We produced Trouble for Spark Young Filmmakers competition, which has been entered into film festivals, the client said ”GBM brought creative energy and ideas that helped us maximise the impact of the programme”. Spark is a charity dedicated to changing young people’s lives.
Charity sector creative leaders
Highlighting great new charity campaigns in our monthly blog
With so many amazing campaigns, it’s tough selecting the most innovative charity ads of the year. This is encouraging for the charity sector, even though it’s harder and harder for normal people to navigate through the various causes and lend their support.
Charities (and I guess their marketing agencies), have long understood that creating some kind of fame often increases share of mind and this hopefully leads to more support. Charities are often challenged by gaining the resources to support a new campaign. A strong business case helps, and entering the campaign into charity awards can fast track this. The campaign gets profiled in the brochure, 500 marketing folk hear about the charity and better still, if it wins, then profile pieces will be written. The charity may even become the agency’s charity of the year.
First up: NSPCC: ‘The underwear rule’
The underwear rule is a fantastic insight. It is a campaign devised by the NSPCC that provides a simple way to help parents keep their children safe from abuse. It’s simple for both parents and children to understand. This film perfectly captures the right tone and call to action. Well done to NSPCC.
Second place: CRUK ‘Play to cure’
What a great excuse to play a good game, when at the same time you’re helping Cancer Research UK’s scientists identify the DNA faults that could lead to cancer. Well done CRUK – lateral thinking at its best.
Third: Greenpeace ‘Tell Lego to dump Shell’
It’s good to see Greenpeace in action (and succeeding in stopping the Lego Shell partnership!) Keep up the great campaigning work. Without Greenpeace, life would be much less interesting (and less organisations would be kept in check).
Fourth: Barnardo’s ‘The Nation’s Fridge Door’
Just loveBarnardo’s virtual fridge, based on the idea that we all like to share our children’s pictures of robins and pirates, but not all children have parents who care. In every family’s household the fridge door is a symbol of a parent’s pride and support of their children’s achievements. Yet the UK’s most vulnerable children don’t have anyone to give them this support or record their successes.
That’s why Barnardo’s is asking people to turn the support they give their own children into the support for the children who have nobody. The drawings sent in by families were published on their virtual fridge, and a selected few were published in The Guardian and in Barnardo’s stores.
Fifth: Breast Cancer Awareness ‘Fitness Bra Cam’
Breast Cancer Awareness have done so much to change the tone of the issue – brightening it up and making it more accessible. This campaign is a perfect example of this. In partnership with big companies, who helped them deliver a truly funny (and slightly awkward!) entrapment film!
Some new fame is worth having and these are great examples of charities taking risks but keeping their cause at the heart of the delivery. Well done to all and Happy New Year 2015.
Marketing Excellence Case Studies – Free Shortcuts seminar
Green Banana Marketing’s second free Shortcuts seminar of 2014. Step inside the agency world, learn how to create case studies, build campaigns and communicate with your audience, with examples from Fairtrade, Spark and Bats.
Aimed at those working for charities and wishing for an overview of Marketing and where case studies can add value. Previous delegates said of the seminar; “very useful and inspiring – the fundamentals of marketing”
You and a colleague are invited to our second Free Shortcuts marketing seminar for this year on Friday 19th September 2014 at 4pm for one hour at 229 Tottenham Court Road, London, W1T7QG.
You will come away understanding: • The fundamentals of a great charity campaign • What value a marketing case study can add to a charity’s approach
Places are limited to 20, so please click here to subscribe and book your free place now. ‘Shortcuts’ seminars are intended to give you the most important information in the one-hour session. Drinks, cakes and a friendly chatty session will follow it.
We look forward to seeing you there! Kind regards,
The figure of Guanyin (short for ‘he who listens to the cries of the world’), chose to stay on earth to help others achieve Buddhahood. It was popularised in AD 550 during the Northern Qi dynasty.
I had a chance encounter with him in The British Museum, quite an easy thing to do with over 8 million objects. This figure got me thinking about how the Internet of Things (IoT) has helped revolutionise marketing for good. The next step we are working on is to create opportunities for people where imagination is free-flow and charities’ work is supported by just thinking about the issues involved.
