Transcript
Page 1: Rebuilding the dream of a special one
Page 2: Rebuilding the dream of a special one

THE BIGGER PICTURE

PERFECT EQUALITYPRESENT LORENZ CURVEFUTURE LORENZ CURVE

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WHY A CHILD

DESIRE TO FORM A FAMILY

PSYCHOLOGICAL NEEDS

SENSE OF RELIABILITY

CONTINUING FAMILY LINEAGE

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WHY ADOPTING A CHILD

NOT BEING ABLE TO CONCEIVE

SENSE OF SELF SATISFACTION

GIVING BACK TO THE SOCIETY

BUT IN BANGLADESH

THE ONLY REASON IS

NOT BEING ABLE TO CONCEIVE

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PROBLEMS IN ADOPTING A CHILD

LEGAL ISSUES

SOCIAL PREJUDICE

SENSE OF DILEMMA

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SEGMENTATION

Geographic Segmentation

Area Urban Semi Urban Semi Rural Rural

Demographic Segmentation

AgeTeenage

13-19Adults20-35

Aged35-50

Senior Citizen50 Above

Income Segmentation

User Status Lower Class Lower Middle Class Middle Class Upper Middle Class Upper Class

Psychographic Segmentation

Physiological Safety Belonging Esteem Self Actualization

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TARGET AUDIENCE

Geographic Segmentation

Area Urban Semi Urban Semi Rural Rural

Demographic Segmentation

AgeTeenage

13-19Adults20-35

Aged35-50

Senior Citizen50 Above

Income Segmentation

User Status Lower Class Lower Middle Class Middle Class Upper Middle Class Upper Class

Psychographic Segmentation

Physiological Safety Belonging Esteem Self Actualization

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THE BIG IDEA

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ASMAR SHOPNO

THE STORY

EMOTIONAL CONNECTION

THE FACE

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HITTING YOUR CONSCIENCE

PEOPLE ARE GOOD

WANT TO BELIEVE THAT

DO NOT WANT TO TAKE RESPONSIBILITY

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MEDIA TOOLS

HIGH COST:

TVC

RADIO

BILLBOARDS

NEWSPAPER

LOW COST:

FACEBOOK

YOUTUBE

T-SHIRTS

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MEDIA TOOLS

SMS SERVICE

BANGLA MOVIE INTERVALS

BRAND AMBASSADORS

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DOCUMENTARY

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DOCUMENTARY

PRESENT CONDITION

HOW LIFE-STYLE IMPROVES

SIGNIFICANCE OF THE SITUATION

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MEDIA TOOLS

Year One Year Two Year Three

Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4

Documentary FACEBOOK & YOUTUBE

HIGH COST:

TVC LOW COST:

FACEBOOK

YOUTUBE

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ITTADI

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ITTADI

HIGH POPULARITY

PROMOTES SOCIAL CAUSE

FOLLOW UP OF THE CAUSE

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MEDIA TOOLS

ITTADI PROMOTION: NEWSPAPER

MEDIA TOOL: BTV

Year One Year Two Year Three

Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4

Ittadi

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THE FIELD MOVEMENT

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FIELD MOVEMENT

Direct Affiliation

Memorable

Crowd Reaction

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INITIAL PROJECT

DECLARATION OF THE CAMPAIGN

CALL FOR VOLUNTEERS

CAMPAIGN LAUNCH

MONITORING & EVALUATION

NEWER PLACES

CONDUCTING SURVEY

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INITIAL TARGET SPOTS GULSHAN

