This campaign summary outlines a plan to promote Homepage for the Homeless, an online shopping portal that raises funds for a youth homelessness charity. The campaign's objectives are to generate awareness of the portal, convince people to use it as their homepage, and motivate shopping through the portal. The target audience is students at RMIT University. The campaign theme is "Be The Key" and will include distributing flyers and posters at an RMIT open day, playing a promotional video on campus screens, an Instagram photo scavenger hunt with the hashtag #HFTH, and handing out flyers at Australia Post locations. Visuals will feature a keyhole shape and keys in red to stand out against a grey color scheme matching the portal
The prevailing digital path to purchase - Triangle Marketing Club 19 Sept 2017John Andrews
The future of marketing lies in the cooperation between humans and artificial intelligence. This presentation was created for the Traigle Marketing Associations gathering on September 19, 2017, and shared the approach being developed by Prevailing Path, an influencer driven AI company focused on shopper marketing. http://www.trianglemarketingclub.com/tmc-speaker-interview-featuring-john-andrews/
Mobile Marketing For Small Business: Loyalty And Lead GenerationDerek Morgan
http://www.heosoftware.com/
Mobile Phone technology is rapidly changing the marketing landscape and consumer shopping and research habits. This is working in favour of small business who embrace change.
On the other hand it is silently eroding traditional business who are not paying attention to this trend which is rushing at them like a tsunami.
This slideshow is a PDF version of my first-place winning campaign book. The suggestions are in response to the City of East Lansing looking to improve consumer attitudes upon the completion of 2019 construction.
The prevailing digital path to purchase - Triangle Marketing Club 19 Sept 2017John Andrews
The future of marketing lies in the cooperation between humans and artificial intelligence. This presentation was created for the Traigle Marketing Associations gathering on September 19, 2017, and shared the approach being developed by Prevailing Path, an influencer driven AI company focused on shopper marketing. http://www.trianglemarketingclub.com/tmc-speaker-interview-featuring-john-andrews/
Mobile Marketing For Small Business: Loyalty And Lead GenerationDerek Morgan
http://www.heosoftware.com/
Mobile Phone technology is rapidly changing the marketing landscape and consumer shopping and research habits. This is working in favour of small business who embrace change.
On the other hand it is silently eroding traditional business who are not paying attention to this trend which is rushing at them like a tsunami.
This slideshow is a PDF version of my first-place winning campaign book. The suggestions are in response to the City of East Lansing looking to improve consumer attitudes upon the completion of 2019 construction.
I produced this (hypothetical) Public Relations campaign for Hope Street Hotel. The campaign was based around a new law which affected the hotel, and how they would overcome this change.
Today’s youth is a product of rapid change (cultural, technological, medical, you name it and they’ve been there). Having seen it all & adapted to it all, it is a cohort that is extremely diverse & ever changing.
We have tried to decode the attitudes & mindsets of today’s youth. We have also tried to understand their interaction with various categories and what it means for brands.
Read more here!
The Best Of Snapshot is an ongoing series prepared by the LHBS Inspiration-Hub team. Snapshots are filled with curated signs and cases related to a certain topic or industry and are selected around the three following areas of our expertise: business development, brand building and customer experience.
This one features signs and cases from the fashion industry, how it is changing and what new marketing efforts it's coming up with.
Retailers And Teenage customers (Created by Prashant & Shawn) University of B...Prashant Sharma
Web presence and specifically Social Media presence is not longer a nice-to-have option for most businesses, it is an absolute necessity.
Social Media is a good way to access the teenage market, but presence alone is not enough. Engage the audience with interaction and images and don’t forget to use careful timing. Internet (websites) are becoming preferred shopping channels for the teenagers.
Top 8 eCommerce Business Ideas for 2021 | eCommerce Startups & Project IdeasMariya James
Want to know about the most trending eCommerce business ideas that can be highly profitable in 2021. Explore these eCommerce startup ideas that are with discussing for the coming year.
