Two Kats 2010Two Kats 2010

UK Young Lions:CentrepointMedia Solution

Kat Bozicevich & Kat Hughes

Two Kats 2010

Our Challenge

• Make Centrepoint Room Sponsor the mosttalked about charitable giving scheme– Improve efficiency of existing paid-for media– Inspire donors to recommend Centrepoint Room Sponsor to

their peer groups through social media or word of mouth

Two Kats 2010

The charity sector is increasinglycompetitive

The number ofcharities have grown,

but charitabledonation was down11% in 2009 (UK

Giving 2009)

Last year there was£312m spent on

charitycommunications, up

15% on 2006

Homeless charitiesreceive the least

donations

I think we see increasingly thefragmentation and single

issue being prevalent. You cando malaria, you can do HIV but

you can't do poverty with anygreat resilience over a periodof time. So I think it's hard withso many placid messages toget cut through [on the biggerissues] Mark Astarita , Red

CrossUK Giving 2009

The 21st CenturyDonor, nfp Synergy

2007

Nielsen, Addynamix

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The role of charitable giving haschanged in our society

From local and community based initiatives (even if themoney was going abroad) where regular giving via an

institution was the norm to singular events or moments thatfocus on one off donation

1869 – CharityOrganisation

Formed in London

1916 – Red Crossadvocates churchbased giving for

wounded soldiers

1980s – Red Crosspromotes its work in

communities

1984 – Live Aidchanges the face of

charity giving

1990s – the focusshifts away fromcommunities to

organised events

2000s – appealsfocus on crisis

points – Tsunami,Baby P, Haiti

To compete in our noisy culture, charities have tried tomake their work special (Live Aid, Race for Life, ComicRelief, Hope for Haiti) taking it away from the everyday

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While special is successful in theshort term...

...it does little to bring onboard the long term directdebit donors so valuable tothe work of charities with itsfocus on cash donors

Nor does it create alasting relationship withits audience

Source: Google Insights for Search

Two Kats 2010

Centrepoint Room Sponsorship isabout everyday, it is about

relationships

If our objective is to make Centrepoint RoomSponsor the most talked about charitable givingscheme, it should be about total conversationvolume across the year, not fighting to be the

biggest peak at any given momentIts not about shouting the loudest, but about

creating a constant conversation

Two Kats 2010

We need to know who we’retalking to

YummyMummies

Focused ongetting the bestfor their families,

with plenty ofdistractions,

these mums givesporadically.

LiberalGreens

An internationaland welleducated

outlook drivesthe generosity of

these affluentcareer people

GoodChristians

The mostgenerous of thesegments, theseempty nestersare giving backfrom a sense of

duty andspirituality

NoNonsenseCommunity

Pillars

Cynical peoplewho nonethelessdig deep to giveto causes closeand personal.

Share theJoy

Impulsive giverswho are happywith their lives,and give whenthey’re feeling

grateful.

£48.50Average annual gifts:

£73.79 £86.41 £53.22 £45.91Source: TGI 2009

Two Kats 2010

Some people are more likely tobecome Centrepoint Room

SponsorsSPECIFIC

GENERIC

ONGOING

ONE OFF

CAMDEN APPEALROOM SPONSOR

HABERDASHERS

ONE OFF DONATION

DIRECT DEBIT DONATIONLEGACY

SHARES

Source: TGI 2009

Two Kats 2010

To be part of a constantconversation with our audience,

we need to:Be Relevant

Stand Out

Have a platform fordialogue

Be Useful

“We’ve got to stop interrupting what people are interested inand be what people are interested in.” Axel Chaldecott JWT

The commercial world has identified the route map for those in thecharity world: a complex world is made simpler by the creation of

products and positioning.” nfpsynergy, the 21st Century Donor, 2007

“Ensuring somewhere in the marketplace you are the onlycharity message. This can be difficult in a business driven byrepetition, copycats, even plagiarism.” Nigel Firminger, 2008

