GOOD BEGINNINGS: THE GREAT TRIBAL CHASE

TEAM NAME: CHANNEL FOUR NEWS TEAM SCHOOL NAME: RMIT UNIVERSITY MELBOURNE AUSTRALIA SCHOOL WEBSITE: WWW.RMIT.EDU.AU FACULTY ADVISOR CONTACT: KERIN BREARLEY LECTURER AND FIRST YEAR CO-ORDINATOR ADVERTISING PROGRAM - SCHOOL OF APPLIED COMMUNICATION RMIT UNIVERSITY CITY CAMPUS CNR LATROBE AND SWANSTON STREET MELBOURNE VICTORIA 3001 T: (+61) 3 9925 2958 F: (+61) 3 9925 3457 E: KERIN.BREARLEY@RMIT.EDU.AU

CHANNEL FOUR NEWS TEAM

ELLEN FROMM
CREATIVE DIRECTOR/ COPYRIGHTER

ALIA MADKHUL
GRAPHIC DESIGNER

NICOLE LOYSON
ART DIRECTOR

JUSTINE CRISTINI & HANNAH MARCHESI

& MEDIA PLANNING

ACCOUNT SERVICE/STRATEGY

KERIN BREARLY
SUPERVISOR

contents
EXECUTIVE SUMMARY...............................................................................................1 SITUATION ANALYSIS .................................................................................................2 Internal...................................................................................................................2 External.................................................................................................................3 SWOT........................................................................................................................4 COMPETITOR ANALYSIS..............................................................................................6 TARGET AUDIENCE..................................................................................................8 TARGET PROFILE......................................................................................................9 BUSINESS STRATEGY ..............................................................................................10 MARKETING STRATEGY............................................................................................11 7Ps ........................................................................................................................12 COMMUNICATION STRATEGY .....................................................................................13 CREATIVE BRIEF.....................................................................................................16 MEDIA PLAN............................................................................................................18 Ambient - Flash Mob............................................................................................19 Community Newspapers.......................................................................................21 Social Media...........................................................................................................22 Radio .....................................................................................................................24 CREATIVE SOLUTIONS ..............................................................................................25 MEDIA SCHEDULE ..................................................................................................29 BUDGET..................................................................................................................30 EVALUATION ...........................................................................................................31 REFERENCES..........................................................................................................32 APPENDICES ..........................................................................................................33

EXECUTIVE SUMMARY
Since 1997, forty thousand vulnerable children have been provided with opportunities and the support needed to have a better chance at life. Despite the excellent work undertaken, Good Beginnings is facing a plethora of challenges. The most prominent is that all Australian charities operate in an extremely cluttered environment. Added to the financial strain from the vast market share, there is also a current decline in charitable donations due to the uncertain economic climate in Australia (Client brief). Another major issue that charities face everyday is the lack of advertising and promotion dollars. White-collar workers in the Sydney CBD, between the ages of 25-50 have been targeted, in order to meet the objective of attracting 100 corporate teams to the event. The key insight revealed was that they make decisions based on logic, thinking with their head over their heart in relation to charities. Research showed that in the saturated market, the target audience often found it hard to choose a charity and also saw the constant pressure to support another charity overwhelming. The strategy employed is to change this perception, making the target audience excited to compete against colleagues with the bonus of knowing theyve made a difference in a childs life.

We have developed a strategy that uses both push and pull promotional elements. Using the AIDA principle we intend to get the consumers attention and raise awareness using an ambient Flash Mob. Flyers will be used to generate interest by promoting rational benefits. Newspaper and radio will create further desire by reiterating the benefits with Interactive Online and social media prompting a call to action. PR will also be used to generate buzz and positive brand awareness. The campaign will center around the big idea of the guerilla flash mob as this is the most cost effective, exciting way to generate mass-awareness. It is anticipated that such a PR event will lead to free media coverage in mainstream mass media. The Flash Mob will be based in the CBD and reinforces an intention of The Great Tribal Chase, getting active with your colleagues. The event will takes place on the 5th of May 2013. Due to budget restrictions all communication costs were kept to a minimum. Communications have been tailored to suit channels that are either free or donated by partnering organisations.

