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BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
BOSCO Uganda Interterm Intensive Project
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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.
  • Transcript

    • 1. BOSCO UgandaInterterm Intensive<br />
    • 2. How today is going to work?<br />
    • 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. 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. Breaking Down a Strategic Marketing Plan<br />
    • 6. Objectives<br />What does your client want you to do?<br />
    • 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. 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. 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. Market Research<br />How does the marketplace look? Who is your chief competition?<br />
    • 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. 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. What Do They Believe Now?<br />About:<br />The Issue<br />The Potential Solutions<br />Your Potential Solution<br />Your Company<br />
    • 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. Who Do They Trust?<br />Other Moms<br />News<br />Websites<br />Advertising<br />Celebrities<br />
    • 16. What Will Move Them?<br />Sympathy<br />Guilt<br />Laughter<br />Peer Testimonials<br />
    • 17. What Do We Want Them To Do?<br />Donate/ Pledge<br />Volunteer<br />Share Story<br />Stay Connected<br />
    • 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. Key InsightTarget Audience Story<br />
    • 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. 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. 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. Tactic Measurement<br />A “Like” is not a measurement unless it is tied to sales.<br />
    • 24. Analytics<br />
    • 25. Tactic Adjustment<br />
    • 26. Phased Approach<br />
    • 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. Creative Briefs<br />
    • 29. Marketing Rollout Calendars<br />
    • 30. Marketing Editorial Calendars<br />
    • 31. BOSCO Uganda Overview<br />
    • 32. BOSCO Uganda Strategic Marketing Brief<br />
    • 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. 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. Market Research<br />
    • 36. Market Research<br />
    • 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. Digital Footprint<br />
    • 39. Social Footprint<br />
    • 40. Other Charities<br />
    • 41. Other Charities<br />
    • 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. Why They Matter<br />Women/Catholics<br />Financial Giving<br />Advocates to spread the message<br />
    • 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. 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. Who Do They Trust?<br />Women/Catholics<br />Peers<br />Churches<br />TV News<br />Internet News<br />Social Network<br />
    • 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. 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. 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. The Story Factor<br />
    • 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. Who I Am / Who We Are Story<br />
    • 53. Why I’m Here / Why We AreHere Story<br />
    • 54. They use the computer like me to communicate. They also do other things that I do.<br />The Vision Story<br />
    • 55. Values in Action Story<br />
    • 56. BOSCO Uganda Assignment<br />
    • 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. 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. Traditional and Digital Marketing Mix<br />
    • 60. How Marketing Has Changed<br />
    • 61. Social Media Revolution<br />
    • 62. Print Materials<br />Brochure<br />Flyers<br />Direct Mailers<br />Invites<br />Business Cards<br />Annual Reports<br />Business Letterhead<br />
    • 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. Digital Footprint<br />
    • 65. Digital Footprint<br />
    • 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. Your audiences expect your digital presence<br />
    • 68. Your audience has an audience<br />How many people know that he really dislikes being here?<br />
    • 69. Digital Materials<br />Website<br />Blogs<br />
    • 70. The Portal<br />
    • 71. Website<br />Should have:<br />CMS<br />Good design<br />CALL TO ACTION<br />Analytics<br />Search Engine Friendly<br />Mobile<br />
    • 72. Content Management System<br />
    • 73. Design is power too.<br />
    • 74. CALL TO ACTION – Join, sign-up email, get listed<br />
    • 75. Google Analytics<br />
    • 76. Does it speak search engine?<br />
    • 77. How search engines work<br />Inbound links<br />Domain name URL<br />Keyword Density/Research<br />SEOMOZ.org<br />
    • 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. Landing Page<br />
    • 80. Landing Pages<br />
    • 81. Don’t forget Mobile (first screen)<br />
    • 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. Email Marketing<br />
    • 84. Blacklisted<br />
    • 85. Tracking<br />
    • 86. Test, test, test<br />
    • 87. How often should you send?<br />Make sure you have something relevant to say.<br />Test, test, test.<br />
    • 88. Tip: Don’t blow everything on the website and nothing on outreach<br />
    • 89. Be Found Everywhere<br />
    • 90. Strategy – Be Found Everywhere<br />
    • 91. Search Marketing<br />Google Ads<br />
    • 92. Rankchecker<br />
    • 93. Google Adwords – Keyword Research<br />
    • 94. Google Analytics will tell you<br />
    • 95. Keyword Density tools<br />
    • 96. Linkedin<br />
    • 97. BOSCO Uganda Linkedin<br />
    • 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. over 750 million<br />Facebook<br />
    • 100.
    • 101.
    • 102.
    • 103. Facebook brings<br />More conversations<br />More personality<br />More chances to get into their “life” stream than other pieces<br />
    • 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. 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. 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. Using iframes on facebook<br />
    • 108. BRAND NEW - Subscribe<br />
    • 109. Facebook Ads<br />
    • 110. Facebook Ads<br />
    • 111. Twitter<br />
    • 112. Twitter Page<br />
    • 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. what is this?<br />
    • 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. Bots<br />
    • 117. Google+<br />
    • 118.
    • 119. Google+ started with lists<br />
    • 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. Vontoo Calls<br />
    • 122. Video<br />
    • 123. Photo Sites<br />
    • 124. Fundraising Tools<br />
    • 125. Charity Directories<br />
    • 126. Dealing with No/Limited Budget<br />
    • 127. Recap and Q & A<br />
    • 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. 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. Need me?<br />don.schindler@nd.edu<br />@donschindler<br />574-387-1688<br />Don Schindler<br />
    • 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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