Successfully navigating a communication campaign in the not-for-profit sector - Clare Collins &...

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Communication Campaign Success in the Not - For - Profit Sector Connecting Up Conference 2013 presented by Clare Collins & Alice Collins

Transcript of Successfully navigating a communication campaign in the not-for-profit sector - Clare Collins &...

Page 1: Successfully navigating a communication campaign in the not-for-profit sector - Clare Collins & Alice Collins

Communication Campaign Success in the Not-For-Profit Sector

Connecting Up Conference 2013

presented by

Clare Collins & Alice Collins

Page 2: Successfully navigating a communication campaign in the not-for-profit sector - Clare Collins & Alice Collins

© Insight Communications 2013

Insight Communications

Multi-award winning creative public relations & communications!

NSW State Parliament Resolution Acknowledgments 2013 - Lymphoedema Awareness Month 2012 - “It’s Cool To Be Kind” & “Iced Tea Party” – Lymphoedema Awareness Month

2012 - Public Relations Institute of Australia Awards State Awards for Excellence Asbestos Awareness Week 2011 - Asbestos Education Committee - Winner ‘Government Sponsored’ Touch of Teal Campaign 2011 - Ovarian Cancer Australia - Silver ‘Health Organisations’

2012 - Public Relations Institute of Australia National Golden Target Awards Touch of Teal Campaign 2011 - Ovarian Cancer Australia - Silver ‘Health Organisations’

2010 - Public Relations Institute of Australia Awards State Awards for Excellence

11th Hour Campaign - Ovarian Cancer Australia - Silver ‘Health Organisations’

A Gift Like Nun Other - Alma Nuns – Timor-Leste - Silver ‘Low Cost / Pro Bono Campaign’

2010 - Public Relations Institute of Australia National Golden Target Awards

11th Hour Campaign 2010 - Ovarian Cancer Australia - Silver ‘Health Organisations’

A Gift Like Nun Other: Alma Nuns - Timor-Leste - Silver ‘Lo Cost / Pro Bono Campaign’

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© Insight Communications 2013

CAUSE CULTURE COMMUNITY

Clients Past & Present

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Who are You?

If people don’t know who you are and what you do, they can’t support you! The purpose of ALL communication for NFPs Support core business objectives of the organisation

Brand awareness = Stakeholder engagement Donations Corporate partnerships - dollars & in-kind Spokespersons - ambassadors Access to information & services Information for consumers

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Who are you?

If people don’t know why you exist, they can’t support you!!! If people don’t know you exist, they won’t hear you speak... If people don’t hear you speak, they won’t be influenced by your

message... If people aren’t influenced by your message, you can’t influence

change... You have a unified voice... You have a unified message... Deliver your message in a way that is clearly understood... Communication Management, is the combination of multiple

communication tools that enable you to speak, to be heard and to influence positive change...

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Campaign Challenges for NFPs

Limited budgets

High expectations – large return on small investment

Will it equate to fundraising dollars?

Unrealistic expectations

Expect everyone to share our passion & vision

Timing & competition

Competing with other NFPs for editorial, advertising space & donations

Subject matter

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Campaign Challenges for NFPs Cont..

Competing with major media stories

Disasters, scandals, elections

Donor fatigue – every day is an awareness day!

Limited internal resources to support campaign requirements

Case studies are often difficult to acquire

Key messages

Must always be clearly defined specific to target audiences in line with objectives

Media disinterest

Just another sob story - TV often ‘ratings’ dependant

Not always newsworthy - Be a detective to find the story!

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Live & breathe the brand, campaign objectives & messages

Research - statistics & ‘research outcomes’

Facts & figures demonstrate the need

Be strategic – leverage synchronised communication tools

Media, advertising, marketing, fundraising, digital assets

Know your target audiences at all levels

Media to disseminate the messages

Targeted approach - Define the audiences

Story telling - case studies that demonstrate your message

Overcoming the Challenges

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Overcoming the Challenges Cont...

Partnership engagement

Low budgets = resourcefulness = ask the question...!