BANANI

DHANMONDI

MOHAMMADPUR

SHAHBAGH

TARGET REACH:DIRECTLY: 10,000

INDIRECTLY: 2,00,000

DHAKA CITY

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PROJECT EXPANSION

TRAINING VOLUNTEERS

DIVIDE THEM INTO GROUPS

SENDING THEM IN 7 DIVISIONS

REPEATING THE INITIAL PROJECT

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PROJECT EXPANSION DHAKA

RAJSHAHI

CHITTAGONG

SYLHET

KHULNA

BARISAL

RANGPUR

TARGET REACH:DIRECTLY: 30,000

INDIRECTLY: 6,00,000

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REGIONAL VOLUNTEERS

TRAINING VOLUNTEERS

DIVIDE THEM INTO GROUPS

SENDING THEM IN DIFFERENT

DISTRICTS

REPEATING THE INITIAL PROJECT

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IMAM PREACHING

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IMAM PREACHING

EXCELLENT TOUCH POINT

RELIGIOUS LEADERS

VERSES FROM THE QURAN

Year One Year Two Year Three

IMAM PREACHING Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4

RAMADAN PERIOD

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TELL YOUR STORY

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COMPARISON

HOW THEY HAVE BEEN LOVED

HOW THEIR LIFE CHANGED

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MEDIA TOOLS

HIGH COST:

RADIO

LOW COST:

FACEBOOK

Year One Year Two Year Three

Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4

Tell Your Story

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ASMAR GOLPO

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ASMAR GOLPO

COLLECTION OF STORIES

A STORY TELLER

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MEDIA TOOLS

HIGH COST:

NEWSPAPER

LOW COST:

FACEBOOK

WEBSITE

Year One Year Two Year Three

Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4

Asmar Golpo

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T20 WORLD CUP 2014

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T20 WORLD CUP

A COUNTRY FULL OF CRICKET LOVERS

THE 2ND RELIGION

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MEDIA TOOLS

Year One Year Two Year ThreeQ 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4

World Cup 2014

PROMOTION IN THE STADIUM

FACEBOOK HYPE

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FACEBOOK PAGE

& WEBSITE

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CAMPAIGN GANTT CHART

Year One Year Two Year Three

Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4

IDEA

Save Asma

Conscience

CAMPAIGNS

Field Movement

Ittadi

Imam Preaching

Documentary

Tell Your Story

Asmar Golpo

World Cup 2014

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COLLABORATING WITH THE NGOs

DEALING WITH PAPER WORKS

DEALING WITH SOCIAL DILEMMA

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MONITORING& EVALUATION

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MONITORING & EVALUATION

NUMBER TRACKING

SURVEYING

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CHALLENGES &

FEASIBILITIES

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CHALLENGES & FEASIBILITY

SOCIAL ISSUE:

Prejudice against adoption

Indifference/Ignorance

SOLUTION:

Proper info

Changing mindset

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CHALLENGES & FEASIBILITY

MONITORING ISSUE:

Volunteer EfficiencyFeedback

SOLUTION:

Surveying

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CHALLENGES & FEASIBILITY

MARKETING ISSUES:

ATL Market FREQUENCYIdea vs product

Gradual process of CHANGING the mindset.

SOLUTIONS:

Several CONTINGENCY plans.

Subtlety intended for INCEPTION

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CHALLENGES & FEASIBILITY

MANAGERIAL ISSUE:

Volunteer COORDINATION

SOLUTION:

One SUPERVISOR needed for each group

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CHALLENGES & FEASIBILITY

FINANCIAL ISSUE:

HUGE marketing budget needed

SOLUTION:

Govt. of Bangladesh having only 30% of media cost

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CHALLENGES & FEASIBILITY

RELIGIOUS ISSUE:

DIFFERENT RELIGIONS, DIFFERENT LAWS

MOTIVATING FACTOR

SOLTUTION:

CLEARING MISCONCEPTION

LEGAL LAW

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MARKETING BUDGET (YEAR ONE)

