SPELL IT OUT FOR THE KIDS CAMPAIGN PROPOSAL DOCUMENT
INTRODUCING THE 7TANS
WE ARE 7TANS About us A tangram is a puzzle consisting of seven pieces which are arranged to create a near unlimited amount of different figures and shapes. The 7 Tans consists of seven passionate Advertising students who work together to create effective, innovative, targeted and most importantly memorable advertising solutions. In this instance we’ve come together from a variety of backgrounds and skill sets to create a solution that increases public awareness along with providing United Way with a new source of annual income.
FACULTY ADVISOR Donna O’Neill
DESIGN INSTITUTION Academy of Design Australia 20 Otter Street Collingwood 3066, VIC Phone: (03) 9676 9000 Website: http://www.academyofdesign.edu.au/
Well-designed communication has the potential to sell a product, change consumer opinion or even create lifelong memories. This brief has been a great opportunity for us to work together to harness this power of communication for the greater good of the Australian Community. Thank you for the opportunity to work for this worthy cause; United Way and thank you for taking the time to review our creative solution. We hope you enjoy reviewing our solution as much as we’ve enjoyed working on it.
TEAM MEMBERS Cassandra Tamburo Scott Nenadovich Ryan Busacca Julian Consiglio Johnathan Akiki Jean Philippe Smith Ghazanfar Hussain
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EXECUTIVE SUMMARY
EXECUTIVE SUMMARY For United Way Australia to continue building its resources to providing essential early years support to children at risk of vulnerability it needs to overcome three primary marketing issues. •
The first issue is a very limited marketing budget and resources.
•
Additionally United Way Australia suffers low public brand awareness.
•
Finally they must compete with other charities with greater budgets, resources and public awareness in an incredibly competitive and flooded market.
United Way Australia must raise significant capital as well as spread their message to the Australian Public; that when children start school with support to succeed in the early primary grades the cycle of disadvantage is broken. As a result, the whole Australian community benefits. The campaign name ‘Spell it out for the Kids’ is based upon Fast-Moving Consumer Goods to ‘spell out’ their name grammatically correct to directly assist with early childhood learning outcomes during the 2018 ‘Back to School’ period. This document provides substantial evidence for the campaign’s feasibility, effectiveness and revenue-raising methods. This initiative can be utilised by United Way Australia to provide more support and further improve the Australian community.
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TABLE OF CONTENTS
5
Creative Brief 6 Target Audience Profile
7
Research Corporate Philanthropy
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8 9 9 10 11 13
Additional Benefits to Corporate Philanthropy Corporate Philanthropy through Sponsorship Packaging The impact of products on child development and well being Primary Research: Fast-Moving Consumer Goods that use Spelling Maipulation Case Study - Ideal Partnership Candidates for the ‘Spell it Out for the Kids’ Campaign
Media Selection and Strategy
CONTENTS
Marketing & Communications Plan
14
Rollout & IMP 17 Creative Solutions / Executions
19
Logo & Badge 19 Sanitarium Packaging Mock up 20 Ideal Partnership Candidate Packagings 21 Campaign Proposal Document & Folder 23 Kids Spelling 24 Packaging Concepts 25 Web & Catalogue 26
Resource Planning Considerations
27
Budget 28 Evaluation Methods 29 Conclusion
30
Bibliography 31
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MARKETING & COMMUNICATIONS PLAN
MARKETING & COMMUNICATIONS PLAN MARKETING STRATEGY The ‘Spell It Out For The Kids’ campaign has been created to build new partnerships with Parent Companies of Fast-Moving Consumer Goods (FMCG) to raise annual funding for United Way Australia. In addition to providing funding the campaign will also assist with the education and development of Australian children. Successful implementation of the campaign will result in increased awareness and significant donations to United Way Australia.
COMMUNICATION OVERVIEW United Ways’ goal is for all Australian communities to prosper. The solution to much of the problem today is to ensure that children start school with the skills they need to learn and thrive. When children (aged 0-5) receive essential early years support this breaks the cycle of disadvantage. Our communication will inspire Parent Companies of FMCG by encouraging them to work with United Way Australia to become part of the solution, so that we all thrive.
COMMUNICATION STRATEGY The ‘Spell It Out For The Kids’ strategy is to directly engage Parent Companies of FMCG by revealing their potential to improve early childhood learning outcomes through this campaign. This communication is to be uplifting, positive and solution-based. Communication will also prove the commercial benefit to Parent Companies through research and past corporate philanthropy case studies. Once they realise that partnering with United Way Australia is beneficial the communication extends to the Australian public through forms of nontraditional media. This media will raise additional funds, gain mass awareness for United Way Australia and directly assist with early childhood learning. Overall, ‘Spell it out for kids’ is both a fundraising and educational campaign designed specifically to interact on both a corporate and consumer level more significantly and impact-based than any other campaign, ultimately helping United Way Australia to provide support for early children’s development.
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CREATIVE BRIEF United Way Australia
BUDGET $6000
TONE AND IMAGE Communication must include the target audience as a vital part of the solution to breaking the cycle of disadvantage. Keeping the focus on this inclusive solution, rather than the problem will aid to maintain a positive and inspiring tone.
OVERVIEW
MESSAGE
The primary marketing issues of United Way Australia include; a very limited marketing budget and resources; low public brand awareness and having to compete with other charities in an incredibly competitive and flooded market. To continue providing support for Australian children, United Way Australia requires a new annual source of donation income in order to sustain itself. Parent Companies of Fast-Moving Consumer Goods (FMCG) are an ideal partner for United Way Australia. Corporate Philanthropy financially benefits these Parent Companies as much as it does provide much needed support for United Way Australia’s cause.
It is essential to provide children (0-5 years) at risk of vulnerability with early years support to that they can succeed in the primary grades. When children can thrive, it breaks the cycle of disadvantage and the Australian community as a whole benefits.
OBJECTIVES A creative advertising campaign resulting in increased donations from the target audience. This campaign should require the target audience to feel a part of United Way Australia’s cause. The campaign must also prove to them the commercial benefits of partnering with United Way Australia. Additionally, it is essential for the campaign to spread mass awareness among the general public of Australia.
