Contents
Introduction to the case comp from SAMM
Introduction to the Case Competition from StreetSmart
Competition Details
Important dates:
Competition Objective and Logistics
Submission details
Other Helpful tips to guide your recommendation
Winning Opportunities
Our lovely competition judges:
Adam Robinson
Jen Sharpe
Mazen Nuwayhid
Lauren Burge
Eden Boulanger
Another SAMM representative?
What we are going to be looking for in your submission
Other Helpful tips to guide your recommendation
Introduction to StreetSmart
Our Values
Introduction to CafeSmart
“Shoot your Hipster Barista” Competition
StreetSmart’s fundraising and grant distribution process
Community Impact Stories - StreetSmart CafeSmart Grants 2012 and 2013
Data File:
Introduction to the case comp from SAMM
Dear SAMMer,
It is with great excitement that I welcome your participation in SAMM’s 2014 case competition with StreetSmart Australia. This competition is an exciting opportunity for you and your friends in teams of up to 4 people, to put forward your best and brightest ideas and have a real positive social impact.
The Students’ Association of Management and Marketing is dedicated to help students interested in these disciplines expand their knowledge and skill-set through holding various networking and career building events. We realize the importance of providing sufficient opportunities to students to build their connections with industry professionals via these events. This case competition beings to you another exclusive chance to work with professionals in implementing your marketing ideas into a national campaign!
This case booklet is divided into two sections. The first section is administratively focused and outlines all the key details you need to be aware of; important dates, judging criteria, opportunities available to winning teams, team details and more. The second half of the booklet provides information about StreetSmart and its operations and culture. The focus here is on providing you with detailed information which you can use to make more informed and impactful decisions when designing your entry.
Introduction to the Case Competition from StreetSmart
The objective of this competition is to design a social media campaign for StreetSmart Australia’s midyear fund raising campaign CafeSmart. CafeSmart is a single day event which will be held on August 8th this year, and StreetSmart wants your help in designing and implementing a social media campaign. This is an Australia wide event and a fantastic opportunity for you to have your ideas drive positive social impact on a national level, through SAMM, for StreetSmart Australia. The best entrants may also have an internship opportunity with StreetSmart based on the implementation of their strategies.
StreetSmart is an independent not for profit that takes action against homelessness at the grassroots. Through its fund raising campaigns, including CafeSmart, StreetSmart raises money from the community and then redistributes these funds through micro grants to small community organisations tackling homelessness. In 2014 StreetSmart is hoping to beat its 2013 fund raising total of $83,000 and they’ve looked for the best and brightest to do it.
You can either work independently or in teams with up to 4 members. The case booklet will be realised through the StreetSmart website on April 14th and submissions are due before 11:59pm on May 11th.
We want to see your best ideas on how to increase CafeSmart’s social media presence and how you will translate this into raising more funds on the August 8th. We are passionate about making this year a big year and are hoping to implement the best ideas, and we want to give you the best chance of joining us through an internship opportunity; so here’s some tips on what we will be looking for.
- Make it as viable as possible. StreetSmart’s social media activity definitely has room to grow, so take ownership of it. How will you implement your idea? What are the resources you need? What are the problems you face? Now tell us how you will overcome these and make it happen. At the end of the day, if it’s a good idea and you can convince us that you can do; we will want to bring you on board and actually execute. Did I mention this will go across the nation?
- Deliver a powerful message. We encourage you to find out more about StreetSmart by visiting our website and seeing the type of people we work with. Find a strong message. Deliver it in a meaningful way. Make it go viral.
If you have any burning questions send them to
This booklet contains all the basic information you might need in forming the design of your social media campaign. You do not need to use every single piece of information contained in this booklet, though it will allow you make informed decisions in designing and delivering a social media campaign. We’ve provided a brief outline of StreetSmart Australia and our operations, and specific details are attached at the back of the booklet. Even more information is available on our website (
Competition Details
Important dates:
Launch Date: April 15th
Information Session:April 18th 5:30 – 6:30 pm
Submission Date: May 11th
Presentation event with SAMM: May 15th
CafeSmart 2014: August 8th
Competition Objective and Logistics
Teams are asked to design a social media campaign for CafeSmart 2014. Your proposed social media campaign should be designed and outlined in a single MSWord document. The objectives of this campaign are to:
- Engage and activate our online community to participate in CafeSmart
- Engage and activate our online community to engage with their networks to encourage their participation in CafeSmart
- Increase the public’s awareness of CafeSmart, helping to raise more funds on the day.
- Build our online communities for future activation
Team Sizes: You can enter as an individual or in teams with up to 4 members.