Charity brands increasingly connect to online communities; in times of crisis and conflict, news can touch people very fast and anywhere, which can be very effective. In many cases this is delivering the charity mission far more effectively. Back to my chance encounter with Guanyin; we are fascinated by the idea of ‘listening to the cries of the world’ and making this a central part of the IoT.
Supposedly Kevin Ashton invented the IoT, the idea is to be as close to people’s needs and even to anticipate their needs. Equipping objects with identifiers with the ability to transfer data over a network without having the human to human or to computer interaction has so many fascinating social potential. An early precursor was a Coke machine in the early 1980s; programmers connected to the machine over the Internet, checked the status of the machine to determine whether or not there would be a cold drink awaiting them, should they decide to make the trip down to the machine.
There is a world of possibilities with the different platforms. Everyone wants their own community such as Nike’s Community, which goes way beyond selling ‘runners’
The IoT should lead to greater knowledge of audiences, with less wasteful research, qualifying people’s needs. It can also be good for the environment too; British Gas’s Hive app demonstrated this, controlling your thermostat when you are not there.
Explaining how we minimise the threat to the environment or social impacts, as we order our new car, milk bottle or can of Coke is what we have been developing.
Our thinking is also how we ensure ‘imagination’ is maintained and enhanced in this incredible future – not lost by pursing needs based approaches, which we think is the crux of the matter for our clients.
How we harness the power of imagination in our relationship with supporters, Guanyin’s ‘listening to the cries of the world’, is our starting point for this great future, balancing relationship building with effective resource use.
Shortcut seminar by Green Banana Marketing on ‘Marketing essentials’ 16/05/2014
Green Banana Marketing’s top tips for charity marketing
Is it any easier to define what we mean by marketing for charities and NGOs? With squeezed budgets and complicated stakeholder needs, I sometimes wonder. If marketing for a charity is “to achieve organisational objectives and to bring the appropriate number of people from the agreed groups to engage and respond in a way that mutually satisfies both parties”, it’s surprising how few know their own organisational objectives, an obvious starting point for effective marketing. Fortunately, more know their own objectives and how these support the charity vision.
For today’s charities, innovation is important and effective, standout marketing. How to leverage digital touch points and to build long-term corporate partnerships with a solid shared strategic core, are also day-to-day worries.
Charity comms departments change names at a dizzying speed; from Marcomms, Supporter Engagement to Marketing, Fundraising as standalone to a merged super unit around a common digital belief! 65 years on and James “marketing mix” Culliton will be turning in his grave. He described the combination of elements involved in making any marketing decision; more commonly called the 4 ps of marketing, which have stood the test of time, it’s worth revisiting some of our vast history of marketing and how we fit in! Product, Promotion, Place and Price. And later 3 more Ps were added; People, Physical evidence and Process.
Charities deliver a staggering amount for very little resource but sometimes lack focus. Multi-million pound corporate campaigns tend to work to a much tighter bandwidth, such as changing sales by 5% with a specific audience segment.
NGOs tend to know their brands better than their audiences. Segmenting audiences, by identifying the most receptive moments to engage with people and mapping out user journeys would be a critical part to improving supporters and the charities focus.
We’re delighted that four of the ten most effective UK charities cited in the recent ‘Passionate About Collaboration’ report, which identified the UK’s most effective NGOs, are our clients, based on responses from over 100 NGO Chief Executives. Our approach chimes with the report’s main conclusions, which is to be more effective with reach and impact.
We are lucky enough to have worked with some of the very best marketing teams in the charity world from Fairtrade to Buglife – this we believe comes from a love of their organisation and a belief in what they can do.
Who do we trust? Edelman – claiming to be the World’s largest public relations firm- launched their 14th Trust Barometer this week, looking at government, media and business across the globe. 27,000 thought leaders, professionals – we’re asked who they trusted and why? So I asked myself, who do I trust and why, to see if my very personal findings from these ten, chimed with Edelman’s findings?
1. Martin the milkman – our local milkman has become an institution, he always tells you what’s going on, lives for his job so much so, that he bought the business. Totally enthusiastic about life and his customers
2. My mum –mum’s only feedback what you are feeling, they are a time capsule of everything you are, what’s not to trust about that?