situation analysis
Good Beginnings is an Australian charity that was founded in 1997. Since then they have helped 40,000 vulnerable children with the opportunities and support they need to make a difference in their lives. Good Beginnings focus on early intervention programs, which prevent the abuse and neglect that underprivileged children often face on a day-to-day basis at home. Although a worthwhile cause, Good Beginnings faces the challenge that all charities face, getting people involved with little to no financial support available.

INTERNAL

Political

economic
Social

Government funding, ABN so they pay tax Is it tax returnable?

Economic growth deters people from investing in charity Australian resources boom could encourage people to invest in charities

Over two-thirds of Australian charity over a foreign charity (Charity Perceptions Report, 2012). 60% of people feel under continuous pressure to give and are tired of being asked for donations. Close to two-thirds of Australians believe disaster relief to be the most important type (sporadic). Health and poverty ranked second and third most important respectively. 90% of women donate money more often, compared to the 84.1% of men who donated less frequently but larger donations when they did. Both of whom fall into the 35 - 44 age bracket (Giving statistics, our community 2010). Primary motivation for giving were strategic profit maximisation or political reasons (international journal for not for profit and sector marketing). Social approval from peers by being involved in a charity event, social capitol networks. motivation is social gain amongst colleagues and friends.

technological

Technological change enables innovation. Increase in online donations (Giving statistics, our community 2010) Particularly the use online media makes reaching the target market easier.

EXTERNAL

strengths

Renowned charity dedicated to a worthy cause. Look after in need families and children Good Beginnings is already receiving over $700,000 p/a in both Corporate and Public Donations. Childrens issues pulls on heartstrings. This event is not just a fun run, it is set up like an amazing race, the thrill of competition rather than a tired race. Tax deductible donations

weaknesses

Very limited advertising and communications budget due to the charity relying on donations Communications are targeted to a wide audience, families and businesses. These target audiences are difficult to reach but to the abundance of charities and general advertising clutter Lack of brand awareness, been around for a long time but does not have strong branding to set itself apart from competitors. Direct Competitors, for example Salvation Army, has a large portion of the market share. Over the past 12 months, many significant charities have experience declines in charitable giving, despite sophisticated donor solicitation programs, due to the uncertain economic climate in Australia. These declines are of up to 20%.

SWOT
opportunities threats
Corporate sponsors will want to affiliate with the charity for a positive brand image. Communications can play on corporate egos Boost brand/donator interaction and online awareness It is a fun event that will appeal to hardworking corporates As a new event The Great Tribal Chase provides a platform for The Good Beginnings charity to develop The Great Tribal Chase will also attract new participants and awareness for future events

Abundance of charities fighting for the same target market Plethora of charities and community group that use fun runs to raise awareness and money Cluttered charity environment.

SwOT about it?

The Great Tribal Chase is an innovative event that has the potential to generate awareness and interest. However, on no budget and an vast array of other charities, they may struggle to stand out.

COMPETITOR ANALYSIS
Direct Competitors SAME CORPORATE TARGET AUDIENCE
The main competitors are those fighting for the same target audience. Businesses are becoming increasingly concerned with the social appearance of their workplace and are partnering up with various charities. There are countless events sponsored by business however the ones with the largest market share is the Annual CEO Sleepout held by St Vincent De Paul, the Cancer Council Australias Biggest Morning Tea, Barnados Australia who organise various fun runs and marathons to raise money for a very similar cause. There is also the Everyday Hero Events organised by Rotary groups, the primary event held is the Annual Pub2Pub charity fun run and walk which is based in Sydney and the participants can choose their own charity to donate to. All the charities are connected to local hospitals or charities dedicated to curing and supporting children with cancer (Rotary, 2012).

