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Notes
1. How does distribution of filters work?
Waterroam partners with organisations of the target country. 100 filters
are distributed annually. Local communities will let them know where
water is needed. Then distribution takes place People(partners) are
chosen based on how active they are. They are paid on per project
basis.
2. Does waterroam have any ad strategies that differentiate them from
the rest that tell the same sad story?
Not at the moment. However, waterroam aims to make difference in
one life. Thus, acknowledging that a making marginal difference is
feasible compared to fixing a systemic problem (Geopolitical issues).
3. For the marketing campaigns/videos, what are the emotions, vibe and
feeling you’re trying to bring across to the investors
Key things to bring over: reality of the situation, what they want to sell
is not poverty, don’t over force of the misery of the people, but reflect
the reality of these people. Importance of clean water as a universal
right. Through spreading the message is what they hoping to achieve.
Bring the message of hope, and everyday heroes, regarding safe
drinking water. Transforming life.
4. Can you explain the key features of the ROAMfilter™ Plus that make it
suitable for disaster relief compared to other filtration systems?
Competitive: speed of deployment, and speed of production.
Community focus.
5. What strategies do you employ to ensure the sustainability of your
water filtration systems in the communities you serve?
The people that they hire, they teach routine replacement and lesson,
longevity.
6. What are there specific challenges wateroam faces in promoting its
mission and if so what resources or support could make the marketing
more impactful
Issue with water, SG drinking water is safe, general empathy, water is
plentiful and affordable. The truth is being born in other countries, they
might be dreaming for clean water. Active campaigning, the challenge
would be how they amplify the message.
7. Should we be mindful of any cultural or sensitive topics when creating
the posts? Are there any specific do’s and don’ts in terms of language
or imagery?
Emotional selling, reflect the truth. Do not over sell them, so
mentioning abt these community, avoid explicit and crude. Don’t use
language that is deem as offence to others. There is a range, use UN
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charter will be a good guideline. For our assignment, he allow us to
have different style of delivery, brand guide and flexibility.
8. What are the biggest misconceptions or barriers people have about
supporting this cause, and how can the campaign address or clarify
them
People tend to think the people as a one group of people, but there is
different diversity of the groups, like do not assume that they all are
the same, ethnicity. The call to action should be positive.
9. Measures:
Social media, like SCO and key words, monitory contributions and
shares that is amplified. Key things they look at measurable benefits.
CALL TO ACTION is important to them, but think as helping a friend to
promote, a certain call to action, like a story, but then what is the
action they need, what we can do to help.
10. Budget in mind:
Marketing budge in mind – material and photos are from bottom ups,
imput from community, whatsapp, facebook messenger, not intending
to pump ads. They have tried, ads have to pass a certain level before u
see donation, feedback. How saturated the space is for now. Answer is
no, they do not touch the donation and bring it back to the community.
Tight and margins are tight. Target operation for Myanmar is 100
thousand dollars. 200 filter. Campaign goal is $100, 000. Extremely
essential to them, closing the project.
11. What is wateroam unique selling point:
Improve better life and providing safe drinking water. Technological and
on the ground company. They work with community directly, and cares
for their issues. Being truthful.
12. Desensitisation effect: What can we do to change their life better in
the process of their war.
Government cannot do anything, eg they can’t stop the war. So to ease
their struggles.
13. Extra pointers:
- 60% is Singaporean, 15-20% is the people who is there. Singapore’s
community supports.
- Donation is used for the operations to bring the filters there. That’s
the business model.
14. How does Wateroam sustain itself if the donations are fully given
back to the community?
Wateroam sustains itself through a B2B and B2G business model,
selling filters to generate revenue. Donations are used to cover
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operational costs within each country or to distribute filters to those in
need.
