BOSCO UgandaInterterm Intensive<br />
How today is going to work?<br />
Today’s Schedule	<br />Speakers Intro<br />Strategic Marketing Communications<br />Break<br />BOSCO Uganda Overview<br />B...
12 years in digital<br />10 years as a marketer<br />donschindler.com<br />don.schindler@nd.edu<br />@donschindler<br />Do...
Breaking Down a Strategic Marketing Plan<br />
Objectives<br />What does your client want you to do?<br />
Who is this?<br />To be Earth's most customer-centric company where people can find and discover anything they want to buy...
Who is this?<br />To be Earth's most customer-centric company where people can find and discover anything they want to buy...
Marketing Goals<br />Must be numbered based.<br />Should be tied closely to Objectives.<br />Should be a stretch goal but ...
Market Research<br />How does the marketplace look?  Who is your chief competition?<br />
Who is most likely to give? Who is most likely to tell their friends? Who I is more likely to stay engaged over one year? ...
Why Do They Matter?<br />Demographics<br />Female<br />White<br />Affluent<br />Two Kids in High School / College<br />Mak...
What Do They Believe Now?<br />About:<br />The Issue<br />The Potential Solutions<br />Your Potential Solution<br />Your C...
Where Do They Get Their Info?<br />TV Programs<br />Newspaper<br />Magazines<br />Online News Sites<br />Social Networking...
Who Do They Trust?<br />Other Moms<br />News<br />Websites<br />Advertising<br />Celebrities<br />
What Will Move Them?<br />Sympathy<br />Guilt<br />Laughter<br />Peer Testimonials<br />
What Do We Want Them To Do?<br />Donate/ Pledge<br />Volunteer<br />Share Story<br />Stay Connected<br />
Why Won’t They Do It<br />Lack of Awareness<br />Lack of Connectedness<br />Lack of Ability (charity doesn’t allow easy on...
Key InsightTarget Audience Story<br />
Strategy<br />We are the resource<br />We are the thought leader<br />We are the low end branded price leader<br />We are ...
Tactics – Your Marketing Mix<br />Print<br />Brochures, Flyers<br />Digital<br />Websites, blogs, email<br />Video & Photo...
Measurement<br />ROI<br />Revenue from Investment – Cost of Investment<br />Cost of Investment<br />$200,000 – $15,000<br ...
Tactic Measurement<br />A “Like” is not a measurement unless it is tied to sales.<br />
Analytics<br />
Tactic Adjustment<br />
Phased Approach<br />
Estimated Budget<br />Be careful of spending too much / too little on marketing assets.<br />Non-profits have a hard time ...
Creative Briefs<br />
Marketing Rollout Calendars<br />
Marketing Editorial Calendars<br />
BOSCO Uganda Overview<br />
BOSCO Uganda Strategic Marketing Brief<br />
Objectives<br />Leverage technology to build globally connected, locally rooted authentic communities in developing contex...
Marketing Goals<br />BOSCO Uganda raised: <br />2006 – 2008: $242,503<br />2009: $33,709<br />2010: $20,485 (-40%)<br />Ap...
Market Research<br />
Market Research<br />
Invisible Children<br />Invisible Children uses film, creativity and social action to end the use of child soldiers in Jos...
Digital Footprint<br />
Social Footprint<br />
Other Charities<br />
Other Charities<br />
Target Audience<br />Donors (Women give more than men)<br />Catholics<br />Potential Partners (USAID)<br />Scholars<br />F...
Why They Matter<br />Women/Catholics<br />Financial Giving<br />Advocates to spread the message<br />
What Do They Believe Now?<br />Women/Catholics<br />Physical Needs are more important than communication<br />BOSCO is not...
How Do They Get Their Info?<br />Women/Catholics<br />Internet News<br />TV News / Talk Shows<br />Social Networks<br />Wo...
Who Do They Trust?<br />Women/Catholics<br />Peers<br />Churches<br />TV News<br />Internet News<br />Social Network<br />
What Will Move Them?<br />Stories of Uganda women breaking free of isolation<br />Connections to those Uganda Women<br />V...
