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charity: water presentation

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by

Katherine McCarthy

on 23 April 2013

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Transcript of charity: water presentation

GKMT charity: water What is charity: water? Audience Profile Goals Strategies Objectives Output:
Create a press release that highlights "The Birthday Project" by April 2013 to extract an emotional response from the target audience, which will encourage donations and support.
Create an account on Vine, a social media app that shows videos of how charity: water has helped impoverished nations by May 1.
Create an event hosted by Jessica Biel on April 23 that encourages involvement and attracts media attention. SWOT Analysis Client Background Mission
charity: water is a non-profit organization bringing clean and safe drinking water to people in developing nations.
Founded by Scott Harrison in 2006.
Works on a 100% model. 100% of public donations go directly to funding projects in the field instead of organizational costs.
As of 2011 charity: water has served
2,360,000 people
in over 19 countries through
5,997 funded water projects
charity: water sets itself apart by constantly updating a live Google Map with all of their water projects so that investors can see exactly where their donations are being put to use. Reach the target market through new and innovative social media channels
Create media interest by aligning charity: water with bigger corporations
Motivate people to belive in the cause and donate
Continue to help even more people and better the lives of those in need Associate the product with a trendy and philanthropic celebrity to boost overall credibility and popularity.
Publicize the benefits of charity: water through social media.
Host a public event, "Running for Water" that allows people to relate to the cause and inspire involvement, create invitations for the event and invite all media and non-media connectors.
Use event marketing to conduct seminars that teach indivuals about the growing water crisis. Event Running for Water Running for Water is a 5K through the city of Lexington, Kentucky. This event would create local awareness about the water crisis among the target publics and all of the proceeds would go directly to funding charity: water projects in the field.
Theme: The $20 fee it costs someone to register for the run would equal one person in a developing country gaining access to clean water for a year. Those who want to support the cause but do not want to run can purchase charity: water merchandise. Or visit the "Water Bar" where people can purchase charity packages such as "1 person with clean water", etc.
Goal: Get target publics more informed about the global water crisis and make this first local event so successful that other cities will host Running for Water 5Ks. Event Information Event Takeaways Tactics News release - The Birthday Project, Running for water announcement
Host public forums in schools
Invitations
Takeaways
T-shirts
water bottles
Participation certificates
Facebook event
Water Bar tent at 5K
Celebrity Appearances
Founder and CEO, Scott Harrison
Actress, Jessica Biel
Business cards
Monthly newsletter
charity: water backgrounder
charity: water fact sheet charity: water Media Kit Evaluation Production and Distribution
Exposure
Awareness
Comprehension
Retention or Recall
Attitudes or Opinions
Audience Action
Campaign Impact
Environmental Influences Tactics Timeline Budget Conclusion Video? Strengths
100% of all public donations go to funding projects
Provides live Google map updates on funded projects
Establishes deep connections between donors and recipients
Celebrity involvement
Even a small amount of money can make a huge difference
Has helped over 3.2 million people Weaknesses
Lack of awareness about the organization
Lack of interest
Limited media outreach
Lack of presence on social media websites Opportunities
Host more public events
Align itself with popular companies to get more media attention
Create programs in schools to educate the youth about the water crisis Threats
Economic downturn
Recession
People are not as willing to give to charities
Lack of awareness about the water crisis
Other non-profit organizations Caroline Goldsmith, Nancy Katz, Katie McCarthy, Wilder Treadway "Running for Water" Primary Target: Adult Females (age 25-50) Second primary target audience: Adult Retirees (Age 65-80) Demographic: Mothers. College educated. Career driven. Suburbs. Disposable income. Comfortable lifestyle. Earn upwards of $100,000 a year.
Psychographic: Active. Involved. Busy with children. Social media. Current events. Balanced lifestyle. Global awareness.
Behavioral: Active. Environmentally conscious. Sympathetic to others needs. Family organizers.
Media Usage: Informative and entertainment. Cell phones.
Audience Classification: Active. Might have an idea of charity: water but not informed enough about organization Demographics: Men and women. Retired from full time job. Children/grandchildren. College educated. Politically/socially knowledgable. Suburban. Want to give back. Earned over $100,000 a year. Disposable income.
Psychographics: Relaxed. Want to be involved/help others. Push towards action.
Behavioral segmentation: Relaxed. Passive lifeystle. Informed of current events. Interested in local/global events. Don't go out of way to receive media. Impact:
Increase awareness about charity: water within young professionals ages 25-50 by 10% by June 2013.
Reinforce and increase positive attitudes about charity: water within households who make upwards of $100,000 annually by September 2013 Water changes everything.
“Water is an astonishingly complex and subtle force in an economy. It is the single constraint on the expansion of every city, and bankers and corporate executives have cited it as the only natural limit to economic growth.” - Margaret Catley-Carlson, Vice-Chair, World Economic Forum
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