BOSCO Uganda Interterm Intensive Project

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

• don.schindler@nd.edu

• @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

• Print

– Brochures, Flyers

• Digital

– Websites, blogs,

email

• Video & Photography

– YouTube, Flickr

• Advertising

– TV, Radio, Search

• Social Media

– Facebook, Linkedin,

Twitter

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

Social Media Revolution

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

Linkedin

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

Linkedin

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

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

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?

• don.schindler@nd.edu

• @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/