What Do We Want Them To Do?<br />Donate<br />Connect to the Uganda women<br />Share the story<br />Volunteer to help BOSCO...
Why Won’t They Do It?<br />Don’t know anything about BOSCO Uganda<br />Don’t understand what BOSCO Uganda is doing <br />N...
The Story Factor<br />
What Story Means To Marketing<br />We love stories more than facts.<br />Stories are how we remember, relate, and share ou...
Who I Am / Who We Are Story<br />
Why I’m Here / Why We AreHere Story<br />
They use the computer like me to communicate.  They also do other things that I do.<br />The Vision Story<br />
Values in Action Story<br />
BOSCO Uganda Assignment<br />
What We Need From You<br />Finish a Strategic Marketing Communications Plan include Strategy, Tactics, and Measurement for...
How Will You Succeed?<br />Professional Presentation<br />Great Key Insight / Target Audience Story<br />Confidence in the...
Traditional and Digital Marketing Mix<br />
How Marketing Has Changed<br />
Social Media Revolution<br />
Print Materials<br />Brochure<br />Flyers<br />Direct Mailers<br />Invites<br />Business Cards<br />Annual Reports<br />Bu...
New Techniques in Print<br />Using variable data on print pieces for personalization.<br />QR Codes and Vanity URLs to tra...
Digital Footprint<br />
Digital Footprint<br />
How to enhance your digital presence<br />You can control this - the more you add, the more the search engines find.<br />...
Your audiences expect your digital presence<br />
Your audience has an audience<br />How many people know that he really dislikes being here?<br />
Digital Materials<br />Website<br />Blogs<br />
The Portal<br />
Website<br />Should have:<br />CMS<br />Good design<br />CALL TO ACTION<br />Analytics<br />Search Engine Friendly<br />Mo...
Content Management System<br />
Design is power too.<br />
CALL TO ACTION – Join, sign-up email, get listed<br />
Google Analytics<br />
Does it speak search engine?<br />
How search engines work<br />Inbound links<br />Domain name URL<br />Keyword Density/Research<br />SEOMOZ.org<br />
Direct Mail<br />Use landing pages on website<br />Use social media for other places to connect<br />Offer incentives for ...
Landing Page<br />
Landing Pages<br />
Don’t forget Mobile (first screen)<br />
The power of a blog<br />Pages<br />Specific Answers<br />Comments<br />Search Engines love them<br />Inbound Links<br />P...
Email Marketing<br />
Blacklisted<br />
Tracking<br />
Test, test, test<br />
How often should you send?<br />Make sure you have something relevant to say.<br />Test, test, test.<br />
Tip: Don’t blow everything on the website and nothing on outreach<br />
Be Found Everywhere<br />
Strategy – Be Found Everywhere<br />
Search Marketing<br />Google Ads<br />
Rankchecker<br />
Google Adwords – Keyword Research<br />
Google Analytics will tell you<br />
Keyword Density tools<br />
Linkedin<br />
BOSCO Uganda Linkedin<br />
Linkedin Power<br />More connections, more touches<br />Connected to Twitter and Facebook<br />Open up your profile<br />A...
over 750 million<br />Facebook<br />
Facebook brings<br />More conversations<br />More personality<br />More chances to get into their “life” stream than other...
Facebook secrets<br />Bias against newcomers<br />“Most Recent” is not really your friends<br />Links are favored over upd...
What to delete	<br />People should be able to vent but not attack or curse<br />Be careful what you delete<br />Put up a f...
Facebook CALL TO ACTION	<br />Join the email list<br />Visit our website<br />Encourage followers to go to website via lin...
Using iframes on facebook<br />
BRAND NEW - Subscribe<br />
Facebook Ads<br />
Facebook Ads<br />
Twitter<br />
Twitter Page<br />
PROS<br />Power of instant conversations<br />Spreading the word quickly<br />Helping out member businesses<br />Companies...
what is this?<br />
CONS<br />Lots and lots of noises<br />Bots<br />Interface is not friendly<br />No SEO<br />Twitter will disappear – need ...
