A Novel Idea towards a Social Cause

POSE FOR A CAUSE

A Novel Idea towards a Social Cause 2013

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lEafCraft Consultancy

INTRODUCTION
Recently SRC has initiated a novel concept called Shiksha Kunji. The idea is to help underprivileged students get an
education through the funds given by XIMB students and alumni. The initial response towards this campaign has
been very good and has generated large public interest. FINANCIALS:- http://shikshakunji.ximb.ac.in/financials
BENEFICIARIES:- http://shikshakunji.ximb.ac.in/beneficiaries
But one of the issues for Shiksha Kunji seems to be that the publicity campaign could not translate into funds as
expected. This is perhaps because students may find the donation amount that each person has to pay is quite high
especially considering the fact that they are not earning now. And people may be hesitant to pay lower amounts
(Rs.100-200) considering the high cost needed to fund a childs education (Rs 2500). Also, another problem seems to
be the fact that student may have forgotten about the initiative due to a flurry of academic and extra-curricular
activities. Also there is no active marketing campaign for Shiksha Kunji as of now.
We propose a concept to tackle both these issues and make sure Shiksha Kunji gets the attention and funds it
deserves.
THE PROPOSED CONCEPT:
The idea was conceived by the Leafcraft Consultancy team and intends to solve the above mentioned issues.
Our idea focuses on each persons wish to capture those really special moments in their lives. Social media sites like
Facebook have become an integral part of everyday lives of todays youth. The profile picture on Facebook has
become the single most important component of ones online identity. These profile pictures are generally those
beautiful and special moments of the lifes which a person wants his /her friends to see. Such special moments
happen in the spur of the moment and are rarely planned. Therefore, capturing such moments becomes very
difficult. Here is our value addition. We can capture great pictures of you and your close friends.
What we propose is great quality profile pictures on demand and one has to donate a small sum of money towards
shiksha kunji fund. Anybody interested can register for the service at our website providing his/her details,
availability and info about the location / event.
Then our team will ensure that a photographer is present at the specified location and at the required time so that
the person gets a great pic.

WHAT STUDENTS WILL BE DONATING:
1. THEIR MONEY- We plan to charge a fee of Rs.50 per person . All the proceeds going to the SRC.
2. THEIR SOCIAL MEDIA PRESENCE- In addition to this we expect people to promote the campaign by tagging
the campaigns link in the photo description. So, they will act as interim brand ambassadors of Shiksha Kunji
& SRC.
THE SOCIAL ASPECT:
The funds which we would generate through this campaign would be given completely to Shiksha Kunji. So, this is a
Non-profit initiative aimed at generating funds for a noble cause as well as creating value for people by capturing
their special moments that they can cherish.
A Novel Idea towards a Social Cause 2013

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lEafCraft Consultancy

THE FINANCIAL PROSPECTS:
Assuming a 40 % market penetration over a period of twelve months and assuming those who avail the service ask
to be photographed twice a year, here are the financials
Total student base in XIMB = 300 + 300 (juniors + seniors)
Our Market penetration at 40% = 240 students
Total events photographed = 300*2 = 480 events (We assume a person comes back for a new pic after 4-5 months)
The charge / event is Rs.50
Total funds generated = 480 *50 = Rs.24,000/ year
Thus we hope to raise Rs 24,000 in a year which would be a considerable amount for Shiksha Kunji and can help
educate many students.
*The campaign wont be a year long affair. There will be a limited time frame otherwise the effect of
campaigning will get diluted. The time period would be as narrow as possible though we can launch the
campaign again and again on special occasions.

OPTION FOR CONTRIBUTING MORE
If a person is happy with the proposed idea and wants to contribute more than the Rs 50 ,he/she is most welcome to
do so. In the above calculations we have not taken this possibility into account. So the total money can be much
higher than Rs 24,000.
EVENTS
In the first scenario where a student has to reach a specific venue, there might be availability issue. So we want focus
more on special happenings occurring in college like Xpressions, Athlos, Business Conclave and Seminars, Sanidhya,
JLTs and Maxinations.
These events can be a source of bulk photo requirements and funds from such events will constitute a major chunk
of the total revenue.

PAYMENT CHANNEL:-
We believe in establishing full accountability and transparency in our accounts. These are the some of the options to
establish a payment channel:-
1. Student pays the photographer on the spot. And an online excel sheet is maintained with all the names of
donors till date.
2. Student pays the team after the photo is finalized; this scenario has an advantage if student wants to pay
more than Rs 50.
3. Bypassing Leafcraft, SRC collects the money directly through their core members. We provide the list to SRC
on regular basis.
*we believe third mode of payment can bring more credibility to the campaign




A Novel Idea towards a Social Cause 2013

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lEafCraft Consultancy

BENEFITS TO EACH STAKEHOLDER
1. SRC- Two benefits
a. Financial Support to Shiksha Kunji
b. The constantly maintained awareness among the student about the initiative. This may result in
bigger donations and more sponsorship. A constant traffic to their website and Facebook page will
be maintained.
2. STUDENT
a. An intrinsic satisfaction of contributing to a noble cause.
b. A good profile picture due to which he/she may receive compliments and appreciation from friends.
3. THE PHOTOGRAPHER(S)
a. Will receive a certificate of appreciation from Leafcraft consultancy and SRC. This will add to his/her
CV value. As this campaign would be described as one which generated revenue which translated
into direct value addition to peoples lives.
b. Will open up avenues for more professional work, as he/she can refer to this campaign as
testimonial to future clients.
c. Will have the invaluable opportunity to meet different people across programmes and batches, in a
way expanding his/her B-School network.














A Novel Idea towards a Social Cause 2013

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lEafCraft Consultancy

MARKETING CAMPAIGN
We will putting up posters across the campus which wont describe anything about the campaign itself.
Rather their purpose would be to invoke curiosity among students

DAY 1
A poster with a real Rs 50 Note stuck on top
quote What can you buy from this Rs 50 note?
Below will be an array of images of items/services which fall in the price range of Rs 40-60.
Like couple of paranthas, a burger, a tumbler, a haircut etc.
Quote- Does not seem much right? What if this same Rs 50 can bring a difference to somebody?

DAY 2
Only two quotes on the poster-
Worried that you dont have a good profile picture?
Did you know there many kids who would love to go to school if someone paid the fees?

DAY 3
Two array of pictures
Array one The profile pics of first 5-10 volunteers
Array two Pics of the kids from http://shikshakunji.ximb.ac.in/beneficiaries

DAY 4
The actual launch of the campaign with the website, Facebook page and notices via SRC.









A Novel Idea towards a Social Cause 2013

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lEafCraft Consultancy

NAME OF THE CAMPAIGN
Many people will feel shy in coming to a spot and getting clicked. If we position the campaign in subtle
way i.e. complete charity work students may not open up to the idea. The campaign should put the point
across bluntly or flamboyantly e.g. POSE FOR A CAUSE. The name itself urges the target consumer to act
as a model/star for one day. Such name will make it easier for students to shed inhibitions.

LOGO OPTIONS



SAMPLE POSTER

A Novel Idea towards a Social Cause 2013

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lEafCraft Consultancy

ABOUT US
Leafcraft is a Marketing Consultancy firm that provides services to businesses in the following areas:
Market Research
Marketing campaigns
Branding Strategy
Social Media Strategy- Promotion & Analysis
Seed to Fruit Consulting
Content Designing
Website:- www.leafcraft.in , Mail:- contact@leafcraft.in