bosco uganda interterm intensive project
DESCRIPTION
For Class.TRANSCRIPT
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BOSCO UgandaInterterm Intensive
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How today is going to work?
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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
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Don Schindler
• 12 years in digital
• 10 years as a marketer
• donschindler.com
• @donschindler
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Breaking Down a Strategic Marketing Plan
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Objectives
What does your client want you to do?
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Who is this?
• To be Earth's most customer-centric company where people can find and discover anything they want to buy online.
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Who is this?
• To be Earth's most customer-centric company where people can find and discover anything they want to buy online.
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Marketing Goals
• Must be numbered based.
• Should be tied closely to Objectives.
• Should be a stretch goal but not unreasonable.
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Market Research
How does the marketplace look? Who is
your chief competition?
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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?
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Why Do They Matter?
• Demographics– Female
–White
– Affluent
– Two Kids in High School / College
–Makes decisions on finances
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What Do They Believe Now?
• About:– The Issue
– The Potential Solutions
– Your Potential Solution
– Your Company
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Where Do They Get Their Info?
• TV Programs
• Newspaper
• Magazines
• Online News Sites
• Social Networking
• Direct Mail
• Mommy Blogs
• Donation Sites
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Who Do They Trust?
• Other Moms
• News
• Websites
• Advertising
• Celebrities
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What Will Move Them?
• Sympathy
• Guilt
• Laughter
• Peer Testimonials
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What Do We Want Them To Do?
• Donate / Pledge
• Volunteer
• Share Story
• Stay Connected
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Why Won’t They Do It
• Lack of Awareness
• Lack of Connectedness
• Lack of Ability (charity doesn’t allow easy online giving)
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Key InsightTarget Audience Story
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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
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Tactics – Your Marketing Mix
– Brochures, Flyers
• Digital
– Websites, blogs,
• Video & Photography
– YouTube, Flickr
• Advertising
– TV, Radio, Search
• Social Media
– Facebook, Linkedin,
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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)
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Tactic Measurement
A “Like” is not a measurement unless it is tied to sales.
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Analytics
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Tactic Adjustment
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Phased Approach
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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?
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Creative Briefs
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Marketing Rollout Calendars
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Marketing Editorial Calendars
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BOSCO Uganda Overview
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BOSCO Uganda Strategic Marketing Brief
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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.
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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
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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
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Market Research
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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.
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Digital Footprint
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Social Footprint
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Other Charities
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Other Charities
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Target Audience
• Donors (Women give more than men)
• Catholics
• Potential Partners (USAID)
• Scholars
• Funding Agencies
• People with interest in African politics
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Why They Matter
• Women/Catholics– Financial Giving
– Advocates to spread the message
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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
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How Do They Get Their Info?
• Women/Catholics– Internet News
– TV News / Talk Shows
– Social Networks
–Word of Mouth
– Churches
– Email Lists
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Who Do They Trust?
• Women/Catholics– Peers
– Churches
– TV News
– Internet News
– Social Network
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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
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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
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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
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The Story Factor
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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
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Who I Am / Who We Are Story
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Why I’m Here / Why We Are Here Story
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They use the computer like me to communicate. They
also do other things that I do.
The Vision Story
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Values in Action Story
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BOSCO Uganda Assignment
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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.
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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
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Traditional and Digital Marketing Mix
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How Marketing Has Changed
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Print Materials
• Brochure
• Flyers
• Direct Mailers
• Invites
• Business Cards
• Annual Reports
• Business Letterhead
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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.
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Digital Footprint
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Digital Footprint
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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
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Your audiences expect your digital presence
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Your audience has an audience
How many people know that he really dislikes
being here?
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Digital Materials
• Website
• Blogs
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The Portal
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Website
• Should have:– CMS
– Good design
– CALL TO ACTION
– Analytics
– Search Engine Friendly
– Mobile
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Content Management System
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Design is power too.
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CALL TO ACTION – Join, sign-up email, get listed
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Google Analytics
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Does it speak search engine?
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How search engines work
• Inbound links
• Domain name URL
• Keyword Density/Research
• SEOMOZ.org
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Direct Mail
• Use landing pages on website
• Use social media for other places to connect
• Offer incentives for following (member discounts)
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Landing Page
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Landing Pages
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Don’t forget Mobile (first screen)
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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
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Email Marketing
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Blacklisted
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Tracking
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Test, test, test
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How often should you send?
• Make sure you have something relevant to say.
• Test, test, test.
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Tip: Don’t blow everything on the website and nothing on outreach
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Be Found Everywhere
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Strategy – Be Found Everywhere
My website
Google Adwords
Bing Advertising
Facebook Ads
Facebook Page
TwitterRelevant websites News Sites
Press Release
Direct Mail
Brochures
Posters
Flyers
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Search Marketing
Google Ads
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Rankchecker
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Google Adwords – Keyword Research
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Google Analytics will tell you
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Keyword Density tools
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BOSCO Uganda Linkedin
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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
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over 750 million
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Facebook brings
• More conversations
• More personality
• More chances to get into their “life” stream than other pieces
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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
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What to delete
• People should be able to vent but not attack or curse
• Be careful what you delete
• Put up a facebook policy
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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
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Using iframes on facebook
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BRAND NEW - Subscribe
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Facebook Ads
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Facebook Ads
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Twitter Page
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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
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what is this?
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CONS
• Lots and lots of noises
• Bots
• Interface is not friendly
• No SEO
• Twitter will disappear – need your list to engage in other places
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Bots
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Google+
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Google+ started with lists
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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.
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Vontoo Calls
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Video
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Photo Sites
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Fundraising Tools
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Charity Directories
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Dealing with No/Limited Budget
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Recap and Q & A
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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.
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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
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Don Schindler
• Need me?
• @donschindler
• 574-387-1688
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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/