Bots<br />
Google+<br />
Google+ started with lists<br />
Google understands threads and keeping conversations together.  I do think that Google+ is more suited for rapid communica...
Vontoo Calls<br />
Video<br />
Photo Sites<br />
Fundraising Tools<br />
Charity Directories<br />
Dealing with No/Limited Budget<br />
Recap and Q & A<br />
What We Need From You<br />Finish a Strategic Marketing Communications Plan include Strategy, Tactics, and Measurement for...
How Will You Succeed?<br />Professional Presentation<br />Great Key Insight / Target Audience Story<br />Confidence in the...
Need me?<br />don.schindler@nd.edu<br />@donschindler<br />574-387-1688<br />Don Schindler<br />
Credits<br />page 6 - http://www.flickr.com/photos/minnesota_social_marketing/5950571178/sizes/l/in/photostream/<br />page...
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BOSCO Uganda Interterm Intensive Project

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  • A workshop and a presentation but I would like it to be very hands on. Hopefully we’ll get lots of little exercises in.
  • BOSCO Uganda Interterm Intensive Project

    1. 1. BOSCO UgandaInterterm Intensive<br />
    2. 2. How today is going to work?<br />
    3. 3. Today’s Schedule <br />Speakers Intro<br />Strategic Marketing Communications<br />Break<br />BOSCO Uganda Overview<br />BOSCO Uganda Marketing Strategy<br />Lunch<br />BOSCO Uganda Assignment<br />Modern Marketing Mix with BOSCO Marketing Assets<br />Q&A<br />
    4. 4. 12 years in digital<br />10 years as a marketer<br />donschindler.com<br />don.schindler@nd.edu<br />@donschindler<br />Don Schindler<br />
    5. 5. Breaking Down a Strategic Marketing Plan<br />
    6. 6. Objectives<br />What does your client want you to do?<br />
    7. 7. Who is this?<br />To be Earth's most customer-centric company where people can find and discover anything they want to buy online.<br />
    8. 8. Who is this?<br />To be Earth's most customer-centric company where people can find and discover anything they want to buy online.<br />
    9. 9. Marketing Goals<br />Must be numbered based.<br />Should be tied closely to Objectives.<br />Should be a stretch goal but not unreasonable.<br />
    10. 10. Market Research<br />How does the marketplace look? Who is your chief competition?<br />
    11. 11. Who is most likely to give? Who is most likely to tell their friends? Who I is more likely to stay engaged over one year? Two years? Ten Years? A lifetime?<br />Target Audience Profile<br />
    12. 12. Why Do They Matter?<br />Demographics<br />Female<br />White<br />Affluent<br />Two Kids in High School / College<br />Makes decisions on finances<br />
    13. 13. What Do They Believe Now?<br />About:<br />The Issue<br />The Potential Solutions<br />Your Potential Solution<br />Your Company<br />
    14. 14. Where Do They Get Their Info?<br />TV Programs<br />Newspaper<br />Magazines<br />Online News Sites<br />Social Networking<br />Direct Mail<br />Mommy Blogs<br />Donation Sites<br />
    15. 15. Who Do They Trust?<br />Other Moms<br />News<br />Websites<br />Advertising<br />Celebrities<br />
    16. 16. What Will Move Them?<br />Sympathy<br />Guilt<br />Laughter<br />Peer Testimonials<br />
    17. 17. What Do We Want Them To Do?<br />Donate/ Pledge<br />Volunteer<br />Share Story<br />Stay Connected<br />
    18. 18. Why Won’t They Do It<br />Lack of Awareness<br />Lack of Connectedness<br />Lack of Ability (charity doesn’t allow easy online giving)<br />
    19. 19. Key InsightTarget Audience Story<br />
    20. 20. Strategy<br />We are the resource<br />We are the thought leader<br />We are the low end branded price leader<br />We are the best value for the price<br />We are the connection<br />
    21. 21. Tactics – Your Marketing Mix<br />Print<br />Brochures, Flyers<br />Digital<br />Websites, blogs, email<br />Video & Photography<br />YouTube, Flickr<br />Advertising<br />TV, Radio, Search<br />Social Media<br />Facebook, Linkedin, Twitter<br />
