Hangover Joe's ran a Super Bowl promotion campaign using brandbuddee that drove a large increase in social media impressions, unique visitors, views, user engagement, and brand conversations compared to typical performance. The campaign generated over 16 million impressions, attracted over 2,000 unique visitors and 5,000 total views, and saw a 389% boost in engagement during the launch date, with brandbuddee being the top referral source responsible for most brand conversations.
A roadmap to creativity and innovationCharityComms
Lucy Gower, fundraising and innovation consultant
Innovations and trends in communications, brand and fundraising conference
www.charitycomms.org.uk/events
The document introduces The Juice Agency, a new marketing agency focused on digital strategies. It provides an overview of their services, which include branding, marketing strategy, social media campaigns, website design, and more. The Juice Agency takes a strategic approach, starting with understanding clients' environments and goals, then ideating and growing innovative campaign ideas. They emphasize agility, seeing clients as partners, and constantly adapting campaigns based on performance. The agency was founded by Spencer Saunders and is led by a team with experience in design, marketing, and event management.
BOBCM: Best of Branded Content Marketing 2015 D&AD EditionJustin Kirby
BOBCM’s special 2015 D&AD edition - produced in partnership with D&AD, the global association for creative advertising and design - presents industry experts’ guest features and awards
The document outlines a brand refresh campaign for Juicy Fruit gum. The strategic framework aims to re-establish Juicy Fruit as an iconic and fun brand and increase sales among 18-25 year olds. Research found millennials value meaningful brand interactions and savoring sweet moments. The campaign will bring Juicy Fruit fun to consumers through partnerships, experiential activations like a music festival experience, and content creation to inspire life's sweetest moments. It will be measured on market metrics, media coverage, social engagement and category relevance.
The document outlines Whirlpool's "Every Day, Care" brand campaign. The campaign aimed to shift perceptions of Whirlpool from a focus on products and features to emotional connections with families. It leveraged the power of family care rituals by showing how daily chores can be acts of love. The multi-channel campaign included videos, a laundry program, social media content, and earned media that resulted in increased sales, brand metrics, and social engagement. It was recognized with several marketing awards.
Hangover Joe's ran a Super Bowl promotion campaign using brandbuddee that drove a large increase in social media impressions, unique visitors, views, user engagement, and brand conversations compared to typical performance. The campaign generated over 16 million impressions, attracted over 2,000 unique visitors and 5,000 total views, and saw a 389% boost in engagement during the launch date, with brandbuddee being the top referral source responsible for most brand conversations.
A roadmap to creativity and innovationCharityComms
Lucy Gower, fundraising and innovation consultant
Innovations and trends in communications, brand and fundraising conference
www.charitycomms.org.uk/events
The document introduces The Juice Agency, a new marketing agency focused on digital strategies. It provides an overview of their services, which include branding, marketing strategy, social media campaigns, website design, and more. The Juice Agency takes a strategic approach, starting with understanding clients' environments and goals, then ideating and growing innovative campaign ideas. They emphasize agility, seeing clients as partners, and constantly adapting campaigns based on performance. The agency was founded by Spencer Saunders and is led by a team with experience in design, marketing, and event management.
BOBCM: Best of Branded Content Marketing 2015 D&AD EditionJustin Kirby
BOBCM’s special 2015 D&AD edition - produced in partnership with D&AD, the global association for creative advertising and design - presents industry experts’ guest features and awards
The document outlines a brand refresh campaign for Juicy Fruit gum. The strategic framework aims to re-establish Juicy Fruit as an iconic and fun brand and increase sales among 18-25 year olds. Research found millennials value meaningful brand interactions and savoring sweet moments. The campaign will bring Juicy Fruit fun to consumers through partnerships, experiential activations like a music festival experience, and content creation to inspire life's sweetest moments. It will be measured on market metrics, media coverage, social engagement and category relevance.
The document outlines Whirlpool's "Every Day, Care" brand campaign. The campaign aimed to shift perceptions of Whirlpool from a focus on products and features to emotional connections with families. It leveraged the power of family care rituals by showing how daily chores can be acts of love. The multi-channel campaign included videos, a laundry program, social media content, and earned media that resulted in increased sales, brand metrics, and social engagement. It was recognized with several marketing awards.
