For Class.

1. BOSCO UgandaInterterm Intensive

2. How today is going to work?

3. 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

4. 12 years in digital 10 years as a marketer donschindler.com don.schindler@nd.edu @donschindler Don Schindler

5. Breaking Down a Strategic Marketing Plan

6. Objectives What does your client want you to do?

7. Who is this? To be Earth's most customer-centric company where people can find and discover anything they want to buy online.

8. Who is this? To be Earth's most customer-centric company where people can find and discover anything they want to buy online.

9. Marketing Goals Must be numbered based. Should be tied closely to Objectives. Should be a stretch goal but not unreasonable.

10. Market Research How does the marketplace look? Who is your chief competition?

11. 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? Target Audience Profile

12. Why Do They Matter? Demographics Female White Affluent Two Kids in High School / College Makes decisions on finances

13. What Do They Believe Now? About: The Issue The Potential Solutions Your Potential Solution Your Company

14. Where Do They Get Their Info? TV Programs Newspaper Magazines Online News Sites Social Networking Direct Mail Mommy Blogs Donation Sites

15. Who Do They Trust? Other Moms News Websites Advertising Celebrities

16. What Will Move Them? Sympathy Guilt Laughter Peer Testimonials

17. What Do We Want Them To Do? Donate/ Pledge Volunteer Share Story Stay Connected

18. Why Won’t They Do It Lack of Awareness Lack of Connectedness Lack of Ability (charity doesn’t allow easy online giving)

19. Key InsightTarget Audience Story

20. 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

21. Tactics – Your Marketing Mix Print Brochures, Flyers Digital Websites, blogs, email Video & Photography YouTube, Flickr Advertising TV, Radio, Search Social Media Facebook, Linkedin, Twitter

22. Measurement ROI Revenue from Investment – Cost of Investment Cost of Investment $200,000 – $15,000 $15,000 = 12.33 (Good) $200,000 – $115,000 $115,000 = .74 (Not so good)

23. Tactic Measurement A “Like” is not a measurement unless it is tied to sales.

24. Analytics

25. Tactic Adjustment

26. Phased Approach

27. 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?

28. Creative Briefs

29. Marketing Rollout Calendars

30. Marketing Editorial Calendars

31. BOSCO Uganda Overview

32. BOSCO Uganda Strategic Marketing Brief

33. 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.

34. 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

35. Market Research

36. Market Research

37. 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.

38. Digital Footprint

39. Social Footprint

40. Other Charities

41. Other Charities

42. Target Audience Donors (Women give more than men) Catholics Potential Partners (USAID) Scholars Funding Agencies People with interest in African politics

43. Why They Matter Women/Catholics Financial Giving Advocates to spread the message

44. 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

45. How Do They Get Their Info? Women/Catholics Internet News TV News / Talk Shows Social Networks Word of Mouth Churches Email Lists

46. Who Do They Trust? Women/Catholics Peers Churches TV News Internet News Social Network

47. 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

48. 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

49. 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

50. The Story Factor

51. 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

52. Who I Am / Who We Are Story

53. Why I’m Here / Why We AreHere Story

54. They use the computer like me to communicate. They also do other things that I do. The Vision Story

55. Values in Action Story

56. BOSCO Uganda Assignment

57. 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.

58. 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

59. Traditional and Digital Marketing Mix

60. How Marketing Has Changed

61. Social Media Revolution

62. Print Materials Brochure Flyers Direct Mailers Invites Business Cards Annual Reports Business Letterhead

63. 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.

64. Digital Footprint

65. Digital Footprint

66. 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

67. Your audiences expect your digital presence

68. Your audience has an audience How many people know that he really dislikes being here?

69. Digital Materials Website Blogs

70. The Portal

71. Website Should have: CMS Good design CALL TO ACTION Analytics Search Engine Friendly Mobile

72. Content Management System

73. Design is power too.

74. CALL TO ACTION – Join, sign-up email, get listed

75. Google Analytics

76. Does it speak search engine?

77. How search engines work Inbound links Domain name URL Keyword Density/Research SEOMOZ.org

78. Direct Mail Use landing pages on website Use social media for other places to connect Offer incentives for following (member discounts)

79. Landing Page

80. Landing Pages

81. Don’t forget Mobile (first screen)

82. 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

83. Email Marketing

84. Blacklisted

85. Tracking

86. Test, test, test

87. How often should you send? Make sure you have something relevant to say. Test, test, test.

88. Tip: Don’t blow everything on the website and nothing on outreach

89. Be Found Everywhere

90. Strategy – Be Found Everywhere

91. Search Marketing Google Ads

92. Rankchecker

93. Google Adwords – Keyword Research

94. Google Analytics will tell you

95. Keyword Density tools

96. Linkedin

97. BOSCO Uganda Linkedin

98. 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

99. over 750 million Facebook

103. Facebook brings More conversations More personality More chances to get into their “life” stream than other pieces

104. 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

105. What to delete People should be able to vent but not attack or curse Be careful what you delete Put up a facebook policy

106. 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

107. Using iframes on facebook

108. BRAND NEW - Subscribe

109. Facebook Ads

110. Facebook Ads

111. Twitter

112. Twitter Page

113. 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

114. what is this?

115. CONS Lots and lots of noises Bots Interface is not friendly No SEO Twitter will disappear – need your list to engage in other places

116. Bots

117. Google+

119. Google+ started with lists

120. 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. jeremiahowyang

121. Vontoo Calls

122. Video

123. Photo Sites

124. Fundraising Tools

125. Charity Directories

126. Dealing with No/Limited Budget

127. Recap and Q & A

128. 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.

129. 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

130. Need me? don.schindler@nd.edu @donschindler 574-387-1688 Don Schindler

131. 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/