    22. 22. Measurement<br />ROI<br />Revenue from Investment – Cost of Investment<br />Cost of Investment<br />$200,000 – $15,000<br />$15,000<br />= 12.33 (Good)<br />$200,000 – $115,000<br />$115,000<br />= .74 (Not so good)<br />
    23. 23. Tactic Measurement<br />A “Like” is not a measurement unless it is tied to sales.<br />
    24. 24. Analytics<br />
    25. 25. Tactic Adjustment<br />
    26. 26. Phased Approach<br />
    27. 27. Estimated Budget<br />Be careful of spending too much / too little on marketing assets.<br />Non-profits have a hard time justifying marketing spends to donors. How would you approach this?<br />
    28. 28. Creative Briefs<br />
    29. 29. Marketing Rollout Calendars<br />
    30. 30. Marketing Editorial Calendars<br />
    31. 31. BOSCO Uganda Overview<br />
    32. 32. BOSCO Uganda Strategic Marketing Brief<br />
    33. 33. Objectives<br />Leverage technology to build globally connected, locally rooted authentic communities in developing context beginning in Northern Uganda, BOSCO Uganda wishes to create global awareness and advocates of its mission.<br />
    34. 34. Marketing Goals<br />BOSCO Uganda raised: <br />2006 – 2008: $242,503<br />2009: $33,709<br />2010: $20,485 (-40%)<br />April, 2011: $18,800 (-9%)<br />GOAL: Increase funding by 50% to $50,563 by May 1, 2012<br />
    35. 35. Market Research<br />
    36. 36. Market Research<br />
    37. 37. Invisible Children<br />Invisible Children uses film, creativity and social action to end the use of child soldiers in Joseph Kony's rebel war and restore LRA-affected communities in central Africa to peace and prosperity.<br />
    38. 38. Digital Footprint<br />
    39. 39. Social Footprint<br />
    40. 40. Other Charities<br />
    41. 41. Other Charities<br />
    42. 42. Target Audience<br />Donors (Women give more than men)<br />Catholics<br />Potential Partners (USAID)<br />Scholars<br />Funding Agencies<br />People with interest in African politics<br />
    43. 43. Why They Matter<br />Women/Catholics<br />Financial Giving<br />Advocates to spread the message<br />
    44. 44. What Do They Believe Now?<br />Women/Catholics<br />Physical Needs are more important than communication<br />BOSCO is not known<br />Computers are not an exciting sell like Ending War or Saving Children or Both like Invisible Children<br />
    45. 45. How Do They Get Their Info?<br />Women/Catholics<br />Internet News<br />TV News / Talk Shows<br />Social Networks<br />Word of Mouth<br />Churches<br />Email Lists<br />
    46. 46. Who Do They Trust?<br />Women/Catholics<br />Peers<br />Churches<br />TV News<br />Internet News<br />Social Network<br />
    47. 47. What Will Move Them?<br />Stories of Uganda women breaking free of isolation<br />Connections to those Uganda Women<br />Vision Story of BOSCO<br />Ability to make a difference in the lives of these Uganda women and children<br />Grassroots and low overhead<br />Simple Technology<br />
    48. 48. What Do We Want Them To Do?<br />Donate<br />Connect to the Uganda women<br />Share the story<br />Volunteer to help BOSCO Uganda<br />Advocate for BOSCO Uganda<br />
    49. 49. Why Won’t They Do It?<br />Don’t know anything about BOSCO Uganda<br />Don’t understand what BOSCO Uganda is doing <br />Not connected to the Uganda women/children<br />Not asked<br />Not easy to donate<br />Other needs are more pressing<br />Africa is too remote<br />Don’t know what they are getting for their donation<br />
    50. 50. The Story Factor<br />
    51. 51. What Story Means To Marketing<br />We love stories more than facts.<br />Stories are how we remember, relate, and share our lives.<br />Stories touch emotionally and can influence the defensive.<br />We are not rational beings.<br />Narration is as much a part of human nature as breath and the circulation of the blood. – A.S. Byatt<br />
    52. 52. Who I Am / Who We Are Story<br />
    53. 53. Why I’m Here / Why We AreHere Story<br />
