socks for lansing - integrated marketing campaign 2014
TRANSCRIPT
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MEET THE TEAM
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A G E N D A
• I N T R O D U C T I O N
• T H E F A C T S
• I N S I G H T S
• C A M P A I G N
• N E X T S T E P S
• Q & A
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INTRODUCTION
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S O C K S F O R L A N S I N G
Lansing City RescueMission needs socks
Socks for Lansing isborn Fall 2013
1st campaignlaunched November11th-29th
962 new socks werecollected and donated
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THE FACTS
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P R I M A R Y R E S E A R C H
17 Question Survey, 130 participants
Participants said the most convenient way to donate is
through point of purchase, followed by public spaces
and outdoor bins
of people who took
our survey were 18-
25
years old
out of the 130
people who have
donated to a
non-profit in the
past half year
Money
Food
Sh
oe
s
Socks
Dia
pers
Mis
c Ite
ms
Oth
er
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S E C O N D A R Y R E S E A R C H
Donations are highest in December
Donations are highest during work hours
Charities rarely make deliberate efforts to solicit young adults
Word of mouth is the most powerful form of promotion
About 75% of young people gave money to a nonprofit in 2011
70% said they helped solicit donations
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L A N S I N G
D E M O G R A P H I C S
0
20000
40000
60000
80000
100000
EAST LANSING LANSING
POPULATION113,996
48,518
MEDIAN AGE
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Focused ob jec t i ve
Good branding and
aesthet ics across the board
Success fu l f i rs t campa ign
Tapped in to a cause t ha t
was no t ge t t ing p roper
a t ten t ion in the Lans ing a rea
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Lans ing a rea has a lower
t han average househo ld
income
Mul t ip le l oca l compet i to rs
No corpora te o r loca l
sponsors
No revenue s t ream or
funding p lan
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INS IGHTS
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CREATIVE BRIEF
What we want the advertising to do
Who we want to talk to
Insights of Target Audience relevant to campaign
Problems brand is currently facing
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C R E AT I V E B R I E F
How our advertising will address problems
What tone we want to evoke
Key Message & Benefits
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CAMPAIGN
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C O R P O R AT E I D E N T I T Y
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O U T O F H O M E
4
6
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B I L L B O A R D S2 4 / 7
V I S I B I L I T Y
S I M P L E
C A L L T O
A C T I O N
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C O L L E C T I O N B I N S
C H E A P,
M O D E R N ,
T R E N D Y, &
W E L C O M I N G
W I L L B E P L A C E D I N
L O C A L L A N S I N G
B U S I N E S S E S :
R I Z Z I D E S I G N S
D O C T O R S / D E N T I S T S
M S U U N I O N
W O O D E N
P A L L E T
B O A R D S
L I N I N G W I T H I N
T O K E E P F R O M
S N A G G I N G
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D I G I TA L
2 0 1 4 S O C I A L M E D I A G O A L S
E N G A G E W I T H F A N S
B U I L D B R A N D I N
G
B U I L D C O M M U N I T Y
C H A N N E L C U S T O M E R F E E D B A C K
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T W I T T E R
# W O O LW E D N E S D AY S
C O P Y, P I C T U R E S , V I D E O S ,
& L I N K S
F I N D TA S E T M A K E R S A N D
K E Y I N F L U E N C E R S
I N C R E A S E D A C T I V I T Y Y E A R R O U N D
W H E R E H A V E Y O U R S O C K S B E E N ?
R U N C O N T E S T S A N D P R O M O T I O N S
I N T E R A C T I O N T H R O U G H P I C T U R E S , V I D E O S , &
L I N K S
FA C E B O O K
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D I G I TA L
SMARTPHONE APP WEBSITE DEVELOPMENT
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E V E N T M A R K E T I N G
What up Dawg Fundraiser
Tom + Chee Fundraiser
Teaming up with Greek Life
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R A D I O
T A R G E T A U D I E N C E
POST CAMPAIGN
•Recap and thank you
DURING THE CAMPAIGN
• Information
PRE-CAMPAIGN
• Teaser
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V I R A L V I D E O
STORYBOARD PRE-CAMPAIGN + DURING
STORYBOARD POST-CAMPAIGN + RESULTS
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P U B L I C R E L AT I O N S
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P R O M O T I O N A L I T E M S
K E Y
C H A I N S
B R A N D E D
S O C K S
P R A C T I C A L , R E L E V E N T, & C R E A T I V E
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S H O R T T E R M
• Increase brand
awareness
• Raise money through
local fundraisers
• Create convenient &
appealing donation sites
L O N G T E R M
• Build brand awareness
• Secure annual donations
• Advance Socks For
Lansing into a well-
established Lansing area
nonprofit
C A M PA I G N G O A L S
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NEXT STEPS
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M E D I A P L A N
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QUESTIONS?
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THANK
YOU!