Homepage for the Homeless Campaign Report

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ZULU Advertising Co.

!!!!!Campaign report for GPY&R and !Ladder’s Homepage for the Homeless!!!!Contributors: Katelyn Gillam s3423208 Rebecca Matlioski s3430737 Azahn Munas s3422390 Selby Staynor s3430721 !!

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HPFTH Campaign Report - Zulu Ad Co.

EXECUTIVE SUMMARY

!THE BIG IDEA!“With just one click through Homepage for the Homeless you can shop and stop youth homelessness in Australia”.!!This campaign will reach men and women aged 19-29, encouraging them to utilise HPFTH as a part of their online shopping behaviour, and to share their experience with their friendship networks ensuring further participation, through the use of the hashtag #oneclick. This report utilises the following insights, found through category and target market research, to develop the campaign: 1. Homepage for the Homeless is a unique and easy way to help stop homelessness,

but is mostly unknown. 2. It’s partnership with the AFL Finals season, HPFTH has the potential for immense

coverage 3. The target audience spend a lot of time and money shopping online. 4. The target audience like the feeling that comes from helping others, but not the effort. !The campaign will aim to reach the following communication objectives: 1. seeing increased activity on the Homepage for the Homeless webpage over the next

month, of 15%. 2. to see the increased activity level maintained over the following two months 3. to see online sharing of Homepage for the Homeless increase to over 500 mentions

(measurable through hashtags such as #hpfth) !The initial test site for this campaign should positive results, with the potential for 17, 914 impressions in just a few days on the ground.

!Zulu Advertising Co.!

Katelyn Gillam, Rebecca Matlioski, !Azahn Munas and Selby Staynor.!

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CONTENTS PAGE !!!INTRODUCTION!! ! ! ! ! ! ! ! ! ! 4!

CREATIVE BRIEF! ! ! ! ! ! ! ! ! ! 5!! CATEGORY AND BRAND INSIGHTS

COMMUNICATION OBJECTIVES TARGET AUDIENCE PROFILE CURRENT PERCEPTIONS DESIRED RESPONSE INTENDED MESSAGE AND SUPPORT BRAND PERSONALITY MANDATORIES PROMISE INSIGHTS SUMMARY!

CREATIVE CONCEPT!! ! ! ! ! ! ! ! ! 9!! CREATIVE IDEA

CREATIVE EXECUTIONS AND MEDIA CREATIVE RATIONAL FURTHER IDEAS!

CONCLUSION! ! ! ! ! ! ! ! ! ! 13!! IMPLEMENTATION

EVALUATION!

REFERENCES! ! ! ! ! ! ! ! ! ! 14!

APPENDIX 1 - MEETING MINUTES 15!

APPENDIX 2 - FINAL WIP 16!

APPENDIX 3 - CONTACT REPORT 17!

APPENDIX 4 - TEAMWORK AND COMMUNICATION REPORT 18!

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!INTRODUCTION !Homepage for the Homeless (HPFTH) is an initiative developed to raise funds for Ladder, an independent, non-profit organisation which aims to tackle Youth Homelessness in Australia. Ladder operates with the backing of the AFL Industry, the players themselves and is featured prominently during the AFL Finals season. The organisation is committed to “providing longterm solutions that assist young people to break the cycle of homelessness” (Ladder, 2014). !Homepage for the homeless offers an amazing opportunity for people to make a difference in the life of Australia’s homeless youth, through online shopping. By shopping on some of their favourite websites through portals located on Homepage for the Homeless, individuals are able to shop online and see up to 15% of what they spend donated to Ladder’s youth homelessness programs without any extra cost to themselves. It offers the public a simple and practical way of doing good, with almost zero effort. The only issue is that awareness of the initiative is quite low. ! Through research and development of insights we will develop a campaign which not only raises awareness of Homepage for the Homeless, but will create a viral craze, spreading the word and creating lasting impressions on the target audience. Our campaign will see visitor numbers to the site increase and the number of repeat purchases through the HPFTH portals soar.

