you’ve never had a q4 like this. · pdf filedynamic landing page design. ... in addition...

YOU’VE NEVER HAD A Q4

LIKE THIS.

GETTING THE MOST OUT OF

THE MOST GIVING TIME OF YEAR.

INTRODUCING THE 4TH QUARTERIZERFor most non-profit organizations, getting ready for Q4 is a real need. But what if there were a way to become more efficient and wind up with a greater return in Q4?

At Interplanetary, we’ve worked with many of our non-profit clients to maximize Q4 giving. The next logical step was to create The 4th Quarterizer, a stimulus package that puts it all together for you.

The 4th Quarterizer begins with the discipline of getting you started early and organized. We help break down barriers with internal groups, streamline the process, create more emotionally compelling communications that drive better results, ensure consistent branding, and better equip your supporters to advocate for you.

Specifically, we audit your existing communications; develop a strategic brief; create a communications plan; give you our knowledgeable recommendation on the most important tactics to help you successfully raise funds; develop core creative in all appropriate channels (broadcast, print, outdoor, DM, eCRM, event collateral) and more.

That “more” depends on your needs. This is no off-the-shelf program. The 4th Quarterizer is modular and customizable. It is created to your company’s specifications. The ultimate benefit is ROI via increased donations by maximizing the opportunity your organization faces in the last two to three months of the year, including Giving Tuesday.

The 4th Quarterizer. There’s no other program like it. And if your Q4 does not track with the calendar, it can be event-specific any time of the year.

Interplanetary is a creative multidisciplinary agency for sophisticated

marketers who need to solve real business issues and are looking

for better results. Our diverse experience across brand advertising,

digital and direct contributes to our success in creating more effective

brands. We are pragmatic conceptualists dealing in big, unifying

ideas and their practical applications to drive return on investment in

a significant way.

WE ARE INTERPLANETARY

CHOOSE THE PACKAGE THAT SERVES YOU BEST.

All packages customizable. Minimum program $75,000. Media and production expenses not included.

Additional services available, including but not limited to Direct mail, Acquisition email, Hispanic market adaptation, Canadian market adaptation, Mobile, Homepage and universal navigation redesign, Brand tracking study, Segmentation research, Creative validation research,

Media planning and buying.

OPTION A

DIGITAL/SOCIAL/MOBILEFUNDRAISING PACKAGE

WHAT YOU WILL GET

Communications audit. Stakeholder interviews. Strategic brief. Communication plan. Escalating series of email, social, and display ad creative. Dynamic landing page design. Analytics consulting.

IMPACT

AUDIENCE REACH ★ ★ ★ ★ ★CHANNEL EXPOSURE ★ ★ ★ ★ ★DONATION POTENTIAL ★ ★ ★ ★ ★

WHY DO THIS

Leverages best practices across digital channels. Planning phase provides internal alignment. Optimizes online giving, particularly with your base of existing donors.

STRATEGY AND CREATIVE DEVELOPMENT15 Weeks

OPTIONAL PRODUCTION MANAGEMENT5 Weeks

OPTION B

MULTIMEDIA & PSA FUNDRAISING PACKAGE

WHAT YOU WILL GET

Option A Plus: TV and radio creative with PSA media distribution, outreach and tracking. Plus print, outdoor and digital video ad creative.

IMPACT


WHY DO THIS

Expands campaign with $1+ million awareness- driving donated media, creating 15% lift to digital performance and spreading message to broader base of prospective donors. (TV and radio can run past program end date.)



OPTION C

FIELD INTEGRATEDFUNDRAISING PACKAGE

WHAT YOU WILL GET

Option B Plus: Field, Chapter and/or Event collateral, signage, and campaign user guidelines with customizable templates.

IMPACT


WHY DO THIS

Fully integrated solution that empowers your chapters and event teams, creating a larger movement throughout your organization. Maximizes potential donation impact.