Aprons and Algorithms - The Future of Retail ExperiencesFITCH
Continuous thinking is the undeniable future of all things retail - understanding how "share of experiences" leads to happier customers will create a future proof and distinctive proposition. This was presented at the Global Retail Forum in Miami, FL on May 6th, 2016 by Tim Greenhalgh.
Has #BabaRamdev led #Patanjali just turned BOP into the new FOP?. Are only the traditional natural Indian FMCG & FMHG brands under threat or does a Unilever, a Nestle and a P&G will also feel the heat.
A strategic provoctaion from @wolfzhowl #wolfSIGHTS
As the formerly discreet worlds of Physical, Human, and Digital aggregate in a new shopping future, what does the end-game look like for retail? What is beyond the current omnichannel rhetoric? With proven, thought-provoking style, Christian Davies assess the way forward for retailers and brands as they attempt to navigate this challenge. The hypothesis is a simple one: that the combination of Physical, Human and Digital touch points results in an Experience Signature unique to every brand. Davies outlines not just why Experience Signatures matter, but why strategically addressing them will be critical for the future of retail. Presentation given at NRF 2015 in New York City on Jan. 13th.
Continuous Retail is an art. It is the undeniable future of all things retail. Retail is ubiquitous - do you have an Experience Signature? Tim Greenhalgh, Chairman and CCO, shares how leading retailers create new human rituals that are empowered both physically and digitally. This presentation was given at WPP's Global Retail Forum on April 15, 2015.
From Simple to Splintered to Seamless: In this new technology-enabled world, how can brand marketers and retailers capture the imagination and retain the loyalty of their customers?
An introduction to Useful Brands from a Byte Breakfast event, presented by 383 co-founder John Newbold.
http://383project.com/blog/useful-brands-byte-breakfast/
I produced this (hypothetical) Public Relations campaign for Hope Street Hotel. The campaign was based around a new law which affected the hotel, and how they would overcome this change.
Today’s youth is a product of rapid change (cultural, technological, medical, you name it and they’ve been there). Having seen it all & adapted to it all, it is a cohort that is extremely diverse & ever changing.
We have tried to decode the attitudes & mindsets of today’s youth. We have also tried to understand their interaction with various categories and what it means for brands.
Read more here!
The Best Of Snapshot is an ongoing series prepared by the LHBS Inspiration-Hub team. Snapshots are filled with curated signs and cases related to a certain topic or industry and are selected around the three following areas of our expertise: business development, brand building and customer experience.
This one features signs and cases from the fashion industry, how it is changing and what new marketing efforts it's coming up with.
Retailers And Teenage customers (Created by Prashant & Shawn) University of B...Prashant Sharma
Web presence and specifically Social Media presence is not longer a nice-to-have option for most businesses, it is an absolute necessity.
Social Media is a good way to access the teenage market, but presence alone is not enough. Engage the audience with interaction and images and don’t forget to use careful timing. Internet (websites) are becoming preferred shopping channels for the teenagers.
Top 8 eCommerce Business Ideas for 2021 | eCommerce Startups & Project IdeasMariya James
Want to know about the most trending eCommerce business ideas that can be highly profitable in 2021. Explore these eCommerce startup ideas that are with discussing for the coming year.
Aprons and Algorithms - The Future of Retail ExperiencesFITCH
Continuous thinking is the undeniable future of all things retail - understanding how "share of experiences" leads to happier customers will create a future proof and distinctive proposition. This was presented at the Global Retail Forum in Miami, FL on May 6th, 2016 by Tim Greenhalgh.
Has #BabaRamdev led #Patanjali just turned BOP into the new FOP?. Are only the traditional natural Indian FMCG & FMHG brands under threat or does a Unilever, a Nestle and a P&G will also feel the heat.
