Post on 12-Jul-2015
transcript
Our Promise
To increase community participation in order
to reach 1 million lemonade stands on Lemonade Day 2013
Target Audience
ages 24-49
well-educated, with or without kids
who recognize the importance of entrepreneurship
Adults
Research
SWOT AnalysisPersonal Interviews
Online presenceOnline discussion
We Conducted
We Monitored
Key Findings
Low awareness among the target audience
Ineffective online presence
Positive media coverage
Target audience finds volunteer opportunities through their workplace
Fractured Online Presence
Critical Factors
Volunteer Recruitment
Lack of Awareness
Critical Issue
Volunteer Shortage
Target Business Professionals
Solution
Lemonade in the Break Room
Professionals are philanthropically involved
Companies are allies for volunteers and sponsorship
This target responded positively after hearing about Lemonade Day
Need more information about the program before committing
Reasoning
Tactic
Promotional KitDistributed to 5 large companies in each
participating city
Include details why and how to get involved
Lemonade in the Break Room
Lemonade in the Break Room
“How did you hear about us?” section of volunteer application
Monitor responses connected with businesses that received Lemonade Break packs
Measurement
Critical Issue
Lack of Brand Awareness
Friend-Raising
Solution
Tactic
Positive peer influenceUtilize passion of current volunteers
Social MediaRecruit to Facebook & Twitter
Informational orientationsMagnets and flyersAttendees recorded in volunteer
database
Friend-Raising
Lemonade Crusade
Friend-Raising
Benchmark current fans and volunteersAnalyze social media followers
Goal: 30% increase in Facebook ‘Likes’ and Titter followers
Goal: 30% increase in volunteersUse database to follow up
Measurement
Critical Issue
Fractured Online Presence
Consolidation
Solution
Tactic
Out with the old…
…in with the new!
the new LemonadeDay.org
The New LemonadeDay.org
Modern and friendly facelift
Consolidation: information for all cities in one place
Kids Only sub-page
Online registrationLinked with Google Docs
Changes
Tactic
Facebook – one page for Lemonade Day
Twitter - @lemonadedayAdd personality – fun, well-liked, comical tweeter
Goodbye to Flickr & WordPressFlickr – move photos to Facebook
best stand competition: judged through Facebook ‘likes’ competitionWordPress
this information can be integrated into Web site
Consolidation
Measurement
Tactic Measuring the Effects
Lemonade in the Break Room Form: how did you discover Lemonade Day?Site traffic after placement in break rooms
Friend-Raising Form: How did you discover Lemonade day?Increase in volunteers?
New Web site Number of online registrationsGoogle AnalyticsLead database – Google Doc
Facebook Number of total “Likes”Photo interactionsConversation value
Twitter Number of followersWhat are people saying about Lemonade Day and
competitors?
Online Presence Google Alerts, TechnoratiShare articles through Facebook, Twitter, Web siteHas the conversation and media buzz increased?
Budget
Out of Pocket Expenses Professional Fees Materials Total
in the Break Room:
Flyers - - $30 $30
Lemonade - - $1,000 $1,000
Cups - - $1,500 $1,500
Drop-off’s $8/hr at 8hr 5 people, 1drop off - $320
Friend-Raising:
Magnets - - $1,000 $1,000
Postage - - $500 $500
Flyers - - $300 $300
Online Sales
Web Site Maintenance $25/h at 10hr/wk 1 employee: $10,000 - $10,000Social Media Monitoring
$10/h at 25 hr/wk 1 employee: $10,000 - $10,000
Total: $24,650
Contingency ±5% ($1,235)Notes:**Budget is over the course of 1 academic school year (roughly 40 weeks)**Contingency budget may include miscellaneous out-of-pocket costs such as office supplies
Additional Ingredients
Google Maps – stand maps
Adopt-a-Stand
Partner with existing volunteer hubs, ex:Volunteer HoustonYoung Professionals Association
Jumo.com – philanthropic online start up
Any Questions?
Lemonade in the Break RoomFriend-RaisingOnline ConsolidationOther:
Google MapsAdopt-a-StandPartnershipsJumo.com
Thank You!
Recap