2. Founded 25 years ago, Whizz-Kidz
sparkled from an inspiring story of
independence
From that moment on, the charity
has been transforming lives of
disabled kids
Over 18,000 youngsters were
empowered to reach their own
aspirations
Our challenge:
Create a cutting-edge regional IMC
campaign to sustain Whizz-Kidz
growth
briefing
It all started with a bloke in a
bike shop...
“That small action of picking
something off a high shelf meant
something a lot bigger [for the kid]
– it meant independence”
Monday, 9 November 15
3. FOR disabled kids
WHO NEED equipment and personal skills to overcome
barriers of daily life,
WHIZZ-KIDZ is a national charity that empowers
children to be more independent.
UNLIKE other charities focused on kids mobility,
WE involve our children to be part of our story
brand positioning
Monday, 9 November 15
4. CORPORATES
Rise of startups:
>500,000 new
businesses
opened across
UK in 2014
Tech start-ups:
higher growth
potential and
digitally natives
Attractive hub for
affluent urban
millennials
EDUCATIONAL
INSTITUTIONS
Source: Centre for Entrepreneurs, 2014
INDIVIDUALS
#1 source of charity
funds: £9.3bn
(2012)
Higher on-line
engagement with
causes
(e.g. Macmillan
#NoMakeUpSelfie)
Donors want to be
further challenged
to engage with a
cause
Youngers donate
less than older
generation
Source: CAF, 2014 / NPC, 2013
CHARITIES
"Children and
young people" as
#2 and "disabled
people" as #7
most popular
causes in UK
Competitive
marketplace drives
innovative and
impactful
campaigns
Donors are more
impacted if they
are closer to the
beneficiary story
Source: Centre for Entrepreneurs, 2014 / CAF, 2014
Educational
environment:
ideal to advocate
causes
Secondary
schools donated
£4K more than
primary schools
for charities in
2014
Be part of a
cause boosts
student’s
employability
Source: Citizenship Foundation, 2014
Key Trends
Monday, 9 November 15
5. HOWEVER...
Lack of trust in charities: 62% of donors demand more
transparency over where their money goes
If charities communicated more clearly about the donations
impact, £665 million would be gained every year
Low frequency of donations: 44% donates monthly
Public sector support falls: higher challenges
in raising funds
Source: NPC, 2013 and
The Guardian, 2013
Monday, 9 November 15
7. BUSINESS OBJECTIVE: Increase 25% of regional income in 2016 ( £750,000)
and 33% in 2017 ( £1m)
MARKETING OBJECTIVE
IMC OBJECTIVES
Raise awareness and build relationships with individual donors
Create awareness and build relationships with startups
Advocate the cause and fundraise within educational institutions
Reinforce engagement and reiterate donations within database
ACQUISITION RETENTION
CURRENT
DATABASE
UNIVERSITIES
SCHOOLS
STARTUPS
INDIVIDUALS
DONORS
Retention strategy to represent at least 25% of the desired income
Acquisition strategy to represent at least 75% of the desired income
Individuals
Organisations
Educational
institutions
Database
Monday, 9 November 15
8. CURRENT DATABASE
UNIVERSITIES +
SCHOOLS
STARTUPS
INDIVIDUALS
DONORS
Advocate the cause
and fundraise
Create awareness and
build relationship
Reinforce engagement
and reiterate donation
Empower Knowledge
Empower a Kid
Empower a Change
Empower
Independence
Re-Empower
PR ADVERT DIM-SM
DIRECT
MKT
Raise awareness and
build relationship
PERSON
SELL
EVENT
Overarching Message:
Empower the Cause
Target
Objective
Message
Monday, 9 November 15
9. Targets
ACQUISITION
Individuals Donors
25-34 y.o, ABC1, based in London, Kent and Sussex
Target: 190,000 people (approx. 10% of total pop)
Institutions in London, Kent and Sussex
- Secondary Schools & Universities: 1,268 (total pop)
- Start-ups: 211,807 (total pop)
Organisations to be visited monthly in total: 15
Our goal of successful responses: 5 institutions (33%)
RETENTION
Re-Engagement
- Current database
Source: ONS, 2014
Centre for Entrepreneurs, 2014
Mail Chimp, no date
Monday, 9 November 15
10. Target audience’s expected share in
the income goal
Source: ONS, 2014
Centre for Entrepreneurs, 2014
Mail Chimp, no date
24%
42%
4%
29%
Universities and Schools
Corporations/Start-Ups
Individuals
Retention
Monday, 9 November 15
13. #EmpowerIndependence
Build engagement and raise donations from individuals
STAGE 1: Generate buzz
Trigger the diverse meanings of independence through teaser
videos
STAGE 2: Engagement and CTA
2.1. Encourage the individuals to share their stories on how they
have helped or were part of someone’s feel for independence
2.2. Unveil Whizz-Kidz cause, announce the campaign hotsite to
collect donations and invite to an event with the beneficiaries
STAGE 3: Event
Promote an event hosted by the brand ambassadors to show the
impact of the donations
