The document outlines a training session on strategic marketing communications for BOSCO Uganda. The agenda includes an introduction to BOSCO Uganda, a marketing strategy briefing, and a discussion of the modern marketing mix. Trainees are then assigned to develop a full strategic marketing plan for BOSCO Uganda for the next fiscal year, including strategy, tactics, measurement, and ensuring it stays within budget. The document provides background on BOSCO Uganda and covers various digital and traditional marketing channels that could be used as part of the plan.

1. BOSCO UgandaInterterm Intensive

2. How today is going to work?

3. Today’s Schedule Speakers IntroStrategic Marketing CommunicationsBreakBOSCO Uganda OverviewBOSCO Uganda Marketing StrategyLunchBOSCO Uganda AssignmentModern Marketing Mix with BOSCO Marketing AssetsQ&A

4. 12 years in digital10 years as a marketerdonschindler.comdon.schindler@nd.edu@donschindlerDon Schindler

5. Breaking Down a Strategic Marketing Plan

6. ObjectivesWhat does your client want you to do?

7. Who is this?To be Earth's most customer-centric company where people can find and discover anything they want to buy online.

8. Who is this?To be Earth's most customer-centric company where people can find and discover anything they want to buy online.

9. Marketing GoalsMust be numbered based.Should be tied closely to Objectives.Should be a stretch goal but not unreasonable.

10. Market ResearchHow does the marketplace look? Who is your chief competition?

11. Who is most likely to give? Who is most likely to tell their friends? Who I is more likely to stay engaged over one year? Two years? Ten Years? A lifetime?Target Audience Profile

12. Why Do They Matter?DemographicsFemaleWhiteAffluentTwo Kids in High School / CollegeMakes decisions on finances

13. What Do They Believe Now?About:The IssueThe Potential SolutionsYour Potential SolutionYour Company

14. Where Do They Get Their Info?TV ProgramsNewspaperMagazinesOnline News SitesSocial NetworkingDirect MailMommy BlogsDonation Sites

15. Who Do They Trust?Other MomsNewsWebsitesAdvertisingCelebrities

16. What Will Move Them?SympathyGuiltLaughterPeer Testimonials

17. What Do We Want Them To Do?Donate/ PledgeVolunteerShare StoryStay Connected

18. Why Won’t They Do ItLack of AwarenessLack of ConnectednessLack of Ability (charity doesn’t allow easy online giving)

19. Key InsightTarget Audience Story

20. StrategyWe are the resourceWe are the thought leaderWe are the low end branded price leaderWe are the best value for the priceWe are the connection

21. Tactics – Your Marketing MixPrintBrochures, FlyersDigitalWebsites, blogs, emailVideo & PhotographyYouTube, FlickrAdvertisingTV, Radio, SearchSocial MediaFacebook, Linkedin, Twitter

22. MeasurementROIRevenue from Investment – Cost of InvestmentCost of Investment$200,000 – $15,000$15,000= 12.33 (Good)$200,000 – $115,000$115,000= .74 (Not so good)

23. Tactic MeasurementA “Like” is not a measurement unless it is tied to sales.

24. Analytics

25. Tactic Adjustment

26. Phased Approach

27. Estimated BudgetBe careful of spending too much / too little on marketing assets.Non-profits have a hard time justifying marketing spends to donors. How would you approach this?

28. Creative Briefs

29. Marketing Rollout Calendars

30. Marketing Editorial Calendars

31. BOSCO Uganda Overview

32. BOSCO Uganda Strategic Marketing Brief

33. ObjectivesLeverage technology to build globally connected, locally rooted authentic communities in developing context beginning in Northern Uganda, BOSCO Uganda wishes to create global awareness and advocates of its mission.

34. Marketing GoalsBOSCO Uganda raised: 2006 – 2008: $242,5032009: $33,7092010: $20,485 (-40%)April, 2011: $18,800 (-9%)GOAL: Increase funding by 50% to $50,563 by May 1, 2012

35. Market Research

36. Market Research

37. Invisible ChildrenInvisible Children uses film, creativity and social action to end the use of child soldiers in Joseph Kony's rebel war and restore LRA-affected communities in central Africa to peace and prosperity.

