m333 Team 2 Roh Campaign Proposal

M333:
Campaign Proposal
For
Ray of Hope
Class: E44M
Team Members: WeiTing, Sabrina, Zi Xin, Yen Leng
Date: 18th January 2018
All rights reserved © 2016 Republic Polytechnic

M333 Communication Strategies for Event Management
TABLE OF CONTENTS Page
Executive Summary
1.0 Introduction
2.0 Target Audience Analysis
3.0 Situation Analysis
4.0 Communication Objectives
5.0 Communication Strategy: IMC
6.0 Budget
7.0 Sponsorship
8.0 Timeline
9.0 Evaluation
*Team must include the following in the Appendix (where

applicable):
- Mock-up: examples on how idea will be represented in the
various channels and collaterals as per proposed strategy
- Infographics
© 2016 RP/SMC/DMC/M333/AY2016-17S2 Page 1

2.0 Target Audience Analysis
Campaign Focus:
Volunteering
Why we chose our target audience:

Many schools are encouraging their students to do volunteer work to give back
to the society. They need to earn points (eg. CIP, Life Skills) in order to
graduate. It will be a good idea to partner up with schools to encourage more
youths to participate in giving back to the society.
As for families, parents nowadays tend to focus more on teaching moral values
to their kids instead of using violence. Therefore, it will be a good idea for their
family bonding, and parents can use this opportunity to teach their children
values of giving back and be grateful.
Working Adults Families
Demographics - 25 - 50 years old - Female and male

- Female and male - Parents and
- Low - High income children, some
- Holds a part time or with elderly
full time job - Middle - High
income
- Majority holds a
full time job
Psychographics - Need time to rest - Parents want to

during the teach moral values
weekends to their children
- Wants to volunteer - Want to give back
but they are way to the society
too busy - Routine and
- Probably only free packed schedules
on weekends - Probably only free
on weekends

3.0 Situation Analysis
Strengths: Weaknesses:
- ROH is transparent with where - Low presence on social media
the money is going - Website not visually appealing
- Easy to create fundraising and too wordy
activities - Don’t do advertising
- Website is very informative - Newsletter is very dull
- Media have covered many
stories about them, increases
credibility
- Multiple partnerships
Opportunities: Threats:
- They are an intermediary - A lot of organisations doing
unlike most organisations volunteer work as well (Might
- Use social media platforms be difficult to set them apart)
such as Instagram to appeal to - A lot of scamming cases
audience
- More people are willing to
volunteer and donate
- Advertising through Mediacorp
(their partner)

Significant Findings:
According to National Volunteer and Philanthropy Centre (NVPC), volunteer

rates jumped from 18 per cent in 2014 to 35 per cent in 2016 based on the
survey showed.
Website link:
https://www.channelnewsasia.com/news/singapore/volunteerism-in-
singapore-almost-doubles-from-2014-to-2016-surve-8762174
- Proves our point that there are more people in Singapore willing to do
volunteering work.
- We can use our focus (volunteering) as our target audience.
Website link:
http://www.asiaone.com/singapore/singaporeans-open-wallets-and-their-
hearts-charity
- The idea of people are lacking of compassion as they don’t do charity is

declined, because studies showed that the number of people who are
willing to do charity is increasing every year.
- It is easier for us to get people to donate to charity as long as we are a
credible organisation, and we do not eliminate the donating money as
one of our strategy.
Website link:
http://www.straitstimes.com/singapore/spore-ranks-28th-in-world-giving-
index
- Proves that volunteering in Singapore is quite frequent as we are ranked
quite high among the other countries.
- Back our reason for selecting our focus.
“Volunteers” out there claiming they are from well-known organisations and
earn money

Website link:
http://www.straitstimes.com/singapore/fund-raising-scams-creating-
confusion
- When we are looking for volunteers to carry out the events that we are
going to do, we must make sure that they have something to verify
themselves as part of the organisation.
Two youths sentenced to probation, community service for charity scam

http://www.todayonline.com/singapore/two-youths-sentenced-probation-
community-service-charity-scam
- With more cases of scam, people are becoming more skeptical about
charities. Hence, we have to take this into consideration as we craft our
campaign so that it proves to be credible to the public to achieve our
goals and objectives.
- This information will help in our branding of our campaign/company.
4.0 Communication Objectives
Campaign Objective
Objective: To increase traffic to ROH’s website and encourage volunteerism.
S.M.A.R.T objective
Ray of Hope an to achieve an increase rohi.sg website’s monthly active users

from 407 to 800 (Specific and Measurable). Campaign awareness to drive
traffic to rohi.sg via digital advertising and social media platforms such as
Facebook and sponsored post (Attainable and Realistic), 1 month from April
2018.
Ray of Hope aims to achieve an increase of 20% of volunteers. Campaign

awareness will kickstart via social media platform such as Facebook, 1 month
from April 2018.
Key Messages

