2. Business Goals
1. Ins&ll
crea&ve
thinking
as
a
core
skill
and
social
value.
2. Give
kids
opportuni&es
to
create
and
learn
based
on
their
passions.
3. Foster
a
community
of
crea&ve
makers.
4. Introduce
social
entrepreneurship
at
a
young
age.
5. Use
storytelling
to
celebrate
excep&onal
kids
and
inspire
communi&es.
3. Statement of Opportunity
The
Imagina&on
Founda&on
has
the
opportunity
to
expand
its
global
audience,
raise
awareness
and
inspire
children,
parents
and
teachers
with
its
second
annual
Global
Cardboard
Challenge.
The
goal
is
to
have
one
million
children
in
70
countries
par&cipate
in
over
10,000
events
for
the
2013
Global
Cardboard
Challenge.
4. Communication Goals
To
encourage
families
and
educators
across
the
globe
to
get
involved
with
the
Imagina&on
Founda&on
and
par&cipate
in
the
Global
Cardboard
Challenge
2013.
5. Research
Primary
• Qualita&ve:
interview
past
event
par&cipants
• Quan&ta&ve:
survey
par&cipants,
educators
• Online
monitoring
Goals
1. Evaluate
past
event
successes
and
failures.
2. Evaluate
past
media
coverage
and
benchmark
for
this
year.
Methodology
Secondary
• 2012
Press
Coverage
• Other
movements
that
have
successfully
launched
with
global
par&cipa&on,
their
strategies,
successes
and
failures.
6. SWOT Analysis
Strengths (Internal) Weakness (Internal)
1. Inspira&onal
cause
started
by
an
inspira&onal
story.
2. Strong
visual
imagery
and
symbolism.
3. Excellent
partners
established
early.
1. Children
are
an
indirect
audience.
2. S&ll
searching
for
iden&ty
and
role
with
schools
and
organiza&ons,
lacking
a
global
reach.
3. Website
(imagina&on.is)
language
barriers.
Opportunities (External) Threats (External)
1. Transcend
cultural
barriers
and
geographic
boundaries.
2. Unite
a
global
community.
3. An
opportunity
for
children
to
inspire
children,
and
adults.
1. Language
barriers.
2. Limited
internet
access
in
remote
countries.
3.
Maintaining
the
movement.
4.
People
may
not
recognize
the
problem.
7. Objectives
• By
May
31,
secure
par&cipa&on
from
75
percent
of
previous
sponsors.
• By
June
30,
secure
10
new
sponsors.
• By
June
30,
secure
10
influencers
to
men&on
the
challenge
in
blogs/social
media.
• By
July
31,
secure
5,000
challenges.
• By
August
30,
secure
8,000
par&cipa&ng
loca&ons.
8. Key Audiences
• Teachers
• Parents/parent
groups
• School
administrators/district
administrators/
home
school
organiza&ons
• A[er-‐school
programs:
boy/girl
scouts,
day
care
• Libraries/Bookstores/Museums
9. Key Messages
• The
2nd
Annual
Cardboard
Challenge
is
an
opportunity
to
revisit
and
rebuild
childhood.
• The
cardboard
challenge
will
create
a
global
community
of
play,
and
encourage
a
world
of
individuals
to
imagine
and
be
entrepreneurs.
• Children
and
adults
can
unplug
and
play.
• Let's
get
back
to
square
one,
both
children
and
adults
need
imagina&on.
