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World Vision 30 Hour Famine Agency Search Proposal Presentation

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World Vision 30 Hour Famine Agency Search Proposal Presentation – PowerPoint PPT presentation

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Title: World Vision 30 Hour Famine Agency Search Proposal Presentation


1
World Vision 30 Hour FamineAgency Search
Proposal Presentation
2
  • The trouble with our times is that the future is
    not what it used to be.
  • Paul Valery, French Poet

3
Introduction
4
Introduction
  • Never before in history has innovation offered
    promise of so much to so many in so short a time.
  • Bill Gates

5
Introduction
  • We are Blue North Glitteration.
  • An unequaled partnership for 30 Hour Famine.
  • We are passionate about this brand. Fervent about
    the potential of Americas youth and what they
    can achieve. Excited about the future of the 30
    Hour Famine.
  • Our partnership represents a commitment to
    providing the best team and the most compelling
    solutions for the 30 Hour Famine mission.

6
Introduction
  • Our vision is to be an innovative partner to the
    30 Hour Famine teaman agency collaborator who
    manages your Marketing Communications with
    leadership, ingenuity and integrity.

7
Introduction
  • Our goal is to grow the 30 Hour Famine, both in
    number of groups fulfilled and in gross donor
    revenue, while impacting the number of child
    sponsorships in the Church.

8
Introduction
  • Our plan is to do it as efficiently as possible.
    To be smarter and more effective with every
    opportunity, every communication touch-point. To
    generate more brand interactions, at a lower cost.

9
Introduction
  • The team presenting to you today is Cam
    Shapansky, Partner of Blue North, and Jeff Roach,
    President Creative Director of Glitteration.
  • A little bit about us

10
Introduction Blue North
11
Introduction Blue North
  • Cam Shapansky is a personalized communications
    pioneer and has been a leading consultant, writer
    and speaker in North America and abroad since the
    early 1990s.
  • Other key Blue North team members
  • Heather Martin Senior Account Leader
  • Gail Black Account Manager
  • Account Coordinator TBD
  • The studio and support team

12
Introduction Blue North
  • White Page MarketingTM means that every single
    document starts out as a white page and is
    assembled according to the unique requirements of
    every single donor.

13
Introduction Blue North
  • Blue North applies White Page Marketing in
    Social Sector Communications and has an
    extensive track record of results through
    innovation with Not for Profits across North
    America .
  • We work with a number of faith-based
    organizations and readily understand how to reach
    church and Christians. Some of our Social Sector
    Communications clients include
  • World Vision (US, Canada, International)
  • Tyndale Bible College
  • EMF Broadcasting (K-Love, Air 1)
  • Living Water International
  • Mennonite Central Committee
  • Evangelical Foundation of Canada

14
Introduction Blue North
  • We have worked with World Vision for more than
    five years.
  • Weve been around long enough to know the
    organization well, but are still new enough to
    bring fresh thinking to existing challenges
  • Weve worked with World Vision in
  • Major Donor Marketing
  • Sponsorship Retention
  • Sponsor Cultivation (referral campaign)
  • Program Development
  • Stewardship
  • Volunteer Engagement

15
Introduction Blue North
  • Our work in Social Sector Offering includes
  • Communications Re-engineering
  • Marketing Communications Strategy
  • Integrated Fundraising (mass/mid/major/mega)
  • Program Development
  • Data Analytics
  • Stewardship and Reporting

16
(No Transcript)
17
WAWI World Vision US
18
Volunteer Engagement World Vision Canada
19
Congo World Vision US
20
Conrad Grebel Logo
21
Annual Fund Appeal University of Waterloo
(Conrad Grebel College)
22
(No Transcript)
23
McKesson Incentive Acquisition Program
24
Introduction Glitteration
25
Introduction Glitteration
  • Jeff Roach is one of North Americas leading
    marketing communications innovators and youth
    marketing experts
  • Strategic planner behind major consumer marketing
    campaigns for BlackBerry, Bubblicious, Coors,
    Energizer, FUJIFILM, Mattel, Microsoft, MINI,
    MTV, Nokia, Procter Gamble, PUMA, Sony, Ubisoft
    and Zune
  • Specialist in advertising innovation and
    non-traditional marketing managing integrated
    campaigns in Experiential events and promotions,
    Lifestyle marketing and new Digital brand
    engagements such as social media, viral video,
    word-of-mouth marketing and online applications
  • CD and copywriter with a focus on singular,
    powerful brand connections

