This document discusses Nice1's plan to operate between charitable efforts and loyalty cards. As a company focused on schools, Nice1 is well positioned since families with children tend to donate more to charities. However, loyalty cards usually do not create true loyalty. Nice1 aims to increase its positive reputation through word-of-mouth promotion and reminders. The marketing strategy will target families with rewards and advertisements through schools and social media. The estimated budget to achieve 5% uptake over six months is $24,850.
This research shows that price promotions can increase consumers’ perceived resources, which in turn increase consumers’ donation behavior. This research also examines several managerially relevant factors that can affect the magnitude of this positive effect of price promotions on consumers’ donation behavior. Explaining the success of the recent Giving Tuesday movement, this research shows that charitable organizations can benefit the most when they solicit donations immediately after the price promotions. The collaboration between firms and charitable organizations can create a win-win situation that benefit both stakeholders and contribute to a better world.
This research shows that price promotions can increase consumers’ perceived resources, which in turn increase consumers’ donation behavior. This research also examines several managerially relevant factors that can affect the magnitude of this positive effect of price promotions on consumers’ donation behavior. Explaining the success of the recent Giving Tuesday movement, this research shows that charitable organizations can benefit the most when they solicit donations immediately after the price promotions. The collaboration between firms and charitable organizations can create a win-win situation that benefit both stakeholders and contribute to a better world.
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Turn your high school fundraiser into a big success. Learn 3 ways to drive more sales. Improve fundraising results by being more focused & goal-oriented.
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Active Youth is a concept. A concept about creating the student volunteering organization "Active Youth" with the ultimate purpose to support Greek SME's and products to expand their market. This will mainly happen through Active Youth's support in terms of planning, consulting and implementing strategies and tactics for the SME's.
In this way volunteers, in accordance with their field of studies (Marketing, Management, Finance, Logistics, Hospitality). So, students will not only be a positive contribution to the society, but also they will benefit from the experience they will gain, having the chance to apply their knowledge and skills.
A group presentation outlining a sales recommendation from the perspective of a candy manufacturer to a retailer (Crazy Al's) in order to increase sales.
https://bloomerang.co/resources/webinars/
Andrew Olsen, CFRE will distill what makes Mid-level donors and giving unique, and how successful organizations are maximizing giving from Mid-level supporters.
2014 Customer Loyalty ASEAN Conference: Mike AtkinJim D Griffin
Mike Atkin discusses global trends in customer loyalty marketing, using a case-study approach. Mike, the keynote speaker at the conference, is the Chairman of Customer Strategy Network.
Steve Moskowitz - Nature Box Integrated Marketing Plan / DeckSteve Moskowitz
I earned a certificate in Digital Marketing from NYU in Summer 2015. This is one a final project that I led in a digital advertising strategies course I took that explores integrated marketing ideas for Naturebox.
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2. • Operate in the junction between charitable
efforts and loyalty cards
• Very favourable position to be in
3. Charities
• People tend to donate more to charities which
they empathise with
• Families, 30-40 year olds, and those with
children tend to donate more to charity
• Nice1 is therefore in an extremely favourable
position
4. Loyalty Cards
• Generally, loyalty cards do not create loyalty in
customers.
• Instead, customers are more likely to use
them for bargain hunting (i.e. loyalty card use
is economically driven)
• Nice1 however, has a market with built-in
loyalty (via their dedication to the school)
5. • 1) Increase positive word-of-mouth within the
6-month promotional period.
• 2) Attract & increase awareness and remind
users to use Nice1 loyalty cards via in-store
point of purchase displays, school newsletter
advertisements and online advertising.
• 3) Offer rewards that resonate and add value
to customers of different ethnicities and ages.
Objectives
6. • 53% of loyalty systems are in the retail
industry so competition may be fierce if Nice1
cannot secure their niche
• Loyalty card competitors are particularly well
established (e.g. Onecard)
• Youth population is decreasing, which may
become a problem in the long term
Weaknesses/ threats
7. • No competitors in NZ who offer unique per
dollar based service
• Experts in membership programs (although
competitors may match this)
• Unique market positioning
Strengths/ opportunities
8. • Focused differentiation (decile 7-10 schools)
• Differentiate via a unique loyalty card
experience
• Creating brand equity through advertising and
awareness
Generic Strategy
9. • Our marketing strategy aims to target student
families to increase usage
• Collectable cards and key chains
• This strategy has previously worked
successfully for New Worlds ‘littlest store’
promotion and Countdown’s Animal Sounds
cards
Marketing Strategy (Tactical)
14. Budget
• The total budget necessary to cover a six
month growth period with the goal to achieve
5% uptake would be; $24850.00, which is
3.2% of the estimated total revenue.
• $0.04 per card and packaging, key chain 55
cents.
15. • Lee, Y. K., & Chang, C. T. (2007). Who gives what to charity?
Characteristics affecting donation behavior. Social Behavior and
Personality: an international journal, 35(9), 1173-1180.
• Burks, R. (2015). A new study reveals why some people donate more
to charity than others. Retrieved from
http://www.techtimes.com/articles/11536/20140729/a-new-study-
reveals-why-some-people-donate-to-charity-more-than-others.htm
• Wright, C., & Sparks, L. (1999). Loyalty saturation in retailing:
exploring the end of retail loyalty cards?. International Journal of
Retail & Distribution Management, 27(10), 429-440.
• Strahilevitz, M. A. (1999). The effects of product type and donation
magnitude on willingness to pay more for a charity-linked
brand. Journal of Consumer Psychology, 8(3), 215-241.
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