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英文代写-MECO6935
时间：2021-11-18
Media Campaign
MECO6935: Professional Project
Student Name
SID
A media campaign submitted to fulfil requirements for the degree of Master of Digital Communications &
Culture
MECO6935 | SID | Media Campaign
Melbourne City Mission Campaign
Combating legacy charities’ fundraising functionalities and processes
Contents
Project overview & brief 1
THE PROBLEM 1
STRATEGIC VISION 2
STRATEGIC APPROACH 3
WHAT SUCCESS LOOKS LIKE 4
Discovery 4
CHANNEL FINDINGS 6
AUDIENCES 6
COMPETITORS - CHARITIES 7
COMPETITORS - FOR PURPOSE BUSINESSES 7
Define 8
INSIGHTS BACKED BY RESEARCH 9
KEY FINDING 12
USER JOURNEY MAP 13
REDEFINING THE PROBLEM 13
Developing 14
WEBSITE HUB 14
SOCIAL MEDIA 15
PARTNERS 15
Delivery 15
COMMUNICATIONS PLAN 16
KEY MESSAGING 16
MEDIA PLAN 17
CAMPAIGN ROLL-OUT 18
References 19
Project overview & brief
THE PROBLEM
Funding and support for many charities across the country are facing considerable decreases because of
an aging population in Australia. There are less young people than there were a generation ago, and there
1
MECO6935 | SID | Media Campaign
are dwindling signs that this will change in generations to come. According to studies conducted by
Australian research, Roy Morgan, Australia is faced with a culture that is inwardly focused, who have a
growing disposable income and entitled to anything from a house to $22 avocado on toast. There’s little
time and effort to be dedicated to people and causes that matter (Demasi, 2018). Beyond this cause, there
are two leading factors contributing to this decrease in giving. The first is the fact legacy brands are losing
trust from their younger donors; they’re less innovative, energetic and stuck in their traditional ways of
giving compared to their smaller, more lively and evolved start-up counterparts. Secondly, this campaign
aims to identify the reasons why young Australians aren’t giving as generously as their baby boomer
counterparts, and why it is the charity itself that needs to see change, rather than a change in young
people’s behaviour. For the purpose of this project, the media campaign will focus on the latter two areas.
STRATEGIC VISION
Melbourne City Mission came to us with a brief; Why aren’t young people giving? Do they just not care? We
realised that it wasn’t just a need to win the hearts and minds of youth in Melbourne, but rather, to change
the way they view charities and the way they engage with them; we needed to go beyond donations and
volunteering. What has come to fruition is a media campaign backed by human-centred and
transformation design (Jonas, 2015).
We tackled the brief with the following approach:
GET WHO TO BY
the youth of
Melbourne - those that
may be aged between
16-28, who are
passionate about
making an impact;
wanting to give to those
less fortunate, provide
them with
opportunities to live to
their full potential, with
security and comfort.
They’re fashionable,
digitally savvy,
time-conscious, though
are dissatisfied with
the federal government
and its decisions
affecting young people,
particularly in the case
of student start up
schemes, and
particularly how the
government is tackling
climate change and the
environment.
donate to causes in
unconventional ways
that eventuate in
market cut-through,
increase brand loyalty,
influence, stability and
credibility to those that
need it most.
partnering with some
of the most popular and
most loved commercial
brands in Melbourne,
leverage their brand
equity, including share
of voice, influence and
reach.
2
MECO6935 | SID | Media Campaign
generally have a
disposable income that
is used irresponsibly
(i.e. nights out, travel
and fashion).
To condense this, we arrived with something more easily understood:
GET Discouraged, entitled and time-conscious youth
WHO Believe donating money to charities is old fashioned, untrustworthy and a
waste of time
TO Give where it matters most
BY Getting them to donate when they don’t even notice it
SO We get people getting excited about making an impact (while priming a
retained donor base)
Anticipated human insight and proposition before research, later to be developed:
HUMAN INSIGHTS Young people inherently distrust charities when they can’t see the social proof.
PROPOSITION The non-charity charity.
STRATEGIC APPROACH
We are approaching this brief with the double diamond framework; which allows us to split into a problem
space and solution space. The problem space involves discovering through research and defining through
insights. The solution space provides us opportunity to ideate solutions and plan for delivery.
3
MECO6935 | SID | Media Campaign
WHAT SUCCESS LOOKS LIKE
Growth in a younger donor base, as well as an uptake of brand partnership with Melbourne City Mission.
