Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (11)
En vedette
Similaire à Serena Ngoh Final Project Presentation - AAUW Prospect Piece (2)
Similaire à Serena Ngoh Final Project Presentation - AAUW Prospect Piece (2) (18)
Serena Ngoh Final Project Presentation - AAUW Prospect Piece (2)
- 1. By Serena Ngoh Summer 2016 AAUW Prospect Package
- 2. Overview AAUW, a client Why I chose them Direct Marketing Package – Test Package Multi-channel: Telemarketing Integration Strategy Analysis
- 3. AAUW – Who They Are The Association of American University Women Founded in 1881 Research, campus leadership, STEM education, case support, educational funding, salary negotiation, leadership development
- 4. Why I Chose Them Passionate about women’s rights and equality AAUW stands for a better future where there are no superficial barriers to women achieving anything they want
- 5. Package Contents 1. Carrier Envelope 2. Membership Card 3. Letter 4. 10 Examples of Sexism Insert 5. Membership Info & Back End Premium Insert 6. Reply Device 7. Business Reply Envelope
- 7. control test
- 8. Membership Card - Control
- 9. Membership Card Test “For customization, visit https://ww2.aauw.org/national-join/ and submit a photo of yourself along with your membership fees.”
- 11. Letter
- 12. Letter – A Closer Look Dear Jane Sample, It’s a fact that inequality exists everywhere, especially for women. Did you know that for every dollar men are paid, women are typically paid just 79 cents? And on top of that, 20 percent of women in the military have been sexually assaulted, and almost a quarter of college women will be affected by sexual assault. These are your daughters, granddaughters, and loved ones. We have to act now if we want to ensure a better future for women and girls. When a woman is paid less for the same work, it tells women that the work they do is not as valuable. While 79 cents versus $1.00 might not seem like a lot, it can add up. For example, if a male lawyer were to make $100,000 a year, a female lawyer of the same experience would make only $79,000. That’s a $21,000 difference! In the science, technology, engineering, and math fields, the pay gap between men and women is narrowing but equality issues still exist: women are not equally represented in these fields. AAUW’s award winning report, Solving the Equation, indicates that women still make up just 14 percent of the engineering workforce and 25 percent of the computing workforce. But why do these problems even exist still? Much of it lies in the wrongful perception of women. <<Sample>>, in this package I’m including an infographic showing you ten ways women still face sexism in everyday life. I hope you take the time to think about the many ways women are still disempowered in our society today. Change starts with small steps. That’s why I’m writing to you today. You can help us take small steps towards change. You can ensure women are no longer paid less than men. You can help win justice for women who have been sexually assaulted. You can empower women to have an equal voice in our future. You can do it by becoming an AAUW member.
- 16. Reply Envelope - control
- 17. Integration: Telemarketing Benefits: Faster paced, can capitalize off current events Encourage donors to ask questions Context: Auto Call for new members Separate prospecting reinstatement How: Use the fear of Donald J. Trump – negative counterpoint Talk about achievements – positive catalyst to action
- 18. Auto Call Hello, this is Lisa Maatz, Vice President of Government Relations at the American Association of University Women. I’m calling today to tell you that you can change the future for women and girls in America. At AAUW, we are working to shatter the glass ceiling by discussing and lobbying for change on issues such as fair pay and retirement security to sexual harassment at work and discrimination in our schools and colleges. Not only in the upcoming presidential election on November 8th, but in years to come, you can make a difference in the lives of women. You can do this by becoming an AAUW member. You know, we can achieve so much when we stand together. Please be part of that impact. To learn more about the work AAUW is doing and to start your membership, please visit us at www DOT a-a- u-w DOT org. For que stions, please call XXX-XXX- XXXX.
- 19. Telemarketing Component – A Closer Look First ask: Ms/Mr _____, your membership is invaluable to AAUW - and we are calling you at this time to ask you to continue standing with us. At this point in time, we have two candidates running for the presidency: Donald Trump and Hillary Clinton. Donald Trump has been elected as the Republican nominee, and by now you’ve probably heard instances of his hateful speech against women. Support for Trump shows us that these attitudes and perceptions about women still exist in our society. As a member, you can work together with AAUW to combat these attitudes. One of our programs in particular, called Elect Her, is the only program in the country that encourages and trains college women to run for student government and future political office. Will you help AAUW fund programs such as these and empower a generation of women to be able to speak out against gender inequalities and misogyny on campus?
