Calista Goh . Ella Shepley . Mika Parow . Tan Yuling . Yoonsu Kim

content page

agency introduction

problem

research findings

objective

target audience

SMP

BIG IDEA

visual image and copy line

implementation

evaluation of test site

media timeline and further

ideas

results

salutation

links

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An Arsy-Varsy way of doing things is doing things completely backward.

That is what we do at Arsy-Varsy advertising agency. We look to solve problems from all angles, we do not follow a set procedure when it comes to our creative concept, we let our ideas take our clients,

and us, to solutions that are always unique.

Our team is made up of a select group of both strategists and creatives whom work together to

ensure the best possible outcome for our clients.

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the problem

Homepage for the Homeless is an online shopping portal that works in raising funds for the youth homelessness charity, Ladder. Online consumers are able to access a range of stores through the portal with up to 15% of their total spend going straight to Ladder, with no extra cost to them. With only one extra click, consumers are able to help tackle the issue of youth homeless across Australia.

Homepage for the Homeless however is not reaching its full potential. It is the main source of funds for Ladder and therefore it is vital that something is done. Low public awareness and a lack of a traditional advertising are hindering Ladders potential funds.

With an estimated 700,000 nonprofit organizations in Australia (WARC, 2005), which for the most part are small and dependent on volunteer work, this creates a highly saturated market category to be in, and therefore requires a campaign that will make it stand out amongst the noise.

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researchfindings

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According to the study ‘Giving Australia: Research on Philanthropy in Australia’, there are approximately 700,000 nonprofit organizations in Australia. It also found that Australians are very generous when giving to charity, with charities receiving an estimated $11billion from businesses and individuals in 12 months, being $7.7billion from individuals, and $3.3billion from businesses.

Statistics on social media usage in Australia (Social Media News, 2013) show that 12,800,000 people in Australia use Facebook, 12,000,000 use YouTube and 1,600,000 Australians use Instagram.

Homepage for the Homeless falls into the category of ‘community and welfare service’, which receives one in eight of all dollars donated by adult Australians.

This study found that within households and individuals, 13.4million Australians aged 18 and older have $5.7billion over a year, meaning they gave an average of $424 each, and a median of $100 each. It was also found that 89.5% of women donate, while 84.1% of men gave donations. Though men were found to give more, just less often.

This study also found an increased level of professionalism from social networking, with more Australians creating personal and business related blogs. With 65% of online Australians using social networks, and 45% logging on daily.

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The objectives of this campaign are based on our target market group:

1. To generate awareness of Homepage for the Homeless amongst 75% of our target market by the end of our campaign.

2. To convince 50% of our target market by the end of our campaign to set Homepage for the Homeless as their browser homepage.

3. To motivate 40% of our target audience to shop through Homepage for the Homeless portal the next time they make a purchase.

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objectives

target audience

The core target audience for ‘Be The Key’ is students, primarily at RMIT University. As we have no budget to work with, we feel that we have best access to recourses that will effectively reach this target audience. This audience was also selected on a key insight that 18-34 year olds make up roughly one third of the total online audience (Nielson, 2012). As students do not have much in the way of disposable income this is the perfect charity for them, as it incurs no additional costs to whatever they are already spending online. This demographic also tends to be socially conscious, and will be able to empathize with the cause due to the relative age of those Ladder are helping.

Through this campaign we aim to connect with those who are high users of social media, primarily Instagram, and frequent online shoppers, so as to utilize existing habits. By use of an interactive element in social media, we aim to create an online word of mouth, spreading through their online contacts and beyond.

Our other target audience is broader still. It is simply those who go to Australia Post to retrieve their packages and mail. Again we are utilizing existing behaviours, as a high percentage of the packages that go through Australia Post are online shopping deliveries. We therefore intend simply to inform these pre-existing shoppers to go through the Homepage for the Homeless portal next time they shop online, and which online stores that applies to.

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Morgan Peters in a 20-year-old Communications student at RMIT, doing his first year after transferring from Melbourne University. Morgan lives in Footscray with two other housemates of approximately the same age. Due to living out of home he has a part time job, and not a great deal of disposable income. But when he does spend he likes to spend on himself. He spends much of his time socializing with friends, and it an active user of Facebook and Instagram to keep track of friends and family, and regularly posts on both forums. Morgan is very into his music, and makes regular purchases on iTunes, and buys clothes through The Iconic. He loves to help out in the community when he can, but struggles to find time or the means to do so.

target audience profile

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NOW FUTURE

THINK

FEEL

DO

I am not aware of the existence of Homepage for the Homeless.

I feel that I do not have the means to do so.

I do not donate nor do I shop through the online portal.

The next time I shop online, I will shop through Homepage for the

Homeless portal.

I feel that now I have the means to do so, at no extra cost to me.

