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BOSCO UgandaInterterm Intensive
How today is going to work?
Today’s Schedule
• Speakers Intro
• Strategic Marketing Communications
• Break
• BOSCO Uganda Overview
• BOSCO Uganda Marketing Strategy
• Lunch
• BOSCO Uganda Assignment
• Modern Marketing Mix with BOSCO Marketing Assets
• Q&A
Don Schindler
• 12 years in digital
• 10 years as a marketer
• donschindler.com
• @donschindler
Breaking Down a Strategic Marketing Plan
Objectives
What does your client want you to do?
Who is this?
• To be Earth's most customer-centric company where people can find and discover anything they want to buy online.
Who is this?
• To be Earth's most customer-centric company where people can find and discover anything they want to buy online.
Marketing Goals
• Must be numbered based.
• Should be tied closely to Objectives.
• Should be a stretch goal but not unreasonable.
Market Research
How does the marketplace look? Who is
your chief competition?
Target Audience Profile
Who is most likely to give? Who is most likely to tell
their friends? Who I is more likely to stay
engaged over one year? Two years? Ten Years? A
lifetime?
Why Do They Matter?
• Demographics– Female
–White
– Affluent
– Two Kids in High School / College
–Makes decisions on finances
What Do They Believe Now?
• About:– The Issue
– The Potential Solutions
– Your Potential Solution
– Your Company
Where Do They Get Their Info?
• TV Programs
• Newspaper
• Magazines
• Online News Sites
• Social Networking
• Direct Mail
• Mommy Blogs
• Donation Sites
Who Do They Trust?
• Other Moms
• News
• Websites
• Advertising
• Celebrities
What Will Move Them?
• Sympathy
• Guilt
• Laughter
• Peer Testimonials
What Do We Want Them To Do?
• Donate / Pledge
• Volunteer
• Share Story
• Stay Connected
Why Won’t They Do It
• Lack of Awareness
• Lack of Connectedness
• Lack of Ability (charity doesn’t allow easy online giving)
Key InsightTarget Audience Story
Strategy
• We are the resource
• We are the thought leader
• We are the low end branded price leader
• We are the best value for the price
• We are the connection
Tactics – Your Marketing Mix
– Brochures, Flyers
• Digital
– Websites, blogs,
• Video & Photography
– YouTube, Flickr
• Advertising
– TV, Radio, Search
• Social Media
– Facebook, Linkedin,
Measurement
ROI
Revenue from Investment – Cost of InvestmentCost of Investment
$200,000 – $15,000$15,000
= 12.33 (Good)
$200,000 – $115,000$115,000
= .74 (Not so good)
Tactic Measurement
A “Like” is not a measurement unless it is tied to sales.
Analytics
Tactic Adjustment
Phased Approach
Estimated Budget
• Be careful of spending too much / too little on marketing assets.
• Non-profits have a hard time justifying marketing spends to donors. How would you approach this?
Creative Briefs
Marketing Rollout Calendars
Marketing Editorial Calendars
BOSCO Uganda Overview
BOSCO Uganda Strategic Marketing Brief
Objectives
• Leverage technology to build globally connected,
locally rooted authentic communities in
developing context beginning in Northern Uganda,
BOSCO Uganda wishes to create global awareness
and advocates of its mission.
Marketing Goals
• BOSCO Uganda
raised:
– 2006 – 2008:
$242,503
– 2009: $33,709
– 2010: $20,485 (-
40%)
– April, 2011: $18,800
(-9%)
– GOAL: Increase
funding by 50% to
$50,563 by May 1,
2012
Market Research
Target Audience – Women, Older Men, Catholics,
People with Sympathy to
Africa
Major General
Fundraisers
Catholic Church
Local Church
University Schools
Disease Foundations
Public Broadcasters
Local Charities
Market Research
Invisible Children
• Invisible Children uses film, creativity and social action to end the use of child soldiers in Joseph Kony's rebel war and restore LRA-affected communities in central Africa to peace and prosperity.
