Campaigns on a shoestring budget – lessons...

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Presented by the reputation group

Campaigns on a shoestring budget – lessons learnt

April 2015 - World Social Marketing Conference

Presented by Lelde McCoy

OUR JOB

Strategic communications and social marketing consultants

THE BAD NEWS Lack of consumer trust

Complex issues

High expectations of ROI

More expensive tools

Ever-changing technology

Low engagement Infrastructure

barriers

Funding cuts Hard-to-reach audiences

Fewer staff resources

Increased competition

THE GOOD NEWS

Source: Social Marketing At A Critical Turning Point, The Conference People and Ogilvy PR, 2011

Strategic communications and social marketing consultants Strategic communications and social marketing consultants

54% 51% 46% 41% 38% 35% 31% 30% 30%

Community-‐ based

ini8a8ves and engagement

Peer groups, including online groups and networks

Words of mouth Digital influence (e.g., online,

social networks, mobile)

Collabora8ons across

organisa8ons

Audience collabora8on on content and

advocacy

Storytelling Partnerships/ Sponsorships

Inter-‐ disciplinary integra8on

WHAT WORKS BEST IN A CAMPAIGN

SIX LESSONS TO CREATE A BIGGER IMPACT

FOR LESS MONEY

A SOUND START IS CRITICAL

•  Set goals and develop a roadmap •  Conduct inexpensive market research •  Uncover target audience insights •  Focus on a single behavior you can impact •  Have a multi-disciplinary project leader

CHOOSE SUPPLIERS WISELY

•  Boutique firms/sole practitioners •  Invest money where it matters •  Pro-bono/in-kind contributions •  Extend resources with interns, volunteers and partners

PARTNER WITH THOSE WHO CARE

•  Not everyone wants to partner with you •  Focus on quality and reciprocity •  Conduct grassroots activities •  Engage stakeholders early and often •  Make it easy to be involved •  Consider authentic corporate involvement

DON’T JUST RELY ON COMMUNICATIONS

•  Mass media interventions alone unlikely to change behaviour

•  Identify what “p” in the mix will give you most bang for your buck

•  Incentivise your audience

PR IS POWERFUL AND LOW COST

•  Media publicity works to a formula •  Hyper local and cost effective targeting •  Explosion of media outlets •  Community service announcements

Builds self-efficacy

Practical ‘how-t0’

WIDE VARIETY OF EDITORIAL OPPORTUNTIES

Hard News

Stimulate interpersonal influences via family/peer group conversations

Increases awareness of an issue

Features Opinion Pieces

Set the agenda

Gain grassroots involvement

Creates advocates and discussion communities

Online Community News-letters

Use of case study

THE WINNING FORMULA New research

and stats

Engaging photography

New campaign announcement

Practical tips Expert

spokesperson

SOCIAL MEDIA IS STORYTELLING AT A LOW COST

•  Share your message through stories •  Sharing is as powerful as word-of-mouth •  Need $$ but not a lot •  Cheap to listen to your target audience and

trends •  Multiple ad solutions and hyper-targeting •  Opportunity for crowd-sourcing ideas and

content

THE $5K ‘PAW JUSTICE’ CAMPAIGN

ü  Thorough research and planning ü  Realistic and achievable objectives ü  Great idea that engages communities

ü  Enthusiastic and effective partners ü  Smart PR and social media ü  Solid budget management

INGREDIENTS FOR SUCCESS

thank you and good luck!

Campaigns on a shoestring budget – lessons...

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