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Laura Bradley & Lori Abbott, SickKids Foundation

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Media as Part of an Integrated Multi-Channel Strategy

Join SickKids Foundation’s marketing professionals as they walk you through their first-ever “Healthy & Happy” campaign. Launched in May 2012, this month-long campaign asked people to stand up and “Do The Happy” to give thousands of children a better chance at a healthy and happy life. With a large social media and digital component, the highly successful campaign had a fully integrated approach to fundraising.

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Laura Bradley & Lori Abbott, SickKids Foundation

  1. 1. Healthy & HappyForget happy, we’re ecstatic! PRESENTED BY Lori Abbott and Laura Bradley
  2. 2. Healthy & Happy Overview 2
  3. 3. Healthy & HappyGoal 3
  4. 4. Healthy & HappyObjectives 4
  5. 5. Healthy & HappyDo The Happy 5
  6. 6. Healthy & HappyAdvertising 6
  7. 7. 7
  8. 8. 8
  9. 9. 9
  10. 10. Healthy & Happy Digital 10
  11. 11. Healthy & Happy: DigitalObjectives 11
  12. 12. Healthy & Happy: DigitalObjectives 12
  13. 13. www.dothehappy.com 13
  14. 14. Healthy & Happy: DigitalObjectives 14
  15. 15. 15
  16. 16. 16
  17. 17. Healthy & Happy: DigitalObjectives 17
  18. 18. TacticsFundraisingAwarenessEducation 18
  19. 19. Healthy & Happy: DigitalEvent promotion 19
  20. 20. Healthy & Happy: DigitalHappy Moments 20
  21. 21. Healthy & Happy: DigitalEducation messaging 21
  22. 22. Healthy & Happy: DigitalContent schedule 22
  23. 23. Healthy & HappyLearnings 23
  24. 24. Healthy & Happy: Key Learning #1Buy-in from senior management 24
  25. 25. Healthy & Happy: Key Learning #2Cross-functional representation 25
  26. 26. Healthy & Happy: Key Learning #3Support to take a risk 26
  27. 27. Healthy & Happy: Key Learning #4Brand guidelines 27
  28. 28. Healthy & Happy: Key Learning #5Prioritization 28
  29. 29. Questions? Only 339 days until weDo The Happy all over again
  30. 30. SickKids Foundation525 University Avenue | Toronto, Ontario | M5G 2L3 www.sickkidsfoundation.com

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