RESPONSIVE MICROSITE

COUNTDOWN SERIES EMAILS

SOCIAL MEDIA ADS

SHARE SERIES EMAILS SURVIVOR VIDEO SERIES EMAILS

DIGITAL/SOCIAL/MOBILE FUNDRAISING PACKAGE

BLOOD CANCER AWARENESS MONTHThe Challenge:To mark the beginning of the 2014 giving season, The Leukemia & Lymphoma Society turned to Interplanetary for a fully-integrated digital approach which would promote its signature fall kickoff event, Blood Cancer Awareness Month. In addition to building awareness among the general public about blood cancers and LLS’ role in the fight against them, the program goal was to raise $300,000 in contributions.

What We Did:Interplanetary met this challenge by combining a tailored email program with a dedicated microsite. Dynamic flash banners led people to the microsite’s landing page, which gave THEM the opportunity to listen to compelling survivor stories and presented strong proof points of LLS’ achievements in the fight against blood cancers. The site also made a strong appeal to raise funds and featured an ongoing visual demonstration of progress against the $300,000 goal, all while remaining true to LLS’ core “Someday Is Today” branding.

Results:This initiative reached the $300,000 goal by week three, and by month’s end surpassed the goal by nearly 50% for a total of $430,000 in donations.

INTERPLANETARY LAUNCHES THE LEUKEMIA & LYMPHOMA SOCIETY

Since the 1950s, The Leukemia & Lymphoma Society has made extraordinary strides in curing blood cancers and

improving patients’ lives. But the donor public had little awareness of LLS and its impact on the cancer landscape.

Our integrated advertising campaign changed minds – and behavior – in a big way. It eschews the usual guilt and

sentimentality by showing the pioneering results contributions have led to, all under the theme line, “Someday is Today.”

Having built a succesful brand, LLS turned to Interplanetary to help turbocharge specific fundraising initiatives.

FIELD COLLATERAL

fundraising campaigns

we’re making progress in the fight to end blood cancers. our fundraising campaigns are helping to make it all possible.

LLS campaignsindd 1 10/15/13 1:03 PM

someday people

Isaac and his twin brother Isaiah were born on March 29, 2002. Isaac was a lovable, high-spirited child. On Thanksgiving 2008, and again two days before Christmas, Isaac ex-perienced pain in his stomach. After physical exams and negative x-ray results, Isaac was sent home. The day after Christmas, the pain became so acute, his father took him back to the ER, when doctors found a large mass in Isaac’s abdomen. A biopsy was taken – Isaac had lymphoma. In January, 2009, he began 12 weeks of chemo to shrink the tumor. In April, the tumor was surgically removed. He is now cancer-free. Melissa was seven months pregnant when

she found out she had Hodgkin lymphoma. Her first thought was how this might affect her unborn son. Melissa’s doctors found a bal-ance between starting treatment for her and the safety of the baby. On August 16, 2006, Melissa gave birth to a healthy baby boy. The next day she began a series of procedures, which couldn’t be performed while she was pregnant. Three days later, Melissa began her first chemotherapy treatment. It was a battle she knew she needed to win to be there for her newborn son. Melissa ihas been in remis-sion since 2007.

Someday is today for over 1,000,000 people who are in remission or living with blood cancer. Thanks, in part, to LLS support, these survivors are receiving better, safer, more effective treatments that enable them to live everyday lives. What can’t be measured is the never-say-never determination these champions bring to their battles and to their communities, every single day. Here’s some of their stories.

issac, lymphoma survivor virginia

melissa, lymphoma survivor massachusetts

somedaypeople.indd 1 10/15/13 1:30 PM

INTERNAL POSTER

LANDING PAGE

Whenever we talk about cancer, we always use the same word. Someday. Someday there’ll be

a cure. Someday we won’t lose the people we love. But when is someday? Someday is today.

Simply put, we are closer than ever to the cures for many kinds of blood cancers. We are saving

more lives and saving them faster than at any time in our 60+ years.

The Leukemia & Lymphoma Society has invested nearly one billion dollars to accelerate cancer

treatments once thought impossible. In 1964, the five-year survival rate for the most common

childhood leukemia was 3%. Today it’s 90%.

Cures today, not someday. That’s the goal. And soon, with your help, blood cancer will be

yesterday’s news. Give at lls.org or call 888-HELP-LLS.