A strategic provoctaion from @wolfzhowl #wolfSIGHTS
As the formerly discreet worlds of Physical, Human, and Digital aggregate in a new shopping future, what does the end-game look like for retail? What is beyond the current omnichannel rhetoric? With proven, thought-provoking style, Christian Davies assess the way forward for retailers and brands as they attempt to navigate this challenge. The hypothesis is a simple one: that the combination of Physical, Human and Digital touch points results in an Experience Signature unique to every brand. Davies outlines not just why Experience Signatures matter, but why strategically addressing them will be critical for the future of retail. Presentation given at NRF 2015 in New York City on Jan. 13th.
Continuous Retail is an art. It is the undeniable future of all things retail. Retail is ubiquitous - do you have an Experience Signature? Tim Greenhalgh, Chairman and CCO, shares how leading retailers create new human rituals that are empowered both physically and digitally. This presentation was given at WPP's Global Retail Forum on April 15, 2015.
From Simple to Splintered to Seamless: In this new technology-enabled world, how can brand marketers and retailers capture the imagination and retain the loyalty of their customers?
An introduction to Useful Brands from a Byte Breakfast event, presented by 383 co-founder John Newbold.
http://383project.com/blog/useful-brands-byte-breakfast/
2-8 января 2015, в 11:00 и 14:00 - Новогоднее представление Русского театра марионеток для детей с 2-х лет – дошкольников и младших школьников и их родителей.Проходит в здании ЦДА, которое само по себе напоминает сказочный замок.Дети принимают активное участие в действии на всем его протяжении. Прекрасная сказочная атмосфера царит уже в фойе, где Вас встречают добрые, сказочные персонажи и приглашают в зрительный зал.Представление начинается с яркой интермедии, в которой участвуют фокусники, ростовые куклы и аниматоры, используется аквагрим. Весёлые лесные герои проводят смешные игры с ребятишками, загадывают загадки, зажигают новогоднюю елочку, поют песни, играют в снежки, вместе со Снегурочкой лепят замечательного Снеговика-почтовика, который оживает на глазах у зрителей и становиться добрым помощником. С Дедом Морозом ребята отправляются в Новогодний сказочный лес, где их ждет неожиданная встреча с вредным медвежонком и коварной хитрой вороной, которые, скрываясь от преследования, хотят присвоить «похищенные подарки» и испортить детский новогодний праздник.Во время спектакля ребят ждут увлекательные приключения и волнительная погоня за коварными и хитрыми «разбойниками», неожиданные встречи с опасностью огня, тумана и снегопада в сказочном мире Новогоднего леса. Но Снеговик, Дед Мороз, Снегурочка и другие жители Волшебной страны Деда Мороза вместе с ребятами преодолеют все сложности во время музыкального, интерактивного и очень яркого спектакля.
The Student Room - MWL15 Tips to Gain the Loyalty of Young ConsumersThe Student Room Group
Jack Wallington shares his tips and insights on gaining loyalty from a youth audience along with a look to the future at The Brand Engagement & Innovation Theatre at Marketing Week Live 2015.
Socialab is a digital-first advertising agency that delivers results, offering high quality advertising solutions, based on 360° communication.
Our mission is to lead the brands to success, with the right strategy and creative ideas.
Our 40 member team is a blend of motivated, inspirational young brains and we have already built an impressive portfolio of Greek and foreign brands.
Learn how your small business can leverage social media to meet your marketing and sales goals. Includes information on choosing a platform, creating content, and five basic rules for social media success.
This is the presentation I gave at the GO Topeka EMBD's Small Business Breakfast Buzz on Feb. 18, 2015. For the complete workbook from this session, please find the slideshow entitled Social Media Basics for Small Business
This is the full slidedeck of our Smartees Seminar on Consumer-Activated Innovation, hosted in Forge & Co in London on 8 July 2014. The presentation elaborates on how how to combine consumer centricity with innovation to give your organisation a headstart on the competition. All of this illustrated with client cases of Telefonica and Dorel.