3. The Guardian – I believe it supports the underdog and wants to get to the heart of the issue
4. Fairtrade – ‘our global village shop’ ran by low paid farmers supplying their local produce, Fairtrade pay a fair price for this produce, giving them the opportunity to improve their environment and better educate their families
5. John Lewis – you know that they respect their relationship with you
6. Wikipedia – as it is written by people like you and me
7. The BBC – despite recent leadership issues and cover-ups, time and time again, they step-up to the mark
8. Sir David Attenborough – more to the point, what will we do when ‘his show’ is retired?
9. HRH Prince of Wales – he has put his money where his mouth is and believes in inspiring the next generation to care about our planet, people and wildlife
10. My local pub The Old Swan and Chiltern Brewery – both full of local goodness
Three media, four which are kind of retail brands and three people! Ok, so no government Ministers. Each of these reflect aspects of the Edelman findings including:
– Showing their own quality (high quality products, for the most part, remains an important trust driver)
– Family feel (family owned and SMEs are the most trusted at 76% in EU)
– They are like you and me (62% said the most trusted source was a person like ‘yourself’, 15% points up from 2013)
– Active and participate in “my community” (80% said ‘engagement’ and ‘integrity’ were trust builders)
– And most of all they listen and respond (actions that were ranked highest included communicating clearly and transparently by 82%. And 59% of people stated listening to customers would improve things, which was overall 28% above their actual performance).
Well at least it feels like they do. If businesses and government could do more of this, they would no doubt close the ‘trust gap’. 79% said businesses have permission to play a role in regulation and debate (but should consult with stakeholders like NGOs). NGOs still bring their own set of thinking, that in my view can never be ‘own labelled’. Fortunately, NGOS have retained their crown as the most trusted organisations.
With the end of the year fast approaching we thought it might be interesting to look at some of the UK’s most innovative marketing campaigns from the past few months.
1. Tourettes Action
Tourettes Action is the UK’s leading support and research charity for those suffering with Tourettes and their families.
They successfully launched an email campaign called “Fu*k the Firewall” in order to combat prejudice surrounding the syndrome. Littered with swear words placed upside down to avoid being filtered out by firewalls, the email highlighted the barriers faced by Tourettes sufferers who society often tries to filter out in an analogous way.
The campaign utilized a subtitle but effective analogy, which provoked thought on the topic and led people to question assumptions they may have made themselves. The email was forwarded to countless individuals and furthermore became a topic of discussion throughout the social media network.
2. The Barnardos and Argos Toy Exchange
The toy exchange called for people to donate their unwanted toys to the Barnardos children’s charity in exchange for a £5 voucher off new toys bought from high street store Argos. The donated toys were then sold by the charity to raise funds for projects which support disadvantaged children.
The campaign was appealing as it benefitted a variety of people in a way which required little public effort. Although still ongoing the campaign aims to raise £1 million for Barnardos.
3. Read for RNIB Day
The Royal National Institute of Blind People are a charity offering information, support and advice to people suffering with sight loss.
In August they launched a train and tube poster campaign to gain support for their ‘Read for RNIB Day’. The posters, placed on platforms and alongside escalators, depicted the page of a book obscured by dark patches of colour. The aim was to encourage people to consider how much the ability to read means to them.
The posters gave the public the opportunity to empathise with those who suffer from sight loss, thus lending more sympathy to the goals of the campaign. The posters were seen by an estimated 40 million people throughout its two months run.
4. The Red Cross and SimCity
The Red Cross and ten National Societies teamed up with SimCity creators EA Games to provide a game add-on which, when purchased, allowed gamers to provide assistance to real life people in addition to those in the game. A minimum of 80% of the retail price went to the participating societies. The gamer also received relief tents and vehicles to aid injured sims in their game.
The add-on was optional so gamers were under no pressure to participate, however those who did were given the opportunity to do a good deed with very little action on their part. The partnership aims to raise at least $100,000 for the societies involved.
5. RNLI and the Harlem Shake
The Royal National Lifeboat Institution provides a 24 hour search and rescue service around the coast of the UK and Ireland, in addition to providing lifeguard services.