Direct Competitors
SAME CAUSE, DISADVANTAGED CHILDEN IN AUSTRALIA

This is a very cluttered environment with countless charities all working towards a similar mission of protecting children. The most well know are listed below and a full list can be found at (Australian Charities Guide, 2012) Variety, the childrens charity Best chance ACMF- Australian Childrens Music Foundation The Smith Family PCYC groups Inala youth services Banardos Aunties and Uncles Kitchen garden foundation ACAS- Aboriginal Childrens Advancement Society Act for kids (formerly Abused child trust) AMF the Alannah and Madeline Foundation keeping kids safe Ardoch youth foundation- making education a reality Big Brother Movement BBM LTD Beacon Foundation Berry Street Boys town Bravehearts Brisbane youth services Evolve

Indirect Competitors CHARITIES THAT WORK WITH CHIDLREN

Indirect competitors are the plethora of charities dedicated to helping sick children. They are all well known charities, which have major sponsors but a different mission. A number of the charities are listed below or for a full list refer to (Australian Charities Guide, 2012). Red Cross The blue ball Leukemia foundation Camp quality ConnecTed Foundation Clown Doctors- The Humour Foundation Kids foundation Make a wish Red kite Ronald McDonald house charities Sids and Kids Starlight foundation Mission Australia Heart foundation Another indirect competitor is International charities that work with children in the third world. Briefly they are Bethany childrens services, Child Wise, Child Fund Australia and World Vision.

Substitute Threats FACTORS AFFECTING DONATIONS AND PARTICIPATION Summary of Competitors

Other more removed threats are every other charity, local or international. There is also the threat of business spending their money on upgrades or not spending at all due to the economic down turn.

As there is many charities in the market and Good Beginnings does not have the highest market share, they will need to monitor the direct competitors such as The Smith Family and Salvation Army to keep up to date with their communication and ensure Good Beginnings is diverse and engaging.

TARGET DEMOGRAPHICS: AUDIENCE

ney in the CBD
In order to achieve the objective of obtaining 100 corporate teams signed up for the Great Tribal Chase we will be targeting white-collar workers between the ages of 25-50 in the Sydney region. As we want to attract both men and women to sign up for the event there will be no skew based on sex and the campaign will be targeted towards the 9-5 working lifestyle.

They are currently living in Syd Working as white collar workers 81.5% are married and have 1-2 fer to Appendix 1)

children in their household (Re-

Income of $40,000+

They are aged between 2550 with a majority in the 39-45 bracket (Refer to Appendix 1)

The key insight found through research was that 60% of the target audience make decisions based on logic rather than emotions (Refer to Appendix 3) and respond with their head rather than heart when dealing with charities.

50% are Mothers with children dix 1)

between 6-15 (Refer to Appen-

Roy Morgan research disclosed that the target are proud of their families (Refer to Appendix 3). They like to help others and believe it is an important part of who they are (Refer to Appendix 2) however live a full and busy life which makes it harder to do this (Refer to Appendix 2) They believe the gap between rich and poor is growing but their ability to help is impacted by the fact they have recently cut down their spending (Refer to Appendix 2) and many make decisions based on logic rather than emotion thinking more with their head than heart when considering charities (Refer to Appendix 3 ). They would like to lose weight (Refer to Appendix 2) but juggling work and family has made it difficult to fit in exercise. They are optimistic about the future (Refer to Appendix 3), which means they are more likely to donate to charities than those that are not (Giving statistics, our community 2010).

PSYCHOGRAPHICS:

ROY MORGAN VALUE SEGMENTS:

29% identify themselves in the visible achievement category (Refer to Appendix 3) 30.7% Socially aware (Refer to Appendix 3). From this it can be speculated the target are successful in their jobs, they are highly individualistic and dont feel the need to impress people, they place value on their home lives. However, they are socially active in the community and have a strong sense of social responsibility.

