World Fire Safety Foundation TV Campaign Full Presentation

The World Fire Safety Foundation
TV Campaign - Full Presentation
Full Presentation - 28 slides

Copyright 2010 NFPTV 1
How would you like to
get a profound, yet
fair, advantage over
your competition?

How would you like to get a
profound, yet fair, advantage
over your competition?
Both your company’s image and its bottom-line can benefit from sponsoring an
NFPTV Cause Marketing CampaignTM.
When you sponsor an ethical Not-For-Profit’s ad on TV, you:
Get noticed by your target market;
Earn their trust; and
Make them feel good about buying from you.
All while you help an ethical not-for-profit.

Consumers prefer to
give their support to
businesses that actively
support a cause.

Consumers prefer to give their
support to businesses that
actively supports a cause.
According to a Cone Corporate Citizenship Study an all time high of 84% of

consumers say they are likely to switch brands to support a worthy cause when
price and quality are equal.
By aligning your business with an ethical not-for-profit, you get noticed - people
see your support for the not-for-profit in a way that grabs them by the eyes and
ears - and you gain their trust . . .
. . . don’t be mistaken, people know you are in business and that ‘bottom line’
you have to make money to survive and to grow, but people feel better about
buying from you because in some way they feel that by buying from you they too
are helping support the not-for-profit you are sponsoring.
When you look at it that way, it’s easy to see that not just doing the right thing,
but being seen to do the right thing, is just good business, right?

The Halo Effect
Improves Your Business Image in the Community
Improves Your Bottom Line
Improves Employee Morale

The Halo Effect
According to a study conducted by the Ross School of Business at the University

of Michigan, Cause Marketing benefits your business by:
Improving Your Business Image in the Community

Consumers believe that cause-marketing firms are more caring firms and are
genuinely interested in helping others, so they look more favourably on your
business when you support not-for-profits, giving unparalleled appeal to
consumers and your company's overall image.
Improving Your Bottom Line

Joining with social causes not only enhances your image, it can improve your
company’s bottom line. Consumers feel good about your company supporting the
not-for-profit, and also about themselves when they buy from you.
Improving Employee Morale

Employees whose companies support social issues are 40% more likely to say
they are proud of their company's values and nearly 25% more likely to be loyal
to their employers than those whose companies do not have such programs - so
it is good for your company’s employee morale and helps reduce staff turnover.

So, how do you ensure
you make the biggest
impact with your cause
marketing program?

So, how do you ensure you make the
biggest impact with your cause
marketing program?
So, supporting a not-for-profit is good for your company's image, good for its
bottom line, is great for employee morale, makes your customers feel better
about dealing with you - and about themselves.
That is why an NFPTV Cause Marketing CampaignTM gives you a profound, yet fair
advantage over your competition. Plus the not-for-profit wins as well. And
doesn't that sound great?
So, how do you ensure you make the biggest impact with your cause marketing
program?
Well, there are quite a few ways, but I believe that the most powerful and cost-
effective way for small to medium-sized businesses to generate maximum
exposure, for both their not-for-profit and for themselves, is with an NFPTV Cause
Marketing CampaignTM. Why do I believe this to be the case?

Nothing says,
“You’ve arrived!”
better than television.
TV can reach broad audiences, mass

audiences, niche audiences; it can be local,
regional, national; it can be spots, sponsorship,

interactive. It can be anything you want it to be. I
tend to think of TV as the Swiss Army knife of media,
it’s got something for everybody."
Nick Manning,
Chief Operating Officer, Ebiquity Thomson Intermedia

Nothing says, “You’ve arrived!”
better than television.
No medium offers greater impact than television. No other medium offers the
excitement and emotion that television offers.
Like Nick Manning of Ebiquity Thompson Intermedia says, “...TV

can be anything you want it to be ...”
What type of audience do you want to reach? Broad, mass,

niche?
Do you want to advertise locally, regionally, or nationally?
Wouldn’t you agree that there really is something for every

business?

But what about the
Internet, hasn’t it killed
TV viewership?
Well I think what’s quite interesting about

TV viewing is most people seem to think
that TV viewing’s in decline and it’s not, TV viewing

overall is pretty much rock steady over the last 30
years and commercial TV viewing’s on the rise."
Les Binet,
Director, DDB Matrix

But what about the Internet, hasn’t
it killed TV viewership?
These days with all the hype about the internet, you could be forgiven for
thinking that people are watching less TV.
But that simply isn't the case.
We’re actually watching more TV than ever before . . . as Les

Binet from DDB Matrix points out, “ . . . commercial TV viewing
is on the rise.”
In fact . . .