Speaking at the International Trade Expo in Liverpool on June 11th, Axonn Media managing director discussed how content marketing can help British businesses expand into international markets.
He argued content marketing is the most effective way in which businesses thinking about exporting their products and services can tap into new markets.
In this presentation, Alan discusses:
- The case for content marketing
- The problems British companies often experience in beginning to export or in growing their export markets
- Why the opportunities online offers makes it worth overcoming those obstacles
- How content marketing approaches can make it, if not easy, then at least clear what needs to be done
- Examples from Axonn Media’s experience in selling our services abroad and in providing content marketing services for businesses in the UK selling overseas, and for overseas businesses selling in the UK and in third countries.
He also explains why it is important to:
- Partner locally to transcreate, not translate
- Restrict the number of markets you enter at once
- Test the waters, adapt
- Not be afraid to communicate
Additional reading:
How far does your content reach? Interactive infographic: http://www.newsreach.co.uk/how-far-does-your-content-reach/
Whitepaper: A Christmas Story: Content Marketing for eCommerce Success in a Multicultural World http://www.newsreach.co.uk/knowledge-centre/whitepapers/christmas-story-content-marketing/
New guide to developing buyer personas out 15/06/2014 on axonn.co.uk [Subscribe to newsletter for updates]
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
3. agency introduction
problem
research findings
objective
target audience
SMP
BIG IDEA
visual image and copy line
implementation
evaluation of test site
media timeline and further ideas
results
salutation
links
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14-18
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4. An Arsy-Varsy way of doing things is doing things completely backward.
That is what we do at Arsy-Varsy advertising agency. We look to solve problems from all angles, we do not
follow a set procedure when it comes to our creative concept, we let our ideas take our clients,
and us, to solutions that are always unique.
Our team is made up of a select group of both strategists and creatives whom work together to
ensure the best possible outcome for our clients.
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5. the
problem
Homepage for the Homeless is an
online shopping portal that works in raising funds for the youth homelessness charity, Ladder. Online consumers are able to access a range of stores through the portal with up to 15% of their total spend going straight to Ladder, with no extra cost to them. With only one extra click,
consumers are able to help tackle the issue of youth homeless across Australia.
Homepage for the Homeless however is not reaching its full potential. It is the main source of funds for Ladder and therefore it is vital that something is done. Low public awareness and a lack of a traditional advertising are hindering Ladders potential funds.
With an estimated 700,000 nonprofit
organizations in Australia (WARC, 2005), which for the most part are small and dependent on volunteer work, this creates a highly saturated market category to be in, and therefore requires a campaign that will make it stand out amongst the noise.
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7. According to the study ‘Giving Australia: Research on Philanthropy in Australia’, there are approximately 700,000 nonprofit organizations in Australia. It also found that Australians are very generous when
giving to charity, with charities receiving an estimated $11billion from businesses and individuals in 12 months, being $7.7billion from individuals, and $3.3billion from
businesses.
Statistics on social media usage in
Australia (Social Media News, 2013) show that 12,800,000 people in Australia use Facebook, 12,000,000 use YouTube and 1,600,000 Australians use Instagram.
Homepage for the Homeless falls into the category of ‘community and welfare service’, which receives one in eight of all dollars donated by adult Australians.
This study found that within households and individuals, 13.4million Australians aged 18 and older have $5.7billion over a year, meaning they gave an average of $424 each, and a median of $100 each. It was also found that 89.5% of women donate, while 84.1% of men gave
donations. Though men were found to give more, just less often.
This study also found an increased level of professionalism from social networking, with more Australians creating personal and business related blogs. With 65% of online Australians using social networks, and 45% logging on daily.
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8. The objectives of this campaign are based on our target market group:
1. To generate awareness of Homepage for the Homeless amongst 75% of our target market by the end of our campaign.
2. To convince 50% of our target market by the end of our campaign to set Homepage for the Homeless as their browser homepage.
