Successfully navigating a communication campaign in the not-for-profit sector - Clare Collins &...
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Transcript of Successfully navigating a communication campaign in the not-for-profit sector - Clare Collins &...
Communication Campaign Success in the Not-For-Profit Sector
Connecting Up Conference 2013
presented by
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’
© Insight Communications 2013
CAUSE CULTURE COMMUNITY
Clients Past & Present
© Insight Communications 2013
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
© Insight Communications 2013
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...
© Insight Communications 2013
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
© Insight Communications 2013
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!
© Insight Communications 2013
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
© Insight Communications 2013
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
© Insight Communications 2013
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
© Insight Communications 2013
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
© Insight Communications 2013
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
© Insight Communications 2013
Campaign Strategy Development
Campaign creative
Brand messages
Campaign messages
Factual content
Passion persuades
Define realistic timelines & resources
Multiple touch points
Implementation
© Insight Communications 2013
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
© Insight Communications 2013
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
© Insight Communications 2013
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
© Insight Communications 2013
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
© Insight Communications 2013
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!
© Insight Communications 2013
Community Service Announcement
http://youtu.be/tsyxwc5XXXM
© Insight Communications 2013
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
© Insight Communications 2013
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
© Insight Communications 2013
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
© Insight Communications 2013
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
© Insight Communications 2013
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
© Insight Communications 2013
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
© Insight Communications 2013
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
© Insight Communications 2013
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
© Insight Communications 2013
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
© Insight Communications 2013
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)
© Insight Communications 2013
Media Coverage & Website Traffic
MEDIA COVERAGE WEBSITE TRAFFIC
© Insight Communications 2013
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Meaningful Measurements
© Insight Communications 2013
Media Coverage Highlights
© Insight Communications 2013
Sustainable Growth - 2010 > 2011
Case Study 2: Touch of Teal Campaign
© Insight Communications 2013
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
© Insight Communications 2013
Ask the question…?