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What Associations Can Learn from Political CampaignsSarah Newhall, Executive Vice President (@snew0112)Blue State Digital (@bsd)Marketing, Membership, & Communications Conference
June 13, 2016
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1. About BSD2. Campaign Insights3. Data Deep Dive4. Takeaways5. Q&A
Agenda
About BSD
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We’re the creative and tech agency for brands and causes looking to scale their impact.
Who we are
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Who we are
We apply a people-first, data-driven, campaign mindset to transform how our clients engage people.
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Today, we work with leading organizations across industries and verticals.
Who we are
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Campaign Insights
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So what turned things around?
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Relationships.11
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Let’s break down some key components…
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Authentic Storytelling
Authentic storytelling
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Authentic storytelling
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Authentic storytelling
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Always-On Marketing
Speed: always-on marketing
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Speed: always-on marketing
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Speed: always-on marketing
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Customization
Customize to drive action
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Customize to drive action
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Customize to drive action
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Relentless Optimization
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Relentless optimization
Relentless Optimization
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Lower the barriersTest, test, testChallenge instincts
Data Deep Dive
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Results > Hunches.
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Testing, measuring and iterating helps you be fast, accurate and reliable.
All kinds of experimentsYou can test virtually every aspect of a digital experience:• Messaging - what you say• Visuals and copy - how you say it• Layout - how it’s presented• Interactions - how people experience it• CTA - what you ask people to do• Nuts and bolts - little things that can add up to big impact
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The essential elementsEvery test or experiment must comprise the following:
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The testing processFocus your testing efforts with these five steps:1. Set objectives and KPIs.2. Develop hypotheses based on research.3. Create testing variants, controlling for key variable.4. Measure the results, with a focus on ultimate objective.5. Iterate new hypotheses and incorporate results into your
strategy and creative.
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Your turn: Which test won?
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Tone & Voicewith Partners In Health
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Design for Generosity
A Emotion“Every night, Stella wondered what might happen to her.”
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Design for Generosity
B Urgency“I know we’ve already asked you for money this month. More than a couple of times.”
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Design for Generosity
A Emotion“Every night, Stella wondered what might happen to her.”
B Urgency“I know we’ve already asked you for money this month. More than a couple of times.”
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Design for Generosity
A Emotion“Every night, Stella wondered what might happen to her.”
B Urgency“I know we’ve already asked you for money this month. More than a couple of times.”+1,084%
Consider results in contextWe learned that at crunch time, a direct ask was most effective for this fundraiser.But PIH still uses storytelling and emotion throughout their digital communications. Constant asks would damage their brand.
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Design for Generosity
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Landing Pageswith Trout Unlimited
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Design for Action
A
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Design for Action
B
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Design for Action
C
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Design for Action
C A BA B C
C
A
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Design for Action
C A BA B C
+18%
Make it easy Though we preferred the aesthetics of the full bleed image, the simple, clear form was more effective.
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Design for Action
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Takeaways