26
Introduction Glitteration
  • Formed by a combination of the words Glitterati
    Generation, a reference to the new consumer as
    the most empowered in history, Glitteration is a
    Marketing Innovation agency with a focus on
    ingenuity and new methods in advertising and
    marketing communications.
  • We integrate new tactics with clever creative to
    drive results for clients in todays consumer-led
    economy with a focus on innovation in Creative,
    Strategic Planning and Tactics.

27
Introduction Glitteration
  • Our solutions leverage integrated tactics across
    three macro disciplines
  • Digital/Interactive
  • Advertising Communications
  • Lifestyle Experiential

28
Introduction Glitteration
  • Glitterations Practice Areas consist of a number
    of execution fields where Glitteration takes a
    leadership stake. In these six areas,
    Glitteration works to be the most inventive,
    progressive and cost-effective provider in the
    industry
  • Brand MarCom Strategy
  • Design Communications
  • Streetcraft
  • Brandcasting
  • Online Advertising
  • Student/Campus Marketing

29
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30
Coming Zune website featuring Coming Zune Parties
31
Coming Zune Parties website featuring photo,
video and music gallery content
32
Coming Zune flyer
33
Sampling trial intercepts at launch event
Retail launch event in partnership with Best Buy
34
Brand experience at music influencer event
Live brand installation featuring Zune Originals
artist, Ndeur
35
(No Transcript)
36
FUJIFILM TV 30s spot
37
Teaser print ad
38
ROXY contest promotion ad
39
Display banner ads
40
Z10 Website
41
Zgirl contest promotion to find the next ROXY girl
42
(No Transcript)
43
Scratch-and-win online promo card
44
Street promotion instant win
10 city national tour distributed 300,000 online
promo cards
45
Celebrity seeding Lo Bosworth of The Hills
Celebrity seeding Shannon Elizabeth
46
Website
47
Play your card to win
48
Online product trial
49
Celebrity seeding program Look whos playing
APPLES to APPLES
50
The Social Landscape
51
THE NEW (SOCIAL) REALITY
  • The Next Advertising

52
  • Profound and powerful forces are remaking our
    world. And the urgent question of our time is
    whether we can make change our friend and not our
    enemy.
  • Bill Clinton

53
THE NEW (SOCIAL) REALITY
  • The New (Social) Reality is a look at how
    consumers have changed in the last 20 years and
    the profound impact that the Internet,
    technology, and demographic shifts have had on
    society and culture at large, and how that has
    changed the advertising and marketing
    communications landscape forever
  • Its a new world for any brand looking to connect
    and engage with peopleand the time-tested
    methods, practices, and processes that worked for
    marketers for the past 75 years has been forever
    shaken by the change in the last 10

54
DEMOGRAPHICS
  • Lets start with a look at demographics

55
DEMOGRAPHICS
  • Lets start with a look at demographics
  • The 1034 year old group divides into four equal
    five-year cohorts
  • Age Population Percent
  • 1014 20,528,072 7.3
  • 1519 20,219,890 7.2
  • 2024 18,964,001 6.7
  • 2529 19,381,336 6.9
  • 3034 20,510,388 7.3
  • 99,603,687 35.4

56
  • Today, communication itself is the problem. We
    have become the worlds first over-communicated
    society. Each year we send more and receive less.
  • Al Ries

57
Objectives
58
Objectives
  • 30 Hour Famine have flat lined and there is a
    strong desire to inject new life into the
    program, the goals are
  • To increase involvement to 20,000 groups (from
    15,000 groups in 2008)
  • To increase fulfillment to the 70-75 range (from
    50-55)
  • To increase on-ramps to greater church
    involvement (specifically leveraging the 30 Hour
    Famine to acquire new child sponsorship)
  • To integrate interactive technologies into
    acquisition, cultivation and resource
    distribution
  • To increase the overall yield to ministry

59
Getting there
  • We are asking for an aggressive, innovative,
    results-oriented, yet patient approach. We will
    follow this process
  • We start with Data Research and Intelligence
  • Then we build a foundation technical,
    philosophical and programmatic
  • Finally, we work towards intentional program
    improvement (test and learn is key) focus will
    be on the efficiency and effectiveness fronts
  • Our process (up-front Analysis) will help us lock
    down tangible and measurable targets and
    timeframe.

