rebuilding the dream of a special one
DESCRIPTION
Adopting a child may not change your life; but for that child, the whole world will changeTRANSCRIPT
THE BIGGER PICTURE
PERFECT EQUALITYPRESENT LORENZ CURVEFUTURE LORENZ CURVE
WHY A CHILD
DESIRE TO FORM A FAMILY
PSYCHOLOGICAL NEEDS
SENSE OF RELIABILITY
CONTINUING FAMILY LINEAGE
WHY ADOPTING A CHILD
NOT BEING ABLE TO CONCEIVE
SENSE OF SELF SATISFACTION
GIVING BACK TO THE SOCIETY
BUT IN BANGLADESH
THE ONLY REASON IS
NOT BEING ABLE TO CONCEIVE
PROBLEMS IN ADOPTING A CHILD
LEGAL ISSUES
SOCIAL PREJUDICE
SENSE OF DILEMMA
SEGMENTATION
Geographic Segmentation
Area Urban Semi Urban Semi Rural Rural
Demographic Segmentation
AgeTeenage
13-19Adults20-35
Aged35-50
Senior Citizen50 Above
Income Segmentation
User Status Lower Class Lower Middle Class Middle Class Upper Middle Class Upper Class
Psychographic Segmentation
Physiological Safety Belonging Esteem Self Actualization
TARGET AUDIENCE
Geographic Segmentation
Area Urban Semi Urban Semi Rural Rural
Demographic Segmentation
AgeTeenage
13-19Adults20-35
Aged35-50
Senior Citizen50 Above
Income Segmentation
User Status Lower Class Lower Middle Class Middle Class Upper Middle Class Upper Class
Psychographic Segmentation
Physiological Safety Belonging Esteem Self Actualization
THE BIG IDEA
ASMAR SHOPNO
THE STORY
EMOTIONAL CONNECTION
THE FACE
HITTING YOUR CONSCIENCE
PEOPLE ARE GOOD
WANT TO BELIEVE THAT
DO NOT WANT TO TAKE RESPONSIBILITY
MEDIA TOOLS
HIGH COST:
TVC
RADIO
BILLBOARDS
NEWSPAPER
LOW COST:
YOUTUBE
T-SHIRTS
MEDIA TOOLS
SMS SERVICE
BANGLA MOVIE INTERVALS
BRAND AMBASSADORS
DOCUMENTARY
DOCUMENTARY
PRESENT CONDITION
HOW LIFE-STYLE IMPROVES
SIGNIFICANCE OF THE SITUATION
MEDIA TOOLS
Year One Year Two Year Three
Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4
Documentary FACEBOOK & YOUTUBE
HIGH COST:
TVC LOW COST:
YOUTUBE
ITTADI
ITTADI
HIGH POPULARITY
PROMOTES SOCIAL CAUSE
FOLLOW UP OF THE CAUSE
MEDIA TOOLS
ITTADI PROMOTION: NEWSPAPER
MEDIA TOOL: BTV
Year One Year Two Year Three
Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4
Ittadi
THE FIELD MOVEMENT
FIELD MOVEMENT
Direct Affiliation
Memorable
Crowd Reaction
INITIAL PROJECT
DECLARATION OF THE CAMPAIGN
CALL FOR VOLUNTEERS
CAMPAIGN LAUNCH
MONITORING & EVALUATION
NEWER PLACES
CONDUCTING SURVEY
INITIAL TARGET SPOTS GULSHAN
BANANI
DHANMONDI
MOHAMMADPUR
SHAHBAGH
TARGET REACH:DIRECTLY: 10,000
INDIRECTLY: 2,00,000
DHAKA CITY
PROJECT EXPANSION
TRAINING VOLUNTEERS
DIVIDE THEM INTO GROUPS
SENDING THEM IN 7 DIVISIONS
REPEATING THE INITIAL PROJECT
PROJECT EXPANSION DHAKA
RAJSHAHI
CHITTAGONG
SYLHET
KHULNA
BARISAL
RANGPUR
TARGET REACH:DIRECTLY: 30,000
INDIRECTLY: 6,00,000
REGIONAL VOLUNTEERS
TRAINING VOLUNTEERS
DIVIDE THEM INTO GROUPS
SENDING THEM IN DIFFERENT
DISTRICTS
REPEATING THE INITIAL PROJECT
IMAM PREACHING
IMAM PREACHING
EXCELLENT TOUCH POINT
RELIGIOUS LEADERS
VERSES FROM THE QURAN
Year One Year Two Year Three
IMAM PREACHING Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4
RAMADAN PERIOD
TELL YOUR STORY
COMPARISON
HOW THEY HAVE BEEN LOVED
HOW THEIR LIFE CHANGED
MEDIA TOOLS
HIGH COST:
RADIO
LOW COST:
Year One Year Two Year Three
Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4
Tell Your Story
ASMAR GOLPO
ASMAR GOLPO
COLLECTION OF STORIES
A STORY TELLER
MEDIA TOOLS
HIGH COST:
NEWSPAPER
LOW COST:
WEBSITE
Year One Year Two Year Three
Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4
Asmar Golpo
T20 WORLD CUP 2014
T20 WORLD CUP
A COUNTRY FULL OF CRICKET LOVERS
THE 2ND RELIGION
MEDIA TOOLS
Year One Year Two Year ThreeQ 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4
World Cup 2014
PROMOTION IN THE STADIUM
FACEBOOK HYPE
FACEBOOK PAGE
& WEBSITE
CAMPAIGN GANTT CHART
Year One Year Two Year Three
Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4
IDEA
Save Asma
Conscience
CAMPAIGNS
Field Movement
Ittadi
Imam Preaching
Documentary
Tell Your Story
Asmar Golpo
World Cup 2014
COLLABORATING WITH THE NGOs
DEALING WITH PAPER WORKS
DEALING WITH SOCIAL DILEMMA
MONITORING& EVALUATION
MONITORING & EVALUATION
NUMBER TRACKING
SURVEYING
CHALLENGES &
FEASIBILITIES
CHALLENGES & FEASIBILITY
SOCIAL ISSUE:
Prejudice against adoption
Indifference/Ignorance
SOLUTION:
Proper info
Changing mindset
CHALLENGES & FEASIBILITY
MONITORING ISSUE:
Volunteer EfficiencyFeedback
SOLUTION:
Surveying
CHALLENGES & FEASIBILITY
MARKETING ISSUES:
ATL Market FREQUENCYIdea vs product
Gradual process of CHANGING the mindset.