Discovery
The discovery phase included an analysis of channels (social, website and email), audiences and
competitors (both charities and partnerships).
CHANNEL ANALYSIS
4
MECO6935 | SID | Media Campaign
5
MECO6935 | SID | Media Campaign
Meaning, it's very holistic and can help in many different ways - good for consumers and partners to
choose their cause.
CHANNEL FINDINGS
AUDIENCES
There is a disconnect between people who help MCM, prospect donors and volunteers and the people
who work with MCM; partners, government and media. MCM is the link between the two by cultivating an
active community to amplify MCM’s status as Melbourne’s leading, innovative and trusted charity.
6
MECO6935 | SID | Media Campaign
COMPETITORS - CHARITIES
The following table positions each of MCM’s direct competitors on a scale of how much they focus on
fundraising, versus their visibility on impact (i.e. where donations and funding goes). We found that most
of these sit neither in a high transparency nor skew either way on fundraising. Therein lies an opportunity
to rise above the rest where we know their potential donors care most; high impact with high
transparency.
Competitor landscape for not-for-profits, with MCM desired positioning
COMPETITORS - FOR PURPOSE BUSINESSES
The following scale positions local for-purpose businesses on their focus and size of business (which
ultimately affects their impact). It indicates how diverse an impact MCM can make by partnering with
these businesses.
7
MECO6935 | SID | Media Campaign
Competitor landscape for for-purpose companies.
Ultimately, we are leveraging both the equity of these much loved brands and using it as an incentive for
people to buy (answers the “what’s in it for me” issue) and also giving to a good cause to make a
difference.
Define
Refining our approach by redefining the problem - a well defined problem is a problem half-solved
afterall! Backed by research and findings from research.
8
MECO6935 | SID | Media Campaign
INSIGHTS BACKED BY RESEARCH
9
MECO6935 | SID | Media Campaign
10
MECO6935 | SID | Media Campaign
11
MECO6935 | SID | Media Campaign
KEY FINDING
Young people struggle to see a
connection between their donation
and where it goes to help
12
MECO6935 | SID | Media Campaign
USER JOURNEY MAP
REDEFINING THE PROBLEM
Upon our learnings from our research, we redefined the problem to help create a more effective solution.
We then looked for the intersection of the product/ service, cultural and consumer truth that gives MCM a
positioning that is unique and ownable in the market (Cole, 2013).
The campaign idea produced itself in this process to shop with a cause, but this is later developed in the
next stage.
13
MECO6935 | SID | Media Campaign
Developing
During this stage we ideated solutions; posing the question, “how might we…” and producing possible
concepts for execution.
WEBSITE HUB
The website would primarily serve as an affiliate site, generating on a brand and product level the
products or services consumers want to buy. This could be filtered by the cause, the product or the
business (e.g. toilet paper from Who Gives a Crap or a long sleeved top from HoMie). The website would
feature ways to track your impact, funding break-down and a way to visualise the impact on different
causes by brand.
14
MECO6935 | SID | Media Campaign
SOCIAL MEDIA
Social advertising would be used to drive awareness and send people further down the funnel to
purchase. Similar to most e-commerce tactics, conversion ads through carousel would be used and more
engagement content like Instagram Stories would be used to raise awareness and in-depth, engaging
content.
PARTNERS
Delivery
Planning the campaign roll-out, including deliverable deadlines, communications planning and light
media plan to enable execution of campaign.
15
MECO6935 | SID | Media Campaign
COMMUNICATIONS PLAN
KEY MESSAGING
For partners
Awareness Conversion
Communities in need
There are people and companies who need our
help, who can leverage the power and equity of
your business
Join the movement of change
You can help be the change your local community
needs
For audience
This would be driven through a two-pronged approach.
1. Awareness of the affiliate website itself
Awareness Conversion Nurture
All your favourite brands in one
place
P.s. it’s all for good
Did you forget something?
Retargeting audiences with
content viewed on specific pages
Hey, did you know…
Your purchase went a lot further
than you think, here’s who you
just saved!
2. Awareness through partners
More subtle, brands can communicate messaging that promotes their support for good causes.
