BRINGING THE STREETS HOME. For Centrepoint By Samantha Wade & Sarah Baker

Transcription

1 BRINGING THE STREETS HOME For Centrepoint By Samantha Wade & Sarah Baker

2 Objectives 1. Make Centrepoint the most talked about charity 2. Inspire donors to recommend Centrepoint Room Sponsor to their peer groups through social media or word of mouth 3. Make the paid for media more effective 4. Use the messaging; Your gift could help a homeless young person have a happier future off the streets and change their life forever. This will... Drive traffic to the Centrepoint website Increase direct debits to Centrepoint Room Sponsor Reduce attrition of current donors

3 Target Audience Primary: Males & females aged 55+ Secondary: Males & females aged Predominantly AB s who shop in John Lewis and Waitrose and read the Guardian or The Times They either don t have children or have children who are grown up Most likely to drive a Mercedes and take skiing holidays Source: Centrepoint Brief

4 Our Research: Interviews I don t like charity direct debits - you tend to forget about them If my friend told me about a charity I may consider it I m not fond of homeless charities, I want to help real victims, and people on the streets could get a job Source: Interview with 5 people from the target audience I give to children s charities, as I feel so sorry for children experiencing cruelty We tend to give to charities like Marie Curie, who we have had an experience/a personal connection with I ve got my own family to support, three girls, who I need to save for and provide education for

5 The Insight

6 We need to make homeless people relevant to the target audience. To show they are similar to them/ their own children, but who ve had an under privileged life, and can be reformed with their support. Bring the issue closer to their hearts The target audience don t know anyone on the street. They can t relate to the issue. Bringing the Streets Home

7 Challenges & Strategy There s a social stigma attached to homelessness. People don t want to associate themselves with it. We need to give people a reason to talk about it Social Media Application to generate buzz People have a misconception that people are on the street out of choice. We need to show them this isn t the case, and how Centrepoint is helping them back into society. Viral video showing how Centrepoint can transform young lives

8 Challenges & Strategy The target audience are unlikely to know anyone who has been homeless. We need to bring it closer to their hearts Event & media partnership where they meet young ambitious people who happen to be homeless People are cautious about signing up for a direct debit. We need to give them a reason to want to continue to give Twitter feed from Centrepoint residents to show donors their progress

9 Campaign structure Media Role Objective Measureme Inform audience nt about what Sign ups, Fans, Social Drive audience Centrepoint does and followers, application engagement to bring it close to engagement home Viral Address misconceptions Education and audience engagement Sign ups, Views, blogger activity Event & Guardian partnership Key, influential people seeing charity up front Generate word of mouth & create advocates Sign ups and increased awareness Twitter feed Inform supporters about brand stories & activities Lose negative perception around direct debit & engage with supporters Followers, continued direct debits, word of mouth

10 Social Application The Facebook application will make homelessness more personal and will demonstrate how Centrepoint helps young people to turn their lives around. It will take feeds from a user s profile to write a personalised story about how their life could have turned out. It then formats their picture to show how they may look if they were down on their luck. The user can then add money, and will see their life getting back on track. Facebook media will drive users to the app.

11 Social Application: Example John, What if you weren t so lucky? Your wife, Emma leaves you and you lose your job at Lloyds bank. Unable to pay your mortgage, you turn to drink to cope. Before you know it you re being kicked out onto the streets of Richmond, and your family don t want to be associated with you. See what happens with 12 donations each month... You go to Centrepoint, a charity with hostels which gives young people a home. In your first week councillors help you to stop drinking. You enrol in training to ensure you can get your job back. With a permanent address, you re able to get a new job. You re back on your feet again, and can move out. Thanks to Centrepoint donors your life is back on track

12 Viral video A viral video will be seeded on relevant sites for the target audience. The viral transitions from the streets to the graduation of a young man/ woman. Powerful & emotive images, will show the young person evolving. This shock tactic will bring the streets close to the audiences hearts.

13 Event Centrepoint residents will then reveal themselves and join the tables. A high-profile The guests will dinner see for first donors, hand what bloggers the Centre and key is journalists like. After dinner will be the hosted smart Donors Centrepoint in central young will be men residents encouraged London. and They women will be to will will given spread be give supplies the asked inspirational word (taken amongst to bring a friend talks from their about ticket peers who currently their sales) that lives to transform Centrepoint their residents living space and have doesn t what into the a same support they dinner aspire hopes venue. Centrepoint. to and be. The dreams Centrepoint as many residents young will attend, people, but but it just won t need be obvious a helping who hand. they are. Parts will be filmed and seeded online. Centrepoint cordially invites you and a guest, not currently affiliated with the charity, to join us for dinner on 25 th May 2010 The event will take place at 59 Tottenham Court Road, London at 7.30pm. A drinks reception will be followed by talks from the charity s founders and members as you enjoy dinner We look forward to welcoming you. RSVP. On the Facebook Page:

14 Guardian Media Partnership 50% of people on the streets have a qualification, and 1 in 10 has a degree. Following the event, a partnership with the Guardian will show potential donors that the homeless are not worthless, but are capable and intelligent. A Centrepoint resident will be a guest editor of G2 for a day. This will help to make the paid-for-media in paper more effective and will generate PR. Source: Shelter study (2002), reported on BBC News

15 Twitter To prevent attrition, Twitter will be used to build an emotional connection between donors and Centrepoint. Centrepoint residents will tweet about their successes and donors will be invited to follow the feed. This non-intrusive media will update donors and remind them of Centrepoint s work, showing they are making a difference. Grace s story on Twitter

16 Schematic

17 Summary People need to feel connected to a charity to donate. The challenge is to bridge the gap between the affluent audience and the homeless. Our idea is to use social media to Bring the Streets Home. Our cost effective strategy will: Engage potential donors by dispelling traditional stereotypes Highlight Centrepoint s good work Bring potential donors both physically and virtually face to face with homeless people Build positive word of mouth and predisposition to donate and keep donating

18 Thank you