Hi! my names Mike Im a 40-year-old Dad working for Deloitte accounting in Sydney. Im married to Marianne whos 35 and works in a HR firm. We have two children Molly whos 8 and Spencer who just turned 12. Id definitely say Im a family man and feel so lucky that Marianne and I both have good incomes to provide for them. We want to teach our kids about value so we try not to spoil them.

TARGET PROFILE:
Hi! Im Danielle Im 31 years old and I work as an account executive at BHP ltd. Im married to David whos 33 and works as a Lawyer. We both live in the inner suburbs of Sydney and have one daughter, Rachel whos four. Dave and I are both pretty busy we definitely dont go out as much as we used to but still keep active, Ive even started teaching Rach to ride a bike to go on family rides. Most of my individual out and about time is during lunch hour. We love our work lives and colleagues and I must say I miss going out for weekly Friday night drinks! But right now my focus is on family and giving Rachel a good upbringing. I love to listen to music and I browse the Internet often, I enjoy facebooking and looking at blogs in my spare time however also like to keep up to date with the news. I hate the growing gap between rich and poor and how worse off so many people are. Id love to help out by supporting charities but I dont have enough time to research them and get confused by which one does what.

Marianne and I both live busy lives and try to juggle work and family commitments. Working out is next to impossible now days, I can only fit in the odd jog or walk on the weekend. I dont watch a lot of commercial TV I prefer the ABC and SBS to other channels. I do spend a lot of time online checking emails and browsing, partly for work and partly for leisure. I like to keep up with the news and read the newspaper daily, I want to do my part to help out and I give to a charity or two Marianne and I know and trust, we just dont have time to research organizations and get frustrated at how many charities there are asking for donations.

 Find, secure & encourage 100 corporate teams from major corporations in Sydney to enroll and partcipate in the Great Tribal Chase 2013. Fundraise at least $500 each per team between February - April 2013.

MARKETING OBJECTIVES

COMMUNICATION OBJECTIVES

Increase consumer awareness of the Good Beginnings charity and consequently the Great Tribal Chase. To be measured by the amount of teams registering in the chase and the level of involvement (donations) following the event. This will be measured by 100+ teams participting in the event. To develop a long term brand relationship with Tribal Chase participants (measured by donations 6 months after the race and the volume of participants in the 2014 race).

business strategy
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GOOD BEGINNINGS MISSION MARKETING STRATEGY

Builds better outcomes for children in vunerable communities through effective early intervention programs.

MARKETING STRATEGY

GOOD BEGINNINGS The marketing strategy forMISSION this campaign

Builds better outcomes for children in vulnerable communities through effective early intervention programs least $500.

is designed to secure 100 corporate teams to The marketing strategy for this campaign is deigned to secure 100 corporate teams enroll and participate in The Great Tribal Chase to enroll and participate in The Great Tribal Chase, and for each team to fundraise at

and for each team to fundraise at least $500.

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PRODUCT

gs Australia. s. Good Beginnin ention program rv te . 7 in 9 y 9 rl 1 a d e e g d un by creatin Organisation fo port. ralian children st u A sk ri t and family sup a s s m rt o ra p g p ro su p g munities ty ri Cha vunerable com ractical parentin p in r n e ff re o ild s g ch in r n fo in utcomes Good Beg to build better o is n o si is m y n ms. a Comp rvention progra te in y rl a e e iv ct through effe

PLACE

vides over innings proh g e B ery d o o G roug out ev th s m ra g ro p ry o . 120 te and Territ ta S n lia a tr s u e A C nr Early Years fo r e n rt a P tres.

PRICE
PROMOTION

Services free of charge for kids and families in need.