69% of people believethat during arecession, charitiesshould becommunicating morethrough socialnetworks

Two Kats 2010

Be relevant

Buying Home(cov. 42%, index 108)

Purchase/Sell A House/Flat (cov. 7%, index 117)

Make Major Home Improvements (cov. 16%, index 159)

Own Home Outright (cov. 40%, index 125)

Purchase/Sell A House/Flat(cov. 7%, index 116)

Make Major Home Improvements (cov. 13%, index 127)

I Enjoy Entertaining People At Home (cov. 60%, index 112)

My Home Is Lively And Colourful (cov. 68%, index 113)

I Only Buy Really Good Quality Products For My Home & Myself(cov. 54.3, index 116)

They have one footon the property ladder

Homes are central to theirlifestyle

And explicitly define theirmedia habits

Home interest draws ouraudience together

I Enjoy Entertaining People At Home (cov. 69%, index 128)

My Home Is Lively And Colourful (cov. 68%, index 113)

I Only Buy Really Good Quality Products For My Home & Myself

(cov. 55, index 117)

Press Sections: Property(cov. 5%, index 143)

Visiting Sites On Property(cov. 9%, index 127)

Press Sections: Property(cov. 5%, index 125)

Visiting Sites On Property(cov. 8%, index 120)

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This will broaden our reach

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Stand Out• Despite negative consumer perception, the major estate agents and property sites

have done little to promote their corporate social responsibility• You already have an existing relationship with Land Aid, which you can leverage

No clutter High levels of traffic

They provide a perfect partnerfor Centrepoint RoomSponsorship because there is:

Centrepoint Room Sponsorshipprovide a perfect partner forthem because:

Increasedcustomer loyalty

PositivePR

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Have a platform for dialogue

In addition, they haveuser data that can be

used to generateadditional touchpoints

EmailMobile

These sites alreadyhave significant dwelltime so activity in thisspace would allow for

engagement withlonger copy activity

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But don’t make it easy for peopleto turn away

Shock tactics grab attention, but they make it difficult for theconsumer to respond

People won’t come back if they’re made to feel guilty andhelpless

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And crucially...be useful‘Ask not what your customers can do for you, ask

what you can do for your customers’

Why ? Because they’ll keep talking about you:

Something remarkable is worth talkingabout. Worth noticing. Exceptional.New. Interesting. Its a Purple Cow.Boring stuff is invisible. Its a browncow...Remarkable marketing is the artof building things worth noticing rightinto your product or service. SethGodin

Source: Google Insights forSearch

Two Kats 2010

What does a Centrepoint RoomSponsorship product look like?

We’ve identified acommon interest

Stand OutIt

will

pro

vide

Platforms fordialogue

But

at t

he m

omen

t

Its all over theweb

And fragmented

We’ll dilute our impact if we don’t focus ourefforts

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To be useful we...

Create a ‘home’ for home sites

Somewhere that brings contenttogether into one easily digested

whole

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Not just property...

But everything that sits around it

And inside it

All strongly Centrepoint Room Sponsorshipbranded

Councils Insurance Legal Schools

Furniture DIY How To InteriorDecoration

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Looking something like this

A home to goto...

Search

Helping you to find everything you need for the perfect home.Helping us to make a home a reality for thousands of homeless

young people.Rightmove Stories from ES Home

Council Tax Bands Announced

Offers from John Lewis

Paint Matching Techniques fromB&Q

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A note on housekeeping…

Sign ups shouldn’t be directedaway tocentrepointroom.org.uk butkept within the fabric of thesite to avoid drop off. Theconsumer has come to us –we should let them tell uswhere they want to be, not tellthem

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Launched By:The UK’s biggest homepage takeover

Create buzz by skinning key property and home websites for oneday with this message:

We’ve taken awayGlobrix.com.