16
MECO6935 | SID | Media Campaign
MEDIA PLAN
17
MECO6935 | SID | Media Campaign
CAMPAIGN ROLL-OUT
18
MECO6935 | SID | Media Campaign
References
● Anon (2017) Report Summarizes Social Science Study Findings from Royal Melbourne Institute of
Technology University (Youth homelessness: A social justice approach)
● Brennan, L. et al, D (2014), ‘Social Marketing and Behaviour Change: Models Theory and
Applications’. Elgar Edward Publishing Ltd UK.
● Demasi, L. (2018). We have got it all wrong on Millennials. [online] Roy Morgan. Available at:
http://www.roymorgan.com/findings/7673-australian-millennials-july-2018-201807260344
[Accessed 23 May 2019].
● Jonas, W, Zerwas, S, & von, AK (eds) 2015, Transformation Design : Perspectives on a New Design
Attitude, Walter de Gruyter GmbH, Basel/Berlin/Boston. Available from: ProQuest Ebook Central. [5
June 2019].
● Jordan, Lucinda M (2012) Young people’s experiences of homelessness and policing in Melbourne
‘I’m not sure what I feel more scared of, the cops or the people out there’. Parity. 25 (2), 38–39.
● Levine, M. (2019). Social Media deeply distrusted by Australians. [online] Roy Morgan. Available at:
http://www.roymorgan.com/findings/7640-social-media-distrusted-june-2018-201806260211
[Accessed 6 Jun. 2019].
● Montgomery, A. et al. (2012) Collective Social Entrepreneurship: Collaboratively Shaping Social
Good. Journal of Business Ethics. [Online] 111 (3), 375–388.
● Morris, N. (2019). Slowdown in giving to charity a major issue. [online] Roy Morgan. Available at:
http://www.roymorgan.com/findings/7885-slowdown-in-giving-to-charity-a-major-issue-2019022
12238 [Accessed 6 Jun. 2019].
● Patterson, Sally J. & Radtke, Janel M. (2009) Strategic communications for nonprofit organizations :
seven steps to creating a successful plan . 2nd ed. Hoboken, N.J: Wiley.
● Wade, M. (2019). Australians are giving less to charity. Here's why. [online] The Sydney Morning
Herald. Available at:
https://www.smh.com.au/opinion/australians-are-giving-less-to-charity-heres-why-20171017-gz2
oop.html [Accessed 6 Jun. 2019].
19
学霸联盟
MECO6935: Professional Project
Student Name
SID
A media campaign submitted to fulfil requirements for the degree of Master of Digital Communications &
Culture
MECO6935 | SID | Media Campaign
Melbourne City Mission Campaign
Combating legacy charities’ fundraising functionalities and processes
Contents
Project overview & brief 1
THE PROBLEM 1
STRATEGIC VISION 2
STRATEGIC APPROACH 3
WHAT SUCCESS LOOKS LIKE 4
Discovery 4
CHANNEL FINDINGS 6
AUDIENCES 6
COMPETITORS - CHARITIES 7
COMPETITORS - FOR PURPOSE BUSINESSES 7
Define 8
INSIGHTS BACKED BY RESEARCH 9
KEY FINDING 12
USER JOURNEY MAP 13
REDEFINING THE PROBLEM 13
Developing 14
WEBSITE HUB 14
SOCIAL MEDIA 15
PARTNERS 15
Delivery 15
COMMUNICATIONS PLAN 16
KEY MESSAGING 16
MEDIA PLAN 17
CAMPAIGN ROLL-OUT 18
References 19
Project overview & brief
THE PROBLEM
Funding and support for many charities across the country are facing considerable decreases because of
an aging population in Australia. There are less young people than there were a generation ago, and there
1
MECO6935 | SID | Media Campaign
are dwindling signs that this will change in generations to come. According to studies conducted by
Australian research, Roy Morgan, Australia is faced with a culture that is inwardly focused, who have a
growing disposable income and entitled to anything from a house to $22 avocado on toast. There’s little
time and effort to be dedicated to people and causes that matter (Demasi, 2018). Beyond this cause, there
are two leading factors contributing to this decrease in giving. The first is the fact legacy brands are losing
trust from their younger donors; they’re less innovative, energetic and stuck in their traditional ways of
giving compared to their smaller, more lively and evolved start-up counterparts. Secondly, this campaign
aims to identify the reasons why young Australians aren’t giving as generously as their baby boomer
counterparts, and why it is the charity itself that needs to see change, rather than a change in young
people’s behaviour. For the purpose of this project, the media campaign will focus on the latter two areas.
