www.charitycomms.org.uk/events

1. Charity, GSOH,
own car, unlucky
in love, would like
to meet…..

2. We’ve never had it so good…..

3. “I’m not hard to reach, I’m sitting right here”
Muslim gentleman at community consultation meeting,
south London

4. The basic questions
• What are we trying to do?
• Who do we need to do it to / with?
• What are the most direct routes for reaching them?
• Where can communications help?

5. Know your audiences

6. Our approach
1 2 3 4
Scoping the Developing and Implementing Evaluating the
audience and testing the plans the intervention programme
issue

7. The basic questions
• What are we trying to do?
• Who do we need to do it to / with?
• What are the most direct routes for reaching them?
• Where can communications help?

8. How social marketing can help
• Social marketing is an approach used to achieve and
sustain behaviour goals on a range of social issues
• It is a systematic approach to behaviour change which puts
the audience at the heart of any intervention
• Its primary aim is to achieve social good rather than
commercial benefit
− Specific, achievable and manageable behaviour goals for
improving
quality of life, health and well-being and reducing inequalities

9. How social marketing can help
• It’s the approach we recommend when we’re
looking to change the way people think and act
− It’s bottom up, not top down
• It avoids assumptions about what different groups
believe, what will motivate them and what might
stop them

10. Getting to know your audiences
• Who they are What they think
– Age & gender – What they like and dislike
– Socio-economic position – What they want
– Background – What they fear
– Who and what they listen to
Where they are – Do they agree with us?
– Where they go – Do they want to change?
– Local issues – How ready are they to change?
– Competition for their attention – How close are they to changing?
– What is stopping them?
What they do – How do they think we can help?
– What they/their friends do – What do they already know
– What their families do & did about
the issue?

11. Doing the research
Secondary Primary
− Desk research − Recruitment
− Collating existing material − Focus groups
− National and local findings − One to one interviews
− Literature review − Paired interviews
− Vox pops / mystery
− Stakeholder interviews shopping / role playing
− Quantitative research: survey (online,
telephone, face to face)
− ONS, local council
websites and annual
reports, PCT annual
reports, census info,
upmystreet, TGI,
Experian, Google, Mintel

12. Start with free stuff
• Get wilfing on Google
• Local and national government sites, annual reports, white and green papers
• PCTs, quangos, service delivery charities and private companies (e.g. Serco),
audience and cause specific campaigning charities
• ONS, Upmystreet, census info, marketing media
Apply some left field thinking
• Look overseas – Anglophone countries plus Scandinavia and Netherlands
• Find the right bloggers and follow the right rants
• Trendwatching.com, BBC Audience Insight, UK Tribes, think tanks
Pay for insight as a last resort
• TGI, Experian, Mintel

13. Interested parties
Friends and family
Your organisation
Your team

14. Be ruthless
Ability to act High potential
High and willing
Willing to act
Low High
Low potential
and unwilling Low

15. Those you own, those you don’t
Presentation title, 00 Month 2010

16. Influencers and channels
The Guardian
Cinema
Five Live
Daily Mirror
Radio 1
Commuter Daily Express FHM
titles – Metro
What’s
LBC
on TV
Talk radio Skymag
Galaxy FM
The Sun Manchester
GMTV
MSN/Yahoo
16-19 Evening news
Sport Local
Viral/social radio
This Morning
networks Pub Local
Dad talk
papers
Recruitment
sites
Job centre
Personal interest Plus/recruitment
consumer sites

17. Communities of interest

18. Road test your ideas

19. Get going, start conversations

20. Evaluate what matters
Were we right?
Did we target the right audiences?
Did we get them to do what we wanted?
What’s changed?

21. Keep talking