Digital Footprint
Social Footprint
Other Charities
Other Charities
Target Audience
• Donors (Women give more than men)
• Catholics
• Potential Partners (USAID)
• Scholars
• Funding Agencies
• People with interest in African politics
Why They Matter
• Women/Catholics– Financial Giving
– Advocates to spread the message
What Do They Believe Now?
• Women/Catholics– Physical Needs are more important than
communication
– BOSCO is not known
– Computers are not an exciting sell like Ending War or Saving Children or Both like Invisible Children
How Do They Get Their Info?
• Women/Catholics– Internet News
– TV News / Talk Shows
– Social Networks
–Word of Mouth
– Churches
– Email Lists
Who Do They Trust?
• Women/Catholics– Peers
– Churches
– TV News
– Internet News
– Social Network
What Will Move Them?
• Stories of Uganda women breaking free of isolation
• Connections to those Uganda Women
• Vision Story of BOSCO
• Ability to make a difference in the lives of these Uganda women and children
• Grassroots and low overhead
• Simple Technology
What Do We Want Them To Do?
• Donate
• Connect to the Uganda women
• Share the story
• Volunteer to help BOSCO Uganda
• Advocate for BOSCO Uganda
Why Won’t They Do It?
• Don’t know anything about BOSCO Uganda
• Don’t understand what BOSCO Uganda is doing
• Not connected to the Uganda women/children
• Not asked
• Not easy to donate
• Other needs are more pressing
• Africa is too remote
• Don’t know what they are getting for their donation
The Story Factor
What Story Means To Marketing
• We love stories more
than facts.
• Stories are how we
remember, relate, and
share our lives.
• Stories touch
emotionally and can
influence the defensive.
• We are not rational
beings.
Narration is as much a part of human nature as breath and the circulation of the
blood. – A.S. Byatt
Who I Am / Who We Are Story
Why I’m Here / Why We Are Here Story
They use the computer like me to communicate. They
also do other things that I do.
The Vision Story
Values in Action Story
BOSCO Uganda Assignment
What We Need From You
• Finish a Strategic Marketing Communications
Plan include Strategy, Tactics, and
Measurement for the next fiscal year.
• Put together a Marketing Rollout Plan and an
Editorial Calendar if needed.
• Use what you’ve learned and research to
create a key insight and target audience story.
• DREAM BIG – But keep to the limited budget
and limited staff resources.
How Will You Succeed?
• Professional Presentation
• Great Key Insight / Target Audience Story
• Confidence in the Pitch and Execution (vague ideas about how to do are looked down upon)
• Staying within the budget and limited staff resources
Traditional and Digital Marketing Mix
How Marketing Has Changed
Print Materials
• Brochure
• Flyers
• Direct Mailers
• Invites
• Business Cards
• Annual Reports
• Business Letterhead
New Techniques in Print
• Using variable data on print pieces for personalization.
• QR Codes and Vanity URLs to track when people take the CALL TO ACTION.
Digital Footprint
Digital Footprint
How to enhance your digital presence
• You can control this - the more you add, the more the search engines find.
• Industry Standards–Websites/Blog
– Social Media Sites
– Digital Media Sites
Your audiences expect your digital presence
Your audience has an audience
How many people know that he really dislikes
being here?
Digital Materials
• Website
• Blogs
The Portal
Website
• Should have:– CMS
– Good design
– CALL TO ACTION
– Analytics
– Search Engine Friendly
– Mobile
Content Management System
Design is power too.
CALL TO ACTION – Join, sign-up email, get listed
Google Analytics
Does it speak search engine?
How search engines work
• Inbound links
• Domain name URL
• Keyword Density/Research
• SEOMOZ.org
Direct Mail
• Use landing pages on website
• Use social media for other places to connect
• Offer incentives for following (member discounts)
Landing Page
Landing Pages
Don’t forget Mobile (first screen)
The power of a blog
• Pages
• Specific Answers
• Comments
• Search Engines
love them
• Inbound Links
• Personality
• Easy to use
• Must be on your
website for
benefits
Email Marketing
Blacklisted
Tracking
Test, test, test
How often should you send?
