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CONTENTS The Team..............................................................3 About...............................................................4 Executive Summary..........................................6 Situation Analysis..............................................8 Strategy........................................................12 Creative Executions........................................17 Conclusion..................................................38
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THE TEAM
Sehar Ebrahim Account Executive
Julia Kien Project Manager
Georganna Kolar Copywriter
Matt Osajima Digital Specialist
Shriya Sharma Art Director
Jillian Jones PR Specialist
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ABOUT ONE ABOUT ONEHUNDRED HUNDRED
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ONE HUNDRED AGENCY is a full-service marketing and communications agency working towards global change. Led by Brian Crimmins, ONE HUNDRED brings together partners from six Omnicom Group Inc. agencies: Changing Our World, Critical Mass, Interbrand, Ketchum, Porter Novelli and Russ Reid. Their goal is to empower nonprofit organizations and create sustainable change. By offering services such as advertising, branding, fundraising and public relations, ONE HUNDRED strives to Protect the world, Equalize our rights, End poor practices and Improve lives.
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EXECUTIVESUMMARY SUMMARY EXECUTIVE
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CHALLENGE
STRATEGY
RESULTS
ONE HUNDRED has worked with over two hundred nonprofits, but is still struggling to build their brand awareness. Many nonprofit organizations are reluctant to announce their work with a marketing agency given the nature of a nonprofit, so promotions from clients are rare. ONE HUNDRED also lacks an online presence, particularly on social media. Their tweets garner little engagement because of their strict tone. While we want to keep ONE HUNDRED’s image professional, our challenge is to lighten their brand enough that it becomes less intimidating and more approachable to nonprofit decision makers.
Our strategy for building ONE HUNDRED’s brand awareness was to increase their media outreach and social media presence (primarily via Twitter). By crafting an editorial calendar with relevant content surrounding national observances, we provided the opportunity to tag important members of the nonprofit community and utilize trending hashtags for general public outreach. Twitter also presented an avenue by which we could promote “thought leadership” in the digital space. This means sharing blog posts, interviews, feature stories and other insights created by ONE HUNDRED partners.
Our work with ONE HUNDRED resulted in the curation of editorial calendars containing four months of time-relevant content, as well as blog posts, newsletters and feature stories.
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SITUATION ANALYSIS
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STRENGTHS
WEAKNESSES
• They have established a large client base, having served 265 nonprofits in the past year. • ONE HUNDRED’s partners are renowned leaders in the nonprofit and communications industry, a feat that no other agency in the world possesses. • As a collective unit, they are highly competent in nearly every agency service available. The six partner agencies have specialties in everything from crisis management to digital marketing.
• Their social media accounts are stiff, with formal posts drawing little engagement. • Media outreach has been limited. Blog posts on the website are updated every few months, but there have been no outside press releases in 2017. • With their low level of brand awareness, they are not appealing to smaller, local nonprofits. In specifically targeting nonprofit decision makers of larger organizations, they are limiting their potential client base.
OPPORTUNITIES
THREATS
• Increase engagement and reach new followers outside of large nonprofits by posting more relevant and lighthearted social media posts. • Newsworthy content and connections at online publications to increase brand awareness. • Social media posts can highlight blog posts as well, linking followers back to the official website.
• Nonprofits are hesitant to announce their partnership with a for-profit agency. • Larger, corporate agencies with nonprofit sectors • Many smaller advertising and PR agencies that also specialize in nonprofit work are growing.
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THE COMPETITION EDELMAN’S NONPROFIT SECTOR
MEDIA CAUSE
Clients: American Heart Association, The Movember Foundation & more Services include: Campaign development Fundraising strategy Thought Leadership Digital/Social Marketing Branding & Creative
Clients: Thorn, Not For Sale, Boys & Girls Club of San Fransisco & more Services include: Advertising Fundraising Creative Campaigns Websites & Content Digital Strategy
THE CAUSE AGENCY
SHOESTRING
Clients: Common Thready, More Than Budgets, Don’t Forget to Feed Me & more Services include: Brand Identity Public Relations Fundraising Ideas Marketing Plans Social Media 10
Clients: Chase Foundation, The Children’s Place, Voices of Women, etc. Services include: Logos & Branding Media Relations Social Media Nonprofit Digital Marketing Strategy/Planning
WHAT TO DO, WHAT TO DO? ONE HUNDRED has a strong mission statement with a knowledgable and diverse group of talented founding members, BUT their client base can be expanded to include bigger, well-known nonprofit agencies that will allow the spotlight to be placed on ONE HUNDRED as an agency. ONE HUNDRED also struggles with attracting clients, as many nonprofits do not want to announce their partnership with a for profit agency, regardless of the positive impacts that can be made on the organizations.
