How RNLI creates content to attract a younger audience. Content marketing conference, 16 April 2015

RNLI: Content MarketingThe Big Christmas Rescue

Sarah Marsh & Martin Wilson

The RNLI is a registered charity that saves lives at seaIt provides a 24/7 on-call service to provide search and rescue requirements up to 100 nautical miles from the coast of the UK and Republic of Ireland as well as a seasonal lifeguard service on over 200 beaches, a Flood response team and an International development agencyIn addition, the RNLI has a much broader impact with its Coastal Safety initiatives, ranging from educational activities with schoolchildren to free safety checks offered to pleasure craft users and safety advice for fishermenThe RNLI is independent from Government and it’s annual running costs of £144.6M are entirely from voluntary contributions and legacies

RNLI: Sarah Marsh & Martin Wilson

Charity Comms

AIM: To ensure our messages are aligned & our communications are consistent, clear, bold and relevant in order to connect with more people and motivate them to get involved in our mission

RNLI One Voice


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Strategy(organisational

objectives)

Impact and influence

(outcomes in line with org, objectives)

Brand (vision, mission,

values)

Integration(In communications and organisational structure/

culture)

Purpose


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More people understand who we are and what we do

All messages are linked, focussed, clear and consistent

More support, income and impact

Internally – everyone is driven by the same aim – they are

working for the cause, not their department or individual targets

More connections with target communities and audiences

Communications are audience focused and data driven

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Benefits


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Theme: Innovation that lives onWe want people to:

Think: That the RNLI are ready to response immediately 24/7 with the latest equipment and training designed to get people home safely if they ever need us

Feel: Protected and assured that an expert, well equipped rescue team is ready to respond

Do: Support us, trust us, recognise our expertise, listen to our prevention messages and feel assured


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The Brief & Insight‘Develop a family Christmas fundraising product for 30-40 and 65-74 year olds’

Capitalise on current trend for unique, personalised gifts

Build on the tradition of ‘Saving Christmas’ – best-selling RNLI Christmas card

Budget:£5,000 development costs(Ended up spending around £8k)


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The ProductThe product will encompass a personalised story that depicts the child saving Christmas, through helping the RNLI lifeboat crew rescue Santa on Christmas Eve, when his sleigh breaks over the North Sea.

The product will be an investment / keep sake item for cherishing and sharing in years to come. The content of the book will be targeted at 5-8 year olds, to be read to the child, with the child, and for older children, alone by the child.

There could be a channel-link through to digital content (video, animation, activity sheets) providing more activities for over the festive season.

There is the opportunity to build the offering, with options including linked product, an animated eStory (sent by email) and a letter. There is also the potential to introduce personalised birthday cards and other personalised items for other times in the year.


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The Big Christmas RescuePersonalised children's story book

Written by in house editor

Illustrated by Hannah Cumming –children's book illustrator


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Entertain & EducateIdentify Key Messages:Crews are on call 24 /7; reinforce the reality that crew get shouts on Christmas Day/Eve

95% of RNLI people are volunteers

Build relevance - start the journey – provide ways to find out more & get involved


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Raise FundsProduct cross sell-accidental!

What next? How can you get involved

100% profit goes toward saving lives at sea

On-going supporter journey, keep sending relevant content & product


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PROwned channels

Earned channels

Personalised books sent to celebrities and bloggers

Strong local media push-using local crews as a hook


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PR

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://wallfor.net/emma-bunton/&ei=UzMmVeKvCqSr7AaTiIBY&bvm=bv.90237346,d.d2s&psig=AFQjCNFCzrrDg9AQm3wcV1yvkcE7lVRn3A&ust=1428653246255828





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PR

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Big Christmas Rescue Timetable of Media ActivityBookSales

OnlineViews

Print /Radio

OnlineCoverage

Tweets

Blogs

YouTubeVideo

Emma

YouTube Live event

Mumsnet Tweet


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Video


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Marketing Activity£55k marketing spend

Mix of RNLI channels; DM, membership communications, branches, community, social, email etc…


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Results

Target KPI Actual KPI

Sales of 10,284 books 14,930

Target audiences (40-50 & 65-74 year old) 10.9% customers were aged 40-50 & 33.3% were aged 65-74

Potential reactivation tool-targeted relevant content

Potential acquisition tool


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ChallengesSecuring celebrity support-no national media hook

Development requirements to support fulfilment

Targeting the right audiences-broad reach

Agility-year 1 of learning


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Future PlansExpand key messages-what else do we want people to know-Lifeguards, Flood Rescue, International

Cross-sell (on purpose!)

Product development

Expand our reach

Learn from these Supporters, what do they do next?

Content marketing: planning, creating and

distributing content that adds

value

Conference

16 April 2015

London

#CharityContent

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Government & Nonprofit

How RNLI creates content to attract a younger audience. Content marketing conference, 16 April 2015