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marketing plan

Dont be kind. Be conscious.

By Meghana Indurti, Haram Kim, Annie Martinez, Punya Narayan, Mackenzie Tucker, Cassandra Tulloh

Table of Contents
Executive Summary Who are we? Product, Place, Promotion Target Market Positioning External Analysis SWOT Analysis Competitor Analysis Implementation Timeline Measurement Budget References 2 3 4 6 10 11 12 14 16 19 20 21 22

Executive Summary
If you ask one hundred people to define compassion, you will get one hundred different meanings. We all desire to live compassionately, but lack the understanding of what that lifestyle entails. However, the absence of a universal concept provides us with an opportunity to define what it means to truly live compassionately, and provide specific ways to do so. We know that each individual is capable of this lifestyle and has an inner compass to guide their compassionate behavior. Therefore we will use the symbol of a compass to brand a new conscious way of living. Compassion will exist to show each individual how to use his or her inner compass to live the compassionate way they already desire. We will instill the message that true compassion, though often confused with kindness, is about consciously being aware of others needs and identifying with their struggles. The campaign will initially focus on the millennial target market that often gets lost in the meaning of compassion and are at a point in their lives where they are gaining skills to become future world leaders. This is a segment that has the ability to spread and collaborate on ideas with their peers through ever-evolving technology. We will access them through an integrated platform of familiar social media and engage the segment through user-generated content, giving them an opportunity to contribute to the campaign. Our Compassion Manual fulfills the need of the target markets desire to get involved with something meaningful through clear instruction of how to live compassionately. While the Manual offers ideas for compassionate acts, it is simply meant to be a catalyst, not a to-do list, as the millennials reject the idea of having just another task to complete. After launching at the University of Toronto, we will expand to a network of other university campuses. Never seeking a profit, we will subsist and rely on social media promotion and the momentum gained from the roll-out and location-based marketing to increase campaign awareness. Ultimately, Compassion aims to create an ever-growing network of communities that continuously identify the importance of conscious compassion in their lives. Students will transfer the effects of daily compassionate behavior into the community through their future conduct. They will learn to be aware of their own compass and inspire others to do the same. The new mindset regarding compassion will transcend differences in age and culture. In the future, we hope to expand internationally, continuing until there is a universal understanding of compassion that is defined not by words, but by conscious thoughtful actions towards others and deeper attention to the shared sorrows and joys of humanity.

who are we?

To be the organization that defines, motivates and fosters the integration of compassion into a lifestyle.

To create a sustainable way of fostering compassionate acts and empowering people and communities in a way that incorporates compassion into daily culture so that it becomes a lifestyle.

A compass gives direction. Every person has an internal compass pointing them in the direction their life is taking. Compassion aims to calibrate every persons internal compass, guiding them towards compassionate acts.

Our product, Compassion, aims to advance the selfless actions, positive emotions, and other feelings that compassion represents. We provide a forum where users can view other users acts of compassion and post the acts they have experienced in their own lives. This transparency and co-creation will lead the campaign to grow from the participants emulating selfless behavior to fostering a more compassionate society.

The initial launching location of Compassion will take place at the University of Toronto. Toronto is the biggest city in Canada and the fourth largest city in North America. Due to the online nature of this campaign, future plans include expanding to other university campuses in Canada, the US, and eventually the world. The campaign will begin with a launch event that will garner significant attention, the goal of which being to lead the target market to connect with the campaign online and be active participants and proponents of the project.

Promotion is the most important aspect of Compassion. We will utilize social and online media to reach our target market. We will leverage our target markets propensity to interact with the world through social media usage to further our mission of spreading compassion. The Compassion website will aggregate all social media content, including Facebook, Twitter, YouTube and Instagram. Compassion on Facebook will display information about the project as well as providing a space for users to connect with each other. Compassion on Facebook will also offer subgroups by location to facilitate local meet-ups and collaborative efforts. These subgroups are specialized by location, allowing a closer community of Compass ion participants, along with events unique to the area. Compassion on Twitter will provide current news about the project, acting as engagement for users through another venue. Instagram, another form of social media, which is a compilation of snapshots and short videos, will be utilized to showcase compassionate acts. Compass ion will post encouraging videos on YouTube, allowing cocreation with users, as users can upload their own videos. All social media outlets will be measured using tools including Google Analytics and Bitly to understand audience reach and involvement.

