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“In search of the compelling and consistent message:
 How a medium sized faith based charity is building a
      fully integrated communications strategy”

Paul Stein, Director of Fundraising & Marketing Communications,
                        World Jewish Relief
            James Hilton, Joint CEO, Mobile Saatchi
Who are we?


 Paul Stein    James Hilton
What is WJR?
• WJR international development agency

• Supporting vulnerable communities around the
  world

• Responding to international disasters

• Raise £4.2m annually
 WJR’s Performance 2007-2012

   • Fundraising focus
   • Core voluntary income up by 14%
   • Awareness growing too.....
        PR coverage up by 67%
        Unique website visits up by 84%
        Active database up by 42%
   • .....But still so poorly known
Paul Anticoni, CEO, WJR:

“It remains surprising, that for a
charity with an 80 year history, a
£4.2million income and an immensely
marketable programme
portfolio.....WJR appears still to be
poorly known and little understood
within its own community.”
Communications Report, School Year 2011 / 2012
Communications Report, School Year 2011 / 2012


• Inconsistent messaging

• Sterility

• Need to be bolder

• Failure to capitalise on USP
 ‘Complexity’ of WJR’s work

 • Meeting immediate needs

 • Sustainable community development

 • Emergency response

 • Variety of client groups
 Poor Techniques & Infrastructure

• Outsourced PR agency & part time comms
manager

• Poor social media management

• Online income – barely 2%

• Poor quality PR
Paul Anticoni, CEO, WJR:

“We traditionally have only spoken to
people when we want their money or
when they have just parted with it.
Our newsletters are activity driven as
are our press releases... our
messaging has been weak, poorly
focused and with little reference to
really what we do and what we stand
for.”
Paul Anticoni, CEO, WJR:

“We have to win over hearts and
minds and not just exclusively
wallets. We must get members of our
community to believe in what we
stand for and what we wish to achieve
– as a proud Jewish organisation,
underpinned by strong Jewish values,
leading the fight against poverty and
vulnerability amongst our own
community and beyond.”
We use creative thinking to solve business problems.
  We create ruthlessly simple ideas that transform
                      brands.
Our founding principle, Brutal Simplicity of Thought,
            underpins all that we do.
BRUTAL SIMPLICITY OF THOUGHT
It is easier to complicate than
           to simplify.

Simple messages enter the
brain quicker and stay there
           longer.

Brutal Simplicity of Thought
   is therefore a painful
         necessity.
The selling EQUATION
At the heart of Brutal Simplicity of Thought is a
strategic equation which provides the platform
                     for communications:

          SURT               BRAND TRUTH              PROPOSITIO
                                                          N

            Simple
                               A defining truth          Catalyst for
          universally    +                        =
                               about the brand          belief & action
        relevant truth
All components of the communication
    mix are united by a single idea.

   Our central strategy unit brings
  together talent from the different
             disciplines.

This delivers upstream channel agile
              thinking.
Brutal Simplicity of thought in action
SU R T               B R A N D T R U TH         PR O P O S ITIO
                                                          N

                             Dixons.co.uk
Shops are a great          focuses pure ly on
                     +                          =      Visit us last
way of researching            offering the
                              lowest price
The Task
          Position Dixons.co.uk as the only place to go to get the best deal on electricals.

                                           The idea
 Our tech-savvy, male consumers use the services of retailers to educate themselves, but once they
             have decided what they want to buy, go online to hunt for the best price.

     We used this behaviour to our advantage, by actively and honestly embracing it and overtly
                             positioning ourselves within that journey.
                                 “The last place you want to go”

                                             Results
   The campaign launch generated overnight PR and fame for the brand and was in every national
                                   newspaper, on the BBC
and even a documentary about John Lewis. It went on to become the most awarded print campaign of
                                       2010 worldwide
                                    (Global Gunn Report).
SURT                BRAND TRUTH               PROPOSITION



Young people are
                        Havana people live         Nothing Compares
  too busy to      +                         =
                          life to the full            to Havana
    enjoy life
The task
 Create strong emotional involvement and saliency amongst 25-35 year olds. Build brand equity that is also
                                  uniquely ownable by Havana Club.
             Drive global distribution and become one of the top three rum brands in the world.
                                                 the idea
 Cuba has a unique heritage and a love of spontaneity and humanity. Our campaign celebrated this unique
        culture of Havana through an integrated global campaign ‘Nothing Compares to Havana’.
                                                RESULTS
             Sales increased from 2 million cases to 3.4 million cases since campaign launch.
havana-culture.com generated an additional 20,000 visits a month with an average viewing time of 6 minutes
                                (against an industry norm of 2 minutes).
  Havana Club is now the second largest international rum brand worldwide, sold in 34 markets across the
                                                  world.
Havana Cultura website brought alive the spirit of Havana by promoting emerging Cuban artists –
                       musicians, artists, dancers and film producers.
SURT                     BRAND TRUTH                 PROPOSITION




                                                       Coke Zero & Wayne
                           Coke sponsors Wayne          Rooney search for
 Street football is        Rooney, who learnt to       England’s next great
where many kids             play on the streets        talent on the streets
acquire their skills   +                           =
The Task
     Drive awareness and engagement amongst 16-24 year old men by leveraging the sponsorship of Wayne Rooney

                                                             The idea
  The UK’s streets are full of undiscovered football talent so we created and executed Coke Zero’s ‘Street Striker’ campaign
featuring Wayne Rooney. It was a nationwide search for the UK’s best street footballers culminating in a prime time TV show
                     on Sky 1 who agreed to fund the TV show entirely in return for access to Rooney.