NEWSPAPER BILLBOARD

COMING HOME :60 PSA TV

EMAIL

950x400 ANIMATED BANNER

300X600 ANIMATED BANNER

COMING HOME TV AND RADIO PSAsThe Challenge:Powerful achievements in fighting blood cancers have been a cornerstone of The Leukemia & Lymphoma Society’s message since its “Someday is Today” campaign began in 2012. This approach has proven consistently successful in raising funds.

To continue the momentum established by the campaign for the 2015 giving season, Interplanetary was asked to refresh the “Someday Is Today” message in a new and different way, making it particularly compelling to the donor public.

What We Did:Interplanetary met this challenge by creating the new “Coming Home” :30 and :60 TV spots and radio adaptations to integrate with LLS’s digital and social creative and field collateral. These PSAs told LLS’ “Someday Is Today” story in a new and unexpected way, making an unforgettable point: thanks in part to discoveries funded by LLS, more and more people with blood cancer are living normal lives -- they are truly “coming home.” In the television PSA scenes of homecoming register primal emotion, while together, TV and radio remind us that LLS has advanced some of the most pioneering cancer research of our time—extending the impact of donations beyond the world of blood cancer alone. Both spots featured Oscar-winning actor Linda Hunt telling the story.

Results:Fourth quarter results were impressive, to say the least. In total, LLS.org online donations for Q4 were up 30% over the prior year, with site conversion up 183% over the same period. And “Coming Home” executions are still in rotation.

DIGITAL/SOCIAL/MOBILE PLUS MULTIMEDIA & PSA FUNDRAISING PACKAGE PLUS FIELD INTEGRATED SOMEDAY IS TODAY PRINT, OOH AND DIGITAL

:30 second PSA BROCHURE

PRINT

LANDING PAGE

P A R T N E R S

VISIT: IPNY.COM CONTACT OUR NEW BUSINESS DIRECTOR: JULIE GUTHEINZ [email protected] (212) 488-4786

INTERPLANETARYCASE STUDY: LLS LIGHT THE NIGHT EVENT

Like most charities, The Leukemia and Lymphoma Society relies heavily on national fundraising campaigns for donations. And also like many of its counterparts, LLS’ fundraising campaigns developed independently of the parent brand, each with its own visual identity, communications and budget. The result, years later, was a confusing array of triathlons, walks, penny drives and even regattas, none of which communicated the values of the parent brand’s new identity.

Nearly one year after the launch and success of LLS’ “Someday Is Today” campaign, which positioned LLS as the cause that gives supporters maximum impact in the fight against blood cancers, Interplanetary was asked to align LLS’ Light the Night Walk outreach with LLS communication. We started with a simple insight – that unlike endurance events, Light The Night (a short

distance walk open to everyone) was a fun, easy way for anyone to have an impact in the fight against cancer. A television PSA was developed using the balloon theme to promote local events, invite people to sign up, and capture the walk’s unique spirit. Over time, the campaign expanded to brand posters, chapter collateral, T-shirts and group signage, and was featured on the homepage of the LLS website. The campaign’s visual elements incorporated the LLS blood drop and the “Someday Is Today” tagline, yet built an identity of Light the Night as an LLS sub-brand.

Results were highly positive. One year into the campaign, Light the Night became LLS’ fastest growing and most profitable event.

STEP UP: LIGHTTHENIGHT.ORG/REGISTER

WE’RETAKING STEPS TOMAKESOMEDAYTODAY

WE’RETAKING STEPS TOSAVE LIVES


P A R T N E R S

VISIT: IPNY.COM CONTACT OUR NEW BUSINESS DIRECTOR: JULIE GUTHEINZ [email protected] (212) 488-4786

INTERPLANETARYCASE STUDY: LLS LIGHT THE NIGHT EVENT

Like most charities, The Leukemia and Lymphoma Society relies heavily on national fundraising campaigns for donations. And also like many of its counterparts, LLS’ fundraising campaigns developed independently of the parent brand, each with its own visual identity, communications and budget. The result, years later, was a confusing array of triathlons, walks, penny drives and even regattas, none of which communicated the values of the parent brand’s new identity.