The Value and Values of Content Marketing Today: Why Consumers Love Brands th...Sustainable Brands
SB'14 San Diego:
Mitch Baranowski, Founding Partner & Chief Creative Officer, BBMG
Natasha Deganello Giraudie, CEO, Micro-Documentaries
Chris Arnold, Director of PR, Chipotle
Eduardo Balarezo, CEO and Founder, Lonesome George
Geof Rochester, CMO, The Nature Conservancy
This session takes a close look at the latest in content marketing, specifically the power of original digital content in communicating sustainability-driven brand values. With a diverse panel featuring a leading-edge brand case study, one of the few most influential NGOs, an entrepreneur partnering with MTV, and an expert film-maker, this session is designed for both breadth and depth. It is sure to equip attendees with specific knowledge and tools they can use to make the most out of content marketing in today's crowded media landscape.
Barbara Haines | Portfolio | Marketing CommunicationsBarbara Haines
Barbara Haines has extensive experience in marketing communications, branding, and publications across various not-for-profit and professional services organizations. She developed an NDIS marketing and communications strategy for Endeavour Foundation to support customers and staff through the transition. As lead for communications, she oversaw publications, digital campaigns, and community engagement efforts. She also established new marketing messaging and tone of voice to support Endeavour Foundation's rebranding. For various employers, she has managed advertising campaigns, publications, thought leadership resources, and social media launches to support business objectives.
An integrated campaign is a 'sequence of individual, coordinated market events that share a common audience profile and messaging theme'. At the end of the day, an integrated campaign takes one strategic, creative idea and applies it to different channels, respecting that channel for the job it’s meant to do. It’s about consistency. It’s about being where your donor is – communicating with them in a way that suits them, and offering them choice in how they want to communicate with you. It takes a comprehensive understanding of all media, creative, strategy, production and data to bring an integrated campaign to life. This session will outline the process required to create an effective integrated campaign and present case studies of effective integrated campaigns created by Stephen Thomas Ltd.
This document discusses CIMB Niaga's use of social media to engage more customers. It provides an overview of internet marketing and how social media can help businesses connect with customers and spread brand awareness. It then details CIMB Niaga's social media strategy and campaigns on Facebook in 2012, including video contests, photo contests, and social sharing campaigns to acquire new fans and increase brand awareness. The document concludes with current social media activities on Facebook to educate audiences about investment products.
This document provides information about the FP Reach event taking place on April 26, 2013 at the Fairmont Royal York in Toronto. The event will feature expert panel discussions, a keynote speech by Gary Vaynerchuk, networking opportunities, and exhibits. Partnership opportunities are available at different levels, with benefits including marketing exposure, tickets, on-site recognition, and post-event promotion. The goal of the event is to help businesses improve their marketing, media, social media, and communications strategies.
Unity is a PR agency that differentiates itself through its use of social psychology, strategic thinking, design and communications skills. It works with a range of clients and has won numerous awards for its work. Unity believes that engaging people emotionally as well as rationally is key to building real brand relationships. It provides media relations, consumer research, web services and experiential marketing to help clients achieve their goals.
Principal & Owner, Kim Sherman, and social media director, Rebecca Markarian, present how to put the PUBLIC back in public relations and what the introduction of social media to communications means to creating effective campaigns that deliver results.
Elevate - A Public Relations and Digital Communications Agency for Leading B...Elevate Communications
Elevate is a full-service public relations agency representing leading consumer and business-to-business (B2B) brands in the sports, financial services, media, and technology sectors. Established in 2003, our team is comprised of experienced PR agency professionals – seasoned strategists and creative thinkers – who are dedicated to capturing mind and market share for our clients. We have a passion for developing and executing integrated, multi-channel communications programs that inspire action, drive results and achieve our client’s business objectives. Elevate’s PR and digital programs draw upon a portfolio of agency services including media relations; thought leadership; digital PR, influencer engagement; social media marketing; sponsorship activation, event marketing and reporting/ media analytics. Elevate Communications is located in the historic Back Bay neighborhood in Boston, Massachusetts. Visit us at elevatecom.com
i-genius promotions - social business marketing & strategic consultancyi-genius
i-genius Promotions offers social entrepreneurs and others committed to positive change a tailored social business marketing service and strategic consultancy with direct market access to help a business (both for and not-for profit) share their story and market their services and prodcuts.