Year One Marketing Budget (BDT) TV Channels Quarter one Cost Quarter two Cost

NTV at news/daily 378,000.00 at special hour 434,700.00

ATN at news/daily 415,800.00 at special hour 302,400.00

ATN NEWS at news/daily 283,500.00 at special hour 283,500.00

DESH at news/daily 249,480.00 at special hour 294,840.00

1,326,780.00 1,315,440.00

Newspaper Quarter one Cost Quarter two Cost

Daily Star 1st page once 69,930 last page/monthly 181,440

Prothom Alo 1st page once 66,600 last page/monthly 172,800

Kaler Kontho 1st page once 52,200 last page/monthly 135,000

Ittefaq 1st page once 46,620 last page/monthly 120,960

Bangladesh Protidin 1st page once 57,600 last page/monthly 151,200

292,950 761,400

Billboards Quarter one Cost Quarter two Cost

Premium 40 2,400,000

Medium 40 1,920,000

Small 40 1,800,000

6,120,000

Radio costs Cost/year Concerts Cost/year

6 FM stations 324,000 2 concerts 2,000,000

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BUDGET FORECASTING

Total cost year one 15,758,750

Total cost year two 7,549,020

Total cost year three 11,942,010

Total 35,249,780

T-shirts 2,000,000Salaries 1,500,000Other 3,500,000Production Cost 20,000,000

Total 7,000,000

Estimated Marketing Budget 62,249,780

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CONTINGENCY PLANContingency Marketing one (Aggressive Marketing Budget)

TV Channels Quarter one Cost Quarter two Cost NTV at news/daily 378,000 at special hour 434,700 ATN at news/daily 415,800 at special hour 302,400 ATN NEWS at news/daily 283,500 at special hour 283,500 DESH at news/daily 249,480 at special hour 294,840

1,326,780 1,315,440

Newspaper Quarter one Cost Quarter two Cost

Daily Star 1st page once 69,930 last page/monthly 181,440

Prothom Alo 1st page once 66,600 last page/monthly 172,800

Kaler Kontho 1st page once 52,200 last page/monthly 135,000

Ittefaq 1st page once 46,620 last page/monthly 120,960

Bangladesh Protidin 1st page once 57,600 last page/monthly 151,200 292,950 761,400

Billboards Quarter one Cost Quarter two Cost Premium 40 2,400,000 Medium 40 1,920,000 Small 40 1,800,000

6,120,000

Radio costs Cost/year Concerts Cost/year 6 FM stations 324,000 2 concerts 2,000,000

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CONTINGENCY PLAN

Newspaper Quarter one Cost Quarter two Cost

Daily Star last page/monthly 181,440

Prothom Alo last page/monthly 172,800

Kaler Kontho last page/monthly 135,000

Ittefaq last page/monthly 120,960

Bangladesh Protidin last page/monthly 151,200

761,400

Billboards Quarter one Cost Quarter two Cost

Premium 40 2,400,000

Medium 40 1,920,000

Small 40 1,800,000

6,120,000

Radio costs Cost/year

6 FM stations 324,000

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SROI CALCULATION

Population 150,000,000

Per capita income 67,840

Income 10,176,000,000,000 % income of bottom 10% 1%% income of upper 20% 52%

Cost incurred by Govt. for upper 20% 25,000

Cost incurred by Govt. for bottom 10% 24,000

Difference in rearing cost 1,000

Life Expectancy 68

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TARGET REACH

YEAR ONE YEAR TWO YEAR THREE

TARGET REACH 10000 20000 35000

0

5000

10000

15000

20000

25000

30000

35000

40000

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SROI CALCULATION

PCI of upper 20% 176,384

PCI of lower 10% 6,784

PC Difference in income 169,600

PC Total Income difference 11,532,800

PC Total Rearing cost difference 68,000

Total Reach 65,000

Total Social Return 749,632,000,000

Total Rearing cost 4,420,000,000

Total Marketing Budget 62,200,000

Total Investment 4,482,200,000

SROI 167.2464

Projected Reach 1st year 2nd year 3rd year 10,000 20,000 35,000

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SOCIAL PREJUDICE

ASMAR SHOPNO

CAMPAIGNS

SROI

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