An introductory presentation to some key trends affecting advertising and digital marketing, and how they can help non-profit / charitable organisations. Presented to Barcamp Nonprofits, Oxford, Nov 2010.

1. © 2010 Perini Networks Europe Ltd.
ADVERTISING FOR
NOT-FOR-PROFIT
ORGANISATIONS
Paul Squires
Managing Director, Perera

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Digital agency, based in central Oxford
Formed 2010
Part of Perini media group
- Creative (Perera)
- Advertising sales/service (Xpeso)
- Publishing (Imperica)
www.pereramedia.com
Twitter @pereramedia
ABOUT PERERA

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Display advertising
Content marketing
Video (viral)
Forums
Apps
Search/SEO/PPC
Location-awareness
Email
DOOH
THERE'S A LOT GOING ON...
Obligatory Minestrone Soup graphic

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HOW DO YOU BUILD DIFFERENTIATION?

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Elly Woolston, DMS (NMA 02/09/10)
[…] with many charities unprepared for the huge rise of social media,
there are still few embracing Twitter, Facebook and video content,
which has led to many missing out on a huge audience of social
media users. As such, charities need to step outside of their comfort
zones and resist rolling out the same tried-and-tested campaigns.
If charities are to truly engage donors, they must standout among
their competitors. Understandably, each brand is different and what
might work for one might not for another, but the key is to identify the
right content and the right platform for the target donor.
CONTEXT
… and measure, report...

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ATTRACTING MORE CUSTOMERS
How do you find the right people?
Twitter infographic: David McCandless

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TOUCHPOINTS, TRANSMEDIA,
AND TRANSFORMATION

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Touchpoints
Maximising the impact
of marketing and sales
activities
Spengler/Wirt 2009
CONTEXT

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CONTEXT
Transmedia
In this model, there would be an evolving
non-linear brand narrative. Different
channels could be used to communicate
different, self-contained elements of the
brand narrative that build to create an
larger brand world. Consumers then pull
different parts of the story together
themselves.The beauty of this is that it is
designed to generate brand
communities, in the same way that The
Matrix generates knowledge
communities, as consumers come
together to share elements of the
narrative. It has a word of mouth driver
built in.
http://farisyakob.typepad.com/blog/2006/
10/transmedia_plan.html

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CONTEXT
Transmedia
One of the huge challenges of scripting
and storybibling great transmedia lies in
the triggers that move audience from
platform to platform seamlessly.
There’s heaps of analysis out there
looking at audience behaviors, UX, UI,
platforms, primary platforms and
narratives and how they all mix into the
pot of creating great transmedia. The fact
is that a transmedia experience will
naturally move audience, progressing
them across platforms – with relevance
and almost subconsciously.
http://storycentraldigital.wordpress.com/2
010/09/19/transmedia-transmafia-hype-
hyperbole-or-buzz-and-bt/

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CONTEXT
Transmedia
The viewers/participants who entered The
Art of the Heist by seeing the CCTV
‘footage’ of the Audi being stolen naturally
weren’t surprised to see it reported in
newspapers, featuring in car magazines.
‘Players’ who first came across the blog
site of characters in The Art of the Heist
were drawn to engage with the
experience through blog links and might
have came across the CCTV footage
later. The point is, at no stage was a
‘map’ supplied. At no time was the
magic blitzed by heralding this as a
transmedia experience.
http://storycentraldigital.wordpress.com/2
010/09/19/transmedia-transmafia-hype-
hyperbole-or-buzz-and-bt/

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CONTEXT
Transmedia
It's not a new idea...
… there's just a greater potential
for creativity across a wider (+
deeper) range of channels
Pimania, Automata 1982

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CONTEXT
Transformation
The 'Revolution Vodka Girls' charity
calendar has been produced to mark the
launch of the site, using female bar staff
posing with a vodka bottle.
[…]
All proceeds from the calendar will go to
The Factory Foundation, which provides
free music workshops for disadvantaged
children and young people..
http://www.brandrepublic.com/news/104
1911/Revolution-publishes-vodka-
calendar-showcase-online-shop/?
DCMP=ILC-SEARCH

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CONTEXT
Transformation
BBH – St.John's Ambulance
The ad presents a family sitting and eating
popcorn together. One of the two young
daughters begins to choke on a piece of
popcorn, while her mother and father try to help
her and her sister screams. The distraught
mother looks to the real cinema audience for
help, at which point an actress stands up in the
auditorium saying that she knows what to do.
She runs down the aisle and behind the screen,
before appearing in the film. She then uses first
aid and saves the girl’s life.
http://www.campaignlive.co.uk/news/1038817/St
-John-Ambulance-targets-cinema-goers-
interactive-film/?DCMP=ILC-SEARCH

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CONTEXT
Where the interesting stuff happens

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