River Keeper Target Segment Recommendation
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RIVERKEEPER DONOR RECOMMENDATION
NAP POSHYANANDA l VASSO PATRIKIOU l ANDREA KWAMYA l BORA KIM
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AGENDA
CURRENT SITUATION
POPULATION OVERVIEW
SEGMENTATION ANALYSIS
TARGET OPTIONS
KEY INSIGHTS
RECOMMENDATIONS
MESSAGE THEME
ANTICIPATED ACTIONS
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CURRENT SITUATION
MISSION STATEMENT
OBJECTIVE
RECOMMENDATION
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POPULATION OVERVIEW
DUTCHESS
MANHATTAN
WESTCHESTER
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TRENDS IN PAST DONORS
MARRIED AFFLUENT AGED 40-60 EDUCATED
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SOCIAL
MONEY NEW YORK
SEGMENTATION ANALYSIS
FAMILY ENVIRONMENT
DIGITAL SAVVY ART SPORTS
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TARGET OPTIONS
BOHEMIAN ART LOVERS
URBAN OUTDOOR ENTHUSIASTS
SUBURBAN SUPER MOM
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COMPARISONS
BOHEMIAN ART LOVER THOUGHT LEADER
EASY GOING
ART LOVER HIPSTER
SUPPORTS LOCAL BUSINESSES
RENT
MAY LIVE ALONE
LARGE SOCIAL NETWORK
RECYCLE TECH SAVVY
LIBERAL FASHIONABLE
SUBURBAN
ENJOYS BEAUTY LIVE IN HOUSE
FAMILY ORIENTED
PETS HABITUAL
PURCHASING
SUBURBAN SUPER MOM
NIEMANN MARCUS ANGLO SAXON CHRISTIAN
KIDS IN EXTRACURRICULA SEEKING PRESTIEGE
OUTDOOR ENTHUSIAST
CREDIT CARD
STATUS
NEED BREAK FROM WORK & HOME
EXERCISE REGULARLY
WEALTHY
WORKS IN HIGH STRESS ENVIRONMENT
URBAN
APARTMENT
MALE
RISING PROFESSIONAL
DELIBERATE PURCHASING
OWNS A CAR
OUTDOOR ENTHUSIAST
SUBURBAN SUPER MOM
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KEY INSIGHTS
BOHEMIAN ARTISTS
URBAN OUTDOOR ENTHUSIASTS
SUBURBAN SUPER MOMS
Male & Female
Female Male
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KEY INSIGHTS
BOHEMIAN ART LOVERS
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KEY INSIGHTS
OUTDOOR ENTHUSIASTS
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RECOMMENDATION
AGE: 35-44 FEMALE POPULATION: 502,851 FAMILY HOUSEHOLD INCOME: 83,663 EDUCATION: HOLDS A BACHELORS DEGREE
SUBURBAN SUPER MOM
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PERSONA
AGE: 37
SUBURBAN SUPER MOM – STACEY
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CAMPAIGN RECOMMENDATION
JANE
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MESSAGE THEME RECOMMENDATION
ONLINE MEDIA OFFLINE MEDIA
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MESSAGE THEME BUDGET
$ 7000
TOTAL BUDGET
PRINT AD
43%
20%
20%
6%
4% 4% 4%
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ANTICIPATED AUDIENCE ACTIONS
THINK
ACT
SHARE
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POSITIONING STATEMENT
TO SUBURBAN SUPER MOM: RIVERKEEPER IS THE ONLY ENVIRONMENTAL NONPROFIT THAT OFFERS YOU AND YOUR CHILDREN GREEN EDUCATION THROUGH ITS FUN, FAMILY-FRIENDLY PROGRAMS SO THAT THEY CAN CONTINUE ENJOYING A CLEAN HUDSON RIVER.
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Q&A
QUESTIONS?
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APPENDIX
Loca%on Popula%on MedianAnnualHouseholdIncome
NewYorkState 19,746,227 $58,687
DuchessCounty,NY
296,579 $72,471
NewYorkCounty,NY
1,636,268 $71,656
WestchesterCounty,NY
972,634 $83,422
Appendix 1. Population Overview
Source: United States Census Bureau.