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CREATIVE BRIEF !!CATEGORY AND BRAND INSIGHTS!Youth homelessness in Australia remains a massive issue. Currently there are a number of major national agencies aiming to tackle the problem, these include Mission Australia, the Salvation Army and numerous others. Ladder is a non-profit organisation which was established in 2007, aimed at tackling the major issue of youth homelessness. It was founded by a group of AFL players, and harnesses the support of the AFL industry’s profile, networks and players to brake the cycle of homelessness by empowering young people. The organisation offers practical assistance to young people, but more importantly encourages them to follow their dreams, develop confidence, and believe in themselves, to be free of the ‘debilitating impact of homelessness (Ladder, 2014). Ladder’s Homepage for the homeless offers a unique opportunity, in which people are able to donate to the organisation by simply shopping online through the portals on the website. In doing so, up to 15% of their purchases are donated directly to Ladder to support the work that they do. Currently, Ladder are the only organisation to provide such an initiative. The ease of use of Homepage for the Homeless has the potential to generate a large amount of funds for Ladder and to create a real difference to the lives of those less fortunate, however it currently has very low awareness and doesn’t have the financial support of a traditional advertising campaign (HPFTH RMIT Familiar brief, 2014). !!COMMUNICATION OBJECTIVES!Ultimately the objective of this campaign will be to increase awareness of Homepage for the Homepage, measurable objectives of such include: 1. seeing increased activity on the Homepage for the Homeless webpage over the next

month, of 15%. 2. to see the increased activity level maintained over the following two months 3. to see online sharing of Homepage for the Homeless increase to over 500 mentions

(measurable through hashtags such as #hpfth) !!!

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!TARGET AUDIENCE PROFILE!“Ben” is a 25 year old guy who runs a hip little pub in the outer suburbs of Melbourne. He loves his job, enjoys hanging out with mates and loves to travel. He earns a moderate income, and does a lot of shopping online as his job means he works odd hours. He reads a lot of travel blogs and books a lot of his holidays through travel sites such as Expedia and wotif.com. Ben thinks he is ‘a great guy’ and willing to help those less fortunate, as long as it doesn’t inconvenience him too much. The target audience for this campaign are men and women aged between approximately 19 and 29 years old. These individuals would be moderate income earners, who enjoy shopping online through websites such as The Iconic and iTunes and constant use of social media. In fact, statistics show that 76% of all females use their internet time for online shopping, while 75% of males use their internet time for online shopping (Australian Bureau of Statistics, 2011). They are a generation of followers, meaning they spend a lot of time looking at what others do. This means there are a whole lot of influencers, including bloggers, youtubers, tv, radio and music personalities who guide the decisions of the target audience. They would also need to be credit/debit card holders in order to shop online. The chosen audience are a very socially aware generation. In general, they have a good sense of right and wrong, and can see that youth do not belong on the streets. At the same time, however, they are a generation of ‘me’, self-focused and driven, but don’t like to be labelled as selfish. Their disposable income is well spent on enjoying life, rather than necessarily preparing for the future, but their money is still precious, and isn’t given away lightly. They don’t have a lot of spare time to spend ‘doing good’ but recognise the benefits of helping others. Homepage for the Homeless offers the perfect opportunity for this audience. HPFTH is set up perfectly for this target audience, giving them the chance to get involved and help other people without going out of their way or spending any cash.

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IMAGE 1: Example of target audience.!source: http://cache2.asset-cache.net/gc/142892791-hip-young-couple-in-matching-hoodies-texting-gettyimages.jpg?

v=1&c=IWSAsset&k=2&d=RgeSSi3qUPSYm%2BPb0JY4KavParjFW5B%2BQEuwIbHrRXg%3D

http://cache2.asset-cache.net/gc/142892791-hip-young-couple-in-matching-hoodies-texting-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=RgeSSi3qUPSYm%2BPb0JY4KavParjFW5B%2BQEuwIbHrRXg%3D

http://cache2.asset-cache.net/gc/142892791-hip-young-couple-in-matching-hoodies-texting-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=RgeSSi3qUPSYm%2BPb0JY4KavParjFW5B%2BQEuwIbHrRXg%3D

http://wotif.com


!!CURRENT PERCEPTIONS!Currently, Homepage for the Homeless is relatively unknown within the target audience. They currently feel indifferent to HPFTH, as they don’t know about it. However, those few who have heard of the initiative, believe that it is “such an easy way to help those less fortunate” (Courtney, 2014) . This highlights the challenge to be addressed though the development of this campaign, that is, to raise awareness of the existence of Homepage for the Homeless. !DESIRED RESPONSE!Following the implementation of this campaign, the desired response from the target audience would be that they have set HPFTH as their internet homepage and used it as their online shopping portal and are determined to share it with their friends and networks. They should feel accomplished for ‘doing good’ in supporting Ladder’s Youth Homelessness programs through their own personal shopping. And should continue to use HPFTH for all of the online experiences on the relevant partnered sites. Overall, the campaign is not aimed to change existing audience behaviours. Rather it will aim to leverage the audiences existing online spending habits and making them aware of the contribution to made by shopping through HPFTH portals. !INTENDED MESSAGE!By shopping online though Homepage for the Homeless, you can help stop youth homelessness in Australia, with just one extra click. !SUPPORT!‘Homepage for the Homeless is a simple, user-friendly website that will look good as their homepage and constantly remind them to give back to others, whilst purchasing for themselves. Everything from fashion, to music, holidays and gifts is available for purchase, and the best part is that up to 15% of your purchase goes to the charity, Ladder, without costing you an extra cent. It’s just one extra click and your shopping can help tackle youth homelessness in Australia.’ (HPFTH RMIT Familiar Brief, 2014) !!

