The document provides details of an advertising campaign for 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 it. The target audience is students, and the campaign will include posters, flyers, and a social media scavenger hunt at the student's university to drive traffic to the portal at no extra cost to online shoppers. Visuals for the campaign materials feature a consistent color scheme and imagery related to homes and keys to represent the theme "Be The Key".
Adapt Or Perish: How to Survive The New Reality of 2010Troy Thompson
Co-editors of the Travel 2.0 blog, Thompson and Sherifdeen break out of the blogosphere to bring their unique and colorful take on interactive marketing to the attendees of the Illinois Governor’s Conference on Tourism. From basic digital building blocks to insight on where CVBs go next, “Adapt or Perish” promises to be an intriguing look at how the travel industry can adapt to the new reality of 2010.
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!
20 Important Things 20 Years Of Internet Marketing Has Taught MeMatthew Woodward
Today's article reveals an internet marketing journey from 1996. Before Google's time, when Yahoo was a directory that ranked sites alphabetically.
Nobody had ever built a link for SEO purposes and blogging, social media and smartphones had yet to be invented...
Adapt Or Perish: How to Survive The New Reality of 2010Troy Thompson
Co-editors of the Travel 2.0 blog, Thompson and Sherifdeen break out of the blogosphere to bring their unique and colorful take on interactive marketing to the attendees of the Illinois Governor’s Conference on Tourism. From basic digital building blocks to insight on where CVBs go next, “Adapt or Perish” promises to be an intriguing look at how the travel industry can adapt to the new reality of 2010.
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!
20 Important Things 20 Years Of Internet Marketing Has Taught MeMatthew Woodward
Today's article reveals an internet marketing journey from 1996. Before Google's time, when Yahoo was a directory that ranked sites alphabetically.
Nobody had ever built a link for SEO purposes and blogging, social media and smartphones had yet to be invented...
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
Generate MORE Quality New Cosmetic and Dental Implant Patients With These 10 ...Ken Newhouse & Co.
Generate MORE Quality New Cosmetic and Dental Implant Patients With These 10 Facebook Campaigns:
Ramp Up Your Dental Web and Social Media Marketing Programs By Using These Amazing Facebook Campaigns Created By The World’s Most Successful Companies
Growth Hacker Central let's you peek behind the curtain where we'll reveal what the top companies and social media marketers are doing to promote their businesses, and I’m going to show you how you can utilize these same principles to grow your dental practice faster than you thought possible.
The results of these campaigns have been fantastic, and you too can get in on the “giving” side of social media while still profiting from your campaigns.
Remember you have to spend a little money to make a lot of money, and this has never been truer than with social media. What is the importance of using social media? We have discussed in prior blogs how your SEO can be souped up by getting lots of Retweets, FB “Likes”, Google+ Reviews, Pinterest “Pins” etc… But more importantly, to grow your practice FAST, you need to build virality into your online efforts.
Generate MORE Quality New Cosmetic and Dental Implant Patients With These 10 Facebook Campaigns is the definitive guide for improving Dentist SEO, Dental Marketing and your Dental Web Marketing programs - brought to you by Growth Hacker Central - www.growthhackercentral.com/blog.
You can also download The Definitive Guide To Dental Marketing Success With Facebook by visiting:
www.growthhackercentral.com/free-guides
Tony Hsieh’s first book, Delivering Happiness, debuted at #1 on the New York Times Bestseller list and has remained on the list every week since June 2010.
At the November American Marketing Association Oregon Chapter's November lunch event Tony shared the lessons he has learned in business and life.
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.
Amazing! All niche websites template are available made internet marketing easy. Earn more and more using it. Boost your online business. Click on the cover page for more info_.
Bagi siswa kelas XII IPA, silahkan pelajari dan diskusikan materi sel volta berikut ini, analisis dan catat pertanyaan yang muncul saat belajar materi ini!
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.
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
Generate MORE Quality New Cosmetic and Dental Implant Patients With These 10 ...Ken Newhouse & Co.