Because we wanted toshow you what it would

be like if you didn’thave a home to go to

We’ve taken awayHomes & Property

Because we wanted toshow you what it would

be like if you didn’thave a home to go to

We’ve taken away B&QBecause we wanted toshow you what it would

be like if you didn’thave a home to go to

We’ve taken away AvivaBecause we wanted toshow you what it would

be like if you didn’thave a home to go to

These sites content would still be available via our aggregator siteand clicking on the home page reskin will take you there

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Followed By:• During the first month, partner companies pledge to donate £12 per person who

makes ‘ahometogoto.co.uk’ their homepage

• Partner companies benefit from PR and cheaper traffic than via Google PPC• At the end of the month, the partner company recontacts the user to suggest they

carry on giving for the whole year via direct debit

Make ‘ahometogoto.co.uk’your homepage and we’ll

donate £12 to keep ayoung person off thestreets for a month

Two Kats 2010

Making Your Existing Media WorkHarder:

To further support the launch, we would recommend using your existing press and onlinemedia to direct to the site

Yummy Mummies mediaconsumption broadly reflectsthat of All Adults, but LiberalGreens over index againstoutdoor, cinema, radio and

online

We recommend a focus onevening media to speak topeople as they are going

home, where the message willresonate more strongly and

they are also more alert

The awareness generated bythe PR and social media will

improve the response rates ofother media

“there is an aw arenessconversion effect that is manytimes greater than the direct-responseconversions…Eighty percent ofthe overall sales increaseresulted from customers w hodidnot [respond] on anyadvertisements, but eventuallyconverted on the advertiser'ssite”.

Welch R, Krishnamoorthy S. E-Testing—Measuring The Ef f ectiv eness OfInternet Adv ertising OnOf f line Purchasing. ARF, October 16, 2000.

Two Kats 2010

Sustained By:

Corporatepartnerships

CRM techniques Peer to peerconversations

Don’t forget to checkout “A Home To Go

To.com”

Text 88888 to donatenow.

Broadcast media Social media

Two Kats 2010

Corporate partnerships are a goodstarting point

We can leverage partner communications tosignpost the site and drive traffic post launch

Bought Owned

Earned

- Harder to access,but often higher reach

- Simple logos- Shortcode CTA

- Links fromcorporate websites - Excess inventory

- Access theiremployee base or

database- Piggyback their

social media efforts

Two Kats 2010

But to become self-sustaining, weneed to reflect the audience behaviours

Forrester Social Media LadderRegularly use social networking(cov. 23.4%, index 105)

Making / Updating Own Website(cov. 5%, index 231)

Posting Comments / Reviews(cov. 14%, index 126)

Reading a Blog(cov. 6%, index 152)

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We’ve placed these behaviours atthe heart of our social media

strategy

CURRENCY&

CONNECTIVITY

CONTENT &CURATION

“Use content generation and curationas a means of creating viral currency”

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Where should we activate this?

CONTENT

CONNECTION

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Building core tools into sitefunctionality at development

stage…

Blogging / web slice capabilityTo make content “snackable”

SocialBookmarking

To enablerecommendation

APIs for mobile &email which make it

easy to upload contentinto the CMS

Facebook Connect /Twitter Toolsconnectivity to

maximise “news” angleof site activity

Data capture fields &recommendation

algorithmTo maximise CRM

opportunity…means we can then use thosetools to create more personalisedexperiences for our two audiences

CMSSo the utility can adapt to

new / more popularinformation sources

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Projects that will maintainmomentum

An ongoing social listening project withthe following outputs:- Blogger outreach program- Seeding strategy

A program to address participationinequality (the 1:9:90 rule)1 – morepronounced in non-profit endeavours:- Opportunity to be moderators / editors-Reward for content (exclusive access todeals through retail partners)- Promote quality contributors throughreputation ranking management

Social proof- Explicit call to share site / content withtheir friends, through bookmarking orposting on social network pages

Social currency- Activity seeded into news feeds- Activity generates badges for socialnetwork pages

