OVERVIEW

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Rays of Hope Initiative Limited (ROHI) is a non-profit organisation and serves as a bridging platform to assist donors in helping them give back to the community.

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This campaign was about the Journey of Giving and Making, curated with an aim to encourage more youths among the age of 17 to 25 years old to contribute their time with ROHI as volunteers. In addition, the campaign targeted young working adults aged between 21 to 50 years old to share their income with ROHI as donations.

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PRIOR RESEARCH

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Statistics on Volunteerism & Philanthropy in Singapore

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The team conducted a secondary research online to find out the volunteerism and philanthropy trend in Singapore. 

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It was seen that there was a rise in volunteerism with the data showing the 25% volunteerism rate in 2014 while 51% volunteerism rate in 2016. This gave the team an opportunity to further tap onto the increasing trend of volunteering.

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ABOUT #GiveNMake

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#GiveNMake came about the idea of how by giving a little, one can help make someone's day better. By giving their time and money to ROHI, they will be able to benefit and make someone's day better through ROHI's regular house visits and events.

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KEY OBJECTIVES

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With #GiveNMake, we aim to raise awareness and encourage Youths to volunteer by increasing ROHI website traffic by 100% (407 to 800) and increasing the number of young volunteers by 30%, through an integrated marketing campaign, over a period of 1 month.

 

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TARGET AUDIENCE

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MARKETING STRATEGY

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Social Media (Facebook)

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The team proposed to tap onto Social Media Advertising on ROHI’s existing Facebook page.

Content like Posters and Videos will be published as both organic and promoted content on the various media vehicles.

 

Direct Marketing

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The team pitched to incorporate the campaign into ROHI's annual e-newsletters for sharing with existing subscribers of the e-newsletters.

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Media Relations & Coverage

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Media press kits will be implemented as part of the #GiveNMake campaign and sent out to local news outlets to further enhance the campaign's reach and awareness.

 

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CREATIVE STRATEGY

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Campaign Posters

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Campaign Video

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

TIMELINE

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Campaign Duration

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The entire campaign period will be over a course of 2 months – including post campaign evaluation.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

EVALUATION

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At the end of the campaign, an evaluation will be done on the campaign to analyse its success based on five criteria.

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Social Media Analytics​

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To measure the engagement rates and reach generated from the digital collaterals on the various social media platforms.

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Direct Marketing Statistics

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To measure on the click through rate of the e-newsletters sent out.

 

Advertising Value Equivalent

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To calculate the value of earned PR coverage from client's campaign based on the media coverage.

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Social Media Mentioning

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To observe for any potential for campaign video to go viral on monitoring platforms.

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Website Analytics

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To analyse the number of unique visitors and bounce rates on ROHI's website.

 

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BUDGET

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Total campaign budget adds up to a total of $1,356 which includes all media and production budget.

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Special Thanks:

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Miss Fiona Siew (RP Lecturer)

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