60
  • Warning!
  • In this presentation we will show a variety of
    creative concepts.
  • These are NOT intended to be final creative
    recommendations, rather they are aids to help you
    visualize some of the concepts we are presenting.
  • At the end of this WE WIL BE MAD if you say We
    loved your ideas but your Creative wasnt quite
    bang on.
  • The Creative process has yet to begin . . .

61
StrategyKey Recommendations
62
Strategy
  • If all you ever do is all youve ever done then
    all youll ever get is all you ever got.
  • Old Texas Saying

63
Imagineits March 2012
  • Over 20,000 churches participated in Famine last
    year and this year we are targeting 25,000
  • Famine has become a entry ramp to broader church
    engagement and has therefore dramatically
    increased Sponsorship numbers
  • Annual mail volumes have dramatically dropped and
    now money is being invested in developing new
    streams of electronic communications that engage
    new churches and keep ongoing relationships and
    real all-year long
  • Web social networking utilities have helped
    Famine grow from being a weekend a year for
    youth into being an ongoing community of Youth
    concerned about Global Poverty and using that
    issue to grow their own Youth groups
  • People no longer have to go to the Famine site,
    or respond to a mail piece to learn about
    itFamine is where they are at and part of the
    American Christian Youth scene
  • Some of the known personalities that Youth look
    up to are now active advocates of the Famine
    movement

64
Strategy
  • The Strategy is critical. We know that we have
    vigorous objectives and tough challenges ahead.
    In response, we developed The 6 Tenets of Famine
    Strategy
  • 1. Leverage the Base
  • 2. Acquire More Leads
  • 3. Improve Activation
  • 4. Create Community
  • 5. Sell Sponsorship
  • 6. Optimize the Spend

65
1. Leverage the BaseTurn supporters into
advocates. Advocates into promoters. Leverage the
Base of committed group leaders to go beyond the
renewal. Build a sense of community and
purpose. Renew more groups, use them to find
others,and renew them at a lower cost.
66
Strategy 1. Leverage the Base
  • We want to build a dialogue and ongoing
    relationship to support existing churches/youth
    pastors who participate in Famine year-over-year.
  • The 70-75 of renewal churches/groups are our
    base and we want to first look at this group and
    to treat them like our VIPs. To look to them for
    leadership and growth and to not only ask them to
    renew, but to step-up what they do for Famine, to
    support 30 Hour Famine with a renewed focus and
    passion.
  • In doing so, we will build deeper relationships
    with the church and have a greater return on the
    investment

67
Strategy 1. Leverage the Base
  • We will Leverage the Base by first assuming
    renewal in our communications. No, were not
    getting cocky, but we are going to understand
    that our recent Famine participants are different
    than net new acquisitions and they can be
    communicated to differently.
  • Lets expect more out of them. Ask them to give
    more to the 30 Hour Famine. We need our base to
    work for us and to join in a grassroots movement
    to help Famine.

68
Strategy 1. Leverage the Base
  • This will result in a distinct communications
    stream for those who have participated in Famine
    versus those who havent. This will be part of a
    larger eCRM strategy to utilize our database of
    Famine participants for future growth. We will
  • Ask youth leaders to refer other potential youth
    leaders
  • Ask youth leaders to make a commitment to better
    their previous years donation goals by 10
  • Encourage youth leaders to join new 30 Hour
    Famine community tools and invite others to join
  • Mark a 20 donation for every participant who
    opts-in to email