DELIVERABLES REQUIRED Several integrated media vehicles to initially engage the target audience, followed by a mix of media that the target audience can take part in to assist in United Way’s cause. Less traditional media and budget conscious media are encouraged. At least of three different media are required to create a multi-dimensional campaign.
TARGET AUDIENCE Parent Companies of Fast-moving Consumer Goods.
IMPACT & AUDIENCE BEHAVIOR IN RESPONDS TO THE CAMPAIGN The target audience will feel inspired by United Way Australia’s cause to make a positive impact to the Australian Community. They will want to donate generously to United Way Australia and become a partner of the campaign, assisting with the creation of non traditional media vehicles that work for United Way Australia, and the target audience.
COMPETITION One of the major marketing issues of United Way Australia is fierce competition by other charities in a competitive market. In particular there many charities that are currently, or in the process of being supported by the target audience. These other charities receive more recognition from the public, but also have a far wider donor base (corporate and personal donations) than United Way Australia. It is mandatory for the campaign to prove that partnering with United Way Australia is of benefit to the Target Audience. Additionally the campaign must provide exposure, increase awareness and build salience for United Way Australia.
SELECTION OF IMAGES When selecting, or creating imagery for the campaign, it is recommended to show positive images of the solution e.g. Children linking hands together. At all cost we must avoid placing emphasis on issues of disadvantage without a strong emphasis on the solution as this will affect the positive, inspiring, impact-based tone and message. It is important that all photography or illustrations are the correct resolution, 300dpi for print and 72dpi for web.
MANDATORY INCLUSIONS United Way logo and strapline ‘Strengthening Communities Together’ to feature within the communication.
SCHEDULE Client Phone conference Submissions to IAA Potential presentation
1st September 26th September 31st October
(To the Client, Judging Panel and IAA Board)
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CREATIVE BRIEF
CLIENT
TARGET AUDIENCE
TARGET AUDIENCE OVERVIEW Fast-Moving Consumer Goods (FMCG) have a greater influence on early childhood development (0-5 years) than what one would expect. Early education is a major part of a child’s development and the packaging has a clear influence on the early childhood demographic, especially with products that are child-centric i.e. ‘Coco Pops,’ ‘LCM Stix’ or ‘Weet-Bix’. Some FMCG have the ability to transcend beyond just being an item on a shelf and can be a part of our vernacular when describing an object in a general sense. We’ve become accustom to heading to the ‘fish n chip’ shop or grabbing a drink out of the ‘esky’ or blowing our nose with a ‘kleenex’. If FMCG brand names have become synonymous in our vocabulary, imagine the effect on developing children. Many of these brands have made the calculated decision to either simplify their product name to stand out on the shelves or have made a design choice relating to their packaging. In either sense it has an effect on consumers and can contribute to learning difficulties.
CORPORATE PHILANTHROPY: OVERVIEW FMCG have always had an existing connection with charitable causes, whether that may be through external organisations or manifesting their own entity. When corporations provide funding or resources to external charity organisations it is an act of corporate philanthropy. When communication is well designed and executed, corporate philanthropy can give brands a significant competitive advantage (Tonello, 2011). For this reason corporate philanthropy is an essential part of any sensible business strategy. It is not uncommon for FMCG brands use corporate philanthropy opportunities to align their values with those of a charity. FMCG brands are aware of the Australian consumer being more supportive of charitable causes especially those supported by large entities, as the promotion is more widespread and a notable name is often more trusted than a standalone charity. Supermarket brands understand the psychology of “helping the community” through relatable causes that inspire the consumer to support.
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RESEARCH
RESEARCH
CORPORATE PHILANTHROPY Companies engage in corporate philanthropy for a mix of reasons. Charitable contributions have the potential to increase shareholder value. Nevertheless, executives also make corporate giving decisions based on self-interest. In the year 2012-13, over $850 million dollars was donated to a wide range of charity and non for profit organisations by Australian businesses (ABS, 2013). It is theorized that the primary reason for philanthropy is that companies have a “moral obligation to assist in the communities in which they do business” (Tonello, 2011). Whilst in a sense, moral obligation does play a part in reasons for corporate philanthropy, it is not the primary reason. The two main reasons behind corporate philanthropy are as follows: When a corporation experiences high financial performance, there is more flexibility with yearly budgets, making it easier to donate to charity.
45%
If a corporation has a poor competitive position, they use Cause Based Marketing to improve their positioning. It is essential to the campaign for United Way Australia to confidentially approach Parent Companies of Fast-Moving Consumer Goods (FMCG). Knowing the two main reasons for corporate philanthropy reveals that these Parent Companies will be open to partnering with United Way Australia, however we also need to know who makes decisions of which charity organisation receives corporate philanthropy. In a 2011 study of 721 companies a total 45% of respondents stated that “personal interests of CEO/board members” had the most weight in determining the corporate philanthropy program. (Making the Business Case for Corporate Philanthropy, 2011). This was the most frequent response. In the same study, 49% of participants stated that the CEO was involved in making specific funding decisions. Whilst this would seem obvious, further analysis of data supports that “corporate foundations allocate relatively more funding to a non profit organizations affiliated with the CEO” (Tonello, 2011).
49%
If the ‘Spell it out for the Kids’ campaign is to be successful, United Way Australia must effectively communicate directly with the board of directors & CEO to increase chance of parent Companies of FMCG to partner with United Way Australia.
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RESEARCH
ADDITIONAL BENEFITS TO CORPORATE PHILANTHROPY
CORPORATE PHILANTHROPY THROUGH SPONSORSHIP PACKAGING
Along with the two main reasons for participation in corporate philanthropy as outlined there are many other benefits that United Way Australia can communicate to the Parent Companies as per the ‘Spell it out for the Kids’ campaign.
The vast array of benefits to the Parent Companies of FMCG provides the ‘Spell it out for Kids’ campaign with a very strong evidence for Parent Companies to partner with United Way Australia as part of our campaign. This section of the report further explores communication vehicles that the FMCG can use to provide corporate philanthropy to United Way Australia.