STRATEGIC VISION
Melbourne City Mission came to us with a brief; Why aren’t young people giving? Do they just not care? We
realised that it wasn’t just a need to win the hearts and minds of youth in Melbourne, but rather, to change
the way they view charities and the way they engage with them; we needed to go beyond donations and
volunteering. What has come to fruition is a media campaign backed by human-centred and
transformation design (Jonas, 2015).
We tackled the brief with the following approach:
GET WHO TO BY
the youth of
Melbourne - those that
may be aged between
16-28, who are
passionate about
making an impact;
wanting to give to those
less fortunate, provide
them with
opportunities to live to
their full potential, with
security and comfort.
They’re fashionable,
digitally savvy,
time-conscious, though
are dissatisfied with
the federal government
and its decisions
affecting young people,
particularly in the case
of student start up
schemes, and
particularly how the
government is tackling
climate change and the
environment.
donate to causes in
unconventional ways
that eventuate in
market cut-through,
increase brand loyalty,
influence, stability and
credibility to those that
need it most.
partnering with some
of the most popular and
most loved commercial
brands in Melbourne,
leverage their brand
equity, including share
of voice, influence and
reach.
2
MECO6935 | SID | Media Campaign
generally have a
disposable income that
is used irresponsibly
(i.e. nights out, travel
and fashion).
To condense this, we arrived with something more easily understood:
GET Discouraged, entitled and time-conscious youth
WHO Believe donating money to charities is old fashioned, untrustworthy and a
waste of time
TO Give where it matters most
BY Getting them to donate when they don’t even notice it
SO We get people getting excited about making an impact (while priming a
retained donor base)
Anticipated human insight and proposition before research, later to be developed:
HUMAN INSIGHTS Young people inherently distrust charities when they can’t see the social proof.
PROPOSITION The non-charity charity.
STRATEGIC APPROACH
We are approaching this brief with the double diamond framework; which allows us to split into a problem
space and solution space. The problem space involves discovering through research and defining through
insights. The solution space provides us opportunity to ideate solutions and plan for delivery.
3
MECO6935 | SID | Media Campaign
WHAT SUCCESS LOOKS LIKE
Growth in a younger donor base, as well as an uptake of brand partnership with Melbourne City Mission.
Discovery
The discovery phase included an analysis of channels (social, website and email), audiences and
competitors (both charities and partnerships).
CHANNEL ANALYSIS
4
MECO6935 | SID | Media Campaign
5
MECO6935 | SID | Media Campaign
Meaning, it's very holistic and can help in many different ways - good for consumers and partners to
choose their cause.
CHANNEL FINDINGS
AUDIENCES
There is a disconnect between people who help MCM, prospect donors and volunteers and the people
who work with MCM; partners, government and media. MCM is the link between the two by cultivating an
active community to amplify MCM’s status as Melbourne’s leading, innovative and trusted charity.
6
MECO6935 | SID | Media Campaign
COMPETITORS - CHARITIES
The following table positions each of MCM’s direct competitors on a scale of how much they focus on
fundraising, versus their visibility on impact (i.e. where donations and funding goes). We found that most
of these sit neither in a high transparency nor skew either way on fundraising. Therein lies an opportunity
to rise above the rest where we know their potential donors care most; high impact with high
transparency.
Competitor landscape for not-for-profits, with MCM desired positioning
COMPETITORS - FOR PURPOSE BUSINESSES
The following scale positions local for-purpose businesses on their focus and size of business (which
ultimately affects their impact). It indicates how diverse an impact MCM can make by partnering with
these businesses.
7
MECO6935 | SID | Media Campaign
Competitor landscape for for-purpose companies.
Ultimately, we are leveraging both the equity of these much loved brands and using it as an incentive for
people to buy (answers the “what’s in it for me” issue) and also giving to a good cause to make a
difference.
Define
Refining our approach by redefining the problem - a well defined problem is a problem half-solved
afterall! Backed by research and findings from research.
8
MECO6935 | SID | Media Campaign
INSIGHTS BACKED BY RESEARCH
9
MECO6935 | SID | Media Campaign
10
MECO6935 | SID | Media Campaign
11
MECO6935 | SID | Media Campaign
KEY FINDING
Young people struggle to see a
connection between their donation
and where it goes to help
12
MECO6935 | SID | Media Campaign
USER JOURNEY MAP
REDEFINING THE PROBLEM
Upon our learnings from our research, we redefined the problem to help create a more effective solution.
