An integrated campaign is a 'sequence of individual, coordinated market events that share a common audience profile and messaging theme'. At the end of the day, an integrated campaign takes one strategic, creative idea and applies it to different channels, respecting that channel for the job it’s meant to do. It’s about consistency. It’s about being where your donor is – communicating with them in a way that suits them, and offering them choice in how they want to communicate with you. It takes a comprehensive understanding of all media, creative, strategy, production and data to bring an integrated campaign to life. This session will outline the process required to create an effective integrated campaign and present case studies of effective integrated campaigns created by Stephen Thomas Ltd.
Exploring the Future Potential of AI-Enabled Smartphone Processors
Building Integrated Campaigns / Julie Fiorini, Stephen Thomas
1. Building Integrated
Campaigns
Julie Fiorini
Director, Digital Marketing
Stephen Thomas Ltd
2. About Me
• 10+ years in digital
marketing space
• Non-profit experience:
Heart & Stroke, SickKids
• For-profit experience:
TC Media, AIR MILES
• Volunteer: Concerned
Friends, Make-A-Wish
• ♥ Music/Movies/Golf ♥
3. About Stephen Thomas Ltd
• A full service marketing communications &
fundraising agency, dedicated to the not-for-
profit sector
• In business for over 30 years; working across
all channels – mass, online, direct
• Clients include Canadian Cancer Society,
Doctors Without Borders, Kids Help Phone,
Canadian Diabetes Association, Muscular
Dystrophy Foundation, Osteoporosis Canada,
Sick Kids, Food Banks Canada, NDP, Friends
of Canadian Broadcasting and more...
4. From fragmentation to wholeness
“The need for Integrated Marketing derives
from the enormously fragmented world of
the modern large organization and
stakeholder experience.
CentreforIntegratedMarketing.com
5. From fragmentation to wholeness
Integrated Marketing is a holistic discipline
where the whole is present in each part, as
in DNA, to develop congruent, sustainable
and high-value brand experience for all
stakeholders.”
CentreforIntegratedMarketing.com
10. Strategy
What’s your Who’s Your How will you know
objective? Audience? you are successful?
Branding – raise Women 35 – 55 Aided /unaided recall
awareness of your
cause Boomers Mentions in social
media
Promotions – increase Men 18 – 29
participation at an Press mentions /
event Youth news stories
Raise money – donate Website traffic
to the cause
Break-even / ROI
Grow your base -
sign-up for something Number of supporters
Revenue
25. Is there any way for someone from Patient Relations to send me an email? I would rather not have them call but I need them to be aware of a situation. My email is horsie.47@hotmal.com
37. Your online presence is the ‘hub’
of integrated marketing
• It’s your first
opportunity to impress
your visitors
• Be consistent across all
properties
• ‘Enchant’ your visitors
49. All of these campaigns had
1 thing in common:
THEY MADE MONEY
50. Integration is NOT simply the
same visual or tagline being
shared across all channels.
That’s REPLICATION.
51. Integration is a core idea
executed differently across
all media in way that
respects the channel and its
audience.
52. Your digital DNA
1. Strategy forms the foundation of your
integrated marketing & fundraising activities
53. Your digital DNA
1. Strategy forms the foundation of your
integrated marketing & fundraising activities
2. A big idea that is simple and actionable will
make you stand out
54. Your digital DNA
1. Strategy forms the foundation of your
integrated marketing & fundraising activities
2. A big idea that is simple and actionable will
make you stand out
3. A mix of traditional and digital media
channels drives awareness
55. Your digital DNA
1. Strategy forms the foundation of your
integrated marketing & fundraising activities
2. A big idea that is simple and actionable will
make you stand out
3. A mix of traditional and digital media
channels drives awareness
4. 1:1 communications drive actions
56. Your digital DNA
1. Strategy forms the foundation of your
integrated marketing & fundraising activities
2. A big idea that is simple and actionable will
make you stand out
3. A mix of traditional and digital media
channels drives awareness
4. 1:1 communications drive actions
5. Online, be your best self and draw visitors in
57.
58. Thank You
For more information, contact:
Julie Fiorini
Director, Digital Marketing
Stephen Thomas Ltd
julief@stephenthomas.ca
www.stephenthomas.ca
@ST_Digital