Target Market
The millennial generation, made up of consumers aged roughly 18-24, is the target market for Compassion. We chose this as the target market for Compassion because these consumers are either currently enrolled in university or have just graduated and will be future world leaders. University campuses are an ideal place for Compassion to flourish because it provides a community of individuals who are service-minded and collaborative. The Canadian and US millennial generations are unique from previous generations in that they were raised in a time of unprecedented economic growth, educated during a time when self-esteem was a prioritized goal, and are natural users of technology and social media. Our primary target market, Canada millennials, are described below. While the US is a secondary target market, characteristics of the segments are very similar. The Canadian millennial generation can be segmented into six clusters based on 14 characteristics and personality traits that share similar personalities and outlooks.



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Achiever Annie
Annie knows what she wants and is willing to pursue it. She strives to do everything with her best effort and wants to be at the top of her class and the top of her field. She likes to dress well and stay up-to-date on the latest trends. While knowing her limitations, she is willing to find the resources and support she needs. Annie wants to make a positive difference in anything she is involved in. Achievers are mostly female, with only one tenth of Achievers being male. 50% of the Achievers are currently enrolled in university, and one in three plan on returning to school. Finding meaningful employment is one of Annies main concerns, as well as finding stability and the capability to live a comfortable life.

Pacer Paul
Paul is outwardly shy, but he is connected, independent, and confident. Paul often prefers to stay home and stay connected online. He is an important trendsetter for technology and prefers to congregate with people who have similar interests, usually via social networks, online groups, and multiplayer video games. Pauls defining feature is his enjoyment of challenging and testing his limits. The majority of the Pacers are male, with about one in three Pacers having both parents from outside of Canada. Pacers are more likely to have at least one immigrant parent than other segments. Paul is concerned with finding balance in his work between innovation and traditional values.

Sparky Sammie
Sammie is eco-conscious, creative, and wants to make a difference in society. Sammie values free time and prefers to be in the city where she can be close to everything. She has a clear moral code of what is right and wrong which strictly guides her. Sparks like Sammie make up 20% of Canadian millennials, with two out of three being female. This group struggles to adapt into the typical nine to five office culture and they strive to find a job where they can express themselves.

Stampeder Sam
Stan likes to be the center of everything and goes after all of lifes challenges. He is athletic, adventurous, and cultured. He also likes to party, play video games, and watch sports while being ecoconscious and aware of new technology. Stan likes to set himself apart from the rest of the crowd and is well-liked among individuals in his networks who know him, although he may seem threatening to some of his peers. He values his relationships and recognizes that these connections are integral to his success. Stan and his other Stampeders make up one in ten Canadian millennials. The Stampeders are more concerned about finding a job where they can make a high salary and have a good living; they are concerned about getting into the industry they want and getting ahead.

Simple Life Sven

Sven is easy-going and comfortable with an uncomplicated routine. Svens goal is financial independence, guided by his pragmatism and rationality. Sven is aware of trends, but he wont change his entire wardrobe just to stay in the know. He makes his purchase decisions based on a balance of price and functionality. Sven will not question his guiding morals and will not necessarily share his specific viewpoints on an issue, though he is aware of current events. Simple Lifers have a 50-50 split between genders. Most members of the Simple Lifers have a university degree or attended university, while about a third are currently enrolled in university. The Simple Lifers like Sven consider the reliance on technology as a key issue for the millennial generation.