69
Strategy 1. Leverage the Base
  • As part of the Leverage the Base Strategy, we
    wish to create a ongoing correspondence program
    to churches throughout the year, keeping Famine
    top of mind
  • Solicit participation through various channels
    (web, dm)
  • Support fundraising activity and event planning
    (email, web)
  • Encourage/assist/remind fulfillment (email,
    phone)
  • Affirm and appreciate participation and
    fulfillment (email, phone)
  • Report back on national achievement (newsletter,
    electronic or print)
  • Seek feedback (survey)
  • Communicate regularly
  • Identify and cultivate program enthusiasts

70
Strategy 1. Leverage the Base
  • This Strategy begins with data analytics
    BluePrinting exercise that will help to
    segment, cluster, and pull new insights out of
    the existing file. Using previous behaviors,
    affinities and demographic data we will develop a
    more relevant communications stream for our
    friendly faces.
  • Our goal is to shift this group away from paper
    and towards direct email, mobile marketing, and
    social media communications to talk to an
    increasingly engaged community of Famine
    supporters.
  • Hallmarks of the plan
  • Reduce number of mailings
  • Encourage online community growth
  • Allow a greater budget to be allocated to
    acquisition
  • Spark viral marketing

71
Direct mail postcard front
72
Direct mail postcard back
73
2. Acquire More Leads Understand the barriers
to 30 Hour Famine and leverage the insights to
develop new communications messages and new
technology to engage potential participants ,
increase sign-ups andgrow acquisition.
74
Strategy 2. Acquire More
  • We recommend starting with research to better
    understand some of the key barriers to
    participation .
  • Qualitative or panel research would allow us to
    examine the whats and whys of non interest or
    participation.
  • We will seek to answer questions like
  • What key segments exist within churches who dont
    participate?
  • Which group is most likely to participate once a
    barrier is removed?
  • What messaging will cut through and make an
    impact?

75
Strategy 2. Acquire More
  • New tactics would be considered to Acquire more
    participants. A text SMS call-to-action would be
    introduced in year one as a radical new way to
    engage youth leaders.
  • Now, to sign-up, text 30 to FAMINE.
  • Theres no needing to remember the URL and go to
    a webpage later
  • The first step is immediate with a text message
    back to the user with a link to a mobile website
    and a simple, five field form that captures the
    information for sign-up

76
Strategy 2. Acquire More
  • Other recommended Acquisition Strategies for
    testing in year one
  • Gather data during acquisition phase that can be
    leveraged during acquisition phase
  • Test to The Youth Leader at churches instead of
    using rented names databases and testing results
  • Build greater presence at Youth Leader
    conferences
  • Strategic website display banner ad placements
    offering direct sign-ups within display ads
  • Automate the pipeline (emails, cell phone
    numbers, etc. result in auto-responses and timed
    pipeline management)

77
Display ad banner on YourWorker.com
78
allows for immediate interaction and 30 Hour
Famine Sign-up
79
3. Improve ActivationSign up more groups but
focus on fulfillment. With smart follow-up,
increased digital communications and consistent
engagement we will move the needle on completion
rates.
80
Strategy 3. Improve Activation
  • Our BluePrinting process will help us understand
    those who follow through, become enthusiastic
    advocates, and those who simply fall away. We
    will then use our insights to cluster and segment
    prospects and use available data to deliver
    relevant, high impact, personalized messages.
  • We will
  • Move to a more personalized Direct Marketing
    treatment with customized messaging to address
    the key issues and test effectiveness

81
Strategy 3. Improve Activation
  • During the Acquisition phase we will seek a few
    key data points that show us where the respondent
    is at. We will then use this information as a
    poignant reminder during the Activation phase
  • Can we
  • Ask questions that point us to the Youth Leaders
    concerns and motivation?
  • Move the Youth Leader to action by reminding them
    why they were interested in the first place?

82
Strategy 3. Improve Activation
  • We want to narrow the focus and go deeper rather
    than broad.
  • Our goal is to
  • From Acquisition on through to we will use data
    and research to refine our understanding, pin
    point our communications and speak in a more
    meaningful way to a more select audience
  • Speak to participants and prospects in the medium
    that is most comfortable and meaningful to them.
    By doing this we believe we will reduce print and
    mail volume and increase results

83
4. Create CommunityDevelop a sense of
community. Connect people together with Web 2.0
tools and provide the opportunity for connections
between people. Promote the Famine as an online
grassroots movement.
84
Strategy 4. Create Community
  • We have a great opportunity online where we can
    grow the 30 Hour Famine as an online grassroots
    movement, connecting youth across America with
    their groups toward a common goal.
  • The Shift is to move away from the website as the
    (only) online destination and to encourage brand
    engagement in many, existing digital channels.
  • We will create the assets and the places that
    will provide youth with the tools they need to
    communicate the movement.

