Communication Campaign Successin the Not-For-Profit SectorConnecting Up Conference 2013presented byClare Collins & Alice C...
© Insight Communications 2013Insight CommunicationsMulti-award winning creative public relations & communications! NSW St...
© Insight Communications 2013CAUSE CULTURE COMMUNITYClients Past & Present
© Insight Communications 2013Who are You?If people don’t know who you are and what you do,they can’t support you!The purp...
© Insight Communications 2013Who are you?If people don’t know why you exist, they can’t support you!!!If people don’t kn...
© Insight Communications 2013Campaign Challenges for NFPs Limited budgets High expectations – large return on small inve...
© Insight Communications 2013Campaign Challenges for NFPs Cont.. Competing with major media stories Disasters, scandals,...
© Insight Communications 2013 Live & breathe the brand, campaign objectives & messages Research - statistics & ‘research...
© Insight Communications 2013Overcoming the Challenges Cont... Partnership engagement Low budgets = resourcefulness = as...
© Insight Communications 2013Develop detailed communication strategy The more the message is received in multiple format...
© Insight Communications 2013Campaign Goals & ObjectivesGoals – Overall Community education Brand awareness – inform pot...
© Insight Communications 2013Strategic Coordinated ApproachCampaign Planning - The devil’s in the detail! SWOT analysis -...
© Insight Communications 2013Campaign Strategy Development Campaign creative Brand messages Campaign messages Factual ...
© Insight Communications 2013Key Campaign Components Public relations – Media engagement Brand awareness - demonstrate t...
© Insight Communications 2013What’s in a Campaign? Defined goals & objectives Primary Secondary Target audiences Prim...
© Insight Communications 2013What’s in a Campaign? Stakeholder engagement Case studies – clients, patients, consumers E...
© Insight Communications 2013Campaign Assets Collateral Creative – campaign themes - all communicationplatforms Marketi...
© Insight Communications 2013Campaign Assets Advertising & Marketing Radio and television CSA’s, print ads, posters, fly...
© Insight Communications 2013Community Service Announcementhttp://youtu.be/tsyxwc5XXXM
© Insight Communications 2013Media Strategy Timeline for preparation & implementation Demonstrate newsworthiness - clear...
© Insight Communications 2013Media Kits & DistributionWhat makes an effective media kit? Who, what, where, when & why! – ...
© Insight Communications 2013Reporting & MeasuringCampaign results must directly reflect campaign strategy! Provide stati...
© Insight Communications 2013A Day in the Life of a Campaign...Public Relations Media launch event Radio Radio grab on ...
© Insight Communications 2013A Day in the Life of a Campaign Cont...Advertising Radio CSA In the lead up to the campaign...
© Insight Communications 2013A Day in the Life of a Campaign Cont...Marketing & Fundraising Merchandise in store & online...
© Insight Communications 2013Case Study 1: The 11th Hour CampaignObjectives:To raise awareness of ovarian cancer symptoms...
© Insight Communications 2013Case Study 1: The 11th Hour CampaignCampaign RolloutNational campaign targeting multiplemedi...
© Insight Communications 2013Case Study 1: The 11th Hour CampaignOutcome - Measuring successMedia Pieces: 644 - increase ...
© Insight Communications 2013Case Study 1: The 11th Hour CampaignWebsite Statistics Visits: 267% increase Unique Websit...
© Insight Communications 2013Media Coverage & Website TrafficMEDIA COVERAGE WEBSITE TRAFFIC
© Insight Communications 201305001000150020002500300035004000450015-Jan22-Jan29-Jan05-Feb12-Feb19-Feb26-Feb05-MarWebsite V...
© Insight Communications 2013Media Coverage Highlights
© Insight Communications 2013Sustainable Growth - 2010 > 2011Case Study 2: Touch of Teal Campaign
© Insight Communications 2013Case Study 2: Touch of Teal CampaignSustainable Growth - Ongoing Success in 2011Media Pieces...
© Insight Communications 2013Ask the question…?
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Successfully navigating a communication campaign in the not-for-profit sector - Clare Collins & Alice Collins