Demonstrate the purpose – organisation’s message & ‘need’

Make a personal connection to your target audience

Voice of authority - Spokespersons

Credibility - accredited knowledge

Good talent

Knowledgeable - well briefed spokespersons Quality and quantity of case studies Face of the campaign/organisation - ambassador or patron

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Develop detailed communication strategy The more the message is received in multiple formats, the

greater the opportunity to influence

Utilise all key communication streams - public relations, advertising & marketing, fundraising, digital Must combine delivery of consistent messaging and brand across

all streams

Creates multiple touch points for messaging

Strategic roll out - create multiple touch points Volume & quality of stories

Traditional & non traditional media

Advertising - coordinated approach

Events - leverage messages

Recipe for Success

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Campaign Goals & Objectives

Goals – Overall

Community education

Brand awareness – inform potential clients about services

Generate funds to support services

Engage stakeholders to support your mission – e.g. Government

Objectives - Specifics

Secure media coverage in all regions where you operate

Increase corporate partnerships

Increase enquiries for support services

Increase website traffic

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Strategic Coordinated Approach Campaign Planning - The devil’s in the detail!

SWOT analysis - Attention to detail is essential! Messaging Brand Resources Target audiences Competitors Platforms

Research – quantitative, qualitative & desktop Know your brand, audience, message, market Competitors – timing is critical! Determine multiple touch points

Creative - lateral thinking Adhere to budget constraints You don’t always need big budgets to achieve realistic objectives

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Campaign Strategy Development

Campaign creative

Brand messages

Campaign messages

Factual content

Passion persuades

Define realistic timelines & resources

Multiple touch points

Implementation

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Key Campaign Components

Public relations – Media engagement Brand awareness - demonstrate the need Influence & engage multiple target audiences Campaign launch media events

Brand identity management Reputation Organisation – stay on message

Advertising & Marketing Community Service Announcements (CSAs) – radio, television, print Collateral – flyers, posters, digital, direct marketing Promote products & services

Fundraising Direct marketing – mail, email, telemarketing Digital – website, social media, e-marketing promotions

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What’s in a Campaign?

Defined goals & objectives Primary Secondary

Target audiences Primary Secondary Intervening Stakeholder

Key messages Appropriate Multiple - tiered Continuity Organisational – brand identity

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What’s in a Campaign?

Stakeholder engagement Case studies – clients, patients, consumers Experts – researchers, government representatives Advocates – ambassadors, like-minded organisations

government

Partnership enhancement & development Existing and potential supporters – corporate partners

Policies & Procedures Approval process Release forms

Campaign assets - collateral

Media strategy

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Campaign Assets

Collateral Creative – campaign themes - all communication

platforms Marketing materials – brochures, flyers, advertising Copywriting – media, proposals, briefing notes, event

briefs

Photography & Videography Images deliver a most compelling story Creative briefs & script writing

Digital assets Website – informative, accessible, video, call to

action Social Media - Supports all other forms of

communication

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Campaign Assets

Advertising & Marketing Radio and television CSA’s, print ads, posters, flyers,

direct mail

Event development & management Media, fundraising, stakeholder & community

awareness

E-marketing E-Newsletter, email, banner ads & tiles, social media

Spokespersons Demonstrate leadership in the field – voice of authority

Resilience! Be prepared to kiss a lot of frogs!

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Community Service Announcement

http://youtu.be/tsyxwc5XXXM

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Media Strategy Timeline for preparation & implementation

Demonstrate newsworthiness - clearly defined messages

Relevant to audiences

Deliver a call to action to influence behavioural change

Briefing Notes & Speech Notes Objectives & Key Messages

Collateral – more than just a press release! Media Kits - Journalist Notes

Proposals – corporate partners, ambassadors, media partners

Spokesperson biographies

Photographs & video

Case studies – profiles

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Media Kits & Distribution What makes an effective media kit?

Who, what, where, when & why! – well written copy

Branding

Key messages

Spokesperson quotes

Statistics & research outcomes

Journalist Notes & Photo ops

Photographs for use by print journalists

Targeted distribution

Variations

Campaign media kit – basis of all others

Media template – for use by stakeholders

Media template – for use in case studies

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Reporting & Measuring

Campaign results must directly reflect campaign strategy!

