INTEGRATING COMPLEXITY THE LATEST INSTALMENT OF OUR JOURNEY TOWARDS MORE INTEGRATED & IMPACTFUL COMMUNICATIONS

INTEGRATED COMMUNICATIONS All methods of marketing –

fundraising, campaigning, trading,

advertising, public relations, media,

social, events, awareness-raising

and direct marketing – work in

unison rather than in isolation

through integration at every level of

management.

Different departments or functions

work together towards unified

objectives and outcomes, through

audience-focused communications

that deliver a range of aims

simultaneously – resulting in

stronger impact and greater

outcomes.

THE 5 PILLARS There are 5 pillars to this approach to integrating

our marketing communications. They each feature

an “S” for ease of recall:

1. One organisational story uniting teams with

continuity and a single-minded purpose to

underpin engagement

2. Clearly defined business strategy and requisite

investment that will best help us achieve our

mission

3. Shared accountability with clear mandates, and

focus on what unites us

4. shared planning & delivery built on a culture

of collaboration with trust, openness and

respect

5. Constantly applying the science of insight on

our audiences by thinking of them as we plan

and during real-time delivery

ENGAGEMENT METHODOLOGY

AUDIENCE

THE POWER OF

PEOPLE AGAINST

POVERTY

SINGLE POWERFUL STORY CLEAR & RECOGNISED IDENTITY

INTEGRATED COMMUNICATIONS

PUBLIC ENGAGEMENT

SHARED OBJECTIVES SHARED PLANNING ONE STORY APPROACH ORGANISATIONAL STRATEGY AUDIENCE SCIENCE

THE CALENDAR

DAVOS 2016

Objectives & targets

• Raise concern about economic inequality in the UK and across the

world

• Secure signatories to a petition calling for “end to era of tax havens”

• Recruit supporters

• Increase intention to support amongst mainstream audiences

• Activity-specific targets in parallel, concurrent channels: eg trading,

fundraising

INTEGRATED PLANS

• Media

• Social & web

• Opinion-formers – influencing networks

• Retail - >700 shops

• Mainstream consumer (TV)

• Supporter channels: general & campaigners

RESULTS

HEADLINES •Every Oxfam (that’s 20 different organisations)

pushed the story on media and social media, 24

countries took part. “End to the era of tax havens”

action in 16 affiliates (+ inequality action in Mexico)

•Over 106,000 people signed up to “end the era of

tax havens”

•We doubled the global media hits for our report

from last year to over 5000

•#inequality and #richest 62 trending Monday 18

Jan

•Over 30,000 people took an action on twitter with

Oxfam

IMPACT

WHAT PEOPLE HEARD

INTENTION DURING 1st AD BURST Visible impact of TV advertising with little coverage of UNGA, and limited Oxfam media pick-up.

Nepal Brand campaign

Other lines: competing NGOs

INTENTION DURING DAVOS 2015 No discernible impact of media pick-up around Davos on awareness and engagement

Other lines: competing NGOs

INTENTION DURING DAVOS 2016 Brand activity boosts results of media moment on Davos and drives awareness and engagement

Other lines: competing NGOs

RESULTS

Baseline

(based on

Jul 2015)

Jan

Actual

Primary

Metric Intention to Support 17.9 pts 18.7pts

Secondary

Metrics

Spontaneous Awareness

(top 3 charities) 27% 36%

Spontaneous association

with global poverty 28% 28%

Increase in agreement

“I know what Oxfam are working on” 17% 22%

Increase in agreement

“I feel I can make a difference” 28% 34%

INSIGHT

• Integration can work

• Planning has to be more than “calendar Tetris”

• You can’t do everything at all times

• Primacy of objectives is key

• Content doesn’t have to be matching luggage – that’s what brand is

for

• “Media first” needs emotional fuel to convert into hard output

• Simple stats and share-graphics is as deep as it needs to be for

reach – maybe that’s how to start the journey

THANK YOU Any questions?

Visit the CharityComms website to

view slides from past events, see

what events we have coming up

and to check out what else we do:

www.charitycomms.org.uk

Conference

25 February 2016

London

#integratedcomms

Integrated campaigns:

planning, delivering and

evaluating

Sponsored by

@goodagencyldn