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Activation Project
Jackie Fulkerson / Tim Ketcher / Shiva Stella
1Tuesday, April 30, 13
The Opportunity
The Opportunity“Doing good is good business.”
People need money. Currency is the lifeblood of nearly all aspects of the American economy; without partial ownership of it, modern existence slows down, and its hard to catch back up. A true catch 22.
Being homeless is a full time job. There’s difficulty in finding food, water, and a place to sleep every day. Trust and compassion are left on the curb just because of the situation that you’ve fallen into. Everything becomes compounded the more deep and dire the situation becomes - staying warm, safe, and healthy forces the mind into survival mode. The picture painted is bleak at best.
So we had a question: Could we help people while only using smartphones? In comes one Field Agent.
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The Opportunity
The PartnershipField Agent comes pre-installed on thousands of smartphones. Guaranteed.
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CityRoof.org
The future is today. Fiber internet, cars that drive themselves, and pocket phones that can access the entirety of human knowledge. While two of these technologies are on their way, our phones are capable of amazing things right now.
The average person goes through about three smartphones every eight months, whether it’s due to water damage, a drop on the floor, or the latest version just came out. We buy, sell, give away, destroy, barter with and break our smartphones every day.
So, when you inevitably need a new one, why not donate your old phone for good?
CityRoof restores donated smartphones (Android and iPhone) to factory settings and then pre-load apps.They then distribute these smartphones to qualifying homeless individuals through reliable shelter partnerships.
Now, these individuals can live and thrive in a connected community.
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Field Agent’s Partnership with CityRoof overcomes glaring setbacks.
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The Opportunity
The NumbersThere’s nothing like learning about a social issue to realize the impact you can make.
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There are 704,000 people living in transitional housing each year, according to the Annual Homeless Assessment Report to Congress.
CityRoof has the infrastructure to impact 30 major cities through trusted shelter and halfway homes. A snapshot of Field Agent’s potential impact would be 92 touch points with more than 35,175 downloads.
This can and will only get bigger.
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The Opportunity
The PeopleWe want to entice those who want to help and get ourselves into the hands of those who need our help.
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The People Who Need Help
You know what they say, if it weren’t for bad luck, I wouldn’t have any luck at all. Pretty much my life story. One thing after another (job, loans, car, kids), it just started to add up. I may be down now, but I’m not out. Tomorrow’s a new day.
- Rick, homeless for 2 years
Opportunity
Put Field Agent’s service directly into the hands of those who need help and let the sparks fly.
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The People Who Want to Help
“It’s nice to be nice.” My mother, she told me this when I was 11. And now I tell it to my children everyday. One of my favorite things to do is volunteer. I love it. No matter how small the task, it’s always worth it. And it’s beautiful.
– Sandra, mother and social justice advocate
Opportunity
Spark curiosity with those who actively seek ways to contribute and better people’s lives.
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The Opportunity
The StrategyHere’s how we’re going to do it.
To convince: those who want to help and those who want to help themselvesTo use: Field AgentInstead of: not using itBecause: Field Agent helps people no matter what situation they are in.
Support: Homeless people are people first.
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The Opportunity
The ExperienceMaking it real.
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Audience / The People Who Want to Help
The Story / What Do You See?
.15 cents is barely worth anything. But to the people we’re talking to/with, it can add up to everything.
We want to highlight these contrasting ideas, and enable people to engage with the brand in non-traditional ways.
Our strategy: show people what it’s like to look through they eyes of somebody else.
Idea: In heavy foot-trafficked areas in our campaign, we put a glass box in the middle of walkways. This box is surrounded by 7-8 viewfinders/binoculars all turned towards the box. Two things are inside the box: a dime and nickel. We would place images of everyday things people (probably) take for granted.
We want to generate impressions. Foot traffic would be one way; an online video documenting the event would gain impressions by being posted to various social media outlets.
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Audience: The People Who Need Help
Event Logistics:
1.Private and corporate phone donations fund CityRoof. 2.Through CityRoof’s partnerships, select shelters/halfway homes will distributesmartphones, armed with Field Agent, to qualified homeless individuals.3.Talk to the local and national news as well as social good influencers to encourageindividuals and businesses to donate more phones.
CityRoofand the
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The Opportunity
Activation / PromotionalBlogs / Online Journalists
Opportunity: Connect with online bloggers and journalist curious about brands helping people through out-of-the-box experiences.
Strategy: Humanize Field Agent and its mission to help those who need this service the most.
Tactics:•Invite writers to shelters for program openings and allow photos, tours.
•Grant writers access to assets like video of agents learning app and using it "on the job".
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The Opportunity
Activation / Social Media
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Opportunity: Connect with activists, charities, and recycling programs to share our initiative.
Strategy: Visually persuade activists and justice-minded influencers to donate smartphones to CityRoof to help people get back on their feet.
Tactic: Infographic of benefits to shelters/homeless, cities (Seattle, Austin, and LA to start) and communities (more tax income, saves money).
Opportunity: Share updates and connect with those passionate about helping others, in real-time.
Strategy: Use this as an announcement platform for partnerships, numbers updates, and to share success stories.
Tactic: Invite participants from select shelters to tweet about their experience and how it feels to go back to work/get involved with this project.
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The Opportunity
Why We Love This Idea1. Humanizes Field Agent
2. Connects with an issue worth caring about
3. Untapped numbers: 704,000 people living in transitional housing in the US.
4. Guaranteed download and distribution via CityRoof
5. Boosts media impressions – jumpstarting their national communication plan
6. “Doing Good is Good Business”
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Thank You
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