The service is suitable for individual social entrepreneurs, social businesses, governments, corporations and NGOs committed to social change.
MSLGROUP is the flagship communications and engagement company of Publicis Groupe, one of the largest communications companies in the world. MSLGROUP has 11 offices, over 600 employees, and expertise in areas like digital and social media, media relations, corporate communications, and consumer marketing. It was named the winner of 50 awards in 2013.
Crowdfunding pools resources from passionate supporters to amplify the reach of ideas and communities. It allows anyone to raise money for anything anywhere through Indiegogo's global platform. Crowdfunding for education can support existing programs, implement new ones, and help students achieve their dreams by building networks of support and testing ideas in the market. Campaigns on Indiegogo work by creating engaging content like videos and pitches to build a community and raise funds, fulfilling supporter perks and following up on the project.
101 Ways to Generate Publicity and Buzz for Your BusinessPenn Strategies
Shrita Sterlin, chief executive and brand officer of Penn Strategies, led an in-depth, interactive session at The Power Conference, the largest conference of women, small business owners in the Washington, DC metropolitan area. Roughly 800 attendees and 170 exhibitors attended this year’s conference, which was held at the Bethesda Marriott Conference Center on August 30, 2012.
Entitled “101 Ways to Generate Publicity,” Shrita Sterlin’s session included hard-hitting strategies that business owners and entrepreneurs can use to attract positive media attention and top-of-the-mind awareness with key markets.
Christie communications ncn_building your brand for growth july 2013Mike Dovbish
NCN and NCN Communications Partner Christie Communications present a free educational interactive conference call to provide results-oriented, actionable tools to most effectively build your brand for growth. Join us for dynamic, innovative, proven insights to engage your ecosystem and maximize growth from industry veteran Gillian Christie, Founder & CEO of Christie Communications, who has built iconic brands in the natural products industry and beyond for more than 30 years.
This program is designed for industry leaders and high growth companies with the goal of introducing new communication tools that achieve sales results, reduce marketing results and deepen your engagement with consumers, investors, retailers, brokers, suppliers and more.
The document discusses marketing and creativity at the Cannes Lions International Festival of Creativity. Some key details include:
- 11,000 delegates from 90 countries attended in 2012
- Brazil saw record numbers of Lions awards and applications in 2012
- There is an increasing focus on the role of technology in creativity
- Studies have shown a correlation between Cannes Lions winners and higher stock prices, indicating a link between creativity and business success.
A snapshot of Blueprint Creative Group\'s client engagements in non-profit marketing, social media strategy, strategic marketing, event publicity, and product marketing.
Breathing New Life Into Social Media Campaigns | Communicate 2020 Gertie Goddard
Ten years after social media has become a standard channel for communication and engagement, some organisations are feeling stretched, tired or find themselves churning out the same old content. The award-winning digital team from Greenhouse PR will lead this session to help you breathe new life into your social.
Procter & Gamble is a global leader in branded consumer goods known for iconic products. It initially entered new markets through small acquisitions or joint ventures to learn local success factors. P&G focuses on marketing to build business among unserved/underserved consumers and develop fast-growing categories. It supports global business units through teams focused on innovation, acquisitions, and intensive market research. P&G's connect-and-develop approach identifies proven technologies it can improve, scale, and market. It builds brands through innovation, continuous improvement, and products with valued consumer features.
View this webinar to learn:
- How crowdfunding can find you new supporters
- How to use what’s working in the commercial world and bring the right elements over to make your charitable crowdfunding successful
- How to benchmark for success in crowdfunding
Using best practices and up-to-date case studies, learn how to do more than just raise money to make potato salad – learn how to raise money, find new supporters, build brand and make your organization stronger with crowdfunding.
