Julibeth Torres, communications planning manager, Stroke Association 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

2. Charity Wide
Messaging Programme
Integrating our communications with
clear, focused and unified messages

3. Agenda
• Our journey to integration
• CWMP approach
• Planning
• Integration phase
• Challenges
• Evaluation

4. Integration seems a
very simple idea…
✓ A consistent story
✓ One clear voice to
increase the impact of our
messaging
✓All areas working in
unison rather than in
isolation through
integration

5. …until you see or build
the comms calendar…

6. …discover you have
multiple regional
locations...
Across the UK with
offices in England,
Northern Ireland,
Scotland, Wales,
Jersey and the Isle
of Man.

7. …and then you realise you’ve
underestimated the level of
impact.
It was also building a culture of change
June 2016
FEB 2017
May 2018

8. Getting a structure
Forming a steering group
Key players / strong buy-in
Directors board level and representation
from all areas
Director level to provide a strategic
direction of the programme
PL: Responsible for delivery
PM: Supports PL
Content / channels owners

9. Planning

10. CWMP
All our external facing communications work in
harmony. Each main theme runs over a pre defined period
of time.
Charity Wide Messaging Programme
A world where there are fewer strokes and all these touched by stroke get the help they
need
Prevention
(Avoidable)
Treatment
(Acute/
Immediate)
Support
(Rehab, SS, family,
carers)
Research, Data, Evidence
Research
(Investment in)
Major themes for each programme

11. Build an annual plan
Time Theme Programme
Title and
overarching
message
Feb–Mar Treatment FAST FAST
Apr Prevention Blood Pressure Take a moment
May-Jun
Sep-Oct Research Invest in Research Change the Story
Nov-Dec Support
Aphasia.
Emotional
Communication
Lost for Words
2017

12. Create a framework…
Program
Development
Content Pack
development
Internal
Comms
Delivery and
support
Results -
KPIs
Lead time (months)
Nine months of advanced planning is needed to
deliver public facing communication campaign
Brainstorming, audience test
Project one pager, campaign plan funnel KPIs
-9 to -8
-6
Channel Matrix – time line
Audience messaging framework
Content pack, case studies
Hero images/main visuals
-5 to -3
Staff bulleting – Cascading down to teams -2 to -1
Campaign delivery 0
Collect results from each area 0 to +2

13. Awareness
Spread the word
Interest
Inspire
Recruitment
Connect
Consideration, Intent
Engage
Nurture
retention
Awareness
Donations – Sign up
Retention
Engagement
Hero
Inspirational
Convert
Engage
Donate – Sign up
CWMP ObjectivesContent strand Funnel
…and incorporate a strategic
funnel approach
Nurture
Retain

14. Integration phase
Create tools to make it easy

15. Project one pager
In one single page describe:
▪ Audiences
▪ Objectives
▪ Problem to solve
▪ Unique proposition
▪ Interdependencies
▪ Channels
▪ Budget
▪ Key Metrics / KPIs
Top level overview of the programme

16. Content pack
Main messaging, content, case studies to
copy and paste
For example:
Glen’s case
study could be
used within any
newsletter.
Key messages with different lengths 10, 30, 70 and 200 words
messages.

17. Content Pack
Audience Framework
Tailor call to actions to suit any audience for teams to copy and
paste

18. Project management
formats
Channel Matrix
All channels/communication
platforms we have at our
disposal
Communications Planner
Checklist and weekly schedule

19. Working together
Full selection of visuals and images for each team to
use in all communication channels
More
impact
PR &
media
Website
Marketing
Advertising
Fundraising
Staff &
Volunteers
Events &
other

20. Working together
More
impact
PR &
media
Website
Marketing
Advertising
Fundraising
Staff &
Volunteers
Events &
other

21. Challenges

22. Prioritising Policy over
Fundraising

23. Integration of different
CTAs in regions

24. Integrating messaging
with regional events

25. Integrating case studies
to support PR activities

26. Recruiting different
audiences
Supporters Volunteers

27. Evaluation

28. On campaign level
Awareness
Spread the word
✓ XX m reach (target Xm)
✓ XXX pieces of media coverage (target XX)
Recruitment
Connect
✓ Donations £XXX (vs 2016 result £XXX)
✓ £XXXX total web income (target xxk)
✓ XXXX online donations (target XX donations)
✓ Appeal £XXX (vs 2016 result £XXX)
Consideration, Intent
Engage
✓ XXk unique website visits (vs 2016 result xxk)
✓ XXk engagement in Facebook - main source to drive
traffic to landing page (target XXk)
Nurture
✓ XXX new supporters retained
✓ XX new sign ups to newsletters
✓ XX people added into FR welcome programmes
Interest
Inspire
✓ XX k links clinks ( target XXk)
✓ XXk video views ( target XXk)
✓ XX% bounce rates (target XX%)

29. Internal engagement
Perceived CWMP benefits:
• Consistency / planning /
integration team working
• Cost and time savings
around providing content
and sharing media plans
• Evidence of a ‘halo effect’
around fundraising
By having wash up sessions
A rocky start, the
planning,
resource, assets
and comms have
worked
particularly well
CWMP is getting people
used to the idea of
integration
Content packs –
messages are very
clear and it feels
very joined up
Stroke survivors
involved
throughout and
their experiences
were at the
forefront of both
CWMPs
It felt integrated
and focused

30. CWMP
Summary of results
Reach
• 8m
people in
average in each
campaign.
Web visits
• 200k+
Retention
• 700+*
people
Integration
• 45 - 48
out of 90+
channels in
average in each
campaign
*Committed givers
recruited, people joined
to DM welcome
programme and new sign
ups to SA newsletters to
keep in touch

31. • FR
• DM Warm Appeals
• Online FR advertising
• Fundraising packs - appeals
• Regional events
• Stewardship emails- comms
• Volunteering & Partnerships
• Club Together
• Involved
• Ambassadors Newsletter
• Peer support groups (Speakability
Volunteers groups and Stroke
clubs)
• PR &Media
• Social media - paid and organic
• National and local press releases
• Celebrity support
• Make May Purple
• Digital
• Website
• Dotmailer templates
• PPC and google display
• Online Quiz
• Marketing
• Supporters Network email
• Professional Network email
• Stroke News
• Print advertising
• OOH
• Events
• Stroke Assemblies North and South
• Club Volunteers conference
• Keynote lecture
• UK and Nations Stroke Forum conferences
• Life After Stroke Awards ceremony
• External events
• Internal communications
• #GivingTuesday staff engagement
• Weekly newsletter bulletin
• Intranet pages
• Desktop image and email signatures
• Services
• My Stroke Guide social feed
• Regional newsletters and social media
• Material for regional offices
• Digital assets and content pack in Welsh
Main Channels

32. For more information
Helpline: 0303 3033 100
Website: stroke.org.uk

33. Integrated campaigns –
national and local/regional
North West Networking Group
16 May 2018
Manchester
#ccnorthwest

34. 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