be lie v
wood
account planner
MINH pham
creative director
FUMI
kamigama art director
rs e lf
u
EMILY
yo
phan media planner
in
TRANG
ve
chu account exective
h ope
li e be
EMILY
e in
2
3-4
12
EXECUTIVE SUMMARY Introduction Background
VIRAL ONLINE VIDEO BROADCAST COMMERCIAL
SITUATION ANALYSIS
Historical Context Non-profit Industry Market/Consumer Competitor
15-16
9
PRINT ADVERTISEMENT INTERNET PRESENCE
SWOT ANALYSIS
17 18
10
OUT-OF-HOME ADVERTISING
MARKETING STRATEGY Positioning Value Proposition Objectives
BUDGET/EFFECTIVENESS
11
Primary Audience Secondary Audience
Concept
13-14
5-8
TARGETING Consumer Research Target Audience
ADVERTISING STRATEGY
19-20 MEDIA PLAN
Geographic Weights Calendar
21
SOURCES
3 INTRODUCTION
company, brand, product description To Write Love on Her Arms is a 501(c)3 non-profit organization dedicated to presenting hope and finding help for people struggling with depression, addiction, self-injury and suicide. The organization started in Spring of 2006 in Cocoa, Florida, by founder
Jamie Tworkowski.
The company relies mostly on online merchandise sales that goes towards different organizations that aim to fight suicide and consult depression patients.
TWLOHA works with alternative rock musicians who help them raise awareness by wearing the merchandise and performing at sponsored events. Through different outreach programs such as speaking at universities around the nation and holding concerts with partnered bands, To Write Love on Her Arms has held on to many close connections within the music industry. The organization is backed by its volunteers and interns who have helped the company expand from its roots in Orlando to different chapters in countries such as the UK, Mexico, Canada, and Australia. “We are only asked to love, to offer hope to the many hopeless. We don’t get to choose all the endings, but we are asked to play the rescuers. We won’t solve all mysteries and our hearts will certainly break in such a vulnerable life, but it is the best way. We were made to be lovers bold in broken places, pouring ourselves out again and again until we’re called home.”
J amie . T w o r k o w s k i
4 The organization was started in March of 2006 following Tworkowski’s encounter with a teenager, Renee Yohe, who was struggling with addiction, selfinjury, and depression.Tworkowski wrote a story about his experience in February of 2006 before Renee entered the rehabilitation facility, titled “To Write Love On Her Arms.” The root of the organization started when Jamie and his friends printed T-shirts and sold them in Orlando in order to fund Renee’s drugs and rehabilitation costs. The story attracted outside attention and led Jamie to use the title as inspiration for the t-shirt design. Tworkowski went on to sell the shirts online, and from there the movement grew, eventually becoming the non-profit it is today.
February 2006 The story of Rene Yohe, a depression victim, is written by Jamie Tworkowski. The group raises money for Yohe’s rehabilitation cost by selling printed shirts. March 2006 TWLOHA founded by Tworkowski TWLOHA enters MySpace, eventually buying a website domain September 2007 TWLOHA becomes its own stand-alone non-profit September 12, 2008 TWLOHA featured on the NBC Nightly News segment “Making a Difference” November 25, 2009 TWLOHA featured in Rolling Stone December 3, 2009 Tworkowski received mtvU’s Good Woodie Award October 2010 TWLOHA featured on CBS Morning News segment about teenage suicides TWLOHA featured on MTV’s “The Buried Life”
October 2006 TWLOHA becomes official non-profit under Fireproof Ministries June 2007 TWLOHA tours with Vans Warped Tour
TIMELINE
5
To Write Love on Her Arms works within a growing non-profit industry. Currently the non-profit industry is expanding and covers a variety of issues and global range of topics. The US non-profit institutions industry includes more than 1.4 million organizations with combined annual revenue of more than $1 trillion.
The current market of To Write Love on Her Arms is centralized and focused with little variety. Their message is intended to reach 14-21 year olds suffering with depression, addiction, self-injury, and suicide.
- Nearly 7% of the US population over the age 18 are affected by major depressive disorders and suicide is the third leading cause of death among 15-24 year olds. - For youth aged 10-14, the suicide rate has doubled in the last two decades. - According to TWLOHA, 2 out of 3 of those suffering with depression do not seek treatment. - Suicide has become the third leading cause of death among 15-24 year olds and untreated depression is the number one cause of suicide. It is evident that depression affecting a younger audience has become the new market trend.
