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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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Client brief

Date: 22/01/2010Client Brief: WaterAidJob No: 0001928WCompany: WaterAidBrand Name: WaterAidClient Team: Ollie ReimannKate FisherCalum ParsonsPhil EllisAgency Team: ‘Buffalo’

Client Brief:


Client brief

Where are we now?

Current Situation

Target:

Male/Female (18-80yrs)

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


Client brief

Current Advertising:


Client brief

http://www.charitywater.org/billabong/index.php


Client brief

Where do we want to be?

Objectives:

Business:

Re-brand to target younger audience (18-34)

A 5% increase in donations by November 2011

Increase revenue from donations by 10% by 2012

Marketing:

To become the preferred charity of choice 2012

Advertising:

Use transparency within marketing

Create a relevant advertising campaign, in order to achieve these objectives.


Client brief

Role Of Communication

Remind:

“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

Inform:

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

Persuade/Preconceptions:

That charities may not use their funds appropriately

People do not see results for their donations


Client brief

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)


Client brief

Who do we need to talk to?

TARGET AUDIENCE:

Male/Female (18-34yrs)

Socio Economic: B/C1/C2

Target younger generation


Client brief

Practicalities

BUDGET:

Total: £6.4m

Advertising: £3.2m

Marketing: £3.2m


Client brief

Practicalities

TIMING:


Client brief

AUTHORISATION:

Unanimous Decision must be agreed by:

Ollie Reimann (Strategic Director)

Calum Parsons (Creative Director)

Phil Ellis (Marketing Director)

Kate Fisher (Account Director)


Client brief

  • Evaluation

  • Results measured by increased income (donations)

  • August 2012 against results from 2009.

  • -A 5% increase in donations by November 2011

  • Measure Brand awareness through survey of target market.

  • We will measure:

  • Opinion of charity

  • Follow up of money (transparency)


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