When corporation communicate their corporate giving programs it can provide a significant competitive advantage. Growth in philanthropy programs has a direct relationship with future revenue growth. Furthermore these philanthropy programs are not just a distribution of profits, but directly improve financial performance. Increased customer satisfaction is yet another benefit of corporate philanthropy, which also increases revenue. This benefit works very much for Parent Companies of FMCG that are aimed at children, as the values of education carried by United Way Australia provide an excellent opportunity to increase customer satisfaction and opinion of parents. Another often overlooked benefit of corporate philanthropy is to improve the quality of life in communities where the the company does business. In this instance it is United Way Australia’s goal to support the Australian Community which in turn “enhances the size and quality of [the Parent Company’s] customer base” (Tonello, 2011). The final, most important benefit to Parent Companies of FMCG is the act of altruism associated with purchasing products that give generously to not for profit charities. “Altruism has been described as the consumption of “warm glow” and [is a] purchase of moral satisfaction” (Strahilevitz and Myers, 1997). It is integral to the campaign that additional media created by the Parent Companies of FMCG must strongly communicate the partnership between the Parent Company and United Way Australia, so that consumers feel good about their purchases, thus providing significant benefit to the target audience.
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Research in both academic and applied literature finds that sponsorship and packaging is a “key tool to gain competitive advantage” (Woodside and Summers, 2007). It’s no surprise that the global packaging market has been estimated at US$500 billion (The Effect of Sponsorship Endorsed Packaging On Consumer Attitudes, 2007). Similarly sponsorship has become has become an increasingly popular communication vehicle with worldwide sponsorship spending reaching $30.5 billion USD. Whilst both the global sponsorship market and global packaging market are both mainstream communication vehicles for FMCG and other Consumer Goods, other research has not considered sponsorships contribution in a packaging context. “Macro environmental trends such as increased market clutter, in-store decision-making and reduced advertising budgets, suggest an increasing role for product packaging as a brand communication vehicle” (Woodside and Summers, 2012). Additionally, research suggests that Sponsorship acts in a similar way to a celebrity endorsement. In retrospect, marketing strategies that communicate sponsorship on the product packaging would vastly benefit Parent Companies. As part of the ‘Spell out out for the Kids’ campaign an endorsement from United Way Australia would be highly beneficial to Parent Companies for FMCG aimed at children, who will benefit from the messages of focus on child education carried by United Way Australia. Through further research outlined above it is clear that Parent Companies should use sponsorship packaging as a vehicle on their FMCG to provide corporate philanthropy and partner with United Way Australia, this will become an integral part of communication to Parent Companies as per the ‘Spell it out for the Kids’ campaign.
PARENTAL ATTITUDES One important consideration for the ‘Spell it out for the Kids’ campaign is the attitudes of parents. In a 2008 study by Ozchild (Pitman, 2008), parents were interviewed to investigate the opinions of parents on child marketing. The following findings are most relevant to our campaign: •
63% felt their children were defined too much by their possessions
•
55% indicated they had been successfully pressured by their children to buy products they felt to be ‘junk’ or ‘too expensive’
The global packaging market has been estimated at
Concerns of being defined by their possessions may initially appear irrelevant to our campaign of targeting Parent Companies of Fast-Moving Consumer Goods (FMCG). However, this knowledge can become an invaluable insight to prevent brands from focusing on material goods unrelated to education, should they decide to create media that expands upon sponsorship packaging. In a more positive light, our communications focus on childhood education will be refreshing to parents whose children are bombarded with selfish, material based advertising. “Assuming [that children spend] on average 2½ hours [watching TV] per day… children would see over 9,125 advertisements per year” (Pitman, 2008). As a result, the Parent Brand’s educational communication will be well received, engage with parents and instill a connection between the FMCG brand and parent consumers. Regarding the influence of children on their parents regarding product purchase decisions, these findings emphasise the effect and influence that products have on early children. If children have such a strong ability to push their parents into purchasing products that they desire it is clear that children have a very strong connection and are influenced by products. This influence (outlined in the next section) will become an important part of the communication to Parent Companies of FMCG as part of the ‘Spell it out for the Kids’ Campaign.
Children watch TV
HOURS PER DAY
Exposing them to
Per year (on average)
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RESEARCH
THE IMPACT OF PRODUCTS ON CHILD DEVELOPMENT AND WELL BEING
RESEARCH
THE SPELLING MANIPULATION AND ITS EFFECT ON CHILDREN Large brands have the leeway of manipulating traditional language to suit their identity or marketability. The general idea is to stand out on the shelf so making language or product names more approachable is a common technique employed. Packaging design is a major strategy employed to market towards children. A common design element of this packaging often includes a vibrant visual, ‘fun’ typography and a colour palette to specifically to target children. Though this general aesthetic is associated with most other mediums for the child demographic (ages 0-5), it’s expertly used to be an eye catcher on supermarket shelves. Along with products using a childlike aesthetic, spelling and literary techniques are primarily crucial to obtaining a child’s attention, with children much more likely to resonate with product names they’re able to pronounce as opposed to more complex words. While literacy changes are used to make products more appealing to early aged children (0-5) the changes can be a hindrance to their growth and learning. Perception is everything when trying to read language. Altering interpretation before they’re given a chance to learn the correct pronunciations or spellings does stagnate their growth. Orthography is the conventional spelling system for language but when adapting to advertising those conventions change. Spelling manipulation becomes prevalent as either a marketing strategy or trademark use to simplify language in a manner that’s more phonetic based as opposed to traditional spelling. There are different subcategories of orthography in advertising for example: ‘Re-spelling’ is a term referring to non-standard spelling. Instead of ‘You’ the word is appropriated with just the vowel ‘U’. Another alternative is ‘Vernacular orthography’ which refers to linguistic and semiotic principles often associated with popular culture text i.e. ‘Toys R us’. Spelling in advertising often derives from cyberculture and new media, so it’s a natural progression for advertisers to employ this strategy. ‘Divergent Spelling’ is often a popular technique used that attracts or is designed to place focus on a trade mark. ‘Krispy Kreme’ is a prime example of this as the name’s sole purpose is to be unique and divert away from traditional spelling.