6 NON-PROFIT INDUSTRY On the other hand, charitable donations by individuals are on a decline. In 2008, individual donations amounted to $229.28 billion, a 6.3% decrease from 2007. Consumers are being more cautious about their spending as a result of the economic recession, which means non-profits have to find different and new ways to focus their campaigns. The non-profit industry is reaching out for more web-based support. The presence of social media has been a very important tool. The use of celebrities and socially relevant PSAs to convey the messages of different organizations are becoming a more prevalent method as traditional charitable events and concerts.
There seems to be a behavioral tendency to ignore and overlook the issues related to depression and suicide within this demographic market.
MARKET ANALYSIS CONTINUED
Despite the severity of the statistics, the seriousness of the issue is underestimated and disregarded. This is the reason why TWLOHA brings light to the issue of depression and suicide through their dedication to hope and sharing positivity. TWLOHA reaches the younger market through the Internet on sites such as MySpace, Twitter, Facebook, and Tumblr. The music scene is also an effective way for the organization to spread their message. Music and TWLOHA are closely tied together because a majority of our current supporters are people passionate about music and use it as an expressive outlet.
7
PERSONAL APPEAL TWLOHA:
A non-profit that focuses on the concept of hope and community to provide support for those struggling with depression and self-injury.
- Extremely focused on personal stories and testimonies. - Creates a strong sense of community of sharing and reaching out; very relatable.
Music Saves Lives
- Bone marrow and blood donationA non-profit who works with music artists hard for supporters to feel a tangible to promote the donation of bone marrow impact; impersonal, disconnected dynamic. and blood.
Suicide Prevention Action Network USA:
- They are very invested in research and educational campaigns. - Focus is far from community building and making personal connections. Lacking in emotional foundation.
I Am Second:
- Provide support and community for those struggling. - Christian affilication might deter some people to seek help in this way.
Non-profit seeking to save the lives of people who are depressed/considering suicide.
Christian, non-profit, they have support groups to help people through everyday struggles in life.
8
MUSIC
PROFESSIONALISM
- Not so much, their strategy to market - Greatest strength lies in connections to younger demographic market with music community and ability to includes nontraditional, unique work hand in hand with bands to spread techniques involving music and intimate awareness about cause community building.
- Somewhat. Their prevalence in the - Work with different artists and bands and create awareness through concerts music scene seems more casual and and events. easily personalized.
- No connection to music whatsoever.
- Highly professional, well-researched database and have ability to appeal to older market.
- No connection to music.
- Appeal to an older market. - Videos convey message through the use of celebrities and prominent figures.
9 STRENGTHS · Strong presence in the alternative music community · Work closely with popular bands · Connection with other non-profits · Social media and online community involvement raise brand awareness · Small size of organization creates intimacy
WEAKNESSES
· Little brand awareness · No marketing/advertising accessible to the general public · No physical manifestation of the organization · Non-profit status means less money for advertising and marketing
OPPORTUNITIES · Growing Non-Profit Industry · Lack of knowledge about depression in society · Rise of digital culture, TWLOHA can expand their Internet presence · Start of new movements revolving around acceptance, hope, and encouragement · Expansion of tangible donations, TWLOHA can introduce products into established stores
THREATS
· Competition from similar non-profits · Recession makes people more hesitant to donate · Missing out on audiences of more mainstream organizations · Risk alienating those dedicated to other organizations
10
POSITIONING To males and females ages 12-25 struggling with depression, addiction, self-injury and suicidAL tendencies, To Write Love On Her Arms is a non-profit movement with a dedicated community focused on providing treatment and recovery through encouragement, hope and meaningful relationships.
VALUE PROPOSITION Believe in hope. Believe in yourself.
OBJECTIVES - Raise awareness about TWLOHA - Raise awareness about depression - Link emotional benefits associated with TWLOHA: hope, seeking help, and belonging to a community
Measurement /Criteria for Success - Increase in followers on Facebook and Twitter by 30% - Increase donations/funding by 20% - Decrease suicide rates in people ages 12-25 by 5% Time Frame The campaign will run for 6 months (June- November) and the results will be measured after November.
