Microsoft — Search & Give — www.searchandgive.com


Summary:

Powered by Microsoft’s Live Search, Search and Give is a charity search engine that allows users to donate to any non-profit organization that has special meaning to them. Every search results in a penny donated to the school or charity of the user’s choice.

Challenge:

Search & Give was concluding its partnership with the Live Search Club and was preparing for a product launch in the new fiscal year. Search and Give needed assistance with many of the elements associated with going to market with a product that does not have strong brand recognition nor a large marketing budget.

Knee Deep Solution:

Knee Deep created the Search & Give messaging framework and unique value proposition and developed a strategic marketing plan to support the the Search & Give launch. Knee Deep conducted a competitive analysis across other charity search engines in order to identify a value proposition for Search and Give that was distinct from the competitors already in this space:

  • A messaging framework was developed to ensure consistent messaging across all marketing channels including co-marketing efforts through partners.
  • Knee Deep developed a multi-channel strategic marketing plan for launch and sustaining marketing. The recommended online and offline tactics were designed to achieve business goals for Search and Give within a tiered budget.
  • Knee Deep also provided business strategy recommendations that Search and Give implemented to ensure competitive parity.

Impact:

Search & Give currently lists over 800,000 charities and over 12,000 schools are represented with over six thousand active school coordinators. This success is measured not only in the number of Live Search queries but in the amount of money that Search & Give has contributed to local schools and charities.