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XX STRATEGY THE STRATEGY
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HOW TO DO IT When we came in, ONE HUNDRED already had an established brand, but our task was to increase its awareness, especially in the digital space. Our strategy revolved around the idea of total social media integration. Our first step was to enter the conversation around the nonprofit sector. In collaboration with our contact at the agency, our team created monthly content calendars for posts via Twitter. Many of these posts sought engagement from other organizations and individuals through “shout-outs” of those who are doing notable work. In addition, many of the posts aimed to spotlight ONE HUNDRED clients and the amazing work they do in their respective fields. Step two is establishing “thought leadership” in the nonprofit space. Each of the partners are amazing changemakers in their areas of expertise, and we had the task of sharing their insights through social media. Information came in a variety of forms, from raw research data to guided interviews. The final step is to guide brand elevation for the new launch. ONE HUNDRED launched a new branch in Europe with the intent of promoting the brand in a new region. Through social media, we planned posts to capitalize on the latest launch events to increase follower count and engagement.
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CREATIVE BRIEF KEY FACTS
OBJECTIVES
PROMISE
ONE HUNDRED is a newly minted public relations agency based out of Atlanta, Georgia. They are comprised of established professionals who joined together to focus on nonprofit organizations. The PR agency has worked with and continues to work with various nonprofit organizations to help them get their message out and facilitate change. They are looking for bigger organizations to work with to build their client base and continue to make a positive impact.
By April of 2018, we want to: • Establish ONE HUNDRED as a marketing and communications agency for both local and national clients • Create a more user-friendly website • Elevate branding by adding color to the logo and website • Transition brand voice on social platforms from strictly professional to approachable • Increase engagement on Twitter and Facebook • Push consistent and newsworthy content on website and social platforms
To unite global change, intervene on behalf of the vulnerable and invisible, and inspire others to do the same.
TARGET AUDIENCE The primary audiences that ONE HUNDRED should reach are nonprofit decision makers at both national and global nonprofit organizations that align with their key values of Protect, End, Equalize, and Improve. 14
SUPPORT ONE HUNDRED has a unique experience through different already established professionals, versatility by way of the many skill sets that are offered in house, and the ability to grow since the company is just starting out.
TONE • Passionate, to show that they are dedicated. • Inspiring, to spread the word and call others to action. • Grounded, to show they have humble roots. • Approachable, to show they are willing to help everyone.
TARGET: THE DEREK SHEPHERD ORG. The Derek Shepherd organization is a nonprofit based out of Seattle with a reach that spans the western continental US. Their primary goal is to reduce the amount of CO2 emissions from automobiles by getting people to adopt different forms of travel such as carpooling, bicycling, or other non-traditional traveling habits. They are struggling to get a national movement started to encourage people to follow these trends to create a better world for future generations.
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TARGET: THE MATT PROJECT The Matt Project is a smaller, local Atlanta nonprofit agency that gives backpacks full of items such as notebooks, pens, pencils, crayons, and more to young students in the community who do not have access to basic school supplies. They are looking to raise more money through fundraising to increase the number of backpacks they are able to donate to kids, and also wish to increase the reach of their organization. They are seeking a regional, base level campaign with little involvement and a small budget.
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CREATIVE EXECUTIONS
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LOGO REVAMP To give the ONE HUNDRED logo more personality and life, a mockup was created of a logo with color. The triangle representing the mandate of Improve was chosen to be the color blue, as it is all encompassing and blue is a positive and uplifting color.
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WEBSITE REVAMP ONE HUNDRED’s website takes a very classic tone with moslty black and white as well as grayscale imagery. A good way to make ONE HUNDRED more approachable by clients around the world is to revamp their website by adding more color and imagery, as well as making the site more user friendly with a navigation bar at the top.
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#HELPINGYOUHELP CAMPAIGN For this campaign, we found clarity in simplicity. We wanted to craft images and copy that demonstrated ONE HUNDRED’s mission. Though minimal text and powerful imagery, this campaign is a way to communicate the idea that ONE HUNDRED strives to effectively share client stories and craft their brand. The agency wants to help you help others!
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SOCIAL MEDIA POSTS Our message strategy behind the creation of each social media post was to appeal to nonprofits around the world. To do this, we utilized national holidays that specifically related to cause awareness and thought leadership, targeting topics that directly aligned with ONE HUNDRED’s four pillars. By including the designated hashtags, creating eye-catching graphics, and featuring content related to the services that ONE HUNDRED provides, four strong social media content calendars were developed.
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PRESS RELEASE The press release was written around the major nonprofit holiday called Giving Tuesday in November. Giving Tuesday takes place the Tuesday following Black Friday and Cyber Monday in order to combat commercial consumerism by focusing on donating money to charitable causes. The press release is titled “Giving Tuesday: How nonprofits are using social media to generate change�. It outlines three ways that social media has helped various nonprofits increase donations and reach more people.
