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Theresa WesselsInga WarrelmannJustine Portelli Lilei LiLisa LaschkeStefan WolfkampQing Xu

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Agenda

General informationOrganisationHistoryFinanceManagementOnline Marketing - Digital Marketing Strategy

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General information

• United nations childrens’ Fund• Promotes the rights and wellbeing of every

child• Working for children for almost 70 year• Work in 190 countries and territories • Headquater in New York• Executive Director: Anthony Lake

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Priorities of UNICEF

• Child survival and development• Basic education and gender equality• HIV/AIDS and children• Child protection• Policy advocacy and partnerships

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History (1/3)

1946 – UNICEF was founded by the United NationsGoal: Providing food, clothing, health care

1953 – UNICEF is from now on part of the UNStart of a campaign against a children´s disease

1954 – Danny Kaye becomes UNICEF´s ambassador 1959 – UN adopts children rights

Aim: Protecting children´s safety, education, health care, shelter, nutrition

1961 – UNICEF focusses on the support of kids education

Teacher training, classroom equipment

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History 2/3

1965 – Reception of the Nobel Piece PrizePromotion the brotherhood among nations

1979 – People and organizations prove their commitment to children 1981 – Reinforcement of the breastmilk substitutes to support breastfeeding

Improve health of infants 1982 – UNICEF pushed rescue of many children

On the basis of growth monitoring, oral rehydration, breastfeeding, immunization

1987 – Spark the discussion about how to protect children and women from the economic outcome and the poor country situation

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History 3/3

1989 – Human rights legislation is adopted1990 – Summit for children

Goal: Increase the children´s health, nutrition, education

1996 – UNICEF´s support of a study „The effect of children on war´s“ 1898 – United Nations picks up on topic of children and conflicts 2001 – New campaign launched „Say Yes for Children“

Initiative of the Global Movement for Children to integrate every citizen with the aim to support children´s live

2002 – First session dedicated to children to rekindle dedication to children's rights

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Finance (1/3)

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Finance (2/3)

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Finance (3/3)

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Management

• UNICEF is supported by voluntary funds. Governments contribute two thirds of the resources; private groups and some 6 million individual donors contribute the rest through National Committees.

• Country office carries out UNICEF‘s mission through a unique programme of cooperation developed with the host government.

• Regional offices guide the work and provide technical assistance to country offices as needed.

• Overall management and administration takes place at headquarters.

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Management

• Specialized offices include the Supply Division, based in Copenhagen, which provides essential items as the majority of  life-saving vaccine doses for children in developing countries.

• It operates the Innocenti Research Center in Florence

• Offices for Japan and Brussels, which assist with fund-raising and liaison with policy makers.

• 36-member Executive Board: Establish policies Approve programmes Financial plans and budgets

Guiding and monitoring all of the works.

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Organization

• UNICEF is a private, self-governing, non-for-profit organization on behalf of children in 190 countries

• Different country offices carry out UNICEF's mission according to their unique programs of cooperation developed with the host government

• The organization consists of head quarters, supply division, innocent research center, 34 national committees, individual donors and a 36-member executive board. (UNICEF, 2016)

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Organization

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Digital marketing strategy

• Encouraging public support, participation and action (donations)

• Ensuring greater transparency and accountability• Increasing and sustaining relationship-building and brand

awareness

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Digital marketing strategy

• Encouraging public support, participation and action (donations)

• Ensuring greater transparency and accountability

• Increasing and sustaining relationship-building and brand awareness

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General information: History

• Website (and seperate Online Shop)• Display advertising (Banner, Images,

Videos)• Social Media • Blogs• Podcasts• Open data portal (Statistics)• E-mail Marketing (Newsletter)

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General information: History

Mobile Marketing Affiliate Marketing (App for smartphone and tablet) (Banners on partner website)

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References

• https://www.unicef.org/about/who/index_introduction.html• http://open.unicef.org/• https://www.unicef.org/publications/files/UNICEF_Annual_Report_2015

_En.pdf• USIP (2016) Guide for participants in peace, stability, and relief

operations. Available at: http://www.usip.org/node/5602 (Accessed: 2 December 2016).

• UNICEF and Sasha, Z. (2016) How UNICEF works. Available at: https://www.unicef.org/about/structure/ (Accessed: 2 December 2016).

• Nutrition Supplier Meeting (2015) Supply division. Available at: https://www.unicef.org/supply/files/1_UNICEF_Supply_Divisions_Procurement_of_Nutrition_Supplies_Francisco_Blanco_UNICEF_SD.pdf (Accessed: 2 December 2016).