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Marketing day 2012: l'histoire d'un panda qui se muscle - Serge Schmitz
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Marketing day 2012: l'histoire d'un panda qui se muscle - Serge Schmitz

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Pour affronter efficacement les enjeux environnementaux grandissants, le WWF doit continuer à croître en termes de moyens financiers privés. La forte notoriété du logo du WWF est un avantage mais elle …

Pour affronter efficacement les enjeux environnementaux grandissants, le WWF doit continuer à croître en termes de moyens financiers privés. La forte notoriété du logo du WWF est un avantage mais elle est loin d’être suffisante.

Published in: Business, News & Politics

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  • 1. The panda whodecided to developone’s muscles… other than just doing kung fu
  • 2. Once upon a time …marketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 3. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsThe WWF mission is … To stop the degradation of the planets natural environment and to build a future in which humans live in harmony with nature, by :  conserving the worlds biological diversity  ensuring that the use of renewable natural resources is sustainable  promoting the reduction of pollution and wasteful consumption.marketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 4. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsWWF (World Wide Fund for Nature) in short +100 WWF is in over 100 countries, +5000 WWF has over 5.000 staff on 5 continents worldwide +3000 WWF has more than 3.000 +5M projects on-the-go, WWF has over in the field 5 million supportersmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 5. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsWWF in Belgium 10 million € Budget 2012 from +85.000 members individuals, corporations and institutions to sustain the Belgian projects and organization 1966 32 motivated staff WWF-Belgium was founded In 1966marketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 6. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsNice mission, great organization but … Very high notoriety … but limited knowledge by the Belgians of what WWF is exactly doing Objective #1 = clarify WWF perception, focus on dynamism and efficiency Income from individuals stagnated and attrition increased Objective #2 = optimise fundraising opportunitiesmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 7. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channels Time to gymmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 8. Ourmarketingtools
  • 9. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsThe marketing tools we had Panda magazine direct mailing (7x yearly) website e-newsletter (10x yearly) press releases mass media campaign social media (facebook, YouTube)marketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 10. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 11. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 12. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsCustometer survey – oct 2011 – 456 interviews 28 min average reading time Relayed characteristics : dynamic, reliable, human, efficient 8.6 recommendation score Panda magazine du WWF Benchmarkmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 13. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsDirect Mailing Testing has been a strong focus : offer, size & format, tone of voice, freemiums, … Results are very positive : + 17% income Frequence and segmentation will increase Combination with e-mailing = extra 10 to 20% incomemarketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 14. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsWebsite Very much instructive … too much ?marketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 15. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsNew Websitemarketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 16. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsNew Websitemarketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 17. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsThe marketing tools we NOW have Panda magazine + poster + fiches direct mailing website e-newsletter (10x yearly) + e-touch points (welcome, events, birthday, surveys, good news, …) press releases ==> press relationship mass media campaign ==> 2 per year = Earth Hour + biodiversity social media (facebook, YouTube, twitter)marketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 18. What offerto whom ?
  • 19. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsProfiling & adapting the offerSocio-demo Recruitment channel“Grey” animal lovers (65+) face-to-face (street, door-to-door, event) Beneficiary telemarketingGrand-parents (50-65y) for yourself paper (mailing, advertisement)Parents (30-45y) with kids 7-12y for others screen (e-mail, web)Kids 7-12y AV media (TV, radio) Level of engagement signing petition Motivations subscribing to e-news Environment project-based giving Climate regular giving (member, adopter) Endangered species after-death giving Sustainable developmentmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 20. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsProfiling &adapting the offer Regular support of species Regular support of the organization Subscription to Panda magazine One-off support of projectmarketing day Legacy Serge Schmitz – March 22, 2012
  • 21. ChannelisChannel
  • 22. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsChannel is channel Recruitment channel Relationship channel Face-to-face Voice (f2f, tel, radio) Telemarketing Direct mailing Paper (mailing, advertisement) Online Screen (large or small) AV media (radio, TV)marketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 23. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 24. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 25. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  • 26. Saturday 31/3 – 20.30Switch OFF the light + Switch ON Green Energy www.wwf.be/earthhour

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