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BLOGGING ONE HUNDRED has a blog that is a platform to express thoughts and opinions on various trends in the nonprofit industry. This year, two blog posts were written for the ONE HUNDRED blog that try to reflect the type of content the agency would normally be pushing. The first blog post was designed to help address the fear that many nonprofits have when deciding to employ public relations agencies due to stigma from donors. The piece is about nonprofits who are using public relations to increase engagement and impact the community, showing that ONE HUNDRED can help the causes of nonprofits and more than make up for the cost of services. The post showcased the talents of Save The Children UK, Sandy Hook Promise, Truth, Water Aid, and Donate Life America. All of the nonprofits featured have won distinguished awards in 2017 for their advertising and PR campaigns, highlighting the fact that PR can help nonprofits achieve their goals efficiently. The second blog post is about why it is important for nonprofits to engage with the millennial generation. Millennials are often considered an overlooked generation because many people disregard them as lazy and uncaring, when the reality is actually contradictory. Millennials are actually an incredibly caring and passionate generation who have shown themselves competent in sharing causes on social media and donating money online.
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PROMO PRODUCT For the promo product we wanted something that the people who partnered with ONE HUNDRED could make good use of. We could always go the water bottle route because hydration is important, but we decided to develop a two year planner to help the nonprofits and other agencies to keep their projects and missions organized and efficient. The front cover and each page has the ONE HUNDRED logo as well as impactful quotes to remind these organizations and nonprofits that ONE HUNDRED is always ready and able to assist with any and every advertising or PR need they may have.
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FEATURE STORY The feature story was used as an outlet to express more personal notes about the origins of ONE HUNDRED and the message they wish to get across in all of their work. We highlighted founding members as well as nonprofits that hit close to home for some ONE HUNDRED members, making them less of a big agency and more a group of people passionate about facilitating change.
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NATIVE AD Creating a native advertisement aligned with ONE HUNDRED’s goal to increase media outreach. We decided to write a listicle that would appeal to nonprofit decision makers and the general public; anyone who has fundraised in the biggest or smallest sense would find helpful advice in this article. While our article has not yet been published, its tone helps lighten ONE HUNDRED’s brand and increase their approachability.
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EVENT PLAN When surrounded by a world of philanthropy, it’s easy to become inspired to give back. ONE HUNDRED has the opportunity to help thousands of nonprofits with a huge collective brand sprint! Here’s the idea: host a one-day conference to provide pro-bono work from smaller organizations that might not be able to afford agency services. The invite list will consist of graphic designers, developers, artists, copywriters and digital marketers from the six partner agencies and beyond. At the end of the 24-hour sprint, ONE HUNDRED would compile all the metrics to show the impact of the event. The end goal is to show that ONE HUNDRED’s commitment to positive change extends beyond the business model.
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GUERRILLA MARKETING To go along with our #HelpingYouHelp campaign, we created two guerrilla marketing advertisements that partner with ONE HUNDRED’s past clients. These advertisements would appeal to the public’s emotion and help increase ONE HUNDRED’s brand awareness, as well as promote some nonprofit organizations. The intention of the first guerrilla marketing technique is to highlight the work of one of the organizations ONE HUNDRED works with called Butterfly Home, whose mission is to rescue and protect children who are living in prison with their incarcerated mothers. Interbrand and Critical Mass redesigned Butterfly Home’s website to better serve their mission. This campaign is called “Which Would You Rather?” and would include a QR code that links to ONE HUNDRED’s website where prospective clients can learn more about their work. The second initiative was for Feeding America’s mission to feed America’s hungry with donated food and equalize resources. Interbrand transformed Feeding America’s brand and messaging, leading to 1.7 billion meals being delivered over two years. This campaign is called “Are You Done With That?” and involves placing a real-life trash can in front of an image of a person begging for food.
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CONCLUSION
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IDEAL CLIENTS We recommend that ONE HUNDRED reaches out to large, well-known organizations like the World Wildlife Fund and St. Jude Children’s Research Hospital to increase their brand awareness. We also recommend culturally relevant organizations like Pets for Patriots and local organizations like The Atlanta Women’s Foundation to boost their client base.
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RESULTS While working with ONE HUNDRED, we produced a portfolio of content for their website and social media platforms. In exploring trending hashtags and relevant national observances, we spent a total of 26 hours doing consumer research for ONE HUNDRED’s content. We also wrote six newsworthy pieces, including blog posts, a native advertisement and a feature story. Finally, we created 53 posts for ONE HUNDRED’s Twitter and Facebook accounts.
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IN CONCLUSION We recommend that ONE HUNDRED continues to publish blog posts to their website, but also promote these posts on Twitter and Facebook. To further increase engagement, we also suggest that they loosen the professional tone on their tweets in order to reach more of the general public. While professional tweets can appeal to nonprofit executives and decision makers, Twitter can be used to engage with potential nonprofit donors and increase all-around brand awareness. Lastly, we recommend that ONE HUNDRED expands their social content bank to include original photographs.
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