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Client Brief:

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:

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  1. Date: 22/01/2010Client Brief: WaterAidJob No: 0001928WCompany: WaterAidBrand Name: WaterAidClient Team: Ollie Reimann Kate Fisher Calum Parsons Phil Ellis Agency Team: ‘Buffalo’ Client Brief:

  2. 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

  3. Current Advertising:

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

  5. 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.

  6. 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

  7. 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)

  8. Who do we need to talk to? TARGET AUDIENCE: Male/Female (18-34yrs) Socio Economic: B/C1/C2 Target younger generation

  9. Practicalities BUDGET: Total: £6.4m Advertising: £3.2m Marketing: £3.2m

  10. Practicalities TIMING:

  11. AUTHORISATION: Unanimous Decision must be agreed by: Ollie Reimann (Strategic Director) Calum Parsons (Creative Director) Phil Ellis (Marketing Director) Kate Fisher (Account Director)

  12. 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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