Integrated Marketing Communications for Non-Profits
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Wax Marketing explains the marketing program for Vail Place, including the approach, strategy, and results. Presentation for the Minnesota Council of NonProfits annual Technology and Communications Conference.
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Integrated Marketing Communications for Non-Profits
- 1. Implementing Integrated Strategies for Stronger Communications Results
- 2. Vicky Couillard Executive Director Vail Place Bonnie Harris President Wax Marketing
- 3. Agenda ▫ What is IMC? ▫ Why Use IMC? ▫ IMC Applications
- 4. 4 About Vail Place • Serves adults with serious mental illnesses • First/Only Accredited Clubhouse Program in MN • Housing, Employment, Intensive, Individualized, Integrated Care
- 5. “A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service or organization are relevant to that person and consistent over time.” Integrated Marketing Communications
- 6. Why turn to IMC? - Changing, diverse audiences - Message alignment - Limited budget - Brand awareness
- 7. THE IMC REPORT CARD Messaging consistency Audience targeting Consistent creative strategy Correct messaging channels Synchronization Unplanned messaging Testing
- 8. BIG RESULTS Over 100 million media impressions 3,000% increase in website traffic 500% increase in reach across social media
- 9. Characteristics of a Strong IMC Campaign Alignment of objectives from the top down Specific audience profiles Common strategies and tactics Project management Synchronized tactics ▫ Translatable, impactful messages that break through the clutter
- 10. TOUR DE VAIL: BEFORE & AFTER ▫ More inbound touchpoints ▫ Raffle sales ▫ More sponsors ▫ Greater $ from sponsors ▫ Extended reach ▪ By total impressions ▪ By duration
- 11. Audience Definition Demographics Psychographics Content acquisition behavior Buying behavior Geography Personas
- 12. Vail Place Personas The PhilanthropistThe GiverPotential Member MediaThe Helper The Volunteer
- 13. THE HELPER Mainly women age 43-62 Works in mental health clinics, hospitals, county, private practice Often on call and extremely busy Reads blogs and likes case studies Uses search often to find information Heavy stress levels Highly educated Likely liberal Often reads trade publications Reads email Attends events 13
- 14. Messaging Strategy Strategic consistency Begin with one voice Adaptive messaging Core strategy statements
- 15. Vail Place provides services, housing and skill building to reduce isolation and improve the quality of lives for those with serious and persistent mental illness.
- 16. Message Translation Messages align with core strategy statement Written in persona’s language Delivered according to persona preference Optimized Includes hashtags
- 17. Media Vail Place offers services, housing and skill building for those with serious and persistent mental illness. Members The Clubhouse Model provides mental health recovery in an engaged and productive community. Community members are encouraged to manage and control their own lives. Social Workers Vail Place programs focus on mental health recovery through the Clubhouse model, a community where members learn to build relationships, increase self-confidence, and learn new skills and abilities.
- 18. Objectives Objectives are SMART Strategies cross multiple channels Strategies stay consistent Tactics may changeTactics Strategies
- 19. Objective - raise $15,000 in ONE night Tactics: event, influencer marketing. common visuals common messaging word of mouth email marketing live video. media relations Strategies: Audience: The Giver, The Philanthropist
- 20. Shaving Grace
- 21. LESSONS LEARNED Be Patient Engage the entire team Expect components to change Test & measure constantly Failure is OK HAVE FUN!
Notas do Editor
- We're excited to be here and talk about our favorite topics: integrated marketing communications! But first, a bit about the two of us.
- Following overview, Bonnie introduces herself and then Vicky does so which feeds in to the About Vail Place segment Bonnie: Founder of Wax Marketing is an integrated marketing firm based in St. Paul MN. We've been around for 15 years and we work primarily with growing companies and non-profits. I am also a professor in the Reed College of Media in West Virginia University's graduate IMC program. Teach IMC for Public Relations Society of America. Written two online courses in IMC for PRSA as well.
- Today we'll talk about what IMC actually is, because there are a lot of misconceptions about the practices. We'll also discuss why a nonprofit organization might consider using it, and also why Vail Place decided to use it. Most nonprofits are doing some IMC already. And then we'll see some of the results we've had at Vail Place, and how they've incorporated it into their communications practice and into their culture as well.
