This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
1. Brand communications with impact Rachel Picken, MPAD
#ThriveThirdSector @RachelPickenwww.mpad.co.uk
2. Cornwalls VCSE A Crowded Marketplace Charity canvasser
exercise @RachelPickenwww.mpad.co.uk
3. @RachelPickenwww.mpad.co.uk
4. Charity brand index 2014 1. Cancer Research UK (3) 2. Royal
British Legion (5) 3. Macmillan (1) 4. BBC Children inNeed (11) 5.
British Heart Foundation (7) 6. RSPCA (12) 7. Marie Curie Cancer
Care (13) 8. Comic Relief (9) 9. Help for Heroes (4) 10. NSPCC (8)
@RachelPickenwww.mpad.co.uk
5. What can we learn from the Big 3? Cancer Research UK Royal
British Legion Macmillan @RachelPickenwww.mpad.co.uk
6. Cancer Research UK: Be Bold and Brave
@RachelPickenwww.mpad.co.uk
7. Cancer Research UK: During this financial year 12/13 we
expect to spend 687,000 on refreshing our brand. This cost is less
than 0.2% of our annual income budgeted for this period. And over 5
years, we expect this to equate to 0.03% of our projected income.
This gives us a lot of confidence that the benefits of undertaking
this change will easily outweigh the upfront investment.
@RachelPickenwww.mpad.co.uk
9. RBLs Poppy Appeal is Britains most trusted brand 2014 The
British public trusts The Royal British Legion Poppy Appeal more
than any other brand, according to a new survey. The Poppy Appeal
tops the list of the UKs 20 most trusted brands compiled from a
survey of over 3,000 people in the UK between the ages of 18 and
74. @RachelPickenwww.mpad.co.uk
10. Macmillan: Establish why you are different from your
competitors. @RachelPickenwww.mpad.co.uk
11. @RachelPickenwww.mpad.co.uk The space Macmillan wanted to
occupy Rebrand in 2004
12. @RachelPickenwww.mpad.co.uk Life Force Macmillan Brand
Idea
13. @RachelPickenwww.mpad.co.uk
14. Macmillan: The Results Cost: 120,000 2004: From ranked as
28th most memorable charity to 8th in Charity Awareness Monitor No
1 in 2013 Income increased 20% increase in fundraising. From 97.7m
2005 to 118m. @RachelPickenwww.mpad.co.uk
15. Macmillan received 3m, but accused of hijacking the craze.
(Had been criticised for being too slow on the uptake of the
#NoMakeUpSelfie). @RachelPickenwww.mpad.co.uk
16. Comms trends for 2015 @MarkPickenwww.mpad.co.uk
17. Keep it authentic. Charities are not immune from criticism
@Rachel Pickenwww.mpad.co.uk
18. Embrace online but dont neglect traditional channels
@RachelPickenwww.mpad.co.uk
19. Get ready, be Agile. Are you ready for your Ice Bucket
Challenge? @RachelPickenwww.mpad.co.uk
20. But dont be cookie cutter @RachelPickenwww.mpad.co.uk
21. How can you get the most out of communications? It should
start with a strategy. @RachelPickenwww.mpad.co.uk
22. Focus on outcomes rather than outputs. Not just about
coverage and social media noise. Its about organisational
objectives e.g. volunteer numbers, fundraising income or membership
numbers @RachelPickenwww.mpad.co.uk
23. @RachelPickenwww.mpad.co.uk
24. Thank you. Your questions are welcome
@RachelPickenwww.mpad.co.uk