The science behind fake news and misinformation: lessons for effective charit...CharityComms
Dr Andreas Kappes, lecturer, City, University of London
Visit the CharityComms website 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
How to find the heart of your story and truly connect with your audienceCharityComms
Stephen Follows, creative director, Catsnake
Visit the CharityComms website 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
The Value and Values of Content Marketing Today: Why Consumers Love Brands th...Sustainable Brands
SB'14 San Diego:
Mitch Baranowski, Founding Partner & Chief Creative Officer, BBMG
Natasha Deganello Giraudie, CEO, Micro-Documentaries
Chris Arnold, Director of PR, Chipotle
Eduardo Balarezo, CEO and Founder, Lonesome George
Geof Rochester, CMO, The Nature Conservancy
This session takes a close look at the latest in content marketing, specifically the power of original digital content in communicating sustainability-driven brand values. With a diverse panel featuring a leading-edge brand case study, one of the few most influential NGOs, an entrepreneur partnering with MTV, and an expert film-maker, this session is designed for both breadth and depth. It is sure to equip attendees with specific knowledge and tools they can use to make the most out of content marketing in today's crowded media landscape.
Barbara Haines | Portfolio | Marketing CommunicationsBarbara Haines
Barbara Haines has extensive experience in marketing communications, branding, and publications across various not-for-profit and professional services organizations. She developed an NDIS marketing and communications strategy for Endeavour Foundation to support customers and staff through the transition. As lead for communications, she oversaw publications, digital campaigns, and community engagement efforts. She also established new marketing messaging and tone of voice to support Endeavour Foundation's rebranding. For various employers, she has managed advertising campaigns, publications, thought leadership resources, and social media launches to support business objectives.
An integrated campaign is a 'sequence of individual, coordinated market events that share a common audience profile and messaging theme'. At the end of the day, an integrated campaign takes one strategic, creative idea and applies it to different channels, respecting that channel for the job it’s meant to do. It’s about consistency. It’s about being where your donor is – communicating with them in a way that suits them, and offering them choice in how they want to communicate with you. It takes a comprehensive understanding of all media, creative, strategy, production and data to bring an integrated campaign to life. This session will outline the process required to create an effective integrated campaign and present case studies of effective integrated campaigns created by Stephen Thomas Ltd.
This document discusses CIMB Niaga's use of social media to engage more customers. It provides an overview of internet marketing and how social media can help businesses connect with customers and spread brand awareness. It then details CIMB Niaga's social media strategy and campaigns on Facebook in 2012, including video contests, photo contests, and social sharing campaigns to acquire new fans and increase brand awareness. The document concludes with current social media activities on Facebook to educate audiences about investment products.
This document provides information about the FP Reach event taking place on April 26, 2013 at the Fairmont Royal York in Toronto. The event will feature expert panel discussions, a keynote speech by Gary Vaynerchuk, networking opportunities, and exhibits. Partnership opportunities are available at different levels, with benefits including marketing exposure, tickets, on-site recognition, and post-event promotion. The goal of the event is to help businesses improve their marketing, media, social media, and communications strategies.
Unity is a PR agency that differentiates itself through its use of social psychology, strategic thinking, design and communications skills. It works with a range of clients and has won numerous awards for its work. Unity believes that engaging people emotionally as well as rationally is key to building real brand relationships. It provides media relations, consumer research, web services and experiential marketing to help clients achieve their goals.
Principal & Owner, Kim Sherman, and social media director, Rebecca Markarian, present how to put the PUBLIC back in public relations and what the introduction of social media to communications means to creating effective campaigns that deliver results.
Elevate - A Public Relations and Digital Communications Agency for Leading B...Elevate Communications
Elevate is a full-service public relations agency representing leading consumer and business-to-business (B2B) brands in the sports, financial services, media, and technology sectors. Established in 2003, our team is comprised of experienced PR agency professionals – seasoned strategists and creative thinkers – who are dedicated to capturing mind and market share for our clients. We have a passion for developing and executing integrated, multi-channel communications programs that inspire action, drive results and achieve our client’s business objectives. Elevate’s PR and digital programs draw upon a portfolio of agency services including media relations; thought leadership; digital PR, influencer engagement; social media marketing; sponsorship activation, event marketing and reporting/ media analytics. Elevate Communications is located in the historic Back Bay neighborhood in Boston, Massachusetts. Visit us at elevatecom.com
i-genius promotions - social business marketing & strategic consultancyi-genius
i-genius Promotions offers social entrepreneurs and others committed to positive change a tailored social business marketing service and strategic consultancy with direct market access to help a business (both for and not-for profit) share their story and market their services and prodcuts.
The service is suitable for individual social entrepreneurs, social businesses, governments, corporations and NGOs committed to social change.
