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Digital first creative | Creatives Group | 17 May 2017
The document discusses the integration of online and offline marketing strategies at Dogs Trust, highlighting how both methods can complement each other for better audience engagement. It outlines the creative process behind enhancing their sponsorship product and the importance of maintaining offline communication for supporter retention, especially among varied age groups. Various testing methods and advertising formats across multiple platforms were explored to optimize outreach and fundraising efforts.
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Digital first creative | Creatives Group | 17 May 2017
- 1. www.dogstrust.org.uk Online v offline JacquiDarlow Head of digital marketing
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- 3. www.dogstrust.org.uk Email v doormail • 205 billion emails sent every day • 13.8 billion letters sent last year
- 4. www.dogstrust.org.uk • Two casestudies showing how online and offline can live in harmony and complement each other
- 5. www.dogstrust.org.uk Working seamlessly • Collaborativeworking, all teams involved in decision making • Ways of working existed before digital was introduced • Digital a service to traditionally offline products • Where offline leads, project owner decides the theme and online follows the direction • Where online leads it is always in full discussion with the project or income owner
- 6. www.dogstrust.org.uk Using online todrive offline • Sponsor a dog is an offline product • Needed a new acquisition channel • Created new look and feel to attract a new audience to the product and dedicated web pages
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- 8. www.dogstrust.org.uk Creative process • Firstlywe looked at our competitors in the market – what were they doing that we weren’t? • We saw that limited choice seemed to be the way forward
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- 10. www.dogstrust.org.uk New page design •Clean simple and easy to make a choice
- 11. www.dogstrust.org.uk A new direction •Research showed people respond better to a smaller choice • An online only journey to complement the ad design • Bring certain dogs to life via unique content
- 12. www.dogstrust.org.uk Different approaches • Multiplead formats used across platforms Facebook, Banners and email advertising
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- 14. www.dogstrust.org.uk Testing •Tested plan ➢ Week1 - Introduce CTA led advert ➢ Week 2 - Test Pack Led advert ➢ Week 3 - Test Video ➢ Week 4 - Test Old Landing Page Step 2 ➢ Week 5 - Test Old Landing Page Step 1 ➢ Week 6 - Test Lollipop
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- 16. www.dogstrust.org.uk PPC • PPC keyfor those who see ad but prefer to ‘Google’
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- 20. www.dogstrust.org.uk Retargeting banners Retargeting bannersto target those who visited site but didn’t convert
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- 22. www.dogstrust.org.uk Why not afully online product? • We’ve found that the emails we send don’t have the same impact as a physical update • Sponsor a Dog appeals to people in every age bracket, from toddlers to the elderly so if we moved the updates to being purely digital it would lose its appeal to the very young/very old since it’s unlikely they’ll have regular access to their own email address • We also have people sponsoring from care homes who would definitely not be able to access digital updates
- 23. www.dogstrust.org.uk SAD updates -why offline? • We’ve found that having this communication from their sponsor dog, with no fundraising ask, means people donate for longer • Despite the updates not being a fundraising appeal, we do find that there is a spike in donations • We often get sent photos of people reading their updates or displaying them in their homes • The physical update also gives us a chance to thank our supporters with a small gift every now and then • For our Valentine’s 2016 update we sent each supporter a small packet of seeds (with a note saying that because their dog can’t send them flowers, they’d have to grow their own!) which was really well received and supporters continue to get in touch letting us know how their flowers are doing
- 24. www.dogstrust.org.uk Example collaterol • IDcard • Certificate • 6 week update
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- 26. www.dogstrust.org.uk Taking offline onlineXmas 2016 • Direct mail is the mainstay of all charities • But many want to donate online
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- 29. www.dogstrust.org.uk Jacqui Darlow jacqui.darlow@dogstrust.org.uk 020 78370006 dogstrust.org.uk @dogstrust @dogstrust Contact Me! THANK YOU Search dogstrust /dogstrust @dogstrust
- 30. Visit the CharityCommswebsite to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
- 31. 17 May 2017 London #charitycreative CreativesGroup Digital first creative