Award-winning social marketing case study
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Case study: A national integrated marketing communications case study. Winner of a 2012 Silver Leaf Award and an Ovation Award of Excellence from International Association of Business Communicators.
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Award-winning social marketing case study
- 1. An Integrated National Communications Case Study rethink. rework. reaffirm. reengage. Jeronimo De Miguel AVP, External Relations, Manulife Financial Graham Machacek Director, Marketing Comm. & Bus. Dev., Volunteer Canada May 16, 2012
- 3. Background • About Volunteer Canada • About Manulife Financial • How we made a connection 3
- 4. Voluntary Sector - At A Glance • About 161,000 non-profit and voluntary organizations in Canada • More than 200 volunteer centres in Canada • 13.3 million volunteers contributing 2.1 billion hours • Annual revenues of about $112-billion • Spotlight on volunteering • Spectrum of engagement • Thin base of support? 4
- 5. Take-home points • rethink. = Insights • rework. = Balance • reaffirm. = Walk the talk • reengage. = It’s personal! 5
- 6. rethink. Insights. Bridging the Gap • Volunteering is personal • Changes throughout our life cycle • Two-way relationship • Give something, gain something • Group volunteering appeals to all ages • Finding meaningful opportunities isn’t easy Access the report : www.getvolunteering.ca. 6
- 7. Our Campaign Objectives • To inspire potential volunteers to “Get Volunteering” by visiting Getvolunteering.ca, where they can find volunteer opportunities that match their abilities, skills and interests; inspirational stories of Canadians who are actively involved in their communities; and useful tools and information on volunteering. • To support the voluntary sector with tools and resources to help organizations better attract and retain today’s volunteers. Driving Ownership & vision, building a mission, and sustainable values? platform 7
- 8. rework. Balance. Strategic Framework INSPIRE SUPPORT - Storytelling - Build capacity - Wants + life stage - Custom for cohorts Engage - Show (don’t tell) 8
- 9. Key Audiences • Public: – Past volunteers (33%) – Youth, Families, Baby Boomers, Employer-Supported volunteers • Voluntary Sector: – Volunteer Centres – Volunteer-involving organizations • Other – Influencers – New Canadians – Staff, Governance, Affiliates – More... 9
- 10. reaffirm. Walk the Talk. Leveraging Brand and network of business insight? alignment Delivering Return on Getting the Integrity for inside onside client? Short- and Long-term What is our sector role now vs. impact? long-term? 10
- 11. reengage. It’s Personal! Campaign Activation Employer- Research Campaign Families Supported Boomers Youth Launch Launch Volunteers Momentum + retention + audience re-engagement 11
- 12. Measuring Success Target Actual Media Impressions (65 Million) 72 million (+ $53,000 in value) GV.ca (65,000 Unique Visitors) 100,000 uniques , 3 min. average Matching Tool (25,000 Visitors) 400% increase in usage (42,395 visitors). Now largest DB in Canada. GV Facebook (5,000 likes) About 11,000 (now over 13K) Key word search (1%) 5.17% (above industry standard) Online display ads (0.07%) 0.09% (above charity sector average) News media (2 National Stories, cross- Multiple national and regional stories Canada local coverage) across news media platforms. VQ featured on globeandmail.com. 12
- 17. Get Volunteering FB Community 17
- 18. rethink. – again. Final thoughts. • Power of partnerships : 3-ways, 4-ways, oh my! • Branding - one size doesn't fit all • Creating a strategy that is realistic and effective. • Multiple phases, not one big splash. • Influencers • ROIntegrity - align campaign with signature cause • Meshing internal cultures / work styles • Technology – great, but expect surprises • Don't over think (analysis paralysis) 18
- 19. Thank you 19
Editor's Notes
- Annual revenues of about $112-billion: -More than GDP of SK and MB combined, or all four Atlantic provinces combined -Roughly 7% of Canadian GDP
- Annual revenues of about $112-billion: -More than GDP of SK and MB combined, or all four Atlantic provinces combined -Roughly 7% of Canadian GDP
- BtG – identified gaps between what Canadians seeking in terms of meaningful community involvement and what orgs may be offering Validated what many sector leaders were thinking
- Non profit perspective: -How can we ensure this campaign drives our vision, mission, and core strategic priorities? Corporate perspective: - [insert here]
- INSPIRE research notes here: -Canadians are passionate -About 50% of Canadians over age of 15 are already volunteering -But many are aging -Opportunity to renew the volunteer base by tapping into the individual “wants” of past volunteers by life stage -Common “want” – don’t know where to turn to or how to find something that matches individual interests and skills SUPPORT notes: -Support sector capacity to recruit and retain volunteers -Many NGOs struggle with how to best use volunteers – what to do with them, how to train them, how to use their skills in a meaningful way -Don’t necessarily have time, skill or resources to always manage their volunteer base ENGAGE notes: -Today’s volunteers are more goal-oriented, autonomous, tech savvy and mobile -Focus on a practical approach to engagement
- Primary Target: -Past volunteers :This group represents approximately 33% of Canadians. -Bridging the Gap uncovered a critical new insight in the Canadian volunteering marketplace – that while today’s volunteers (both current and potential) want to give back, they also want to gain new skills, new networks, new opportunities, and more. -The research also uncovered that depending on what life stage people are at, these needs and wants vary drastically. We then created audience personas (informed by the research) to highlight the “wants” of four specific potential volunteer groups. Secondary Target: Non-profit and charitable organizations – those responsible for recruiting and retaining volunteers in the voluntary sector. The landmark research also investigated today’s charitable and non-profit players. It revealed that organizations sometimes struggle with how to best engage and train volunteers, and how to use their skills in a meaningful way. It also revealed that many don’t have the time, skills, or resources to effectively manage their volunteer base.
- French considerations
- Key word search – volunteers are pro-active and are out in cyber world searching for relevant opportunities.
- Key word search – volunteers are pro-active and are out in cyber world searching for relevant opportunities.
- Key word search – volunteers are pro-active and are out in cyber world searching for relevant opportunities.
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