• Make sure you have something relevant to say.
• Test, test, test.
Tip: Don’t blow everything on the website and nothing on outreach
Be Found Everywhere
Strategy – Be Found Everywhere
My website
Google Adwords
Bing Advertising
Facebook Ads
Facebook Page
TwitterRelevant websites News Sites
Press Release
Direct Mail
Brochures
Posters
Flyers
Search Marketing
Google Ads
Rankchecker
Google Adwords – Keyword Research
Google Analytics will tell you
Keyword Density tools
BOSCO Uganda Linkedin
Linkedin Power
• More connections, more touches
• Connected to Twitter and Facebook
• Open up your profile
• A group can offer sharing
• Being a community manager takes time, patience and planning
• Encourage others to talk
• Automatically emails others with updates they control
over 750 million
Facebook brings
• More conversations
• More personality
• More chances to get into their “life” stream than other pieces
Facebook secrets
• Bias against newcomers
• “Most Recent” is not really your friends
• Links are favored over updates.
• Photo and Videos trump links.
• Stalking won’t get you noticed.
• Get people to comment.
• Popular kids won’t see you.
• http://www.thedailybeast.com/articles/2010/10/18/the-facebook-news-feed-how-it-works-the-10-biggest-secrets.html
What to delete
• People should be able to vent but not attack or curse
• Be careful what you delete
• Put up a facebook policy
Facebook CALL TO ACTION
• Join the email list
• Visit our website
• Encourage followers to go to website via links, photos, & video
• Be careful of contests
Using iframes on facebook
BRAND NEW - Subscribe
Facebook Ads
Facebook Ads
Twitter Page
PROS
• Power of instant conversations
• Spreading the word quickly
• Helping out member businesses
• Companies are not the answer – your personality is.
• Company Twitter as an aggregator
• You can collect users with bots
what is this?
CONS
• Lots and lots of noises
• Bots
• Interface is not friendly
• No SEO
• Twitter will disappear – need your list to engage in other places
Bots
Google+
Google+ started with lists
jeremiah owyang
Google understands threads and keeping conversations together. I do think that Google+ is more suited for rapid communication over Twitter as it threads the whole discussion in one place, and also allows for longer responses.
Vontoo Calls
Video
Photo Sites
Fundraising Tools
Charity Directories
Dealing with No/Limited Budget
Recap and Q & A
What We Need From You
• Finish a Strategic Marketing Communications
Plan include Strategy, Tactics, and
Measurement for the next fiscal year.
• Put together a Marketing Rollout Plan and an
Editorial Calendar if needed.
• Use what you’ve learned and research to
create a key insight and target audience story.
• DREAM BIG – But keep to the limited budget
and limited staff resources.
How Will You Succeed?
• Professional Presentation
• Great Key Insight / Target Audience Story
• Confidence in the Pitch and Execution (vague ideas about how to do are looked down upon)
• Staying within the budget and limited staff resources
Don Schindler
• Need me?
• @donschindler
• 574-387-1688
Credits
• page 6 - http://www.flickr.com/photos/minnesota_social_marketing/5950571178/sizes/l/in/photostream/
• page 11 - http://www.flickr.com/photos/kwl/5266186167/sizes/l/in/photostream/
• page 21 - http://www.flickr.com/photos/kodomut/3616896096/sizes/l/in/photostream/
• page 27 - http://www.flickr.com/photos/helico/404640681/sizes/o/in/photostream/
• page 32 - http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
• page 62 - http://www.amazon.com/Life-After-30-Second-Spot-Alternatives/dp/0471718378/ref=sr_1_1?s=books&ie=UTF8&qid=1318202627&sr=1-1
• page 65 - http://upload.wikimedia.org/wikipedia/en/e/ee/DeathStar2.jpg
• page 127 - http://www.flickr.com/photos/59937401@N07/5857483483/sizes/l/in/photostream/