11 TARGET AUDIENCE Our advertising campaign will target males and females ages 12-25, expanding from TWLOHA’s current target market, people ages 14-21. We believe that reaching ‘tweens’ during their middle school period and young professionals after college will result in a greater chance to prevent depression and suicides that are associated with the respective age groups.
- Primary audience: People who are actively struggling with depression, self-injury habit and substance addiction are our primary target.
- Secondary audience: Our secondary audience are people who are highly susceptible to depression-related issues due to their home or school situation.
CONSUMER RESEARCH Ad Out Loud conducted a focus group with five random participants who were asked to answer roughly ten questions on their attitudes about depression and knowledge of TWLOHA.
KEY OBSERVATIONS
HOW TO MAKE TWLOHA BETTER
- Group was less than eager to speak up about the subject of All of the respondents agreed that more depression. awareness for TWLOHA could be achieved through added social media marketing. They - Only one out of five had piror also suggested that To Write Love on Her knowledge of TWLOHA. Arms should have more of a presence in print and broadcast media. The group came to a - Some understood TWLOHA as consensus that the organization should gear a holiday on Facebook where their focus towards positivity and hope. A few “Love” is written on their arm. of the participants also pointed out that even if depression is not relatable to them, they would - Most originally thought TWLOpay more attention to the subject of depression HA was a band. if they heard more testimonies from survivors.
12
CONCEPT: COMMUNITY & HOPE
To Write Love On Her Arms provides a community for people struggling with depression. This offers the target audience an emotional benefit: a sense of belonging. TWLOHA reinforces their confidence and promotes their self-esteem. This message will be delivered through testimonies of those who have experienced and survived depression. These empowering stories are intended to inspire those who are going through depression or those who are unaware of what depression is. By incorporating the belief of hope and encouragement, we hope to convince them that rescue is within their reach.
Our two main creative executions:
PSA videos
- Broadcast Commercial - Viral Videos
Print advertisements
13
PSA shown on networks reaching our target: MTV VH1 ABC Family CW ABC Fox The commercial will express TWLOHA’s attributes of community and hope. The target audience will be able to make a connection to the people in the PSA as they are real people who have suffered similar experiences and understand depression. This will help expose the seriousness of depression and provide a better understanding for the viewers. The mood of the commercial will transition from negative to positive as the storytellers wrap up their testimonies on a brighter note of how they overcame their obstacles.
14
There will be a series of Youtube videos that will be released monthly. Each video release will be featured on the homepage of Youtube as well as the TWLOHA’s website in the beginning of the month. The video will also give the viewers a chance to leave a reply video to TWLOHA, where they can share their own personal stories.
15 The visual will be a photograph of a person who has had depression related experiences. Their story will be in the background of the ad, while the focus would be on the person. Someone seeing the ad will feel a sense of hope as they see a person who survived from an issue they are possibly suffering with.
Google: Official TWLOHA day Twitter: Tweet a different 6-word memoir everyday Ex: Pain was conquered. Hope has won.
16
Where advertisements will be found:
Seventeen AP (Alternative Press) Teen Vogue
Online Banners: The banner will be very similar to the print ad. It will also feature a photograph of the same people used for the print ad and will have the same copy. However it will be more simple because it only features the copy, photo, and our TWLOHA logo.
Websites where banners will be found:
Seventeen teen vogue cw tumblr facebook
17
House of Blues locations: Anaheim, Atlantic City, Boston, Chicago, Cleveland, Dallas, Houston, Las Vegas, Myrtle Beach, New Orleans, Orlando, San Diego, Sunset Strip
House of Blues has thirteen venues in the United States that see hundreds of shows a year, known for being smaller and more intimate venues. By partnering with House of Blues, TWLOHA will introduce thousands of concertgoers to the brand name and mission in an intimate setting. Having the exposure to fans of different kinds of music will expand the awareness of TWLOHA while staying in a setting the organization is familiar with. The partnership will involve having the aforementioned advertising featured during concerts as well as possible booths set up for TWLOHA in the venues. Eventually we hope to have sponsored events at participating House Of Blues locations.
