The panda whodecided to developone’s muscles… other than just doing kung fu
Once upon a time …marketing day        www.wwf.be   Serge Schmitz – March 22, 2012
The panda who decided to develop one’s muscles                                    or how WWF adapted its offer to various ...
The panda who decided to develop one’s muscles                                    or how WWF adapted its offer to various ...
The panda who decided to develop one’s muscles                                       or how WWF adapted its offer to vario...
The panda who decided to develop one’s muscles                         or how WWF adapted its offer to various targets and...
The panda who decided to develop one’s muscles                 or how WWF adapted its offer to various targets and channel...
Ourmarketingtools
The panda who decided to develop one’s muscles                                     or how WWF adapted its offer to various...
The panda who decided to develop one’s muscles                 or how WWF adapted its offer to various targets and channel...
The panda who decided to develop one’s muscles                 or how WWF adapted its offer to various targets and channel...
The panda who decided to develop one’s muscles                                          or how WWF adapted its offer to va...
The panda who decided to develop one’s muscles                                        or how WWF adapted its offer to vari...
The panda who decided to develop one’s muscles                            or how WWF adapted its offer to various targets ...
The panda who decided to develop one’s muscles                 or how WWF adapted its offer to various targets and channel...
The panda who decided to develop one’s muscles                 or how WWF adapted its offer to various targets and channel...
The panda who decided to develop one’s muscles                                          or how WWF adapted its offer to va...
What offerto whom ?
The panda who decided to develop one’s muscles                                                     or how WWF adapted its ...
The panda who decided to develop one’s muscles                                 or how WWF adapted its offer to various tar...
ChannelisChannel
The panda who decided to develop one’s muscles                                        or how WWF adapted its offer to vari...
The panda who decided to develop one’s muscles                 or how WWF adapted its offer to various targets and channel...
The panda who decided to develop one’s muscles                 or how WWF adapted its offer to various targets and channel...
The panda who decided to develop one’s muscles                 or how WWF adapted its offer to various targets and channel...
Saturday 31/3 – 20.30Switch OFF the light + Switch ON Green Energy            www.wwf.be/earthhour
Upcoming SlideShare
Loading in …5
×

Marketing day 2012: l'histoire d'un panda qui se muscle - Serge Schmitz

766 views

Published on

Pour affronter efficacement les enjeux environnementaux grandissants, le WWF doit continuer à croître en termes de moyens financiers privés. La forte notoriété du logo du WWF est un avantage mais elle est loin d’être suffisante.

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
766
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Marketing day 2012: l'histoire d'un panda qui se muscle - Serge Schmitz

  1. 1. The panda whodecided to developone’s muscles… other than just doing kung fu
  2. 2. Once upon a time …marketing day www.wwf.be Serge Schmitz – March 22, 2012
  3. 3. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsThe WWF mission is … To stop the degradation of the planets natural environment and to build a future in which humans live in harmony with nature, by :  conserving the worlds biological diversity  ensuring that the use of renewable natural resources is sustainable  promoting the reduction of pollution and wasteful consumption.marketing day www.wwf.be Serge Schmitz – March 22, 2012
  4. 4. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsWWF (World Wide Fund for Nature) in short +100 WWF is in over 100 countries, +5000 WWF has over 5.000 staff on 5 continents worldwide +3000 WWF has more than 3.000 +5M projects on-the-go, WWF has over in the field 5 million supportersmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  5. 5. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsWWF in Belgium 10 million € Budget 2012 from +85.000 members individuals, corporations and institutions to sustain the Belgian projects and organization 1966 32 motivated staff WWF-Belgium was founded In 1966marketing day www.wwf.be Serge Schmitz – March 22, 2012
  6. 6. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsNice mission, great organization but … Very high notoriety … but limited knowledge by the Belgians of what WWF is exactly doing Objective #1 = clarify WWF perception, focus on dynamism and efficiency Income from individuals stagnated and attrition increased Objective #2 = optimise fundraising opportunitiesmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  7. 7. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channels Time to gymmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  8. 8. Ourmarketingtools
  9. 9. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsThe marketing tools we had Panda magazine direct mailing (7x yearly) website e-newsletter (10x yearly) press releases mass media campaign social media (facebook, YouTube)marketing day www.wwf.be Serge Schmitz – March 22, 2012
  10. 10. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  11. 11. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  12. 12. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsCustometer survey – oct 2011 – 456 interviews 28 min average reading time Relayed characteristics : dynamic, reliable, human, efficient 8.6 recommendation score Panda magazine du WWF Benchmarkmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  13. 13. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsDirect Mailing Testing has been a strong focus : offer, size & format, tone of voice, freemiums, … Results are very positive : + 17% income Frequence and segmentation will increase Combination with e-mailing = extra 10 to 20% incomemarketing day www.wwf.be Serge Schmitz – March 22, 2012
  14. 14. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsWebsite Very much instructive … too much ?marketing day www.wwf.be Serge Schmitz – March 22, 2012
  15. 15. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsNew Websitemarketing day www.wwf.be Serge Schmitz – March 22, 2012
  16. 16. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsNew Websitemarketing day www.wwf.be Serge Schmitz – March 22, 2012
  17. 17. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsThe marketing tools we NOW have Panda magazine + poster + fiches direct mailing website e-newsletter (10x yearly) + e-touch points (welcome, events, birthday, surveys, good news, …) press releases ==> press relationship mass media campaign ==> 2 per year = Earth Hour + biodiversity social media (facebook, YouTube, twitter)marketing day www.wwf.be Serge Schmitz – March 22, 2012
  18. 18. What offerto whom ?
  19. 19. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsProfiling & adapting the offerSocio-demo Recruitment channel“Grey” animal lovers (65+) face-to-face (street, door-to-door, event) Beneficiary telemarketingGrand-parents (50-65y) for yourself paper (mailing, advertisement)Parents (30-45y) with kids 7-12y for others screen (e-mail, web)Kids 7-12y AV media (TV, radio) Level of engagement signing petition Motivations subscribing to e-news Environment project-based giving Climate regular giving (member, adopter) Endangered species after-death giving Sustainable developmentmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  20. 20. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsProfiling &adapting the offer Regular support of species Regular support of the organization Subscription to Panda magazine One-off support of projectmarketing day Legacy Serge Schmitz – March 22, 2012
  21. 21. ChannelisChannel
  22. 22. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsChannel is channel Recruitment channel Relationship channel Face-to-face Voice (f2f, tel, radio) Telemarketing Direct mailing Paper (mailing, advertisement) Online Screen (large or small) AV media (radio, TV)marketing day www.wwf.be Serge Schmitz – March 22, 2012
  23. 23. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  24. 24. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  25. 25. The panda who decided to develop one’s muscles or how WWF adapted its offer to various targets and channelsmarketing day www.wwf.be Serge Schmitz – March 22, 2012
  26. 26. Saturday 31/3 – 20.30Switch OFF the light + Switch ON Green Energy www.wwf.be/earthhour

×