SOS Children’s Villages

Integrated Marketing Strategy2016 - 2017

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Graphs

Objectives and Goals

Strategy

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TacticsContent Marketing Plan to be delivered across all identified suitable platforms and media

REACH ACT CONVERT ENGAGE

Current Situation AnalysisSegment and target market analysis for SOS Children’s Villages

Competitor Benchmarking: How other local and global charities promote their cause

Analyse SOS Children’s Villages current Market Strategy

Brand: Position SOS Children’s Villages as the main charity creating an ongoing safe- haven for vulnerable children and communities

Increase individual donations, gifts and sponsorships by 100% by the end of the year.

Identify potential maximum value of all market segments

Positioning: Most active charity with global reach

Targeted Content Marketing Strategy

Selection of appropriate Platforms and media relevant to communication plan and target audience based on Metrics and Benchmarking

Social Media :>Build Awareness>Set Goals for fans, leads and donations, sponsorships through engagement>Encourage repeat visit and strengthen Brand

METRICS: Review performance and evaluate strategy for each channel / medium at set milestones

Brand: Increase awareness across all available online / offline platforms and media for identified target audiences

Increase Grant, Corporate, HNWI, Institution, Trust and Foundation donations with focus on unrestricted

Email Marketing:>Targeted Emails to identified target audiences >Newsletters>Event triggered email marketing

SOS Children’s Villages Market Strategy

Achieve at least 150% ROI on all Initiatives, Campaigns

Website:Clear information about what SOS Children’s Villages do and options for Donations, Sponsorships and other ways of getting involved. SEO.

PR (Reputation)Promote activities and events through PRDirect MarketingEvents, Galas, Promotions, Mail, Competitions (chance to visit)

Advertising:Online, SEM, Print, Radio, TV. Create ads according to target audience and objective

SWAT Analysis of SOS Children’s Villages (Strengths, Weaknesses, Opportunities, Threats)

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Overall Marketing Objective• To Support all Channels of Fundraising and increase Income

Marketing Strategy• Establish and build brand awareness in the public domain, drive the

public’s affinity with our brand, strengthen our case for support across all our target audiences and ultimately increase income.

Marketing Tactics• Use all identified channels to create awareness, engage audience and

increase income

Who is our Audience (Target Groups)1. General public: • Volunteers (Time Availability)• Families with young children• Groups with disposable income (ABC1’s between 25 and 54)

Marketing Objective and Strategy

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2. Corporates3. HNWI4. Government (Grants)5. Organisations that allocate funds for charitable purposes (National

Lottery, Local authorities)6. Institutions (Religious Groups, Educational institutions etc.)7. Trusts and Foundations

Influence on Audiences and result of Marketing Campaigns• SOS Children’s villages makes an ongoing long term difference in

vulnerable children's and communities lives around the world (and the UK in the near future)

• Help overcome resistance in donating online and committing to unrestricted donations / funds

Metrics Measurement• Relevant to Initiative and Goals set

Marketing Strategies and Objectives

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Objectives• To present clear information about SOS’s Children’s villages cause and scope• To simplify the donation, sponsorship process• To create trust and engagement with the audience• To increase natural visibility online (SEO)• To be the online hub for the Content Marketing Plan• Capture a variety of valuable customer / visitor data• Merchandise• Loyalty rewards

Implementation• Re-design website, functionality and content, SEO• Connect CRM for Database Management (valuable up to date customer information)

Target Audience: Online donations and sponsorships.

As a broader goal it strengthens Brand presence and offers all relevant information about SOS Children’s villages and its cause.

Metrics Measurement through implementation of analytics

Website Strategy

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Media Include:Broadcast (Local Radio, Television) Print (Local and National magazines and newspapers, In-house magazines for larger companies)Online (Google, Affiliates, Partners)It would require research and metrics to identify and assess the suitability of each of the options.

Reach and FrequencyRelevant to SOS planned events, seasonal, ongoing for online media with seasonal boosts

Target AudienceGeneral Public but helps increase awareness across the board

Metrics Measurement through coded initiatives with call to action (Website, Social, Phone)

Media Strategy

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ObjectivesObtain coverage and promote the cause of SOS Children’s Villages

PR StrategyInitiatives: Using specific examples of helping communities and the positive long term outcomes, before and after stories, current crisis help stories, events. Get interviews or story coverage on broadcast, print and online media.

Target AudienceAll target Audiences. Strengthens Brand reputation and credibility, initiates reciprocal PR and facilitates the enrollment of public figures.

Metrics Measurement: Awareness and comprehension of cause, better response to cross channel initiatives and campaigns.

Public Relations Strategy

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This includes Social Media, Emails and Events

ObjectivesSet specific goals across various platforms and media, deliver Marketing Content Plan across all channels, engage target group

Social media: Initiatives: Content delivery from PR, Events, Help initiatives, call to action (natural disaster), competitions, thanking donors and sponsors

Target audience: Online general public

Metrics Measurement: Likes, comments, retweets, favourites, links –> landing pages

Direct Marketing Strategy

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Email Marketing:Initiatives: Event, initiative triggered emails, newsletters, reminders, need triggered emails

Target audience: Online audience, Institutions, Trusts and foundations depending on content of email

Metrics Measurement: Click-throughs to landing page, visitor path, donations / sponsorships

Direct Marketing Strategy

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Events, Galas, MeetingsExample Initiatives: Jeans for Genes, Change for Change, Sport events, Involve Celebrities and HNWI in events, Annual Charity Upmarket Gala, Fundreaisers, Meetings with Decision makers at Corporate etc

Target audience: Online General Public, Corporates, HNWI, Institutions, Trusts and Foundations

Metrics Measurement: PR coverage, content for use across channels, donations / sponsorships / gifts

Direct Marketing Strategy

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Marketing Budget % allocation to tactics

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Website; 30%

PR; 20%DM; 25%

Advertising; 25%

Website PR DM Advertising

Broadcast; 50%

Print; 20%

Online; 30%

Broadcast

Print

Online

Advertising % allocation

• Expected ROI % should be no less than 150% on moneys spend.

Example Net Gain of 100, spent 40, ROI 150%

• ROI on other channels such as social media will have to be calculated against realistic audience engagement goals

Target % MROI

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Thank you for your time

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