Provide statistics that can be referenced • Media release distribution

• Case studies

• Media clipping service

• Website tracking

Demonstrate effectiveness of all campaign components

Deliver ongoing leverage for your organisation to attract support

Accountability - Demonstrate return on investment

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A Day in the Life of a Campaign...

Public Relations

Media launch event

Radio Radio grab on morning news Live interviews & talk-back radio Pre-recorded interviews

Television Interview/story on breakfast & morning TV Item on television nightly news Current affairs program Relevant program - Lifestyle

Print Feature articles in magazines Article in major metro press Case studies in community press

Online News sites Links to partner sites Social media

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A Day in the Life of a Campaign Cont...

Advertising

Radio CSA In the lead up to the campaign Throughout the campaign

Print ad - filler space Major metro newspapers Community newspapers Magazines

Television CSA In the lead up to the campaign Throughout the campaign

Online Banner Ads - news sites & partners Blogs Social media - Facebook –-targeted approach

In-store Ad on checkout screens & in-store radio

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A Day in the Life of a Campaign Cont...

Marketing & Fundraising Merchandise in store & online

Posters & flyers partner & stakeholder outlets

Outdoor marketing - street banners

Email marketing E-newsletter Supporter database

Corporate partnerships Targeted lists

Direct mail to donor database - appeal for funds

Cause related marketing In-store branding & percentage of the sale of goods

Fundraising event/s - internal & external call for

support

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Case Study 1: The 11th Hour Campaign

Objectives: To raise awareness of ovarian cancer symptoms Generate widespread brand awareness about

ovarian cancer & Ovarian Cancer Australia Fundraise for the programs & support services

Challenges: Short lead time incorporating Christmas / New

Year Limited budget & resources Limited case studies

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Case Study 1: The 11th Hour Campaign

Campaign Rollout National campaign targeting multiple

media outlets including national, major metropolitan, regional, suburban & trade

Multiple media events Partnership engagement Ambassadors & spokespersons Teal Ribbon Day - national awareness Case studies Advertising – CSAs - radio, TV & print,

online Medical research

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Case Study 1: The 11th Hour Campaign

Outcome - Measuring success Media Pieces: 644 - increase on 2009 by 2683% Online Mentions: 233 - increase on 2009 by 2230% Teal Ribbon Sales: increase on 2009 by 26% Donations: increase on 2009 by 114% Telephone Enquiries: Prior to campaign average of 6 telephone enquiries per day. During campaign OCA were receiving an average of 100 calls per day - a 1567% increase

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Case Study 1: The 11th Hour Campaign

Website Statistics Visits: 267% increase

Unique Website Visitors: 304%

Page Views: 162% increase

Australian Locations: 149% increase

Symptoms Page: 405% increase

Access Via Mobile Phone: 1172 people used their mobile phone to access the website - no mobile visits in 2009

The top 3 referring websites came as a result of media articles generated by Insight on SMH Online (1,468), The Age Online (747) & ABC Online (263)

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Media Coverage & Website Traffic

MEDIA COVERAGE WEBSITE TRAFFIC

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Meaningful Measurements

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Media Coverage Highlights

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Sustainable Growth - 2010 > 2011

Case Study 2: Touch of Teal Campaign

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Case Study 2: Touch of Teal Campaign

Sustainable Growth - Ongoing Success in 2011

Media Pieces: 804 - increase on 2010 by 25% • 46 Magazine articles including special ‘Teal Ribbon’

Woman’s Day issue with 14 pages dedicated to Ovarian Cancer Awareness Month

• Body + Soul Liftout • 38 Television Stories including Today Show - 3 times

Online Mentions: 300 - increase on 2010 by 29% Media Releases: 243 - increase on 2010 by 203% Teal Ribbon Sales: increase on 2010 by 150% Donations: More than $450,000, increase on 2010 by 500% Lighting the Sails of the Sydney Opera House Teal Website Statistics

Visits: 36,152 Unique Website Visitors: 28,412 Symptoms Page: 20,324 Access Via Mobile Phone: 3,402

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Ask the question…?