7PS
PEOPLE

Good Beginnings has existing media relationships with supported media cha nnels. Company Facebook, Twitter and Youtube channels as well as independant website. Youtube channel Media also provided via Comm unity Message channels such as FreeTV and newspaper. Partnership with corporate com panies such as Muffin Break

Ch ar Go ities operate od Beg i inning n a very clut s curre t ntly lac ered environ m k a lot of awa ent. r eness The . Great T ribal Ch 1. Fam ase inc ilies orporat 2. Mat es thre es e main 3. Cor targets porates :

POSITION

Goo d Begin nings b Con lue and tinuatio yellow lo n of the b brandin go lue use g such d for oth . as the c er harities website

PACKING/

BRANDING

ING

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COMMUNICATION STRATEGY
The communication strategy for this campaign is designed to increase consumer awareness and develop a long-term relationship with Good Beginnings.The first element that the strategy will tackle is the lack of awareness. This will be done by marketing the event in a fun way that will attract 100+ corporate teams for the event. The Great Tribal Chase will be promoted through numerous communication channels; community newspapers in metropolitan NSW and Sydney, online media; Facebook & YouTube channels and a flash mob event in the Sydney CBD involving school age children. The flash mob event will be used to generate excitement and curiousity. It will work towards a pull strategy where the target want to learn more about what the Great Tribal Chase is about. The use of corporate dress and integration of schoolaged children in the flash-mob-dance will resonate with the target who are parents, working professionally that have a desire to be more active. The second element of this strategy is strengthening the longevity of the relationship the target has with the charity. For a long-term relationship to be established the consumer must care enough about the brand to invest time and money into the charity in the future. Once the decision has been made to get involved with the brand (participate in The Great Tribal Chase) the initiative needs to be taken to keep these participants active. To do this the Good Beginnings Facebook and YouTube pages must become more interactive; updating charity info and events regularly and allowing people to tag and check in at events via social media. This allows for the target to create their own community within the charity, allowing them to continue to be involved with the brand/charity once the key event (Great Tribal Chase) is over. Similarly, this also keeps them aligned for the Tribal Chase the following year of 2014.

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FEEL. DO. THINK.

BEFORE COMMUNICATION AFTER COMMUNICATION
FEEL: Confused and frustrated when I get approached by a new charity. DO: Donate to one or two charities that I know and trust. THINK: Theres far too many charities in Australia. FEEL: Excited to participate in a fun event that promotes team building! DO: Sign up for the Great Tribal Chase and tell other colleagues about it. THINK: New Beginnings is a great charity that helps vulnerable children.

TONE:

Fun, inviting, competitive and emotionally rewarding.

BENEFIT LADDER
Emotional Reward:
I feel proud of myself for helping out less fortunate children during my weekend.

Product Benefit:

The Great Tribal chase is a great team building exercise.

Consumer Reward:

I get satisfaction from being up and active on a Sunday morning.

Product Attributes:

I participate in a mini great amazing race with my colleagues.

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PosITIONING STATEMENT
in Sydney, OUR: Great Tribal Chase IS: a charity event ey for under privileged children

TO: To white collar workers living

THAT: is a fun way to raise monBECAUSE: they get to take on their colleagues in a mini amazing race! The Great Tribal Chase is a charity event that is a fun way to raise money for unprivileged children because I get to verse my colleagues in a mini amazing race!

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AGENCY: Channel Four News Team CLIENT: Good Beginnings CAMPAIGN: The Great Tribal Chase

CREATIVE BRIEF

BACKGROUND:

Good Beginnings Australia is a charity which has been supporting at risk children since 1997. By offering practical parenting programs and education they help to build better outcomes for children in vulnerable communities throughout Australia. A new initiative is The Great Tribal Chase which is an exciting urban adventure race, staged in Sydney in May 2013. The proceeds go to Good Beginnings Australia in their endeavor to support children and families in need.

COMMUNICATION OBJECTIVES:

Good Beginnings is looking to increase consumer awareness of the charity through The Great Tribal Chase event. This will lead to an increase in long term donators by strengthening the brand relationship.

TARGET AUDIENCE:

This campaign is targeting males and females, 25-50. They are white-collar workers in the Sydney CBD. They like to help others and believe it is an important part of who they are however live a full and busy life which makes it harder to do this.

