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Team #: Matthew K. Fox, Ravi Kolipaka Sunny Nayyar, Alexandria Papa Hult Global Case Challenge 2012 Education Track 1 “Education is the exit ramp off the.

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Presentation on theme: "Team #: Matthew K. Fox, Ravi Kolipaka Sunny Nayyar, Alexandria Papa Hult Global Case Challenge 2012 Education Track 1 “Education is the exit ramp off the."— Presentation transcript:

1 Team #: Matthew K. Fox, Ravi Kolipaka Sunny Nayyar, Alexandria Papa Hult Global Case Challenge 2012 Education Track 1 “Education is the exit ramp off the endless road of poverty.” -OLPC

2 Goal The goal is to provide OLPC tablets to 10 million students in the next 5 years 2

3 Agenda Background Issues Campaign Implementation Impact 3

4 Background What we know: Each OLPC tablet costs ~$100 OLPC needs on average ~$200M a year for the next 5 years OLPC financial support has decreased by more than 90% Governments in developing countries are facing challenges to raise funds for improved technologies in education. OLPC’s stepping up efforts in developing nations in Asia and Africa 4

5 Issues 1.Lack of funding for OLPC 2.Limited Government Budget 3.Education hurdles a.Not enough schools b.Access to education c.Lack of trained educators 4.Deployment operations 5

6 Proposed Solution I Learn With OLPC Campaign Innovative cause marketing solution Building brand loyalty through corporate sponsorships Promote brand awareness $20 for co-sponsorship $120 to sponsor entire tablet and t-shirts 6

7 Why this works? Association with Non-Profit improves awareness Cost effective way to reach millions of consumers in emerging markets Average Cost Per Impression (CPI) of a promotional item is $0.005 Reduced cost per impression (CPI) of their brand 9x cheaper than TV, radio and magazine 62% of people are more likely to buy product 84% of receivers remember brand name 85% of receivers retain item 7

8 Multinational Ad Budgets 8 Multi-national corporations Top consumer product companies that spend on average $10B in advertising in emerging markets Country-specific consumer brands with high capital expenditures on advertising

9 Implementation Timeline 9 Aug 2012 Lucknow and Patna, India (PRATHAM) and Lagos, Nigeria (PLP – CGI Africa) Dec 2012 Aug 2012 May 2013 Before school starts Identify Sponsors, NGO/ Partners and Areas Identify Sponsors, NGO/ Partners and Areas Initiate Order OLPC Tablets Initiate Order OLPC Tablets Identify Schools in Selected Areas Identify Schools in Selected Areas Train Teachers Distribute Tablets to Students Distribute Tablets to Students Jun 2013 School year begins Jul 2013 Identify new areas and prepare for rollout Replicate in Other Cities and Countries Replicate in Other Cities and Countries Improve distribution & deployment operations Promote development of local entrepreneurs

10 Impact of Campaign Win-Win Strategy: Positive impact on society and children 400% increase in gross per capita income 40% increase in life expectancy Improved awareness and building of brand loyal “The ultimate in marketing is a one-on-one relationship with every consumer in the world.…help educate them, and they become productive members of society, the economy will be stronger, more people will be able to buy our products and throughout that life cycle of activity, loyalty will be created.” Robert McDonald, CEO P&G 10

11 Thank You Questions? 11

12 References 1.http://www.qualitylogoproducts.com/lib/roi-of-promotional-products.htmhttp://www.qualitylogoproducts.com/lib/roi-of-promotional-products.htm 2.http://ezinearticles.com/?Screen-Printed-T-Shirts-Have-Incredible-ROI&id= http://ezinearticles.com/?Screen-Printed-T-Shirts-Have-Incredible-ROI&id= http://www.asicentral.com/asp/open/Research/impressionsstudy/index.aspxhttp://www.asicentral.com/asp/open/Research/impressionsstudy/index.aspx 4.http://nonprofitbrandingblog.com/2011/10/nonprofit-branding-cost-impact-and- use-of-logo-t-shirts/http://nonprofitbrandingblog.com/2011/10/nonprofit-branding-cost-impact-and- use-of-logo-t-shirts/ 5.http://www2.unescobkk.org/elib/publications/TrainingManual/MODULE1.PDFhttp://www2.unescobkk.org/elib/publications/TrainingManual/MODULE1.PDF 12

13 More pics Nigeria 13

14 CPI Calculations Cost Per Impression Year 1Year 2Year 3Year 4Year 5Total Students400, ,000,00010,000,000 Cost/(Tablet+distribution+training+maintence)$110 Total Tshirts810,0002,025,0003,645,0005,670,0008,100,000 cost/Tshirt$4 Sponsorship Required to pay in full$47,240,000$118,100,000$212,580,000$330,680,000$472,400,000 Sponsors/Tablets66666 # of tablets400,0001,000,0001,800,0002,800,0004,000,000 Proj A Cost / Spot$20 impressions/yr of Tshirts1170 impressions/yr of tablet520 cost/impression per spot per year$ Total tshirt impressions over 1.5yrs1755 Total tablet impressions 5 yrs2600 CPI total$


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