ADDITIONAL PROMOTIANAL TOOLS Inspired Styles: In order to reinforce its close ties with the music industry, TWLOHA will be partnering up with artists to design a new line of shirts. This will be a way to cross promote so that it benefits both parties.
Outlets of Distribution: TWLOHA shirts are currently found at Hot Topic stores and online. We will expand the merchandise to more retailers including stores such as: H&M, Nordstrom, Macy’s, and House of Blues Stores. These retailers are where we would find our target audience. The spread of merchandise to more retailers will create more awareness and revenue for TWLOHA.
18
To Write Love On Her Arms currently has a budget of $12,033 for print media and $7,582 for the website. We want to expand this budget to include the new advertisements planned for television, raising the promotional tools budget from $31,635 to around $45,000. This increase in the budget will help fund the new campaigns and get the TWLOHA message to a wider audience. The change in budget will be compensated by the fact that the increased exposure will result in more visitors to the website, donations to the organization and increased merchandise sales.
Measuring the campaign effectiveness: - Increase in donations - Direct and indirect views on Web page - Increase in revenue of merchandise sales - Track views on viral videos - Increase of fans on Facebook - Increase of followers on Twitter
19
To Write Love On Her Arms is currently most associated with alternative music bands and therefore miss a large part of their target audience who are not actively engaged in this scene. We need to deliver our campaign on a larger scale to raise awareness and to serve our new expanded target audience of ages between 12-25.
20
GEOGRAPHIC WEIGHTS Because teen suicide/ depression is a nationwide issue, we plan on having our campaign reach people throughout the nation. We will distribute our campaign through media channels with a nationwide audience capacity. Also, to effectively reach our target audience, we will focus on highly populated urban areas.
21
SOURCES Primary:
(5) Focus Group, October 26, 2010
Secondary: “Nonprofit Institutions Information from Hoovers | Business Solutions from Hoovers.” Hoovers | Business Solutions from Hoovers. Web. 20 Nov. 2010. <http://www.hoovers.com/industry/nonprofit-institutions/1084-1.html>. “NCCS | Quick Facts About Nonprofits.” NCCS | Data & Research on the US Nonprofit Sector. Web. 25 Nov. 2010. <http://nccs.urban.org/statistics/quickfacts.cfm>. Age, By. “AFSP: Facts and Figures: National Statistics.” AFSP: Understanding and Preventing Suicide through Research, Education and Advocacy. Web. 19 Nov. 2010. <http:// www.afsp.org/index.cfm?fuseaction=home.viewpage&page_id=050fea9f-b064- 4092-b1135c3a70de1fda>. To Write Love on Her Arms. N.p., n.d. Web. 17 Oct. 2010. <http://www.twloha.com/index. php>. “It’s official: #AmericaWants ‘To Write Love on Her Arms’ to get a full-page ad in USA TODAY.” USA Today 20 Apr. 2010: n. pag. Web. 17 Oct. 2010. Rogers, Kate. “Young Donors Have Rhythm, Concerts Continue To Be Hot Venues For Charity.” The Non-Profit Times. N.p., n.d. Web. 17 Oct. 2010. <http://www.nptimes. com/10oct/10012010cover2.html>. “Music Saves Lives: About Us.” Music Saves Lives. N.p., n.d. Web. 17 Oct. 2010. <http://www.musicsaveslives.org/>. “About AFSP/SPAN USA.” Suicide Prevention Action Network USA. N.p., n.d. Web. 17 Oct. 2010. <http://www.spanusa.org/>. “To Write Love on Her Arms.” Encyclopedia of Urban Ministry. Web. 16 Oct. 2010. <http://www.urbanministry.org/wiki/to-write-love-on-her-arms>.
Golden, By Noah. “To Write Love on Her Arms Inspires Through Music.” The Quad News. 26 Sept. 2010. Web. 16 Oct. 2010. <http://www.quadnews.net/arts-and-entertainment/ to-write-love-on-her-arms-inspires-through-music-1.2342801>. “To Write Love on Her Arms Vision.” To Write Love on Her Arms. Web. 15 Oct. 2010. <http://www.twloha.com/vision/>. Glock, Allison. “Surfer to Savior: The Making of a Teen-Angst Guru in the Age of MySpace.” Rolling Stone 10 Dec. 2009: 64+. Print.