“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

• WJR international development agency

• Supporting vulnerable communities around the world

• Responding to international disasters

• Raise £4.2m annually

What is WJR?

• 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

WJR’s Performance 2007-2012

“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.”

Paul Anticoni, CEO, WJR:

Communications Report, School Year 2011 / 2012

• Inconsistent messaging

• Sterility

• Need to be bolder

• Failure to capitalise on USP

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:

Simpleuniversally

relevant truth

A defining truthabout the brand

Catalyst forbelief & action=+

SURT BRAND TRUTH PROPOSITION

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

Shops are a great way of researching

Dixons.co.uk focuses purely on

offering the lowest price

Visit us last=+

SURT BRAND TRUTH PROPOSITION

Shops are a great way of researching

Dixons.co.uk focuses purely on

offering the lowest price

Visit us last=+

SURT BRAND TRUTH PROPOSITION

The TaskPosition Dixons.co.uk as the only place to go to get the best deal on electricals.

The ideaOur 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 overtlypositioning 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 BBCand even a documentary about John Lewis. It went on to become the most awarded print campaign of

2010 worldwide (Global Gunn Report).

Young people are

too busy to

enjoy life

Havana people live

life to the full

Nothing Compares

to Havana=+

SURT BRAND TRUTH PROPOSITION

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.

Street football is where many kids acquire their skills

Coke sponsors Wayne Rooney, who learnt to play on the

streets =+

SURT BRAND TRUTH PROPOSITION

Coke Zero & Wayne Rooney

search for England’s next

great talent on the streets

The TaskDrive awareness and engagement amongst 16-24 year old men by leveraging the sponsorship of Wayne Rooney

The ideaThe 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.

RESULTSA 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