Hello.
Identifying and reaching your
audiences
7 steps and top tips
The only difference between
stumbling blocks and
stepping stones is the way
in which we use them.
1. Identify which audiences you
have first
PCUK – gap in product offer by lifestage
0
50
100
150
200
250
300
20 30 40 50 60 70 80 90
Event
Cash
Active RG Cash
Active...
2. Then identify which audiences
you want
Our target audience – Meet Jenny
Audience fears
• Our Aware audience are
more at risk of eye sight
problems because of their
life stage
• They also have a ...
3. Identify the right hook
Strong brands are known for doing one thing well
= Hope
= Support
= Search
= Whopper
Strong brands are famous for one thing
Supporting
independent
living
Creating an
inclusive
society
Preventing
sight loss
B...
RNIB have the solution
RNIB Sight Loss Advisors provide support to people who have been
diagnosed with a sight-threatening...
4. Make sure your brand is fit for
purpose
Awareness and Consideration to Support
Source: 2013 Charity Brand Index
0
10
20
30
40
50
60
70
80
90
100
Awareness
Conside...
Parent endorsement
brand
Family of brands
(Corporate)
Family of brands
(products and
services)
Business facing
branded pro...
The two organisations have different strengths and would
benefit from greater collaboration
RNIB: professional, authoritat...
From… To…
Only for the blind
Distant and cold
Functional
Old-fashioned
Corporate
Informative
Rational
Non urgent
Low consi...
5. Then plan your campaign
Strategy
Channel Mix
Case for Support
Creative
Campaign pillars
• Get support, give support
• Integration of marketing with fundraising, campaigning and services
• Devel...
Regional
hotspots or
Video on
Demand
(National)
Digital
Display
Radio
(National
with regional
up-weight)
Paid Search
Chann...
DRTV
Transport media,
digital and search
Direct mail
(warm)
Channel selection
Radio – Classic FM
Video on Demand
Digital Display
Paid Search
8th April 28th April 30th May
DRTV
Campaign laydown
MP lett...
Every 15 minutes someone in the UK will be they’re losing their sight. The news
will change their lives forever. They’ll b...
Feel:
It must be terrifying to lose your sight, especially if no-one’s there to
support you.
Think:
Losing your sight can ...
6. Be ready with a Good journey
7. Evaluation for learning and
renewal
Headline measures
Marketing
– Awareness
– Understanding
– Uniqueness/Differentiation
– Relevance
– Consideration to suppor...
Fundraising
– Acquisition through direct response
– Convertion to regular givers at an average cost per acquisition
‘CPA’
...
The only difference between
stumbling blocks and
stepping stones is the way
in which we use them.
Top Tips
Over to you
Any questions?
Visit the CharityComms website to view
slides from our past events, see what
events we have coming up and to
check out wha...
Good principles for building customer relationships that stand the test of time. Audience first conference, 16 July 2014
Good principles for building customer relationships that stand the test of time. Audience first conference, 16 July 2014
Good principles for building customer relationships that stand the test of time. Audience first conference, 16 July 2014
Good principles for building customer relationships that stand the test of time. Audience first conference, 16 July 2014
Good principles for building customer relationships that stand the test of time. Audience first conference, 16 July 2014
Good principles for building customer relationships that stand the test of time. Audience first conference, 16 July 2014
Good principles for building customer relationships that stand the test of time. Audience first conference, 16 July 2014
Good principles for building customer relationships that stand the test of time. Audience first conference, 16 July 2014
Good principles for building customer relationships that stand the test of time. Audience first conference, 16 July 2014
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Good principles for building customer relationships that stand the test of time. Audience first conference, 16 July 2014

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Dan Dufour, head of brand and engagement, The Good Agency; Natasha Dickinson, head of marketing and communications, RNIB

Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk

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  • Natasha: A review of our brand architecture – the way we organise and present our range of products and initiatives – also identified that it was difficult for people to navigate their way around our world
  • Natasha: the main two brands in our partnership both had strengths and weaknesses, but would be stronger through collaboration.
    Whilst RNIB was seen as professional and authoritative, it was also seen as old-fashioned distant and passive. Whilst Action for Blind People was seen as friendly of dynamic it was lacking in scale, authority and awareness.
  • Natasha: We used the findings of the Brand Audit to be clear on how we wanted to changed and shift perceptions of our brand.
  • Natasha: We’ve refreshed our visual identity and tone of voice to reflect our core focus and personality with a strapline, brighter colour, a new friendlier typeface, as well as tidying up that messy brand architecture.
  • Natasha: We also have three styles of photography from crisis, to contact and coping using light and shade that enable us to tell our story emotively.
  • Natasha: We also have three styles of photography from crisis, to contact and coping using light and shade that enable us to tell our story emotively.
  • Dan: So we know our audiences, we have the hook and the brand to reach them. Now we can actually plan a campaign. With RNIB we had a campaign plan, a media plan, a case for support and of course creative.
  • Dan: The campaign plan was build on a model of ‘get support/give support’, knowing that we wanted to promote a service many people don’t know RNIB provide but also that we need funding for the same service. It was also integrated across all key departments, which was a first for RNIB, and we made sure we considered how we build loyalty and value over time.
  • Dan: From an awareness perspective we invested in...
  • Dan: From a fundraising perspective we invested in...
  • Dan: This was our campaign case for support
  • Good principles for building customer relationships that stand the test of time. Audience first conference, 16 July 2014