CONSUMER INSIGHT:

The key insight found through research was that 60% of the target audience make decisions based on logic rather than emotions when dealing with charities.

PROPOSITION:

The Great Tribal Chase is a fun way to interact with colleagues outside of the office whilst helping others.

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SUPPORTING REASONS:

Refreshing way of making a donation. Competing against your colleagues. Helping children in need while enjoying yourself Promotes team building skills

BRAND PERSONALITY: TONE OF VOICE:

Good Beginnings Australia is optimistic and pro-active, its social and promotes change through education and support networks.

The campaign needs to be fun and promote rivalry in the office, thus reflecting The Great Tribal Chase challenge. Communication needs to be positive and encouraging without being patronizing or condescending.

DESIRED CONSUMER RESPONSE:

Want the target audience to be generous with their time and donations without being overwhelmed by the social issue at hand. We want them to feel good about making a difference whilst spending valued time with colleagues. An enjoyable experience and positive brand association will lead to future donations.

MANDATORIES:

Good Beginnings logo The Great Tribal Chase logo Event dates Facebook, Twitter and YouTube logos to direct to those mediums

MEDIA:

A5 photocopied flyers given out after the flash mob detailing dates and information. Facebook page dedica Strachan Lane, Melbourne, Victoria ted to the event. Website set up for event Youtube channel/presence Community newspaper ads- pre and post event Radio news read mention

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MEDIA

PLAN

AMBIENT - FLASH MOB

The flash-mob is a free and innovative way to generate awareness for Good Beginnings and the Great Tribal Chase. The flash mob event will occur the week commencing the 14th of April 2013, held at the Sydney Square during lunchtime on a working day. One member of the flash mob, dressed tribal attire, will start by dancing on their own, and slowly, one by one, the rest of the Tribe will follow. Eventually all of the flash mob will be in the dance, demanding the attention of all of those in the square. The mob will primarily be made up of men and women dressed in business suits. A poignant song to use would be Opposite of Adults by Chiddy Bang due to the child related lyrics. Although not essential for the success of the flash-mob, a suggestion is to involve a select group of 10-15 students from an inner CBD school between the ages of 12-15, in the event joining the flash-mob in the last couple of minutes. A dance could be taught to the group of children during sports time promoting both creativity, ingenuity and exercise and further promoting the Good Beginnings brand image. It would be anticipated teachers would volunteer to accompany/ supervise children on the day of the event and it would be practical to contact a school in walking distance of the CBD. We feel the inclusion of children in the event would not only enhance awareness but also be more engaging. Towards the end of the dance, ideally the business jackets would be removed to reveal branded Tribal Chase shirts. At this time members of the group would reveal banners (pre-existing ones) to reveal to the crowd what the purpose of the flash-mob is about. At the conclusion the 5-minute dance, adult members of the flash-mob will distribute flyers promoting the Tribal Chase Event. This last contact point will serve as the final reminder and link between the flash mob and the Good Beginnings Tribal Chase, detailing when, what, how and most importantly why they should become involved. The flyers, which will be distributed after the flash-mob event, will easily be created in-house only incurring overhead costs. They will be full colour A5 and disclose information about the Great Tribal Chase and Good Beginnings directing the reader to the online website. This event is deliberately spaced 2 weeks in front of the Tribal Chase event to allow time to garner interest and awareness. The most important part of this ambient approach is the subsequent media it will generate, with commercial TV stations broadcasting the footage. It is suggested the mob is organized through a company such as Syd-mob, however, we would also encourage any Good Beginnings volunteers/ workers to get involved for fun and be available to speak to press after the event.

