Marketing communications

and branding

How to win in the new social economy

Jessica Smith

Director

If £1 is spent on the delivery of services, can that same

£1 be used to also produce a wider benefit to the

community?

The social value test

Can it improve:

• economic

• social and

• environmental

well-being?

Can the procurement process help to secure that

improvement?

If the answer is yes, how do you show it?

• Know what you want to show – SROI?

• Monitor, measure and evaluate

• Communicate, communicate, communicate

Your brand is NOT your logo

It’s not what you do, it’s how you make a difference.

http://www.youtube.com/watch?v=q0rhFAy9mKk

"I now know that I am 100%

sure that I want a career in

some sort of media.”

Lilly Cook is 21 years old and

has Cerebral Palsy. Her

ambition in life is to work in

media. Before her contact with

Poached Creative she had been

told she would never make it.

Since starting with Poached in

April 2011, Lilly has been

shortlisted for a Channel 4

apprenticeship, attended media

training with BBC journalists

and made a short film with

Ravensbourne College.

1. Involve your target audience

2. Build compelling stories

“People's heads are moved by numbers and statistics,

but their hearts (and wallets) are touched by stories.” Vicky Browning, CharityComms

Missing people:

A lot can happen in a minute. A

sister, mum, son, can go from

absent to missing. It becomes

official. You go from 'thinking' it,

to 'knowing' it. In a minute you

have lost someone you love. They

are gone, leaving a hole in your

heart no one can fix except them.

And you never saw it coming. In a

minute you can also pick up a

phone and dial a 6 digit number.

Someone will answer, even at

3.01am. In a minute you can

move from despair to hope and

back again. And this time we are

there with you.

3. Flex your USP

4. Plan your communications channels

5. Empower people

Keep in touch

@jessicatsmith

@poachedcreative

www.poachedcreative.com

We buy BRANDS not just products

UK Superbrands 2013

1 Rolex

2. Apple

3. Microsoft

4. British Airways

5. Coca-Cola

6. Google

7. Hilton Hotels &

Resorts

8. Heathrow Airport

9. Kellogg’s

10. Mercedes-Benz

11. BMW

12. Heinz

13. BBC

14. Facebook

15. Lego

16. Disney

17. Marks & Spencer

18. BP

19. Dulux

20. Nescafé

The BAD news….

Relentless Gov narrative on WR

Major issue with housing brand

No one knows who we are…

…what we do…

Or why…!

The GOOD News…

Growth of ‘No Logo’ generation

Orbit 2020 – demand for ethical brands

Merging of ‘markets’

Key is understanding WHY, WHAT, HOW

Simple and consistent