Firey Francesca
The Firefly is the last type of Canadian millennial. Francesca is adventurous, outgoing, carefree, and wants to be the life of the party. Despite her wild ways, she still hopes to make a difference in the world someday. She also wants to do what is best and make the right decisions. Francesca and other Fireflies are friendly and will use their social skills to make sure that everyone is included. While they want to work together with their peers, they will not do something that they believe to be wrong. Fireflies are mostly female. This group struggles with their independence and is concerned with the pressure to pay off student loans, find a stable job, and purchase a house and a car. When the Fireflies move into the workplace, they can have trouble connecting with older generations because they feel misunderstood.

Separate from these six personality types, millennials represent the target generation at an international level. Millennials can be characterized by their technology use since they grew up using the internet and use multiple electronic devices. Millennials are also known as the connected generation because of their perpetual use of devices to stay connected to on-going virtual relationships and conversations with friends. 80-90% of millennials use social media and 75% have created a profile on a social networking website. Millennials are 2.5 times more likely to be an early adopter of technology than older generations. 56% of millennials report that they are usually one of the very first to try new technologies or are among the first group to try a new technology. Contrast this with non-millennials, 35% of whom wait a year before trying a new technology and 22% admit that they wait until a new technology has become mainstream and wellestablished. Non-profit statistics 67% have interacted with a non-profit on Facebook 75% gave a financial gift in 2011 63% volunteered with a non-profit in 2011

Market research on millennials provides insights into consumer behavior. Key insights related to Compassion include the target markets interest in participative marketing, self-identification as content creators and users, motivation for living healthy lifestyles, pursuit of peer affirmation, and consideration of cause-marketing in their consumption behavior.

The Compassion campaign attempts to define what compassion really is, in a manner that differentiates our voice from existing organizations. Unlike many organizations that focus on just social good and helping underprivileged people, Compassion aims to increase the wellbeing of people everywhere, with emphasis on each individuals impact on society. Our impressionable target market often is unaware of the fact that compassion is more than just being nice, and as such may get our campaign mixed with other foundations. Compassion is positioned to teach the individuals to be conscious about their impact on others, and live out the golden rule. We are different from other organizations because we aim to elicit innate compassionate nature of people. We ask our participants to not just do good acts, but do these acts as if they were being done to themselves. The compass in our campaign is a relatable and memorable metaphor, reminding individuals to learn to use their inner compass to find their already compassionate nature. We have worked hard as a team to create a campaign that understands our consumer and their lifestyle. Our social media strategy is devoid of clutter and annoyances, reaching our target market effectively and efficiently as another differential strategy . The clean interface allows our target audiences to act on their inspiration and shape the definition of compassion to their own capacity. By providing a host of examples tailored for each social media channel, every consumer will be reached. Beyond our website, Compassion reaches out to students on an individual level and integrates this passion into an education. We will not compete with the other student organizations and activities, but rather collaborate and give incentive to those clubs that are already doing good.


External Analysis
Factors to consider when evaluating the external environment of Compassion include all current existing social not-for-profit institutions, trends, and relevant marketing technology advancements. Compassion is changing from an abstract, philosophical concept to a source of education and thought-provoking action for variety of organizations. Areas that have begun to develop interest in, implement, and integrate compassion include both lower and higher level educational institutions, healthcare providers, businesses and corporations, political entities, the military, prisons, and religious communities.

Analyzing the variables of the current environments perceptions of compassion is difficult because the definition of compassion varies from individuals to even cultures. Even more so, compassion is not a product with a unilateral purpose or use. Opportunities for a strategic campaign to cultivate a rebranded compassion might include incorporation of compassion applications in the mentioned fields. In education, universities such as Stanford and Emory are developing compassion cultivation training centers that provide training for parents, caregivers, educators, and anyone seeking training. Instilling compassionate behavior in children as they develop social skills is a rising primary goal of parents and educational institutions in general. The Emory-Tibet Partnership trains healthcare practitioners to take advantage of the correlation between compassionate behavior and mental and physical health. The rise in innovative healthcare is leading the development of healthcare centers with a vision to remind people the benefits of a selfless lifestyle. The spreading of such practices shows yet another way of how people are approaching the correlation between a compassionate lifestyle and its benefits in the individuals wellness and sense of self. Shifting dynamics in the world of business include globalization, increased communication between companies and consumers, and the rising importance of corporate ethics and social responsibility. These changes are redefining how companies stay competitive while contributing to the world, leading companies to incorporate compassion into their employee training programs and participate in charitable donations and nonprofit alliances. Graduate and undergraduate business programs at universities also recognize the need to foster compassion in future business leaders through compassion focused curricula.


