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Ali Sanders, head of brand, Macmillan Cancer Support 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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Investing in our brand
Ali Sanders
Head of Brand, Macmillan Cancer Support
22 October 2014
0
100,000
200,000
300,000
400,000
2006 2008 2010 2012 2014 2016 2018 2020
Nu
mb
er
New cancer cases
Cancer deaths
Cancer was changing
~0% annual
rate of change
~ -1% annual
rate of change
Sources: Office for National Statistics; Information Services Division (ISD) Scotland; Welsh Cancer Intelligence & Surveillance Unit; Northern Ireland
Cancer Registry; Cancer Research UK - Common cancers - UK mortality statistics; GLOBOCAN 2008 (IARC) (Accessed December 2010); Mistry et
al (2011) and Olsen et al (2008)
source: OLR Research
I’ve no idea where they
are, what they do. I’ve no
idea about them.
All I’ve heard
of is Macmillan
nurses.
…there was this very nice lady
who just had a badge on – the
usual clinic nurse. Then the
penny dropped – Macmillan –
and my blood froze.
Luckily, touch
wood, I’ve not had
to have dealings
with them.
5
Our ambition and what we do
Our ambition
Macmillan’s ambition is to reach and improve the lives of
everyone living with cancer. And inspire millions of other to
do the same.
What we do
We are a source of support: providing practical, medical,
emotional and financial support.
We are a force for change: listening to people affected
by cancer and working together for better cancer care.
terminally ill
Marie Curie
living
Macmillan
The space we want to occupy
cure
Cancer
Research UK
Our brand idea: Life force
Wolff Olins
Learn – our online brand identity
guidelines
Make – for people to create their
own materials
Order information –
pre-printed materials,
booklets, reports, audio titles
Order merchandise –
from t-shirts to
collection tins, signage to wigs
How we made the case for the rebrand
• We used evidence to make the case for change and
to support our new direction
• We dramatised the need (no sugar coating)
• We created a compelling vision for people to buy into
• We made sure trustees and directors weren’t just on
board but were leading the change
• We tried to pre-empt potential criticisms
• We set up a Brand Steering Group
• We held our nerve
Investing in brand advertising
Our current Not Alone campaign
Charity Awareness Monitor results
NSPCC, 23%British Heart Foundation, 23%
British Red Cross/ Red Cross, 26%
RSPCA, 33%
Cancer Research UK/unspec, 38%
Oxfam, 46%
Marie Curie, 12%Save The Children, 14%
Barnardo's, 18%
Macmillan (All mentions), 22%
Mar 11 May 11 Jul 11 Sep 11 Nov 11 Jan 12 Mar 12 May 12 Sep 12 Jan 13 May 13 Sep 13 Jan 14 Apr 14 Jul 14
%
Base: 1,000 adults 16+, Britain
Source: Charity Awareness Monitor, July 14, nfpSynergy
Income: 2004-20132014 target: £200 million
£ in
millio
ns
How we made the case for advertising (repeatedly)
• Working closely with our agencies to create a compelling
case for investment
• Demonstrating impact across a wide range of measures
• Always setting the context of competitor activity
• Quantifying the impact of our brand advertising on our
income (via econometric modelling)
• Reinforcing the need for long-term investment
Cancer information publications
Working harder on digital
Infographics
How we made the case for a refresh
• We worked closely with colleagues in Fundraising and
Services to help make the case
• We clearly demonstrated the need for the stretching the
identity: infographics (a passion of the CEO), digital etc.
• We kept costs down by having our creative team work
with our brand consultants
• We rolled out gradually to avoid wastage
Our latest refresh and new proposition
We’re evolving for the following reasons:
• To reflect the changing cancer story – more people
being diagnosed with cancer, and living longer, with the
issues ‘survivorship’ brings
• To reflect the shift in the more open and frank way
people talk about cancer
• To respond to competitors and ensure our brand is
dynamic and sector-leading
• To become more engaging to even more people
Creative spectrum
How we made the case for another refresh
• We worked closely with colleagues in Fundraising
to help make the case
• We backed it up with really robust evidence to
demonstrate the potential for positive impact
• Our creative team again worked with our brand
consultants so they could really own it and roll it out
effectively
• We reminded people of how successful a dynamic
approach to brand management has been for us.
So post-rebrand is it too early to reinvest?
• Is there a clear case – either a need or opportunity?
• Do you have the evidence to back it up?
• Have you done enough to embed the brand before
making any changes?
• Have you got colleagues on your side?
• Are you building understanding that your brand is a
dynamic, evolving thing and you management of it
should be too?
What are your
challenges?
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.
www.charitycomms.org.uk
Workshop
22 October 2014
London
#CaseForComms
Making the case for
comms: unlocking the
purse strings