NATASHA ZOLLER BROOKE Mc GREGOR OLIVER BEST ELIJAH

NATASHA ZOLLER BROOKE Mc. GREGOR OLIVER BEST ELIJAH GIBSON CAMPBELL Mac. MAHON

BACKGROUND & OVERVIEW LAUNCHED IN 1988 as ‘Abused Child Trust’ § To help repair children damaged by abuse or neglect through art therapy § As of 2015 1, 771 children were helped in Brisbane greater region alone § Renamed in 2008 to ACT for Kids § Monster crayons released in 2016 to help in gaining funds to go directly back to helping children in need § 2014 -15 raised over 20 million, 3 million, more than the previous financial year. § 81% of revenue to go straight back into the trust

ADVERTISING PROBLEM ■Over 70% of ACT for kids 20 million dollar revenue in 2015 was gained through government grants. The current challenge is to increases in sales revenue made through brand awareness, marketing and sales of Monster crayons. Little utilisation of sponsorships for events and fundraising

Opportunities Increase advertising Drive brand awareness Educate target market on the charity Increase coverage of brand message Increase donations Increase investments in therapy Help more children

Advertising Objectives 1. Create an awareness amongst the target audience for Monster Crayons 2. Inform prospective purchasers about the benefits to buying Monster Crayons 3. Drive sales for crayons

Target Market § ACT FOR KIDS targets parents and children (who have/are experienced/ing domestic abuse) § In 2016 Act 4 Kids helps 1700 kids and 780 adults in Brisbane alone § COLOUR 4 KIDS targets parents through their children - PESTER POWER 40. 7% of children decide what toys they want and a further 35. 5% help their parent with toy purchasing decisions. Creativity gives children the ability to develop cognitive and physical skills as well as opportunities for self-expression.

■Boys and Girls ■Aged 3 -12 years ■Live at home with parent/s ■May or may not have siblings ■Attend Primary school ■Living in the Brisbane area (50 km of CBD) ■Have a number of friends at school who they love seeing outside of school as well. ■Enjoy drawing - great method to express feelings WHO IS THE TARGET MARKET CHILD ■Have the power to get something from mum/dad if they really want it ■Do not like fighting or confrontation

■Typically females ■Aged 25 -54 ■Child under 12 years living at home ■Not working ■Want the best of their children ■Married with a full-time working husband ■Have a low-middle socioeconomic status ■Spending time with like minded parents and children WHO IS THE TARGET MARKET PARENT ■Have a close group of fellow mother friends ■More likely to give to charities who they have a personal connection. ■Are willing to put the needs of their children before their own

My name is Albert. I’m 8 years old. I live at home with my mummy and daddy. I love going to school everyday because I always learning new things. Art and drawing is my favourite class in school. There is so many different colours. My name is Caroline. I’m 34 years old and a stay-athome mum. . My days are filled with looking after my 4 year old daughter Melissa. I like going shopping with mummy because she always lets me get sometime special (eg: chocolate, small toy). I stopped working when she was born, but look forward to going back to the workforce when she goes to school. It’s so awesome when I can see my friends outside of school time. We have so much fun playing together. I often socialise with other fellow non-working mothers, attending events for our children together. I don’t let that daddy always works, but spending time with him on the weekend makes up for this. My husband working full-time, but as we survive off one income, at times, money can be tight. I love giving to charity, but often don’t have the money to spare.

Key Insight Parents loves to see their child’s creativity and children love to create

BIG Idea Promoting creativity and social interactions whilst also promoting the multi-faceted benefits of the purchase and use of monster crayons.

Ad Strategy § To focus a mix of traditional and non-traditional advertising all about promoting the Monster Crayon product and Act 4 Kids mother company, through a continuous advertising strategy Ø School targeting (non-traditional) and Social Media, Television and Radio ad reads (traditional) Ø Taking advantage of children’s pester power (School promoting). Ø Whilst also creating a social media presence (Mummy and parent targeting) Ø Getting umbrella coverage to a range of targets through Televised and Radio ad reads. Ø With alternating months, not overwhelming the audience members § Children love being given arts and crafts activities and parents love seeing their child's creative flair. Ø Provide school based activities involving monsters and the monster characters, such as mask making and drawings. Ø Throughout the act for kids brand will be subtly advertised. watermarks, posters.