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The most relevant however and most important sub category is ‘Children’s Creative Spelling’. This refers to the simple sound of a word and spelling it according to the phonetic interpretation. The word ‘Night’ for example can altered to ‘nite’. This is where children’s interpretation can be skewed and affect their intellectual development. Ultimately Brands don’t have this intention when considering how to stand out on the shelves. Whilst their objectives differ from humanitarian motives it’s important to recognize and bring forth a discussion about the effects it has on developing intellect.
PRIMARY RESEARCH: FAST-MOVING CONSUMER GOODS THAT USE SPELLING MANIPULATION As part of the campaign research, our team visited major supermarkets to find out the severity of spelling manipulation used for Fast-Moving Consumer Goods (FMCG) found on Australian supermarket shelves. Whilst our findings are concerning to the learning outcomes of children, they provide much support to the feasibility of the ‘Spell it out for the Kids’ campaign. The many FMCG that we found using spelling manipulation are listed on the right.
RESEARCH
THE KRAFT HEINZ COMPANY – Heinz Beanz THE KRAFT HEINZ COMPANY - Cheestik Wedges THE BEL GROUP
- Cheez Dippers
THE DAILY DRINKS CO. - Prima - Snak Pack
CEREBOS AEROPLANE - Jelly Lite
GREEN’S GENERAL FOODS – Poppin Popcorn WOOLWORTHS – Froot Rings HEALTHERIES – Potato Stix HASBRO HASBRO
– Stickee bowl – Dry Erase
FIVE:AM – PowerPak FONTERRA
- Calci Yum
HASBRO – Play-Doh SIGMA PHARMACEUTICALS
– Lip Eze
BOSTIK – Glu Stik BOSTIK – Blu Tack BOLTON GROUP – Uhu Stic BIC – Cristal FERRARA CANDY COMPANY
Brite Crawlers
DARRELL LEA – Loquorice Choc Stix ARNOTT’S – JATZ – CLIX ARNOTT’S – Vita Weat, Teevee Snacks, Tic Toc ALLEN’S – Kool Mints KELLOGG’S – LCMs – Split Stix KELLOGG’S – Froot Loops, Coco Pops HUGGIES – Dry Nites UNCLE TOBY’S – Le Snak SANATARIUM – Weet-Bix
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RESEARCH
CASE STUDY: IDEAL PARTNERSHIP CANDIDATES FOR THE ‘SPELL IT OUT FOR THE KIDS’ CAMPAIGN As part of research of this campaign we have identified five ideal Parent Companies of Fast-Moving Consumer Goods that are ideal and likely candidates to partner with United Way Australia as part of the ‘Spell it out for the Kids’ campaign. Criteria for selection include the following: •
Corporate philanthropy is an integral part of their existing marketing strategy, either to internal or external charity causes
•
Own either a range or a singular iconic FMCG that use Spelling Manipulation in their product name (not including sub-brands)
•
Be perceived as a ‘Big Brand’ by the general public of Australia
It is important to note that beyond these five ideal candidates there are many more Parent Companies of FMCG that are just as likely to partner with United Way Australia as part of the campaign, especially after these five ideal candidates join the ‘Spell it out for Kids’ campaign.
CAMPBELL SOUP - ARNOTTS Arnotts has become an iconic brand, famous for its grand ownership selection of biscuits that all Australians know and love. The Arnotts Foundation is an existing subdivision of Campbell-Arnotts that supports a number of different charities in Australia, these include Camp Quality, Foodbank, Driver Reviver and Fairy Sparkle. (The Arnotts Foundation, 2016) In the financial year 2014, the total revenue fundraised for charity was $8.8 million AUD (Arnotts Annual Report, 2014).
KELLOGGS In Australia, Kelloggs is a leading brand for breakfast cereals, especially cereals that are aimed at the childhood demographic. Kelloggs regularly participates in philanthropy Kellogg Company and the Kellogg Company Fund. In 2013 they provided $13.4 million in cash and $47.6 million in food we supported a variety of nonprofits and charities (Kelloggs, Our Community, 2013). Additionally Kelloggs in the US has an existing partnership to United Way USA, with a record breaking USD $7.3 million in 2012 (Kellogg Company Announces $7.3 Million Contribution to United Way 2012)
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KIMBERLY-CLARK Huggies, owned by the Kimberly-Clark are a the leader for infant sanitary products. Being an international company, Kimberly-Clark’s donations are global, however one positive finding is that Kimberly-Clark has existing partnerships with United Way USA. Over the last decade Kimberly-Clark and it’s employees have contributed more than USD $60 million to United Way USA. (Kimberly-Clark, Programs and Partnerships, 2016)
NESTLE In Australia, Nestle owns a very large range of Fast-Moving Consumer Goods in many different categories. Our campaigns focus for Nestle products lies within Allen’s Lollies and Snack foods aimed at children. The Nestle Foundation is a division of Nestle focused on the Study of Problems of Nutrition in the World (Nestle Foundation, About the Foundation). Whilst this cause is unrelated to the ‘Spell it out for Kids’ campaign, United Ways branding will benefit the Nestle’s FMCG that are intended for children.
SANITARIUM The final ideal candidate for partnership is Sanitarium, owner of Weet-bix arguably the most iconic and Australian breakfast choice rivaling only vegemite. Sanitarium, has existing philanthropy ties to the following charity organisations, Australian Red Cross, Foodbank, Adventist Development and Relief Agency Fund (Sanitarium - Our Partners) making them an ideal candidate for the ‘Spell it out for the Kids’ campaign
MEDIA SELECTION & STRATEGY
CAMPAIGN PROPOSAL DOCUMENT AND CORPORATE FOLDER The Campaign Proposal Document and Corporate Folder is the primary tool of communication to be used to engage and inspire Parent Companies of FMCG. The Corporate Folders will be printed by a Digital Printer on 300GSM gloss, specifically designed to hold both a United Way Australia business card and Campaign Proposal Document, which is to be printed in-house at United Way Australia’s offices. The Campaign Proposal Document will completely outline the ‘Spell it out for the Kids’ campaign to the Parent Companies of FMCG. The Proposal is to be tailored to each Parent Company and will focus on the following sections. •
•
Strong evidence to support why the Parent Companies will benefit from becoming a partner of the campaign using research on the following areas:
- Benefits of corporate philanthropy.
- Benefits of using sponsorship on packaging as an effective media.
