December 2, 2011 | Community Consulting ProjectDanish Ajmeri, Oscar Linares-Leon, Owen Ou, Silvia Kusic
The Arthritis Society
jessica.gale
Team names
The Project - Objectives
Guiding Questions
Market Overview
Current Strategy Issues
Findings from Comparables
Target Market Segmentation
Process of Participation
Recommendations
Table of Contents
The Project
Grow walker participation by
30% in 2012 and 100% by 2014
Identify valuable target
market(s)
Develop engagement strategy for
target market(s)
jessica.gale
Try writing the key question at the top, then the 3 boxes are the answers to the key questionNote if you are putting the metric in(3rd box) - make sure you address how you expect to do that later
paola.blendl
You can include some items from SCQ here and then underneath include the goals.
Guiding Questions
Who would be interested in participating in the Walk?
Why would someone consider participating?
What decisions need to be made at each step in the decision making process?
Only people with a direct or indirect connection to the cause will participate
Awareness of Walk from current promotional initiatives is low
Conversion from database to Walker is poor (2% of Prospects clicked through to the link)
Most people (76%) heard about the Walk through family and friends Key driver of participation!
Team leaders play an extremely important role
Market Overview
Current Strategy Issues
No comprehensive marketing plan for walk
Standard communications material across all segments
Social Media not engaging audience
Online walk registration lengthy
Variability with reliance on local volunteer committees
Word of mouth (76%) walk promotion
Walks Key Success Factors
Description Comparable NFPs example Implementations
Narrow target market
Focus on a relatively small and specific group of people
The Prostate Cancer Canada targets people with a connection to such disease in specific age group
Use different strategies for different market segments
Customize the message and the media used depending on your target
All charities send printed newsletters to all senior citizens in their mailing list
Comparable Non-for-Profit Analysis
Comparable Non-for-Profit Analysis
Walks Key Success Factors
Description Comparable NFPs example
Implementations
Engage sponsors
Encourage sponsors’ employees to get involved
The Crohn's and Colitis Foundation encourages the different offices of a sponsor to participate in a office fundraiser competition
Normalize revenue streams
To avoid dependency, aim for all teams to fundraise a similar amount
The Parkinson Society calls teams whose fundraising goal is low and entices them to increase it
Segmentation
Individuals
CorporationsYouth (under 25)
Young Professionals (25-
35)Middle-Aged (35-
55)Retirees (55+)
Large (1000)
Small (less than 1000)
Employee spearheaded
Market Breakdown
jessica.gale
Not clear how employee spearheaded is different - you need to call out Directly Targeted for Corporation versus Employees Indirectly Targeting the organizationYou're not saying much on this slide - i would combine with the next
paola.blendl
Tie this in with the slides before as well. For example, you outlined your objectives in the previous slide, so maybe you want to make the title match that "1. Identifying the Target Market". This slide is fairly plain, so incorporate the "so what"-- like Jess said, maybe combine with the next slide.
Focus will be on targeting people within the database because they already have a connection to Arthritis.
Target Market Criteria
jessica.gale
The grey point at the bottom - it is not clear how you came up with that? It seems out of nowhere - how does it fit into the story you are trying to tell.
paola.blendl
Make sure you are able to talk about how you are mitigating the "high opportunity cost." It doesn't have to go on the slide, just talk to it.
Benefits of Targeting the Middle-Aged
3 Main Benefits:
1. Largest segment participating (36% of total attendees)
2. Have access to other segments (children and seniors) and will bring these segments to the walk
3. They will involve their corporations through employee initiatives
jessica.gale
They "will" or can? Or increased probability to?
jessica.gale
Anything else you learned about these people? What is the 'so what' of this slide? What are you trying to get through to the audience
jessica.gale
Do you plan on bringing in any of the learnings from other charities? May seems your recommendations sound more based on fact.
jessica.gale
Also you need to make it more clear that you decided to focus on people in their existing database - why? because they have a connection to athritis - THEN transition to talking about improving the process.
paola.blendl
I don't think the title "understanding the middle aged" is representative of the point you're trying to get across. Think more along the lines of "Benefits of Targeting the Middle Aged"
paola.blendl
expand on this. Tie this into your "target market" slide.