Taking advantage of the internet craze of videos filmed with the Harlem Shake song, the RNLI produced a video which saw them dancing to the internet sensation at their Poole lifeboat base. They entered the video in to the ‘Charity Shake Off’ contest.
The video referenced and became a part of a worldwide viral craze and both promoted the work of the charity and contributed towards the promotion of an easy-going, down to earth image. The video has received over 40,000 views to date.
If I say Apple, Colgate, CNN, Coca-Cola, Canon, Volkswagen, people are immediately aware of what it is, where it is from and their degree of “attachment” to the brand or product. But the awareness around these brands has been nurtured, created, developed, and maintained by the companies’ brand strategists. Often with billions of pounds. Though we might not have the budgets in the charity sector, some of the learnings are useful and applied consistently, can be very effective.
Last century, the aim was to build and to develop a strong brand with the public through advertising. Nowadays, with the Internet and ever-tough competition all over the place, organisations need to build their brand’s reputation on and offline, and be as creative as ever to generate maximum interaction.
How do you develop an on and offline strategy that works? Should we talk about the word ‘brand’ for charities, which has only just stopped being a ‘dirty word’? How do we build strong engagement around your brand?
Here are a few examples of brands that have successfully managed both their on and offline strategy over the last few years. No doubt there will be a few surprises with our selection.
The story of Adnams, a small beer producer that is building its brand around communities:
Established in 1872, Adnams, as a “basic” retailer and pub owner, started to build life around its brands by relating its products to its mission and vision.
Adnams created a community around each of its brand. In 1990, it first built the Adnams’ charity to help people living within 25 miles from Southworld. Then it created a history around each branded beer.
And finally, they are helping protect the environment and sealife by supporting the Marine Conservation Society with the launch of the Fat Sprat beer and by using “green” distillery production. For example, they work with local farmers and producers; they use aneoribic digestion units, green roofs and bore holes to chill their brewery and the first carbon neutral bottled beer was made from hops grown locally at East Green.
The company maintains interest with its audience of the histories and builds real engagement and experience through brewery visits, events for the community and regular tweets. In 20 years they have built a strong offline reputation. Recently, they have started to develop this online reputation by refreshing their retail website, finely tuned to its audience needs, inviting them to participate in events, to comment, to interact on social channels and to built the story of their brand together.
Adnams expanded their activity, opening their Adnams Cellar & Kitchen shops to attract a new segment of women. “We were keen to appeal to the 50 per cent of the population we weren’t talking to – females.” says Andy Wood, Adnams chief executive and, in 2012, they won the Queen’s Award for Enterprise: Sustainable Development.
To what end – increased sales, visits, awareness? We’ll look at this when we meet.
Buglife building its brand to be the “one-stop-shop” for bugs
Created in the 90’s when there was no one organisation devoted to protecting invertebrates, Buglife became the first to do so in Europe.
Over the past 20 years, 1,000 active members have joined Buglife. In 2012, a strategy and business review, helped by the Tubney Foundation funding, identified opportunities to increase their membership to 10,000 in the next five years by growing awareness through the brand and establishing new partnerships.
Buglife worked on all aspects (a more contemporary logo , website, social channels, employee engagement etc.) of their brand “personality”, to create a stronger and more powerful “environmental charity”. Green Banana Marketing has been assisting Buglife in defining their priorities, brand image, audiences and digital assets including ‘developing a new’ website.
For their various audiences, offline, Buglife organise different events (including be-lines), children packs for schools to awareness of invertebrate causes through their campaigns like Neonics. Online GBM have worked hard to build an entirely new website, keeping their audience up-to-date and involved. The aim being to increase participation with main groups (media, public, policy makers and partners) and to help them understand and interact with the main issues, and supporting the ambition of being the “one stop shop” for Bugs.
These recent change gave Buglife the opportunity to review its mission and image, and to create even more real interaction with its audiences.
The online part of this project will be launched towards the end of July – so we will be able to give a progress report at our next shortcut on 26th of July.
Giles Robertson, Managing Director of Green Banana Marketing and associate Sustainability Practitioner, Kim Bailey, took part in a Google Hangout Session on whether consumers have turned-off from green and how marketing can switch them back on.
