Team #: Matthew K. Fox, Ravi Kolipaka Sunny Nayyar, Alexandria Papa

Hult Global Case Challenge 2012Education Track

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“Education is the exit ramp off the endless road of poverty.”-OLPC

Goal• The goal is to provide OLPC tablets to 10 million students in the

next 5 years

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Agenda

• Background• Issues• Campaign• Implementation• Impact

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Background

• What we know:• Each OLPC tablet costs ~$100• OLPC needs on average ~$200M a year for the next 5 years• OLPC financial support has decreased by more than 90%

• Governments in developing countries are facing challenges to raise funds for improved technologies in education.

• OLPC’s stepping up efforts in developing nations in Asia and Africa

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Issues

1. Lack of funding for OLPC2. Limited Government Budget3. Education hurdles

a. Not enough schoolsb. Access to educationc. Lack of trained educators

4. Deployment operations

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Proposed Solution

I Learn With OLPC Campaign

• Innovative cause marketing solution

• Building brand loyalty through corporate sponsorships

• Promote brand awareness • $20 for co-sponsorship

• $120 to sponsor entire tablet and t-shirts6

Why this works?

• Association with Non-Profit improves awareness

• Cost effective way to reach millions of consumers in emerging markets

• Average Cost Per Impression (CPI) of a promotional item is $0.005

• Reduced cost per impression (CPI) of their brand• 9x cheaper than TV, radio and magazine• 62% of people are more likely to buy product• 84% of receivers remember brand name• 85% of receivers retain item 7

Multinational Ad Budgets

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P&G Colgate-Palmolive Unilever Kimberly-Clark Kraft-Cadbury $-

$2

$4

$6

$8

$10

$12

$14

3 year Ad Spending (Billions)

200920102011

• Multi-national corporations• Top consumer product companies that spend on average $10B in advertising

in emerging markets• Country-specific consumer brands with high capital expenditures on

advertising

Implementation Timeline

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Aug 2012Lucknow

and Patna, India

(PRATHAM) and Lagos,

Nigeria (PLP – CGI

Africa)

Dec 2012

Aug 2012 May 2013Before school

starts

Identify Sponsors, NGO/ Partnersand Areas

InitiateOrder OLPC

Tablets

Identify Schools

in Selected

Areas

Train Teachers

Distribute Tablets

to Students

Jun 2013School year

begins

Jul 2013Identify new areas

and prepare for rollout

Replicatein

Other Cities and

Countries

• Improve distribution & deployment operations• Promote development of local entrepreneurs

Impact of Campaign

Win-Win Strategy:• Positive impact on society and children• 400% increase in gross per capita income• 40% increase in life expectancy

• Improved awareness and building of brand loyal

“The ultimate in marketing is a one-on-one relationship with every consumer in the world.…help educate them, and they become productive members of society, the economy will be stronger, more people will be able to buy our products and throughout that life cycle of activity, loyalty will be created.”

Robert McDonald, CEO P&G10

http://www2.unescobkk.org/elib/publications/TrainingManual/MODULE1.PDF

Thank You• Questions?

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References

1. http://www.qualitylogoproducts.com/lib/roi-of-promotional-products.htm2. http://ezinearticles.com/?Screen-Printed-T-Shirts-Have-Incredible-ROI&id=43123073. http://www.asicentral.com/asp/open/Research/impressionsstudy/index.aspx4. http://nonprofitbrandingblog.com/2011/10/nonprofit-branding-cost-impact-and-us

e-of-logo-t-shirts/

5. http://www2.unescobkk.org/elib/publications/TrainingManual/MODULE1.PDF

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More pics

• Nigeria

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CPI CalculationsCost Per Impression 2012 2013 2014 2015 2016

Year 1 Year 2 Year 3 Year 4 Year 5 TotalStudents 400,000 1000000 1800000 2800000 4,000,000 10,000,000

Cost/(Tablet+distribution+training+maintence) $110 $110 $110 $110 $110Total Tshirts 810,000 2,025,000 3,645,000 5,670,000 8,100,000cost/Tshirt $4 $4 $4 $4 $4

Sponsorship Required to pay in full $47,240,000 $118,100,000 $212,580,000 $330,680,000 $472,400,000

Sponsors/Tablets 6 6 6 6 6# of tablets 400,000 1,000,000 1,800,000 2,800,000 4,000,000Proj A Cost / Spot $20 $20 $20 $20 $20

impressions/yr of Tshirts 1170 1170 1170 1170 1170impressions/yr of tablet 520 520 520 520 520cost/impression per spot per year $0.0116 $0.0116 $0.0116 $0.0116 $0.0116

Total tshirt impressions over 1.5yrs 1755Total tablet impressions 5 yrs 2600CPI total $0.0045 14