SICK KIDS FOUNDATIONMarketing Case Study

Created by Ramkumar Iyer, Evonne Chen, Kate Kim, Sabrina Lee, Andrea Dzialowski

Table Of Contents

Background and analysis on Sick Kids Foundation

Competitive Analysis Business Objective Target Audience, Objections and Benefits Unique Selling Proposition Strategy, Communication and offer Results & Budget

Background - Industrial

The Economic Crisis has influenced from national industrial structure to personal living.

The Globe and Mail reported decreased charitable tax deduction over the last decade.

SickKids Foundation (SKF)

Founded in 1875, affiliated with the University of Toronto. Supporting the Hospital for Sick Children (SickKids).

One of the world’s foremost pediatric health-care institutions and Canada’s leading center dedicated to advancing children’s health through the integration of patient care, research and education. 

Large organization, Worldwide reputation, Global partners In 2011, 52.5% of its general funding was generated by

only direct marketing. Donation is more likely declined in recession.

COMPETITIVE ANALYSIS

Competition

Plan Objectives & Opportunities

Objectives Opportunities

Explore new strategies combination

Strengthen donor relationship

Establish buckle to overcome incoming barriers

Corporate partnership collaboration

Increase average donation by 25%

Let the donors to become influencer!

Convert 10% of current one-time donors into regular donors (Miracle Club)to achieve 75,000 active Club members

Technology:• Online charity auctions• Social media• Mobile applications

TARGET AUDIENCE

Primary Audience

Profile- Canadian Women- In her 40s’- Living in GTA- Financially stable- Well educated- Have a family- Personal connection with

SKF

Secondary Audience

Profile- Wealthy Canadian

Professional - Late 30's- early 50's- $120,000 household

income- Living in GTA- Highly involved in

community development

Other Audiences

Senior Citizens- In their early 60's to

70's- Have grandchildren - Enough saving- Believe in services

of SKF

Generation Y- Young professionals- Tech savvy- Wants to be included

and get involved in community development

AUDIENCE OBJECTIONS

Audience Objections

X

Irritation caused by excessive communication

Lack of incentive and

personal connection to

SKF

Financial Objections- Budget constraints- Economic Recession- Job loss

BENEFITS

Benefits

- Emotional Satisfaction

- Satisfying the desire to help children

- Customized ways to donate and opportunity to

connect with likeminded people

- Media exposure, publicity and brand awareness

UNIQUE SELLING PROPOSITION

Unique Selling Proposition

http://www.sickkidsfoundation.com/events/default.asp

Unique Selling Proposition

Unique Selling Proposition

MARKETING STRATEGY

Colorful stories

With a personalized communication, SKF's objective involves delivering the stories of its sick kids through paintings and drawings, to create an emotional connection to motivate one-time donors and Miracle Club members to increase their donation amounts.

COMMUNICATION OBJECTIVE

Future is in your hands

Our communication revolves around the idea of talent and future of kids which lies in donor hands while creating an emotional connection. Demonstrating how a little extra can really make a huge difference in lives of many kids.

CHANNEL STRATEGY & OFFER

CHANNELS

Direct Mail e-

MailSocial Media

Events

The big idea

SKF will organize an annual painting event called the “Art For All” for the sick kids in the hospital.

A gift of hope

All the paintings from the competition will be put up for sale on a big scale event held at the end of the year.

We will recognize the winning kids with donation amount received from the sale of their painting. And rest of the kids will receive certificate of participation.

What is in it for Miracle Club Members?

Top 20 paintings will be digitally enlarged (framed) and sent out to Miracle Club Members when they agree to pay a $5 i.e. 25% extra every month/annually.

They shall also receive a free invite to visit the painting display event held at the end of the year. The first 500 registrations at the event will receive a free giveaway.

They shall also receive a invite to visit the big scale painting display event to be held at the end of the year. The first 500 registrations at the event will receive a free giveaway.

What is in it for One-time donors?

Another 60 paintings will feature on our annual calendar (5 variations) along with the story of the sick kid who painted it, and will be sent out to one-time donors who agree to pay a 25% incremental donation amount.

EXPECTED RESULTS & BUDGET

Donor Cultivation Success Metrics

• Response Rate: 3%-7%

• ROI: must be positive!

Our donors already have an established relationship with SickKids. We expect more from them.

Financial Impact @ Expected Response Rate

Response Rates:• Direct

Mail: 2-7%

• E-mail: 2-5%

• Event: 5-10%

REVENUE:$1,696,500• Direct

Mail:$640,000

• E-Mail: $702,500

• Event: $354,500

COSTS:$ 488,897• Direct

Mail: $216,650

• E-Mail:$ 70,315

• Event:$ 201,967

NET PROFIT

$1,207,693

Return on Investment

Benchmarks:

Direct Mail: 80%

Event: 50%

E-mail: 40%

Budget Highlights @ Expected Response Rates