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A presentation presented to UNICEF as part of my MBS Digital Marketing course in 2010. This was a post summary of our pitch to Google and what we would have done different. This pitch was for a initiative to help raise awareness and much needed funds for UNICEF in their battle to help end starvation in the world. This was part of my MBS Digital Marketing in DCU, Dublin, Ireland.
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Group 5: Corporate Audience
Christopher CashenDerval ConcannonNiamh DowneyDan HigginsTom MuldowneyCaroline MullenEimear MurphyEmma O’BrienLaura PopescuLyn White
Agenda• Our Initial Concept
– The Thinking Behind the Concept– The Actual Outcome
• Team Structure & Roles• Objectives
– Marketing and Financial Objectives– Team’s Personal Objectives
• Corporations Approached– The Amended Concept Pitched– The Pitch to Google
• What would we do differently• Challenges and Opportunities • Questions
Our Initial Concept
Source: Insights Spark Great Ads. Paul Moran. Marketing Magazine. May 2010
“you can’t bore people into buying your product”
David Ogilvy
The Thinking Behind the Concept
The Actual Outcome
Logistics Finance & Metrics
Chris Cashen
Tom Muldowney
Dan Higgins
Laura Popescu
Emma O’ Brien
Niamh Downey
Team Structure and Roles
Marketing & Financial Objectives
The Team’s Personal Objectives
Objective Outcome
To utilize the digital marketing skills acquired throughout the academic year
To improve communication, presentation and team-work skills
Promoted event on Facebook and Twitter.
Created a youtube video
Professionally pitched concept to Unicef & Google
Collaborated as part of a large group
Corporations Approached
The Amended Concept Pitched
• T-shirts replaced Onesies• Google and UNICEF Co-Branding• Renamed “Believe in Zero”• Retained “Zero” Aerial Photograph
Pitch to Google
Pitch well received:
- Google requested for skill-sharing element to be included
- We provided additional ideas
However……
Ultimately Google’s CSR aim is to get employees to work with older people in the community
What we would do differentlySearch of OnesiesConfirm resources before the 1st pitch
Understanding Clients NeedsResearch and ask questions
Pitch More Than One IdeaAllow For Flexibility and Adaptability
Additional PitchesApproach More Companies
Additional Time AllocationStart Project End of Semester One
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Challenges & Opportunities faced Not for Profit/ Charity Sector
• Recession• Fatigue• Intense competition• Transparency• Lack of measurable results
Challenges
• Create events that focus on Donation of time and money
• Support Local causes• Creation of long term initiatives
= real change• Communicate measurable
results
Opportunities
Questions?
