Cancer Research UK Race for Life at Good Bites...on branding inside out

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  • So for any of you unfamiliarwith what Race looks like…Very pink!A lot of women in a fieldBalances the “woo hoo” with the “boo hoo”
  • A charity – we have to justify to our supporters every penny we spend. No lottery or government funding. With a product like Race for Life, (which’s core purpose is to raise funds for our life-saving research) we need to leverage partnerships with brands in order to reach new audiences, and reinforce the message each and every year. We recognise the value in this audience, so it makes sense to create a symbiotic relationship with corporate partners that is able to meet our joint objectives.
  • A genuinely mass, yet targetted opportunity.
  • Beyond the facts and figures – the intangible benefits….– connecting with an emotional audience -brands often find this difficult to do– it may have been around a while but lets not forget that its SUCCESSFUL and brands will always want to be a part of a brilliant, reputable product
  • Talk about range in scaleLength of sponsorship
  • Examples that aren’t immediately obvious egScottishPowerFor any successful sponsorship relationship, there is investment (in all senses) beyond fee – much more than just the bottom line for both parties
  • What could a sponsorship look like?
  • Looking forward to 2013...In line with core brand refresh we are also refreshing the Race brand (as you may have noticed!) Still pink, still female, but given that Race for life is now in its 18th year, we saw this as an opportunity to revitalise the productTO create a BRAND RESPONSE advertising campaign thatTransforms race for life into a truly desirable brandAnd Inspires and motivates 625k women across the uk to enter race for life and raise £55m Trying to put the reason back into race.
  • We’ve been working with Mother on the campaign, and together we’ve tried to identify the universal truth that applies to all of our audiencesAlong with our core brand refresh which you may already have seen, its allowing us to be a lot braver with our language/tone of voice and creates a really compelling call to action as a significant segment of our audience are repeat participants.Our new proposition will be Unite for LifeYou’ll see how we bring the campaign to life early next year
  • Cancer Research UK Race for Life at Good Bites...on branding inside out

    1. 1. RACE FOR LIFESam McAllister & Charlotte Webb
    2. 2. What is Race for Life?RACE FOR LIFE STARTED AS ONE EVENT IN 1994 ATBATTERSEA PARK WITH 680 PARTICIPANTSUK’S LARGEST WOMEN-ONLY FUNDRAISING EVENT SERIESOVER 240 EVENTS AROUND THE UK FROM MAY TO JULY -FROM 1,000 TO NEARLY 20,000 PARTICIPANTSWALK, JOG OR RUN 5K OR 10KFUNDS RESEARCH INTO ALL 200 TYPES OF CANCERAFFECTING BOTH MEN AND WOMEN
    3. 3. 4
    4. 4. In numbers…£14.99 registration fee covers the costs of the event sothat the money raised in sponsorship goesdirectly into helping us beat cancerSince Race for Life started, six million participantsacross the UK have raised over £457 million tofund Cancer Research UK’s vital work
    5. 5. What’s the appeal for brands? The tangible platformNational and Regional marketing campaign offers multiple touch points Regional & Local Marketing Advertising – TV, Radio, PR & Media Outdoor and Campaign on-line National & 200+ Live Regional Events Media Partners Digital Social Media platform CRUK 6m supporter Fundraising database 600+ High Street Shops
    6. 6. What’s the appeal for brands? The intangible connection• Connecting with the emotion of Race• Charity affiliation – internal/external engagement• Race is a success story and is prestigious with a good reputation• Ability to activate• Limited Sponsor “clutter”• Category exclusivity• Low risk/high value investment
    7. 7. Our sponsorship model- REVIEWED IN 2011- PYRAMIDAL 3-TIER MODEL- MAXIMAL INCOME FOR EXPLOITATION OF AVAILABLE RIGHTS- ALLOWS OPPORTUNITIES TO ENGAGE AT ALL BUDGETS- SUFFICIENT FLEX TO DEVELOP BESPOKE PACKAGES
    8. 8. Past and present sponsors
    9. 9. What we look for in a partner/sponsor Brand synergy - not always obvious… Not a mere branding exercise - Immersive Fully integrated approach to campaign planning Symbiotic relationship An ambition for longer-term relationships - not essential, we are open to tactical short-term opportunities too Keenness to support test and learn
    10. 10. Case study: ScottishPowerExemplary partnership – ambition to raise £10mover 3 years. Official Sponsor designationHigh 5’ campaign, harnessing the ‘collective energy’at Race for Life events40,000 High 5s = £20,000 donation to CRUKEmails and direct mail sent to targetedScottishPower customer baseOnsite activity at 5 key Race for Life eventsRegional PR a key focus at events, with a worldrecord attempt at Hyde Park, and ScottishPoweremployee case study at Glasgow eventHigh employee engagement, with ScottishPowerpaying the Race for Life entry fee for their staff
    11. 11. ‘cancer. We’recoming to get you’ 2013 Campaign
    12. 12. 13
    13. 13. Anyquestions?

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