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TNC Boston Marketing Overview 2013
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Photo credits: (top) Mark Godfrey; (Bottom) Jez O'Hare; Scott Warren
Boston Marketing Campaign 2013
BSC: Boston• Integrated staff/trustee team FY12• Timed with capital campaign• Coordinated with WO MEMB, MA PHIL• Costs:
• $175k BSC spend in FY13• $45k in FY14• $65k donation for new FY14 event
series
Goals• The priority goal of the Boston BSC
marketing program is growth of private financial support in the near term and the next 5, 10 and 20 years.
Objectives• Generate awareness to support
Philanthropy and Membership • Engage current/potential supporters• Grow membership revenue • Expand donor pipeline • Retain existing supporters
Outcomes to Date• 61 million impressions
• 900+ new social media relationships
• 500 new qualified contacts (events)
• Thousands of acts of engagement
• Trustee enthusiasm (donations for more)
• Membership growth TBD
• Awareness growth TBD
The Program
Ads: Creative• Start a conversation! • Increase TNC awareness!• Be provocative + Boston smart• Agency: Kemp Goldberg Partners, Portland
Hashtag for conversation
Nature and people
Grab attention withfalse choice
Soften tone with CTA
Ads: Relationship Mgmt• Members received mailer to explain
campaign concept and justify expense.• Futureofnature.org explains TNC’s
position on issues from campaign, Twitter feed and ways to get involved.
MEMBER NEWSLETTER
WEB PAGE
Ads: Placement• Out-of-home placement followed
potential donors along commute, from home into city.
• Local print placements reinforced awareness near home.
• Residential placements map to high-value zips as well as canvassing locations.
CITY INFO PANELS
CITY INFO PANELS
SUBWAY KING POSTERS
COMMUTER RAIL POSTERS
SUBWAY CAR CARDS
DIGITAL BILLBOARDS
Photo credits: (top) Mark Godfrey; (Bottom) Jez O'Hare; Scott Warren
CITY INFO PANELS COMMUTER RAIL POSTERS SUBWAY KINGS DIGITAL BILLBOARDS
IMPROPER BOSTONIANOCTOBER 9-22, 2013
MNI STYLE & BEAUTYOCTOBER & NOVEMBER 2013
DIGITAL BULLETINS
DIGITAL BULLETINS
Ads: Trustee Response• “I have had three people who don’t even know
I’m on TNC’s board mention these ads to me in a positive light. This is what we should be doing.”
• “The work is outstanding! The visuals are strong and the messaging is thought provoking and inspiring. The visibility will be fabulous for us.”
• “One man’s opinion- This is simply GREAT!! ” • “…the visuals and messaging are… catchy and
thought-provoking. I'm excited to see the impact in terms of laying groundwork for our campaign and broadening our base.”
Media Reach, Cost and Savings
Review: Cost and OutcomesCost:
•$26,000 spent on agency (discounted rates)
•$97,000 spent on $200,000 worth of advertising
Result:
•58 million estimated impressions
•600+ new FB likes, 300+ new Twitter followers
•150+ hashtag tweets, most TNC or partners
•Most web conversions were event ticket sales
•Positive trustee response
Event SeriesIncrease awareness of TNC as thought leader
Engagement with conservation concerned
$60k budget = $35k underwriting + $25k
costs
$20k event value contributed from WBUR
The Future of FoodApril 22 | Artists for Humanity
Speakers:• Oran Hesterman, founder, Fair Food Network• Paul Greenberg, author of Four Fish: The Future of
the Last Wild Food• Michael Leviton, chef, Lumière and Area Four, Chefs
Collaborative• David Cleary, strategy director, agriculture, The
Nature Conservancy
• Moderator: Sacha Pfeiffer, WBUR, host of All Things Considered
The Future of EnergyMay 13 | Boston Society of Architects
Speakers:• Dan Kammen, Professor and director of the Renewable
and Appropriate Energy Laboratory, UC Berkeley• Jigar Shah, CEO, Carbon War Room• Joe Fargione, lead scientist, North America Region, The
Nature Conservancy
• Moderator: Anthony Brooks, WBUR, host of Radio Boston
The Future of WaterJune 10 | Calderwood Pavilion
Speakers:• Sandra Postel, Director, The Global Water Policy Project• Steven Solomon, author of Water: The Epic Struggle for
Wealth, Power and Civilization• Brian Richter, co-leader, Global Freshwater Team, The
Nature Conservancy
Moderator: Meghna Chakrabarti, WBUR, host of Here & Now
Underwriting: Sample ScheduleCampaign included three flights similar to below
chart.
Review: Cost and Outcomes
Cost:
•$35,000 underwriting = ~$45,000 value• 116 spots, BUR web cal, e-mails, online pledge drive
•$25,000 spent on $46,000 production total
Result:
•2.5 million estimated impressions
•500 attendees, new e-mail contacts
•Reinforced 10+ partner relationships
•Donor gift toward 2014 event series
MembershipTested campaign insert for…
•Lapsed mailings
•Acquisition list test
•Canvassing hand out
New Member Acquisition Mail Test
June State Insert Tests (early read) Sent
Response Rate Avg Gift Net/Donor GPM CPM
1QTHT10Q - NMA HUNTSINGER NY CONTROL 5,000 0.40% $31.10 ($64.32) $124.40 $381.66
1QTHT10R - NMA HUNTSINGER NY INSERT 4,996 0.54% $26.81 ($49.01) $144.92 $409.80
1QTHT10S - NMA HUNTSINGER MA CONTROL 1,986 0.60% $25.83 ($38.57) $156.09 $389.13
1QTHT10T - NMA HUNTSINGER MA INSERT 1 1,987 0.20% $16.25 ($215.04) $32.71 $465.60
1QTHT10U - NMA HUNTSINGER MA INSERT 2 1,987 0.20% $17.50 ($213.80) $35.23 $465.63
Notes: Early read shows the NY insert has life in NMA as well as Lapsed, however MA is not showing the same result. Will look to update as this is an early read on these tests.
Lapsed Direct Mail Test
Quantity Response # Response % Total Gifts Average Gift Size
Control Letter 5,000 27 0.54% $505 $18.70
Control +FON Infographic Insert 4,998 30 0.60% $920 $30.67
Control +FON Text/Image Insert 5,000 28 0.56% $618 $22.07
Review: Cost and OutcomesCost:
•$2,500 design and printing of insert
Result:
•Increase rate, ave. gift for lapsed mailings
•Acquisition test: loses to control package
•Canvassing cost-per-member as low as $18
vs. $31 for direct mail. Campaign connection
TBD.
Assessment: Deltas• Budget realities limit ability to reach
critical mass in market• Need stronger integration with WO
Membership to tie campaigns to membership growth
• Workload vs. capacity resulted in work/life balance challenges
• Alignment with chapter staff included bright spots as well as bumps
Assessment: Plus• Millions of brand impressions =
awareness• Trustee support/enthusiasm during
capital campaign• Alignment with chapter staff included
bright spots as well as bumps• New/bolstered partnerships
Photo credits: (top) Mark Godfrey; (Bottom) Jez O'Hare; Scott Warren
Boston Marketing Campaign 2013
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