3. To motivate 40% of our target audience to shop through Homepage for the Homeless portal the next time they make a purchase.
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objectives
9. target audience
The core target audience for ‘Be The Key’ is students, primarily at RMIT University. As we have no budget to work with, we feel that we have best access to recourses that will effectively reach this target audience. This audience was also selected on a key insight that 18-34 year olds make up roughly one third of the total online audience (Nielson, 2012). As students do not have much in the way of disposable income this is the perfect charity for them, as it incurs no additional costs to whatever they are already spending online. This demographic also tends to be socially conscious, and will be able to empathize with the cause due to the relative age of those Ladder are helping.
Through this campaign we aim to connect with those who are high users of social media, primarily Instagram, and frequent online shoppers, so as to utilize existing habits. By use of an interactive element in social media, we aim to create an online word of mouth, spreading through their online contacts and beyond.
Our other target audience is broader still. It is simply those who go to Australia Post to retrieve their packages and mail. Again we are utilizing existing behaviours, as a high percentage of the packages that go through Australia Post are online shopping deliveries. We therefore intend simply to inform these pre-existing shoppers to go through the Homepage for the Homeless portal next time they shop online, and which online stores that applies to.
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10. Morgan Peters in a 20-year-old Communications student at RMIT, doing his first year after
transferring from Melbourne University. Morgan lives in Footscray with two other housemates of
approximately the same age. Due to living out of home he has a part time job, and not a great
deal of disposable income. But when he does spend he likes to spend on himself. He spends
much of his time socializing with friends, and it an active user of Facebook and Instagram to
keep track of friends and family, and regularly posts on both forums. Morgan is very into his
music, and makes regular purchases on iTunes, and buys clothes through The Iconic. He loves
to help out in the community when he can, but struggles to find time or the means to do so.
target audience
profile
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11. NOW
FUTURE
THINK
FEEL
DO
I am not aware of the existence of Homepage for the Homeless.
I feel that I do not have the means to do so.
I do not donate nor do I shop through the online portal.
The next time I shop online, I will shop through Homepage for the Homeless portal.
I feel that now I have the means to do so, at no extra cost to me.
I will set Homepage for the Homless as their homepage and eventually shop from there.
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what does our target audience think now?
12. By simply changing my homepage to Homepage for the Homeless, I can continue to shop through the portal and do my part to help fight youth homelessness,
at no extra cost to me.
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SMP
14. 11
The theme of the campaign is -
"Be The Key"
This message will echo in the following form:
• It itself is a call to action.
• It positions an act of helping one another is as simple as opening a door.
• It focuses that every one have the ability to help make a difference.
• It allows a certain realisation of leadership - a place which empowers our target audience to take charge.
• It is a great catch phrase for other promotional means.
15. 12
rmit open day
We will be conducting our first phrase of executions during RMIT Open Day, on 10 August 2014. In 2013, RMIT Open Day had an attendance of 40,000 people across all 3 campuses (rmit.edu.au, 2014). Therefore, by putting up posters and distributing flyers during the open day, it is an ideal platform for us to maximize awareness for Homepage for the Homeless within our target audience. Posters will be positioned at highly visible locations such as stairwells and doorways to further increase exposure. Flyers will also be distributed to the attendees to increase awareness.
tv hijack
At RMIT, we also intend to use the existing Homepage for the Homeless YouTube video and play it on the TV screens that are situated in common study areas around the university. As students, we know that when studying, we are more likely to be seeking for a way to procrastinate, and what better way to procrastinate than by online shopping. By ‘hijacking’ these screens, students are exposed to information about the charity, how to use the page and where they can shop.
In order to comply with our objectives, we will launch a campaign with the theme - ‘Be the Key’. The campaign will last for a week and will be carried out in 4 executions.