I will set Homepage for the Homless as their homepage and eventually

shop from there.

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what does our target audience think now?

By simply changing my homepage to Homepage for the Homeless, I can continue to shop through the portal and do my part to help fight youth homelessness, at no extra cost to me.

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SMP

big idea

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The theme of the campaign is -

"Be The Key"

This message will echo in the following form:

• Ititselfisacalltoaction.• Itpositionsanactofhelpingoneanotherisassimpleasopeningadoor.• Itfocusesthateveryonehavetheabilitytohelpmakeadifference.• Itallowsacertainrealisationofleadership-aplacewhichempowersourtargetaudiencetotakecharge.• Itisagreatcatchphraseforotherpromotionalmeans.

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rmit open dayWe will be conducting our first phrase of executions during RMIT Open Day, on 10 August 2014. In 2013, RMIT Open Day had an attendance of 40,000 people across all 3 campuses (rmit.edu.au, 2014). Therefore, by putting up posters and distributing flyers during the open day, it is an ideal platform for us to maximize awareness for Homepage for the Homeless within our target audience. Posters will be positioned at highly visible locations such as stairwells and doorways to further increase exposure. Flyers will also be distributed to the attendees to increase awareness.

tv hijackAt RMIT, we also intend to use the existing Homepage for the Homeless YouTube video and play it on the TV screens that are situated in common study areas around the university. As students, we know that when studying, we are more likely to be seeking for a way to procrastinate, and what better way to procrastinate than by online shopping. By ‘hijacking’ these screens, students are exposed to information about the charity, how to use the page and where they can shop.

In order to comply with our objectives, we will launch a campaign with the theme - ‘Be the Key’. The campaign will last for a week and

will be carried out in 4 executions.

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i spy with my eyesThis execution is somewhat of a ‘scavenger hunt’, which is an interactive game that will be held in the RMIT campus. We will encourage students to participate in the game in which we will leave flyers (or clues) that will motivate the student to find the posters that have been put up. Upon finding it, they are to take a selfie with it and share it on Instagram with the hashtag #HFTH. In return, they will be reward with a gift! University students have on average 150-300 followers, making Instagram an excellent platform for reach.

australia post

We have identified Australia Post as an ideal partner to work with for this part of the campaign. Australia Post is where people usually go to collect their online purchases. With this in mind, we intend to utilize this partnership by handing out flyers to their customers who are picking up their parcels. This is to raise awareness for Homepage for the Homeless, and to motivate these people to change their consumer behavior to use the portal the next time they shop online.

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visual image & copy line

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visual image

Visually, we wanted our executions to resemble the Homepage for the Homeless website, by using a similar colour scheme of grey. As grey is not a stand out colour, we emphasized key points in our visuals with red font to stand out. We have also chosen to highlight the keyhole shape and the image of keys. As ‘Be The Key’ is all about a call to action and interactivity, we also chose to use images of hands across our two flyers and poster.

The copy used for our scavenger hunt pieces is about home and finding home, a direct link to the cause. We also chose a consistent hash-tag “#HTFT”. The rest of the copy is information about what the page does and how to use it. All kept simple and succinct, so as to reflect the simplicity of using Homepage for the Homeless.

and copy lines

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Flyer given out during RMIT Open Day and at Australia Post

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Flyer for ‘I Spy with My Eyes’

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A3 poster placed around building 9

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implementation

1: RMIT Open Day During the RMIT Open Day, we put up 10 posters around building 9 and handed out about 200 flyers to the attendees. The posters were situated in high traffic areas such as stairwells and doorways to maximize exposure. They were also left there in the following week. The flyers were mainly given out around building 9 and the courtyard.

2: TV HijackIn the following week (12 August 2014), we hijacked the TVs in the common study area in RMIT building 9 with the Homepage for the Homeless video. This caught the attention of many students, as the TVs are usually off. Most of them had their laptops with them, so the video had encourage them to check out the Homepage for the Homeless website.

3: I Spy with My EyesOn 13 August 2014, we carried out the ‘scavenger hunt’ activity in RMIT building 9. 60 flyers with ‘Help me find my home’ were scattered around tables in the common study area. This prompted students to pick it up to take a closer look at it. 23 students searched for the posters that were put up, took a selfie with it, and shared it on Instagram. They were all rewarded with chocolates.

4: Australia PostDuring the week (12 August 2014), we also visited the Australia Post office situated in Melbourne GPO to hand out flyers to people who were collecting their parcels from the post office. We handed out 100 flyers, during which we engaged in a conversation about Homepage for the Homeless with them. The flyers were also served as a reminder for them to check out the Homepage for the Homeless website when they are able to access a laptop.