38. Digital Footprint

39. Social Footprint

40. Other Charities

41. Other Charities

42. Target AudienceDonors (Women give more than men)CatholicsPotential Partners (USAID)ScholarsFunding AgenciesPeople with interest in African politics

43. Why They MatterWomen/CatholicsFinancial GivingAdvocates to spread the message

44. What Do They Believe Now?Women/CatholicsPhysical Needs are more important than communicationBOSCO is not knownComputers are not an exciting sell like Ending War or Saving Children or Both like Invisible Children

45. How Do They Get Their Info?Women/CatholicsInternet NewsTV News / Talk ShowsSocial NetworksWord of MouthChurchesEmail Lists

46. Who Do They Trust?Women/CatholicsPeersChurchesTV NewsInternet NewsSocial Network

47. What Will Move Them?Stories of Uganda women breaking free of isolationConnections to those Uganda WomenVision Story of BOSCOAbility to make a difference in the lives of these Uganda women and childrenGrassroots and low overheadSimple Technology

48. What Do We Want Them To Do?DonateConnect to the Uganda womenShare the storyVolunteer to help BOSCO UgandaAdvocate for BOSCO Uganda

49. Why Won’t They Do It?Don’t know anything about BOSCO UgandaDon’t understand what BOSCO Uganda is doing Not connected to the Uganda women/childrenNot askedNot easy to donateOther needs are more pressingAfrica is too remoteDon’t know what they are getting for their donation

50. The Story Factor

51. What Story Means To MarketingWe love stories more than facts.Stories are how we remember, relate, and share our lives.Stories touch emotionally and can influence the defensive.We are not rational beings.Narration is as much a part of human nature as breath and the circulation of the blood. – A.S. Byatt

52. Who I Am / Who We Are Story

53. Why I’m Here / Why We AreHere Story

54. They use the computer like me to communicate. They also do other things that I do.The Vision Story

55. Values in Action Story

56. BOSCO Uganda Assignment

57. What We Need From YouFinish a Strategic Marketing Communications Plan include Strategy, Tactics, and Measurement for the next fiscal year.Put together a Marketing Rollout Plan and an Editorial Calendar if needed.Use what you’ve learned and research to create a key insight and target audience story.DREAM BIG – But keep to the limited budget and limited staff resources.

58. How Will You Succeed?Professional PresentationGreat Key Insight / Target Audience StoryConfidence in the Pitch and Execution (vague ideas about how to do are looked down upon)Staying within the budget and limited staff resources

59. Traditional and Digital Marketing Mix

60. How Marketing Has Changed

61. Social Media Revolution

62. Print MaterialsBrochureFlyersDirect MailersInvitesBusiness CardsAnnual ReportsBusiness Letterhead

63. New Techniques in PrintUsing variable data on print pieces for personalization.QR Codes and Vanity URLs to track when people take the CALL TO ACTION.

64. Digital Footprint

65. Digital Footprint

66. How to enhance your digital presenceYou can control this - the more you add, the more the search engines find.Industry StandardsWebsites/BlogSocial Media SitesDigital Media Sites

67. Your audiences expect your digital presence

68. Your audience has an audienceHow many people know that he really dislikes being here?

69. Digital MaterialsWebsiteBlogs

70. The Portal

71. WebsiteShould have:CMSGood designCALL TO ACTIONAnalyticsSearch Engine FriendlyMobile

72. Content Management System

73. Design is power too.

74. CALL TO ACTION – Join, sign-up email, get listed

75. Google Analytics

76. Does it speak search engine?

77. How search engines workInbound linksDomain name URLKeyword Density/ResearchSEOMOZ.org

78. Direct MailUse landing pages on websiteUse social media for other places to connectOffer incentives for following (member discounts)

