Buy One For Peter Treat charity like a friend
Objectives
Insight 1
Increase donations to Peter McVerry Trust amongst 18-34s.
“Our audience spends their money socially and does so by including another person in a purchase of their own”
Increase awareness of work that Peter McVerry Trust does.
Insight 2 “18-34 year olds are card users and are less likely to carry cash”
Insight 3 “We’re talking to a “pay as you go” generation who avoid financial commitment where they can.”
The Idea When you choose to “Buy One For Peter” the cost of Peter’s coffee is donated to the Peter McVerry Trust.
€2.95
€2.95
The Execution Act One “The Teaser”
PETER
? ?
Clean Graffiti
Light Projections
Online Display
Portraits of Peter
Content Pieces across digital partners to inform the public of how the initiative works
The Execution Act Two “The Initiative�
Social Influencers to push out the initiative on our behalf. We are staying away from promoted social posting as this should be peer influenced.
PR - both paid and earned to drive awareness and momentum
In Store Activation
A sticker will be placed in the windows of participating cafĂŠs so participants can identify the places that they can Buy One For Peter. We will also use in store counter toppers to describe the initiative.
“6 for Peter, 1 for You� What participants get? For every 6 coffees bought for Peter, our participants will get a coffee on the house by signing up via our mobile loyalty page. What The Peter McVerry Trust gets? Drive additional purchases (donations) Provides insight into who is donating and where & when these donations are made. Enables direct communication with those who are invested in work The Peter McVerry Trust.
Cup Sleeves
The Execution Act Three “What does Peter do?” CRM Data We will use the email database from our loyalty scheme to communicate information from the Trust.
Cup sleeves will carry an ‘I bought one for Peter’ slogan as well as bite sized information about the Trust.
Till Receipt The bottom of the receipt of our retail partners will include details of the work donations help with.
Media Summary • Act One creates curiosity. • Act Two describes the initiative.
Act Three: Sept 12th – Jan 31st
• Act Three uses in store activation and data to nurture involvement and reward participants.
Idea Summary Act Two: Sept 12th – Sept 25th
Act One : Sept 7th – 11th
Time Line
• People include Peter in their orders and as a result donate to Peter McVerry Trust • Peter McVerry Trust gains useful information about who their participants are and build lasting relationships with them.