Corporate Strategy
Employees at corporations are WITHIN our target market
Consistency
Contact Employees Through Arthritis Society Database with Personalized Messages Catering to Corporate Participation & Incentives.
• 80% retention rate this number is largely comprised of people who have a connection to Arthritis• Rely on a connection because the Walk does not have resources for high entertainment
jessica.gale
I think it would be better if under each chevron, you lay out the process step, and then in a section beneath, write the key learning (See below)
jessica.gale
Are you going to talk about targeting their flyer canvassing based on the target market? what else can they do at each step of the process to improve?Could also potentially add 'reccomentation' here under key learning if their are unique from the next slide.
paola.blendl
In your key learnings make sure you discuss the challenges they've faced and what you have seen as best practices from research. this is a good point to start bridging from issue to recommendation.
Recommendations
jessica.gale
"unexciting" - sounds a bit harshsocial media not engaging - is this right? do you mean not engaging the correct target market? or is undifferentiated? be more specifici would like if you had facts next to each overall claim.for exampl - inconvenient online registration - the fact is "15 clicks to sign up" - how does this compare to other websites?What is the proof/fact for low awareness - the % of people who visit the site after receiving the email?
jessica.gale
In terms of the recommendation, could be more tactical - for social media - what do they ACTUALLY do? Do you think this target market will make a video? Seems like it may be a way to engage the younger audience. Maybe a costume content for what you wear when you walk would be better? and the teams take pictures? video seems too hard.Email - is it also about getting to their point quicker? making the link really stand out? saying it will take 5 mins to sign up (and delivering on that promise)
jessica.gale
I would put the issues in a similar order as the process described in the previous slide. Start with awareness, communications, value proposition, registration, social media
paola.blendl
Make sure you tie your recommendations to your target market. These recommendations are fairly broad-- they could apply to any segment. Why are you chosing these for your target market? Do you think the "middle aged" segment is most likely to be using twitter? Also, as Jess mentioned, each reco you make should adress a specific issue.
paola.blendl
Do you have particuar strategies to address the individuals in corporations?
Focus on Social Media
jessica.gale
Assuming you are going to recommend a strategy for each. Make sure you explain the value of each medium and the high level costs associated. tell them how they can improve --> how can they do better on their Facebook/Linked In pages--> how can they create incentives for team leads to bring team participants? how is this communicated?--> how can they target hardcopy distribution to improve ROI on those efforts?
Danish
paola.blendl.agree with jess. We need to see more details on what you want to include on this slides
Source: Groundswell: Winning in a World Transformed by Social Technologies (2008)
Understanding Social Technographics
Middle Aged Target Technographics
Post Social Media Method
Email Structure
•Customized subject headings
• Need recipients to click
•Embedded promo videos
• Capture attention once email is opened
•Purpose inspired, benefit driven messages
•Early-bird registration prize
•Links to social media, ‘likes” and sign up page
Email Modifications
Purpose Inspired, Benefit Driven
Specific benefits for whole family
Incentive to sign-up early
Segment specific, upfront value proposition
Embedded Video
Spread the word
Sample Email Template
Simplify Registration Process
Video competition through Facebook
•1 minute videos will be submitted to the Society and then edited to brand with Walk intro and outro
•Videos will be uploaded to the Society’s Facebook page
•The video with most “Likes” will win a prize
Benefits
•Online presence and promotion through team networks
•Continuous engagement throughout walk process
“Why We Walk” - Video
“Why We Walk” - Timeline
Conclusion
jessica.gale
Could probably either weave in the takeaways in the chart or make a separate slide if you need / have enough to say.
jessica.gale
Need more on this slide to connect to the goals. Maybe 3 columns - Objective, Recommendations, Impact1. Identify Market --> Focus on middle aged because of X --> Targeted campaign messaging and resource focus on target market (with expected pull through to other segments)etc. etc. connect back with the goals and at LEAST put some qualitative impact - quantitative is better -- i.e. improved website/ email expected to increase click through by 25% = additional 100 visits * sing-up rate = additional XX participants