16. 13
i spy with my eyes
This execution is somewhat of a ‘scavenger hunt’, which is an interactive game that will be held in the RMIT campus. We will encourage students to participate in the game in which we will leave flyers (or clues) that will motivate the student to find the posters that have been put up. Upon finding it, they are to take a selfie with it and share it on Instagram with the hashtag #HFTH. In return, they will be reward with a gift! University students have on average 150-300 followers, making Instagram an excellent platform for reach.
australia post
We have identified Australia Post as an ideal partner to work with for this part of the campaign. Australia Post is where people usually go to collect their online purchases. With this in mind, we intend to utilize this partnership by handing out flyers to their customers who are picking up their parcels. This is to raise awareness for Homepage for the Homeless, and to motivate these people to change their consumer
behavior to use the portal the next time they shop online.
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visual image
Visually, we wanted our executions to resemble the Homepage for the Homeless website, by using a similar colour scheme of grey. As grey is not a stand out colour, we emphasized key points in our visuals with red font to stand out. We have also chosen to highlight the keyhole shape and the image of keys. As ‘Be The Key’ is all about a call to action and interactivity, we also chose to use images of hands across our two flyers and poster.
The copy used for our scavenger hunt pieces is about home and finding home, a direct link to the cause. We also chose a consistent hash-tag “#HTFT”. The rest of the copy is information about what the page does and how to use it. All kept simple and succinct, so as to reflect the simplicity of using Homepage for the Homeless.
and copy lines
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Flyer given out during RMIT Open Day and at Australia Post
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implementation
1: RMIT Open Day
During the RMIT Open Day, we put up 10 posters around building 9 and handed out about 200 flyers to the attendees. The posters were situated in high traffic areas such as stairwells and doorways to maximize exposure. They were also left there in the following week. The flyers were mainly given out around building 9 and the courtyard.
2: TV Hijack
In the following week (12 August 2014), we hijacked the TVs in the common study area in RMIT building 9 with the Homepage for the Homeless video. This caught the attention of many students, as the TVs are usually off. Most of them had their laptops with them, so the video had encourage them to check out the Homepage for the Homeless website.
3: I Spy with My Eyes
On 13 August 2014, we carried out the ‘scavenger hunt’ activity in RMIT
building 9. 60 flyers with ‘Help me find my home’ were scattered around tables in the common study area.
This prompted students to pick it up to take a closer look at it.
23 students searched for the posters that were put up, took a selfie with it, and shared it on Instagram. They were all rewarded with chocolates.
4: Australia Post
During the week (12 August 2014), we also visited the Australia Post office
situated in Melbourne GPO to hand out flyers to people who were collecting their parcels from the post office. We handed out 100 flyers, during which we engaged in a conversation about Homepage for the Homeless with them. The flyers were also served as a reminder for them to check out the Homepage for the Homeless website when they are able to access a laptop.
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evaluation of test site
The idea of raising awareness for Homepage for the Homeless at the RMIT Open Day and throughout the following week was ultimately extremely successful. Whilst exact figures regarding direct sales on the Homepage for the Homeless portal cannot be recorded, exposure can be loosely recorded.
1: RMIT Open Day
RMIT open day across all 3 campuses in 2013 had an attendance of 40,000 people (rmit.edu.au, 2014). It can therefore be
estimated, that being the largest of the 3 campuses, the city campus received an attendance of approximately 20,000 people. Specifically in building 9 where the posters and flyers were distributed, it can be
estimated that there was an exposure to around 2000 people. By positioning the
posters in high visibility locations such as
stairwells and doorways, exposure was further increased.
2: TV Hijack
Hijacking of the TVs in the common study area was also a success as it caught the attention of the students there. In a quiet room where everyone is usually doing their own things, playing the video abruptly had caught them off guard and this intrigued them to watch the full video. With that, they are now aware of Homepage for the Homeless and the next time they shop online, they will remember to use the portal.
