Overview of a social media project being undertaken on behalf of St Ann's Hospice, Greater Manchester - and the Manchester Midnight Walk

1. COMMUNITY PROJECT
St Ann’s Hospice, Greater Manchester

2. About St Ann’s Hospice
Greater Manchester’s largest hospice
Established nearly 40 years ago
Provides palliative care for those with
progressive diseases & life threatening
illnesses
Majority of patients are admitted with
cancer related illnesses - but the
services are open to those with non-
cancer related illnesses

3. Serves a population of approximately
1.2 million people
Over 3,000 use the hospice’s services
each year
Average length of patient’s stay is 14
days
Employs over 300 staff and has 700+
volunteers

4. Funding
NHS contributes just over 35% of the
£9 million running costs
£6 million of income required from
fundraising
£16,000 of donations needed each day

5. Fundraising
Manchester Midnight Walk
St Ann’s Hospice Shops
Tree of Lights
Lock Up Your Boss
Christmas is Coming Concert
Overseas Challenges
St Ann’s Hospice Lottery

6. Manchester Midnight Walk
Established in 2007
Largest fundraising event organised
by the St Ann’s Hospice
10 km walk around Manchester city
centre, starting at midnight
Raised in the region of £250,000 in
the first two years

7. Manchester Midnight Walk
2009
Launched with PJ Parade Flash Mob
Over 3200 walkers
Raised in the region of £200,000

8. Manchester Midnight Walk
2010
Friday 2nd July 2010
Registration already open
Early bird entry fee £12
Target is to have 4000 walkers at this
year’s event
manchestermidnightwalk.org.uk

9. Manchester Midnight Walk
Promotion
Static website - Web 1.0
Newsletters
E-mail marketing
Posters
‘Traditional’ media channels
Word of mouth

10. St Ann’s Hospice & Social
Media
Twitter
Facebook
Picasa
YouTube
Why?

11. Other online presences
St Ann’s Hospice website | sah.org.uk
buy.at
eBay UK
Just Giving

12. Initial project brief
Audit of current social media activities
Blueprint of how to manage social
media within across St Ann’s Hospice
Produce social media toolkits for staff
and supporters
Development of social media activities
surrounding the Manchester Midnight
Walk 2010
Image c/o

13. Project overview
Facilitate social media education in various forms
Deployment of activities across multiple social media
channels to promote Manchester Midnight Walk
Monitoring and measuring of social media activities to
promote Manchester Midnight Walk
Follow up interviews with staff and supporters about
social media usage etc.
Image c/o Matt Hamm

14. Project timeline
December 2009 | Initial client meeting
January 2010 | Follow up meeting and project
finalised. Start of social media ‘training’
February 2010 | Education activities to continue and
begin social media promotional activities surrounding
Manchester Midnight Walk.
March 2010 | Social media promotional activities
surrounding Manchester Midnight Walk continued
April 2010 | Review of all activities
May 2010 | Project completed
Image c/o Felinenoir.com

15. Potential issues
Scheduling of activity especially the
shooting of the video material
Communication between all parties -
ensuring no overlap of activities
Lack of willingness to engage by
supporters etc.
Image c/o The Jez Page

16. Expected outputs
Materials for ongoing use and
development of social media activity
across St Ann’s Hospice
Metrics from Google Analytics,
Facebook, YouTube, blogger
engagement and Twitter
Walker recruitment statistics
Feedback obtained through interviews
Image c/o kevinzhengli

17. Any questions?

18. Further information
@
Web | manchestermidnightwalk.org.uk
Twitter | @midnightwalk -
#night2remember
Facebook | facebook.com/
ManchesterMidnightWalk
YouTube | youtube.com/stannshospiceuk