The campaign can span across a variety of social media platforms including:
Network / Following / URLFacebook / 7033 followers /
Twitter / 6890 followers / @streetsmartaust
Instagram / 526 followers / @streetsmartaust
Enews letter / 2300 subscribers
Google+ / StreetSmart has a Google+ page but is Not Active Engaged on Google+ / StreetSmart Australia
Linked In / StreetSmart has a Linked In page but is Not Active Engaged on Linked In /
YouTube / StreetSmart is active on YouTube in a limited capacity /
Plan the campaign to take place over 4-6 weeks in the lead up to CafeSmart 2014.
We cannot stress enough how badly we want to see your work across the nation. So, keeping this in mind, you and your team should focus on making these recommendations as implementable as possible. Bonus points go to teams with feasibility plans, implementation strategies and project timelines.
Submission details
You will need to email the following to StreetSmart by 11:59pm on the 11th of May:
- Team sheet with team members details
- Social media campaign proposal as a word document.
If you want to provide a set of power point slides to accompany your proposal you may; but judgement of your entry will be focused on the word document.
Other Helpful tips to guide your recommendation
Consider key stakeholder groups including Coffee Rosters, CaféSmart Cafes and StreetSmart Grant recipients.
Consider how traditional media will intersect with our online campaign – we currently have partnerships with Broadsheet and YELP.
When it comes to your proposal, less is more. We would like you to get your ideas across in 10 pages or less. This doesn’t need to include your cover pages, bibliography or appendix as we might not necessarily look at these. (WARNING: Don’t put the bulk of your work in your appendix and deliver a 1 page recommendation, it is incredibly inconvenient to read.) You can put additional case studies and information to support your ideas in the appendix but don’t put your primary ideas there, as we might not find them.
We recommend you structure your submission in the following way:
- Cover page with team member namesNot counted
- Campaign recommendation (Think executive summary)2 pages
- Details (Jump into the fine print of how and why?)8-10 pages
- AppendixNot counted
- BibliographyNot counted
Winning Opportunities
It cannot be stressed enough how excited StreetSmart is by this competition and how committed we are to implementing the best ideas. StreetSmart will therefore strive to work with the entrants who put forward the best ideas on designing a volunteer internship with StreetSmart Australia, where they will work on implementing their ideas over the university midyear break in the lead up to CafeSmart 2014.
Due to the open ended nature of this competition, StreetSmart has not yet committed to a rigid internship structure as of yet. Instead, we hope to work with the best ideas to design a program that works well for everyone. Make no doubt, however; 2014 is going to be a massive year for us, and we want you to be part of it.
Our competition judges
Adam Robinson
Adam is Founder and CEO of StreetSmart Australia. After a successful business career Adam decided to jump ship and work in the not for profit sector. After some hands on experience working in smaller grassroots services Adam realised the challenges smaller NGO’s faced in raising funds. He set up StreetSmart in 2003 and to date has raised $3million+ to support 723 projects.
Jen Sharpe
Jen is a Board Member of StreetSmart. After working in publishing, for a not for profit and for one of Australia’s biggest PR agencies, Jen established her own PR agency dedicated to projects that lead to positive social benefit - Think HQ. Nearly four years old, Think HQ works with great clients from the philanthropic, not for profit, government and social enterprise sectors.
Mazen Nuwayhid
Mazen has worked with StreetSmart for over 15 months to bring new ideas and fresh faces into the organisation. He was Team Leader in a 180DegreesConsulting growth strategy report which was deliver in October 2013; and has spent much of his time activating the recommendations of that report.
Lauren Burge
Lauren joined StreetSmart recently at the end of 2013 and since has been responsible for developing our HR capabilities, working on developing process to bring in new volunteers into StreetSmart through unpaid internship opportunities. She is currently completing her studies at La Trobe University, and has had extensive work experience at BCG where she helped in the recruitment of the 2015 offeree intake.
Eden Boulanger
Eden, President of SAMM, have been in SAMM for two years now. She was the Chairlady of Annual Dinner Committee back and worked as a Marketing Assistant at an International Manufacturing Company back in Hong Kong prior to coming back to Melbourne to continue her studies at the University of Melbourne. She is currently in her Bachelors majoring Management and Marketing to pursue her passion in these disciplines.
What we are going to be looking for in your submission
What we are looking for in your submission is “What”, “How”, and “Why”. Make sure your recommendations are grounded in evidences of past successes – is what you are suggesting based on a hunch or has it actually worked in the past. Here are some of the main pointers.
Reasoned proposal:
We want a campaign outline; this means you should be saying “Do this!” Just make sure you justify why this will work and how. Look for a best practice against which you can bench mark your recommendations.