3: I Spy with My Eyes
The interactive concept of the ‘scavenger hunt’ further boosts the success of this campaign. By enabling potential consumers with the option to share Homepage for the Homeless via their social networking sites, not only was the exposure further increased but it also empowered these consumers into feeling as though they were making a difference.
4: Australia Post
The concept of handing out flyers in the
busiest Australia Post outlet in Melbourne was also extremely successful. By primarily
selecting consumers based on if they were picking up packages and online purchases,
ensured the correct audience was being
selected. This location leveraged the idea of Homepage for the Homeless, in which
consumers can selfishly purchase goods online, whilst still helping tackling the issue of youth homelessness, with no effect on their own finances.
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media
timeline
Create MinutesExploring creative options. Three ideas minimum per person. Plus ideas for expansion. Create WIPTarget Audience ResearchFinalise SMPFinalise 3 creative ideasPitch 3 creative ideas to representativesAdjust chosen execution Prepare for execution Design Posters & Flyers Print Posters & FlyersRMIT Open Day Execution RMIT Online ExecutionAustralia Post ExecutionCampaign ReportCase Study VideoPrepare Team PitchTeam Pitch28293031123456789101112131415161718JULYAUGUSTTOTAL - 22 DAYS
We focused our campaign around RMIT Open Day, RMIT building 9 and Australia post
during the week from 10 August to 13 August 2014. The whole campaign required a zero budget.
further ideas
If we did have a budget, we would expand our social media campaign across
Facebook and Twitter, alongside our existing Instagram campaign, to boost ‘likes’ and
‘followers’ to create an initial boost for the campaign. As an online campaign, it would also be worth purchasing ‘Google AdWords’, particularly in association with the pages existing retailers.
A major component of campaign is the partnership with Australia Post. As Australia Post is
already one of GPY&R’s current client, GPY&R can then leverage on their existing
relationship with Australia Post to get them to partner up with Homepage for the Homeless to generate awareness. Additionally, Australia Post is a company that strives to contribute to the community; therefore we believe that this partnership is ideal. Elements for the partnership can include Homepage for the Homeless flyers placed at the post office counters, informative flyers to be given out with each parcel collected and other informative posters inside the post offices.
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Lack of awareness is the main problem for Homepage for the Homeless. Therefore, by using a weeklong campaign aimed at university students and the general public repeatedly, awareness for the portal was raised.
This was raised through the handing out of 100 flyers at Australia Post to people picking up packages and mail. This will ideally translate to these people using the Homepage for the Homeless portal next time they online shop.
Awareness was also raised by handing out 160 flyers at RMIT over the Open Day and the week following. This translated into 23 people engaging in the ‘Scavenger Hunt’ and posting on Instagram with the Homepage for the Homeless hashtag #HFTH. With each of these Instagram users having between 150-300 followers, this creates an exposure of up to 6,900 Instagram users.
Through the playing of the Homepage for the Homeless YouTube clip in the common study area, approximately 50 students were exposed, ideally translating to use of the page.
results
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At Arsy-Varsy we aim for this campaign to educate and directly raise
awareness of Homepage for the Homeless to online shoppers and university students. ‘Be The Key’ is designed in a way that doesn’t only target university students’ aged 18-25, but is diverse enough to appeal to the broader online shopping community. The line ‘Be The Key’ in itself is a call to action. With the use of social media, it is also highly shareable, with the website address across all executions. Therefore reinforcing direct awareness. Throughout our campaign we have strived to balance the seriousness of the cause, with the positive effects that using Homepage for the Homeless has. Our campaign provides an interactive way to connect with Homepage for the Homeless, while reinforcing the simplicity of using the portal.
v
arsy
arsy
salutation
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links
Report:
http://www.slideshare.net/Calistag/arsy-varsy-hfth-report
Presentation:
http://www.slideshare.net/Calistag/arsyvarsy-homepage-for-the-homeless
Case study video:
http://youtu.be/7f6uqYf5OkU