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2009-2010 American Marketing Association Collegiate Case Competition

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2009-2010 American Marketing Association Collegiate Case Competition
2009-2010
American Marketing Association
Collegiate Case Competition
Sponsored by:
i
TABLE OF CONTENTS
Invitation to AMA Chapters
The Case Challenge
About UNICEF
The Tap Project
Evaluation Criteria
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ii
INVITATION TO AMA CHAPTERS
Something remarkable is happening today – by participating in this case competition and
supporting the Tap Project, you will literally help change the lives of millions of children
around the world who are struggling for survival. Every day, more than 25,000 children
die from preventable causes, even though the technology and solutions exist to save
them. Many die from a lack of clean drinking water, which results in waterborne illnesses
that cause deadly diarrheal dehydration. UNICEF is doing whatever it takes to reach a
day when zero children die from avoidable causes. That’s where your support comes in.
UNICEF welcomes the participation of all collegiate chapters in the 2009-2010 American
Marketing Association’s Collegiate Case Competition as well as their analysis,
interpretation, and suggestions. Please note that by participating in the case competition,
all members of your team agree to keep the case information confidential. Also, all case
submissions become the sole property of the corporate sponsor, the U.S. Fund for
UNICEF.
THE CASE CHALLENGE
Background / Overview:
Clean and plentiful drinking water is a daily privilege that millions of Americans take for
granted. But nearly 900 million people in developing countries are still without access to
safe drinking water sources. One in five are children. Lack of clean drinking water is the
second largest killer of children under the age of five years old worldwide, causing 4,000
deaths from water-related diseases every day. All over the developing world, women and
girls spend hours each day trekking to the nearest clean water source, often miles away
from home. According to UNICEF, a person needs approximately four to five gallons of
water daily to live healthily, including water for drinking, cooking, and washing.
Multiply that for a family of four, say, and you get an idea of the drudgery of fetching
water every day.
UNICEF works in more than 150 countries around the world to provide children with
health care, clean water, nutrition, education, emergency relief, and more. Since 1960,
80% more children have gained access to lifesaving clean water. UNICEF helped
provide 1.2 billion people with safe drinking water between 1990 and 2004. With just
$1, UNICEF can supply 40 liters of safe, clean water, which is enough to provide one
child with safe water for 40 days.
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The Tap Project is a remarkable program that helps UNICEF accomplish its goal of
improving access to safe water. What launched as a New York City pilot effort a few
short years ago has quickly become a global movement to provide clean water to millions
of vulnerable children and their families.
You are entering into a relationship with the U.S. Fund for UNICEF that makes you a
vital marketing partner in the effort to eradicate preventable child deaths worldwide.
Your challenge is to identify the next strategic direction for the Tap Project, specifically
focusing on fundraising within the United States. Teams can be as creative as they would
like. However, please keep in mind the background information included with this case.
In considering the case challenge, preliminary judges will evaluate how you give your
attention to the following:
•
•
•
•
Tap-ping Other Resources: Although the restaurant model (see page 3) is still a
component of the Tap Project campaign, we seek the exploration of ways to
promote and raise funds for the Tap Project outside of this business model. The
U.S. Fund for UNICEF is open to all ideas that can help to further raise awareness
and money for the Tap Project.
Developing an IMC plan to support your marketing strategy.
Analyzing U.S. Program Growth: the Tap Project continues to grow its domestic
success, with the goal of raising more than $2 million in donations in 2010.
Examining further ways to promote engagement and awareness of the Tap
Project.
An additional challenge you face is working within a budget of $300,000.
ABOUT UNICEF
UNICEF has saved more children’s lives than any other humanitarian organization in the
world. Working in over 150 countries, UNICEF provides children with health care, clean
water, nutrition, education, emergency relief, and more. The U.S. Fund for UNICEF
supports UNICEF’s work through fundraising, advocacy, and education in the United
States.
Despite extraordinary progress, 25,000 children still die each day from preventable
causes. UNICEF’s mission is to do whatever it takes to make that number zero by giving
children the essentials for a safe and healthy childhood. For more information, visit
http://www.unicefusa.org.
