Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

British Heart Foundation Integration of Online and Offline for Fundraising


Published on

A whirlwind tour through the British Heart Foundation's Mending Broken Heart Appeal and how we integrated cross channel online and offline to achieve a better reach and response for awareness and fundraising objectives.

Published in: Business
  • Be the first to comment

British Heart Foundation Integration of Online and Offline for Fundraising

  1. 1. Integrating Online & Offline Comms:BHF’s Mending Broken Hearts Appeal<br />Laila Takeh (BHF Digital Manager)<br />
  2. 2. HOPE<br />
  3. 3. Since seeing the campaign<br />Could be money or for stores<br />Hall and Partners: Post Campaign Evaluation for BHF<br />
  4. 4. Paid media – TV & Press<br />TV<br />print adverts<br />DRTV<br />4<br />
  5. 5. Paid media - Digital<br />5<br />
  6. 6. Earned media<br />Soft Launch<br /><ul><li>Celebrity interviews
  7. 7. Case studies
  8. 8. Photo call
  9. 9. Radio Day</li></ul>Target Media<br /><ul><li>On the sofa
  10. 10. National tabloids
  11. 11. Regional Radio
  12. 12. Social media </li></ul>Breaking News<br />Heart Failure Stats <br />Science Media Centre<br />Interviews with scientists<br />Target Media<br />National broadsheets<br />News channels<br />Regional news<br />Online<br />
  13. 13. Owned media<br />
  14. 14. Owned media<br />shops<br />direct mail<br />youtube<br />membersmag<br />
  15. 15. 1 in 4 saw at least two media creatives, 1 in 10 saw three<br />TV: 49%<br />34%<br />Digital: 15%<br />4%<br />6%<br />3%<br />5%<br />2%<br />2%<br />Print: 15%<br />Hall and Partners: Post Campaign Evaluation for BHF: ATL Recognition<br />
  16. 16. Challenges<br />Complex scientific message<br />Balancing requirements despite wide variety of formats, objectives and audiences<br />Internal comms across entire organisation<br />Interdependencies but varying lead times<br />
  17. 17. How we did it<br />Steering group<br />Core project team and representatives<br />Integrated planning<br />Strands for focus<br />Key message and campaign brand doc<br />Audience and journey mapping <br />
  18. 18. Do’s and Don’ts<br />DO<br />Define roles upfront<br />Create single campaign visual and message guidelines<br />Map user journeys and timings<br />Daily campaign stats catch ups<br />DON’T<br />Force integration<br />Forget contingency planning<br />Sweat the small inconsistencies<br />Be territorial<br />
  19. 19. Questions?<br />Laila @spirals<br />