1. P&G’s GIVE Education and
Communities in Schools: Let’s
School the Nation 2011
Molly Alexander
Lauren Halabi
Heather Mooren
Brittany Taylor
Ardranna Weatherspoon
02/21/2013

2. Campaign
• Communities in Schools (CIS): nation’s leading dropout
prevention organization (PRSA, 2012)
• More than 1.2 million students drop out every year, 1/3 of
high school students fail to graduate on time (Communities in
Schools, 2013)
• Back to school (BTS) timeframe (July/August) (PRSA, 2012)
• P&G brands have not gotten fair share in consumer spending
during BTS (PRSA, 2012)
• “Cause mainstream” consumers targeted, as well as moms
tasked with buying school supplies (PRSA, 2012)
• 2011 campaign spokesperson: John Legend (Communities in
Schools, 2011)

3. P&G’s Mission & Business
“We will provide branded products and services of superior quality and
value that improve the lives of the world’s consumers, now and for
generations to come. As a result, consumers will reward us with
leadership sales, profit and value creation, allowing our people, our
shareholders and the communities in which we live and work to prosper.”
-P&G.com
• 50 leadership brands, some of the most well-known
household names (P&G, 2012)
• 90% of these provide over 90% of sales and profit
(P&G, 2012)
• 25 of these are “billion dollar brands” that generate
more than $1 billion each in annual sales (P&G, 2012)

4. P&G’s Reputation
• Well-known household brand names distributed
(P&G, 2012)
• Care for community and environment, use goals to
give back through campaigns(P&G, 2012)

5. Campaign Objectives & Improvements
• In its inaugural year, drive at least 500,000
brandSAVER coupon redemptions
▫ More time-definite; specific date should be set.
• Secure retailer buy-in of GIVE Education to drive in-
store display and trial of participating P&G brands
such as Tide, Crest, Olay, and Puffs during BTS
▫ More of a strategy than an objective.
• Break through the media clutter to promote the
launch of GIVE Education "School the Nation"
program
▫ More specific; how exactly do they plan to "break
through the media clutter?“

6. Campaign Objectives & Improvements
• Raise profile and position of CIS in order to
increase awareness of the organization and its
success
▫ Should be measurable; should include how
much P&G would like to increase awareness
• Achieve at least $10,000 in fundraising for CIS
▫ Missing time frame, ensure that $10,000
is achievable as well as realistic

7. Tactic: Social Media Tools
• P&G's use of social
media is probably the
most common and most
effective of tactics
• Used social media not
only to promote the
cause, but also to inspire
support for both the
cause and children in
America

8. Tactic: Deals, Coupons & Rebates
• brandSAVER booklets with
more than 30 coupons in each
booklet, distributed to more
than 50 million U.S.
households in Sunday papers
(PRSA)
• For every coupon redeemed,
P&G donated $0.02 to CIS
(PRSA)
• For every $25 spent on select
brands, $5 mail-in-rebate
(PRSA)
• P&G will donate $5 to CIS
(PRSA)

9. Tactic: Celebrity
• Partnered with John Legend in
2011 (PRSA)
• Used celebrity popularity for
this campaign to draw
awareness to the cause (PRSA)

10. Campaign Strengths & Weaknesses
Strengths Weaknesses
• 25 million GIVE Education
brandSAVER coupons were
redeemed through purchases –
50 times the goal (PRSA)
• 911 million + total impressions
from traditional & social media
• Facebook “likes” increased 143
percent (PRSA)
• P&G myGIVE, corporate social
responsibility
• Cost per CPM was $0.61- two
times less than the projected
cost (PRSA)
• $667,000 in cash was donated
to CIS through brandSAVER
coupon redemptions- more than
60 times the goal- in addition to
$500,000 in product donations
(PRSA)
• Spokesperson
• Objectives were set low
• Key markets only were big cities
(ex: NY and Philadelphia) which
caused a
• Disconnect with drop out rates
locally
• Back to School is a busy time for
families and money is tight
• No social media evidence of
campaign

11. Campaign Recommendations
• Build on Success:
▫ Keep John Legend as spokesperson
▫ Retain a female spokesperson
▫ Increase monetary goals
▫ Increase P & G brand savor coupon book from 30 to 50 coupons
▫ Get more student testimonials
• Address Weaknesses:
▫ Extend the campaign until end of September
▫ Increase key markets from 5 to 8 cities
▫ Create YouTube or commercial
▫ Maintain social media presence year around

12. Sources
• P&G, Citizen Paine. (2012) P&G’s Give Education and Communities In
Schools: Let’s School the Nation. Retrieved from
http://www.prsa.org/SearchResults/view/6BW-
1207F12/0/P_G_s_Give_Education_and_Communities_In_Schools_Le
• Authors (2012) Purpose, values, and principles: Our foundation. Retrieved
from: http://www.pg.com/en_US/company/purpose_people/pvp.shtml
• Authors (2012) P&G Leadership brands. Retrieved from:
http://www.pg.com/en_US/brands/index.shtml
• Authors (2012) P&G Report Card: Final results for 2012 sustainability
goals. Retrieved from:
http://www.pg.com/en_US/sustainability/performance.shtml
• Bento, M. (2011) Communities in schools and P&G team up with John
Legend to fight the nation's dropout crisis. Retrieved from:
http://www.communitiesinschools.org/pressroom/resource/communities-
schools-and-pg-team-john-legend