85
Strategy 4. Create Community
  • The brand should extend across Web 2.0 channels
    and utilize the tools consumers are using
  • Facebook Fan Profile (new), Facebook app
  • iPhone/iTouch app
  • Twitter
  • YouTube
  • Flickr
  • MySpace
  • Bebo
  • RSS
  • Blogger/WordPress
  • Google

86
Strategy 4. Create Community
  • In year one, we recommend the implementation of a
    Facebook app and iPhone/iTouch app.
  • These apps will facilitate donor collecting,
    actually allowing users to send donor request
    messages directly to their Address Book and
    Facebook Friends contacts and including
    donate-now call-to-action buttons linking to
    multiple transaction engines including PayPal,
    Spare Change and Google Checkout (iTunes
    one-click Apple takes 30).
  • But beyond donations, the apps will communicate
    Famine results, integrate photos and tweets, and
    link individuals to groups.

87
iPhone app personalized to the user and group
88
iPhone app feed integrating Facebook, Twitter and
RSS
89
iPhone app Message integrating Facebook and
Address Book for donation requests
90
The 30 Hour Famine Facebook app allows users to
share their groups, request a donation, and
publicize their events
91
Strategy 4. Create Community
  • Another recommendation is to create the 30HF
    Ambassador program. A 30HF Ambassador in year one
    will be one of 30 different aspirational
    personalities who will have a video posted on a
    community website, 30HF.org. 30HF.org will
    feature videos from Christian youth
    personalities.
  • The 30HF Ambassadors would include youth pastors,
    action sports athletes, DJs, visual artists and
    music artists. Examples include Christian pro
    skateboarder Brian Sumner, MXPX bassist Mike
    Herrera, pro surfer Matt Beacham, and pro
    snowboarder Simon Chamberlain.

92
Strategy 4. Create Community
  • The 30, 30HF Ambassadors would be profiled on
    short videos online. Shot on a white background
    and presented in a video montage, the 30HF
    Ambassadors will be given a voice to making
    statements about what 30 Hour Famine means to
    them.
  • It brought me closer to God.
  • It brought our youth group together.
  • I made an impact on a childs life.

93
Strategy 4. Create Community
  • The program will build and the 30 HF Ambassador
    program would open up to anyone who wishes to
    become an ambassador, post a video, and let their
    story be heard.
  • To develop Community further, and to build the 30
    HF Ambassador program, a national tour would be
    executed with two 30 Hour Famine youth group
    reps. These reps would travel to 12 different
    cities in year one to with a portable video
    studio, capturing peoples stories about 30 Hour
    Famine and populating the 30 HF Ambassador
    website.
  • Meeting youth pastors and churches and
    encouraging child sopnsorship everywhere would be
    part of the mandate.

94
Strategy 4. Create Community
  • Another concept for encouraging community would
    be to introduce one Famine weekend as a Twitter
    Weekend.
  • Tweets would be integrated into Facebook and
    iPhone/iTouch apps and 30 Hour Famine websites
    for just one weekend, asking all participants to
    Twitter about their experience so that they can
    connect and learn with others together. The
    real-time updates from thousands would make a
    strong PR story and an interesting website
    platform.
  • A future, year three goal would be to produce the
    30 Hour Famine Festival in 2-3 markets nationally
    to take a Famine weekend to a (much) larger
    audience.

