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Emerson College, Boston Global Marketing Communication and Advertising
Emerson College, BostonGlobal Marketing Communication and Advertising
The Team
Laura BonettiRenee Butterfield
Diana GomezAkiva Griffith
Clara HenningMichi Hirose
Denise JohnsonKatherine Kasparian
Franz KuryAneesa Moheyuddin
Jenna SheedyBlake Whitney
Advisors:Thomas VogelJames Rowean
UN Objectives
Achieving all eight
Millennium
Development Goals by
2015.
Increase awareness of
the MDGs among
citizens.
The Assignment
One-year marketing
communications
campaign.
Appropriated budget of
US $10M.
Campaign Parameters
July 2007 through June
2008.
Effective implementation
of media schedule.
Diversification of media
and promotion strategies.
Effective use of tagline and
logo.
Ensure measurability ofcampaign.
The Task
Who? 189 world leaders made the promise
What? To combat global poverty with 8 MDGs
When? Goals to be accomplished by 2015
Where? Developed & developing nations
The problem:Objectives may not be met by 2015
Lack of follow through from governments
Lack of awareness among the public
Apathy and over saturation of cause campaigns
Situational Analysis
SWOT
Strengths United Nations Initiative
The MDGs are admirable
Universal acceptance that the MDGs are necessary
and positive
There is an actual commitment made by world
leaders
MDGs are quantifiable and measurable
Weaknesses Scope is overwhelmingly large
Lack of visual accountability
No consequence for not following through
on pledge
Lack of awareness of the MDGs
There is no comprehensive campaign
Audience that is aware does not have clear
understanding of goals
Opportunities Several potential partners
Opportunity to humanize the issues
Allow interaction through new technology
Publicize the plan to eradicate extreme poverty
Connection to people
Promote global partnership
Inspire hope for the future
Threats People need to care
Clutter / noise / competition (many cause-
orientated campaigns)
Many people may not think MDGs are attainable
Audience preoccupied with daily life
Domestics issues more relevant than global (i.e.
Katrina, SE Asia tsunami)
People are desensitized to this issues
Governments that are notkeeping their promise
Focus on U.S.
Target citizens to pressuregovernments
Specific target:U.S. citizens18-40 years oldParents, YoungProfessionals & Students
General Target Selection
Dave & Pam
Names: Dave and Pam
Age: 36, 34
Occupations:
Dave ! regional manager,
works 9am - 6pm.
Pam ! stay-at-home mom,
chauffeurs kids around
town, prepares family
meals
Media: Dave - internet, news, reruns.Pam - internet, the View, Oprah,magazines, news.
Awareness of social issues: medium.
Involvement: Susan G. KomenFoundation, local initiative for thehomeless.
Parents
Future thinking
Jim
Media: internet, news sources, friends,magazines, free dailies
Awareness of social issues:medium - low
Involvement: (PRODUCT)RED, ONE,Big Brother/Big Sister
Name: Jim
Age: 26
Occupation:
entry-level sales, free time
spent socializing, at the
gym, active lifestyle
Young Professionals
Facing Reality
Alicia
Media: internet, news sources,friends, magazines, campus paper
Awareness of social issues:medium - high
Involvement: Amnesty International,Greenpeace
Name: Alicia
Age: 20
Occupation:
college student, free time
spent socializing,
concerned about the
future and interested in
social causes but lacks
time
College Students
In-the-now
Create Awareness
Be relevant & engaging
Drive people to website
Simplify information
Differentiation
Inspire Word of Mouth
Generate interest
Convince of attainability
Encourage action
Pique curiosity
Communication Objectives
JUL
AUG
SEP
OCT
NOV
DEC
JAN
FEB
MAR
APR
MAY
JUN
PHASE 1Teaser/CuriosityTV, print,Guerilla
PHASE 2InspirationTV, print,website
PHASE 3Education &Call to ActionTV, print,website, PR,events
3 phase campaign:curiosity, inspiration, education/action
Website driven campaignPull strategyBreak through clutter“Less is more” philosophyBranding of campaignSimplified message & visualTargeted media
Communication Strategy
“Stop Waiting” conceptUniversalTargets citizens & governmentsAddresses apathyEmphasizes time-bound nature of goalsDeliberately uninformativeVisually stimulating
Red ChairUniversal representationSubliminal use of color redContinuity & consistency of messageBranding of campaign
Encoding of “8”Incites further curiosityDirect reference to 8 MDGs
Creative Rationale
Reach 60% of defined target market
Expose message at least 4 times per
viewer
Select appropriate media to reach
target audience
Implement nationwide diffusion with
increased penetration in key
metropolitan areas
Capitalize on digital media
Media Objectives
Media Strategy & Plan
Use traditional, experiential, out-of-home media
Create viral marketing tools & use grassroots
media vehicles
Synchronize media planning schedule with
target audience calendar & media habits
Channels:
TV: focus on cable
Online: placement of banners
Print: lifestyle magazines
Guerilla/PR: street & interactive marketing,concerts, ambassadors, exhibits
TV Commercials / Website
Phase 2 - “8 is possible” Phase 3 - “The 8 MDGs”Phase 1 - “Stop waiting” Teaser
Television Commercial
Website
Print Ads
Double page print ads
Single page print ad
PR / Guerilla
Red Chair Event
Concert Series
Web banner
AmbassadorProgram
TOTAL: $ 9,999,894
Production Media
Media Budget
$1,533,000Subtotal
$80,000Online
$350,000Outdoor
$650,000Television
$250,000Magazine
$203,000Guerilla
$8,466,894Subtotal
$1,205,000Online
$450,432Outdoor
$3,135,000Television
$3,276,462Magazine
$400,000Guerilla
BeforePre-campaignawareness levelsConcept testingCreative testing
DuringAwareness levelsNumber website hits& unique visitorsMonitor feedbackI.D. location ofwebsite visitorsNumber attendees &crowd size at eventsNumber ambassadorsMySpace & YouTubehits
AfterFollow-up surveywith citizensSurveygovernmentofficialsPost campaignrecognitionBlog & onlinetracking
Measurement & Evaluation
Waiting is a universal metaphor
Ethnic diversity in ads
Location neutrality
Simple copyEasily adaptable to otherlanguages and cultures
Global Aspect
