The objective of the newsletter, the event and the social networking was to properly communicate the campaign’s key messages. These key ideas were threaded though all the elements of the campaign and should have been clear for the target audience and also for the media.
Communication Objective: Engage active loyal supporters with the organization
The creative was generally consistent with colors, tagline, theme and logo
DSF, being a non-profit organization (NPO), is funded solely by donations. It has a very limited budget for marketing initiatives and both the Direct Mail pieces reflect that.
Though technically this would deem the campaign a success, the unguided tactics weakened the overall potential.
An opportunity to engage the donors and have interaction with the brand
Every tactic mirrors the other, creating a sense of unity in the message and execution. When the target audience is exposed to the campaign they will be able to connect the dots. Each tactic makes sense in relation to the tagline ‘Help, Change, Grow’.
MISSION:<br />To protect the diversity of nature and our quality of life, now and for the future<br />VISION:<br />Within a generation, Canadians act on the understanding that we are all interconnected and interdependent with nature<br />4<br />
Are mothers or aunts</li></li></ul><li>segmentation<br />Bronze Donor<br />$0 to $500<br />Do not regularly donate<br />Silver Donor <br />$500 to $4,999<br />Recognized in the annual report<br />Gold Donor <br />$5000 to $9,999<br />Treated with a highly personalized approach<br />Platinum Donor<br />$10,000 and up<br />Total of 44 companies in 2009<br />
Campaign objectives<br />Marketing Objectives<br /><ul><li>Raise $1.2 million through donations</li></ul>Communications Objectives<br /><ul><li>Reinforce relationship with loyal donors
Maintain a positive brand perception within the target audience</li></ul>Secondary Communications Objective<br /><ul><li>Attract new supporters to subscribe and become a members of the foundation (generate trial)</li></li></ul><li>‘Live Your Legacy’<br />20th anniversary<br />Campaign<br />
Evaluation<br /><ul><li>Effect on target audience
Why? Focus drifted towards the book and film</li></li></ul><li>recommendations<br />To create strong brand awareness and enhance positive brand attitude, the objectives of the campaign were revised and a new plan was created.<br /><ul><li>Engages audience
More proactive approach</li></li></ul><li>GROW<br />Change<br />HELP<br />
Experiential marketing<br /><ul><li>Raise awareness by provoking thought
Schools submit photos and film to be showcased on DSF social media platforms, direct marketing and website</li></li></ul><li>‘help, change, grow’<br />Gala event<br /><ul><li>Leverage existing partnerships & sponsorship for cost-efficiency
Each guest will receive a keepsake (leaf with seed)
‘Help, Change, Grow’ special 5 minute video premiere