There are many ways to help others. You can volunteer your time to do
something meaningful to let them feel your love.
Inspiration: The feet is the furthest away from the heart. Knit a sock, to keep it
warm.
Campaign Idea: Knitting Socks
In partnership with Joy of Knitting, we will be hosting an event during the

weekends for the public to come together to learn how to knit socks. The
event is completely free for all.
We will ask Joy of Knitting to get some volunteers from their side to come
down to Knit Your Love event to teach the participants how to knit socks.
After the event, the knitted socks will be sold for money to be used as
donations. Any leftovers knitted socks that are not sold will be donated to
beneficiaries.
The reason for knitting a sock in particular, is because, the feet is the furthest
away from the heart, it get cold easily and it’s the coldest part of our body.
Therefore, by providing a pair of sock can warm their feet and indirectly warm
their hearts.
Families
Families can bring their kids down on weekends to participate in the knitting
event. Promotes bonding time and they can learn a new skill/teach kids
knitting. They can also include a note if they want with their completed stuff.
Working Adults
If the working adults are available on the day of the event, they can come
down to the event to knit together.

However, for working adults who don’t have the time to participate in the
event can go to ROH’s website to purchase a ball of yarn for $5 on our website
and Joy of Knitting will knit on their behalf and donate to the needy under their
own name. They can also include a note if they want.
How to increase traffic:
For the knitting event, those who are interested in signing up for the event,
they will have to register themselves via ROH website. This will drive traffic to
ROH’s website because interested participants have to visit ROH’s website to
register.
For those who wants to help but do not have the time to come down for the
knitting event (mainly working adults), they can purchase a ball of yarn from
ROH’s website which will be knitted by Joy of Knitting, and donate to the
beneficiaries under the purchaser’s name.
It will drive traffic to ROH’s website because those who want to purchase the
ball of yarn, they will have do the transaction through ROH’s website.
Contingency Plan (If Joy of Knitting doesn’t want to sponsor the yarns)
The $5 yarn that is bought online by people, will be given to the participants
who are attending the event and from there, they will knit for the
beneficiaries.
5.0 Communication Strategy: IMC
Tools that we are using

- Digital advertising
- Interactive marketing
- Publicity
Interactive Marketing
Putting up our E-posters on our own platforms, Facebook and ROH’s website,
(Promoting $5 per ball of yarn to help beneficiaries & Knitting Event) to inform
our followers that we have a knitting event coming up, and people who are

interested in volunteering can sign up at our website. QR code is included in

the poster for easy access to our website.
Our rationale behind choosing this tool is because it is free and there are
various features and tools to choose from as well.
Digital Advertising
Marketplace Ads
In order to promote our event, we will be targeting at Working Adults, using

the e-poster as the main picture and we will have a headline and a short body
copy to explaining what is the knitting event about. Lastly, we will have a call-
to-action button at the bottom to prompt them to buy a yarn, so that Joy of
Knitting can help to knit. When they click on the button “Donate now”, it will
lead them to the ROH’s website.
The rationale for using Marketplace Ads is because the ad is able to link it to a
website that is on or off Facebook. Therefore, they don’t have to go through
the trouble of clicking through ROH’s Facebook to go to the website or to
search it themselves.
Post Page Ads
We will boost our post on our Facebook account so that other people who are
not following our page would be able to see our posters. The sponsored post
will be shown either at the top or the middle of their feed.
Display Ads
In order to reach out to our target audience specifically, display advertisement

would help us by showing our posters based on people’s preference by the
stuff that they normally go to.
Publicity
We will be printing out posters of our event and the purchase of a ball of yarn
for our selected partners, NTUC Health, KK Hospital, HCSA Dayspring,

Healthserve. Afterwhich, we can ask our selected partners to put up our e-

posters on their website and social media platforms to promote our knitting
event.
The rationale for using publicity is to leverage on our partners’ audience

reach.SHARE
6.0 Budget
Creation:
Budget Allocation: IMC tools
Item Quantity/ Price Total Expected

Duration Results
A4 Posters (Event 100 $2.14 $214.00 200 people

& Yarn posters) scans QR code
Post Page Ads Based on Daily Weekly: At least 6,500

impressions. Budget: $280 for 2 impressions for
2 weeks $20.00 weeks entire 2 weeks.
30% increase to
ROHI’s facebook
page.
15% people

from facebook
to official
website.
Marketplace Ads 400 clicks $2.00/per $800 50% increase to
within 4 click (worst ROHI’s website.
weeks case
scenario)
Display Ads 400 clicks average $232 60% increase to

within 4 cost per ROHI’s website.
weeks click on the
Display
Network is
$0.58
Interactive 4 weeks $0 $0 30% increase

