Building Integrated Campaigns / Julie Fiorini, Stephen Thomas

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An integrated campaign is a 'sequence of individual, coordinated market events that share a common audience profile and messaging theme'. At the end of the day, an integrated campaign takes one strategic, creative idea and applies it to different channels, respecting that channel for the job it’s meant to do. It’s about consistency. It’s about being where your donor is – communicating with them in a way that suits them, and offering them choice in how they want to communicate with you. It takes a comprehensive understanding of all media, creative, strategy, production and data to bring an integrated campaign to life. This session will outline the process required to create an effective integrated campaign and present case studies of effective integrated campaigns created by Stephen Thomas Ltd.

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Building Integrated Campaigns / Julie Fiorini, Stephen Thomas

  1. 1. Building Integrated Campaigns Julie Fiorini Director, Digital Marketing Stephen Thomas Ltd
  2. 2. About Me • 10+ years in digital marketing space • Non-profit experience: Heart & Stroke, SickKids • For-profit experience: TC Media, AIR MILES • Volunteer: Concerned Friends, Make-A-Wish • ♥ Music/Movies/Golf ♥
  3. 3. About Stephen Thomas Ltd• A full service marketing communications & fundraising agency, dedicated to the not-for- profit sector• In business for over 30 years; working across all channels – mass, online, direct• Clients include Canadian Cancer Society, Doctors Without Borders, Kids Help Phone, Canadian Diabetes Association, Muscular Dystrophy Foundation, Osteoporosis Canada, Sick Kids, Food Banks Canada, NDP, Friends of Canadian Broadcasting and more...
  4. 4. From fragmentation to wholeness “The need for Integrated Marketing derives from the enormously fragmented world of the modern large organization and stakeholder experience.CentreforIntegratedMarketing.com
  5. 5. From fragmentation to wholeness Integrated Marketing is a holistic discipline where the whole is present in each part, as in DNA, to develop congruent, sustainable and high-value brand experience for all stakeholders.”CentreforIntegratedMarketing.com
  6. 6. Supporters Target & Your CauseAudience Donors
  7. 7. Strategy Big Idea MediaCommunications Planning Your Campaign Online
  8. 8. Strategy
  9. 9. StrategyWhat’s your Who’s Your How will you knowobjective? Audience? you are successful?Branding – raise Women 35 – 55 Aided /unaided recallawareness of yourcause Boomers Mentions in social mediaPromotions – increase Men 18 – 29participation at an Press mentions /event Youth news storiesRaise money – donate Website trafficto the cause Break-even / ROIGrow your base -sign-up for something Number of supporters Revenue
  10. 10. The power of ideas
  11. 11. Brand identity - logo / tagline Beliefs & values THE BIG IDEA Key messages
  12. 12. MediaAttract New Audiences
  13. 13. Traditional mass media spending will grow
  14. 14. Communications Planning
  15. 15. Connect, activate, convert
  16. 16. Is there any way for someone from Patient Relations to send me an email? I would rather not have them call but I need them to be aware of a situation. My email is horsie.47@hotmal.com
  17. 17. Facebook Engagement Rate Engagement rate: 0.2% to 0.5%
  18. 18. Email still rocks
  19. 19. Top 5 tips for great1:1 communications
  20. 20. 1. It’s not about YOU it’s about THEM
  21. 21. 2. Establish guidelines for frequency ofcommunications & be consistent!
  22. 22. 3. Build trust withyour supporters by providing value
  23. 23. 4. Make it easy to consume your content
  24. 24. 5. Respect personal space
  25. 25. Your campaign online
  26. 26. Your online presence is the ‘hub’ of integrated marketing • It’s your first opportunity to impress your visitors • Be consistent across all properties • ‘Enchant’ your visitors
  27. 27. Case Studies
  28. 28. “Tigers in Crisis”
  29. 29. All of these campaigns had 1 thing in common: THEY MADE MONEY
  30. 30. Integration is NOT simply the same visual or tagline being shared across all channels. That’s REPLICATION.
  31. 31. Integration is a core ideaexecuted differently across all media in way thatrespects the channel and its audience.
  32. 32. Your digital DNA1. Strategy forms the foundation of your integrated marketing & fundraising activities
  33. 33. Your digital DNA1. Strategy forms the foundation of your integrated marketing & fundraising activities2. A big idea that is simple and actionable will make you stand out
  34. 34. Your digital DNA1. Strategy forms the foundation of your integrated marketing & fundraising activities2. A big idea that is simple and actionable will make you stand out3. A mix of traditional and digital media channels drives awareness
  35. 35. Your digital DNA1. Strategy forms the foundation of your integrated marketing & fundraising activities2. A big idea that is simple and actionable will make you stand out3. A mix of traditional and digital media channels drives awareness4. 1:1 communications drive actions
  36. 36. Your digital DNA1. Strategy forms the foundation of your integrated marketing & fundraising activities2. A big idea that is simple and actionable will make you stand out3. A mix of traditional and digital media channels drives awareness4. 1:1 communications drive actions5. Online, be your best self and draw visitors in
  37. 37. Thank YouFor more information, contact: Julie Fiorini Director, Digital Marketing Stephen Thomas Ltd julief@stephenthomas.ca www.stephenthomas.ca @ST_Digital

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