Advertising for non-profits


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An introductory presentation to some key trends affecting advertising and digital marketing, and how they can help non-profit / charitable organisations. Presented to Barcamp Nonprofits, Oxford, Nov 2010.

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Advertising for non-profits

  1. 1. © 2010 Perini Networks Europe Ltd. ADVERTISING FOR NOT-FOR-PROFIT ORGANISATIONS Paul Squires Managing Director, Perera
  2. 2. © 2010 Perini Networks Europe Ltd.2 Digital agency, based in central Oxford Formed 2010 Part of Perini media group - Creative (Perera) - Advertising sales/service (Xpeso) - Publishing (Imperica) Twitter @pereramedia ABOUT PERERA
  3. 3. © 2010 Perini Networks Europe Ltd.3 Display advertising Content marketing Video (viral) Forums Apps Search/SEO/PPC Location-awareness Email DOOH THERE'S A LOT GOING ON... Obligatory Minestrone Soup graphic
  4. 4. © 2010 Perini Networks Europe Ltd.4 HOW DO YOU BUILD DIFFERENTIATION?
  5. 5. © 2010 Perini Networks Europe Ltd.5 Elly Woolston, DMS (NMA 02/09/10) […] with many charities unprepared for the huge rise of social media, there are still few embracing Twitter, Facebook and video content, which has led to many missing out on a huge audience of social media users. As such, charities need to step outside of their comfort zones and resist rolling out the same tried-and-tested campaigns. If charities are to truly engage donors, they must standout among their competitors. Understandably, each brand is different and what might work for one might not for another, but the key is to identify the right content and the right platform for the target donor. CONTEXT … and measure, report...
  6. 6. © 2010 Perini Networks Europe Ltd. ATTRACTING MORE CUSTOMERS How do you find the right people? Twitter infographic: David McCandless
  7. 7. © 2010 Perini Networks Europe Ltd.7 TOUCHPOINTS, TRANSMEDIA, AND TRANSFORMATION
  8. 8. © 2010 Perini Networks Europe Ltd.8 Touchpoints Maximising the impact of marketing and sales activities Spengler/Wirt 2009 CONTEXT
  9. 9. © 2010 Perini Networks Europe Ltd.9 CONTEXT Transmedia In this model, there would be an evolving non-linear brand narrative. Different channels could be used to communicate different, self-contained elements of the brand narrative that build to create an larger brand world. Consumers then pull different parts of the story together themselves.The beauty of this is that it is designed to generate brand communities, in the same way that The Matrix generates knowledge communities, as consumers come together to share elements of the narrative. It has a word of mouth driver built in. 10/transmedia_plan.html
  10. 10. © 2010 Perini Networks Europe Ltd.10 CONTEXT Transmedia One of the huge challenges of scripting and storybibling great transmedia lies in the triggers that move audience from platform to platform seamlessly. There’s heaps of analysis out there looking at audience behaviors, UX, UI, platforms, primary platforms and narratives and how they all mix into the pot of creating great transmedia. The fact is that a transmedia experience will naturally move audience, progressing them across platforms – with relevance and almost subconsciously. 010/09/19/transmedia-transmafia-hype- hyperbole-or-buzz-and-bt/
  11. 11. © 2010 Perini Networks Europe Ltd.11 CONTEXT Transmedia The viewers/participants who entered The Art of the Heist by seeing the CCTV ‘footage’ of the Audi being stolen naturally weren’t surprised to see it reported in newspapers, featuring in car magazines. ‘Players’ who first came across the blog site of characters in The Art of the Heist were drawn to engage with the experience through blog links and might have came across the CCTV footage later. The point is, at no stage was a ‘map’ supplied. At no time was the magic blitzed by heralding this as a transmedia experience. 010/09/19/transmedia-transmafia-hype- hyperbole-or-buzz-and-bt/
  12. 12. © 2010 Perini Networks Europe Ltd.12 CONTEXT Transmedia It's not a new idea... … there's just a greater potential for creativity across a wider (+ deeper) range of channels Pimania, Automata 1982
  13. 13. © 2010 Perini Networks Europe Ltd.13 CONTEXT Transformation The 'Revolution Vodka Girls' charity calendar has been produced to mark the launch of the site, using female bar staff posing with a vodka bottle. […] All proceeds from the calendar will go to The Factory Foundation, which provides free music workshops for disadvantaged children and young people.. 1911/Revolution-publishes-vodka- calendar-showcase-online-shop/? DCMP=ILC-SEARCH
  14. 14. © 2010 Perini Networks Europe Ltd.14 CONTEXT Transformation BBH – St.John's Ambulance The ad presents a family sitting and eating popcorn together. One of the two young daughters begins to choke on a piece of popcorn, while her mother and father try to help her and her sister screams. The distraught mother looks to the real cinema audience for help, at which point an actress stands up in the auditorium saying that she knows what to do. She runs down the aisle and behind the screen, before appearing in the film. She then uses first aid and saves the girl’s life. -John-Ambulance-targets-cinema-goers- interactive-film/?DCMP=ILC-SEARCH
  15. 15. © 2010 Perini Networks Europe Ltd.15 CONTEXT Where the interesting stuff happens
  16. 16. © 2010 Perini Networks Europe Ltd.16 Perera is a brand of Perini. Perini Networks Europe Ltd. Registered in England 07099941. 3 The Gallery, Marston Street, Oxford OX4 1LF, England, UK. No legal liability assumed. Recipient is responsible for verifying authenticity before acting on contents. Views and opinions represent author, not Perini. © Perini Networks Europe Ltd 2010