Nearly one year after the launch and success of LLS’ “Someday Is Today” campaign, which positioned LLS as the cause that gives supporters maximum impact in the fight against blood cancers, Interplanetary was asked to align LLS’ Light the Night Walk outreach with LLS communication. We started with a simple insight – that unlike endurance events, Light The Night (a short

distance walk open to everyone) was a fun, easy way for anyone to have an impact in the fight against cancer. A television PSA was developed using the balloon theme to promote local events, invite people to sign up, and capture the walk’s unique spirit. Over time, the campaign expanded to brand posters, chapter collateral, T-shirts and group signage, and was featured on the homepage of the LLS website. The campaign’s visual elements incorporated the LLS blood drop and the “Someday Is Today” tagline, yet built an identity of Light the Night as an LLS sub-brand.

Results were highly positive. One year into the campaign, Light the Night became LLS’ fastest growing and most profitable event.


WE’RETAKING STEPS TOMAKESOMEDAYTODAY

WE’RETAKING STEPS TOSAVE LIVES


SOCIAL MEDIA ADS

EMAIL

DIGITAL/SOCIAL/MOBILE PLUS MULTIMEDIA & PSA FUNDRAISING PACKAGE

LIGHT THE NIGHTThe Challenge:The Leukemia & Lymphoma Society’s “Light The Night Walk” is a unique fundraising event that is conducted nationally throughout the year, but in many markets is particularly visible prior to and during the Q4 giving season. In 2014, LLS asked Interplanetary to better integrate Light The Night events with LLS’ highly successful “Someday Is Today” brand campaign, in hopes of giving it greater association with the parent brand and higher visibility.

What We Did:Interplanetary’s re-design for Light The Night included a Television PSA, new posters and signage, local announcements, collateral (including T-shirts) – even a landing page, email blasts and social media. Bold elements of the “Someday Is Today” branding were incorporated into communications, thereby creating synergy between LLS and the event. Still, the advertising preserved the elements that made Light The Night unique – its signature balloons which marked cancer survivorship or memorialized lost loved ones, and the uniquely “open” nature of the event, which allowed ANYONE – young, old, able-bodied or disabled, to have an impact in the fight against blood cancers.

Results:By the end of 2014 Light The Night became LLS’ most successful fundraising initiative, with both participation and average donations reaching record amounts. And the Light The Night PSA is still in rotation.

BRUCE LEE, Chief Creative PartnerBruce is a writer, first and last. In between he has been Creative Director, Executive Creative Director and Chief Creative Officer for 30+ years at Ogilvy, Leo Burnett, Ammirati & Puris, Scali McCabe Sloves, Grey and Wunderman. During his 11 years as North American Creative Director, OgilvyOne became not only the business growth engine of Ogilvy & Mather, but the world’s most awarded digital/direct agency. Bruce’s work has appeared in Communication Arts, Graphis Advertising Annual, Graphis Top 10 in Advertising, Print and The 100 Greatest Corporate Ads in America. At Interplanetary, Bruce gets to create as well as creative direct.

THE PEOPLE WHO’LL HELP YOU GROW YOUR BUSINESS.

Interplanetary’s founders are an experienced, all-star team. We’ve led

agencies, divisions, departments, judged industry award shows, run creative

and marketing seminars. We’re hands on, to say the least. For our clients

that means we not only lead the work. We actually create it. That’s the way

we’re wired. We love making beautiful things that get results.

JILL MCCLABB, Creative PartnerIf there is such a person as the perfectly integrated Creative Director, it is Jill. Not only is she an admired Art Director and Designer, Jill’s work across brand and digital/direct marketing demonstrates how to gracefully reconcile their different goals. Jill has shown her chops as Group Creative Director at three major agencies, managing large client relationships with a firm hand on the wheel and her patented get-it-done calm. Jill’s breadth of category experience includes telecom, technology, financial services, nonprofit. She has worked at Ogilvy, Wunderman, Ammirati & Puris, Wells Rich Greene and Lord Geller Federico Einstein.

JOE DESSI, Managing PartnerJoe drives growth. He has done it over 25+ years for clients like Microsoft, eBay, Oracle, AT&T, TD Ameritrade, Bank of America and New York Life. Joe polished his marketing, management and media skills at agencies such as Ogilvy and McCann, and learned to speak “fluent client” when he worked on the client side at The Gap, KPMG and Verizon. There is nothing he likes better than planning and launching campaigns for clients in complex, competitive categories, and then living by the daily numbers.