Working at all levels – family, community, district, national, and international levels –
UNICEF helps to ensure that children and their families have access to safe water and
clean sanitation facilities. To do this, UNICEF supports a wide range of activities,
including improving water quality, drilling hand pump wells, building latrines, training,
and providing hygiene education. In emergencies, safe water and sanitation are
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particularly critical. UNICEF takes the lead in the provision of water and sanitation
services in crises around the world. UNICEF has a long-established presence in water and
sanitation and is often the first United Nations agency on the ground providing water and
adequate sanitation logistics in emergencies. UNICEF trucks water to disaster zones,
providing relief to those whose water supplies are disrupted.
THE TAP PROJECT
In the Beginning…
In December of 1992, the United Nations General Assembly declared March 22 of each
year World Water Day. Countries were invited to devote the day to concrete activities
such as the promotion of public awareness, conferences, roundtable discussions,
seminars, and expositions related to the conservation and development of water
resources.
In early 2007, a movement was born in New York based on a simple, tangible, and turnkey concept. Restaurants would ask their patrons to donate $1 or more for the tap water
they usually enjoy for free. The campaign would launch on World Water Day, March 22,
and funds raised would support UNICEF’s water and sanitation programs, providing
access to clean water for millions of children around the world.
The U.S. Fund, with the help of the Droga5 ad agency, Esquire magazine, and other
partners, developed a program that would come to be known as the Tap Project. As
with all new programs, there was some uncertainty as to how the Tap Project would be
received. Would restaurants and diners buy into the program? Would the media pick up
such a story? Could significant funds be raised from such a business model? Would the
public respond?
On March 22, 2007, the Tap Project was launched, and the results were encouraging. In
just one day, in one city, the Tap Project signed on over 300 New York City restaurants,
raised $100,000 and helped to provide 4 million children in Laos, Iraq, and Angola with
access to clean, safe water. In June of 2007, the Tap Project was awarded the
International Advertising Festival’s Titanium Lion, the most coveted award in the
industry that rewards breakthrough marketing. There was no doubt that the Tap Project
had enormous potential and was ready for national expansion.
A National Program
By late 2007, it was decided that the Tap Project would become a nationwide program
(also offered in Canada) and be extended to one week – from March 16 to March 22.
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Advertising agencies in 13 major markets signed on to develop a unique branded “Tap
experience” in their own cities. These ad agencies would be supported by leading chefs
and restaurateurs, local community members, grassroots volunteers, and many others
who would join forces to recruit local restaurant and diner participation. They were
charged with three main objectives:
• National and local recruitment of chain and independent restaurants, volunteers, and
local communities;
• National and local consumer-awareness activities to promote the issue of water and
an event-driven campaign to support the Tap Project, March 16-March 22;
• Securing donated media throughout their markets to use as vehicles for promoting
the Tap Project.
Although the program was expanding significantly, the basic concept remained the same.
Restaurants and volunteers could sign up at www.tapproject.org and receive all the
materials for participation for free by mail. The plan was to leverage the successful 2007
New York City program in the creation of a nationwide marketing platform that would
raise $855,000 in 2008 in the United States and Canada. The goal was to develop a key
fundraising and marketing campaign for the U.S. Fund, while creating awareness of the
global water crisis and UNICEF’s unique approach to addressing the issue for children.
In 2008 the Tap Project expanded nationally, inviting restaurants, corporate partners,
volunteers, advertising agencies, community groups, local government, and everyday
diners to participate. Once again, the Tap Project proved to be a success, with:
•
•
•
•
More than $555,000 in total donations in the United States;
Nearly 1 billion national media impressions with the support of agency partners
and UNICEF Ambassador Lucy Liu;
Millions of dollars worth of local pro bono media, secured by dedicated local
agencies and volunteers;
Over 2,300 participating restaurants and more than 2,200 volunteers.
In 2009, the Tap Project continued its nationwide expansion. Efforts were put into
extending participation outside of restaurants to include fundraising through corporate
partners, employee giving, expansion of online giving, mobile giving, Water Walks,
outreach to major donors and board members, and licensing and merchandising. Efforts
were also made to tighten the connection between the Tap Project and UNICEF, with
UNICEF messaging taking on more prominence within the campaign.
2009 Tap Project Enhancements Included:
•
Restaurant Pledge and Recognition Program: As a result of research on
engaging restaurants, all participating restaurants were asked to set and commit to
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•
•
•
•
•
•
•
a donation pledge goal (minimum pledge of $50 required for participation); an
accompanying recognition component acknowledged top-performing restaurants.
Increased Agency and Media Support: Tap Project advertising and public
relations support expanded to more than 19 U.S. cities and added two
multicultural agencies, with agencies working to secure valuable pro bono media
exposure.