Connectivity- Recommend a friend mechanic (“Can’tdonate right now? You can help just bysharing this site”)- CRM emails with contentrecommendations and gift call to action

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LaydownA M J J A S O N DJ F

Launch

Support

Sustain

SiteHPTakeover

PledgeRadioOutdoor

Corporates

SocialMedia

CRM

Soft Launch – beta phase

StakeholderMarketing

Fully Live

Seeding

£100£50

£n/a£100£60

£10£15

£10

PartnershipMarketing Fees &activation

£000s

£345*We have recommended launching the campaign in October as thisis the second spike in the housing market (after May/ June)

* Defined by scheme’scontribution to overall rev and

last year’s ad spend. Seeappendix.

Two Kats 2010

Why this works?Objective 1: Improveefficiency of existing

paid-for media

Objective 2: Inspiredonors to recommend

Centrepoint RoomSponsor to their peergroups through social

media or word of mouth

Conversations

Affinity Reducedattrition

Consideration

Increasedsign ups

Reduced attrition ofcurrent donors throughproximity to the brand/ CRM / Involvement

Increased sign ups on‘ahometogoto.co.uk’

through providingdifferent involvement

thresholds

Increasedrevenue

Two Kats 2010

A holistic measurement approachwill help us stay agile

Conversations

Affinity Reducedattrition

Consideration

Increasedsign ups

Recommended KPIs : total revenue,number of donors, average gift value,split by donation method (e.g. direct

debit)

Social listeningproject

Number of blogposts

Number of sharesBrand tracking if available

Brand tracking if availableSentiment analysis

Donor attrition rateNumber of active

editors / moderators

Site metrics (uniqueusers, dwell time,

total pageimpressions)

Qualitative metrics Quantitative metrics

Number ofregistrations

Two Kats 2010

How we have answered yourbrief

• 1. Make Centrepoint Room Sponsorship the most talked aboutcharitable giving scheme– We have demonstrated how we will tap into a key audience interest

that is already widely talked about– We have demonstrated how we will provide something of use to the

audience based around that interest, that is also relevant to the aims ofCentrepoint Room Sponsorship

– We have demonstrated how we will establish cost efficient reachthrough partner organisations

– We have noted that to focus on long term direct debit givers, we areaiming to be useful everyday, and steer clear of big events to deliverstand out in the market

Our aim is to be the most talked about project across the year, not justwhen we’re active

Two Kats 2010

How we have answered yourbrief

• 2. We want to make our paid for media more effective– We have demonstrated how we will use daypart targeting to tap into a

key consumer consideration moment and increase message recall– We have demonstrated how we will use a variety of response

mechanics to increase the ability of people to respond– We have demonstrated how we will use social media to expand the

reach of the message and increase the responsiveness of paid-for-media

– We have demonstrated how, in time, free-media could replace paid-formedia altogether

Our aim is to make the campaign self sustaining, where word of mouth isall that is required to drive site traffic and sign ups

Two Kats 2010

How we have answered yourbrief

• 3. We want donors to feel inspired to recommend Centrepoint RoomSponsor to their peer groups through social media and word of mouth– We have demonstrated that utility is a way of driving advocacy– We have demonstrated how we will harness key communities via social

media– We have demonstrated how we can move consumers on from

involvement to action

Our aim is to make the campaign self governing, where those chosen tomanage the site become the guardians of the Centrepoint Room

Sponsorship project and own it in their communities

Two Kats 2010Two Kats 2010

Appendix A – Segmentation

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A note on budget

• Currently, the Centrepoint Room Sponsor product has c. 5,000 supporters,each giving an annual gift equivalent to £144. This equates to £720,000 inrevenue. Total revenue from individual giving in 08/09 was £1,828,000 2.So the Centrepoint Room Sponsor scheme delivers c. 39%, and with only£2,930 spend in 2009 2 and a further £40,260 ytd 2010 has room to grow.