Capitalizes on social media use of millennial target market to spread compassion Easy point of access = A point main website that aggregates all the individual stories Localization = Groups in different cities to create a network of compassion Co-creation aspect will encourage collaboration between target market

Implementation of a global strategy is difficult and costly The effectiveness of the Compassion project is hard to measure outside of social media Persuading our definition of compassion and its debatable applicability in every situation

When there is darkness, even a small light attracts attention. The news is filled with all kinds of tragedies in the world; therefore, this project will stand out. It can elevate peoples agreement on the need for a better world. There are similar compassion organizations, but there is not one specifically targeting the university student population. Designing the campaign to be specifically targeted to the millennial generation, the campaign will penetrate an untapped market and differentiate from existing projects. Compassion has the potential to collaborate with established compassion organizations like the Compassion Action Network International. The collaboration could accelerate the spread of compassionate ideas and synergy effect. The current team would gain support and access to the existing compassion organizations network and resources.


Responsiveness of the target audience will be a deciding factor of the success of this project. Thus, the rapidly changing interests must be focused and the attention of the target market must be reached through the clutter of advertisements currently bombarding them. This project should engage the target market and sufficiently differentiate from all of the other do-good campaigns. Compassion is designed to lead the target audience to gradually perform larger compassionate actions as time progresses thereby fostering conscious individuals. Due to the call-to-action characteristic of the campaign, buy-ins from the target market are essential. Monitoring and managing the groundswell to minimize and anticipate contamination of the core messages is also crucial for the success of the campaign. The tainted reputation of the campaign might cost its entire persuasive power in the target market since negative information carries more weight and may compromise the campaign.


Competitor Analysis
Competition exists from small university clubs, university sorority and fraternity philanthropies, large Christian organizations, well-known non-profits, and user-generated content. We have identified several large organizations that we believe to be comparable to our mission and goals. DoSomething.Org is a direct competitor, seeking people under the age of 25 to join the countrys largest non-profit for social movement and change. Dosomething.org provides grants and awards for action and initiatives based on strong causes and campaigns. Not only do they seek motivated people to help solve todays most pressing issues, both in America and worldwide, they invite people to bring their own causes to the site and co-collaborate with other users. The organization is a source of information and assistance: they bring issues to light and invoke change through action, both providing easy ways to get involved as well as larger projects and campaigns to further involvement. The organization does not ask for money, they only want your action and ideas. The non-monetary aspect of Dosomething.org brings credibility to the organization, appearing to truly care about the good of others. However, Dosomething.org is focused on creating social changes, not improving the publics state of compassion. World Vision and Compassion International fight poverty through child sponsorship and monetary gifts. They are Christian humanitarian organizations present in over 100 countries. World Vision works for long-term solutions to alleviate poverty. They offer multiple avenues to get involved: from monthly sponsorship of children, one time donations, 30 Hour Famines and Assemble Kits events. World Vision teaches and informs about poverty through its fundraising techniques. For example, 30 Hour Famine events are voluntary events for groups of people who spend 30 hours fasting and doing charity work. The work may include service at a local food bank, car washes to raise funds, door-to-door canned food drives, etc. The purpose not only increases awareness in the community, but instills a sense of responsibility within the participants. Although feeling physical hunger pains for 30 hours, they are raising money to help people who cannot eat a full meal.