INDIVIDUAL DONORS
Monday, 9 November 15
14. Stage 1: Generate buzz
Raise interest from the teaser videos and drive traffic to the campaign hotsite (CTA)
Promote the #EmpowerIndependence
Tools:
Social Media
15-sec TrueView teaser videos on Youtube (non-skip) with short stories of everyday "Moments of
Independence"
OOH
Tubes Sheets 16', Car Pannel or Digital Escalator Screens for 4 days
Motion@Waterloo: digital screen for 1 day
Monday, 9 November 15
15. Stage 2: Engagement
Social Media
Objectives
• Generate earned media through
#EmpowerIndependence
• Increase donations
• Drive traffic to hotsite
• Elicit User Generated Content (UGC)
Tools
• Video-case (with whole concept)
• Facebook Media
• Youtube TrueView and display ads
• Promoted hashtag on twitter
• SEO to promote the hotsite "Independent Kids"
• Create Facebook event
PR
Objectives
• Generate earned media about the campaign
and Independence Day
• Generate traffic to the hotsite
Direct Marketing
Objectives
• Create awareness of the campaign amongst
beneficiaries, volunteers and donors
• Encourage Whizz-Kidz database to join the
event
Strategy
• Email Marketing
Monday, 9 November 15
16. Stage 3: IndependenceDay
2.2 Social Media
Objectives
• Livestream the event
• Spread the word to a larger audience
Strategy
• Periscope for livestream
• Email Marketing (thank/follow up)
• Pictures and status update on social media
Measures
EVALUATION
• Number of videos/status uploaded with hashtag
• Media clipping
• Number of event attendees
• Google Analytics (CTR to hotsite and Youtube views, Donation
through hotsite)
• Social Media metrics (CTR, Shares, Reach, Likes, Engagement)
Monday, 9 November 15
17. START-UPS
Inspire startups members to embrace the cause and donate
PERSONAL SELLING
• Face-to-face pitch meetings: startups C-level executives, events, regional
associations (Rotary Club, CBI)
• Follow-up with start-ups to ensure continuous engagement
PR
#EmpowerAChange
• Employees are challenged to control their daily habits by paying a fee every
incidence, which will be converted to donation
• Whizz-Kidz will allocate a beneficiary for each start-up to build a close relationship
and showcase the impact of the donations. Besides fundraising, mentoring to the
beneficiary will be encouraged.
• Organisation: reputation and CSR
• Employees: community spirit and fun
Win-win benefits for:
Monday, 9 November 15
18. SCHOOLS &
UNIVERSITIES
#EmpowerKnowledge
Advocate the cause and influence KOLs to include the mobility
topic into the academic curriculum
• Pitch meetings with managing board and
teachers: face-to-face visits
• Persuade the staff to use the mobility issue as
a scholar topic (essays, projects)
PR
• Follow-up with school to ensure continuous
engagement
Win-win benefits for:
• Organisation: reputation and CSR
• Students: citizenship and skills for employability
Increased Reach Increased Credibility
Marketing Communication Opinion Leader Opinion Seeker/Receiver
Information Receiver
Monday, 9 November 15
19. SCHOOLS &
UNIVERSITIES
#EmpowerAKid
PROMOTE REGIONAL SPORT COMPETITION TO
FUNDRAISE FOR A KID
Objective
• Evoke the fellowship spirit amongst students within
the institutions
• Show the impact: elicit higher engagement by
connecting the students with one beneficiary
Strategy:
• Each school will be paired with one brand
ambassador (beneficiary)
• Build the #EmpowerAKid competition hotsite with
the list of schools, ranking and score of donations
Monday, 9 November 15
21. 1. Email marketing
Reinforce engagement and reiterate
donation within database
Every 7 days (for 2 months) all database will receive
bespoke content marketing and CTA in order to keep up
donations. As soon as they engage with Whizz-Kidz,
they will be dropped out from this rule.
EXISTING DATABASE
2. Newsletter
All database to receive every 15 days a newsletter with
relevant ideas and updates about Whizz-Kidz and ways
to re-engage with the cause
Monday, 9 November 15
22. investment x income
2016
1:11.36
INCOME GOAL
2016: £750,000 2017: £1,000,000
PROJECTED INVESTMENT
2016: £60,656 2017: £80,675 (+33%)
2017
1:11.39
ROI
Monday, 9 November 15
![Founded 25 years ago, Whizz-Kidz
sparkled from an inspiring story of
independence
From that moment on, the charity
has been transforming lives of
disabled kids
Over 18,000 youngsters were
empowered to reach their own
aspirations
Our challenge:
Create a cutting-edge regional IMC
campaign to sustain Whizz-Kidz
growth
briefing
It all started with a bloke in a
bike shop...
“That small action of picking
something off a high shelf meant
something a lot bigger [for the kid]
– it meant independence”
Monday, 9 November 15](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)