Towards an integrated marketing strategy

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Lindsay Gormley, Barnardo's
Mission Critical: Crafting your communications strategy workshop
www.charitycomms.org.uk/events

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Towards an integrated marketing strategy

  1. 1. Mission Critical: CraftingYour CommunicationsStrategy Workshop30 May 2012 #CommsStrategy
  2. 2. Towards an Integrated Marketing Strategy Lindsay Gormley Assistant Director of Marketing 30th May 2012
  3. 3. Today’s agenda•Context•Why is this important?•Your brand truth•Audiences•Objectives•Your staff•Process•Plan•Make it happen!
  4. 4. Context•Integrated marketing – not easy!•Organisations often not set up toaccommodate•But every one different – someawesome examples out there of peopledoing this well!
  5. 5. Context•Aim for this session – drawing on thelessons I’ve learned I’m going to posesome questions to help formulate yourthinking•And suggest a process to follow todevelop your strategy
  6. 6. Why is this important?AWARENESS As charities we need to take as many INTEREST people as possible as far through this DESIRE journey as possible. One communications channel alone can’t ACTION do this.
  7. 7. Why is this important?•Understanding the supporter journeyis key•Economic reasons, yes goodstewardship and cost savings
  8. 8. Why is this important?•But digital world means organisationscan no longer say different things todifferent audiences•Traditional boundaries are blurring
  9. 9. Why is this important?•Audiences have access to all kinds ofinfo•In so many different ways
  10. 10. Why is this important?•Unaddressed this results ininconsistent and incohesivecommunication•How can you avoid this?
  11. 11. Understand your brand truth•Being true at every touchpoint is oneof our biggest challenges
  12. 12. Understand your brand truth•What does brand truth mean?•What is it that, no matter what, who,why or where you are communicating,is always true about you as anorganisation?
  13. 13. Understand your brand truth•Understanding this is essential•Underpin everything you do
  14. 14. Understand your brand truth•Allow you to create sticky brand toolsfor the organisation to use as aframework for communication – notjust for communication colleagues, butfor all staff
  15. 15. Audiences•Who are your audiences?•How do they differ?•Do you have a core audience?•What do you know about them?
  16. 16. Audiences•How do they want to engage withyou?•Is it easy for them to do this?
  17. 17. Audiences•Which parts of your organisation aretalking to the same people?•Are they doing it in the same way?
  18. 18. Audiences•Understanding this will help spotcrossover points for integration
  19. 19. Objectives•What are your organisation’s overallbusiness objectives?•Yours/colleagues/departmental willfall out of these•Where is the sweet spot that you canwork together to achieve a commongoal?
  20. 20. ObjectivesFocus on the sweetspot in the middle
  21. 21. Don’t forget about your staff•Your staff should be the biggest brandchampions you have•Inspire them, excite them, engagethem
  22. 22. Don’t forget about your staff•Give them tools to use•And ways to get involved – make yourbuck go so much further!•Make your brand values and purposeclear and visible
  23. 23. Process•How can you make this stuff happen?•Set out a process•Set SMART objectives•For example:
  24. 24. Process•What’s the business issue that needsto be solved?•Decide a simple strategy to achievethe objective
  25. 25. Process•Find and eliminate barriers toachieving this strategy•Turn a business objective into a clearand achievable goal
  26. 26. Process•Understand your consumer•Create a big idea that starts with thebusiness need, not what we want tosay!
  27. 27. Process•Don’t forget about staff!•Bring it to life at every touchpoint
  28. 28. Plan•Make a plan and make it workable•Set SMART objectives•Agree clear roles and responsibilities
  29. 29. Plan•KPI’s – be clear on how you willmanage success•Monitor and report on progress atevery step of the process
  30. 30. Make it happen•Consider your own behaviors andthose of your team•Inspire others to work together•Be clear on what’s in it for them
  31. 31. Make it happen•What’s the greater business benefit?•Be enthusiastic – and tenacious!•Test – and learn!
  32. 32. Thank you!Any questions?

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