Provide a detailed description of United Way Australia, their goals and how providing early years support to children at risk of vulnerability benefits all Australians. This section will also inspire Parent Companies to want to join this great cause.
- The effect that FMCG have on children’s development as well as provide an impact based solution to this issue. - Childrens illustrations to emphasise how FMCG can affect childhood development in a lighthearted and childish tone.
•
- The $25,000 donation from Parent Company to United Way Australia to join the ‘Spell it out for Kids’ campaign.
- For five percent of all sales to go towards United Way Australia.
- Campaign run time for the ‘Back to School’ period throughout January to February 2018.
- Deadline to provide United Way Australia with Product Shots (computer generated or photography) of Sponsored FMCG Packaging.
•
Specifications for the Sponsorship Packaging including:
- “Supporting Early Childhood Development with United Ways” badge for the front face of the packaging.
- ‘Spell it out for the Kids’ campaign logo, United Way Australia logo and campaign description copy for the side or rear of he packaging.
- Specific rewording to be used for the Parent Companies FMCG that use Spelling Manipulation.
- Website addresses to download high resolution design elements for the campaign.
•
Before and After mock-ups of Parent Companies FMCG with Sponsorship Packaging.
•
Packaging concept suggestions Sponsored FMCG packaging including the following:
- Using a cardboard or plastic slip on cover over original packaging.
- Creating a package that can turn into a toy plane, butterfly or car.
- Creating a Lunchbox or tin that goes over packaging.
- Research to support ‘Fun’ packaging ideas: While practical products associated with charities are successful, research reveals that products designed for leisure or fun are a much more successful when associated with charities solution. (Strahilevitz and Myers 434- 446 1997)
Outline of financial and timeline details including:
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MEDIA SELECTION & STRATEGY
The ‘Spell it out for the Kids’ campaign will roll out in three Stages. Overall, the ‘Spell it out for the Kids’ campaign will begin by pitching the idea to Parent Companies of Fast-Moving Consumer Goods (FMCG) to partner with United Way for the Campaign. Once partners are finalised the next stage is for the design and production of sponsorship packaging, in addition to preparing all supporting medias for the campaign. In the third stage of the campaign, all media vehicles work simultaneously to create an effective campaign that benefits both United Way Australia and partnered Parent Companies of FMCG.
MEDIA SELECTION & STRATEGY
•
Suggestions for Social Media Posts including the following:
- Example copy idea to create social media content for their FMCG sub-brands (E.g Allens lollies is a FMCG sub-brand of Nestle)
- Essential hashtags #UnitedWayAustrala #SpellingItOutForKids (Not #Spellitoutforkids as tripple L’s or I’s don’t work for hastags)
- Link to the ‘Spell it out for Kids’ campaign page: unitedway.com.au/spell-it-out-for-kids
To save costs, it is up to United Way Australia to use their existing resources to gain partnership with as many Parent Companies as possible in the timeline outlined under the ‘Rollout and IMP’ section on page [17-18]. Our research shows that the Ideal Partnership Candidates outlined on page [17-18] will be very likely to partner with United Way Australia for the ‘Spell it out for the Kids’ campaign. For this reason, we suggest for United Ways to first engage these brands. Afterwards if time or internal resources allow United Ways can seek out additional campaign partnerships with other parent Companies.
FAST-MOVING CONSUMER GOODS (FMCG) SPONSORSHIP PACKAGING This non traditional use of a very mainstream media is the most integral part of the campaign. The campaign name ‘Spell it out for the Kids’ is based upon FMCG to ‘spell out’ their brand grammatically correct to directly assist with early childhood learning outcomes during the 2018 ‘Back to School’ period. Our research proves that this Sponsorship packaging will be of increased sales of FMCG. With five percent of sponsored FMCG sales being directly donated to United Way Australia, this further increasing the fundraising of the initial partnership income. The Sponsorship Packaging provides United Way Australia with a non-tradition vehicle to gain mass public awareness among Australians. Once Parent Companies of FMCG confirm to be a partner of the campaign, they subsidise costs of packaging by using their own designers, printers and freight companies to ensure that Sponsorship Packaged FMCG are on the shelves ready for rollout for the ‘Back to School’ period from January - February 2018. Each Parent Company has different processes, but deadlines will need to be met by Parent Companies to be apart of the ‘Spell it out for the Kids’ campaign.
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SUPPORTIVE MEDIA Whilst the Campaign Proposal Document and Corporate Folder is a standalone media, the Fast-Moving Consumer Goods (FMCG) Sponsorship Packaging can benefit from the addition of supportive media. These supportive media are highly suitable to the campaign as they have a wide reach for minimal cost to United Way.
Website Page A ‘Spell it out for the Kids’ campaign page will be launched on the United Way’s Website on the 21st of December 2017 to include the following: •
An outline of the ‘Spell it out for the Kids’ campaign.
•
A sneak peek on some of the grammatically correct package designs.
•
Encouragement to visit the Partner With Us page if the viewer wants to donate time or money to United Way Australia.
In addition to the web page, a page header button featuring the ‘Spell it out for the Kids’ logo will appear as a button at the top of every page. Implementation of all web and page elements will be easily and quickly accomplished by a freelance designer if granted access to the United Way Australia Wordpress login details to edit the page. The tone will be lighthearted and positive to better engage with an audience being introduced to United Way Australia for the first time. Post-campaign, the header button will be removed and the web page text exited so that it’s talking about a previous campaign.
Supermarket Product Catalogues An additional media which has no cost to United Way Australia is to change the product photos of FMCGs featured in specials catalogues of major Australian Supermarkets. As we receive photo’s of the Sponsored FMCG we will suggest / request for these Parent Companies to use existing channels to send photos to major supermarkets (Woolworths, Coles IGA) to be used during the ‘Back to School’ period from January to February 2018. (It’s too their own benefit after all) This media also has significant potential for major supermarkets to use our ‘Spell it out for the Kids’ products as part of their own ‘Back to School’ promotions.
