1. A special Christmas Gift
-------World Vision digital marketing plan
Class: Adv 892
Student: Heng Li

2. Executive summary
• This digital marketing plan for World Vision
mainly deals with its two current problems: (1)
lack of interaction with target audience; (2)
weak association with “sponsor a child”.
• The idea is to record needy children’s wishes
for Christmas gifts and share it to target
audience and ask them to respond and fulfill
their wishes.
• The estimated budget for the campaign is
$120,613.1

3. Company overview
2008
2009 $2.57
Revenue (US$ billion)
• A Christian relief, development and advocacy
$2.58
organization
• 1950 by Bob Pierce
$2.61
2010
• One of the largest Child Sponsorship
$2.79
Organization
• 4.1 Million Children
2011

4. Situational analysis
• No.2 in Most Popular Charities;
Problem
Identification
• but No.6 in Most Followed Charities
• Great reach and sentiment in Social Mention
Further It’s association
interaction with with “Child”,
• but “sponsor a child” is not a top keyword
target audience ”Child
is needed sponsorship”
needs to be
strengthened

5. Objectives and KPI
• Key Performance Indicators
Objectives
Number of new registered donors and donation A
Increase by 3 in Most Followed Charities
B
Clicks and actions of the campaign
Reach increase to 95%
C
NumberWord “Child” in Top 4 keywords of WV social mention
of keywords "Children" or "sponsor child" mentioned
Add Your Text

6. Target audience
• Target:
Individuals Married couple Middle age
• 25-34World Vision: well-educated married couple
year old, Married couple The most
receives 8th contribute to popular age
largest private 75.3% of bracket for
• Bettersupport among
U.S. charities
donors
have children, so they are making
more likely
donation is 25-
to
be touched by children. -34

7. Big ideas
• Children’s wish
Couple’s response

8. Tools and Tactics
Facebook Youtube
Twitter Tools Google
others
Blog

9. Tools and Tactics
Record SEO
Create
Record
Create Share Buy
Encourage
Encourage ShareMonitor
Monitor
Monitor
An event page
Make
children“special Users to fulfill their
HowHashtag related posts Users to fulfill theirof
Day to day post Adwords
name: “the most Users to fulfill their
make Christmas gift” the top wishes; people to gifts for
wishes;pages to
ofand how help
how users “Christmas
wishes; people to ShareHow users talk
precious Christmasfor Share the videos on to
wishes; people links onusers talk
How other
With Google analytics
usersthemthis event gifts
and how of
entries
(especially discuss what’s
Youtube children” about this campaign
social media campaign
about this
gift” like and share
reply and retweet
are deliveredgifts”
“Christmas
children)respond most imporatant

10. Budget
• Suggested bid: $1.2
• Suggested maximum daily budget: $2.00
• Method: Cost per Action
• Method: Cost per Click
•
• Estimated effects: 10% of 969,846 likes; 5% of
Estimated effects: 5% of 49,831 talks would
49,831 talks
click
• Budget for Google Adwords:
Facebook: 96,984+2,491
49,831*5%*$2=$4,983.1
*$1.2=$119,370
• Total budget: $120,613.1