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Perfect partnerships
Getting to men where men are
Sadie Crabtree
Gareth Ellis-Thomas
(or how we ended up with the nicest man
in football walking 262 miles for us)
Key partnerships
The right to be there?
If the brand fit is right,
you’re allowed in.
Be sensitive to forcing key
messages, stories about
people from the group
you’re talking to resonate.
Relationships with clubs
Relationships take time
and effort to nurture.
Need to be managed
individually.
No one size fits all for a
business like football.
Influencers
Look for influencers with
reach, not fame.
Concentrate efforts on best
return.
League Managers Association
Low profile partnerships
under the same umbrella
can lead to bigger reach.
Can also influence them
more.
Products and initiatives
Be prepared to drop things
if they aren’t working.
Develop those with
potential.
The right people for the job
Invested in making sport a success
• Director from Puma
• Sports PR from Charlton Athletic
• Football mad Marcomms manager
• Football project manager from the sporting
world
• Social media manager from sports
marketing startup
Subject matter experts
make a difference.
All roads lead to Jeff
Key audiences and
Content themes Content about
the marchers
Jeff / Football-mad
communities
Raising
money
Cold football
fans / fans of Jeff
Prostate cancer
Pre-existing
supporters Marchers / their
networks
Football clubs
and influencers
Content planning
Team comms
• Posts done from London
office with remote team
feeding in media
• WhatsApp (web) and
Dropbox to quickly share
media from the field
• Side channels for chat and
discussion due to volume of
images/video
Top content, Twitter
360,000 impressions
23,000 engagements
6.5% engagement rate
Top content, Twitter
283,000 impressions
10,000 engagements
3.5% engagement rate
Top content, Twitter
128,000 impressions
13,000 engagements
10.0% engagement rate
Top content, Twitter
318,000 impressions
7,000 engagements
2.2% engagement rate
56.9 million potential reach1
16.5 million estimated impressions2
1 Sum of followers of all unique accounts that have
tweeted about #JeffsMarch
2 (Followers of all accounts tweeting about
#JeffsMarch) x (number of times they tweeted) x
(estimated 10% followers reached with each tweet)
#JeffsMarch on Twitter
Top content, Facebook
89,000 reached
7,700 clicks
Top content, Facebook
231,000 reached
5,300 clicks
Top content, Facebook
56,000 reached
4,600 clicks
Top content, Facebook
89,000 reached
1,500 clicks
Top content, Facebook
73,000 reached
2,400 clicks
Facebook performance
Total
• 2,255,000 users reached in campaign month
• 80,000+ users engaged in campaign month
Daily
• 315,000 avg users reached per day during march
• 6,875 avg engaged users per day during march
Round up of take aways
#JeffsMarch:- Audiences on each channel engage differently – know the difference
and plan content to reach each one
- Prepare as much as possible in advance… But be prepared to throw
it out the window if there’s a better opportunity.
- Set up ways to get content approved quickly. If some elements
require more approving, do them in advance.
- Find a moment in the chaos to review what you’ve just done. Are you
missing anything?
- Look for opportunities in every process to make it easier to acquire
and manage content.
Round up of take aways
Partnerships:- If the brand fit is right, you’re allowed in.
- Work on individual relationships, not templates.
- Look for influencers with reach. Concentrate efforts on best return.
- Low profile partnerships can work just as well if you have a hook.
- Try things. Be prepared to ditch failing initiatives. Develop ones with
potential.
- Subject matter experts make a difference.
- Play the long game, be patient where you can and adapt your
strategy as you go.
jeffsmarch.prostatecanceruk.org
http://jeffsmarch.prostatecanceruk.org/
Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332).
Registered company number 02653887.
Thank you!
Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk
Audience strategy:understanding and connecting
with stakeholders
Sponsored by
Conference
26 May 2016
London
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