Viability:
We want this to happen! We even want you to do it with us, so make sure this is viable. Go beyond the theory and get into as much detail as possible with regards to making this happen. Get an implementation timeline outlined, identify the resources and people you will need, and be conscious of potential problem and how you would overcome them.
Breadth of platforms:
We want to maximise reach, and we believe this requires a presence across a number of platforms. So if you think you have the right strategy to make an Instagram hashtag go viral; GREAT!! Just don’t let that be your only proposal.
StreetSmart is hoping to implement your proposal, and we have a number of social media platforms which we have not yet fully engaged with, meaning you have almost absolute free reign.
Success metric:
Will this work? How would you know? What is the metric by which you will measure the success of your idea?
Creativity:
Make it pop! Make it witty! Make it extraordinary!
At the end of the day all the logic, insight, implementation strategies will be back of house. They are 100% necessary, but make sure the campaign itself stands out and engages the public.
Other Helpful tips to guide your recommendation
StreetSmart is a small NGO with limited resources. However we will be producing support collateral for the CafeSmart campaign. This will include a range of A3, A4 and A5 posters, small collection box, and pin badges for café staff. We also have set aside a small budget of $1000 for social media implementation, including design of web banners etc.
Consider key stakeholder groups including Coffee Rosters, CaféSmart Cafes and StreetSmart Grant recipients.
Consider how traditional media will intersect with our online campaign – we currently have partnerships with Broadsheet and YELP.
Less is More: reports should be no more than 10 pages. This doesn’t include your cover pages, bibliography or appendix. (WARNING: Don’t put the bulk of your work in your appendix and deliver a 1 page recommendation.)
Introduction to StreetSmart
Unlike many other organisations which address homelessness, StreetSmart is heavily community orientated. We sponsor grassroots projects; the little guys who often have the biggest impact.
The money raised by StreetSmart campaigns stay within the local community. We believe in redistributing the funds in the community they came from so that the social impact can be witnessed, not just reported.
Each project addresses a specific need, and each grant is approved by our grants advisory board. StreetSmart helps the community solve a communal problem.
Because 100% of our donations fund these grants, StreetSmart relies on the generosity of its funding partners and philanthropic donations to pay for operations. Our decentralised operational structure allows a small team to make a big impact at lower costs.
StreetSmart has expertly balanced this commitment to local communities with the unfortunate reality that homelessness is an issue effecting all of Australia. StreetSmart is a truly national organisation with operations and campaigns across all of Australia.
Introduction to CafeSmart
CafeSmart was StreetSmart’s second major annual fundraising campaign which started in 2011. CafeSmart is a single day campaign across Australia, where on a designated day a dollar from each coffee sold at CafeSmart affiliated cafes is donated to StreetSmart. Some cafes are supported by their coffee roasters with free beans on the day.
2014 will be our 4th year running this event, and we hope to make a substantial gain on last year’s amazing $83,000 fund raising effort.
Because CafeSmart is a single day event, it doesn’t have the ability to gain traction over an extended time period with return customers bringing friends and spreading the word by word of mouth. Therefore the challenge is to build momentum up to the actual CafeSmart day to maximise participation. We don’t want people finding out about the event, mid-afternoon of CafeSmart day!
This means we need to change consumer behaviour patterns on that one day! Huge ask I know. However we have teamed up with the best cafes and coffee roasters around , so they’ll probably thank you for redirecting them towards a little slice of caffeine heaven.
Promotion in the past has been through in store posters, our website, partnerships with Broadsheet and YELP and our “Hipster Barista” social media campaign. These have been effective, but this year we believe there is an opportunity to go to the next level.
“Shoot your Hipster Barista” Competition
For the 2012 and 2013 CafeSmart events StreetSmart’s ran a social media campaign called “Shoot your Hipster Barista”. (See Screenshot on next page for full details and search our website News section, and Facebook posts for both 2012 and 2013). In 2013 we changed the objective of the campaign away from taking a selfie with your “Hipster Barista” to submitting a photo from your local CafeSmart café which “captures the essence of café life”.
These photos helped to up the profile and increase exposure of the café’s online; driving supporters into the cafes, as well as providing StreetSmart with promotional material for future CafeSmarts (see Facebook photo albums from CafeSmart).
You might want to include an updated Hipster Barista campaign in your social media campaign proposal. We think the hashtag (#hipsterbarista) is a bit outdated, what do you think?
StreetSmart’s fundraising and grant distribution process
StreetSmart acts as an intermediary which connects grassroots organisations tackling homelessness with their local community to generate positive social impact. The transfer of funding from the consumer to the community grant is complex and is made up of many different and unique phases; with StreetSmart involved in each from the every start.