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evaluation of test site

The idea of raising awareness for Homepage for the Homeless at the RMIT Open Day and throughout the following week was ultimately extremely successful. Whilst exact figures regarding direct sales on the Homepage for the Homeless portal cannot be

recorded, exposure can be loosely recorded.

1: RMIT Open Day RMIT open day across all 3 campuses in 2013 had an attendance of 40,000 people (rmit.edu.au, 2014). It can therefore be estimated, that being the largest of the 3 campuses, the city campus received an attendance of approximately 20,000 people. Specifically in building 9 where the posters and flyers were distributed, it can be estimated that there was an exposure to around 2000 people. By positioning the posters in high visibility locations such as stairwells and doorways, exposure was further increased.

2: TV HijackHijacking of the TVs in the common study area was also a success as it caught the attention of the students there. In a quiet room where everyone is usually doing their own things, playing the video abruptly had caught them off guard and this intrigued them to watch the full video. With that, they are now aware of Homepage for the Homeless and the next time they shop online, they will remember to use the portal.

3: I Spy with My EyesThe interactive concept of the ‘scavenger hunt’ further boosts the success of this campaign. By enabling potential consumers with the option to share Homepage for the Homeless via their social networking sites, not only was the exposure further increased but it also empowered these consumers into feeling as though they were making a difference.

4: Australia PostThe concept of handing out flyers in the busiest Australia Post outlet in Melbourne was also extremely successful. By primarily selecting consumers based on if they were picking up packages and online purchases, ensured the correct audience was being selected. This location leveraged the idea of Homepage for the Homeless, in which consumers can selfishly purchase goods online, whilst still helping tackling the issue of youth homelessness, with no effect on their own finances.

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media timeline

Create MinutesExploring creative options. Three ideas

minimum per person. Plus ideas for expansion.Create WIP

Target Audience ResearchFinalise SMP

Finalise 3 creative ideasPitch 3 creative ideas to representatives

Adjust chosen execution Prepare for execution

Design Posters & Flyers Print Posters & Flyers

RMIT Open Day Execution RMIT Online Execution

Australia Post ExecutionCampaign ReportCase Study Video

Prepare Team PitchTeam Pitch

28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18JULY AUGUST

TOTAL - 22 DAYS

We focused our campaign around RMIT Open Day, RMIT building 9 and Australia post during the week from 10 August to 13 August 2014. The whole campaign required a zero budget.

further ideas

If we did have a budget, we would expand our social media campaign across Facebook and Twitter, alongside our existing Instagram campaign, to boost ‘likes’ and ‘followers’ to create an initial boost for the campaign. As an online campaign, it would also be worth purchasing ‘Google AdWords’, particularly in association with the pages existing retailers.

A major component of campaign is the partnership with Australia Post. As Australia Post is already one of GPY&R’s current client, GPY&R can then leverage on their existing relationship with Australia Post to get them to partner up with Homepage for the Homeless to generate awareness. Additionally, Australia Post is a company that strives to contribute to the community; therefore we believe that this partnership is ideal. Elements for the partnership can include Homepage for the Homeless flyers placed at the post office counters, informative flyers to be given out with each parcel collected and other informative posters inside the post offices.

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Lack of awareness is the main problem for Homepage for the Homeless. Therefore, by using a weeklong campaign aimed at university students and the general public repeatedly, awareness for the portal was raised.

This was raised through the handing out of 100 flyers at Australia Post to people picking up packages and mail. This will ideally translate to these people using the Homepage for the Homeless portal next time they online shop. Awareness was also raised by handing out 160 flyers at RMIT over the Open Day and the week following. This translated into 23 people engaging in the ‘Scavenger Hunt’ and posting on Instagram with the Homepage for the Homeless hashtag #HFTH. With each of these Instagram users having between 150-300 followers, this creates an exposure of up to 6,900 Instagram users.

Through the playing of the Homepage for the Homeless YouTube clip in the common study area, approximately 50 students were exposed, ideally translating to use of the page.

results

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At Arsy-Varsy we aim for this campaign to educate and directly raise awareness of Homepage for the Homeless to online shoppers and university students. ‘Be The Key’ is designed in a way that doesn’t only target university students’ aged 18-25, but is diverse enough to appeal to the broader online shopping community. The line ‘Be The Key’ in itself is a call to action. With the use of social media, it is also highly shareable, with the website address across all executions. Therefore reinforcing direct awareness. Throughout our campaign we have strived to balance the seriousness of the cause, with the positive effects that using Homepage for the Homeless has. Our campaign provides an interactive way to connect with Homepage for the

Homeless, while reinforcing the simplicity of using the portal.

varsyarsy

salutation

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links

Report:http://www.slideshare.net/Calistag/arsy-varsy-hfth-report

Presentation:http://www.slideshare.net/Calistag/arsyvarsy-homepage-for-the-homeless

Case study video:http://youtu.be/7f6uqYf5OkU