COMMUNICATION RESULT
Whilst Parent Companies of FMCG will partner with United Way Australia for ethical reasons, the financial benefit outweighs the ethical reasons. Therefore, it is of benefit for Parent Companies to use the ‘Spell it out for the Kids’ campaign to create free or paid advertising content for their FMCG sub-brands social media. If content is teased prior to release, there is potential to build hype around that sub-brand’s target audience which has potential to be shared. Additionally supermarkets will also be encouraged to use the Sponsored FMCG as social media during the campaign period if it is of benefit to them.
The ‘Spell it out for the Kids’ campaign has created an annual source of income that has great potential to grow as each year passes. As United Way Australia raises more funds for the campaign, follow up years will allow for more budget and resources to expand the campaign and focus pitching to more Parent Companies of FMCG, further expanding the ‘Spell it out for the Kids’ campaign.
FINANCIAL REVENUE FROM MEDIA CHOICES
Both a regular annual source of income and raised awareness for solves the primary marketing issues of United Ways, allowing United Way to continue to provide
This campaign has a variety of different fundraising channels. Whilst the campaign focuses on large donations from Parent Companies there are other smaller sources of income as a result of the campaign.
Additionally the sponsored FMCG packaging, social media posts, the campaign web page and supermarket catalogues are an effective mix of traditional and nontraditional media that work together to create mass awareness and engagement with United Way Australia.
Immediate Funds received during the campaign are: •
Before rollout revenue from donation from Parent Company to United Way Australia to join the ‘Spell it out for Kids’ campaign. If all Ideal Partner Candidates with United Way join the campaign $125,000 is earned.
•
Revenue earned from 5% of Sponsored FMCG Packaging sales.
•
Elective Funds - One off donations from the United Way Australia website.
Sustainable sources of campaign funding: •
Subscription based donations to United Way Australia via the website.
•
The high potential for the ‘Spell it out for the Kids’ campaign to be repeated as an annual event.
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MEDIA SELECTION & STRATEGY
Social Media of Parent Company Sub-brands
ROLLOUT & IMP
ROLLOUT & IMP
United Way Pitching corporate folder to brands Deadline to start packaging development Parent Companies Develop 'Spell it out for the Kids' packaging (packaging, photography & supply) ‘Spell it out for the Kids’ FMCG Available for Sale Sub-Brands social Media platforms Campaign page hosted on United Way’s website (Pre-campaign) Campaign page hosted on United Way’s website (post-campaign) Supermarkets print Catalogues with ‘Spell it out for the Kids’ packaging
(2017)
(2018)
INTEGRATED MARKETING PLAN The Marketing plan for the ‘Spell it out for the Kids’ campaign is vastly different to that of a traditional, integrated media plan. During the first stage of pitching to Parent Companies of Fast-Moving Consumer Goods (FMCG), the campaign uses primarily the Campaign Proposal Document (and Corporate Folder) to simultaneously communicate with many potential Parent Companies of FMCG. How our plan is different to other integrated media plans, is that with successful implementation of the Campaign Proposal Document (partnering with a Parent Company for the Campaign) United Ways Australia pitching to additional Parent Companies becomes more effective. The other Parent Companies already apart of the campaign add importance to the campaigns cause, resulting in a domino effect with many other major brands joining the campaign. A recent example of this was the recent ‘Missing Type’ campaign to promote National Blood Week 2015 for NHS Blood and Transplant. The campaign went viral among companies even spreading worldwide (Give Blood UK, Campaign Archive: Missing Type, 2015).
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For this reason, we suggest that United Way Australia uses resources to first engage both Kimberly-Clark and Kellogg’s through American United Ways partnerships. This should provide an easier route than cold calling brands with no prior connection to United Way Australia. The success of second stage of the project where the ‘Spell it out for the Kids’ packaging is launched is heavily reliant on the first stage outlined above. Whilst United Way Australia creates the Website media, it is solely the Parent Brands of FMCG who create the ‘Spell it out for the Kids’ packaging that takes up supermarket shelf space, fills up supermarket catalogues and creates social media posts. This creates an increased exposure rate through traditional media and nontraditional media generated by the Parent Company partners. Each brand that partners with United Way Australia to join the ‘Spell it out for the Kids Campaign’ the more every Parent Company can gain. Mass awareness is created for United Ways Australia with positive connotations carried across to increase sales for each FMCG during the ‘Back to School’ period months of January and February and beyond. Finally the five percent sales profits of FMCG creates revenue for United Way Australia, and will help make a positive difference in children’s lives.
TOUCH POINT MAP
TOUCH POINT MAP
BUSINESS PROPOSAL PARENT COMPANY*
WEBSITE
SOCIAL MEDIA
BRAND PORTFOLIO
5% OF EVERY SALE TO UNITED WAY PACKAGING ON SHELVES INCREASED SALES TO BRANDS *out of 50 to target, 5 are used as a case study
SUPERMARKETS
BRANDS ANNOUNCE ON WEBSITES BRANDS ANNOUNCE ON SOCIAL MEDIA PROMOTIONAL CATALOGUES WEBSITES SOCIAL MEDIA
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CREATIVE SOLUTIONS/EXECUTIONS
LOGO & BADGE
CAMPAIGN LOGO & BADGE Both the campaign badge and branding will be used through out the packaging, catalogue, website and any medium used for the ‘Spell it out for the kids’ campaign.
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SANITARIUM PACKAGING
CREATIVE SOLUTIONS/EXECUTIONS
Before
After
PACKAGING FOR SANITARIUM The strong brand image is kept intact as much as possible to keep the brand recognition intact for the consumers. One side of the packaging is dedicated to the campaign and gives an insight on the objective and background of United Way (As per Campaign Proposal Document Specifications). The United Way Australia logo as well as the campaign seal will be featuring on the product to show the brands support to the cause.
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CREATIVE SOLUTIONS/EXECUTIONS
IDEAL PARTNERSHIP CANDIDATE PACKAGING
ck
Tick To
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CREATIVE SOLUTIONS/EXECUTIONS United Way Spell it out for the Kids Campaign Report 22 / 31
CREATIVE SOLUTIONS/EXECUTIONS
CAMPAIGN PROPOSAL DOCUMENT & FOLDER
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KIDS SPELLING
Samantha, Age 4 - Sanitarium
Sam, Age 5 - Huggies
Oliver, Age 6 - Nestle
KIDS SPELLING AFFECTED BY SUB-BRANDS SPELLING MANIPULATION In order to test the actual impact (in real life conditions) of the marketing used by brands to promote Fast-Moving Consumer Goods, we gathered kids ranging from the age of 4 to 7 years old and asked them to write sentences incorporating words found on each of the Ideal Partnership Candidate’s products packaging. Without any surprise the results were concluded and backed up the research on the impact of Spelling Manipulation strategies. These findings will be used as part of the Campaign Proposal Document.
