1. Operation SmileSmile Asia WeekTheoria Presentation

2. Our ClientOperation Smile provides free surgeries to repair facial deformities for childrenaround the globe.Founded in 1982, Operation Smile has conducted over 200,000 free surgeries forchildren and young adults.The Singapore branch shares resources throughout Asia with a focus on instillingvolunteerism locally. 3. Our BriefSmile Asia Week is an annual fundraising venture with Ritz-Carlton hotel specially creatinglimited edition luxury Valrhona chocolate cakes, operating in 9 Asian countries with15,000 cakes sold in May 2014.Our brief is to increase cake sales for Singapore Smile Asia Week, May 2015 4. Situation AnalysisPartnerships with high profile organisations including global luxury brand, Ritz-Carltonand local media partners, Class 95fm. Limitations on co-branding and event promotion.Depth of relationships with volunteers, strengths of Singapore Board MembersAvailable resources including mailing lists, social media presence, video and photographicmaterialsReduced sales y-o-y in Singapore - 15% drop on target of 7,000 cakes for 2014. 5. ResearchWhat motivates an individual to support a charity?According to research its personal taste, affinity.Feelings of rapport. Empathy. Understanding.(ESRC Centre for Charitable Giving and Philanthropy) 6. Online anonymous survey, 100 Singapore residents of working age, June-July 2014No 92%Yes 8%Primary ResearchHave you heard of Smile Asia Week? 7. Primary ResearchHave you heard of Operation Smile?If yes, please indicate which of the following best describes Operation Smile?Unknown74%Identify79%Not Identify21%Known26% 8. What motivates you to purchase a charity item? multi choice answer9435231009080706050403020100Charity Quality PricingPrimary Research 9. Issue identification Majority of respondents in our sample were unaware of Smile Asia Week and OperationSmile. However, where known, strong retention of Operation Smile work and purpose Research states feelings of affinity increases support.Issue identified as lack of awareness, affinity with charity and their event impacting sales.Targeted communication will prompt an increase in sales of Smile Asia Week cakes . 10. Goals and ObjectivesLong term GoalIncrease target audience awareness & affinity for Smile Asia Week and Operation Smile.Thus, create a premier fundraising platform for the region with Smile Asia Week.Objective One Increase salesReach cake sales of 7,000 in Singapore during Smile Asia Week May 3rd-10th 2015, toachieve 2014 stated targetObjective Two Increase awarenessIncrease awareness of Smile Asia Week and Operation Smile by 15%, among a target audience,from current level over a 6 month campaign. 11. Target AudienceImage: SPH 1.2 million Singaporeans are PMET, high discretionary income. Willing to invest in luxury & quality goods. 280,000 based in Singapores CBD area 25-40 year old workers, male and female, based in Singapores CBD(Clearchannel.com, Demographia.com) 12. MessageImpoverished child cleft lip sufferers need your help.By supporting Smile Asia Week, you can help remove their suffering.What would YOU do to make someone smile?Positive language (smile) but poses a question to generate thought on the topicImage: Operation Smile.org 13. Promote Smile Asia Week to our target audience through personalised pitches toSingaporean mass media (traditional and online), using the experiences ofvolunteers, board members and beneficiaries to generate empathy with sufferersand the charity.This will be followed with a public event for Smile Asia Week to create buzz andintrigue among the target audience.The combined profile raising and empathy generation will prompt the targetaudience to make a purchase during Smile Asia Week.Strategy 14. Tactics & ChannelsRaise profile of Smile Asia Week and Operation Smile via mass media channelsusing the stories of volunteers, beneficiaries and board members.Taking place over 6 months to build awareness prior to Smile Asia Week, May2015. 15. Tactics & Channels1. Media Pitch Magazines of healthcare providers, healthcareprogrammes pertinent health story, medicalprofessionals Trade/Industry magazines philanthropy & profileof board members e.g. Prof Vincent Yeow Kok Leng,Go Swan Khing 16. Tactics & Channels Life & Style - Spirit of Volunteerism,experiences of professionals volunteering,student volunteers attending internationalconference and the personal benefits ofsuch Parenting magazines children with cleftlip, impact, Singaporean family stories 17. Tactics & Channels2. A 30 second video short, distributed online via social media channels, that poses thequestionWhat would you do to make someone smile?Image credit; ninjamotorhome.com 18. Tactics & ChannelsResearch into viral videos highlight the importance of Strong emotional response to the contentSource who shared the content i.e. a friend.Our campaign will leverage this psychological process of emotional contagion tospread the message of Smile Asia Week.Utilising our teams of volunteers and mailing list to post the videos to their social mediaaccounts.(Guadagno, 2013) 19. Tactics & ChannelsWhat would you do to make a child smile? Evocative images build the story ofmaking a child smile; love, attention andthe simple joys of life. Leads to pre- & post-op visual of childwith cleft lip, ending on image of SmileAsia Week cake and our call to action 20. Tactics & ChannelsWhat would you do to make your partner smile? Similar treatment showing partnersspending time, small gestures oftogetherness Ends on same image of child andSmile Asia Week cake, call to action 21. Tactics & ChannelsWhat would you do to make your Mother smile? 3rd video to coordinate with Mothers Day(May 10) in Singapore Theme focusing on the maternal. Ends on consistent image of child withcleft lip and campaign call to action 22. Tactics & ChannelsWhat would you do to make someone smile? Final video released atthe start of Smile AsiaWeek. Select images from 3prior videos tocompound theemotional impact Ends on smiling child,call to action for SmileAsia Week 23. Tactics & Channels3. Public Event held on Tuesday of Smile Asia Week (12-2pm) at Raffles Place.One Day event, timed for max media coverage coinciding with event30 volunteers, wearing cleft lip facial masks & Smile Asia Week t-shirts, will swarm ontoRaffles Place. 24. What would you do to makesomeone smile?Make someone special smile with one ofour delicious Smile Asia Week Cakes.Designed by the Ritz-Carlton, these cakeshelp bring smiles across Asia.www.smileasiaweek.orgTactics and ChannelsDistribute free tissuepacks branded with cleftlip on top flap, Smile AsiaWeek logo on bottom andcall to action inside.The striking appearancewill generate buzz & freetissues continuouslyexpose our targetaudience to our call toaction. 25. Tactics and Channels4.Media PartnersLeverage this established relationship with media partner Class 95fm to publicisethe video short in the weeks prior to Smile Asia Week via on air mentions5. Media PitchLocal media will receive a brief prior to the public event.During the event, photo and video recordings will capture the striking visual of thevolunteers and the reactions of people to them. The images will be sent to themedia as a follow-up pitch, intend to catch attention and media coverage. 26. EvaluationBefore, during and after campaign; Online survey ongoing assessment of event awareness Social Media channels clicks, likes, engagement Media monitoring titles, length/duration, location, toneAfter campaign; Calculate cake sales 27. Timeline1-Sep 1-Oct 31-Oct 30-Nov 30-Dec 29-Jan 28-Feb 30-Mar 29-Apr 29-MayVideo ProductionPrep. Work (Masks & Tissues)Media Pitch1st Video2nd Video3rd Video4th VideoPublic EventEvaluation 28. Budget60.31.80.5Video production Tissues Masks SundryVideo largest expense, varied quotes. Extend budget External sponsors University volunteers Limit to 1 video