Figure 1.1 Estimated Population & Median Annual Household Income (2014).
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APPENDIX Appendix 2.1 Segmentation Analysis
Source: Simmons OneView Experian Information Solutions.
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APPENDIX
Source: Simmons OneView Experian Information Solutions.
Appendix 2.2 Segmentation Analysis
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APPENDIX
Source: Simmons OneView Experian Information Solutions.
Appendix 2.3 Segmentation Analysis
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APPENDIX
Source: Simmons OneView Experian Information Solutions.
* Indicates cell count from 31 to 60. Projections may be unstable, use with caution. ** Indicates cell count below 31. Projections are likely unstable, use with caution.
Appendix 2.4 Segmentation Analysis
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APPENDIX Appendix 3.1 Primary Research – Survey Results
Figure 3.1 Amount willing to be given to an environmental organization, per year (2015).
Source: Survey Monkey.
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APPENDIX
Source: Survey Monkey
Figure 3.3 Activities attend on a regular basis (2015).
Figure 3.4 Age of the respondents (2015).
Appendix 3.2 Primary Research – Survey Results
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APPENDIX
Figure 3.5 Residence of the respondents (2015). Figure 3.6 Combined annual household income (2015).
Appendix 3.3 Primary Research – Survey Results
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APPENDIX Appendix 4. Key Insights
Popula%on Popula%onbasedonTargetedGender
MedianHouse-holdIncome
Educa%on:BAdegreeorHigher(25+age)
KeyInsight Influencers
DutchessCounty
296,569 296,569(Male&Female)
$72,471 33.4% NumberofMuseums&Galleries:25
---
NewYorkCounty
1,636,268 772,318(Male)
$71,656 59.3% NumberofOutdooracGvity
Groups:35.33,441
members.
GroupMembers
WestchesterCounty
972,634 502,851(Female)
$83,422 46.0% Numberofelementaryprivate
schools:109.23,307students.
Children
Sources: United States Census Bureau. Private School Review. Meetup. Dutchess Tourism.
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APPENDIX Appendix 5.1 Urban Outdoor Enthusiasts Key Insights
Source: Mintel Academic. Outdoor Enthusiasts - US - February 2015.
Figure 5.1 Self-Identified outdoor enthusiasts by gender and age (2014).
Figure 5.2 Men’s mental health concerns, by income (2015).
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APPENDIX
Figure 5.3 Attitudes about outdoor activities, by gender (2014).
Source: Mintel Academic. Outdoor Enthusiasts - US - February 2015.
Appendix 5.2 Urban Outdoor Enthusiasts Key Insights
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APPENDIX Appendix 6.1 Suburban Super Moms Key Insights
Source: Mintel Academic. Marketing to Moms - US – September 2015.
Figure 6.1 Purchase influencers- Selected responses (2015).
Figure 6.2 Estimated number of moms who have kids younger than 18 years old, by age (2014).
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APPENDIX
Source: Mintel Academic. “Marketing to Moms - US – September 2015.
Figure 6.3 Most Important values to instill in your children, by generation (2015).
Figure 6.4 Important aspects of a good life, by area of residence (2015).
Appendix 6.2 Suburban Super Moms Key Insights
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APPENDIX
Source: Mintel Academic. “Marketing to Moms - US – September 2015
Figure 6.5 Self-perceptions, by moms, female non-moms and moms by generation (2014-2015).
Appendix 6.3 Suburban Super Moms Key Insights
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APPENDIX
Examplesofpreferredmediachannels
Cableservices BRAVO,DisneyChannel,#DisneyJunior,DisneyXD,DoItYourselfNetwork,EntertainmentTV,Nickelodeon,TLC
Magazines Americanbaby,Fitness,InStyle,LifeandStyleWeekly,OK!,Parents,Shape
Websites Gmail,Outlook,Yahoo,CBS,iHeartradio,itunes,NBC,Pandora,About,WebMD,Wikipedia.CNN,Foxnews.com,Huffingtonpost,Amazon,Groupon,Ebay,Tripadvisor,Weather
Source: MRI Reporter. Spring 2014 Media Demographics. Spouse-Age Summary 35-44. Base: Female.
