Rita Marcangelo, marketing officer and Joe Downie, social media manager, Friends of the Earth 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

1. Great British
Bee Count
How to keep content fresh
when your message stays the same

2. We are...
World's largest environment organisation:
2 million supporters, 75 countries
UK's largest grassroots environmental network:
Over 160 local groups
By 2030, the next generation will enjoy an environment that’s getting better: a safer
climate, flourishing nature, and healthy air, water and food.

3. We do...
Currently our work is focussed around 4 broad thematic areas:
• Climate Change
• Plastic pollution
• Clean air
• Nature - including bees

4. How much do you know about bees?
a b c d

5. Why count bees?
• Bees are in trouble; 35 species in the UK are at risk of extinction
• Scientists don't know enough about bee populations
• Need for 'big data' over several years...
Oh, and...
• People LOVE bees!

7. Great British Bee Count -
- the story begins
From 2014 ...
GBBC app launch, annual bee survey, lasting 6 weeks.
...to 2018:
• App is the heart of the campaign - supported by web, social, email, printed
materials, PR/media, and real-world events & activities.
• 1st step to supporting other Friends of the Earth campaigns.
• Bee-ginners > in bee-tween > bees' knees.

8. Participants numbers, 2014 - 2018

9. Audience & marketing approach
• Core supporters, who are engaged with bees/nature work.
Main channel: email.
• Minimal marketing budget has meant PR, celeb & peer-to-
peer (word of mouth) marketing has been important to
reach new audiences interested in wildlife.
• Main channels: social media and print/TV/radio/online.
So, how can you keep all this fresh
(as a daisy)?

10. Step 1 – Do a thorough evaluation
A) Review your campaign
• Involve supporters, staff, partners.
• Quant & qual analysis – analytics, supporter survey, performance against targets, social
media engagement.
• What works / what can you improve – SWOT / TOWS.
B) Note the surprises
• What unexpected successes &
failures did you spot?
C) Be decisive
• Make tough decisions

11. Step 2 –
Evolve your key messages
From the science and data ...

12. Out with the old...

13. In with the new!

14. ...to a focus on gardens and bee-friendly spaces

15. Step 3 –
Develop your campaign / product
Under your control:
• Tech/experience enhancements – tweak the UX (online or IRL)
• Look & Feel – when the time feels right, the time probably is right
• Content: build on previous year.
What was popular? Check the insight. Do more of this.

16. Step 4: your campaign / event / product
Externalities:
• Technical improvements – what new tech is
being used that wasn't available when you
started, eg: geo-location, push
notifications.
• The real world – what's changed (GDPR),
new opportunities?
• User behaviours – what's changed, eg:
growth of sound on social media, rise in
popularity of 'instagramable events'.

17. Step 4 –
Evolve social media
• New to the project, new to org – fresh perspective
• See what worked previously and build on this
• Focus on reaching new audiences?
• Look at competitors
• Experiment with new content types & platforms

18. ...
More bee bums!

19. Utilising the capabilities and
behaviours of each platform

20. Instagram

21. Keeping the social formats fresh
• Instagram Stories growing in popularity
• Continued growth of video
• But think about audiences; no to Snapchat,
yes to staying 'loyal' to Twitter and FB.

22. Planned Vs
Reactive
• Planned
• Reactive
• Planned Reactive!

23. User generated
content
We wanted to really give people the feeling that
they were not just a part of it, but integral.

24. Step 6 – Media & PR
New angles Vs Tried & tested

25. Step 7 -
Corporate Partners & influencers

26. Top Tips in summary
• Don't throw the baby out with the bathwater; evolution not revolution*
• Choose new partners – business partners, influencers, allies
• Target new audiences – they'll take you to new places
• Mature as your audience does – keep up with expectations
• Don't be too restrictive – let your campaign develop in new ways
* unless you get it really wrong the first time

28. Thank you for listening. Any questions
- or shall we buzz off now?
Rita Marcangalo
@green_mummy
Joseph Downie
@Joedisco77

29. Keeping it fresh – growing
your annual campaigns
25 September 2018
Seminar
London
#FreshCampaigns

30. 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