95
5. Promote SponsorshipPromote Sponsorship at
every opportunity. Encourage famine participants
to sponsor a child and to promote sponsorship in
their churches and their community. Leverage
every touch point for sponsorship.
96
Strategy 5. Promote Sponsorship
  • Raising single gifts through Famine is important.
    In addition to the immediate revenue, it brings
    in a new pipeline of donors to be cultivated and
    converted to sponsors.
  • However, the lifetime value of a single gift
    Famine donor is significantly increased when we
    sell sponsorship. Famine becomes an
    organizational tool to better engage with
    churches if we can sell child sponsorship.
  • We believe that the REAL sponsorship opportunity
    will spring from Youth engaging their broader
    congregations

97
Strategy 5. Promote Sponsorship
  • A key activity on Famine weekend will be
    developing a guerilla campaign to engage the
    church. The idea is to make the planning of a
    Famine Sponsorship Sunday a fun part of the
    Famine experience.
  • This may include
  • Developing a three week campaign that starts in
    week one with slapping stickers on the backs on
    congregants and ends with a skit in front of the
    church
  • Linking a Block sponsorship opportunity with
    Famine
  • A specific reward/incentive program for
    sponsorship

98
6. Optimize the SpendIncrease the Famine ROI
with consistent focus on the The 6 Tenets of
Famine Strategy. Use technology and innovation to
to be more effective and efficient, ensuring
every dollar is well-spent.
99
Strategy 6. Optimize the Spend
  • We need to Optimize the Spend with innovation and
    clever Strategy. We can make retention and
    acquisition more effective so we can reduce our
    reliance on mail.
  • Acquire leads through alternative channels
    online display banners, conferences, and social
    media
  • Spend more time, effort and money on
    understanding existing donors and prospects in
    order to reduce the mail volume without
    jeopardizing revenue
  • Create a Famine movement that will build and
    spread under its own momentum

100
Strategy 6. Optimize the Spend
  • Our goal is to reduce spending in areas that are
    not generating return and refocus those funds on
    tools and programs that will have fresh
    incremental impact on results
  • Cull the mailing list
  • Increase personalization
  • Increase electronic communications
  • Build a web 2.0 infrastructure

101
Tactics
102
Tactics
  • Innovation distinguishes between a
  • leader and a follower.
  • Steve Jobs

103
Tactics Three Year Plan
  • We believe we have some ideas that will help get
    Famine to the next level. We also know it all
    cant be done in the first year. Weve put
    together a year one MarCom Plan but would
    envision the process looking like this
  • Review our thoughts and ideas with WV team
  • Determine objectives and a vision for where well
    be in three years
  • Establish a budget for year one
  • Map out prioritized initiatives over year one and
    prioritize other initiatives for subsequent years
  • Move forward with year one, measuring success and
    testing along the way to help shape the details
    for years two and three

104
Tactics 1. Personalized Direct Marketing
  • Develop multi-touch Direct Marketing programs
    that focus on prospect and participant interests
    and affinities
  • These programs will integrate mail, email, viral
    tools, as well as local events and connections
  • Touching prospects in many different ways
    (surround sound) with consistent and relevant
    messages will increase response and engagement
  • Shift focus from cost per piece to cost per
    participant

105
Tactics 2. Digital/Interactive
  • In year one, we would focus on four major
    projects
  • 1. Website
  • 2. Facebook
  • 3. iPhone/iTouch App
  • 4. Web 2.0 Propagation
  • These programs would be seamlessly integrated
    with a focus on donor transactions across a macro
    Digital Strategy.

106
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107
Tactics 2. Digital/Interactive
  • 1. Website
  • Update the website to integrate and promote 30
    Hour Famine Web 2.0 tools iPhone/iTouch app,
    Facebook, Twitter, RSS, videos on YouTube,
    propagation assets, etc.
  • Add 30HF.org 30 HF Ambassadors micro-site,
    integrated with 30HourFamine.org with YouTube
    channel and Facebook Fan Profile (new
    opportunity)
  • Make a clear call-to-action for group leaders
    large SIGN UP NOW buttons balances Login/Create
    an Account functionality

108
Tactics 2. Digital/Interactive
  • 2. Facebook
  • Create a Facebook Fan Profile (just launched this
    week) for 30 Hour Famine and message to all users
    already engaged with 30 Hour Famine with Facebook
    Engagement ads (news feed ads)
  • Develop a Facebook app and promote on the Fan
    Profile the app has two functions 1. source
    donations with direct transactions and 2. acts
    as a dashboard for managing individual community
    (RSS feeds, Twitter Tweets, donation goals, etc.)
  • Execute Facebook Engagement ads targeting youth
    pastors/youth leaders and churched youth