Check out the video on our You Tube Channel:
Here are the top 10 tips for marketing sustainability that came out of that conversation:
Create your own unique sustainability journey
Gain leadership from the top for an effective team effort
Drop the jargon, avoid ‘greenwash’, go for absolute clarity
Link-up with those in the know to lessen your environmental impacts. This can be with NGOs such as the Marine Conservation Society to work on marine projects or sustainability experts to gain the right standards and certifications
Develop credible targets and deliver tangible outcomes
Breakdown your vision into bite-size pieces
Use real people and real projects to tell your success stories
Be bold in your ambitions and actions and let people know about them
Social media is your best friend in creating conversations and motivating your customers, explain on a day-to-day basis how you are doing things and don’t ever tell porkie pies
Celebrate success & reward your customers. Place the emphasis on personal benefit and show how the greater good has benefited too.
Although the good old marketing strategies of knowing your customer and meeting them where they are in their environmental knowledge still holds good; sustainability marketing requires tangible proof for any claims. Promises need to be delivered.
Green Banana Marketing Ltd’sassociate sustainability practitioner, Kim Bailey, works with companies and charities to ensure that they are as green, smart and fair as they claim to be.
Why not make an action plan now of the five things you are going to tackle with your brand and marketing this summer?
These often discussed tasks keep getting pushed to the bottom of your to-do list. Set aside time now with specific dates for each task and spend a day planning each of them. Treat yourself to a nice lunch and have ‘a date’ with your ‘to dos’ and turn them into ‘dones’.
Our recommendations – although somewhat broad and of course non-specific to your cause and charity – would be the following:
1. Take a day to review each of your audience types. You should have personas for each type of person and user journeys as to how they interact and when you can prompt them to support you. Do you need to look in more detail about each of your segments? Six advantages of segmentation: Focus of the company / Increase in competitiveness / Market expansion / Customer retention / Have better communication / Increases profitability (marketing91.com)
2. Is your digital estate reflective of how people have or would like to interact with you? Do a social audit and write a social media strategy. 80% of social media users prefer to connect with brands through Facebook (Business2community)
3. How is my money spent? This is the biggest question current and potential supporters, from your experience, want to know the answer to. Is your charity explaining clearly how each pound is spent to them? What are the impacts and link this to numbers and quantities that are realistic and meaningful i.e. ‘the same as the UK population” and “the time it takes to make a piece of toast” work because they are easily understood and have a relevant context
Why not write-up meaningful case studies that demonstrate your work.
4. What is today’s brand story? Stooped in myths and no-doubt your organisation has a long history. People like to read about real people doing real projects, so bring alive the breath-and-depth of your organisation’s history i.e “delivering for the environment for the last 60 years” with the latest projects “here’s our snow leopard live tracking with Hans and his team…”
5. Use film. Make your story comes alive in 30 seconds; do have a three minute version (and a ten minute one too for potential partner meetings). About 46% of people say they’d be more likely to seek out information about a product or service after seeing it in an online video and it is the 6th most popular marketing content today (blog-eloqua.com)
In the days and weeks ahead, use the summer quiet period to make a difference. We could do the heavy lifting for you and deliver some of the above and help you tick off your to do list, before going back to school.
“If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the internet, they can each tell 6,000 friends”
Jeff Bezos, CEO at Amazon
Social media began almost a decade ago but it’s become a far more prominent and important part of most people’s lives than we could have predicted. It has become a more advanced version of the classic word-of-mouth – and companies try to use it as such.
Here are five tips to help increase your influence through social media platforms.
1. Know your online presence
Nowadays, almost all groups, charities, companies and individuals are running a social platform (or they should be). However, to make the most of your online presence, you need to be able to answer three fundamental questions:
What is my online presence? For instance, we’ve had clients not knowing about multiple Twitter, LinkedIn and Facebook feeds, working inconsistently with different messages
Which social platforms best fit my supporter /audience base? For instance, Vine, the six second video sharing site, lends itself very well to WWF’s endangered species programme, but is perhaps less effective for the Samaritans’ support work
How are we measuring our influence online? Are we plotting and measuring where people go on our site, who is re-tweeting and what number of comments are we getting on our posts? (and, more importantly, how many people has this been fed on to)? Most platforms offer tools to measure how many times your pages or posts have been seen, the number of clicks per minute you’ve received, what content is the most appreciated (liked) by viewers, and so on.