    54. 54. They use the computer like me to communicate. They also do other things that I do.<br />The Vision Story<br />
    55. 55. Values in Action Story<br />
    56. 56. BOSCO Uganda Assignment<br />
    57. 57. What We Need From You<br />Finish a Strategic Marketing Communications Plan include Strategy, Tactics, and Measurement for the next fiscal year.<br />Put together a Marketing Rollout Plan and an Editorial Calendar if needed.<br />Use what you’ve learned and research to create a key insight and target audience story.<br />DREAM BIG – But keep to the limited budget and limited staff resources.<br />
    58. 58. How Will You Succeed?<br />Professional Presentation<br />Great Key Insight / Target Audience Story<br />Confidence in the Pitch and Execution (vague ideas about how to do are looked down upon)<br />Staying within the budget and limited staff resources<br />
    59. 59. Traditional and Digital Marketing Mix<br />
    60. 60. How Marketing Has Changed<br />
    61. 61. Social Media Revolution<br />
    62. 62. Print Materials<br />Brochure<br />Flyers<br />Direct Mailers<br />Invites<br />Business Cards<br />Annual Reports<br />Business Letterhead<br />
    63. 63. New Techniques in Print<br />Using variable data on print pieces for personalization.<br />QR Codes and Vanity URLs to track when people take the CALL TO ACTION. <br />
    64. 64. Digital Footprint<br />
    65. 65. Digital Footprint<br />
    66. 66. How to enhance your digital presence<br />You can control this - the more you add, the more the search engines find.<br />Industry Standards<br />Websites/Blog<br />Social Media Sites<br />Digital Media Sites<br />
    67. 67. Your audiences expect your digital presence<br />
    68. 68. Your audience has an audience<br />How many people know that he really dislikes being here?<br />
    69. 69. Digital Materials<br />Website<br />Blogs<br />
    70. 70. The Portal<br />
    71. 71. Website<br />Should have:<br />CMS<br />Good design<br />CALL TO ACTION<br />Analytics<br />Search Engine Friendly<br />Mobile<br />
    72. 72. Content Management System<br />
    73. 73. Design is power too.<br />
    74. 74. CALL TO ACTION – Join, sign-up email, get listed<br />
    75. 75. Google Analytics<br />
    76. 76. Does it speak search engine?<br />
    77. 77. How search engines work<br />Inbound links<br />Domain name URL<br />Keyword Density/Research<br />SEOMOZ.org<br />
    78. 78. Direct Mail<br />Use landing pages on website<br />Use social media for other places to connect<br />Offer incentives for following (member discounts)<br />
    79. 79. Landing Page<br />
    80. 80. Landing Pages<br />
    81. 81. Don’t forget Mobile (first screen)<br />
    82. 82. The power of a blog<br />Pages<br />Specific Answers<br />Comments<br />Search Engines love them<br />Inbound Links<br />Personality<br />Easy to use<br />Must be on your website for benefits<br />
    83. 83. Email Marketing<br />
    84. 84. Blacklisted<br />
    85. 85. Tracking<br />
    86. 86. Test, test, test<br />
    87. 87. How often should you send?<br />Make sure you have something relevant to say.<br />Test, test, test.<br />
    88. 88. Tip: Don’t blow everything on the website and nothing on outreach<br />
    89. 89. Be Found Everywhere<br />
    90. 90. Strategy – Be Found Everywhere<br />
    91. 91. Search Marketing<br />Google Ads<br />
    92. 92. Rankchecker<br />
    93. 93. Google Adwords – Keyword Research<br />
    94. 94. Google Analytics will tell you<br />
    95. 95. Keyword Density tools<br />
    96. 96. Linkedin<br />
    97. 97. BOSCO Uganda Linkedin<br />
    98. 98. Linkedin Power<br />More connections, more touches<br />Connected to Twitter and Facebook<br />Open up your profile<br />A group can offer sharing<br />Being a community manager takes time, patience and planning<br />Encourage others to talk<br />Automatically emails others with updates they control<br />
    99. 99. over 750 million<br />Facebook<br />
    100. 100.