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FLASH MOB STORYBOARD:

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community newspapers
It is suggested that advertisements should be placed in donated local newspaper spaces. These newspapers are Good Beginnings sponsors and will expectantly donate print ad space for this campaign. As the target are frequent consumers of newspapers and they allow us to present more information about the event to a captive audience. The half page colour ads will run in each of the publications two weeks prior to The Great Tribal Chase. Daily advertisements cannot be placed, as these are community newspapers with a weekly turnaround time. As it is donated media, the amount of ad space will be limited and advertisement sizes may have to vary depending on the publication. The ads will vary in content but will all be an extension of the flyers. Those prior to the flash mob will focus of publicising that event whereas the ads prior to the Tribal Chase will heavily focus on encouraging people to participate at the last minute.

LIST OF THE COMMUNITYNEWS PAPERS:

Blacktown Advocate Cantebury-Bankstown Express Central Coast Express Advocate Fairfield Advance Hills Shire Times Horsnby Advocate Inner West Courier Liverpool Leader Macathur Chronicle Manly Daily Wentworth Courier Mosman Daily Mt Druitt Standard NewsLocal North Shore Times Northern District Times Parramatta Advertiser Penrith Press Rouse Hill Times Southern Courier Village Voice

It is also suggested newspapers with higher circulation such as the Sydney Morning Herald are informed about the flash-mob event as it is will generate news-worthy excitement amongst bystanders and lead to free promotion to a wider audience.

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SOCIAL MEDIA
Although Good Beginnings have a Facebook Page (as shown below), a YouTube channel and the company website, they are currently lacking awareness. A general increase in the maintenance of the pages (specifically the social media) would see an increase of activity and interest (measured in likes). Regarding the Good Beginnings Tribal Chase, both pages will begin promoting at the start of March. Such promotion could involve posting or videos about prominent individuals who are preparing for the event, the post of a new sponsor joining the ranks, anything that demonstrates people getting involved in the charity and the event. For example, allowing people to check in at the Tribal Chase Event and tag others there would not only promote the event but also make those who were not involved regret missing out on the fun. The guilt from this, could then elicit a click through to the Good Beginnings website (from links on the Facebook or YouTube page) so that an immediate donation could be made online.

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The Facebook and YouTube pages will still remain active after the event, to continue to build the relationship with the target audience. A recording of the flash mob dance can easily be placed on YouTube free of charge enabling those that enjoy the performance to post and share it with their colleagues and friends.

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RADIO:
2UE954 News Talk Fairfax network is also a sponsor of the Good Beginnings charity and would ideally donate air time. The Great Tribal Chase event will be mentioned during the news by the newsreader to serve as a reminder and inspire those who havent yet heard about the race or considered forming a team with their work-mates. This mention of the event will act as an informant rather than an advertisement. Newsreader: And the weather for today, top of 24, Wednesday, 21 and cool, with a top of 26 and sunny days for the rest of the week. Dont forget to check out the Great Tribal Chase event, which is being held on the 5th of May by Good Beginnings, Theyre a wonderful charity helping underprivileged children and the chase is a great way for you and your workmates to form a tribe and run amuck around Sydney! You can find out more on that at www.goodbegginings.com These ROS News time mentions will run Monday to Friday 2 weeks prior to the Great Tribal Chase so it coincides with the print ads.

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CREATIVE SOLUTIONS
25

PRINT AD

26

FLYER ONE

27

FLYER TWO

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MEDIA SCHEDULE

BUDGET = $0
Our aim is to create a campaign using only in-house resources and free ambient which should be covered as an overhead cost. and online media. We have outlined the approximate cost of printing the A5 flyers

MEDIA:
FLASH-MOB SCHOOL INVOLVEMENT FLYERS YOU TUBE FACEBOOK WEBSITE

FORMAT:
Ambient Volunteering Full-Colour A5 Online/PR Online Online

COST:
Free- organized by a company such as Sydmob and volunteers. Free- student and teacher volunteers for flash-mob in an area that does not require paid transport. Free- if using in-house printing services.

Free- Video can be uploaded at no cost and spread using Facebook. Free- Tools that can be accessed and used for promotion by Good Beginnings representatives. Free- Use current in-house services to cre ate Great Tribal Chase Specific page.