79. Landing Page

80. Landing Pages

81. Don’t forget Mobile (first screen)

82. The power of a blogPagesSpecific AnswersCommentsSearch Engines love themInbound LinksPersonalityEasy to useMust be on your website for benefits

83. Email Marketing

84. Blacklisted

85. Tracking

86. Test, test, test

87. How often should you send?Make sure you have something relevant to say.Test, test, test.

88. Tip: Don’t blow everything on the website and nothing on outreach

89. Be Found Everywhere

90. Strategy – Be Found Everywhere

91. Search MarketingGoogle Ads

92. Rankchecker

93. Google Adwords – Keyword Research

94. Google Analytics will tell you

95. Keyword Density tools

96. Linkedin

97. BOSCO Uganda Linkedin

98. Linkedin PowerMore connections, more touchesConnected to Twitter and FacebookOpen up your profileA group can offer sharingBeing a community manager takes time, patience and planningEncourage others to talkAutomatically emails others with updates they control

99. over 750 millionFacebook

103. Facebook bringsMore conversationsMore personalityMore chances to get into their “life” stream than other pieces

104. Facebook secretsBias against newcomers“Most Recent” is not really your friendsLinks are favored over updates.Photo and Videos trump links.Stalking won’t get you noticed.Get people to comment.Popular kids won’t see you.http://www.thedailybeast.com/articles/2010/10/18/the-facebook-news-feed-how-it-works-the-10-biggest-secrets.html

105. What to delete People should be able to vent but not attack or curseBe careful what you deletePut up a facebook policy

106. Facebook CALL TO ACTION Join the email listVisit our websiteEncourage followers to go to website via links, photos, & videoBe careful of contests

107. Using iframes on facebook

108. BRAND NEW - Subscribe

109. Facebook Ads

110. Facebook Ads

111. Twitter

112. Twitter Page

113. PROSPower of instant conversationsSpreading the word quicklyHelping out member businessesCompanies are not the answer – your personality is.Company Twitter as an aggregatorYou can collect users with bots

114. what is this?

115. CONSLots and lots of noisesBotsInterface is not friendlyNo SEOTwitter will disappear – need your list to engage in other places

116. Bots

117. Google+

119. Google+ started with lists

120. Google understands threads and keeping conversations together. I do think that Google+ is more suited for rapid communication over Twitter as it threads the whole discussion in one place, and also allows for longer responses.jeremiahowyang

121. Vontoo Calls

122. Video

123. Photo Sites

124. Fundraising Tools

125. Charity Directories

126. Dealing with No/Limited Budget

127. Recap and Q & A

128. What We Need From YouFinish a Strategic Marketing Communications Plan include Strategy, Tactics, and Measurement for the next fiscal year.Put together a Marketing Rollout Plan and an Editorial Calendar if needed.Use what you’ve learned and research to create a key insight and target audience story.DREAM BIG – But keep to the limited budget and limited staff resources.

129. How Will You Succeed?Professional PresentationGreat Key Insight / Target Audience StoryConfidence in the Pitch and Execution (vague ideas about how to do are looked down upon)Staying within the budget and limited staff resources

130. Need me?don.schindler@nd.edu@donschindler574-387-1688Don Schindler

131. Creditspage 6 - http://www.flickr.com/photos/minnesota_social_marketing/5950571178/sizes/l/in/photostream/page 11 - http://www.flickr.com/photos/kwl/5266186167/sizes/l/in/photostream/page 21 - http://www.flickr.com/photos/kodomut/3616896096/sizes/l/in/photostream/page 27 - http://www.flickr.com/photos/helico/404640681/sizes/o/in/photostream/page 32 - http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roipage 62 - http://www.amazon.com/Life-After-30-Second-Spot-Alternatives/dp/0471718378/ref=sr_1_1?s=books&ie=UTF8&qid=1318202627&sr=1-1page 65 - http://upload.wikimedia.org/wikipedia/en/e/ee/DeathStar2.jpgpage 127 - http://www.flickr.com/photos/59937401@N07/5857483483/sizes/l/in/photostream/