    101. 101.
    102. 102.
    103. 103. Facebook brings<br />More conversations<br />More personality<br />More chances to get into their “life” stream than other pieces<br />
    104. 104. Facebook secrets<br />Bias against newcomers<br />“Most Recent” is not really your friends<br />Links are favored over updates.<br />Photo and Videos trump links.<br />Stalking won’t get you noticed.<br />Get people to comment.<br />Popular kids won’t see you.<br />http://www.thedailybeast.com/articles/2010/10/18/the-facebook-news-feed-how-it-works-the-10-biggest-secrets.html<br />
    105. 105. What to delete <br />People should be able to vent but not attack or curse<br />Be careful what you delete<br />Put up a facebook policy<br />
    106. 106. Facebook CALL TO ACTION <br />Join the email list<br />Visit our website<br />Encourage followers to go to website via links, photos, & video<br />Be careful of contests<br />
    107. 107. Using iframes on facebook<br />
    108. 108. BRAND NEW - Subscribe<br />
    109. 109. Facebook Ads<br />
    110. 110. Facebook Ads<br />
    111. 111. Twitter<br />
    112. 112. Twitter Page<br />
    113. 113. PROS<br />Power of instant conversations<br />Spreading the word quickly<br />Helping out member businesses<br />Companies are not the answer – your personality is.<br />Company Twitter as an aggregator<br />You can collect users with bots<br />
    114. 114. what is this?<br />
    115. 115. CONS<br />Lots and lots of noises<br />Bots<br />Interface is not friendly<br />No SEO<br />Twitter will disappear – need your list to engage in other places<br />
    116. 116. Bots<br />
    117. 117. Google+<br />
    118. 118.
    119. 119. Google+ started with lists<br />
    120. 120. Google understands threads and keeping conversations together. I do think that Google+ is more suited for rapid communication over Twitter as it threads the whole discussion in one place, and also allows for longer responses.<br />jeremiahowyang<br />
    121. 121. Vontoo Calls<br />
    122. 122. Video<br />
    123. 123. Photo Sites<br />
    124. 124. Fundraising Tools<br />
    125. 125. Charity Directories<br />
    126. 126. Dealing with No/Limited Budget<br />
    127. 127. Recap and Q & A<br />
    128. 128. What We Need From You<br />Finish a Strategic Marketing Communications Plan include Strategy, Tactics, and Measurement for the next fiscal year.<br />Put together a Marketing Rollout Plan and an Editorial Calendar if needed.<br />Use what you’ve learned and research to create a key insight and target audience story.<br />DREAM BIG – But keep to the limited budget and limited staff resources.<br />
    129. 129. How Will You Succeed?<br />Professional Presentation<br />Great Key Insight / Target Audience Story<br />Confidence in the Pitch and Execution (vague ideas about how to do are looked down upon)<br />Staying within the budget and limited staff resources<br />
    130. 130. Need me?<br />don.schindler@nd.edu<br />@donschindler<br />574-387-1688<br />Don Schindler<br />
    131. 131. Credits<br />page 6 - http://www.flickr.com/photos/minnesota_social_marketing/5950571178/sizes/l/in/photostream/<br />page 11 - http://www.flickr.com/photos/kwl/5266186167/sizes/l/in/photostream/<br />page 21 - http://www.flickr.com/photos/kodomut/3616896096/sizes/l/in/photostream/<br />page 27 - http://www.flickr.com/photos/helico/404640681/sizes/o/in/photostream/<br />page 32 - http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi<br />page 62 - http://www.amazon.com/Life-After-30-Second-Spot-Alternatives/dp/0471718378/ref=sr_1_1?s=books&ie=UTF8&qid=1318202627&sr=1-1<br />page 65 - http://upload.wikimedia.org/wikipedia/en/e/ee/DeathStar2.jpg<br />page 127 - http://www.flickr.com/photos/59937401@N07/5857483483/sizes/l/in/photostream/<br />
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