 The recruitment campaign and the show was supported by a full PR and marketing campaign led by M&C Saatchi. It was
                 important to capture Coke Zero’s brand value and appeals to our specific target group.

                                                          RESULTS
   A combined audience of 2.9m watched the episodes and the concept has been recognised as one of the year’s most
successful pieces of sports marketing activity. Millward Brown tracking showed that awareness of Rooney’s association with
    Coke Zero shifted from 10% to 40% amongst the target audience of 16-24 year old males as a result of the show.
 Charity Simplicity

                 “I wish more nonprofits would think about their
                 fundraising the way Coca-Cola thinks about
                 marketing. Because they'd raise a lot more
                 money and do a lot more good. The best lesson
                 you can draw from Coke’s marketing is this:
                 talk to donors where they are, not where you
                 want them to be.
                 Something like, ‘Here's your opportunity to
                 make meaningful progress in the fight against
                 cancer.’

                 Simplicity is the new luxury. In a world where
                 everyone’s busy and there’s a lot of
                 uncertainty, you can’t put a price on that.”
 Charity Simplicity


        “So, if major brands are surrounding
        consumers with simplicity messages, might
        that have any spill over effect on fundraising?
        Think about the success of charities like
        Charity:Water or Operation Smile. Is ‘simplicity’
        of solution part of their success?
        And more generically, my mind goes to things
        like simple sentences, simple offers, simple
        navigation. Donors are trained as consumers
        first, donors second.

        Maybe it’s easier to answer the simplicity
        question if we re-phrase it as: What’s the
        advantage of selling complex?!”
        .”
 Charity Simplicity
 Charity Simplicity
 Lessons for WJR

  Key messaging

    • Jewish values
    • Aspiration
    • Sell the clean not the soap
 Lessons for WJR

  Consistency

    • Imagery
    • Font
    • Logo use
 Lessons for WJR

 Segmentation

   • Database analysis by RFV
   • Focus on key segments
   • Right messaging, right time, right targets
 Lessons for WJR

   Structure

     • Integration
     • Passion
     • Multi-channel
Thank You &
Questions

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In search of the compelling and consistent message paul stein - world jewish relief

