• Campaign to integrate eCRM, user experience, search and display media
• Media activity to leverage GMTV’s ‘Finding Neema’ campaign

LONDON, 30th October, 2007… Harvest Digital has been appointed to produce and implement a digital marketing strategy for Plan International. The online marketing agency will work closely with the charity to raise awareness of the charity’s long-term community based development work and recruit sponsors for children in the developing world using a range of online media including search and display advertising. Harvest will integrate media planning and buying, search, portal partnerships, creative development and production, user experience, and eCRM to produce the most effective results for Plan.

Plan raises fund for development programmes in 45 of the world's poorest countries and works with children, their parents, and their community, to plan practical ways to provide services such as building schools, drilling wells, training nurses and helping families to support themselves. The charity has more than a million donors across the world and its partnerships with communities often last ten to fifteen years. It aims to ensure they achieve lasting improvement including giving its children a better start in life, confidence and knowledge of their rights. Harvest has produced creative in a wide range of formats including overlays and video MPUs, featuring children indicative of those helped by Plan and a call to action to encourage views to click through and sponsor a child. One execution shows African children playing football with the copy, ‘Sponsor a child and your name won’t be written on his shirt...it’ll be written all over his face.’

The activity commences with a campaign to leverage Plan’s PR activity with GMTV, which is broadcasting a feature from Tanzania called ‘Finding Neema’ presented by Fiona Phillips, who sponsors a child through Plan. Harvest has developed specific co-branded creative to drive traffic to the relevant content on gm.tv and generate clickthroughs to a co-branded landing page. General media activity includes search marketing on Google, Yahoo! and MSN, which will be upweighted to integrate with the GMTV campaign, display media on the major portals and advertising networks, CPC display activity and sponsored editorial on the Telegraph.co.uk with in-page video.

Katherine Dorset, Head of Digital at Plan International, explains, ‘Children are our future, but in the countries where we work, a fifth die before the age of five, and the ones who survive often go hungry and have no chance of learning to read and write. We wanted to increase our use of digital media in order to raise awareness of these children and encourage more people to make a difference to a community by sponsoring a child. We selected Harvest Digital because of their charity expertise, skills in online customer acquisition and ability to integrate with other online and offline media. As a full-service agency they understand all aspects of the customer pathway from banner to eCRM so they can optimize the budget most effectively.’

William Corke, Director at Harvest Digital adds, ‘We have used Plan’s brand style to produce gritty creative with edgy type in multiple formats, booked across a wide variety of media to give high visibility and integrate with the charity’s offline initiative’s such as PR. We consulted several of Plan’s international teams and recommended a digital strategy which builds on Plan’s previous direct marketing activity to reach a wider audience and encourages them to click through to learn more about Plan’s work and sign up immediately.’

Sponsors can select the area they wish to support and receive photographs and regular communication from the child they sponsor. Information about the family and community is also provided as well as details of the types of projects donors are funding around the world and an explanation of how Plan helps empower communities to meet the needs of all children. Sponsors receive a regular magazine and can arrange to visit their sponsored child’s community.

GMTV’s Fiona Philips began sponsoring Neema through Plan in 2004. In October 2007, she will meet Neema for the first time to see how Plan has spent her money. GMTV will broadcast live from Tanzania where Neema lives with her brothers and sisters. As well as helping Neema and her school, GMTV is planning to help a group of disabled children who attend another school in Neema's village, set up by Plan International. Catering for 80 children with a variety of physical and learning disabilities, Geita School for the Disabled Primary is the first one of its kind in the region.

About Plan International
Boilerplate to be confirmed
About Harvest Digital
Harvest Digital is a full-service online marketing agency specialising in media planning and buying, search marketing, and online marketing creative.

Formed in 2001, the company is privately owned by staff. Based in Soho in London, clients include Tesco Personal Finance, Norwich Union, Auto Trader, Thomas Cook, 3M, Tiscali, Shelter, uSwitch.com and CMC Markets.


For further information please contact:

Joanna Burton
Head of PR
Harvest Digital
e: joanna@harvestdigital.com
t: 020 7479 7500

Media team
Plan International
e: 020 7482 9777
t: media@plan-international.org.uk

Published on: 12:00AM on 31st October 2007