building integrated campaigns / julie fiorini, stephen thomas
DESCRIPTION
An integrated campaign is a 'sequence of individual, coordinated market events that share a common audience profile and messaging theme'. At the end of the day, an integrated campaign takes one strategic, creative idea and applies it to different channels, respecting that channel for the job it’s meant to do. It’s about consistency. It’s about being where your donor is – communicating with them in a way that suits them, and offering them choice in how they want to communicate with you. It takes a comprehensive understanding of all media, creative, strategy, production and data to bring an integrated campaign to life. This session will outline the process required to create an effective integrated campaign and present case studies of effective integrated campaigns created by Stephen Thomas Ltd.TRANSCRIPT
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 [email protected]
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 [email protected]
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 [email protected]
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
www.stephenthomas.ca
@ST_Digital