Alice, Age 7 - Arnott’s
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CREATIVE SOLUTIONS/EXECUTIONS
Jeremy, Age 5 - Kellogg’s
CREATIVE SOLUTIONS/EXECUTIONS
PACKAGING CONCEPTS SANITARIUM
ORIGINAL PACKAGE REDESIGN The simplest way for Parent Companies sub-brands to join the ‘Spell it out for the Kids’ campaign is to change the design of their original packaging with grammatically correct spelling and United Way Sponsorship details (As per Campaign Proposal Document specifications)
LUNCH BOX EDITION Following the tone of the campaign this Lunch box equiped with a small handle is the most convenient way to carry around school snacks and lunch.
SCHOOL BUS An other marketing possibility for the packaging is to add pre-cut wheels on the bottom of the package so that flipped out the product transfroms into a playful object. Other concepts range from airplanes to butterflies, cars and trains.
SLIP-ON An alternative for brands to adapt packaging to the campaign and show their support is to make a slip-on that goes over the original packaging. This solution gives the opportunity for the brands to shift to the campaigns colors without altering their chain of production. Once the slipe taken off the classic packaging of the brand is revealed.
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WEB & CATALOGUE CREATIVE SOLUTIONS/EXECUTIONS
WEB & CATALOGUE The web page whithin United Way Australia’s Website dedicated to the campaign will display not only the different brands and packaging edited, but also will allow direct donations from new and current supporters. Fast-Moving Consumer Goods subrands will send their ‘Spell it out for the Kids’ packaging to Major Supermarkets to be included in their store catalogues, to feature the brands and their new packaged products for the campaign as an other medium of communication.
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RESOURCES PLANNING CONSIDERATIONS
RESOURCES PLANNING CONSIDERATIONS INTERNAL RESOURCES:
Design Production Team / Processes
An employee or volunteer at United Way Australia who is the overall project manager for the entire campaign. They are responsible for overseeing all stages of the campaign.
Responsible to design, print, photograph and ensure that the Sponsored ‘Spell it out for the Kids’ FMCG Packaging makes it to Major Supermarket shelves for the ‘Back to School’ period between January - February 2018. They must follow specifications outlined in the Campaign Proposal Document.
United Way Australia Sales Team
Sub-brand Social Media Teams
The existing sales team at United Way Australia are lead by the Campaign Manager to use the Corporate Folder and Campaign Proposal Document to pitch the ‘Spell it out for the Kids’ campaign to the Parent Companies of Fast-Moving Consumer Goods. They will use a variety of methods of contact, phone email or face to face, depending on available resources to United Way Australia. Additionally they receive photography from the Parent Companies that is passed on to the Freelance Designer for the campaign website.
Already responsible for managing and generating content for the FMCG sub-brand. They are to use sponsored ‘Spell it out for the Kids’ packaging to generate new social media content. They must follow specifications outlined in the Campaign Proposal Document.
Campaign Manager
Inkjet Printers The in-house office Printer at United Way Australia is used to print the Campaign Proposal that fits inside the Corporate Folder.
EXTERNAL RESOURCES: Freelance Designer The freelance designer is responsible for the Corporate Folder, Campaign Proposal Document Design (and it’s contents) and the ‘Spell it out for the Kids’ website campaign elements.
Digital Printer Responsible for printing Corporate Folders on 300GSM gloss, specifically designed to hold both a United Way Australia business and Campaign Proposal Document.
PARTNER PARENT COMPANY OF FMCG RESOURCES (ONE FOR EACH CAMPAIGN PARTNER) Parent Company Marketing / Campaign Manager Responsible to oversee all stages completed by the different resources within that Parent Company. Additionally they deliver photographs of of Sponsored ‘Spell it out for the Kids’ FMCG Packaging to United Way Australia, Major Supermarkets as well as their own Social Media Team.
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MAJOR SUPERMARKET BROCHURE DESIGN / PRINTING TEAM Once the Major supermarkets have received new packaging photography from FMCG Sub-brands they are to use the sponsored ‘Spell it out for the Kids’ packaging in all Supermarket Catalogues during the ‘Back to School’ period of January to February 2018.
BUDGET INFORMATION BUDGET INFORMATION
This section outlines an estimated total budget cost of the ‘Spell it out for the kids’ campaign. Whilst not taken into consideration for this budget, there is potential to use United Way Australia’s existing relationship with McCann as a pro-bono partner to subsidies design costs.
Due to the nature of this campaign there is very little cost to United Way Australia. The reason for this is that our research shows that ‘Spell it out for the kids’ campaign benefits partner Parent Companies, therefore they fund costs to redesign their packaging.
PRINTING COST 50 Corporate Folders - $300 50 Business Cards – N/A Supplied by Client
50 Proposal Document & Cover Letter - N/A Printed and stapled on UW Printer
TOTAL: $300
DESIGN COST – FREELANCE DESIGNER Static Single Page on United Ways Website Prices apply if provided with Wordpress login details
1 hr - Header Button 15 hr – Single Page Design 7.5 hrs – Post Campaign Update
Corporate Folder Design 7.5 hr – Corporate Folder Design 7.5 hr – Cover Letter Template Copywriting 30 hr – Campaign Report Design Includes Limited Edition FMCG Mockups
TOTAL: 68.5 hrs @ $80 per hour - $5,480
It is important to add that the cost of pitching this campaign to Parent Companies has not been factored into the budget. This cost is paid for by utilising existing sales resources within United Way Australia. Throughout this report we have focused on five major brands in which United Ways should focus their pitching resources. These brands are Sanitarium, CampbellArnotts, Nestle, Kimberly-Clark and Kelloggs. Whilst we have only outlined sponsorship income earned from these five companies, all other Parent Companies of Fast-Moving Consumer Brands that use spelling manipulation. (See list of brands on page 12) Additionally, income earned from 5% of limited edition packaging sales have not been included in this budget as sales differentiate from state to state, town to town.
