This document proposes a partnership between CSOB, a Czech financial institution, and Mary's Meals, a charity that provides school meals to children in poor countries. It recommends that CSOB launch a "CSOB Futurum Account" that bundles pension savings for children with regular donations to Mary's Meals. This would help both organizations meet their goals - increasing the number of children with pension products for CSOB and gaining more regular donors to support more children through meals at school for Mary's Meals. Marketing would target parents and emphasize the future and emotional benefits of investing in their children's future.

1. Young lions 2019, Marketers
KRISTÝNA ČEJDOVÁ & ANNA DOSTÁLOVÁ
Let’s spread hope for better future

2. BETTER FUTURE FOR KIDS
OUR MISSION
For surprisingly low costs, Mary’s meals is able to help many kids.
Just for 421 CZK they are able to feed one kid for the whole year.
HIGH EFFICIENCY
Mary’s meals feeds 1 425 013 children's in 18 poorest countries
on Earth by providing food at the place of education.
WORLD WIDE HELP
Czech branch was able to collect 8,6 mil CZK within the first
10 month of their existence and fed 20 000 kids.
EFFICIENCY
From financial education, through ecological activities to start up
support, CSOB group is helping to change a world around us.
CSR AS A CORE OF OUR VALUES
CSOB group is one of the largest financial institution in CZ with
more than 3 mil clients. We want to be client's first choice.
PART OF STRONG FINANCIAL GROUP
We offer various financial products for kids to make start of their
life easier. We are proud leader in pension savings for kids.
LEADER IN PRODUCTS FOR KIDS

3. LONG-TERM PROPOSITION#
MUTUALLY BENEFICIAL
OUR CHALLENGE
Generation X and Y!
Heavy social media users (Facebook, instagram), e-mail still OK!
Willing to donate (especially towards kids)!
Care about their kids future and are willing to invest into ti!
Expect availability and simple solutions!
Barriers: need to be able to trust to NGO, high competition among NGO!
OUR TARGET GROUP
1. Parents who are about to make pension saving for their kid (19.000)!
2. Parents already made a pension saving for kid (70.000)
SEGMENTS
PARENTS
MARY’S MEALS NEEDS TO INCREASE NUMBER OF REGULAR DONORS!
CSOB PENZIJKO NEEDS TO INCREASE NUMBER OF CHILDREN WITH PENSION PRODUCT

4. Kid's future is highly relevant
topic for parents, especially
on emotional level.
EMOTIONAL RELEVANT
Parents are ready to invest
monthly in kid’s future and they
set up a automatic payment.
MONTHLY PAYMENT
When buying pension
product for kid, parents are
thinking about their future.
FUTURE
THE RIGHT MOMENT FOR OFFER
STRATEGY

5. CSOB FUTURUM ACCOUNT
BIG IDEAL
ACCOUNT FOR REGULAR
DONORS!
!
BUNDLED WITH PENSION
SAVINGS FOR KIDS#
!
DISPLAYED IN INTERNET
BANKING

6. CSOB FUTURUM ACCOUNT
BIG IDEAL
REGULAR
ADDITIONAL
PRODUCT!
!
DISPLAYED IN
INTERNET
BANKING FOR
CURRENT
CUSTOMERS

7. MOTIVATE ENGAGE
BUILD
COMMUNITY
Parents will receive after
buying our product bundle VIP
offer for other kids financial
product.
GET THE DONATION
Each owner of our CSOB
Futurum will received a free
copy of charity book with
motivational leaflet.
GIVE REWARD
Let’s organize regular meetups
with donos to celebrate result
and motivate them for their
own charity activity.
GET THE DONATION
LET’S SPREAD HOPE FOR BETTER FUTURE#
WITH CSOB FUTURUM ACCOUNT
KEY MESSAGE
FLOW

8. GOALS
BUSINESS GOALS
MARKETING GOALS
19 000#
NEW PENSION SAVINGS FOR KIDS
GAIN 15,6 MIO CZK#
FROM REGULAR DONORS
LAUNCH NEW PRODUCT CSOB FUTURUM ACCOUNT!
RAISE AWARENESS OF PENSION SAVINGS FOR KIDS!
SEEN AS CSR COMPANY - COMPETITIVE ADVANTAGE
INCREASE CUMBER OF REGULAR DONORS!
INCREASE AWARENESS ABOUT THEIR ACTIVITIES

9. Start 1/6/2019!
Duration 12 month
TIMING
200 000 CZK leaflets!
1 755 000 CZK book!
3 000 000 campaign
BUDGET
Creative (concept, leaflet)!
Media (PR plan, social
media)
DELIVERABLES
DETAILS
Tone of voice!
CSOB brand manual
MANDATORIES