MSLGROUP is the flagship communications and engagement company of Publicis Groupe, one of the largest communications companies in the world. MSLGROUP has 11 offices, over 600 employees, and expertise in areas like digital and social media, media relations, corporate communications, and consumer marketing. It was named the winner of 50 awards in 2013.
Crowdfunding pools resources from passionate supporters to amplify the reach of ideas and communities. It allows anyone to raise money for anything anywhere through Indiegogo's global platform. Crowdfunding for education can support existing programs, implement new ones, and help students achieve their dreams by building networks of support and testing ideas in the market. Campaigns on Indiegogo work by creating engaging content like videos and pitches to build a community and raise funds, fulfilling supporter perks and following up on the project.
101 Ways to Generate Publicity and Buzz for Your BusinessPenn Strategies
Shrita Sterlin, chief executive and brand officer of Penn Strategies, led an in-depth, interactive session at The Power Conference, the largest conference of women, small business owners in the Washington, DC metropolitan area. Roughly 800 attendees and 170 exhibitors attended this year’s conference, which was held at the Bethesda Marriott Conference Center on August 30, 2012.
Entitled “101 Ways to Generate Publicity,” Shrita Sterlin’s session included hard-hitting strategies that business owners and entrepreneurs can use to attract positive media attention and top-of-the-mind awareness with key markets.
Christie communications ncn_building your brand for growth july 2013Mike Dovbish
NCN and NCN Communications Partner Christie Communications present a free educational interactive conference call to provide results-oriented, actionable tools to most effectively build your brand for growth. Join us for dynamic, innovative, proven insights to engage your ecosystem and maximize growth from industry veteran Gillian Christie, Founder & CEO of Christie Communications, who has built iconic brands in the natural products industry and beyond for more than 30 years.
This program is designed for industry leaders and high growth companies with the goal of introducing new communication tools that achieve sales results, reduce marketing results and deepen your engagement with consumers, investors, retailers, brokers, suppliers and more.
The document discusses marketing and creativity at the Cannes Lions International Festival of Creativity. Some key details include:
- 11,000 delegates from 90 countries attended in 2012
- Brazil saw record numbers of Lions awards and applications in 2012
- There is an increasing focus on the role of technology in creativity
- Studies have shown a correlation between Cannes Lions winners and higher stock prices, indicating a link between creativity and business success.
A snapshot of Blueprint Creative Group\'s client engagements in non-profit marketing, social media strategy, strategic marketing, event publicity, and product marketing.
Breathing New Life Into Social Media Campaigns | Communicate 2020 Gertie Goddard
Ten years after social media has become a standard channel for communication and engagement, some organisations are feeling stretched, tired or find themselves churning out the same old content. The award-winning digital team from Greenhouse PR will lead this session to help you breathe new life into your social.
Procter & Gamble is a global leader in branded consumer goods known for iconic products. It initially entered new markets through small acquisitions or joint ventures to learn local success factors. P&G focuses on marketing to build business among unserved/underserved consumers and develop fast-growing categories. It supports global business units through teams focused on innovation, acquisitions, and intensive market research. P&G's connect-and-develop approach identifies proven technologies it can improve, scale, and market. It builds brands through innovation, continuous improvement, and products with valued consumer features.
View this webinar to learn:
- How crowdfunding can find you new supporters
- How to use what’s working in the commercial world and bring the right elements over to make your charitable crowdfunding successful
- How to benchmark for success in crowdfunding
Using best practices and up-to-date case studies, learn how to do more than just raise money to make potato salad – learn how to raise money, find new supporters, build brand and make your organization stronger with crowdfunding.
