This document outlines Magic Bus' marketing strategy to increase donations by making people more aware of what they do. It notes that currently people do not know what Magic Bus is or what it does, so they are unwilling to donate. The strategy proposes two routes: #Project10Million to reach 10 million children and #HelpThemMakeIt to emphasize how Magic Bus teaches life skills to empower children. It also provides background on India's job market needs and how Magic Bus fills an important gap by preparing lower-income children for jobs and life.

2. MARKETING OBJECTIVES

3. BRAND OBJECTIVES

4. WHAT HAVE WE DONE TO PREPARE?

5. WHICH OF THESE ORGANIZATIONS IS LEAST LIKELY TO GET
DONATIONS FROM PEOPLE?

6. IT’S EASY TO BE MISTAKEN ABOUT WHAT WE DO

7. SIMPLY PUT, PEOPLE DO NOT KNOW WHAT
MAGIC BUS IS, OR WHAT IT DOES.
THEREFORE, THEY ARE UNWILLING TO
DONATE.
THE PROBLEM

8. OUR TASK
MAKE MAGIC BUS FAMILIAR AND
POPULAR WITH PEOPLE

9. HOW?

10. 1. ANNOUNCEMENT OF ARRIVAL

12. 2. CRITICALITY OF THE ISSUE

13. 3. PROOF

14. NOTHING SAYS WHAT WE DO, LIKE
WHAT WE HAVE ALREADY DONE.

15. PROOF
ANNOUNCEMENT
OF ARRIVAL
CRITICALITY OF
THE ISSUE

16. PROOF

17. MAGIC BUS MAKES CHILDREN CAPABLE
OF EARNING A LIVELIHOOD
NOT ACADEMIC BUT USEFUL &
APPLICABLE KNOWLEDGE
LIFE SKILLS

18. INDIAN JOB MARKET FACES THE ISSUE OF
SKILL SHORTFALL
Source: http://pib.nic.in/newsite/printrelease.aspx?relid=151988, https://www.bloomberg.com/news/articles/2017-09-19/modi-s-jobs-
problem-threatens-quest-to-lower-inequality-in-india

19. NEW EMPLOYEES ARE COMING FROM
LOWER TIER OF INDIA
Source: https://economictimes.indiatimes.com/jobs/worlds-fastest-growth-yet-to-make-a-mark-on-indias-job-market/articleshow/64560898.cms, India Year in search report by Google

20. WHAT MAGIC BUS DOES, IS NOT JUST RELEVANT
BUT VITAL TO THE FUTURE OF INDIA

21. IT MATTERS NOT JUST TO THOSE WHO NEED
MAGIC BUS, BUT EVEN OUR DONORS

22. WHERE DO WE GO FROM HERE?

23. OUR STRATEGY:

24. TWO CREATIVE ROUTES

25. ROUTE 1

26. Source: World bank report
OUR OPPORTUNITY

27. MAGIC BUS WILL NEED A WEAPON WHICH IS BIG
ENOUGH TO COUNTER THIS PROBLEM

28. INTRODUCING:
#Project10Million

37. #1MillionMagic

45. ROUTE 2

47. INDIA NEEDS LIFE SKILL DEVELOPMENT

48. INTRODUCING:
#HelpThemMakeIt

55. SCRIPTS

61. APPENDIX

62. WHO ARE WE TALKING TO
INDIVIDUAL DONORS
•
•
•
•
•

63. BRAND PERSONALITY
• Mentor
• Social-oriented celebrity
(like Aamir Khan)
• Transformer
• King that connects
communities and
children
• Guide and philosopher
• Parent

64. CHARITY ORGANIZATION LANDSCAPE

65. Source: Youtube, https://www.youtube.com/user/akshayapatra, https://www.akshayapatra.org/

66. CRY.ORG
Source: Youtube, https://www.youtube.com/user/CRYIndia, www.cry.org

67. Source: Youtube, https://vimeo.com/191480515, http://www.pratham.org/

68. Source: Youtube, https://www.youtube.com/user/savethechildrenuk, https://www.savethechildren.in/

69. SMILE FOUNDATION
Source: Youtube, https://www.youtube.com/user/tubeforchange, https://www.smilefoundationindia.org/

70. LIFE SKILLS EMPOWER THE CHILDREN TO BE
READY FOR LIFE

71. THANK YOU