    1. 1. Hello. Identifying and reaching your audiences
    2. 2. 7 steps and top tips The only difference between stumbling blocks and stepping stones is the way in which we use them.
    3. 3. 1. Identify which audiences you have first
    4. 4. PCUK – gap in product offer by lifestage 0 50 100 150 200 250 300 20 30 40 50 60 70 80 90 Event Cash Active RG Cash Active RG
    5. 5. 2. Then identify which audiences you want
    6. 6. Our target audience – Meet Jenny
    7. 7. Audience fears • Our Aware audience are more at risk of eye sight problems because of their life stage • They also have a deep rooted fear of blindness, it ranks third in their worst fears behind cancer and dementia • But whilst it is one of their worst fears, blindness is not something they have a great deal of experience of • They do not think it is likely to happen to them and they don’t see it very often
    8. 8. 3. Identify the right hook
    9. 9. Strong brands are known for doing one thing well = Hope = Support = Search = Whopper
    10. 10. Strong brands are famous for one thing Supporting independent living Creating an inclusive society Preventing sight loss Being there when people need us
    11. 11. RNIB have the solution RNIB Sight Loss Advisors provide support to people who have been diagnosed with a sight-threatening condition and help them come to terms with their sight loss.
    12. 12. 4. Make sure your brand is fit for purpose
    13. 13. Awareness and Consideration to Support Source: 2013 Charity Brand Index 0 10 20 30 40 50 60 70 80 90 100 Awareness Consideration
    14. 14. Parent endorsement brand Family of brands (Corporate) Family of brands (products and services) Business facing branded products ECLO Group Buildings, streets and transport Transcription services Information on the equality act Images, maps and signs Product design Website accessibility VILD Research and Evidence The way we were presenting ourselves was confusing
    15. 15. The two organisations have different strengths and would benefit from greater collaboration RNIB: professional, authoritative and expert but old fashioned, distant and passive Action for Blind People: friendly and dynamic but lacks gravitas and heritage that brings confidence.
    16. 16. From… To… Only for the blind Distant and cold Functional Old-fashioned Corporate Informative Rational Non urgent Low consideration to support For anyone affected by sight loss Approachable and human Compassionate Progressive Personal Empathetic Emotive Urgent as well Support
    17. 17. 5. Then plan your campaign Strategy Channel Mix Case for Support Creative
    18. 18. Campaign pillars • Get support, give support • Integration of marketing with fundraising, campaigning and services • Develop valued and valuable relationships
    19. 19. Regional hotspots or Video on Demand (National) Digital Display Radio (National with regional up-weight) Paid Search Channel selection
    20. 20. DRTV Transport media, digital and search Direct mail (warm) Channel selection
    21. 21. Radio – Classic FM Video on Demand Digital Display Paid Search 8th April 28th April 30th May DRTV Campaign laydown MP letter Campaign Member and volunteer comms Services mailing Comms and Social outreach Direct response Outdoor Homepage takeover
    22. 22. Every 15 minutes someone in the UK will be they’re losing their sight. The news will change their lives forever. They’ll be unsure what the future holds. They’ll be upset, shocked, even terrified. Isolation and depression can soon follow. It doesn’t have to be this way. The right advice and support from the moment of diagnosis can help people come to terms with losing their sight, take control of their situation and find the strength to face the future. But today only one in ten of these people will not be offered the specialist support they need. Nearly half of our hospitals don’t offer counselling, or have sightloss advisors on hand. We need to be there for everyone who is losing their sight. With your support, the RNIB’s sight loss advisors can be there for people from day one, to help them face the future with confidence – not fear. Campaign case for support
    23. 23. Feel: It must be terrifying to lose your sight, especially if no-one’s there to support you. Think: Losing your sight can have a devastating emotional and psychological impact on someone, leading to isolation, depression and even suicide. Do: Support RNIB so they can be there for everyone who is losing their sight, from the day they need it the most until the day when they do not need us at all. Engagement
    24. 24. 6. Be ready with a Good journey
    25. 25. 7. Evaluation for learning and renewal
    26. 26. Headline measures Marketing – Awareness – Understanding – Uniqueness/Differentiation – Relevance – Consideration to support – Personality • By audience segment and region • And in comparison to competitors over time
    27. 27. Fundraising – Acquisition through direct response – Convertion to regular givers at an average cost per acquisition ‘CPA’ – Raise £XXXk from warm appeal in 2014 – Total income over five years Headline measures
    28. 28. The only difference between stumbling blocks and stepping stones is the way in which we use them. Top Tips
    29. 29. Over to you Any questions?
    30. 30. Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk

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