- 20. Strategy analysis - why it works Personalization: donors feel more potential for active engagement as a member Tangible and Relatable Addresses every day issues and makes gender equality issues more accessible Reframe the issues, making them less abstract and more urgent in the insert and letter Two-pronged approach to active engagement
Notes de l'éditeur
- To preface this entire presentation: everything should be taken with a grain of salt. This is a theoretical package created after one summer as an intern and without any input from the client Just showing what we’ve learned and how we’ve gone about implementing our knowledge
- This is a test package based on a prospect control that works well, so many of the elements will be the standard control
- They research on issues of gender equity in the workplace and in education, discussing specific issues such as the gender wage gap, sexual harassment in schools and at work, and the underrepresentation of women in science and engineering. Through their research, they target policy makers to pass legislation protecting women in schools and the workplace, thereby serving as a catalyst for change
- AAUW stands for a better future where there are no barriers to women achieving anything they want, whether that be Engineering career or being a stay at home mom or both
- For the sake of production intricacies, I decided to choose one package as my model and based the production specs off those.
- Large envelope Front: closed address label, window for membership card Back: Important documents Enclosed – Please Open At Once Address on back label
- control
- The W was repetitive and the design not clean, so I wanted to do something to change it. It’s not an overhaul, but just a touch of personalization to make the prospect feel the potential of their membership Make them instantly feel involved, feel like a member This would be an opaque sticker, and on the back it would say, “for customizing options, visit https://ww2.aauw.org/national-join/ and submit a photo of yourself along with your membership fees.” This will encourage millennial prospects, who take time to read and investigate their direct mail and who like integrated components where they can verify the source.
- The online component will appeal to younger donors, and will just be a bonus option for older members who may not have a firm grasp of uploading pictures. Too expensive to get the manpower to scan and upload thousands of pictures if they send in a hard copy.
- Standard, list all the issues but the opening paragraph is where I make it unique and have distinction
- First paragraph: wasted no time in making the issue seem urgent with facts, relatableness – “your daughters, granddaughters, loved ones”, which is different from the control that eased into it a bit more slowly Wanted to break it down with a real life example
- Wanted to break it down & make the issues more accessible by showcasing the every day attitudes behind the gender wage gap, the discouragement or lack of encouragement of women to go into STEM fields, sexual harassment and assault I wrote researched and wrote the copy, found the layout, and Isabel helped me carry it out with the wonderful digital design skills
- The control package -standard back end premium for new members who pay the $49 dues -Tote bags are the “most productive imprinted product” and expose your brand to thousands of ppl
- Also note that this is the control, pause for them to take it in cause this is new to them still
- The control again, pause to let them take it in
- Those who got the DM piece will not be getting the reinstatement phone call; this is a separate prospecting campaign to those members who have given in past years and we hope to reinvest in through this phone call. They will, however, get an auto call.
- It’s a fact that inequality exists everywhere, especially for women. Did you know that for every dollar men are paid, women are typically paid just 79 cents? And on top of that, 20 percent of women in the military have been sexually assaulted, and almost a quarter of college women will be affected by sexual assault. These are your daughters, granddaughters, and loved ones. We have to act now if we want to ensure a better future for women and girls. When a woman is paid less for the same work, it tells women that the work we do is not as valuable. While 79 cents versus $1.00 might not seem like a lot, it can add up. For example, if a male lawyer were to make $100,000 a year, a female lawyer of the same experience would make only $79,000. That’s a $21,000 difference! In the science, technology, engineering, and math fields, the pay gap between men and women is narrowing but equality issues still exist: women are not equally represented in these fields. AAUW’s award winning report, Solving the Equation, indicates that women still make up just 14 percent of the engineering workforce and 25 percent of the computing workforce. But why do these problems even exist still? Much of it lies in the wrongful perception of women. <<Sample>>, in this package I’m including an infographic showing you ten ways women still face sexism in everyday life. I hope you take the time to think about the many ways women are still disempowered in our society today. Change starts with small steps. That’s why I’m writing to you today. You can help us take small steps towards change. You can ensure women are no longer paid less than men. You can help win justice for women who have been sexually assaulted. You can empower women to have an equal voice in our future. You can do it by becoming an AAUW member.
- TM is faster-paced and I want to capitalize off Second Ask: In 2015, 76% of students in AAUW’s Elect Her program who completed this training and reported running for student office won their elections. Another program, AAUW Action Fund’s It’s My Vote: I Will Be Heard campaign has been educating young women about the importance of their vote during this crucial election year. We have provided issue guides and tool kits so that all voters have the resources they need to cast an informed vote on November 8. And we will make sure that women’s issues that affect women all over the US are central to candidate discussions.
- Why it will work: -It’s easy for people to not relate to gender issues and/or not to feel that the need for change is urgent enough to require their monetary support, but when these real life examples of sexism that happens every day happens, prospects may feel the impetus to join -language and the design of the piece are more engaging and shift the prospects towards a younger generation of supporters, given the author’s perspectives