NYC Police Foundation: Crime Stoppers MED111 March 10, 2009 Background: The assignment Create a strategic / conceptual media plan addressing the following: - The media challenge - The key insight - Strategy used to overcome the challenge and deﬁnition of the Big Idea - The media activity, describing the creative use of the media channels selected and giving a general budget rationale Objectives - Let private citizens and businesses in NYC know that they can help the NYPD keep New York City safe by contributing to the Police Foundation’s Crime Stoppers Reward Fund Target Audience - Concerned citizens seeking a safer New York (mainly upper income, supporters of causes) - Businesses with an interest in maintaining public safety in NYC (e.g. real estate ﬁrms, corporate headquarters, law ﬁrms, hotel & restaurant groups) What action do we want them to take? - Drive people to NYCPoliceFoundation.org to make contributions to the Crime Stoppers Reward Fund 1 ! Background: The charity landscape in NYC Competition: New York is the 7th most charitable city in the country and home to the most large, high- Size and Wealth: NYC Charitable Market proﬁle nonproﬁt organizations. As such, Crime $10,000,000 Stoppers must create a relevant and compelling reason for New Yorkers to consider supporting it vs. other organizations that may have a larger amount of $7,500,000 core supporters, advocates and even marketing dollars. $5,000,000 The Safest Big City: New York’s crime rate has $2,500,000 decreased by 77% over the past 20 years, far outpacing the national average, making New York the safest big city in the United States. Because of this, $0 New Yorkers might be less likely to support crime Revenue Expenses Assets Contributions prevention initiatives over other more seemingly New York National pressing issues. A Note on the Economy: Although the down economy is a major challenge facing organizations such as Crime Stoppers, 70% of high net business owners agree that "even if there is an economic downturn that moderately affects my business, I plan to keep my current level of nonproﬁt or charitable giving in the coming year." Because of this, Crime Stoppers should not be overly concerned with the target audience’s ability to give, but more with increasing the likelihood that they will give to Crime Stoppers. Source: SunTrust Bank Private Wealth Management Study on Businesses, New York City Economic Development Corporation, Charity Navigator's May 2008 2 Metro Market Charitable Analysis Study: New York ! Target: Who should we really be talking to? Day in the life of a typical New Yorker 6 am Route 12 am Target Deﬁnition: Who She Is: Live in New York City DMA “I am a workaholic” - 35% / 144 Index & Made Charitable Contribution of $200+, last 12 mo “I feel secure ﬁnancially” - 48% / 143 Index & Concerned about Violence and Crime “It is important to juggle various tasks” - 82% / 132 Index Demographics: Connection Points: Audience Size: 2MM, 13% of NY DMA Quintile 1: Outdoor and Online Age: 35-65 (73%) “Often notice taxi ads” - 19% / 186 Index Median HHI: $142k (Median NY HHI: $75k) 92% own a mobile phone Employed, Homeowners Web browsing on mobile phone - 24% / 128 Index Married with Kids Meet Samantha: Samantha is an ideal target because of her access to corporate funding. It’s not just about her personal wealth, but the summation of her wealth and the wealth of her network. Samantha = $ Samantha + Friends = $$ Samantha + Corporate Network= $$$ 3 Source: 2008 SIMMONS Spring Adults Full Year ! Key Challenges: Irrelevance & lack of empowerment Irrelevance: Samantha is too busy during the day to be worried about anything besides her priorities. Crime is not top of mind for her and donating money to combat crime is even further from her mind. As a decision maker, Samantha is often approached to donate money. Although she gives to charities, crime continues to be irrelevant while she is in the safety of her home and office. Empowerment: When Samantha is in a situation where crime is of concern, she feels helpless in her ability to have an impact. In these situations her immediate need is to protect herself in the moment, and she is rarely faced with the opportunity to have an impact on the long-term solution. Day in the life of Samantha Concern for Safety 6 am 12 am Samantha’s route Target Insight: Samantha doesn’t think about crime until it’s dark and she is in a place where she is vulnerable 4 ! Strategy: How do we overcome these challenges? Building the Crime Stoppers Brand: Although one of our key goals is to get New Yorkers to donate to Crime Stoppers, it’s a lot to ask Samantha to go from irrelevance and disengagement to an advocate and donator of large corporate sums overnight. So, rather than planning a quick ﬁx, let’s consider a long-term strategy that starts with creating relevancy and focuses on building a relationship with Samantha. Advocacy Although this relationship may take some time, it will nevertheless end in advocacy, loyalty and a fat corporate check. Loyalty Objective: Make Crime Stoppers more relevant and make Samantha feel empowered to have an impact. Strategies: Reach Samantha with Crime Stoppers message after dark, in places where she is most Empowerment vulnerable and hypersensitive to the crime around her. Empower Samantha to see Crime Stoppers as a means to have an impact on crime. Engagement Relevancy Irrelevance and Lack of Empowerment 5 ! Focus: Create a meaningful & impactful connection Media Insight: Samantha and New Yorkers alike utilize various forms of transportation to get to and from where they are going, sometimes to avoid unsafe situations. The Plan of Attack: Leverage transportation to break through the ‘marketing noise’ by triggering a meaningful association between Samantha’s immediate concerns about crime and her ability to have a positive impact. The Desired Response: Increase relevancy and, in turn, engagement by empowering Samantha to make a difference. Messaging will provide an opportunity to further engage with Crime Stoppers by driving to NYCPoliceFoundation.org for more information, or by acting on behalf of Crime Stoppers and sharing the message with her network. On top of this, the immediacy of small donations