Integrated Marketing - Why Integrate, COPE Method and Case Studies
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Integrated Marketing - Why Integrate, COPE Method and Case Studies
- 1. Jenna Boig Association of Women’s Health, Obstetric and Neonatal Nurses July 7, 2015 Integrated Marketing
- 2. #Bridge15 What is the marketing channel you use most at your organization?
- 3. #Bridge15
- 4. #Bridge15
- 5. #Bridge15 How Many New Sites? 822,240 /day
- 6. #Bridge15 Digital Must Enable = More Demands
- 7. #Bridge15 Just “Do It All”?
- 8. #Bridge15 Challenges • Decentralized Teams • Budget • Time • Technology • Data • ROI Just “Do It All”?
- 9. #Bridge15 So Then What? How Do I Break Through the Noise?
- 10. #Bridge15 Create Once • Begin with a messaging document • Audiences (primary and secondary) • Internal and External promotions (even ones you might not use) • Key messages, with CTA • Base in research and analytics • What problem are you solving for • Examples of “key” channels • Include message testing • Review and sign off from all stakeholders How Do I COPE?
- 11. #Bridge15 How Do I COPE?
- 12. #Bridge15 Promote Everywhere • Develop a schedule for roll out • Include who is the manager for each • Include check-in metrics dates • Date to change messaging if needed • Create graphics to distribute cross-channels • Same visuals, different sizes • Dropbox, Basecamp or other site to house all materials Do not forget to test, analyze, revise and retest! How Do I COPE?
- 13. #Bridge15 Campaign: Conservation Canines Goal: Raise Money Message: Rescue Dogs Help Save Our Forests. We Need Your Money To Rescue Them! Result: Increased engagement and online revenue over a longer period of time Case Study #1
- 14. #Bridge15
- 16. #Bridge15 Email Result: Total Donations ($4,753), Average Gift ($47.06) All Channels: $56,353 in Total Revenue Case Study #1
- 17. #Bridge15 Campaign: Natural Treasures of Ohio Goal: Collect E-mails, Increase Brand Awareness Message: Connect to Nature and Win a New Hybrid Result: Beat email goal 1 month early, 83% new to Conservancy Case Study #2
- 18. #Bridge15
- 19. #Bridge15
- 20. #Bridge15
- 21. #Bridge15
- 22. #Bridge15 Be open for opportunities that may arise Case Study #2
- 23. #Bridge15 Campaign: Depend on AWHONN Goal: Increase Membership Message: Moms and babies depend on you You can Depend on AWHONN Result: 350 members direct attribution ROI worth it? Case Study #3
- 24. #Bridge15
- 25. #Bridge15
- 26. #Bridge15
- 27. #Bridge15
- 28. #Bridge15346 new members to date
- 29. #Bridge15 Campaign: Fall Courses 2015 Goal: Drive Registration Message: A challenge! Two different messaging, two locations Case Study #4
- 30. #Bridge15
- 31. #Bridge15 Started out with general messaging…
- 32. #Bridge15 Message testing • General messaging • Fetal Monitoring • Critical Care Obstetrics Case Study #4
- 33. #Bridge15
Editor's Notes
- Very interesting that website and content development is #1 Just 25% of brand marketers polled by Millward Brown were confident that they had an optimal media mix; about half of media and agency respondents said the same. In May 2015 polling by Strata, 22% of US ad agency professionals cited media mix as the biggest challenge for their agency in 2015—the second-highest response. - See more at: http://www.emarketer.com/Article/Marketers-Shaky-About-Right-Media-Mix/1012678?ecid=NL1009#sthash.JULISwUp.dpuf Brand marketers were most likely to have increased mobile’s share and decrease email’s. Social, search and traditional advertising had each gained small shares at the expense of website and content development, online ads, and events and conferences. - See more at: http://www.emarketer.com/Article/Marketers-Shaky-About-Right-Media-Mix/1012678?ecid=NL1009#sthash.JULISwUp.dpuf
- What we face online every 60 seconds http://www.adweek.com/socialtimes/one-minute-internet-infographic/148860 What Happens in One Minute on the Internet? [Infographic], May. 2, 2014
- Source: http://www.dailymail.co.uk/sciencetech/article-2381188/Revealed-happens-just-ONE-minute-internet-216-000-photos-posted-278-000-Tweets-1-8m-Facebook-likes.html Data is calendar year 2013. Go-Globe.com designed a similar graphic in June last year, pictured. By comparison, the amount of emails sent has increased by 36million a minute. There are almost four times more Google searches than a year ago, and 180,000 more tweets are sent 571 new sites each minute + 1,440 minutes each day = 822,240 new sites every 24 hours 571 new sites each minute + 525,949 minutes in a year = over 300 million new sites each year (300,316,879 to be exact)
- Source: http://en.paperblog.com/every-company-now-a-digital-business-companies-that-adopt-455023/
- Just 25% of brand marketers polled by Millward Brown were confident that they had an optimal media mix; about half of media and agency respondents said the same. In May 2015 polling by Strata, 22% of US ad agency professionals cited media mix as the biggest challenge for their agency in 2015—the second-highest response. - See more at: http://www.emarketer.com/Article/Marketers-Shaky-About-Right-Media-Mix/1012678?ecid=NL1009#sthash.JULISwUp.dpuf
- Just 25% of brand marketers polled by Millward Brown were confident that they had an optimal media mix; about half of media and agency respondents said the same. In May 2015 polling by Strata, 22% of US ad agency professionals cited media mix as the biggest challenge for their agency in 2015—the second-highest response. - See more at: http://www.emarketer.com/Article/Marketers-Shaky-About-Right-Media-Mix/1012678?ecid=NL1009#sthash.JULISwUp.dpuf
- Create One Publish Everywhere
- Stand alone email: state specific email to all e-members Great Places National Story Video Top Tier & Tier 2 Media Outlets Nature.org Connect Social media
- To Date: $56,353 in Total Revenue Stand alone email: state specific email to all e-members Great Places National Story Video Top Tier & Tier 2 Media Outlets Nature.org Connect Social media
- Background: May 2012 e-mail sent as part of kick off to an integrated campaign where OH residents could take a hike and photo of themselves in a natural area and win a Honda Hybrid. Media, social and print materials very integrated. Outcome: Expand audience through multichannel marketing & promotions
- Calendar on which item per month to push out
- Calendar on which item per month to push out
- Calendar on which item per month to push out
- Calendar on which item per month to push out
- Calendar on which item per month to push out
- Internal debate
- Calendar on which item per month to push out