building integrated campaigns / julie fiorini, stephen thomas

Building Integrated

Campaigns

Julie Fiorini

Director, Digital Marketing

Stephen Thomas Ltd

About Me

• 10+ years in digital marketing space

• Non-profit experience: Heart & Stroke, SickKids

• For-profit experience: TC Media, AIR MILES

• Volunteer: Concerned Friends, Make-A-Wish

• ♥ Music/Movies/Golf ♥

About Stephen Thomas Ltd

• A full service marketing communications & fundraising agency, dedicated to the not-for-profit sector

• In business for over 30 years; working across all channels – mass, online, direct

• Clients include Canadian Cancer Society, Doctors Without Borders, Kids Help Phone, Canadian Diabetes Association, Muscular Dystrophy Foundation, Osteoporosis Canada, Sick Kids, Food Banks Canada, NDP, Friends of Canadian Broadcasting and more...

From fragmentation to wholeness

“The need for Integrated Marketing derives

from the enormously fragmented world of

the modern large organization and

stakeholder experience.

CentreforIntegratedMarketing.com

From fragmentation to wholeness

Integrated Marketing is a holistic discipline

where the whole is present in each part, as

in DNA, to develop congruent, sustainable

and high-value brand experience for all

stakeholders.”

CentreforIntegratedMarketing.com

Your Cause Target

Audience

Supporters

&

Donors

Strategy

Big Idea

Media

Communications Planning

Your Campaign Online

Strategy

Who’s Your

Audience?

Women 35 – 55

Boomers

Men 18 – 29

Youth

How will you know

you are successful?

Aided /unaided recall

Mentions in social

media

Press mentions /

news stories

Website traffic

Break-even / ROI

Number of supporters

Revenue

Strategy

What’s your

objective?

Branding – raise

awareness of your

cause

Promotions – increase

participation at an

event

Raise money – donate

to the cause

Grow your base -

sign-up for something

The power of ideas

Brand identity - logo / tagline

THE BIG

IDEA

Key messages

Beliefs & values

Media Attract New Audiences

Traditional mass media spending

will grow

Communications

Planning

Connect, activate, convert

Is there any way for someone from Patient Relations to send me an email? I would rather not have them call but I need them to be aware of a situation. My email is horsie.47@hotmal.com

Is there any way for someone from Patient Relations to send me an email? I would rather not have them call but I need them to be aware of a situation. My email is horsie.47@hotmal.com

Is there any way for someone from Patient Relations to send me an email? I would rather not have them call but I need them to be aware of a situation. My email is horsie.47@hotmal.com

Facebook Engagement Rate

Engagement rate:

0.2% to 0.5%

Email still rocks

Top 5 tips for great

1:1 communications

1. It’s not about YOU

it’s about THEM

2. Establish guidelines

for frequency of

communications & be

consistent!

3. Build trust with

your supporters by

providing value

4. Make it easy to

consume your

content

5. Respect personal

space

Your campaign

online

Your online presence is the ‘hub’

of integrated marketing

• It’s your first

opportunity to impress

your visitors

• Be consistent across all

properties

• ‘Enchant’ your visitors

Case Studies

“Tigers in Crisis”

All of these campaigns had

1 thing in common:

THEY MADE MONEY

Integration is NOT simply the

same visual or tagline being

shared across all channels.

That’s REPLICATION.

Integration is a core idea

executed differently across

all media in way that

respects the channel and its

audience.

Your digital DNA

1. Strategy forms the foundation of your

integrated marketing & fundraising activities

Your digital DNA

1. Strategy forms the foundation of your

integrated marketing & fundraising activities

2. A big idea that is simple and actionable will

make you stand out

Your digital DNA

1. Strategy forms the foundation of your

integrated marketing & fundraising activities

2. A big idea that is simple and actionable will

make you stand out

3. A mix of traditional and digital media

channels drives awareness

Your digital DNA

1. Strategy forms the foundation of your

integrated marketing & fundraising activities

2. A big idea that is simple and actionable will

make you stand out

3. A mix of traditional and digital media

channels drives awareness

4. 1:1 communications drive actions

Your digital DNA

1. Strategy forms the foundation of your

integrated marketing & fundraising activities

2. A big idea that is simple and actionable will

make you stand out

3. A mix of traditional and digital media

channels drives awareness

4. 1:1 communications drive actions

5. Online, be your best self and draw visitors in

Thank You

For more information, contact:

Julie Fiorini

Director, Digital Marketing

Stephen Thomas Ltd

julief@stephenthomas.ca

www.stephenthomas.ca

@ST_Digital