Increased Volunteer Presence and Support: In addition to new Campaign
Volunteer resources, seven cities offered regional training and additional
volunteer support: Atlanta, Chicago, Denver, Los Angeles, New York, San
Francisco, and Washington, D.C.
“Text for Tap” Mobile Giving: This new program addition enabled consumers
to donate via text messaging. Customers were able to make a $5 donation by
sending a text message with the word “TAP” to 864233 (UNICEF). The $5 was
added directly to the customer’s next phone bill, with standard message rates
applying.
Enhanced www.tapproject.org Features and Functionality: The newly redesigned site includes more Campaign Volunteer and Participating Restaurant
tools, as well as ideas for community engagement.
Tap Project Water Walks: New York and Chicago hosted Tap Project Water
Walks on March 22, 2009 – opportunities for children and adults to learn the
value of clean water and their role in conservation efforts.
Social Media Presence: Through free social-networking tools, including Twitter,
YouTube, and Facebook, the Tap Project was able to further expand brand
awareness and messaging, while also driving support and donations.
Workplace Giving: This new employee-giving program extended the Tap
Project beyond the restaurant model and enabled employees to donate to the Tap
Project.
The 2009 Tap Project showed strong performance numbers, including:
•
•
•
•
•
More than 3,100 volunteers;
More than 1,500 restaurants;
Nearly $9 million in donated media and PR impressions;
More than 1.5 billion media impressions;
More than $820,000 raised = 800,000 children with clean water for 40 days.
o The total amount raised in 2008 in the United States was $550,000.
Consider the growth and enhancements made to the program in just a couple of years:
Volunteer Mobilization
•
Expanded the nationwide Campaign Volunteer program that enabled roll-out of
the restaurant program, including enhanced website, restaurant recruitment tool
kits, incentives and training conferences. Among the resources:
o Campaign Volunteer Activation Kit that included:
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The Campaign Volunteer Handbook, a step-by-step overview of
volunteer information, resources, and key dates
A UNICEF lanyard and Tap Project Campaign Volunteer Badge to
wear to meetings as an indication of official involvement with the
Tap Project and UNICEF
A Restaurant Recruitment Guide, with comprehensive information
about the restaurant registration process and how to support
restaurants to ensure their successful implementation of the
campaign
Restaurant Sell-In Brochures to use in meetings, designed to
clearly outline restaurant benefits and requirements for
participation in the Tap Project. The Restaurant Sell-In Brochure
contained examples of the materials included in the Restaurant
Activation Kit that restaurants received after they registered
Leave-Behind Cards, with a campaign overview, registration
details, and space for adding contact information
A Tap in Your Community Handbook, with detailed information
about public relations and media outreach and other opportunities
and suggestions for community engagement
Thank You Cards to send to restaurants and others after a meeting
or at the end of the campaign to personally thank them
o Training Opportunities
Campaign Volunteers anywhere in the country could visit the
Volunteer Center at www.tapproject.org to participate in two selfguided virtual training modules
Tap Project Regional Training Days, designed to teach skills in
restaurant recruitment and media outreach as well provide
information about UNICEF’s water and sanitation programs, were
held in seven U.S. cities
o Tap Project Volunteer Blog
This enabled volunteers to connect and communicate with one
another, share insights, offer suggestions, and ask questions.
o City Coordinators
In seven cities – Atlanta, Chicago, Denver, Los Angeles, New
York, San Francisco, and Washington, D.C. – Tap Project City
Coordinators were appointed to help with volunteer recruitment
and training, event planning, local media outreach, and restaurant
recruitment and support
Key Highlights:
o More than 3,100 volunteers registered for the Tap Project as Campaign
Volunteers; a 42% increase over last year.
o Volunteers reported that they spent an average of 27.25 hours on the Tap
Project. With the same average hours applied to the more than 3,100 total
Campaign Volunteers, and the independent sector value of $20.25/hr for
one volunteer hour, this adds up to $1.75 million in donated volunteer
•
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o
o
o
o
hours – a more than 33% increase in value of volunteer hours from the
2008 Tap Project.
63% of volunteers rated their experience a 7 or higher (on a scale from 1,
representing unsatisfactory, to 10, representing extremely satisfied).
Volunteers recruited 47% of all restaurants this year (compared to 45%
last year).
The number of page views of the Tap Project Volunteer Action Center
pages doubled from 2008 to 2009.