PRIMARY PHASE SCHOOL § Primary Schools non-traditional advertising targeting children, leading to conversing with parents. Ø Fun take home craft activities Ø Newsletters Ø Brochures Ø Posters Ø Providing basic information leading to act for kids and monster crayons website and an invitation to the Facebook page for more information. Fun way to target a helpful audience

Simultaneous Secondary Phases § Simultaneous Facebook groups set up (targeting mummy bloggers). Mummy Facebook Group penetration. Ø Provide information and links monster crayons, Act 4 Kids and even fun arts and craft ideas. Ø Being regularly updated Ø Charity and product awareness and recognition. § Through sponsored advertising Nova (radio) Ø Ad reads in prime morning and afternoon on radio segments (before school and after school times). All about promotion to the mother market and a blanket coverage

Utlising Sponsorship = Advertising Success

Media Imperative 1: The Masks & Colouring in Advantages Disadvantages Mother’s take extreme pride in As the child is ‘vehicle’ for this their child’s school work and media channel there is a commonly hang it in an area which possibility that it will become lost. everyone sees (Carruth, 2014) New and innovative approach With sponsorship input, this initiative will be extremely cost effective

Media Imperative 2: Facebook Advantages Disadvantages Cost effective and measurable Potential cluttered environment Strict demographic and geographic parameters to avoid excess clutter Advertising messages will only be receptive to certain times of the day. Therefore there is a possibility the message could be missed (Linton, 2015) Call to Action can directly link to the Monster Crayons 4 Kids website Desired form of communication amongst the target market (Lang, 2015) Strict demographic and geographic parameters to avoid excess clutter

Proposed Facebook Content

Media Imperative 3: Radio Advantages Disadvantages Using media talent provides authenticity and emotive ties for the message (Linton, 2015) Unpredictable as it is up to the radio talent to deliver the desired message (Linton, 2015) Potentially a cost effective operation due to sponsorship involvement Difficult to accurately measure success (Linton, 2015) Breakfast and drive home slots provided a targeted advertising approach Advertisement copy can be easily modified, this is particularly useful to inform target market of product’s stock (Linton, 2015)

An example of the Radio Advertisement Desired Radio Personality: Susie O’Neil (NOVA 106. 9)

Media Impreative 4 : Television Advantages Disadvantages Potentially a cost effective operation due to sponsorship involvement Difficult to accurately measure success (Herrman, 2016) Call to action is extremely clear and visual to the target audience (Herrman, 2016) Cluttered environment Changing the Act for Kids brand TV advertisements needs multiple message from negative to positive exposure to be effective (Herrman, emotion is more effective with TV 2016) advertisement as it is extremely visual Angling the ‘advertisement’ as a news feature provides credibility and informative action of product

Media Schematic Campaign Duration: January to June 2017 January School Based Activity Facebook Radio February March April May June

Budget § Strategic allocation based on optimisation of reach § Most efficient use of resources § Mixture of paid and pro bono media placements AIM: Maximum Exposure from limited resources

Radio Budget $40, 000 5 weeks mostly between Jan-Feb 20 spots per week: $8 k per week • Works best as builder of message frequency • Nova is offers Brisbane’s widest reach; in both cumulative and average audience • Also most expensive station to advertise on • Avg. reach of 12, 000 listeners per day between the ages of 25 -39 • Opportunity for free segments, spots and live reads

Social Media Budget $15, 000 3 month continuous run: Feb-Apr $15, 000 lifetime allocation • Most specific targeting of campaign: Demographics, Location, Interests • Potential reach of 140, 000 over 3 months • 5, 100 - 13, 000 reached per day on Facebook • 4, 900 - 13, 000 reached per day with Instagram integration

Print & Distribution Budget $5, 000 122 Primary Schools in South-East Qld 500 Mask Prints + 2 or 3 Posters per School • 60, 000 print-outs needed = $4, 100 • 250 posters = $250 • Additional 10, 000 promotional flyers for state-wide distribution = $700 • Conservative estimates based on aggregated quotes from printing services • Opportunity for pro bono services

Return On Investment Campaign Outcomes: • Moving all 5000 in stock • 100% of sales through the website • Gaining more media placements than are paid for • Increased brand product exposure • Increased revenue from donations • Future opportunities in retail (Radio) -40, 000 (Social Media) -15, 000 (Print) -5, 000 ($12 x $5000 Products) +60, 000 0

THANK YOÜ

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