Figure 7.1 Examples of preferred media channels, by women age 35-44.
Appendix 7.1 Target Audience’s Media Usage
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APPENDIX Appendix 8. Target Audience’s Social Media Usage
Sources: Mintel Academic. Social Networking - US - June 2013 & 2014 & Pew Research Center. Parents and Social Media.
Figure 8.1 Use of social networks, by parental status (2013).
Figure 8.2 Parents and Social Media (2015). Figure 8.3 Frequency of using social media, by moms of children
under age 18 (2014).
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APPENDIX Appendix 9. Target Audience’s Response to Advertising
Source: Mintel Academic. Social Networking - US - June 2013.
Figure 9.1 Responses to ads, by gender and age (2013).
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APPENDIX BIBLIOGRAPHY Columbia Library Databases: Mintel Academic: “Marketing to Moms - US - September 2015,” Mintel Academic, accessed November 25, 2015, http://academic.mintel.com.ezproxy.cul.columbia.edu/display/716722/. “Outdoor Enthusiasts - US - February 2015,” Mintel Academic, accessed November 20, 2015, http://academic.mintel.com.ezproxy.cul.columbia.edu/display/716483/. “Social Networking - US - June 2013,” Mintel Academic, accessed December 2, 2015, http://academic.mintel.com.ezproxy.cul.columbia.edu/display/668867/. “Social Networking - US - June 2014,”Mintel Academic, http://academic.mintel.com.ezproxy.cul.columbia.edu/display/680523/. “Westchester County Private Elementary Schools,” Private School Review, accessed December 2, 2015, http://www.privateschoolreview.com/new-york/westchester-county/elementary. MRI Plus: “Spring 2014 Media Demographics – Spouse-Age Summary 35-44 Base: Female,” MRI Reporter, accessed November 2, 2015. Pew Research: “How Working Parents Share Parenting and Household Responsibilities,” Pew Research Center, accessed November 2, 2015. Simmons OneView: “Crosstabs. Environmental Donations & Behaviors, Views, Hobbies,” Experian Information Solutions, accessed December 3, 2015.
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APPENDIX BIBLIOGRAPHY Websites: “Arts & Entertainment,” Dutchess Tourism, accessed December 2, 2015, http://dutchesstourism.com/listings/theatres-and-performances/. “Best Places to Live 2015,” Westchester Magazine, accessed December 3, 2015, http://www.westchestermagazine.com/Westchester-Magazine/October-2015/Best-Places-To-Live-2015/. “Charitable Giving Statistics,” National Philanthropic Trust, accessed November 2, 2015, http://www.nptrust.org/philanthropic-resources/charitable-giving-statistics/. “Chronicle Survey Says 35% of Americans Lack Confidence in Charities,” The Chronicle of Philanthropy, accessed November 2, 2015, https://philanthropy.com/article/Americans-Speak-Out-on/233615. “Cuddles and Chaos,” accessed December 2, 2015, http://mossymossy.com/. “Dagmar’s Home,” accessed December 2, 2015, http://www.dagmarbleasdale.com/. “Donuts, Dressers and Dirt,” accessed December 2, 2015, http://sherisilver.com/. “Essential Mom,” accessed December 2, 2015, http://www.essentialmomwestchester.com/. “Five Top Millennial Archetypes (And Why They Are Irrelevant To Your Marketing),” accessed December 3, 2015, http://www.huffingtonpost.com/young-entrepreneur-council/5-top-millennial-archetyp_b_7505320.html. “Generations Differences Chart,” accessed December 3, 2015, http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf.
