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BOSCO Uganda Interterm Intensive Project

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For Class.

For Class.

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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/

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