Competitor Analysis
Amnesty International is a grassroots human rights organization that researches and publishes information about peoples treatment all over the world. They utilize high level media coverage, legislation, and policies to promote human rights. They are easily accessible on the internet and ask for participation in any capacity. The website lists ten ways in which to get involved immediately. They include volunteering, donations, signing petitions, writing about injustice, and partnering with Amnesty International. The organization seeks people passionate about creating changes and working to make the world a better place. DailyFeats.com is an online source to track and motivate good daily success. It is an online program allowing users to identify healthy activities that they engaged in throughout the day and monitor them to measure improvement. The online community offers feats such as drinking water, exercising, and volunteer activities. The feats range from personal (brushing your teeth) to public (serving at a food pantry). With each activity that you complete, others on the site have the option to compliment or encourage you for doing the feat. Users can also create challenges for other users. Challenges can be a range of feats themed on a lifestyle thread, i.e. all physical activity or all financial responsibility. They can set the number of times the feat must be completed (only once or as many as ten times) before they complete the challenge. The site encourages its participants to do social good as well as personal good. User generated content on websites such as Facebook and Twitter provides an accessible platform for users to upload, share, and comment on other peoples actives. More frequently, users have been sharing photos and stories of compassionate acts, encouraging others to participate in their own way. Collaborative websites such as Buzzfeed allow users to show pictures and short videos pertaining to whatever theme they choose. Sharing thought provoking videos and content creates social pressure and even guilt for the viewers who feel they are slacking, while their friends and family are being compassionate. While this does not specifically compel their online friends to engage in compassionate acts, this leads to growing knowledge and desire, as well as social pressure to do good.


We will be using several social media platforms to stay engaged, encourage participation and facilitate co-creation of content and practices among participants. The content across the multiple social media platforms will be aggregated into a main hub or website that will serve as our online headquarters for all things Compassion related. Below are the different elements of the implementation plan with their individual objectives and execution strategy.

The Hub | weallarecompassionate.com Objectives: 1. Aggregate content from social media 2. Point of release for news, events, etc. The website will serve as a hub for all online activity. It will also serve as the main point of communication between Compassion and the community. All major events and news will be captured and communicated here and reiterated appropriately through social media. The site allows content to be posted by both the management team and the users via the Compassion Blog Post, Compassion Action picture album, etc.


Campus Roll-Out Objectives: 1. Start and spread Compassion on university campuses Starting Compassion on university campuses across Canada and the US allows the team to attract and interact with the target audience and quickly spread the concept socially and geographically. The team seeks campus ambassadors for the project, mimicking methods used by the D.O.T. campaign, to spread physical marketing materials and spreading word-of-mouth content among constituents. Activities include a launch event at the University of Toronto where students can sign a banner, (BELOW) pledging to complete compassionate acts during the semester. Guerilla marketing across the campus will include campaign shirts, posters hung in the main student center, buttons and other materials, which will create buzz around the campaign and further engage our target audience.

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Compassion will exist to show each individual how to use his or her inner compass to live the compassionate
Photos Instagram Twitter Videos

Like Compassion

8 hours ago

New School fashion student, Monica Waltham just finished designing her first collection intended to be donated to charity this Christm

Recent posts by others on Compassion

Specific Facebook groups will be created for each campus so students can connect similar to the Facebook subgroups above. Ambassadors will serve in an intern position assisting the teams reach to university campuses.

