Socks For Lansing - Integrated Marketing Campaign 2014

MEET THE TEAM

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

INTRODUCTION

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

THE FACTS

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

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

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

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

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

INS IGHTS

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

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

CAMPAIGN

C O R P O R AT E I D E N T I T Y

O U T O F H O M E

4

6

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

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

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

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

D I G I TA L

SMARTPHONE APP WEBSITE DEVELOPMENT

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

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

V I R A L V I D E O

STORYBOARD PRE-CAMPAIGN + DURING

STORYBOARD POST-CAMPAIGN + RESULTS

P U B L I C R E L AT I O N S

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

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

NEXT STEPS

M E D I A P L A N

QUESTIONS?

THANK

YOU!