Taylor Thornton

MediaCom, Sydney

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The College Exchange

1- The College Exchange

Audience: 18-35 year old college/university students

Insight: College students want to give without giving up.

Aim: Motivate college students to make some extra $$ while supporting a ‘for purpose’ charity, PoP.

What: Create an online consumer to consumer network (similar to Ebay) that facilitates the purchase and exchange of unused items students want to sell for example textbooks, clothes to even cars, art and other creative services. Practically anything college kids are interested in.

How: The Seller lists a price for the item but also includes the percentage that is directly debited to PoP. For example, a textbook listed at $30 with a 20% donation listing, the buyer can see $6 of the purchase is going directly to PoP.

Solving the Problem:

Students are incentivised to sell items at a reasonable price with a higher percentage to PoP to attract buyers. Where percentages are likely to be highest is creative services. For example, student paintings/projects could be sold for $75 with 50% to PoP. This provides an opportunity for exposure and to make some money for both them and PoP.

$20 million exchanged in goods at an average of 5% donated (very conservative) and you’d reach $1 million.

How will people discover it?

I would seed out branded content that College students would find hilarious and inclined to share.

http://www.facebook.com/photo.php?v=10151317315105745

The site would have a simple mission statement and link to PoP.               

 

2- Reach for the Stars

Audience: Coffee drinkers 18- 49

Insight: People want to give without giving up (much)

Aim: Motivate people who use their loyalty cards at Starbucks to pay for their 7th coffee which is usually free with 100% of the sale going directly to PoP.

How: The Loyalty cards are offered as ‘Sponsoring a Child’ with a face, name and a link to find more about their story. Essentially, you have a child walking around with you in your pocket rather than blatant Starbucks branding. The emotional connection is critical to give up the free coffee.

Starbucks will fully disclose the amount raised in real time via the links to the children.

Solving the Problem:

With 28 coffees per loyalty card/sponsorship the consumer is donating 4 times per card. Average coffee is $3. Say.. 5 coffees per week on average, over 6 weeks the loyalty card has raised $12 for PoP. Starbucks would need to complete 84,000 loyalty cards on behalf of PoP to raise 1,000,000.

How will people discover it?

In-store promotion. Tangibility is crucial.

 

3- Lonely Planet Partnership

Audience: Backpackers throughout Guatemala

Insight: While Backpackers are infamous penny pinchers, they do consider the sustainable benefits of their actions when making tourism related decisions.

Aim: Editorialise/partner with the Lonely Planet to partner with Hostels in Guatemala. LP is reputable and often businesses that receive mention greatly increase their revenue. LP is not paid to make recommendations but if quality hostels listed became partners with a small percentage of dorm fees directly passed on to PoP.

How:            

Use a ‘key’ to reference the hostels that participate with a short overview at the beginning of the book/chapter of what PoP aims to achieve.

Solving the Problem:

Regardless, backpackers are going to spend their money on budget accommodation. While absorbed in a culture, they perceive themselves as being able to ‘leave their mark’ and improving the place.

How will people discover it?

Lonely Planet book, Lonely Planet Thorn Tree Travel Forum, Hostel World.

This could be linked to other tourist related activities.

 

 

 

 

 

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