Marketing (ROH traffic to ROHI’s
Facebook and website
website)
Total $1526
Budget Allocation: Logistics
Item Quantity/ Price Total Expected Results

Duration
Location (St 1 day $0 $0 200 people
Hilda’s Secondary
School or
Mediacorp)
( PLAN B: IN 1 day $1.25/per $454 200 people
CASE ST HILDAS’ chair
LOCATION NOT
ALLOWED) $12/per 72”

table
Equipment
(Tables, Chairs,
Speaker)
Total $454
A4 Posters:
◦ $2.14 per poster
◦ A4 PP Paper Print + Lamination = 150 x 2.14 = $321.00

**Cost is according to
http://www.oneinkjet.com/usr/product.aspx?pgid=16&grpid=52
Post Page Ads:
◦ Set based on own chosen daily/monthly budget
◦ Daily budget: $20.00
◦ 2 weeks: 20 x 14 = $280.00
** All information based on Facebook Business Ads
Marketplace Ads:
◦ There is the choice of automatic or manual price quotation.
◦ Price is charged by cost per clicks
◦ $2.00 per click (manual)
◦ We expect 100 clicks per week: 2 x 100 = $200.00
◦ 4 weeks: 200 x 4 = $800.00

** Automatic price quotation likely to be cheaper according to Facebook

Business Ads but price not indicated.
Display Ads:
◦ Average cost per click on the Display Network is $0.58
◦ Able to set daily budget
◦ We want 400 clicks in total
◦ 400 x 0.58 = $232.00

** Price and information is according to
https://www.wordstream.com/blog/ws/2015/05/21/how-much-does-
adwords-cost and Google AdWords.
Interactive Marketing:
◦ Free
◦ Owned and managed by ROH
◦ Direct control of the accounts and website

PLAN A: Location, Sound Equipment, Tables & Chairs:
◦ St Hilda’s Secondary School
◦ Leverage on partnership with SHSS
◦ Able to hold event that can fit 200 participants
◦ Have their own resources which we can use

PLAN B: Location, Sound Equipment, Tables & Chairs:
◦ Mediacorp
◦ Leverage on partnership with Mediacorp

◦ Have empty grass patch that is suitable for holding events
◦ Have sound equipments
◦ Rent tables and chairs as Mediacorp might not have enough.
◦ Chair: $1.00-1.25 per chair. 72” Table: $10.00-12.00
◦ 72” table can sit 12 - 13 people (Huffington Post)
◦ Total for 200 people: (1.25 x 200) + (12 x 17) = $454.00

** Pricing is according to
htps://chairandtablerentals.com/2011/06/how-much-7.0 Timeline
Pre-Event Period
18 Jan - 8 Feb Brainstorming and planning of campaign

8 Feb Pitching to Facilitator
13 Feb Pitch to ROH

20 Feb - 28 Feb - Setting up the “Sign up” page for Knit Your
Love event on ROH’s website
- A page for #KnitYourLove event
- Purchasing page for the yarns
1 Mar - 31 Mar Marketplace ads & Display ads
- Marketplace Ads running on Facebook

- Display Ads running on display networks
Publicity
Put up posters at partners’ locations.
17 Mar - 31 Mar Interactive Marketing

Push out the hype on #KnitYourLove Event on

Facebook
Post Page Ads
Post Page Ads running on Facebook

*** Buying of yarns will run until 29 April***
1 Apr #KnitYourLove Event!
1:30pm Registration @ St Hilda’s Secondary School
**Photo Booths for photo-taking to commemorate this

special day!!**
2pm - 2:10pm Opening Speech by Director of ROH
2:10pm - 2:30pm Teaching and Demonstrating of how to knit socks
2:30pm - 3:45pm Knitting ongoing

3:45pm - 4:10pm Refreshments
- Milo truck, Old Chang Kee, POKKA/YEO’s
Drinks
4:10pm - 5:20pm Knitting ongoing
5:20pm - 5:30pm Closing Speech by ROH’s in-charge
5:30pm Tear down + HOME SWEET HOME
Post-Event Follow-Up
2 Apr - 3 Apr Editing for Event’s Sum up Video

4 Apr Posting of the Event’s Video on website

5 Apr Compile all the socks and prepare for sale online
6 Apr - 29 Apr Selling of Socks on ROH’s website
30 Apr Facebook post on total amount we earned from the

sale of socks which the sales will go to the
beneficiarie
s.
**Leftover socks will be given to older beneficiaries
as well. 🐍
8.0 Sponsorships
In order to provide refreshments for our participants, we are intending to ask

for a sponsorship with Milo and Yeos for drinks. On the other hand, for food
we will be asking Old Chang Kee to sponsor some finger foods for our event.
These sponsorship partners are Singapore companies hence, there is a high

possibility of them willing to accept our request for a sponsorship especially
since ROH is a non profit organization
In return of the sponsorship, we will put their business logo on our posters.
This way, we are increasing awareness for their company.
To hype up our programme for the event, we will be asking students from the
Photography Club of St. Hildas Secondary to do up a photo booth. As well as
for the manpower for the event, we will be opening up to the entire school to
register with us to help us out for the event.
In return, we will be giving them CIP points if they attend the event for the
entire day.

