XMAX campaign

1. Background

1.1. History

1.1.1. 2006-09

1.1.2. 2010

1.1.3. 2013

1.2. Problems

1.3. +ve side

1.4. Gifts for Good

1.4.1. Distinigushing Factors  ?

1.4.1.1. Goat means Goat

1.4.1.2. Gifts focused on childern

2. Strategy

2.1. a. Acquire New Supporters

2.2. B. Increase Digital Media Activities

3. Theme

3.1. A. Gifts for Good Catalogue

3.1.1. 1. Solar Lamps

3.1.1.1. A. Promote Edu in Dark

3.1.1.2. Promote Safety

3.2. B. Christmas Appeal

3.2.1. Tharin's story

3.2.2. Solar lamps in School's / Health

4. Digital/Social

4.1. Xmax Only

4.1.1. Solar Lamp

4.1.2. Chicken

4.1.3. Reading Kit

4.1.4. Goat

4.2. Rest of the YEar

4.2.1. Valentine Day

4.2.2. Easter

4.2.3. Mothers Day

4.2.4. Fathers Day

4.3. Retargetting

4.3.1. 1. Clicked on Gifts for Good Site and didn't donate

4.3.2. Added Gift in trolley and removed

4.3.3. Added in trolley and didn't buy

4.4. Social

4.4.1. 1. Danielle to promote Gifts for good through her social channels

4.4.2. 2. Test Static vs Video Ads

4.4.3. 3. Investigate testing new Facebook Canvas Ads

4.4.4. 4. Facebook boosted posts ( results available )

5. Website

5.1. 1. G4g Card Skins

5.2. 2. Type of card ( E-Card/printed )

5.3. 3. Card type explanations

5.4. 4. Case Studies -- How this gift helps

5.5. 5. Suggest Gifts for : Father / mother / bf

5.6. 6. Search facililty on G4G pages

5.7. 7. Add social share to end of process

5.8. 8. Change copy in Cart to be more G4g focused

5.9. 9. Your Donation -> Your Gifts

5.10. 10. Additional buttons for "Checkout Now" and "Continue shopping"

5.11. 11. Fix wrapping on tablet

5.12. 12. Dont send people to checkout -- sendback to shopping .