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BRAND PERSONALITY!Homepage for the Homeless, as an initiate of Ladder, works to raise money to put and end to youth homelessness in Australia. All of Ladder’s work is conducted around three basic values: disciplined, innovative, passionate (Ladder, 2014). The brand aim to be transparent, efficient and accountable, solution focus, collaborative and progressive, while caring about people, the issue at hand (being homelessness) and the overall mission of the organisation. Overall, Ladder aim to empower young people. The tone of campaign should recognise and support theses characteristics, in order to successfully promote Homepage for the Homeless and difference it can make.

!MANDATORIES!1. To direct the audience to set Homepage for the Homeless as their web homepage and to conduct their online shopping through it. 2. to adhere to the values of HPFTH and Ladder, in promoting Homepage for the Homeless

!PROMISE!“I can help stop youth homelessness in Australia with just one click, by doing my online shopping through Homepage for the Homeless” !The campaign will aim to encourage the target audience to take advantage of the unique opportunity that Homepage for the Homeless offers. It’s simple design and concept make helping others so easy. Furthermore, with Ladder’s established programs and initiatives, users can be confident that their contribution is directly helping homeless youths in Australia get back on feet and become empowered.

!INSIGHTS SUMMARY!1. Homepage for the Homeless is a unique and easy way to help stop homelessness,

but it mostly unknown. 2. It’s partnership with the AFL Finals season, HPFTH has the potential for immense

coverage 3. The target audience spend a lot of time and money shopping online. 4. The target audience like the feeling that comes from helping others, but not the effort.

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CREATIVE CONCEPT !THE BIG IDEA

“With just one click through Homepage for the Homeless you can shop and stop youth homelessness in Australia”. !The campaign will reach men and women aged 19-29, encouraging them to utilise HPFTH as a part of their online shopping behaviour, and to share their experience with their friendship networks ensuring further participation, through the use of the hashtag #oneclick. The initial idea is to approach the target audience on the street, in a face to face manner to tell them about HPFTH. They will be encouraged by the fact that with just one extra click, they can be donating to homelessness for free, noting the fact that it takes almost no effort to do something great for other people. Once they have changed their homepage, they will be encouraged to take a selfie in which they are holding a pice of paper which simply has #oneclick written on it, and share their experience on social media using #oneclick and/or @hpfthomeless. These trends would then link to other posts which will be informative and encourage others towards the HPFTH website. The hashtag will act as the crux of the campaign by becoming a potentially viral vehicle for sharing the message of HPFTH. Additionally, when talking to the target audience, #oneclick business cards, with the HPFTH keyhole and #oneclick, will be handed out to create recall, potential live-sharing and help further raise awareness. Door-hangers with the uniform design will be hung around universities, as a further reach point for the target audience.

In order to further encourage viral activity, Australian television, radio and music personalities, as well bloggers and you tubers popular with the target audience will be contacted and encouraged to take part in sharing #oneclick. This will raise further awareness in the target audience and hopefully influence their behaviours, as they are encouraged to take part by the people they admire.

Additionally, businesses who offer communal wi-fi spaces (i.e. Starbucks, public libraries, university libraries etc) will be approached and informed about HPFTH and the #oneclick campaign. They will be asked to take part as well, by changing their wi-fi auto-homepages to Homepage for the Homeless. They’ll also be asked to put out the #oneclick business cards to spread the word.

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CREATIVE EXECUTIONS AND MEDIA

!Homepage for the homeless #oneclick Twitter and Instagram pages

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Key image for campaign imagery! ! ! #oneclick sign!

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#oneclick buisness card and door hanger!

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!!CREATIVE RATIONALE!The choice to base this campaign on a single hashtag stems from target audience research. The target audience are keen internet and social media users, who have seen other examples of viral hashtags in recant times (such as #saveourgirls). Homepage for the homeless is a great initiate to help get youths off the streets, and has the potential to go viral just as other hashtag campaigns. By focusing on the “one click” concept, the campaign resonates with the idea that helping others doesn’t mean putting yourself out, while not harping on the ‘selfishness’ of that concept. This is again based on target market insights. As far as timeline is concerned the best launch time would be around the AFL Finals period as HPFTH is a partner, thus already receives some attention during this period. This timing would mean the AFL Finals series helps support the campaign and vice versa. Finally the facetoface and word of mouth channels for this campaign are integral, as word of mouth helps to create trust in the product being communicated, and in this case has the potential to create longevity in support for HPFTH.