The other day I was walking home


Compassion Cities Objectives: 1. Create a location specific Facebook subgroup 2. Create a network for participant connections within their city Compassion in X City is a concept to be implemented through Facebook. A Facebook subgroup will be created for each major city in which participants live. This will allow them to connect and communicate with other participants in their city. We hope this will not only foster the community aspect we plan to cultivate in year 2, but will also encourage cocompassionate behaviors, i.e., meet-ups to volunteer together. These platforms will allow city participants to post opportunities for compassion within their city or other materials regarding compassion. Since posting personal contact information on the aggregate website may be a daunting and sensitive task, the team feels this platform is a more desirable way to connect participants due to the familiar format, usage, and locality. Twitter | C.Tweets Objectives:1. Stay connected with audience and encourage discussion 2. Elevate compassionate acts and shout out to those who engaged them Twitter will be used to keep the team connected with our audiences. The characteristically short tweets will elevate and support compassionate projects and events we have seen, heard of, or will be starting. We will also be encouraging the use of our hashtags (#compassion) to keep all content together; a hashtag is used to identify messages on a specific topic. Spotlighting individuals who demonstrated compassionate acts will be another point of co-creation, not just between the team and the audience, but user-to-user as well. Instagram | InstaCompassion Objectives: 1. Capture the compassion and emotion beyond words 2. Stay connected to the audience and encourage co-creation Instagrams success has skyrocketed over the past few months and serves as a free application for interacting with and encouraging those who are participating in the campaign. Compassions posts on Instagram will show up on personal newsfeeds to attract audiences we are not already accessing. Hashtags will continued to aggregate content across platforms. We plan on minimizing the management teams content posting on this platform, allowing it to be strongly focused on being the place of co-creation for participants of our campaign.Posting pictures will be supported as a humble signal of participation in something bigger rather than bragging about personal feats.


The following timeline outlines the implementation schedule over the next three years. Each year has its own focus and strategy supported by elements below.The campaign has been designed to build over three years in order to ensure the project stays centered on the genuine definition of compassion and to encourage organic compassionate actions. The team discourages rushing the implementation because it is likely to compromise the integrity of the campaign.

April 2014 Launch: What is Compassion? Objective: Brand awareness Roll-out on University campuses Build a community on campuses and online Encourage smaller acts as a start April 2015 Launch: Compassion Community Connection Objective: Connect the community and create a network Participative marketing each month Engage with the community via social media Encourage local meetups via local Compassion Facebook subgroups April 2016 Launch: Next Level Compassion Objective: Expand where compassion happens New scales of compassionate acts as determined by participant Exercise compassion in new areas, environments, and parts of life



Each of the channels through which we are disseminating our content and messages will be measured for effectiveness and alteration in the future. The following will detail channel measurement methodologies to support an effective campaign. Website | The website serves as the hub for all online content and interactions and will be monitored through Google Analytics. As one of the most robust online platform analyzers, Google Analytics provides granular data and inferences from web page interactions. From the flow of clicks around a website to what visitors are clicking on and how long they are viewing it, Google Analytics will allow the team to monitor the website reach and usefulness. Facebook | Measurements will be housed in Facebook Interactive Analytics. Using this application we can access data showing what time of day people are accessing the platform and what day of the week they are viewing the page. We will also have access to information regarding the content and format of their postings. Average posts, comments, and likes will be tracked by time, day, and region along with content categories in order to understand the groundswell. Charting these impressions and formats over time will allow the team to better understand how the Facebook pages are being used and how we can leverage them in the future to increase its effectiveness as a communication tool. For example, times at which we post new information will be altered to fit times when most people are on the page. Posts from the team that receive more likes, comments, or shares will be analyzed to understand what aspects of that post (time, format, wording, or content) was preferred, increasing viewership. Twitter | Twitter Analytics will allow us to access information detailing the sharing and mentioning of our content across the Twitter platform. Mentions of Compassion along with anything related to our work will be reflected in the analytics. Twitter will also give us demographic information about our followers and those engaged with the brand. We will see gender, location, and other interests of our followers. Instagram | Statigram allows Instagram users to track and understand interactions with their Instagram account. Not only will the team have access to average data regarding likes and followers, but the team will also have access to who those followers are, where they come from, and who is no longer following our account. We will also see our ratio of followers to those we follow in a community and who within our community are the most engaged users. Information regarding the optimal time to post will guide our management of Instagram.


Social Media Management Platforms: free Videos: variable Team: Salaried Campus Roll Out Banner: $50 for 1 banner T shirts: $1,582 for 100 shirts Additional materials: $50 Ambassadors: volunteer basis Compassion Manual Printed Copy: $22 for 3 copies


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