Lindsay Gormley, Barnardo's Mission Critical: Crafting your communications strategy workshop www.charitycomms.org.uk/events

1. Mission Critical: Crafting
Your Communications
Strategy Workshop
30 May 2012
#CommsStrategy

2. Towards an Integrated
Marketing
Strategy
Lindsay Gormley
Assistant Director of Marketing
30th May 2012

3. Today’s agenda
•Context
•Why is this important?
•Your brand truth
•Audiences
•Objectives
•Your staff
•Process
•Plan
•Make it happen!

4. Context
•Integrated marketing – not easy!
•Organisations often not set up to
accommodate
•But every one different – some
awesome examples out there of people
doing this well!

5. Context
•Aim for this session – drawing on the
lessons I’ve learned I’m going to pose
some questions to help formulate your
thinking
•And suggest a process to follow to
develop your strategy

6. Why is this
important?
AWARENESS As charities we need
to take as many
INTEREST people as possible as
far through this
DESIRE
journey as possible.
One communications
channel alone can’t
ACTION do this.

7. Why is this important?
•Understanding the supporter journey
is key
•Economic reasons, yes good
stewardship and cost savings

8. Why is this important?
•But digital world means organisations
can no longer say different things to
different audiences
•Traditional boundaries are blurring

9. Why is this important?
•Audiences have access to all kinds of
info
•In so many different ways

10. Why is this important?
•Unaddressed this results in
inconsistent and incohesive
communication
•How can you avoid this?

11. Understand your brand
truth
•Being true at every touchpoint is one
of our biggest challenges

12. Understand your brand
truth
•What does brand truth mean?
•What is it that, no matter what, who,
why or where you are communicating,
is always true about you as an
organisation?

13. Understand your brand
truth
•Understanding this is essential
•Underpin everything you do

14. Understand your brand
truth
•Allow you to create sticky brand tools
for the organisation to use as a
framework for communication – not
just for communication colleagues, but
for all staff

15. Audiences
•Who are your audiences?
•How do they differ?
•Do you have a core audience?
•What do you know about them?

16. Audiences
•How do they want to engage with
you?
•Is it easy for them to do this?

17. Audiences
•Which parts of your organisation are
talking to the same people?
•Are they doing it in the same way?

18. Audiences
•Understanding this will help spot
crossover points for integration

19. Objectives
•What are your organisation’s overall
business objectives?
•Yours/colleagues/departmental will
fall out of these
•Where is the sweet spot that you can
work together to achieve a common
goal?

20. Objectives
Focus on the sweetspot in the middle

21. Don’t forget about your
staff
•Your staff should be the biggest brand
champions you have
•Inspire them, excite them, engage
them

22. Don’t forget about your
staff
•Give them tools to use
•And ways to get involved – make your
buck go so much further!
•Make your brand values and purpose
clear and visible

23. Process
•How can you make this stuff happen?
•Set out a process
•Set SMART objectives
•For example:

24. Process
•What’s the business issue that needs
to be solved?
•Decide a simple strategy to achieve
the objective

25. Process
•Find and eliminate barriers to
achieving this strategy
•Turn a business objective into a clear
and achievable goal

26. Process
•Understand your consumer
•Create a big idea that starts with the
business need, not what we want to
say!

27. Process
•Don’t forget about staff!
•Bring it to life at every touchpoint

28. Plan
•Make a plan and make it workable
•Set SMART objectives
•Agree clear roles and responsibilities

29. Plan
•KPI’s – be clear on how you will
manage success
•Monitor and report on progress at
every step of the process

30. Make it happen
•Consider your own behaviors and
those of your team
•Inspire others to work together
•Be clear on what’s in it for them

31. Make it happen
•What’s the greater business benefit?
•Be enthusiastic – and tenacious!
•Test – and learn!

32. Thank you!
Any questions?