109
Tactics 2. Digital/Interactive
  • 3. iPhone/iTouch App
  • The iPhone/iTouch would have similar
    functionality to the Facebook app but with some
    unique iPhone features such as Address Book, Maps
    and iCal integration
  • The app would be free available on the iTunes
    store a pay app is not recommended due to the
    30 fee taken by Apple
  • In year two, other platforms would be considered
    including BlackBerry (app platform is expected
    this year) and Sidekick

110
Tactics 2. Digital/Interactive
  • 4. Web 2.0 Propagation
  • Create online assets for Propagation, posted and
    linked in throughout our various digital touch
    points this will include banners, buttons,
    profile pics, and videos
  • Social Media Optimization throughout many Web 2.0
    channels including Wikipedia, YouTube, BeBo,
    MySpace, Flickr, Twitter and then ask users
    everywhere to become our digital brand advocates
  • Data and content management function required to
    continually push and direct content and viral
    communications

111
Tactics 3. Mobile
  • In year one we would execute a Mobile trial in an
    effort to capture key prospect database
    information faster that would lead into direct
    email, allowing us to reduce our reliance on
    direct mail and acquire data at a lower cost.
  • Secure a vanity short code for six months such as
    FAMINE
  • Youth leaders would text 30 to FAMINE (a Mobile
    Originated message)
  • They would receive back a message with brief text
    and a single SIGN-UP NOW button (a Mobile
    Terminated message)

112
Tactics 3. Mobile
  • The button would link them to a basic, text-based
    (XHTML) .mobi website that would load in their
    cell phone or smartphone browser
  • A short form would capture their key information
    including Name, Title/Position, Church, Email and
    opt-in
  • This form would act as the sign-up and email
    would confirm their involvement and communicate
    when they will be receiving their Famine kit and
    any next steps

113
Tactics 4. Experiential
  • As a key tactic part of the Create Community
    Strategy, we would execute a national
    experiential event tour. The tour would be
    low-cost, designed to increase one-to-one
    interactions with youth leaders and to capture
    video content for the 30HF Ambassador website.
  • Two guys, one van. experiential tour keeps
    costs low but can still allow for good production
    and intercept quality
  • Two reps are aspirational to youth pastors and
    can relate to youth pastors, possibly former
    youth pastors or seminary students

114
Tactics 4. Experiential
  • Mobile video production studio with MacBook, HD
    cameras and white studio background and lights
    for on-site production at churches
  • They meet with youth pastors, arranged ahead of
    time and do video interviews, discuss 30 Hour
    Famine, and present to churches during Sunday
    services
  • Child sponsorship is a message promoted
    everywhere, only secondary to the 30 Hour Famine
    engagement key communication
  • Branded 30 Hour Famine van

115
Tactics 4. Experiential
  • 10 national stops would include some major cities
    but mostly towns and other communities
  • A video blog of the tour would be integrated into
    the Digital properties
  • Professional produced video content featuring
    interviews from pastors, youth pastors, youth
    leaders and youth would populate the 30HF
    Ambassador website
  • Stickers, promo cards and other collateral would
    be distributed by the 30HF Ambassador team

116
Tactics 6. Support Material
  • Our plan is to utilize what is working and
    eventually build/rebuild the pieces and programs
    that are required to create a holistic and
    effective program
  • Church sponsorship and engagement material will
    need to be created
  • Existing material will be leveraged or modified
    to fit with program
  • Reps need church toolkitFamine is a key spoke in
    the wheel

117
Summary
118
Summary
  • We serve God by serving others. In our
    self-serving culture with its me-first mentality,
    acting like a servant is not a popular concept.
  • Rick Warren

119
Next Steps
  • If it were up to us to make the decision wed see
    it unfold something like this
  • Select the Blue North/Glitteration team ?
  • Undertake research to ground our efforts and help
    set our plan
  • Begin a BluePrinting exercise to gain a deeper
    understanding of previous and existing
    participants
  • Develop a branding and creative framework
  • Create a three year plan with a formalized plan
    for year one along with success metrics and a
    testing plan

120
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