Making the case. Making the case for comms, workshop, 22 October 2014

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Seamus OFarrell, director, Forward Thinking Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. http://www.charitycomms.org.uk

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<ul><li> 1. Spend SpendSpendSpend SpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpend SpendSpendSpendSpendSpendSpendSpend SpendSpendSpendSpendSpendSpendSpend SpendSpendSpendSpendMaking the case </li></ul> <p> 2. Charity marketing is a lot harder than commercial marketing 3. Charity marketing is a lot harder than commercial marketing a lot harder 4. Commercial BrandsCustomersCompetitors 5. Charity BrandsCustomersCausesBeneficiariesDonorsInfluencersCompetitors 6. And commercial brands have more money 7. And commercial brands have more money a lot more 8. Top 20 MarcomsSpendersSkyP&amp;GUnileverBTTescoAsdaVirgin MediaDfSReckitt BenckiserMorrisonsEELorealSainsburysM&amp;SNestleMcDonaldsJD WilliamsVodafoneO2British GasCRUKMacmillanAge UKBritish Red CrossBHFSave the ChildrenGuide DogsMarie CurieDogs TrustOxfamNational TrustRSPBNSPCCRoyal British LegionBarnardosWWFChrsitianAidPDSAARSPCARNIBSource: Nielsen 9. Top 20 average annual expenditure over past 5 yearsSource: Nielsen012commercialcharities1.8bn160m Billions 10. Proportion of expendituresSource: Nielsen1.8bn160mCommercialTVOtherDigitalDM42%43%9%6%CharitiesTVOtherDigitalDM Door Drops27%59%12%2% 11. Why does Coke spend so much on advertising and promotion? 12. This distribution frequency generalises across ALL categories, ALL brands, ALL over the world, ALL the time! 13. Penetration drives market shareGetting more buyers is more valuable than just getting more from existing buyersMost buyers are promiscuously loyalReach infrequent buyers and you will reach heavier buyers as well 14. Its a battle for ATTENTIONIts not so much what people think about you that counts, its that they even think OF youSALIENCE 15. And why do commercial brands prioritise TV? 16. 010203040506005101520253035404550556065707580859095100105110Average monthly reach and time spent IndividualsIndividuals reachedAverage hours per monthTOTAL TVCOMMERCIAL TVTHE INTERNET (Inc. VOD)FACEBOOKYOUTUBEGOOGLETWITTERMillionsSource: BARB, May 2014, 6+; comScore MMX Multi-Platform, May 2014, UK, 6+. UKOM Approved.Please see accompanying notes on data sources below for inclusions &amp; exclusions 17. 0123456051015202530354045505560657073Average monthly reach and time spent 18-2418-24s reachedAverage hours per monthTOTAL TVCOMMERCIAL TVTHE INTERNET (Inc. VOD)FACEBOOKYOUTUBEGOOGLETWITTERMillionsSource: BARB, May 2014, 18-24; comScore MMX Multi-Platform, May 2014, UK, 18-24 UKOM Approved.Please see accompanying notes on data sources below for inclusions &amp; exclusions 18. Consequently, commercial brands are more salient 19. 91 90 90 89 88 87 86 86 868280 80 807775737167655349 4839370102030405060708090100% of respondentsPrompted Awareness of Charity Brands 20. 3946253033627 2647129153 2 285170 1 1 00102030405060708090100% of respondentsSpontaneous Awareness of Charity Brands 21. % of population% of charitable activityCivic Core966Middle Ground6734Zero Givers240Source: Charities Aid Foundation, 2,027 Respondents 22. Population %Zero GiversMiddle GroundCivic Core034%66%Charitable Activity %Make the case for growing Middle Ground Penetration 23. Prostate Cancer UK 24. Britains best kept worst secretProstate cancer nowhere near high enough on key agendasFar too few people know who we are, or what we doHelpline reaches tiny percentage of diagnosed menExcluding Movember, we are outside top 150 UK charities by voluntary income 25. Working principlesbe direct and conversationalbe responsive and supportivebe bold and energeticbe honest and unembarrassedbe flexible and collaborativeSupport menFind AnswersLead changeContext:Confusion, ignorance and apathyCharity fatigueKills as many men as breast cancer kills womenMenDeserveBetterThousands more men survive and enjoy a better quality of life 26. Simple two-tier Marketing StrategyTo generate significant profitable Charity-owned incomeTo build penetration of men with PCa(grow market share)By building salience of the cause and the brands centrality to itBy engaging HCPs to nudge patients to come to us 27. More people reachedCoverage FrequencyPaid for media 95.96% 16.9 timesIncluding non-paid for media 97.77% 19.4 timesSource: Nielsen, BARB, NRS, RAJARMore people remembering50% of UK adults recognise our advertising30% of UK adults aware of Prostate Cancer UK brand(Nearly 40% brand awareness amongst Ad Recognisers)N.B. The Prostate Cancer Charity brand had only ever achieved 7% brand awarenessSource: BrainjuicerMore people searchingSearches on prostate cancer up by 65% vs. 2012Prostate cancer was fastest-rising health issue in UK search terms in Q1 2013Source: Google Analytics/Trends 28. More people talkingWOM: conversations about prostate cancer and/or our advertising up by 12% vs. 2013Source: Keller Fay TalktrackProstate Cancer UK one of most talked about cancer charities with 10% of UK adults talking about Prostate Cancer UK (up there with CRUK and Marie Curie)Source: BrainjuicerMore people comingVisits to PCUK website + 99% vs. 2012Calls to PCUK Helpline + 33% vs. 2012Source: Prostate Cancer UKMore people downloadingWebsite downloads of medical support literature + 59% vs. 2012Source: Prostate Cancer UK 29. More people orderingNo. of health professionals ordering information + 64% vs. 2012No. of publications ordered + 84% vs. 2012Source: Prostate Cancer UKMore people donatingOver 170,000 raised directlyThis was dwarfed by Corporate partnerships and growth in Community fundraising stimulated by the communications campaign. These are estimated to reach millions over the coming year.The ultimate evidence is that we are helping more men. 30. Top 10 Influencing TipsHave a crystal clear Brand DefinitionDevelop a sharp Marketing Strategymeeting real needswith a clear offerand a simple askUnderpinned by a Media Strategy that maximises reachPitch high for budgetConsult with colleagues / stakeholderslistenbut be single-mindedCreate key trustee ally group early onSupport and use external partners (ensure they are well-known within the organisation)Dont be defensive in the face of scepticismChampion your creative workbe confidentyoure the expertConstantly remind people about need for attention and penetration 31. Visit the CharityCommswebsite to view slides from our past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk 32. Workshop22 October 2014London#CaseForCommsMaking the case for comms: unlocking the purse strings</p>