NEWSPAPER PR TOTAL:

Full Page Spread Free Media

Free- If using donated local Newspaper space. Free- The flash mob will cause enough hype to be featured in a news article/ segment on a news program.

$0 PRINTING = $100 - $200 for coloured flyers WEBSITE DEVELOPMENT = Approx $300$500 could find a volunteer or in-house developer for this

IN-HOUSE COSTS

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GAUGING SUCCESS
Qualitative and quantitative research will be taken pre and post the campaign in order to measure how successfully objectives were met. The measures used will include Number of corporate teams 100+ Over $50,000 fundraised by corporate teams 1000 new donors generated for Good Beginnings database from those that donated to corporate teams Those that donated or participated in the Great Tribal Chase give again in the future when contacted by Good Beginnings (Measure via database) Web site hits You Tube hits Increase in Facebook likes Record how many donations were received through the Facebook donate generator Increase in overall donations PR generated, record who, where and when other newspapers or TV channels spoke about Good beginnings and The Great Tribal Chase Qualitative research will allow the campaign to be analysed and revised. It will also gauge success by finding out if consumer perceptions towards Good Beginnings have changed and how. Surveys pre and post campaign, conducted on the streets by volunteers Interviewing people after the flash-mob to find out what they liked/ what they didnt Asking those that donate where and how they found out about Good Beginnings/ the Great Tribal chase

EVALUATION:

KPIs

Over 100 corporate teams sign up Over $50,000 is raised by these teams More regular donors are secured Positive feelings towards Good Beginnings and the Great Tribal Chase (Measured via surveys) Greater awareness of what Good Beginnings does (Measured via surveys/interviews)

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Australian Charities Guide, 2012, Find your Charity, Online http://www.australiancharityguide.com/ charities.htm#700992649 [19/08/12] Noble G, Cantrell J, Kyriazis E, Algie J. 2007, Motivations and forms of corporate giving behavior: insights, International Journal of Nonprofit and Voluntary Sector Marketing, Issue 4. Wiley-Blackwell Online [27/08/12]

REFERENCES:

Rotary, 2012, 20th Annual Pub2Pub Charity Fun Run and Walk, Online http://www.everydayhero. com.au/event/pub2pub2012 [19/08/12] Australian fun runs list http://www.mycause.com.au/mycause/raise_money/listing_event.php Millward Brown, 2011, Charity perceptions Report 2012 Millward Brown Research http://www.millwardbrown.com/Libraries/Australia_Downloads/ Millward-Brown_Australian-Charity-PerceptionsOverview-2012.sflb.ashx Our Community, 2010, Selected Giving Statistics Our Community Pty Ltd http://www.ourcommunity.com.au/general/general_ article.jsp?articleId=4381 Roy Morgan Single source Australia: July 2008June 2009, Asteroid database Levine, M, Benjamin, C Roy Morgan values segments Roy Morgan Single Source: January December 2010, http://www.roymorgan.com/products/values-segments/values-segments.cfm

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APPENDIX 1 : DEMOGRAPHIC STATISTICS, AGE, MARITAL, CHILDREN IN HH, MOTHERS, Roy Morgan Single Source July 2008-June 2009, Asteroid Database

APPENDICES:

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APPENDIX 2: PSYCHOGRAPHICS, Helping Others, AGREE- want to lose weight., cut down spending, full and busy life Roy Morgan Single Source July 2008-June 2009, Asteroid Database

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APPENDIX 3: PSYCHOGRAPHICS CONTINUED, Gap between rich and poor, Optimistic about future, Values segments, AGREE respond with heart over head, proud of family Roy Morgan Single Source July 2008-June 2009, Asteroid Database

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APPENDIX 4: MEDIA HABITS, HEAVY INTERNET, OUT AND ABOUT Roy Morgan Single Source July 2008-June 2009, Asteroid Database

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