People still spend 9 times
more time in front of
their TV than online.
My issue with websites, if I may be so

bold, is that you’ve got to find them in the
first place; and you might get sent some stuff and
that’s wonderful. But the thing about television
advertising is it’s got the eyeballs, they’re there."

Robert Senior,
Chairman & Chief Executive, Saatchi & Saatchi Fallon

People still spend 9 times more time
in front of their TV than online.
In fact, not only do we spend nine times as long watching the telly than we do
online, according to an AC Nielsen Report, we spend over twice as much time
watching TV as we spend listening to the radio, and over nine-and-a-half times
longer on the couch in front of the tube than we devote to reading a
newspaper.
No other medium gets as much of our attention as television.
And as Robert Senior of Saatchi & Saatchi Fallon points out, on

the internet people have to find you first, but as Mr Senior says,
“the thing about television advertising is it’s got the eyeballs,
they’re there.”
Name any target group - any demographic - and we already

know what they’re watching . . . and that’s pretty powerful
knowledge, don’t you think?

Think about this: how
many people have gone
out and bought a bigger
television recently?
I think the golden age of television is only
just beginning. The combination of the
plasma widescreen and high-definition images means

that television packs a bigger emotional punch than
ever before."
Alex Graham, Chief Executive, Wall to Wall Productions

Think about this: how many people
have gone out and bought a
bigger television recently?
How many people do you know who have gone out in the last couple of years
and bought themselves a big, new, LCD or Plasma TV, or maybe a projector?
These days a home theatre room isn’t such a startling feature, they’re
becoming pretty standard in a lot of new homes.
And with 3D now on the market . . . the future of television is as bright as ever.
Bigger screens, higher definition, surround sound, and 3D not

just coming, but already here, it is easy to see why Alex
Graham of Wall to Wall productions says that, “television packs
a bigger emotional punch that ever before”, isn’t it?
Do you also hear where he’s coming form when he says that
he feels, “the golden age of television is only just beginning”?

Many business owners
assume TV advertising is
too expensive for them.

Many business owners assume TV
advertising is too expensive for them.
Many business owners we talk to think that this will cost thousands in
production, and then thousands for each spot during an ad break ... they
assume that TV is too expensive for them.
While it is true that many companies do spend thousands on having an ad

made and tens of thousands buying the ad spots, you don't have to dig so
deep.
The fact is local and regional television is much cheaper and more cost
effective that most business owners realise. For instance, in some regional
markets you can buy a 30 second ad spot during ad breaks for popular TV
shows like Oprah and Dr Phil for under $200.
In fact, you can reach your target audience better, more precisely - on TV -
and you can usually do it for less than you can reach the same audience in
print or on radio.

The emotional pull of
television plus the
flexibility of internet is a
powerful combination.

The emotional pull of television
plus the flexibility of internet
is a powerful combination.
Couple a direct response television commercial that drives traffic to a website

and you have a winning combination for delivering high-impact marketing to
your target market.
Every television commercial we make is also loaded to numerous video sharing

websites, and optimised to drive traffic to your website (by the way, if you don’t
already have a website, we will create one for you).
We also create a custom gateway web page specific to each television

commercial. This helps us to measure response, plus on that page, we have
the ad, a link to the not-for-profit’s website and your contact information plus a
link to your website - giving you yet another opportunity to get customers to
make contact with you - and further aligning you with the not-for-profit whose
ad you are sponsoring.

An NFPTV Cause
Marketing Campaign TM
packs a powerful
marketing punch.
[no matter how small your business]

An NFPTV Cause Marketing Campaign
packs a powerful marketing punch.
[no matter how small your business]
So, let’s recap. With an NFPTV Cause Marketing Campaign . . .
By aligning with an ethical not-for-profit and sponsoring their TV

ad, you improve your image in the community, earning your
market’s trust, so they feel better buying from you, which
improves your bottom line ... and improves employee morale.
You get the emotional pull of television working for your business.
And you get the power of the internet.
I bet you’re wondering, “How much is this going to cost?”, right?