!FURTHER IDEAS

An extension to this campaign could be a secondary hashtag, which would aim to create continued awareness for HPFTH, and longevity for the #oneclick concept. The use of the hashtag would be encourage following purchases completed through the HPFTH website. Customers are encouraged to show off their new purchases on social media. When their purchase arrives, the customer would take a selfie with their item or a lay flat of their items, and post it on instagram/twitter/facebook with #iamstoppinghomelessness/#oneclick which would trend to previous #oneclick and informative posts about HPFTH.

As well as this, if a budget allowed, the production of billboards and metrolites around Melbourne city, would be considered to further promote the hashtag and to encourage people towards Homepage for the Homeless. Hiring more promoters to communicate with and reach more members of the target audience on the streets, would also be considered. This would all the #oneclick campaign to hone in on some more promotion opportunities and potentially give the numbers needed to create a presence at AFL Finals events..

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!CONCLUSION

IMPLEMENTATION !We conducted a test site for this campaign over the duration of a few days. Speaking to 53 members of the target audience, we shared the message of Homepage for the Homeless and got each of them to set it as a homepage link on their smartphones. We then took a photo of them with the #oneclick sign and encouraged them to share it on their social media sites with the hashtag and to start spreading the word about HPFTH. Next we spoke to a couple of businesses, Starbucks and Gloria Jeans, who offer free wi-fi and asked them to get involved. Finally, we contacted a numbers of Youtubers, and bloggers asking them to also get involved in the #oneclick message about HPFTH.

!Evaluation !As a result of our test site, we received really positive feedback. All of the people we spoke to said that they really liked the Homepage for the Homeless concept and couldn’t believe that hadn’t heard about it before. They were all really happy to take part and set HPFTH as their homepage, and were keen to get involved in sharing the message and buying online. Feedback following communication with Starbucks revealed that with some more time, we could go through the correct channels (i.e talking to Starbucks' marketing team), in order to get them on board. We did not get any responses from online personalities, and were unable to contact tv and radio presenters. However, we believe that with more time contact with these people could be established. !In the two days that we spent on the streets talking to people we met 53 members of the target audience who were keen to get involved in the #oneclick campaign. According to Rew Research Centre (2014) the average number of Facebook friends per person is 338. If we assume that each person we spoke to shared their #oneclick photo, the campaign and HPFTH has potentially reached 17, 914 people in just two days. !We believe that #oneclick has the potential to go viral, and if our test site is any indication, awareness for Homepage for the Homeless is set to sky-rocket. !!

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!!REFERENCES !!Australian Bureau of Statistics (2011). Australian Social Trends, Jun 2011. [online]

Available at: http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features50Jun+2011 [Accessed 15 Aug. 2014].!

"Have you heard of Homepage for the Homeless?” Interview. Conducted by Katelyn Gillam, with ‘Courtney’ at Federation Square, Melbourne. (12/082014). .!

HPFTH RMIT Familiar Brief. (2014). 1st ed. [ebook] Melbourne, Australia. Available at: ht tps: / / lms.rmi t .edu.au/webapps/porta l / f rameset. jsp?ur l=%2Fwebapps%2Fb lackboa rd%2Fexecu te%2F launche r%3Ftype%3DCourse%26 id%3D_298098_1 [Accessed 6 Aug. 2014].!

Ladder.org.au, (2014). Ladder tackling youth homelessness: About Us. [online] Available at: http://www.ladder.org.au/index.php?id=62 [Accessed 10 Aug. 2014].!

Smith, A., & Smith, A. (2014). 6 new facts about Facebook. Pew Research Center. Retrieved 12 August 2014, from http://www.pewresearch.org/fact-tank/2014/02/03/6-new-facts-about-facebook/!

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!!!!!!APPENDIX 1 !MEETING MINUTES !!!!!!!!!!!!!!

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!!!!APPENDIX 2 !

FINAL WIP !!!!!!!!!!!!!!

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!!!!APPENDIX 3 !

CONTACT REPORT (including campaign draft concepts document) !!!!!!!!!!!!!!!!!!!!!!

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!!!!!APPENDIX 4

TEAMWORK AND COMMUNICATION REPORT

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Marketing

Homepage for the Homeless Campaign Report