The science behind fake news and misinformation: lessons for effective charit...CharityComms
Dr Andreas Kappes, lecturer, City, University of London
Visit the CharityComms website 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
How to find the heart of your story and truly connect with your audienceCharityComms
Stephen Follows, creative director, Catsnake
Visit the CharityComms website 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
Testing stories in the real world: a case study breakdown with Unicef and Cat...CharityComms
Stephen Follows, creative director, Catsnake and Madhu Parthasarathi, digital campaigns manager, Unicef
Visit the CharityComms website 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
Shifting public perceptions of childhood obesity as part of a long-term appro...CharityComms
Rosa Vaquero, head of communications and Rachel Pidgeon, communications manager, Guy's and St. Thomas' Charity
Visit the CharityComms website 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
Golden rules for changing hearts and minds in divided timesCharityComms
Nicky Hawkins, director of impact, FrameWorks Institute
Visit the CharityComms website 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
How framing is changing the rules of charity commsCharityComms
Luke Henrion, strategic communications manager and Paul Brook, chief copywriter, Joseph Rowntree Foundation
Visit the CharityComms website 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
Applying behavioural insights to commsCharityComms
Clare Delargy, senior advisor, The Behavioural Insights Team
Visit the CharityComms website 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
Alexandra Chesterfield, behavioural scientist, Depolarization Project and Laura Osborne, associate, Depolarization Project and campaigns director, London First
Visit the CharityComms website 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
What if we thought right outside the box?CharityComms
Antonio Cappelletti, director of engagement and communications, The Brain Tumour Charity
Visit the CharityComms website 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
Creating a new sea story - a first aid kit for ocean communicationsCharityComms
The document discusses creating effective communication strategies for raising awareness about ocean conservation. It recommends establishing that the ocean has health, showing how human health is connected, communicating past harms, focusing on solutions and stewardship, being creative, and repeating key messages. The Marine CoLAB aims to cultivate public understanding of ocean systems and solutions through collaboration, experimentation, and framing issues around shared values. Their "changing health" story and reframing the ocean as the planet's body or climate's heart are presented as promising communication approaches.
This document summarizes trends affecting charities and nonprofit organizations. It discusses how the COVID-19 pandemic may accelerate changes to flexible working arrangements. Younger generations are having different views of charities that organizations need to understand. While Brexit continues to impact politics, charities must work to build relationships with new MPs and consider how to engage Conservative voters. Mental health and environmental issues are rising up public and political agendas. Charities are experimenting with pop-up events and spoken word audio to engage new audiences.
What defines us? The importance of authentic communicators and the misconcept...CharityComms
Gary Mazin, stories library manager, RNIB
Visit the CharityComms website 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
What has our brand got to do with our gossip culture?CharityComms
Kelly Smith, partner, NEO and Karin Tenelius, founder, Tuff Leadership Training
Visit the CharityComms website 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
How to identify or develop a values framework and apply it to your audiencesCharityComms
Cian Murphy, research director, nfpSynergy
Visit the CharityComms website 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
Embedding social research insights into your communications and culture CharityComms
Kate Nightingale, head of marketing and communications and Francesca Albanese, head of research and evaluation, Crisis
Visit the CharityComms website 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
20 Voices for 2020: Using supporter-generated content to share personal storiesCharityComms
This document discusses a campaign by Fight for Sight called "20 Voices for 2020" that aims to raise awareness of the personal impact of sight loss in the UK. It will feature 20 supporter-generated videos sharing stories of how sight loss has affected people's lives. While supporter-generated content is authentic, it also poses risks like unsuitable language or poor storytelling. To address this, the document recommends carefully selecting case studies and having open conversations about language to guide stories in the right direction without compromising authenticity.
Crisis at Christmas: Sharing real-life stories at the point of supportCharityComms
Grace Stokes, senior media officer and George Olney, stories manager, Crisis
Visit the CharityComms website 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
How Bowel Cancer UK maximise case studies during Bowel Cancer Awareness MonthCharityComms
Francesca Corbett, press manager, Bowel Cancer UK
Visit the CharityComms website 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
Crisis communications isn't always about the negativeCharityComms
Nicola Swanborough, acting head of external affairs, Epilepsy Society
Visit the CharityComms website 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
What opportunities does the new parliament offer charities?CharityComms
This document summarizes a report on opportunities for charities in the new UK parliament. It finds that Brexit, housing, education, and the economy top MPs' agendas. Conservative MPs were more likely to trust and engage with local charities. Face-to-face meetings and events were seen as the most influential ways for charities to contact MPs. The report advises charities to emphasize their local links and constituency-level impacts to appeal to Conservative MPs.