• Centrepoint Marketing Spend in 2009 was £877,159 2. At 39%, we wouldrecommend supporting a budget of £345,500.

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A bit about the market…

• 66% of all adults in the UK have given more than £5 to charity in the pastyear

• Givers are slightly more likely to be female (index 107)• Charitable giving increases with age, with 35+ being the most likely group

to give• Charitable giving increases with sociodemographic, with ABs being the

most likely group to give• Grandparents and people without children in the household are more likely

to give

Two Kats 2010

£5+: Yes - Charity - Donated In Last 12 MonthsFactor 1=41.8 Factor 2=21.2

Source: GB TGI 2010 Q1 (October 2008 – September 2009)

Active Columns Active Row s Passive Columns

Poppy Day Appeal

V isually Impaired

Cancer Research

Age Related

Heart Disease Research

Mental Health

A IDS Research

Other Health Related

Children

Animal Welfare

Wildlife/Conservation/Environment

The Disabled

Overseas Relief

Hospitals & Hospices

Human Rights

Religious Groups

The Underpriv ileged

Voluntary Emergency Services

The A rts/National Heritage

Other

More Than £150£101-£150 £76-£100

£51-£75

£26-£50

£10-£25£5-£9

Direct Debit

Cheque/Cash

Sponsor A Fundrais ing Event

Contribution Through Wage/Salary

Other Forms Of Donation

Post

Telephone Call

Text Message

Internet

Interactive TV

Other Methods

Yummy Mummies

Liberal Green

Good Christians

No Nonsense Community Pillars

Share the Joy

I Read The Financial Pages Of My New spaper

Prefer Local Radio/Local New s

Cannabis Should Be Legalised

More Important To Do Your Duty Than To Live For Enjoyment

My Faith Is Really Important To Me

I Consider Myself To Be A Spiritual Person

I Only Go To Work For The Money

I Want To Get To The Very Top In My Career

I Would Like To Set Up My Ow n Business One Day

I Like To Listen To New Bands

I Consider Myself Interested In The A rtsI Am Interested In International Events

I Am Interested In Other Cultures

Money Is The Best Measure Of Success

I Of ten Try New Household Cleaning Products

It's Worth Paying More For Organic Food

I Buy Fair Trade Products When Available

Only Buy Products From Company With Good Ethics

I Pay A ttention To Where Products I Purchase A re Made/Grow n

I A lw ays Buy The Brands My Children Prefer

I Really Enjoy Going Out To Get Drunk

I Prefer To Take Holidays Of f The Beaten Track

On Holiday I Only Want To Eat, Drink & Lie In Sun

I Am a Vegetarian Like To Stand Out In A Crow d

I Would Consider Having Cosmetic Surgery

There Is Too Much Concern With The Environment

Prepared To Pay More/Env.Friendly Products

I Would Never Buy Animal Tested Cosmetics

Would Make Lifesty le Compromises To Benef it Environment

Telmar Correspondence

We have used clustering to analysethe market and show potential access

points

MAKE ITRELEVANT AND

REAL

MAKE ITPAINLESS &

PRESTIGIOUS

CUT THROUGHTHE NOISE

WITHCOMPELLING

STORIES

Two Kats 2010

Yummy Mummies7,611,000

Who are they?61.3% femaleAged 25 – 44 (index 110)C1C2 (index 104)Working part timeChildren in HH (index 106)

What do they think?I'm Always Looking For New Ideas To ImproveMy Home (cov 48%, index 125)I Change The Decorations At Home As Often AsI Can (cov 17%, index 151)I Often Do Things On The Spur Of The Moment(cov 45%, index 110)Like To Buy From Companies Who Give BackTo Society (cov 51%, index 112)

How can we reach them?