2. Understand the best way to influence key audiences
Once you have found what is the best platform to reach your target audience, you need to find the best way to influence them through this channel. Should we produce posts, videos, photos and engage our target audience with games, petitions, actions, competitions etc? Keep them informed of how many actions and time spent equates to a certain level of influence. Amnesty do this really well, explaining that in 5 minutes you could sign a petition, with half a day’s support, you could attend a rally.
3. Produce shareable content – and make it easy to do so!
Most social platforms allow for the sharing of content so it is easy to engage with campaign videos, infographics, viral, posters, etc. in this most popular way. As stand out is tough on social platforms, all your creative talents should be focused on producing relevant photos to promote your posts and increase sharing opportunities. Make sure your content is not too heavy and long, and that people can quickly understand and share with their comments (and ownership). Heck, why not write a shareable chunk of text to go with posts, 140 word re-tweet friendly.
4. Consistent and flowing campaigns – don’t start and stop.
When you start being present on a social, make sure you keep your audience engaged by regularly posting information (at least twice a week). Show off past projects and successes, the difference you’ve made so far, your ‘storyboard’ or your personality – by interacting in this way, you will build engaged audiences. Keep you audience up to date. But don’t bore them.
5. Finally, let others do the heavy lifting!
Relevant partners will happily use your content, so build your campaign and change strategy with this in mind. You may well be the trusted partner in this programme and you can make use of networks, which may well quickly get to 1.5million people – if you are working with O2 Priority Moments, for instance. This is well worth doing if it can build support and engagement in a meaningful and relevant way.
Some of the best charities and environment social campaign from the last year include:
Campaign “Touch Yourself” for Breast Cancer Awareness
The campaign launched in October 2012 by F Cancer and Women’s Health and Men’s Health magazines, aimed to promote early cancer detection through self-checks for breast lumps. A Facebook app was created to pledge to perform a self-check and share a variety of 14 pre-written postcards with friends, encouraging them to do the same.
This is the king of campaigns, a perfect example of how to use of social channels. Facebook was the main channel, with sharable content engaging the target audience and ways to encourage friends to do the same.
Campaign Twestival for Charity: Water
“On 12 February 2009, 200+ international cities hosted a Twestival (Twitter + festival) to bring Twitter communities together to raise money for Charity: Water”. One week later the charity water staff flew to Ethiopia to drill the first well.
They immediately posted videos on Twitter related to their work, with some “re-tweetable“ information about water conditions, and published funds raised for each city. The Twitter activity allowed communities to engage, raise £174,899 funds for water projects, to build 55 wells, to serve water to over 17,000 people, and also to allow followers to see the day to day activity.
We’ve had the party of the century- a great atmosphere with The Games, the Diamond Jubilee and 70,000 Gamemakers reminding us what is important. Now is an opportunity to get your house in order – a fresh start with a bit of an autumn spring clean on the back of everyone feeling so positive. There are ten things we think you could do which could add value to your organisation and help the business grow in ways not only relevant to our clients (charities, sustainable caring companies and education based orgs) – but to others too. Why not:-
1. Have your own Gamemakers plan – take on teams of passionate people who care about your cause
2. Do a social audit of all those twitter accounts that have crept up; who are they for and are they of any value? Write a social media policy (who are your main bloggers, are they on message, what’s the back up for them?)
3. Fill in the gaps in your database and ring up lapsed supporters
4. Organise that ‘getting to know us day’ for supporters to hear about your future work and the value they bring
5. Get new blood on the board – draw up a short list of new skills you need from Trustees
6. Be at the right events with a plan of all the best ‘Free events’
7. Write up your case studies – like agencies do – of all your great work and put it online
8. Produce a 30 mins film about your organisation and post online
9. Look at who the organisation has partnered throughout its life; get back in touch with old friends
10. Make sure all staff have a campaigning and promotions element to their job.
In the happy days and weeks after the great summer – make some progress on those often discussed tasks. Or at least let Green Banana Marketing help with the ones that drop off your list.