9.0 Evaluation
To evaluate the success of our entire campaign, we will be using these:
Publicity
To measure the effectiveness of the posters, evaluation methods used will be

number of scans per QR code and production cost per poster.
Digital Advertising
To measure the effectiveness of our digital advertisements on Facebook, the

methods used are num
Interactive Marketing
We will measure the effectiveness of both ROH’s Facebook page and their
official website based on the number of page visits, impressions, comments
reactions and unique visitors on the website.
Event (Knit Your Love)
We will measure the effectiveness of the event based on the number of

participants who attended the event, number of knitted socks and the total
amount of money raised from both the event and sale from the knitted sock.

m333 Team 2 Roh Campaign Proposal

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m333 Team 2 Roh Campaign Proposal

Enviado por

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Formatos disponíveis

M333:

Team Members: WeiTing, Sabrina, Zi Xin, Yen Leng

Date: 18th January 2018

All rights reserved © 2016 Republic Polytechnic

TABLE OF CONTENTS Page

2.0 Target Audience Analysis

3.0 Situation Analysis

4.0 Communication Objectives

5.0 Communication Strategy: IMC

*Team must include the following in the Appendix (where

© 2016 RP/SMC/DMC/M333/AY2016-17S2 Page 1

2.0 Target Audience Analysis

Why we chose our target audience:

Working Adults Families

Demographics - 25 - 50 years old - Female and male

Psychographics - Need time to rest - Parents want to

© 2016 RP/SMC/DMC/M333/AY2016-17S2 Page 2

3.0 Situation Analysis

© 2016 RP/SMC/DMC/M333/AY2016-17S2 Page 3

According to National Volunteer and Philanthropy Centre (NVPC), volunteer

- The idea of people are lacking of compassion as they don’t do charity is

© 2016 RP/SMC/DMC/M333/AY2016-17S2 Page 4

Two youths sentenced to probation, community service for charity scam

4.0 Communication Objectives

Objective: To increase traffic to ROH’s website and encourage volunteerism.

Ray of Hope an to achieve an increase rohi.sg website’s monthly active users

Ray of Hope aims to achieve an increase of 20% of volunteers. Campaign

© 2016 RP/SMC/DMC/M333/AY2016-17S2 Page 5

Campaign Idea: Knitting Socks

In partnership with Joy of Knitting, we will be hosting an event during the

© 2016 RP/SMC/DMC/M333/AY2016-17S2 Page 6

How to increase traffic:

5.0 Communication Strategy: IMC

Tools that we are using

© 2016 RP/SMC/DMC/M333/AY2016-17S2 Page 7

interested in volunteering can sign up at our website. QR code is included in

In order to promote our event, we will be targeting at Working Adults, using

Post Page Ads

In order to reach out to our target audience specifically, display advertisement

© 2016 RP/SMC/DMC/M333/AY2016-17S2 Page 8

Healthserve. Afterwhich, we can ask our selected partners to put up our e-

The rationale for using publicity is to leverage on our partners’ audience

Budget Allocation: IMC tools

Item Quantity/ Price Total Expected

A4 Posters (Event 100 $2.14 $214.00 200 people

Post Page Ads Based on Daily Weekly: At least 6,500

© 2016 RP/SMC/DMC/M333/AY2016-17S2 Page 9

Display Ads 400 clicks average $232 60% increase to

Interactive 4 weeks $0 $0 30% increase

Budget Allocation: Logistics

Item Quantity/ Price Total Expected Results

© 2016 RP/SMC/DMC/M333/AY2016-17S2 Page 10

◦ $2.14 per poster

◦ A4 PP Paper Print + Lamination = 150 x 2.14 = $321.00

Post Page Ads:

◦ Set based on own chosen daily/monthly budget

◦ Daily budget: $20.00

◦ There is the choice of automatic or manual price quotation.

◦ Price is charged by cost per clicks

◦ $2.00 per click (manual)

◦ We expect 100 clicks per week: 2 x 100 = $200.00

◦ 4 weeks: 200 x 4 = $800.00

© 2016 RP/SMC/DMC/M333/AY2016-17S2 Page 11