(cov 5%, index 142)

(cov 8%, index 114)Watch Children’s Films(cov 11%, index 111)

How do they give?45% have donated up to £25 over the past yearFavorite charity types include visually impaired(cov 6%, index 114), aids Research (cov 2%,index 138)Motivated by TV (index 124), Radio (index 115),Internet (index 141)Most likely to have donated through interactiveTV (index 106)

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Who are they?57% femaleAged 35 – 6451% ABWorking part timeMarried (index 108)Own home (index 125)

Liberal Green5,420,000

What do they think?I Enjoy Entertaining People At Home (cov 69%,index 120)It Is Important To Be Well Informed AboutThings (cov 92%, index 111)When I Need Info The First Place I Look Is TheInternet (cov 66%, index 125)Usually First Amongst Friends To Know What'sGoing On (cov 23%, index 120)

How can we reach them?Property sites on Internet(cov 8%, index 120)BBC Radio(cov 30%, index 188)Documentary films(cov 3%, index 289)Airport advertising(cov 21%, index 129)

How do they give?19% donated more than £150 last year46% donate through direct debitWidest range of charity typesMotivated by current affairs (index 213), andappeals on the internet (index 180)Most likely to have donated through telephone,text or internet (indices 144, 162, 180)

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Who are they?63% female67% aged 55+AB (index 140)Retired (index 210)Children (index 120)Grandchildren (index 183)Own home (index 176)

Good Christians4,940,000

What do they think?My Faith Is Really Important To Me (cov 98%,index 291)More Important To Do Your Duty Than To LiveFor Enjoyment (cov 60%, index 187)I Enjoy Spending Time With My Family (cov92%, index 105)I Am Eating More Healthy Food Than I Have InThe Past (cov 71%, index 113)

How can we reach them?Daily Telegraph(cov 7%, index 194)Heavy BBC Radio listeners(cov 23%, index 143)

How do they give?Highest annual average donation at £86.4128% donated more than £150 last year45% donate through direct debit, butcheque/cash and post are also popular (indices135 and 142 respectively)Most likely to give to religious groups (cov. 40%,index 400), but a wide range of charity choicesLikely to respond to DM (cov 19%, index 154)

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Who are they?62% male64% aged 45+AB (index 114)40% working32% retiredChildren (index 113)Grandchildren (index 128)Own home (index 123)

No Nonsense CommunityPillars

5,924,000What do they think?There Is Too Much Concern With TheEnvironment (cov 56%, index 116)I Don't Like To Show My Real Feelings (cov44%, index 116)I Find Advertising A Waste Of My Time (cov32%, index 120)I Would Not Let Children Influence What I Buy(cov 41%, index 113)

How can we reach them?Daily Mail(cov 15%, index 146)Classical music(cov 22%, index 110)

How do they give?Most likely to donate £10-25 (cov 29%, index111), or £76-100 (cov 8%, index 107)More likely to donate to Poppy Day, HeartDisease and the Disabled (indices 105, 110 and104 respectively)Most likely to be motivated by “friends /colleagues / yourself” (cov 32%, index 103)

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Who are they?No gender bias46% aged 35-54C1C2 (index 114)62% workingChildren in HH (index 123)Buying home (index 123)

Share The Joy7,327,000

What do they think?When I Need Info The First Place I Look Is TheInternet (cov 59%, index 110)I Tend To Spend Money Without Thinking (cov19%, index 129)I'm Easily Swayed By Other People's Views (cov15%, index 118)Celebrities Influence My Purchase Decisions(cov 5%, index 135)

How can we reach them?Sun(cov 21%, index 135)Closer(cov 5%, index 133)Desperate Housewives(cov 12%, index 109)Large posters(cov 60%, index 108)

How do they give?45% give up to 25% but 11% give or £51-75Most likely to have given through a sponsoredevent (cov. 28%, index 113), through their salary(cov. 5%, index 145), or through text message(cov. 4%, index 126)More likely to donate to Cancer Research,Children and Animal Welfare (indices 110, 107and 107 respectively)

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Media usage