85% of Campaign Volunteers indicated they are “somewhat likely” or
“very likely” to volunteer again for the Tap Project next year.
Retention of volunteers for 2010
3% 5%
8%
Not likely
26%
58%
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Somewhat unlikely 2
Neutral 3
Somewhat likely 4
Very likely
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Restaurant Recruitment
Expanded the nationwide Restaurant Recruitment program that enabled a more
comprehensive restaurant strategy, including enhanced website, incentives, and
restaurant materials. Resources included:
o Restaurant Pledge and Recognition Program: Restaurants had a choice
of three pledge levels and corresponding recognition benefits:
Silver
• Minimum $50 pledge commitment
• Restaurant Activation Kit that contains a variety of
materials for program implementation – including a
Restaurant User Guide, Poster, Window Clings, choice of
500 Customer Donation Cards or 25 Table Tents, and
quick-reference Server Tip Cards for the wait staff
• Inclusion on www.tapproject.org with interactive “find a
participating restaurant” feature
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• Certificate of Recognition
Gold
• Minimum $250 pledge commitment
• Customizable Tap Project digital assets (email, web
banners, and logos)
• Three Tap Project T-shirts to use as part of a server
incentive program (or other use)
• Restaurant Activation Kit
• Inclusion on www.tapproject.org with interactive “find a
participating restaurant” feature
• Certificate of Recognition
Platinum
• $500 or more pledge commitment
• Inclusion in a national print ad at the start of World Water
Week in USA Today
• Customizable Tap Project digital assets
• Five Tap Project T-shirts to use as part of a server incentive
program (or other use)
• Restaurant Activation Kit
• Inclusion on www.tapproject.org with interactive “find a
participating restaurant” feature
• Certificate of Recognition
Public Relations
Long and short lead pitches targeted consumer publications, food/restaurant trades, and
advertising agency/business trades. The Tap Project received broadcast coverage in
various national outlets, including E! News, The Ellen DeGeneres Show, The Martha
Stewart Show, The Rachael Ray Show, and Larry King Live featuring UNICEF
Ambassador Joel Madden and his brother Benji. In addition, U.S. Fund for UNICEF
President and CEO, Caryl M. Stern, conducted a satellite media tour on March 18,
including an interview with NPR. A number of local media opportunities came about via
the support of dedicated advertising agencies and Campaign Volunteers supporting the
Tap Project. The Tap Project was highlighted in a large number of publications including
USA Today, Time, NY Daily News, ESPN.com, People en Espanol, Parade, and The
Washington Times.
EVALUATION CRITERIA
Teams should make recommendations for the Tap Project, specifically for the United
States market. A complete plan should discuss the target market(s) and positioning
strategy, as well as an IMC plan. Keep in mind that although the restaurant model
(explained on page 3) is still a component of the Tap Project campaign, you are to
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explore new approaches in order to raise more than $2 million in donations in 2010.
While the issues UNICEF confronts are urgent and can be disturbing, even shocking, the
communications effort takes a hopeful and optimistic approach. UNICEF always respects
the dignity of those we serve and will never exploit a sick or malnourished child.
Additionally, UNICEF avoids the use of materials designed to trigger a one-time, kneejerk, guilt-induced response. Please avoid any creative that employs the gruesome or
bizarre. Messaging and creative that encourage a sense of personal responsibility and
social obligation will be more effective. If enough people make the world’s children a
priority, 25,000 daily child deaths can one day become zero.
The written portion of the case should not exceed 20 pages in length, excluding appendix.
In addition to these 20 pages, 20 pages may be included in the appendix.
POINT
VALUE
15
ITEM
Situational Analysis
DESCRIPTION
The situational analysis should demonstrate a
thorough understanding of the situation facing
UNICEF’s Tap Project and should include a
SWOT analysis or comparable alternative.
Market Research
Primary research pertaining to the project.
10
Target Marketing,
Objectives &
Positioning Strategy
Description of the target market(s) for your
proposed marketing strategies. Develop a
positioning strategy and measurable objectives.
15
Marketing Plan
The plan should be based on the research and
situational analysis presented. Timelines and
budget should be included in the appendix.
50
Grammar &
Punctuation
Proper usage of grammar, punctuation, etc. Please
note that a style guide will be available and must
be adhered to in your creative executions.
10
Specific case questions should be addressed to:
Dr. Scott Swanson
University of Wisconsin-Eau Claire
[email protected]
Office phone: 715-836-5127
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