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Team #: Matthew K. Fox, Ravi Kolipaka Sunny Nayyar , Alexandria Papa

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

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Team #: Matthew K. Fox, Ravi Kolipaka Sunny Nayyar , Alexandria Papa

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

  3. Agenda • Background • Issues • Campaign • Implementation • Impact

  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

  5. Issues • Lack of funding for OLPC • Limited Government Budget • Education hurdles • Not enough schools • Access to education • Lack of trained educators • Deployment operations

  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

  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

  8. Multinational Ad Budgets • 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 Distribute Tablets to Students Train Teachers Identify Schools in Selected Areas Initiate Order OLPC Tablets Replicate in Other Cities and Countries Identify Sponsors, NGO/ Partners and Areas Aug 2012 Lucknow and Patna, India (PRATHAM) and Lagos, Nigeria (PLP – CGI Africa) Dec 2012 Jun 2013School year begins May 2013Before school starts Jul 2013Identify new areas and prepare for rollout Aug 2012 • 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 http://www2.unescobkk.org/elib/publications/TrainingManual/MODULE1.PDF

  11. Thank You • Questions?

  12. References • http://www.qualitylogoproducts.com/lib/roi-of-promotional-products.htm • http://ezinearticles.com/?Screen-Printed-T-Shirts-Have-Incredible-ROI&id=4312307 • http://www.asicentral.com/asp/open/Research/impressionsstudy/index.aspx • http://nonprofitbrandingblog.com/2011/10/nonprofit-branding-cost-impact-and-use-of-logo-t-shirts/ • http://www2.unescobkk.org/elib/publications/TrainingManual/MODULE1.PDF

  13. More pics • Nigeria

  14. CPI Calculations

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