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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.

Transcript

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