An NFPTV Cause
Marketing Campaign is TM
flexible and designed to

cater to budgets both
&small.big

An NFPTV Cause Marketing Campaign
is flexible and designed to cater to
budgets both big and small.
You can sponsor an NFPTV Cause Marketing CampaignTM with a budget as low
as $4,970. The number of times an non-for-profit’s NFPTV Cause Marketing
AnnouncementTM will air during an individual campaign depends on the total
budget and the cost of airtime, which is determined by:
Placement (which shows are targeted),
Region,
Station, and
Competition (for instance, rates go up during elections).
Before we look at what we can do for you, consider this . . .

"Actively supporting a
not-for-profit on TV
allows you to reach
out and touch the heart
and soul of your market."
Karl Westwell, Co-Founder NFPTV

"Actively supporting a Not-For-Profit on
TV allows you to reach out and touch
the heart and soul of your market."
If you want to make a genuine difference, enjoy a better image, a better

bottom-line, and better staff morale, and feel a powerful sense of purpose;
an NFPTV Cause Marketing CampaignTM is great value.
NFPTV Campaigns start from just US$1,4701 including all production costs.
No catches; no gimmicks.
For more information:

1. Visit www.NFPTV.org,
2. Call us: Australia: (07) 5641 1914 | USA: (619) 550 26952
3. Email us: admin@NFPTV.org
Thank you.
1
Pus applicable taxes.
2
Calls are routed to our Australian offices - we’ll get back to you as quick as we can.
Note: If a TV campaign is not for you, but you still want to help, go here: www.theWFSF.org/tv

Thanks for checking out
our presentation.
For more information:
www.NFPTV.org


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The World Fire Safety Foundation

TV Campaign - Full Presentation

Full Presentation - 28 slides

Full Presentation - 28 slides

When you sponsor an ethical Not-For-Profit’s ad on TV, you:

Get noticed by your target market;

Earn their trust; and

Make them feel good about buying from you.

All while you help an ethical not-for-profit.

Full Presentation - 28 slides

Full Presentation - 28 slides

According to a Cone Corporate Citizenship Study an all time high of 84% of

Full Presentation - 28 slides

Improves Your Business Image in the Community

Improves Your Bottom Line

Improves Employee Morale

Full Presentation - 28 slides

According to a study conducted by the Ross School of Business at the University

Improving Your Business Image in the Community

Improving Your Bottom Line

Improving Employee Morale

Full Presentation - 28 slides

Full Presentation - 28 slides

Full Presentation - 28 slides

TV can reach broad audiences, mass

regional, national; it can be spots, sponsorship,

Full Presentation - 28 slides

Like Nick Manning of Ebiquity Thompson Intermedia says, “...TV

What type of audience do you want to reach? Broad, mass,

Do you want to advertise locally, regionally, or nationally?

Wouldn’t you agree that there really is something for every

Full Presentation - 28 slides

Well I think what’s quite interesting about

that TV viewing’s in decline and it’s not, TV viewing

Full Presentation - 28 slides

We’re actually watching more TV than ever before . . . as Les

Full Presentation - 28 slides

My issue with websites, if I may be so

advertising is it’s got the eyeballs, they’re there."

Full Presentation - 28 slides

No other medium gets as much of our attention as television.

And as Robert Senior of Saatchi & Saatchi Fallon points out, on

Name any target group - any demographic - and we already

Full Presentation - 28 slides

plasma widescreen and high-definition images means

Full Presentation - 28 slides

Bigger screens, higher definition, surround sound, and 3D not

Full Presentation - 28 slides

Full Presentation - 28 slides

While it is true that many companies do spend thousands on having an ad

Full Presentation - 28 slides

Full Presentation - 28 slides

Couple a direct response television commercial that drives traffic to a website

Every television commercial we make is also loaded to numerous video sharing

We also create a custom gateway web page specific to each television

Full Presentation - 28 slides

Full Presentation - 28 slides

So, let’s recap. With an NFPTV Cause Marketing Campaign . . .

By aligning with an ethical not-for-profit and sponsoring their TV

And you get the power of the internet.

I bet you’re wondering, “How much is this going to cost?”, right?

Full Presentation - 28 slides

flexible and designed to

Full Presentation - 28 slides