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United Kingdom Antartic Heritage Trust live brief 'Adopt a Penguin'

During week 6 we were told to use Miro and was given the following task:
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During individual research, I was able to complete a few of the post-it notes on Miro to help me learn more about the gentoo penguins and UKAHT.

The following image will showcase all of the notes I have completed on miro to complete this task:
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During individual research I was able to look through the specific presentation slides from the client to get more facts I need for the campaign. This gave me a lot of good information that will help me learn more about how to sell this product.

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I looked at what is actually inside the adoption pack and found out more information, like that it also includes a fact booklet, a bookmark and a sticker. The biggest selling point that stood out to me is that they also get a postcard sent all the way from Port Lockroy.

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I also learned more about where the money actually goes and were told it supports the long-term monitoring of the penguins which they have been doing since 1996-1997. The base they look after is on Goudier Island which is only about the size of a football pitch.

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Taking in consideration the sales data it was useful to see they have sold 464 packs between 2024-2025. The stats showcase the fact that 47% of all sales were gifts. Also 42% of the sales happened in December and January which also proves that the Christmas campaign is the most important one to focus on.

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It was also surprising to see where the customers are due to the fact that 47% of the sales actually come from the USA while the UK makes up 32%. This is good to know when thinking about who sees the social media posts. The photos of the adopters showed a lot of older people and grandparents holding the plushies which confirms the older target audience I spoke about before.

During the research I also decided to compare the UKAHT "Adopt a Penguin" scheme with one of the most popular charities in the world, WWF and their "Adopt an animal" scheme. Looking into their charity, they use the term emergency to sell a monthly subscription which is only only £3 per month which makes it affordable for a lot of people, and due to it being charged per month, that would equal to about $36 a year which if you have 100 people keeping the subscription on for a year thats £3600. 

Although I do not agree with the "emergency" sort of guilt-tripping they do to get people to buy into the subscription, I think the affordability is what truly gets people as in comparison to UKAHT, they only showcase a one time purchase of a plushie box more or less, which costs £75. That then is the end of the contact or revenue gain from client whilst WWF continues to get monthly payments almost like a "salary" from their clients creating a flow of income.

Taking this into consideration, it proves to me that targetting people who are looking to buy gifts for Christmas are more likely to spend that £75 on a adoption box for someone, mostly during that specific time of the year than any other time.
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