Generate MORE Quality New Cosmetic and Dental Implant Patients With These 10 Facebook Campaigns:
Ramp Up Your Dental Web and Social Media Marketing Programs By Using These Amazing Facebook Campaigns Created By The World’s Most Successful Companies
Growth Hacker Central let's you peek behind the curtain where we'll reveal what the top companies and social media marketers are doing to promote their businesses, and I’m going to show you how you can utilize these same principles to grow your dental practice faster than you thought possible.
The results of these campaigns have been fantastic, and you too can get in on the “giving” side of social media while still profiting from your campaigns.
Remember you have to spend a little money to make a lot of money, and this has never been truer than with social media. What is the importance of using social media? We have discussed in prior blogs how your SEO can be souped up by getting lots of Retweets, FB “Likes”, Google+ Reviews, Pinterest “Pins” etc… But more importantly, to grow your practice FAST, you need to build virality into your online efforts.
Generate MORE Quality New Cosmetic and Dental Implant Patients With These 10 Facebook Campaigns is the definitive guide for improving Dentist SEO, Dental Marketing and your Dental Web Marketing programs - brought to you by Growth Hacker Central - www.growthhackercentral.com/blog.
You can also download The Definitive Guide To Dental Marketing Success With Facebook by visiting:
www.growthhackercentral.com/free-guides
Tony Hsieh’s first book, Delivering Happiness, debuted at #1 on the New York Times Bestseller list and has remained on the list every week since June 2010.
At the November American Marketing Association Oregon Chapter's November lunch event Tony shared the lessons he has learned in business and life.
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.
Amazing! All niche websites template are available made internet marketing easy. Earn more and more using it. Boost your online business. Click on the cover page for more info_.
Bagi siswa kelas XII IPA, silahkan pelajari dan diskusikan materi sel volta berikut ini, analisis dan catat pertanyaan yang muncul saat belajar materi ini!
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.
В 2013 году мы в стратегическом отделе DDB решили поглубже посмотреть, как внешние факторы влияют на бренды, с которыми мы работаем. Для этого мы запустили “Мельницу Трендов” – проект TrendMill. Мы перевели ключевые бизнес категории наших клиентов в более абстрактные понятия и наблюдали за прошлым, текущим и только зарождающимся поведением в этих категориях.
Если сформулировать ключевую веху прошлого года одним предложением, то я бы сказала так. В 2013 мы стали более ответственными за то, что нам дорого и за тех, кого мы любим. Начиная с выбора работы, которая может быть любимой и приносить деньги до более осознанного отношения к семье, собственному телу, братьям меньшим, жизни в целом, в моем подъезде, в моем городе, в моей стране.
Я надеюсь, что этот тренд будет продолжаться и в 2014 году, ну а мы со своей стороны будем продолжать выпускать проект TrendMill.
C уважением,
Ирина Куликова и стратегический отдел DDB
We have launched our new winter insight report, “Rip it up and start again” to inspire businesses to think differently about how to create change 2014. It’s full of provocations, ideas and inspiring examples of businesses bringing their energy, flair and innovation to bear on a range of issues from an ageing population through to reducing wasteful consumption. So as the winter days darken, here’s something to shine a light on what your business could do differently next year.
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.
Social Media Marketing for Small Business 101Matt Granfield
An overview of how the marketing landscape has changed and a series of case studies on how social media marketing has been beneficial for a range of Australian small, medium and large businesses.
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
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
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
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.
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
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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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2
3-4
5
6-8
9
10-13
14-18
19
20
21
22
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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.
1
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.
2
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.
4
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.
5
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.
6
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
7
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.
8
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.
9
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
behaviortousetheportalthenexttimetheyshoponline.
18. 15
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
22. 19
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.
23. 20
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.
24. 21
media
timeline
Create Minutes
Exploring creative options. Three ideas
minimum per person. Plus ideas for expansion.
Create WIP
Target Audience Research
Finalise SMP
Finalise 3 creative ideas
Pitch 3 creative ideas to representatives
Adjust chosen execution
Prepare for execution
Design Posters & Flyers
Print Posters & Flyers
RMIT Open Day Execution
RMIT Online Execution
Australia Post Execution
Campaign Report
Case Study Video
Prepare Team Pitch
Team Pitch
28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
JULY AUGUST
TOTAL - 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.
25. 22
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
26. 23
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.
varsy
arsy
salutation