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

  1. 1. Communication Campaign Successin the Not-For-Profit SectorConnecting Up Conference 2013presented byClare Collins & Alice Collins
  2. 2. © Insight Communications 2013Insight CommunicationsMulti-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’
  3. 3. © Insight Communications 2013CAUSE CULTURE COMMUNITYClients Past & Present
  4. 4. © Insight Communications 2013Who 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
  5. 5. © Insight Communications 2013Who 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 yourmessage...If people aren’t influenced by your message, you can’t influencechange...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 multiplecommunication tools that enable you to speak, to be heard and toinfluence positive change...
  6. 6. © Insight Communications 2013Campaign 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
  7. 7. © Insight Communications 2013Campaign 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!
  8. 8. © 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 messageOvercoming the Challenges
  9. 9. © Insight Communications 2013Overcoming 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
  10. 10. © Insight Communications 2013Develop detailed communication strategy The more the message is received in multiple formats, thegreater the opportunity to influenceUtilise all key communication streams - public relations,advertising & marketing, fundraising, digital Must combine delivery of consistent messaging and brand acrossall 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 messagesRecipe for Success
  11. 11. © Insight Communications 2013Campaign Goals & ObjectivesGoals – Overall Community education Brand awareness – inform potential clients about services Generate funds to support services Engage stakeholders to support your mission – e.g. GovernmentObjectives - Specifics Secure media coverage in all regions where you operate Increase corporate partnerships Increase enquiries for support services Increase website traffic
  12. 12. © Insight Communications 2013Strategic Coordinated ApproachCampaign 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
  13. 13. © Insight Communications 2013Campaign Strategy Development Campaign creative Brand messages Campaign messages Factual content Passion persuades Define realistic timelines & resources Multiple touch points Implementation
  14. 14. © Insight Communications 2013Key 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
  15. 15. © Insight Communications 2013What’s in a Campaign? Defined goals & objectives Primary Secondary Target audiences Primary Secondary Intervening Stakeholder Key messages Appropriate Multiple - tiered Continuity Organisational – brand identity
  16. 16. © Insight Communications 2013What’s in a Campaign? Stakeholder engagement Case studies – clients, patients, consumers Experts – researchers, government representatives Advocates – ambassadors, like-minded organisationsgovernment Partnership enhancement & development Existing and potential supporters – corporate partners Policies & Procedures Approval process Release forms Campaign assets - collateral Media strategy
  17. 17. © Insight Communications 2013Campaign Assets Collateral Creative – campaign themes - all communicationplatforms Marketing materials – brochures, flyers, advertising Copywriting – media, proposals, briefing notes, eventbriefs Photography & Videography Images deliver a most compelling story Creative briefs & script writing Digital assets Website – informative, accessible, video, call toaction Social Media - Supports all other forms ofcommunication
  18. 18. © Insight Communications 2013Campaign Assets Advertising & Marketing Radio and television CSA’s, print ads, posters, flyers,direct mail Event development & management Media, fundraising, stakeholder & communityawareness 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!
  19. 19. © Insight Communications 2013Community Service Announcementhttp://youtu.be/tsyxwc5XXXM
  20. 20. © Insight Communications 2013Media Strategy Timeline for preparation & implementation Demonstrate newsworthiness - clearlydefined 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, mediapartners Spokesperson biographies Photographs & video Case studies – profiles
  21. 21. © Insight Communications 2013Media Kits & DistributionWhat 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 distributionVariations Campaign media kit – basis of all others Media template – for use by stakeholders Media template – for use in case studies
  22. 22. © Insight Communications 2013Reporting & MeasuringCampaign 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 attractsupport Accountability - Demonstrate return on investment
  23. 23. © Insight Communications 2013A 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
  24. 24. © Insight Communications 2013A 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
  25. 25. © Insight Communications 2013A 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 forsupport
  26. 26. © Insight Communications 2013Case Study 1: The 11th Hour CampaignObjectives:To raise awareness of ovarian cancer symptomsGenerate widespread brand awareness aboutovarian cancer & Ovarian Cancer AustraliaFundraise for the programs & support servicesChallenges:Short lead time incorporating Christmas / NewYearLimited budget & resourcesLimited case studies
  27. 27. © Insight Communications 2013Case Study 1: The 11th Hour CampaignCampaign RolloutNational campaign targeting multiplemedia 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
  28. 28. © Insight Communications 2013Case Study 1: The 11th Hour CampaignOutcome - Measuring successMedia Pieces: 644 - increase on 2009 by2683%Online Mentions: 233 - increase on 2009 by2230%Teal Ribbon Sales: increase on 2009 by 26%Donations: increase on 2009 by 114%Telephone Enquiries: Prior to campaignaverage of 6 telephone enquiries per day.During campaign OCA were receiving anaverage of 100 calls per day - a 1567%increase
  29. 29. © Insight Communications 2013Case 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 mobilephone to access the website - no mobile visits in 2009 The top 3 referring websites came as a result of media articlesgenerated by Insight on SMH Online (1,468), The Age Online(747) & ABC Online (263)
  30. 30. © Insight Communications 2013Media Coverage & Website TrafficMEDIA COVERAGE WEBSITE TRAFFIC
  31. 31. © Insight Communications 201305001000150020002500300035004000450015-Jan22-Jan29-Jan05-Feb12-Feb19-Feb26-Feb05-MarWebsite Visitors By Date02040608010012014015-Jan19-Jan23-Jan27-Jan31-Jan3-Feb7-Feb11-Feb15-Feb19-Feb23-Feb27-Feb3-Mar7-MarMedia Coverage By DateMeaningful Measurements
  32. 32. © Insight Communications 2013Media Coverage Highlights
  33. 33. © Insight Communications 2013Sustainable Growth - 2010 > 2011Case Study 2: Touch of Teal Campaign
  34. 34. © Insight Communications 2013Case Study 2: Touch of Teal CampaignSustainable 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 OvarianCancer 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
  35. 35. © Insight Communications 2013Ask the question…?

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