Date: 22/01/2010 Client Brief: WaterAid Job No: 0001928W Company: WaterAid Brand Name: WaterAid Client Team: Ollie Reimann Kate Fisher Calum Parsons Phil Ellis Agency Team: ‘Buffalo’. Client Brief:. Where are we now? Current Situation Target: Male/Female (18-80yrs)
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Date: 22/01/2010Client Brief: WaterAidJob No: 0001928WCompany: WaterAidBrand Name: WaterAidClient Team: Ollie ReimannKate FisherCalum ParsonsPhil EllisAgency Team: ‘Buffalo’
Where are we now?
Income is not applicable.
Wide Target with no real structure.
Company Ideals: ‘Safe Water and Sanitation Hygiene for 3rd World Countries for a sustainable future’.
Competitors: Wide range of charities, but small range of water charities
How is it Sold: Phone, street fund raising, and internet donations
Advertising: Low budget viral, heart-tugging (daytime) TV spots, Print, Glastonbury sponsorship
Consumer Recognition: Low
Where do we want to be?
Re-brand to target younger audience (18-34)
A 5% increase in donations by November 2011
Increase revenue from donations by 10% by 2012
To become the preferred charity of choice 2012
Use transparency within marketing
Create a relevant advertising campaign, in order to achieve these objectives.
Role Of Communication
“1.5 million children die every year from from dirty water, 171 children an hour, 3 children die every 60 seconds” - UNICEF
… YES it is a need
Is it a new product? No it’s a continued devotion to bringing safe water to 3rd world countries
Bring to the forefront of peoples minds when they think of giving to charity
That charities may not use their funds appropriately
People do not see results for their donations
How are we going to get there?
Use a viral campaign
Use a transparent (print) advertising campaign
Use ambient advertising
Use sponsorship (Festivals, Fashion Shows, Sports)
Who do we need to talk to?
Socio Economic: B/C1/C2
Target younger generation
Unanimous Decision must be agreed by:
Ollie Reimann (Strategic Director)
Calum Parsons (Creative Director)
Phil Ellis (Marketing Director)
Kate Fisher (Account Director)