CHRIS PARKER, Creative PartnerOver the last 30+ years Chris has been engaged as Designer, Art Director, Writer and Creative Director to invent or reinvent brands across all manner of industries and media. A pragmatic conceptualist, Chris has been the mind behind some of the most arresting work of agencies such as Ammirati & Puris, BBDO, Chiat Day, Hal Riney, Ogilvy, Rubin Postaer and Wieden & Kennedy. Unconfined by traditional agency structure and thinking, Chris explores one-of-a-kind ideas and unexpected ways of positioning brands and selling products.

ANDY SEMONS, Strategic Planning PartnerAndy’s passion: To discover the resonant insight that inspires brand-building creativity. Marrying a keen understanding of consumer behavior with a strong knowledge of data, analytics and accountability, Andy finds new opportunities for creativity across a broad array of categories — from healthcare to financial services, governments to nonprofits. Andy’s leadership goes beyond major agencies like Ogilvy and DDB to include digital/direct CRM specialists like Wunderman and PR/public policy experts like Shandwick and Bozell Sawyer Miller.

JOAN WINKLER, FounderJoan (Joni) has over 25 years of marketing communications experi-ence covering campaign strategy and execution for health/medical, consumer, travel and business-to-business clients. Her cumulative experience in counseling, strategizing and managing marketing communications programs for PR and Advertising agencies, Fortune 500 clients and nonprofit organizations has provided her the perfect foundation for creating a company like Boom Broadcast. In her role as partner, Joni draws on her experience to deliver a level of service to clients that reflects an unyielding respect for their mission and communications objectives.

BOOM BROADCAST & MEDIA RELATIONSLEVERAGING DONATED (FREE) MEDIA FOR TV AND RADIOIn terms of reach and return on investment, there is no tactic that rivals a Public Service Announcement. PSAs air during commercial time, on radio and television in all markets. Typically, they are running in “donated” airtime. While stations are no longer required by law to allocate a certain amount of time to PSAs, most stations welcome PSAs that serve their specific audiences. PSAs must serve the public with educational or informative content, and highly desirable topics for PSAs are education, environment, health and safety.

Their clients include nationally known charitable brands and Fortune 500 companies that have created advocacy partnerships with organizations that are doing work that is changing the world. Interplanetary and Boom worked hand-in-hand to maxi-mize donated media for The Leukemia & Lymphoma Society’s Someday is Today campaign.

Boom will develop recommendations, considerations and build out timelines for getting your PSAs on air in TV and Radio. They will ensure that spots provided are in the preferred delivery method or formats so the odds of getting on air are in your favor. Boom utilizes the most updated usage data from Nielsen, Arbitron and Compete to provide detailed audience and viewership information. Not only will they report on the number of airings, markets, stations and ad values, but will provide breakouts for each version or spot and select demographics for your campaign.

OUR NONPROFIT EXPERIENCE

Alliance for Cancer Gene Therapy

American Red Cross

Amnesty International (UK)

Central Park Conservancy

City of Hope

Damon Runyon Cancer Research Foundation

Math For America

NYC Board of Education

NYCArts.org

Oxfam (UK)

Partnership for a Drug-Free America

PBS / KQED San Francisco

PBS / WNET New York

Royal Society for the Prevention of Cruelty to Animals (UK)

Schools That Can

Sierra Club

Smile Train

Special Olympics

Teach for America

The Leukemia & Lymphoma Society

The Metropolitan Opera

The Museum of Modern Art

Women’s Legal Defense Fund

YMCA New York

JULIA LIU , VP SolutionsJulia Liu has nearly 10 years of experience in broadcast media relations. She is personally vested in the success of every single one of Boom’s projects. She even gets giddy when she hears one of our public service announcements on TV or radio. Julia is someone whom clients rely on to get things done right and quickly.

P A R T N E R S

Contact Joe Dessi, Managing Partner at 212-488-4780 or [email protected]

175 Varick Street, 6th floor, NY, NY 10014

you’ve never had a q4 like this. · pdf filedynamic landing page design. ... in addition...

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