Award-winning social marketing case study
-
Upload
graham-machacek -
Category
Documents
-
view
448 -
download
1
description
Transcript of Award-winning social marketing case study
An Integrated National Communications Case Study
rethink. rework. reaffirm. reengage.
Jeronimo De Miguel
AVP, External Relations, Manulife Financial
Graham Machacek
Director, Marketing Comm. & Bus. Dev., Volunteer Canada
May 16, 2012
Award-Winning Campaign
2
Background
• About Volunteer Canada• About Manulife Financial• How we made a connection
3
Voluntary Sector - At A Glance
• About 161,000 non-profit and voluntary organizations in Canada• More than 200 volunteer centres in Canada• 13.3 million volunteers contributing 2.1 billion hours• Annual revenues of about $112-billion• Spotlight on volunteering• Spectrum of engagement• Thin base of support?
4
Take-home points
• rethink. = Insights
• rework. = Balance
• reaffirm. = Walk the talk
• reengage. = It’s personal!
5
rethink. Insights.
Bridging the Gap
• Volunteering is personal• Changes throughout our life cycle• Two-way relationship• Give something, gain something• Group volunteering appeals to all ages• Finding meaningful opportunities isn’t easy
Access the report : www.getvolunteering.ca.
6
Our Campaign Objectives
• To inspire potential volunteers to “Get Volunteering” by visiting Getvolunteering.ca, where they can find volunteer opportunities that match their abilities, skills and interests; inspirational stories of Canadians who are actively involved in their communities; and useful tools and information on volunteering.
• To support the voluntary sector with tools and resources to help organizations better attract and retain today’s volunteers.
7
Driving vision,
mission, and values?
Ownership & building a
sustainable platform
rework. Balance.
8
INSPIRE
- Storytelling- Wants + life stage
SUPPORT
- Build capacity- Custom for cohorts
Engage- Show (don’t tell)
Strategic Framework
Key Audiences
• Public: – Past volunteers (33%)– Youth, Families, Baby Boomers, Employer-Supported volunteers
• Voluntary Sector:– Volunteer Centres– Volunteer-involving organizations
• Other– Influencers– New Canadians– Staff, Governance, Affiliates– More...
9
reaffirm. Walk the Talk.
10
Leveraging network of
insight?
Brand and business
alignment
Delivering Return on
Integrity for client?
Short- and Long-term
sector impact?
Getting the inside onside
What is our role now vs. long-term?
reengage. It’s Personal!
11
ResearchLaunch
CampaignLaunch Families
Employer-SupportedVolunteers
Boomers Youth
Campaign Activation
Momentum + retention + audience re-engagement
Measuring Success
12
Target Actual
Media Impressions (65 Million) 72 million (+ $53,000 in value)
GV.ca (65,000 Unique Visitors) 100,000 uniques , 3 min. average
Matching Tool (25,000 Visitors) 400% increase in usage (42,395 visitors). Now largest DB in Canada.
GV Facebook (5,000 likes) About 11,000 (now over 13K)
Key word search (1%) 5.17% (above industry standard)
Online display ads (0.07%) 0.09% (above charity sector average)
News media (2 National Stories, cross-Canada local coverage)
Multiple national and regional stories across news media platforms. VQ featured on globeandmail.com.
Getvolunteering.ca
13
Volunteer Matching Tool
14
Volunteer Quiz (VQ)
15
Action Bénévole! Canada
16
Get Volunteering FB Community
17
rethink. – again. Final thoughts.
• Power of partnerships : 3-ways, 4-ways, oh my!
• Branding - one size doesn't fit all
• Creating a strategy that is realistic and effective.
• Multiple phases, not one big splash.
• Influencers
• ROIntegrity - align campaign with signature cause
• Meshing internal cultures / work styles
• Technology – great, but expect surprises
• Don't over think (analysis paralysis)
18
Thank you
19