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

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Background

• About Volunteer Canada• About Manulife Financial• How we made a connection

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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?

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Take-home points

• rethink. = Insights

• rework. = Balance

• reaffirm. = Walk the talk

• reengage. = It’s personal!

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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.

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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.

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Driving vision,

mission, and values?

Ownership & building a

sustainable platform

rework. Balance.

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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...

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reaffirm. Walk the Talk.

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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!

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ResearchLaunch

CampaignLaunch Families

Employer-SupportedVolunteers

Boomers Youth

Campaign Activation

Momentum + retention + audience re-engagement

Measuring Success

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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

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Volunteer Matching Tool

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Volunteer Quiz (VQ)

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Action Bénévole! Canada

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Get Volunteering FB Community

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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)

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Thank you

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