10. Strategies
1. Tac8cal:
Community
outreach
events,
global
community
building,
ongoing
rela&onship
building
2. Thema8c:
Emphasize
the
value
of
and
need
to
encourage
imagina&on
3. Timing:
Pre-‐event,
event,
post-‐event
4. Tonality:
Proac&ve,
leadership
5. Targets:
Opinion
leaders,
parents,
complementary
organiza&ons
for
partnerships/sponsorships
11. Tactics
1. Partnerships
and
Sponsors:
a. Contact
last
year’s
sponsors
b. Form
and
maintain
new
partnerships
2. Influencers:
a. Children’s
authors
b. Celebrity
parents
3. Television
Integra8ons:
a. Nickelodeon
b. Disney
Channel
c. NBC
(“The
More
You
Know”)
12. Tactics
4. Educa8on:
a. School
outreach
(includes
home
school
organiza&ons,
museums,
libraries,
a[er-‐school
programs
and
clubs)
b. Universi&es
c. Interna&onal
5. Pop-‐up
Events:
a. Challenges
in
high-‐traffic
loca&ons
6. Media:
a. Print/Online
b. Broadcast
c. Social
media
7. Momentum-‐driver:
Post-‐event
newslegers
14. Team & Budget Estimates
• Volunteer
Sources:
• Possible
Sponsors:
15. Line
Items
Quan8ty
Hours/month
Totally
6
months
Expenses
Total($)
Personnel
(Staff/Volunteer)
Administra&ve
support
staff
2
60
$15/h
1,800
Technical
support
2
25
$9/h
450
Language
support
(volunteer)
2
5
0
0
PR/marke&ng
specialist
5
20
$9/h
900
Global/reginol
coordinators
(volunteer)
70+
30
0
0
Organiziers
(volunteer)
TBA
TBA
0
0
Total
3,150
PR
Programs
(Non-‐personnel)
Pre-‐event
Research
-‐
surveys
1
May:
45h
June:
30h
$5/h
375
Media
rela&ons
developemt
1
60h
$4/h
240
Celebrity
endorsement
1
1,000
1,000
Story
development/wri&ng
4
35
140
Informa&on
packet/toolkit
development
1
200
200
Copying/prin&ng
2,000
4
pages,
full
color,
8.5*11
in.
$0.29/sheet
2,320
Distrib/postage/fulfillment
2,000
1
2,000
Total
$6,275
Event
Photo/video
produc&on
1v/20pics
500
500
Tradi&onal
media
(TV,
magazine)
4
300
1,200
Online
media
integra&on
(Youtube,
social
media)
4
200
800
Penpal
program
launch
1
220
220
Viewing
Par&es
rentals
1
2,000
2,000
Benefits
for
partner
organizaitons
50
30
1,500
Total
6,220
Post-‐event
Newsleger
design/wri&ng
1
70
70
Media
story
distrib/followup
4
20
80
Evalua&on
survey
1
700
700
Total
880
Other
Direct
Costs
Materials
for
cra[s
(sponsored)
200
0
0
Conference
call/long
distance
services
2
100
200
Travel
4
800
3,200
Total
3,400
Total
19,895
16. Timeline
May
June
July
Week1
Week2
Week3
Week4
Week1
Week2
Week3
Week4
Week1
Week2
Week3
Week4
Media/
influencers
Pre-‐research
Pitch
(Interna&onal)
Pitch
(Interna&onal)
Pitch
(Na&onal)
Pitch
(Na&onal)
Pitch
(LA)
Pitch
(LA)
Secure
Youtube
how-‐to
series
planning
Partnership/
Sponsorship
Pre-‐research
Reach
out
(Interna&onal)
Reach
out
(Interna&onal)
Reach
out
(Interna&onal)
Reach
out
(Na&onal)
Reach
out
(Na&onal)
Reach
out
(LA)
Secure
Educa8on
Programs
Informa&on
packet/toolkit
development
Transla&on
and
global
distribu&on
School
districtp-‐
wide
challenges
introduce
Events
Organizer/volunteer
recrui&ng
Secure
5000
challenges
August
September
October
Week1
Week2
Week3
Week4
Week1
Week2
Week3
Week4
Week1
Week2
Week3
Week4
Media/
influencers
Youtube
How-‐to
series
Press
release/
media
Stories
follow
up
Press
release/
media
Stories
follow
up
Post-‐event
newslegers
Evalua&on
Partnership/
Sponsorship
Educa8on
Programs
University
Mentorship
Program
Introduce
Cardboard
challenge
kick-‐off
Penpal/mentorship
program
launch
Evalua&on
Events
Cardboard
challenge
kick-‐off
Cardboard
challenge
Global
Day
of
Play
Evalua&on