11. RESULTS
£ Exceeded income and
participation target
Trending organically on
Twitter on the day
Almost 500 articles published
across a range of media outlets
Largest number of
hits to our website in
a single day
12. KEY LEARNING
Keep learning, analysing and innovating
throughout a campaign
Explore trend and audience driven strategic
innovation
Invest for the long-term as well as short-
term
Seek cross-organisational support to
support innovations
Historically/typically fundraising has focused on improving income streams on a day-to-day/month-by-month basis driven by targets, and often within the sector this is how performance is judged. BUTThere are bigger opportunities that Save the Children is tapping into that understands and prioritises innovation… where we can engage much bigger audiences and offer them something unique and innovative/newDEFINING INNOVATIONAt Save, innovation is not necessarily about hitting targets – the case study I’m going to talk about today has not necessarily been our biggest income earner over the past 12 months, but it has significantly increased Save’s position in supporter minds and in the public consciousness/sphere/publicityIt can be easy to think that innovation is only about technology, but for Save the Children, innovation is not necessarily about this. It’s also about strategic innovation, which cannot be compared with ROI – such strategic innovation comes from Save’s experience and years of learningsWhat is strategic innovation for Save the Children (this will be covered by an earlier speaker – need to be careful here)Longer term goals for the campaignLong term interests for the audienceLong term shift in cultural thought about fundraising and how we measure ourselves/successAt Save, we allow the resources – whether it’s time, or staff, or creative space – to create innovation
The Christmas fundraising market is very competitive, particularly in the scope of children’s charities. The need to stand out in an array of different asks was clear to us from the beginning of the thought process. With many charities making special pleas that this time of the year, we knew that we needed to create something which would cut through the crowded market and inspire people to act for Save the Children. In addition, this type of fundraising has significant competitors – work/office/schools spaces already have lots of campaigns targeted at them eg Macmillan’s World’s Biggest Coffee Morning, Comic Relief, Jeans for Genes day, Wear it Pink etcWe needed something to stand out, and something that was different, fun and captured the imagination of those people taking partA lot of work went into the creativity of the campaign, including audience insight, focus groups, brainstorms, and engaging our creative agency. This enabled us to stand out from the crowd. Targeting a new, younger audience who may have previously been disengaged with our case – office based young professionals. This group doesn’t necessarily respond to mailing campaigns so its important to engage them in other waysNew generation of givers – a large amount of Save the Children’s supporter are older, so we wanted to tap into the next generation of givers and provide them with a campaign/opportunity that they could really get excited about.The benefits of participating for the audience (emotional, social, functional (expand? reference Beth Tegg research and presentation)Social – people sharing photos (CJD photos) on social media channels, sharing the experience of the day with colleagues, light touch for a satisfying return, connecting with individual storiesFunctional – entertainment, Christmas spirit/festivities, office community, corporate social responsibility (publicity)Emotional - ? Is there an emotional benefit for supporters of CJD – key learning for future?Or is this focus on social/functional due to a knowledge of our younger target audience who may not respond as well to emotional pleas?
Raise money – use a new technique to raise money for Save the Children’s workRaise awareness – raise awareness of Save the Children in the minds of potential new supportersEngage with new supporters – find new pockets of supporters to enable us to reach hundreds of thousands of supportersSave the Children was looking to develop a new low level mass participation proposition which would act as a simple and fun way to engage the nation with our cause. Needed to be fun and easy to do, and have mass reachChristmas Jumper Day was developed with the line of “Make the World Better with a Sweater”The campaign asked people to wear a festive jumper and make a suggested £1 donation towards the work of Save the Children. The day was held on the 14th December, which was the final full working Friday for many schools, and offices, before Christmas. To make the proposition as inclusive as possible those taking part could buy, knit or ‘festive up’ plain jumpers.
Brief description of campaign and how relates to the drivers of innovation.
Brief description of campaign and how relates to the drivers of innovation.
Our celeb shots delivered great national, regional and online coverage. The press labelled it as ‘national’ Christmas Jumper Day for Save the ChildrenPublicity before the event: Publicity with the tagline ‘Make the world better with a sweater’. Range of celebrity ambassadors included MyleeneKlass, Alison Steadman, John Snow, Ashley Jensen and Erin O’Connor who promoted the event through their social media channels as well as providing promotional image for our website. We were also pre-emptively featured in several news publications, including the Guardian, the Metro, Time Out and the Daily Mail, who’s online article drove 20 people per second to our Christmas Jumper Day sign up page. The Guardian followed this up by asking readers to post photos of their Christmas Jumpers on the Day itself, and the independent also has a Christmas Jumper photo round up on the day.
