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Freshly Squeezed - Low budget - High impact


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CIPR Freshly Squeezed breakfast briefing - to book places on these events visit

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Freshly Squeezed - Low budget - High impact

  1. 1. Low Budget – High Impact David Barker - Director of Communications
  2. 2. This morning <ul><li>Breakthrough Breast Cancer </li></ul><ul><li>Getting more for less </li></ul><ul><ul><li>Digital + Traditional </li></ul></ul><ul><li>Case study – iBreastCheck </li></ul><ul><li>Free stuff! </li></ul><ul><li>Questions </li></ul>
  3. 3. About Us <ul><li>Breast cancer is the most commonly diagnosed cancer in the UK </li></ul><ul><li>Around 1,000 women die of breast cancer every month in the UK </li></ul><ul><li>Our vision is a future free from the fear of breast cancer </li></ul><ul><li>We are fighting Breast Cancer in three fronts – Research, Campaigning, Education </li></ul><ul><li>Income in 2010 - £18m </li></ul><ul><li>130 staff </li></ul><ul><li>Communications restructured to bring on/off line teams together </li></ul>
  4. 4. A simple premise You do your most creative work in times of lean, not in times of plenty
  5. 5. Low budget – High Impact <ul><li>Digital + Traditional </li></ul><ul><li>= </li></ul><ul><li>Success </li></ul>
  6. 6. The BIG Question <ul><li>Who’s responsible? </li></ul><ul><ul><li>Digital is a murky mix of PR, marketing, online, interactive, customer relations, fundraising, campaigning, service provision and more! </li></ul></ul><ul><ul><li>. . .But try to make it everyone’s job and </li></ul></ul><ul><ul><li>It becomes no one’s job </li></ul></ul><ul><ul><li>Anarchy reigns! </li></ul></ul>
  7. 7. iBreastCheck
  8. 8. Traditional PR
  9. 9. Digital Influencers
  10. 10. Digital Influencers
  11. 11. Digital Influencers
  12. 12. <ul><li>19,000 downloads </li></ul><ul><li>5% sign up to e-newsletter </li></ul><ul><li>£2.6m media value </li></ul><ul><li>47% of UK women (24+) reached </li></ul>
  13. 13. Integration, Integration, Integration
  14. 14. Free Stuff
  15. 15. The moral of this story. . . <ul><li>Creativity counts </li></ul><ul><li>Digital + traditional = Success </li></ul><ul><li>Integration, Integration, Integration </li></ul><ul><li>Grab the freebies! </li></ul>
  16. 16. Questions?