SOLUTIONS:
Several CONTINGENCY plans.
Subtlety intended for INCEPTION
CHALLENGES & FEASIBILITY
MANAGERIAL ISSUE:
Volunteer COORDINATION
SOLUTION:
One SUPERVISOR needed for each group
CHALLENGES & FEASIBILITY
FINANCIAL ISSUE:
HUGE marketing budget needed
SOLUTION:
Govt. of Bangladesh having only 30% of media cost
CHALLENGES & FEASIBILITY
RELIGIOUS ISSUE:
DIFFERENT RELIGIONS, DIFFERENT LAWS
MOTIVATING FACTOR
SOLTUTION:
CLEARING MISCONCEPTION
LEGAL LAW
MARKETING BUDGET (YEAR ONE)
Year One Marketing Budget (BDT) TV Channels Quarter one Cost Quarter two Cost
NTV at news/daily 378,000.00 at special hour 434,700.00
ATN at news/daily 415,800.00 at special hour 302,400.00
ATN NEWS at news/daily 283,500.00 at special hour 283,500.00
DESH at news/daily 249,480.00 at special hour 294,840.00
1,326,780.00 1,315,440.00
Newspaper Quarter one Cost Quarter two Cost
Daily Star 1st page once 69,930 last page/monthly 181,440
Prothom Alo 1st page once 66,600 last page/monthly 172,800
Kaler Kontho 1st page once 52,200 last page/monthly 135,000
Ittefaq 1st page once 46,620 last page/monthly 120,960
Bangladesh Protidin 1st page once 57,600 last page/monthly 151,200
292,950 761,400
Billboards Quarter one Cost Quarter two Cost
Premium 40 2,400,000
Medium 40 1,920,000
Small 40 1,800,000
6,120,000
Radio costs Cost/year Concerts Cost/year
6 FM stations 324,000 2 concerts 2,000,000
BUDGET FORECASTING
Total cost year one 15,758,750
Total cost year two 7,549,020
Total cost year three 11,942,010
Total 35,249,780
T-shirts 2,000,000Salaries 1,500,000Other 3,500,000Production Cost 20,000,000
Total 7,000,000
Estimated Marketing Budget 62,249,780
CONTINGENCY PLANContingency Marketing one (Aggressive Marketing Budget)
TV Channels Quarter one Cost Quarter two Cost NTV at news/daily 378,000 at special hour 434,700 ATN at news/daily 415,800 at special hour 302,400 ATN NEWS at news/daily 283,500 at special hour 283,500 DESH at news/daily 249,480 at special hour 294,840
1,326,780 1,315,440
Newspaper Quarter one Cost Quarter two Cost
Daily Star 1st page once 69,930 last page/monthly 181,440
Prothom Alo 1st page once 66,600 last page/monthly 172,800
Kaler Kontho 1st page once 52,200 last page/monthly 135,000
Ittefaq 1st page once 46,620 last page/monthly 120,960
Bangladesh Protidin 1st page once 57,600 last page/monthly 151,200 292,950 761,400
Billboards Quarter one Cost Quarter two Cost Premium 40 2,400,000 Medium 40 1,920,000 Small 40 1,800,000
6,120,000
Radio costs Cost/year Concerts Cost/year 6 FM stations 324,000 2 concerts 2,000,000
CONTINGENCY PLAN
Newspaper Quarter one Cost Quarter two Cost
Daily Star last page/monthly 181,440
Prothom Alo last page/monthly 172,800
Kaler Kontho last page/monthly 135,000
Ittefaq last page/monthly 120,960
Bangladesh Protidin last page/monthly 151,200
761,400
Billboards Quarter one Cost Quarter two Cost
Premium 40 2,400,000
Medium 40 1,920,000
Small 40 1,800,000
6,120,000
Radio costs Cost/year
6 FM stations 324,000
SROI CALCULATION
Population 150,000,000
Per capita income 67,840
Income 10,176,000,000,000 % income of bottom 10% 1%% income of upper 20% 52%
Cost incurred by Govt. for upper 20% 25,000
Cost incurred by Govt. for bottom 10% 24,000
Difference in rearing cost 1,000
Life Expectancy 68
TARGET REACH
YEAR ONE YEAR TWO YEAR THREE
TARGET REACH 10000 20000 35000
0
5000
10000
15000
20000
25000
30000
35000
40000
SROI CALCULATION
PCI of upper 20% 176,384
PCI of lower 10% 6,784
PC Difference in income 169,600
PC Total Income difference 11,532,800
PC Total Rearing cost difference 68,000
Total Reach 65,000
Total Social Return 749,632,000,000
Total Rearing cost 4,420,000,000
Total Marketing Budget 62,200,000
Total Investment 4,482,200,000
SROI 167.2464
Projected Reach 1st year 2nd year 3rd year 10,000 20,000 35,000
SOCIAL PREJUDICE
ASMAR SHOPNO
CAMPAIGNS
SROI