will remind Samantha that every little bit helps stop crime in NYC. Why It Will Work: By delivering a timely and relevant message to Samantha when she is most vulnerable and out of her safety zone, making the association between crime, Crime Stoppers and her ability to have an impact is that much easier. Point A Point B 6 ! The “Vehicles” Digital Maps: - Partner with Google Maps to create an application which helps residents map out the safest walking routes in NYC. The system will work with city and police department data to map the safest and most well-lit walking routes. Maps will be available on mobile devices and through the website. - This program, sponsored by Crime Stoppers, will create awareness surrounding crime in NYC, teach residents tips on how to prevent crime, and position Crime Stoppers as a solution that needs support. Virtual Buddy System: - Create a virtual Crime Stoppers “Buddy System” within existing social networks, such as Facebook and LinkedIn, grouping people together who work and live in the same areas. Members of these groups will have the opportunity to not only network with each other, but stay safer by not commuting alone. - This program creates relevancy and leads to advocacy as consumers begin to see Crime Stoppers as a partner in keeping NYC safe. Digital Storefronts: - Leverage the fear of walking alone at night as an opportunity to captivate the target in high- traffic areas of NYC. Store windows will be equipped with motion-sensor video and audio. As people walk by, the sound of footsteps will begin and shadows will reveal Crime Stoppers messaging and drive to the Digital Maps website. Stunts: - Generate attention and PR buzz by staging a police chase outside of a high-proﬁle NYC event. The stunt will conclude with an announcement about Crime Stoppers, highlighting facts such as the 5,000 crimes it has helped the NYPD solve since its inception. - Branded giveaways such as whistles, mini ﬂashlights and ID cards, will be handed out to onlookers, encouraging them to support Crime Stoppers. 7 ! The “Vehicles” Taxis: - Partner with NYC taxi services to deliver a timely message to the target audience regarding crime prevention. A video will play on taxi screens, followed by a prompt with the options to support Crime Stoppers by immediately donating money, texting to sign up for weekly safety tips, or passing along a personalized message to friends via the screen. Valet & Parking Garages: - Utilize parking garages to engage commuters and those visiting downtown areas of NYC. - Backlit signage and wrapped poles in and around the garage will create awareness, while messaging on valet tickets and receipts will drive consumers to the Crime Stoppers website. Subways & Buses: - Target commuters on high-traffic routes with impactful messaging on digital screens. Digital messages in subways and on bus kings will create awareness and drive people to the website, while pay stations will give commuters the opportunity for immediate donations. Town Cars: - Offer upscale hotels and restaurants the opportunity to partner with Crime Stoppers by donating proceeds from their car services to the cause. - By collaborating with major players in the hospitality industry, this program will speciﬁcally target mid and uptown visitors, socialites and business decision makers. This will not only result in PR and buzz for Crime Stoppers and its partners, but will engage these decision makers to become partners themselves. The Event: - Utilize the network of contacts who have opted-in as supporters of Crime Stoppers through the various interactive media touchpoints. Each guest will be encouraged to invite business colleagues to help grow the network. - This fundraising event will culminate in the end of the campaign, encourage Foundation loyalty and provide an opportunity for a long-term commitment of support. 8 ! Maximizing the campaign impact Creating a dialogue: Programs such as Digital Map and Virtual Buddy System will encourage dialogue between consumers and Crime Stoppers. Ultimately, this relationship will engage and empower consumers to make a difference, as well as create a database of loyalists for future outreach. Spreading the word, organically: The overall campaign is designed to garner buzz and PR, maximizing the campaign effectiveness. Elements such as Storefronts and Stunts will work to create a ripple effect long after initial execution. Timing: The campaign will launch during spring when the weather is warming up, more people are out and about and, thus, more vulnerable and concerned about street crime. Budget Vehicle May June July August Breakdown Taxi 25% Digital Map 15% Subway & Bus 15% Digital Storefronts 15% Parking Garage 15% Virtual Buddy System 10% Stunts 5% Town Cars co-op The Event co-op Total 100% 9 Cost Sources: Titan Worldwide, Posterscope, ClearChannel, Facebook ! Looking ahead toward success From Relevancy to Advocacy: As relevancy of Crime Stoppers increases and Samantha begins to feel empowered to have an impact on the ﬁght against crime, the campaign will evolve to further engage her so that she feels more and more compelled to support the organization. This support could come in the form of monetary donations, or via other avenues such as her willingness to associate with Crime Stoppers, the increased likelihood that she will spread the word to friends, and of course her commitment to rally her network of corporate philanthropists. As such, media and creative will continue to provide her avenues to engage, share and advocate moving forward. Samantha + Measuring Effectiveness: Corporate Given the long-term strategy of Network =$$$ building a relationship with Samantha so that she will become a true Inﬂuence on Others Level of Support & advocate for Crime Stoppers, initial metrics for success will be more Samantha + focused on her levels of engagement Friends =$$ and participation than the amount of money she donates. Similar to the media and creative, these metrics will evolve with the Samantha =$ campaign over time. Irrelevance & Lack of Relevancy Engagement Empowerment Loyalty Advocacy Empowerment Relationship with Crime Stoppers 10 !
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