I N T E G R AT I O N AT U N I C E F U K

P H A S E 1 – E M B E D D I N G A

C U LT U R E O F I N T E G R AT I O N

?

activity

activity

activityactivity

activity

activity activity

activity

activity

W E H A D A N I N T E G R A T E D M A R K E T I N G

G R O U P …

…but not much integrated marketing!

S T E P 1 – B U I L D T H E C A S E

Show people want it

Show we need it

Show it can be done

S H O W P E O P L E WA N T I T

“Need to break down

silos, loosen up on ‘your

KPIs’ and ‘my KPIs’ –

we’re all in it together.”

“We’re not integrated from

our audiences perspective

– silo working means

they’re not at core of our

marketing.”

“We’re doing quite well at

working towards integration

but we have not clearly

defined what we mean by

integration, what the group

is and why its here.”“We need to identify

the key issues that

we want to crack in

the next 12 months

and focus on those.”

“I think there needs to be

stronger emphasis on

IMG’s role being to forward

plan and integrate all our

external marketing

communications activities

across the whole

organisation.”

“We don't give ourselves time

and space to resolve the difficult

issues, have discussions and

arguments, get resolution.”

S H O W I T C A N B E D O N E

Share case studies with different approaches

Invite in external speakers who have done it

S H O W W E N E E D I T

Fit with strategy and organisational values

Nessesary to achieve our objectives – embed it in the plan

In line with our ‘Common Approach’

Evidence – brand tracking / market research

Make it memorable / shocking to challenge internal

assumptions. Most people in the UK don’t know Unicef is for

children!

S T E P 2 – AG R E E A D E F I N I T I O N

Unicef UK’s definition of integrated marketing

We are committed to working together to proactively plan our mass public communications and marketing.

We are joined-up in everything we do that reaches the British public, aiming to recruit more loyal supporters for Unicef UK.

We are dedicated to developing campaigns and integrated moments that work together in unity, rather than in isolation.

We are committed to prioritising – doing fewer things, bigger and better – so we use our resources more effectively.

S T E P 3 – C R E AT E T O O L S

Annual marketing ‘framework’ (strategy?):

Definition of integration and integration-related objectives for the

year

Objectives across key strategic areas – income, influence and brand

Organisation-wide target audience strategy and pen portraits

Over-arching narrative / messages

Priority projects – objectives, messages, milestones, key people

responsible

S T E P 3 – C R E AT E T O O L S

Marketing calendar

Corporates

Skyscraper

‘launch’

moment25th CRC

anniversary -

SOWC

Q1

Q2

Q3

Q4

Advocacy Fundraising Sport UK

Christmas

appeal

Emergencies

Trafficking action

launch

Winter

Appeal

Christmas

moment

‘Seeding

and

weaving’

phase

starts

‘Driving’

phase

starts

Games

Time

Opening

Ceremony

Integrated campaign

‘Developing’

phase

Market

research

Live Below

the Line

3rd

anniversary

Syria Art

project

Herald

appeal

launch

Baby I love you

launch

Ticket

launch

Match

day

Barclays

Wheels for

Change

launch

Day for

Change

Pampers

1 pack=

1 vaccine

Halloween

Ball

Sports Day

activities

BFI

conference

Child Rights

Journey

launchEasyjet

summer

campaign

Easyjet

winter

campaign

QBR back

in UK

Preventing

Sexual

Violence

Initiative

Celebrate

for Soccer

Aid

Trafficking

Bill

Syria DRTV

Syria DRTV

England

football

partnership

launch (Team

UNICEF)

I

N

T

E

G

R

A

T

E

D

C

A

M

P

A

I

G

N

S

O

C

C

E

R

A

I

D

C

O

M

M

O

N

W

E

A

L

T

H

G

A

M

E

S

S

Y

R

I

A

T H E Y E A R A T A G L A N C E

S T E P 3 – C R E AT E T O O L S

Project Marketing plan template:

Overview and objectives

Marcomms external moments / milestones

Key messages

Audit of existing content and new content required

Marcomms activity grid:

Risks

Evaluation

Sign-off

Activity title Audience Objective(s) Activity summary & key

message

Call to action Channel /

media

Activity

dates

Targets

(KPIs)

Budget

P H A S E T W O –

A N I N T E G R AT E D C A M PA I G N

?

activity

activity

activityactivity

activity

activity activity

activity

activity

activity

activity

activityactivity

activity

activity activity

activity

activity

FOR EVERY CHILD

IN DANGER

RIGHT NOW,

CHILDREN ARE

IN DANGER

T H E B I G F I V E

D A N G E R S F A C I N G

C H I L D R E N T O D A Y

1. Violence,

exploitation and

abuse

2. Disease

3. Hunger and

malnutrition

4. War and conflict

5. Disasters

WE HAVE THE

POWER TO

CHANGE THAT.

AND WE WON’T

STOP TILL EVERY

CHILD IS SAFE.

C A M PA I G N F I L M

W H Y A C A M PA I G N ?

Rooted in ambitious and inspirational impact for children – good for both

internal and external positioning.

Avoided it becoming too much about ‘brand’.

A large, but defined, programme of activity – 80%+ of everything we do over

5 years.

A fresh focus to engage people with, internally and externally, with a ‘launch’

moment and planned peaks of activity.

W H AT ’ S W O R K I N G W E L L

Immediate results – best every Christmas fundraising appeal, advocacy

impact.

Much longer-term planning e.g. more clarity on peak moments.

Increased opportunities to engage partners etc in a timely way.

New narrative look and feel working effectively across all activity.

Senior staff are advocates for campaign, externally and internally.

More day to day comms planning and sequencing of activities, using our

new planning tool.

DAY B Y DAY P L A N N I N G T O O L

Marketing sequencing grid

C H A L L E N G E S

How to take integration to the next level? More proactive planning together,

rather than retrofitting.

How to prioritise more rigorously and say no to some opportunities if they

don’t fit? Weighing up long-term impact against short-term results.

How to balance multiple objectives for specific pieces of activity?

How to mainstream the campaign and an integrated approach into our

DNA?

How to stay on top / ahead of the changes in the external marketing and

media environment that are driving the need for integration?

Visit the CharityComms website to

view slides from past events, see

what events we have coming up

and to check out what else we do.

www.charitycomms.org.uk

Integration:breaking down the silos

Conference

26 February 2015

London

#integratedcomms

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