- Additional details: SPMI, 37 years old (recovery oriented, whole person) Clubhouse (State Coalition, Orientation Site, Clubhouse International), $6million budget; 70 staff (85% direct service)....
- Read this: AMA definition focus on planning relevance - talk about multiple channels and personalization of message, 7X consistency what it's not: multichannel, or simply doing things "at the same time" how to achieve synergy between the channels to get the best resutls
- Growth expanded programs and audience; not everyone was telling the same story – need for message alignment. Zero to no marketing budget; communications was really an off-shoot of Development. Challenge – industry change increased need to marketing/brand awareness
- No one encounters IMC in the same place or the same way Hand out the report cards talk about getting a baseline for what you're doing today the different pieces in the report card consistency breeds familiarity choose the right channels - don't get stuck on Facebook, for example
- Vicky will add empirical observations like employee engagement in marketing (Katie YouTube), member engagement (Media unit), ownership of brand (Board, staff, members), donor responses – willingness to be featured in newsletter and engaged in activities
- Mention that most people are doing multi-channel, not integration Power of synergy IMC toolkit emerges
- Roll & Stroll; 16 years grew out of grass roots fundraising Event drift – all things to all people; IMC helped corral this creativity. IMC increased the ways in which we communicated and engaged people in the event Some direct results were: increased number of participants increased Raffle sales from $500 to $5000 Tripled number of sponsors and double sponsor money Extended our reach – increased number of impressions and duration
- Most traditional marketers are uncomfortable with IMC's level of detail, but we take our notes from digital marketers. CAB most important. Talk about the buying cycle - where is each person in that cycle? Hyperlocal marketing - people within common geography (about 5 mile zones) exhibit the same behavior Personas and why we use them
- As we increased the opportunities to engage stakeholders, we had to know who these stakeholders were…. Personas The interests and information needs of a Potentail Member, their family or a referral source different from a donor, media or the The Helper – social workers/government workers – knowledgable The Giver – annual donors (non major donors) --- the people who give to the cause --- we hope despite any tax benefit The Volunteer – potential volunteers/services groups The Philanthropist – grant managers and major donors Media – journalists, producers and other media influencers
- Here's an example of a persona:
- Once again we talk about consistency across channels of voice, visual and message "one voice" means using the same tone talk about spokespeople adaptive messaging - translations that help make the message relevant in each specific channel. what is a core strategy statement - the "foundation" message Vicky could add commentary about word smithing, the challenge of acronyms and sounding academic
- We had quick agreement (45 minutes level of comfort with alignment of marketing to what you do brand message problem social media postings people feel emboldened to "pull the reins off people" outside influence - need a close partner/chemistry
- This should be done for each persona. It can be done at a high level but then all messages should align with it. (note -align doesn't mean "match") Optimized to include keywords (this gets into working with SEO although that's not what we're doing here) For some channels, include hashtags.
- We made the message translation work for us. Each of the stakeholder groups had the chance to own their own translations. align within the audience hundreds of message translations that fit the specific group Developed three years ago and they hold true despite massive growth and change within our organization
- Watch for questions Objectives must be SMART - measurable, and aligned from the top down typically we create objectives overall and hten for paid, earned and owned media (describe these three) discuss the importance of strategy, why people jump to tactics too fast "it didn't work!!" and what a strategy does and is Why tactics can change and adapt throughout the campaign, different from traditional marketing
- Professor Harris: Two weeks to event Warmed up the channels Didn't start from scratch
- Shaving Grace was the dream child of a staff and member engagement Attached it to the culmination of our theatre arts program with the Minnesota History Theatre --- vehicle to raise $ The Theatre Arts program was dev eloped 4 years ago……….. We raised $15,000 in one night ---- $5,000 of it was a match by the Wasie Foundation
- BOTH – Bonnie and Vicky Be patient – it takes time and constant attention/conversation Get everyone involved – staff, member, boards… in fact one staff has turned into our video queen and members have organized a media unit; Bonnie presented social media workshops Methodology is important but chemisty has to be there Test and Measure Constantly ---- reports: Google Analytics, metrics for social media reach, metrics for impressions...qualitative measurements (new people on twitter - ) reach of people who follow us, linkedin, Twitter components change – in keeping with changing audiences, always trying new things and new channels knowing that failure is ok, social media workshops Remove the fear! Failure is OK Have Fun!