  • 1. “In search of the compelling and consistent message: How a medium sized faith based charity is building a fully integrated communications strategy” Paul Stein, Director of Fundraising & Marketing Communications, World Jewish Relief James Hilton, Joint CEO, Mobile Saatchi
  • 2. Who are we? Paul Stein James Hilton
  • 3. What is WJR? • WJR international development agency • Supporting vulnerable communities around the world • Responding to international disasters • Raise £4.2m annually
  • 4.  WJR’s Performance 2007-2012 • Fundraising focus • Core voluntary income up by 14% • Awareness growing too.....  PR coverage up by 67%  Unique website visits up by 84%  Active database up by 42% • .....But still so poorly known
  • 5. Paul Anticoni, CEO, WJR: “It remains surprising, that for a charity with an 80 year history, a £4.2million income and an immensely marketable programme portfolio.....WJR appears still to be poorly known and little understood within its own community.”
  • 6. Communications Report, School Year 2011 / 2012 Communications Report, School Year 2011 / 2012 • Inconsistent messaging • Sterility • Need to be bolder • Failure to capitalise on USP
  • 7.  ‘Complexity’ of WJR’s work • Meeting immediate needs • Sustainable community development • Emergency response • Variety of client groups
  • 8.  Poor Techniques & Infrastructure • Outsourced PR agency & part time comms manager • Poor social media management • Online income – barely 2% • Poor quality PR
  • 9. Paul Anticoni, CEO, WJR: “We traditionally have only spoken to people when we want their money or when they have just parted with it. Our newsletters are activity driven as are our press releases... our messaging has been weak, poorly focused and with little reference to really what we do and what we stand for.”
  • 10. Paul Anticoni, CEO, WJR: “We have to win over hearts and minds and not just exclusively wallets. We must get members of our community to believe in what we stand for and what we wish to achieve – as a proud Jewish organisation, underpinned by strong Jewish values, leading the fight against poverty and vulnerability amongst our own community and beyond.”
  • 11.
  • 12. We use creative thinking to solve business problems. We create ruthlessly simple ideas that transform brands. Our founding principle, Brutal Simplicity of Thought, underpins all that we do.
  • 14. It is easier to complicate than to simplify. Simple messages enter the brain quicker and stay there longer. Brutal Simplicity of Thought is therefore a painful necessity.
  • 16. At the heart of Brutal Simplicity of Thought is a strategic equation which provides the platform for communications: SURT BRAND TRUTH PROPOSITIO N Simple A defining truth Catalyst for universally + = about the brand belief & action relevant truth
  • 17. All components of the communication mix are united by a single idea. Our central strategy unit brings together talent from the different disciplines. This delivers upstream channel agile thinking.
  • 18. Brutal Simplicity of thought in action
  • 19. SU R T B R A N D T R U TH PR O P O S ITIO N Dixons.co.uk Shops are a great focuses pure ly on + = Visit us last way of researching offering the lowest price
  • 20. The Task Position Dixons.co.uk as the only place to go to get the best deal on electricals. The idea Our tech-savvy, male consumers use the services of retailers to educate themselves, but once they have decided what they want to buy, go online to hunt for the best price. We used this behaviour to our advantage, by actively and honestly embracing it and overtly positioning ourselves within that journey. “The last place you want to go” Results The campaign launch generated overnight PR and fame for the brand and was in every national newspaper, on the BBC and even a documentary about John Lewis. It went on to become the most awarded print campaign of 2010 worldwide (Global Gunn Report).
  • 21.
  • 22.
  • 23.
  • 24. SURT BRAND TRUTH PROPOSITION Young people are Havana people live Nothing Compares too busy to + = life to the full to Havana enjoy life
  • 25. The task Create strong emotional involvement and saliency amongst 25-35 year olds. Build brand equity that is also uniquely ownable by Havana Club. Drive global distribution and become one of the top three rum brands in the world. the idea Cuba has a unique heritage and a love of spontaneity and humanity. Our campaign celebrated this unique culture of Havana through an integrated global campaign ‘Nothing Compares to Havana’. RESULTS Sales increased from 2 million cases to 3.4 million cases since campaign launch. havana-culture.com generated an additional 20,000 visits a month with an average viewing time of 6 minutes (against an industry norm of 2 minutes). Havana Club is now the second largest international rum brand worldwide, sold in 34 markets across the world.
  • 26.
  • 27.
  • 28. Havana Cultura website brought alive the spirit of Havana by promoting emerging Cuban artists – musicians, artists, dancers and film producers.
  • 29.
  • 30. SURT BRAND TRUTH PROPOSITION Coke Zero & Wayne Coke sponsors Wayne Rooney search for Street football is Rooney, who learnt to England’s next great where many kids play on the streets talent on the streets acquire their skills + =
  • 31. The Task Drive awareness and engagement amongst 16-24 year old men by leveraging the sponsorship of Wayne Rooney The idea The UK’s streets are full of undiscovered football talent so we created and executed Coke Zero’s ‘Street Striker’ campaign featuring Wayne Rooney. It was a nationwide search for the UK’s best street footballers culminating in a prime time TV show on Sky 1 who agreed to fund the TV show entirely in return for access to Rooney. The recruitment campaign and the show was supported by a full PR and marketing campaign led by M&C Saatchi. It was important to capture Coke Zero’s brand value and appeals to our specific target group. RESULTS A combined audience of 2.9m watched the episodes and the concept has been recognised as one of the year’s most successful pieces of sports marketing activity. Millward Brown tracking showed that awareness of Rooney’s association with Coke Zero shifted from 10% to 40% amongst the target audience of 16-24 year old males as a result of the show.
  • 32.
  • 33.
  • 34.
  • 35.  Charity Simplicity “I wish more nonprofits would think about their fundraising the way Coca-Cola thinks about marketing. Because they'd raise a lot more money and do a lot more good. The best lesson you can draw from Coke’s marketing is this: talk to donors where they are, not where you want them to be. Something like, ‘Here's your opportunity to make meaningful progress in the fight against cancer.’ Simplicity is the new luxury. In a world where everyone’s busy and there’s a lot of uncertainty, you can’t put a price on that.”
  • 36.  Charity Simplicity “So, if major brands are surrounding consumers with simplicity messages, might that have any spill over effect on fundraising? Think about the success of charities like Charity:Water or Operation Smile. Is ‘simplicity’ of solution part of their success? And more generically, my mind goes to things like simple sentences, simple offers, simple navigation. Donors are trained as consumers first, donors second. Maybe it’s easier to answer the simplicity question if we re-phrase it as: What’s the advantage of selling complex?!” .”
  • 39.  Lessons for WJR Key messaging • Jewish values • Aspiration • Sell the clean not the soap
  • 40.  Lessons for WJR Consistency • Imagery • Font • Logo use
  • 41.  Lessons for WJR Segmentation • Database analysis by RFV • Focus on key segments • Right messaging, right time, right targets
  • 42.  Lessons for WJR Structure • Integration • Passion • Multi-channel