SPONSORSHIP INCOME Sanitarium
$25,000
$25,000
$25,000
Campbell – Arnotts Nestle Kimberly-Clark
$25,000
Kelloggs $25,000
TOTAL INCOME RAISED: $125,000
SPONSORED FPCG PACKAGING COST Promotional Design - N/A Cost paid for by Parent Company
Printing - N/A Cost paid for by Parent Company
TOTAL: N/A
TOTAL CAMPAIGN BUDGET: $5,780
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BUDGET INFORMATION
CAMPAIGN BUDGET
EVALUATION METHODS
EVALUATION METHODS BENEFITS OF EVALUATION
QUANTITATIVE RESEARCH
Evaluation is a crucial tool in the advertising process to measure the success of an Advertising campaign. The ‘Spell it out for the Kids’ campaign will greatly benefit from evaluation as it will allow United Way Australia to measure the effect of the limited-edition FMCG packaging on the early childhood demographic (0-5 years). This will assist you in tailoring future material to ensure a successful communication strategy is always met.
Most of the research conducted for evaluation will be quantitative research. This will consist of numerical data being collated in order to determine which media awareness has increased as well as tracking the number of donations (new and existing) and total donation increase as a result of the campaign.
The success of the ‘Spell it out for Kids’ campaign can be used to expand the portfolio of Parent Companies who become a part of the campaign, creating a growing and sustainable revenue for United Way Australia. Only through analysis of opinions and statistics will United Way Australia know the full impact of this campaign. Evaluation should continue across the year in order to measure the full impact of the campaign.
TYPES OF EVALUATION QUALITATIVE RESEARCH It is suggested that focus groups (from within the target early childhood and parent demographic) be held before, during and after the ‘Spell it out for the kids’ campaign. This allows the target audience opinions to be tracked and measured over time. The Qualitative Research will focus on determining awareness of United Way Australia through the campaign as well as through media exposure. Additionally, the Qualitative Research will reveal if United Way Australia is seen to be a more essential cause, with a greater clarity surrounding the works that it does to provide early years support to children aged 0-5 years at risk of vulnerability.
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It is suggested that several different research areas be considered, for example: United Ways Australia website visits, donations, revenue from the Sponsored Fast-Moving Consumer Goods (FMCG) and social media coverage. This allows different objectives of the campaign to be measured. This data can be collected from many different sources. For example, the total revenue earned from limited-edition FMCG can be used to calculate the total number of limited-edition FMCG sales. These total amounts of sales would be used along with other data to determine exposure of early childhood and parent demographic to the campaign.
CONCLUSION CONCLUSION
The ‘Spell it out for the Kids’ campaign combines a creative way to generate income for United Way Australia with educational communication that interacts with our audience and the Australian public on a level that is highly significant and impactful. Both the fundraising and communication directly help to aid in children’s development and learning. In addition, this campaign perfectly meets the communication and marketing objectives of United Way Australia for a number of very important reasons all of which are integral to the charity’s core attribute. •
This campaign creates collaboration between corporations and charity and will provide children with essential early years support.
•
Additionally our campaign is impact-focused, not focusing on widespread obstacles to children’s development, but changing them to directly provide educational assistance to the early childhood demographic.
•
Furthermore, the campaign is inclusive as all Australian’s will have the opportunity to help United Way Australia support the Australian community by the simple act of purchasing everyday grocery items.
•
Finally our campaign is innovative, recognising an issue and creatively bringing it to the attention of corporations in a way that transforms the problem into support to directly improve their financial position.
The 2018 ‘Spell it out for the Kids’ is a humble start for what began as just a ‘Big Idea’ to raise a significant income, resources and mass awareness for United Way Australia. This campaign has incredible potential to evolve, becoming easily implemented on a global scale, assisting communities and children worldwide.
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BIBLIOGRAPHY
BIBLIOGRAPHY «5256.0 - Australian National Accounts: Non-Profit Institutions Satellite Account, 2012-13». Abs.gov.au. 2015. Web. «ATMOSS - Australian Trade Mark Online Search System». Pericles.ipaustralia.gov.au. 2016. Web. Azad, N., M. Rafiee, and L. Hamdavipour. «The Role Of Children’s Food Packaging Characteristics On Parent’s Purchasing Decision». Management Science Letters 2.3 (2012): 828-832. Web. CAMPBELL SOUP COMPANY 2014 ANNUAL REPORT (2015): Print. «Children And The Media: Advocating For The Future». The Royal Australasian College of Physicians: Paediatrics & Child Health Division (2004): Print. Sargeant, Adrian and Crissman, Kathryn. «Corporate Giving In Australia: An Analysis Of Motives And Barriers». Australian Journal of Social Issues 41.4 (2006): 477494,383. Web. «Fast Facts & Stats ›› Philanthropy Australia». Philanthropy.org.au. 2016. Web. Galbreath, Jeremy. «Does Primary Stakeholder Management Positively Affect The Bottom Line?». Management Decision 44.8 (2006): 1106-1121. Web. Hill, Helene and Jennifer Tilley. «Packaging Of Children’S Breakfast Cereal: Manufacturers Versus Children». British Food Journal 104.9 (2002): 766-777. Web. «Kellogg Company Announces $7.3 Million Contribution To United Way». Kellogg Company News Room. 2012. Web. Kelly, B. et al. «Monitoring Food And Non-Alcoholic Beverage Promotions To Children». Obes Rev 14 (2013): 59-69. «Kimberly-Clark | Community Partnerships». Kimberlyclark.com. 2016. Web. Landes, William M and Richard A Posner. The Economic Structure Of Intellectual Property Law. Harvard University Press, 2003. Print. Malady, Matthew. «Why Companies Use Terrible Spelling And Punctuation In Their Brand Names». Slate Magazine. 2014. Web. «Missing Type Summary». Blood Donation. 2016. Web. «Our Partners». Sanitarium.com.au. 2016. Web. «Philanthropy Australia». Fast facts & stats (2016): Web.
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