Targeting niche audiences to support brand positioning. Audience first conference, 16 July 2014

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Imogen Wilson, head of communications, Plan UK

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Targeting niche audiences to support brand positioning. Audience first conference, 16 July 2014

  1. 1. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Audiences workshop
  2. 2. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Workshop outline What we’ll cover in our session 1. Why do audiences matter? 2. A case study on audience targeting to support brand positioning & lessons learnt 3. Break out session 4. Top tips for audience development Targeting niche audiences to support brand positioning
  3. 3. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Why audiences matter? What’s the problem? • Wasting precious resources + can’t achieve organisations objectives • Highly competitive environment • Even when we know our audiences they evolve and change – Dorothy Donor v Baby Boomers, Coalition Gov v Opposition • Way audiences are engaging also changing - Multiplicity of channels challenge and opportunity
  4. 4. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Successful audience targeting Need to know your drivers – be really clear about what you aim to achieve Need to know who you want to talk to and why Need to get under the skin of your audience/what motivates them to act Need to take a holistic integrated approach – a campaigner can also be a fundraiser and visa versa Need to be realistic – match resources with your ambition (Rolls Royce or Mini) Can’t cut corners when developing your audience strategy, but can get free support.
  5. 5. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Case study – Plan UK Targeting new audiences to support awareness, positioning & income: • Global children’s charity with low public awareness and understanding of our work • Highly competitive marketplace • Limited marketing communications budget • Campaign that wasn’t a campaign • Older supporter base 55+ • Key fundraising product that was flatlining
  6. 6. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Case study – Plan UK The ‘Mini’ approach: • Build awareness by differentiating from the pack rooted in the change we want to see via our Because I am a Girl Campaign • Identify and reach out to specific audiences with an interest in girls in the developing world to grow profile, income and influence
  7. 7. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Audience selection Considerations: • Market research identified 25-34 year old females and higher value donors as those most interested in supporting Plan’s ‘Because I am a Girl’ campaign. • In 2009/10 no one in the charity market place was putting their stamp on the ‘girl space’ and it was a new route to market for Plan which had a campaign and advocacy ask and a new fundraising product to test. • Focus group research also established that girl focussed messaging resonated with these audiences.
  8. 8. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Who’s interested in Overseas aid? • 16% of the general public said overseas aid and development charities were their favourite charities. • This 16% has a higher representation of: Female AB grades Under 45’s • With regards to donating to international aid and development charities, donating to overseas appeals is fashionable amongst the young who have grown up with the concept of a ‘global community’. Source: nfpSynergy CAMEO Favourite Charities, January 2011 Source: Mintel Report, Charities Market Intelligence, March 2008
  9. 9. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Money and lifestage £0 £500 £1,000 £1,500 £2,000 £2,500 £3,000 £3,500 £4,000 16-19 20-23 24-26 27-30 30-32 33-35 36-42 43-37 48-52 53-56 57-60 61-65 66-75 75+ Net household income All expenditure Essential expenditure Source: BHPS / The Future Foundation, taken from nfpSynergy “Socio-economic change and the 21 st Century Donor” Sept 2009 25 - 31 43 - 58
  10. 10. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Historically who is more aware of Plan? • According to nfpSynergy’s trend data there was little demographic variation in awareness of Plan. Consistently the oldest and youngest age groups were more aware of Plan than on average, but the difference was marginal. • However in 2009 there was a significant decrease in awareness amongst 16-24 and 55-64 year olds, and awareness amongst 25-44 year olds increased.
  11. 11. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Plan UK web traffic over indexes in this group which fit 45 and under profile & make potential regular donations. Attitudinal factors indicate a propensity towards international development Propensity to support
  12. 12. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity • 18 – 35 • ABC1 • Most likely to support charities involved in human & political rights/ humanitarian relief. • Young, well-educated city dwellers enjoying the vibrancy & diversity of urban life • High concentration in London & SE Liberal Opinions
  13. 13. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Meet Natasha – 1m ABC1, Females, 25-34, London & South East ‘Natasha’ is ABC1 female 25-34 with the following filters: • Has made a charitable donation in the last 12 months • Earns £30k+ • Has donated to overseas charities
  14. 14. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Meet Joanne – 1.4m ABC1, Females, 35-44, London & South East ‘Joanne’ is ABC1 female 35-44 with the following filters: • Has made a charitable donation in the last 12 months • Earns £30k+ • Has donated to overseas charities
  15. 15. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity The intersection between awareness, propensity and interest Sweet spot
  16. 16. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Case study – Plan UK The results: Girls Fund raised 1m x 20,000 new campaigners recruited 100K in new corporate sponsorship Doubled awareness with Joanne & almost doubled with Natasha Enhanced stated propensity to support
  17. 17. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity You will be in one of three groups • Group 1 homelessness charity • Group 2 local health charity • Group 3 armed forces charity Your group task is to describe what actions you would take based on the scenario given; • How you will identify possible audiences • Which audiences you would recommending targeting • Why you have selected those audiences Breakout session – Audiences
  18. 18. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Group 1 – You work for a national charity in the North of England that aims to end homelessness You are well know for your work on street homelessness but your income has been falling. Your initial research findings show that one of the barriers to support is a view that homeless people are feckless. However where children are involved this barrier appears to be significantly lessened. Your board are considering investing £1m in a campaign to raise awareness of the effect of homelessness on children which aims to secure new campaigners and donors. Breakout session – Group 1
  19. 19. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Group 2 – You work for a well loved cancer charity The public and your supporters associate your charity with end of life care, but you want to be known for the significant support services you provide to people who have been diagnosed with cancer and how this helps people manage their illness and sustain lives. You have been given a substantive budget (£3m every year for the next 3 years) to support this repositioning. Breakout session – Group 2
  20. 20. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Group 3 – You work for an established armed forces charity The public see you as established and your supporter base is getting older and older. In the last 5 years there have been other successful entrants into your market who are appealing to younger audiences by focusing on the effects of the conflict in Afghanistan. It’s the up and coming anniversary of WWI and your board has asked you to build a business case to invest in refreshing your supporter base by highlighting the link with historical and modern conflicts and the sacrifices made by our service men and women. Breakout session – Group 3
  21. 21. thePlan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity Top tips 1. Map all your audiences – aim to find and push against an open door 2. Take time to identify and record what they think, feel and do currently and what you would like them to think feel and do in the future 3. Testing, testing, testing – find out what will really motivate your audiences. Research is invaluable don’t make assumptions 4. Try and get pro-bono support from any agencies you work with to help you develop audience insights using their profile tools TGI, ACORN etc 5. Use free tools - post office 6. Use your own online communities for audience research 7. Create audience personas 8. Tell staff internally who they are so they take ownership 9. Go to where your audiences live don’t expect them to come to you 10. Take an integrated approach to your audience strategy - recognise audience overlaps - an MP is also a member of the public!

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