Publicity before the event: Publicity with the tagline ‘Make the world better with a sweater’. Range of celebrity ambassadors included MyleeneKlass, Alison Steadman, John Snow, Ashley Jensen and Erin O’Connor who promoted the event through their social media channels as well as providing promotional image for our website. Wide range of platforms: in addition to this online and print news presence, we utilised a wide range of platforms to reach as many people as possible. On the day itself, we were featured several times on the BBC Breakfast news, and I gave an interview to Sky News at lunchtime to boost visitor numbers and awareness of the day. Use of social media: social media played a significant role in our campaign. Before the event, our #whereswooly encouraged people all around the world to get involved in the campaign, asking supporters to take photos of themselves and their Christmas jumpers in exotic places. On the day itself, we encouraged social media users to share their images of their Christmas jumpers on facebook and twitter – using #xmasjumperday – as well as encouraging our celebrity ambassadors to get involved in the twitter use as well. Range of involvement: the range of involvement was huge for our campaign. From schools to workplaces, we had real excitement about the campaign from our supporters. We encouraged our corporate partners to get involved; here a great example is our corporate partner Morrisons, who had a great buy in from their staff and sent us lots of great photos from their stores across the countryCross-organisational tie in: we made sure to get all of the organisation involved, from our regional staff to our retail staff. We held launch events at our new London Living and Giving shops, with knit-ins to promote the day. We also held a events across the organisation to tie in with the increased awareness of Save the Children on the day. These included a fundraising convert on Friday evening, compered by Lauren Laverne and with lots of famous faces from the music industry wearing and performing in their Christmas jumpers, and a meeting with Samantha Cameron and local children in Christmas Jumpers at Downing Street on Christmas Jumper morningInternal events and enthusiasm: we also encouraged the festive atmosphere in the office to encourage staff buy in to the campaign. These included a mini Christmas market, a Christmas photobooth with the opportunity to upload pictures to social media, and an internal awards ceremony for the best jumper efforts.
Range of involvement: the range of involvement was huge for our campaign. From schools to workplaces, we had real excitement about the campaign from our supporters. We also encouraged our corporate partners to get involved; here a great example is our corporate partner Morrisons, who had a great buy in from their staff and sent us lots of great photos from their stores across the countryCross-organisational tie in: we made sure to get all of the organisation involved, from our regional staff to our retail staff. We held launch events at our new London Living and Giving shops, with knit-ins to promote the day. We also held a events across the organisation to tie in with the increased awareness of Save the Children on the day. These included a fundraising convert on Friday evening, compered by Lauren Laverne and with lots of famous faces from the music industry wearing and performing in their Christmas jumpers, and a meeting with Samantha Cameron and local children in Christmas Jumpers at Downing Street on Christmas Jumper morningInternal events and enthusiasm: we also encouraged the festive atmosphere in the office to encourage staff buy in to the campaign. These included a mini Christmas market, a Christmas photobooth with the opportunity to upload pictures to social media, and an internal awards ceremony for the best jumper efforts.
Forecasted vs actualWe were pleased to see hundreds of thousands of people wearing their jumper on Friday 14th December – we’re still counting up the money but it looks like we’ve raised over £250,000We engaged a number of celebs including Lauren Laverne, MyleeneKlass and John Snow – and Samantha Cameron really helped us to get coverageWe were trending on Twitter, organically, on the day, which was fantastic to seeWe found that the campaign did reach out to new audiences, but was also embraced by our current supportersThere were almost 500 articles published about the campaign across a range of media outlets
Focus on learnings, not on immediate income is important for longer term strategic change and enabling innovationNever the end – need to keep innovating and evolving and taking ideas further increasing big opportunities into bigger opportunitiesLearning, analysing and growing from each innovation It was essential for Save the Children to make its mark on the campaign, which we did, and linking the campaign back to our cause with “Make the World Better with a Sweater” and putting our logo in a Christmas Jumper really helped ensure people know that wearing Christmas Jumpers is for Save the Children.The ask was simple and appealed to a wide range of people – it ties in well with a current trend It does raise significant money and engage significant numbers of peopleCross organisational working was key to the success of the campaign – fundraising alone could not have had this impact, we needed the support of our marketing and comms team including our media teamData capture could be improved – we got lots of involvement over some informal/quick moving channels – how to we capture this data and target people to increase our income at the next campaign/ask