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APPENDIX BIBLIOGRAPHY “Giving Statistics,” Charity Navigator, accessed October 23, 2015, http://www.nptrust.org/philanthropic-resources/charitable-giving-statistics/. “Lessons From Year-End Giving: Tips for 2015,” The Chronicle of Philanthropy, accessed November 4, 2015, https://philanthropy.com/article/Lessons-From-Year-End-Giving-/151951. “New Study Finds Unexpected Source of Giving: Young Women,” The Chronicle of Philanthropy, accessed November 2, 2015, https://philanthropy.com/article/New-Study-Finds-Unexpected/152267. “NY Metro Parents,” accessed December 2, 2015, http://www.nymetroparents.com/westchester/regionalindex.cfm?change=on®ion=Westchester. “Nonprofits Come Up Short With Donors on Social Media, Study Says,” The Chronicle of Philanthropy, accessed October 23, 2015, https://philanthropy.com/article/Nonprofits-Come-Up-Short-With/234017. “Macaroni Kid,” accessed December 2, 2015, http://national.macaronikid.com/. “Mossy,” accessed December 2, 2015, http://mossymossy.com/. “Outdoors Meetups in New York,” Meet up, accessed December 2, 2015, http: //outdoors.meetup.com/cities/us/ny/new york “Parents and Social Media,” Pew Research Center, accessed November 25, 2015, http://www.pewinternet.org/2015/07/16/parents-and-social-media/. “Percentage of United States population who interact with charity organizations on social media as of May 2013, by generation and activity,” Statista, accessed November 2, 2015.
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APPENDIX BIBLIOGRAPHY “Personalized Pitches and Online Appeals Dominate Year-End Drives,” The Chronicle of Philanthropy, accessed November 2, 2015, https://philanthropy.com/article/Personalized-Pitches-and/152545. “Quick Facts,” United States Census Bureau, accessed November 20, 2015, http://www.census.gov/quickfacts/table/PST045214/36,36061,36027,36119,00. “Riverkeeper,” Charity Navigator, accessed November 2, 2015, http://www.charitynavigator.org/index.cfm?bay=search.summary&orgid=6740#.ViqXwH4vfIU. “River towns Guide,” accessed December 2, 2015, http://www.rivertownsguide.com/ “Studies Examine Men vs. Women in Giving,” The Nonprofit Times, accessed November 21, 2015, http://www.thenonprofittimes.com/news-articles/studies-examine-men-vs-women-in-giving/. “The Archetypes of Mom,” accessed December 2, 2015, http://www.archetypes.com/article/archetypes-mom/. “The Best Westchester Mommy Bloggers on the Net,” Westchester Magazine, accessed December 3, 2015, http://www.westchestermagazine.com/Westchester-Magazine/May-2014/The-Best-Mommy-Bloggers-On-The-Net/. “The Lessons of the Philanthropy 400: Investing in Fundraising Matters in a More Competitive World,” The Chronicle of Philanthropy, accessed November 2, 2015, https://philanthropy.com/article/The-Lessons-of-the/234029. “Understanding What Motivates Millennials to Give to Your NPO,” Nonprofit Hub, accessed October 20, 2015, http://www.nonprofithub.org/fundraising/understanding-motivates-millennials-give-npo/.
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APPENDIX BIBLIOGRAPHY “Westchester Family,” accessed December 3, 2015, http://westchesterfamily.com/. “Westchester Libraries - List of Members,” accessed December 3, 2015, http://www.westchesterlibraries.org/about-wls/member-libraries/list-of-member-libraries/. “Westchester Mommy,” accessed December 3, 2015, http://www.westchestermommy.com/. “Westchester Parks,” Westchester County Government, accessed December 3, 2015, http://parks.westchestergov.com/images/stories/pdfs/MapGuide15.pdf. “Wee Westchester,” accessed December 3, 2015. http://sherisilver.com/. “What Nonprofits Need to Learn From Business,” The Chronicle of Philanthropy, accessed November 2, 2015, ttps://philanthropy.com/article/Opinion-What-Nonprofits-Need/233892 11/2/2015. “What Women (Donors) Want: Cultivation and Stewardship Advice for Fundraisers,” The Chronicle of Philanthropy, accessed November 5, 2015, https://philanthropy.com/article/What-Women-Donors-Want-/233642.