We then looked for the intersection of the product/ service, cultural and consumer truth that gives MCM a
positioning that is unique and ownable in the market (Cole, 2013).
The campaign idea produced itself in this process to shop with a cause, but this is later developed in the
next stage.
13
MECO6935 | SID | Media Campaign
Developing
During this stage we ideated solutions; posing the question, “how might we…” and producing possible
concepts for execution.
WEBSITE HUB
The website would primarily serve as an affiliate site, generating on a brand and product level the
products or services consumers want to buy. This could be filtered by the cause, the product or the
business (e.g. toilet paper from Who Gives a Crap or a long sleeved top from HoMie). The website would
feature ways to track your impact, funding break-down and a way to visualise the impact on different
causes by brand.
14
MECO6935 | SID | Media Campaign
SOCIAL MEDIA
Social advertising would be used to drive awareness and send people further down the funnel to
purchase. Similar to most e-commerce tactics, conversion ads through carousel would be used and more
engagement content like Instagram Stories would be used to raise awareness and in-depth, engaging
content.
PARTNERS
Delivery
Planning the campaign roll-out, including deliverable deadlines, communications planning and light
media plan to enable execution of campaign.
15
MECO6935 | SID | Media Campaign
COMMUNICATIONS PLAN
KEY MESSAGING
For partners
Awareness Conversion
Communities in need
There are people and companies who need our
help, who can leverage the power and equity of
your business
Join the movement of change
You can help be the change your local community
needs
For audience
This would be driven through a two-pronged approach.
1. Awareness of the affiliate website itself
Awareness Conversion Nurture
All your favourite brands in one
place
P.s. it’s all for good
Did you forget something?
Retargeting audiences with
content viewed on specific pages
Hey, did you know…
Your purchase went a lot further
than you think, here’s who you
just saved!
2. Awareness through partners
More subtle, brands can communicate messaging that promotes their support for good causes.
16
MECO6935 | SID | Media Campaign
MEDIA PLAN
17
MECO6935 | SID | Media Campaign
CAMPAIGN ROLL-OUT
18
MECO6935 | SID | Media Campaign
References
● Anon (2017) Report Summarizes Social Science Study Findings from Royal Melbourne Institute of
Technology University (Youth homelessness: A social justice approach)
● Brennan, L. et al, D (2014), ‘Social Marketing and Behaviour Change: Models Theory and
Applications’. Elgar Edward Publishing Ltd UK.
● Demasi, L. (2018). We have got it all wrong on Millennials. [online] Roy Morgan. Available at:
http://www.roymorgan.com/findings/7673-australian-millennials-july-2018-201807260344
[Accessed 23 May 2019].
● Jonas, W, Zerwas, S, & von, AK (eds) 2015, Transformation Design : Perspectives on a New Design
Attitude, Walter de Gruyter GmbH, Basel/Berlin/Boston. Available from: ProQuest Ebook Central. [5
June 2019].
● Jordan, Lucinda M (2012) Young people’s experiences of homelessness and policing in Melbourne
‘I’m not sure what I feel more scared of, the cops or the people out there’. Parity. 25 (2), 38–39.
● Levine, M. (2019). Social Media deeply distrusted by Australians. [online] Roy Morgan. Available at:
http://www.roymorgan.com/findings/7640-social-media-distrusted-june-2018-201806260211
[Accessed 6 Jun. 2019].
● Montgomery, A. et al. (2012) Collective Social Entrepreneurship: Collaboratively Shaping Social
Good. Journal of Business Ethics. [Online] 111 (3), 375–388.
● Morris, N. (2019). Slowdown in giving to charity a major issue. [online] Roy Morgan. Available at:
http://www.roymorgan.com/findings/7885-slowdown-in-giving-to-charity-a-major-issue-2019022
12238 [Accessed 6 Jun. 2019].
● Patterson, Sally J. & Radtke, Janel M. (2009) Strategic communications for nonprofit organizations :
seven steps to creating a successful plan . 2nd ed. Hoboken, N.J: Wiley.
● Wade, M. (2019). Australians are giving less to charity. Here's why. [online] The Sydney Morning
Herald. Available at:
https://www.smh.com.au/opinion/australians-are-giving-less-to-charity-heres-why-20171017-gz2
oop.html [Accessed 6 Jun. 2019].
19
学霸联盟
