“it is estimated that about 11 million children under 18 years in south africa are living on less...
TRANSCRIPT
SHARE A SOLECONCEPT
“It is estimated that about 11 million children under 18 years in South Africa are living on less
thanR200 per month
Worldwide, over two billion people suffer from soil-transmitted parasites and diseases, therefore these shoes will
protect the children’s feet in more ways than one.
It is estimated that over 20 million orphaned children are without shoes
"Some people dream of walking in other people's shoes,
while others dream of having shoes to walk in."
Cinderella is proof that a pair of shoes can change
your life
CONCEPTA campaign that offers hope to an underprivileged child.
Placing larger than life Shoe Boxes in malls around Gauteng.
These will be used to collect shoes for the children from selected under privileged communities.
Consumers will be encouraged to donate a pair of shoes for the millions of children that walk barefoot each day.
The collection period will be over the season of giving: 1 December 2015 – 31 January 2016 and will be marketed through various channels but driven mainly on air through Mix FM.
The collection period will culminate in a handover ceremony to the under privileged children and recipients of the shoes, at a Johnny Clegg, picnic in the park event in February 2016.
WELCOME TOWEEKDAYS
WEEKENDS
Mix 93.8 Fm is a community radio
station which seeks to entertain, inspire and
inform.With a host of talented
DJ Presenters and Music Specialists, we play great music and provide a variety of
informative shows to inspire, educate and
inform.
Facebook = 6.708
Twitter = 11 500
Tactive will erect the shoe box at each mall once the sponsorship has been secured.
Tactive will visit each mall three times a week to check on collections.
Should the container be full we will count the shoes, remove them and place them in storage for safe keeping.
A weekly tally per mall will be sent to Mix to announce on air to encourage additional donations.
A weekly tally will be sent to the malls to encourage competition and participation to win the OB Prize.
We will do the final collection and breakdown of each container 1 week prior to the handover event.
A final tally will be provided to Mix to announce on air to consumers and to all the participating malls.
ON THE GROUND MECHANICS AT THE MALLS
SHOE BOX SPECIFICATIONS
The shoe boxes will be manufactured in a modular format that allows for easy transportation.
It will include a flap which consumers can place their box of shoes in side.
The flap will not allow anyone to remove the shoes from the container.
A lockable door will be at the back of the box which will allow us to empty the container.
A security guard will be placed with the shoe box at all times throughout the collection period.
Creative will be campaign focussed and each shoe box will have an area dedicated for the brand sponsoring it.
2070 mm L 1200 mm W
900 mm H
SPONSORSHIP OFFEROn the ground exposure:1 x Shoe box co-branded with Mix FM60 days placement of the shoe box in the selected mall
On Air campaign• 1 Month on air generic advert campaign with 84 slots
across shows.• Value R85196 versus cost R40 000 included in
sponsorship amount
Social media• Mix FM Facebook page mention• Mix FM Website logo placement• Mix Database sms’s
Event:• 10 x tickets to the handover event• Branding and activation opportunities• First option to sponsor the children’s transport or food
at the handover event – separate sponsorship cost
TOTAL VALUE: R400 000 2.6 to 1
R180 000 ex VATTerms and conditions:
Need to book by 15 November 2015.
Payment will be 70% on booking and 30% on 31 January 2016.
Brands generic advert must be supplied within 7 days of booking.
Should the brand not have a generic recorded advert, this can produced at an additional cost.
Brand logo’s for the shoe box will need to be supplied on booking.Any brand specific concepts to amplify their campaign will be
welcomed.
ON AIR CAMPAIGN SCHEDULE
Channel Rate Mon Tue Wed Thur Fri Total Channel Rate Sat Channel Rate Sun Total Sat Total Sun
05:00-06:00 R 525 R 0 05:00-07:00 R 340 05:00-07:00 R 340 R 0 R 0
06:00-09:00 R 1 500 1 1 1 1 1 R 7 500 07:00-10:00 R 562 1 07:00-10:00 R 562 1 R 562 R 562
09:00-12:00 R 675 1 1 R 1 350 10:00-13:00 R 562 10:00-13:00 R 562 R 0 R 0
12:00-15:00 R 675 1 1 1 R 2 025 13:00-16:00 R 450 1 13:00-16:00 R 450 1 R 450 R 450
15:00-18:00 R 1 500 1 1 1 1 1 R 7 500 16:00-19:00 R 450 1 16:00-19:00 R 450 1 R 450 R 450
18:00-20:00 R 675 R 0 19:00-21:00 R 450 19:00-21:00 R 400 R 0 R 0
20:00-22:00 R 525 R 0 21:00-22:00 R 450 21:00-24:00 R 300 R 0 R 0
22:00-24:00 R 405 R 0 22:00-24:00 R 340 R 0 R 0
R 0 R 1 462 R 1 462
R 18 375
Value (per w eek) Special instructions:
Investment (per w eek)
Number of spots: 21 per w eek
Total Value: Ec vat
Total Investment R 40 000
Number of spots: 84 (Total) PER MONTH
Signature of acceptance:_________________________________
Print name: ___________________________________________
All rates exclude VAT
R 21 299
R 21 299
R 85 196
GENERIC MARKETING PLAN FOR CAMPAIGN
On Air • Campaign driven adverts running on each show throughout the
period• Adverts will be designed with different objectives
• Generic advertising the concept• Call to action highlighting which malls are participating• Competition run on air where consumers can win tickets to
the concert• OB’s at the top 2 malls that collect the most over the period.
Mix additional platforms• Mix FM Facebook page• Mix FM Website• Mix Database sms’s
Endorsement from the Mix FM DJ’s: Twitter and Facebook and appearances at the malls
Other• Participating malls media or marketing databases
SUGGESTED TIMELINESHARE A SOLE TIMELINE
ELEMENTSOCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY
15 - 31 1 - 15 15 - 30 1 - 15 15 - 31 1 - 15 15 - 31 1 - 15 15 - 29
Placing of shoe boxes in malls
Consumers to donate shoes
On air campaign - Launch and concept
On air campaign - Call to action and which malls
On air competition
OB's
DJ Endorsements
Ad reach street poles - Call to action and campaign launch
Ad reach street poles - Post campaign PR
Billboards
Facebook posts
Website call to action
Mall media or marketing platforms
Handover event
NEXT STEPSConfirmation of sponsorship by 15 November 2015
Artwork and materials:Brand logo for Shoe box artwork30” generic advert for on air campaign
THANK YOU