free digital tools

CAADA CHARITY COMMS SEPTEMBER 2012

FREE DIGITAL TOOLS

About CAADACAADA is a national domestic abuse charity working to save lives by transforming the way victims are supported.

We provide practical help to support professionals and organisations working with domestic abuse victims. Our aim is to protect the highest risk victims and their children – those at risk of murder or serious harm.

Our goals:

To work in partnership with professionals and organisations to:

• Halve the number of victims experiencing high risk domestic abuse from 100,000 to 50,000.

• Halve the average time it takes victims to seek help from 5 years to 2.5 years.

About CAADAOur approach:

• Second tier – no direct service provision to victims• Funding = statutory grants and fee income • B2B marketing v important, voluntary fundraising not • Move towards local commissioning of stat funded

programmes over the next 3 years

Our audiences:

• Local commissioners• National and local policy makers • Domestic abuse sector organisations and professionals• Multi-agency public and voluntary sector professionals

(police, social workers, health workers, housing, drug and alcohol etc)

About CAADA

• Policy focussed = dry and theoretical subject matter• Website uses web 1.0 static html web pages edited through

Dreamweaver - v retro (not in a good way!)• No ability to upload images or video on our current website • No funding for new website and very limited digital marketing

budget • No CRM

The solution?• Use free / low cost digital tools to build engagement and market

our services in the interim • Produce a digital strategy to shape future approach• Apply for funding using strategy as evidence of thinking

Communication and digital challenges:

Digital Marketing Lifecycle

Source: http://www.leapfrogg.co.uk/how-we-do-it/

Digital Assets - SEMSearch Engine Marketing (Paid & Natural)Google Adwords (free charity grant)

What we are using it for

Building website traffic Mixed paid and unpaid

Benefits

Most common source of traffic Free / Low costs

Tip: Link your adwords and your analytics, particularly around goal tracking

Digital Assets - WebsiteWebsite

What we are using it for Educate audience about who we

are and what services we offer Promotion and marketing Information and support for your

customers Improve customer relationships

Benefits 24 hour global presence Builds customer confidence 100% CAADA brand

Digital Assets - BlogsBlogs - Wordpress

What we are using it for Providing relevant and up-to-date

content to readers Providing content that integrates

with other channels Providing a forum for dialogue

Benefits Low cost Ability to position ourselves as

thought leaders Community building Media and Public Relations Competitive differentiation SEO enhancement Brand building

Digital Assets – EmailEmail Marketing – MailchimpUp to 2000 subscribers, 12000 emails free.

What we are using it for Segmented and tailored

marketing communications Policy and news announcements

Benefits Low cost Personalized/targeted Quick to deploy and receive

response Measurable results Opt-in or unsubscribe options

(focus only on interested parties) High sales conversion, including

repeat sales, up-selling and cross-selling

Tip: Have HTML templates designed and developed

Digital Assets - SocialSocial – Facebook, Twitter

What we are using it for Providing relevant up-to-date content to

audience As a forum for dialogue and feedback Building or expanding our online community Building integrated product/service

marketing and branding efforts Provide content that is integrated with other

online channels

Benefits Direct conversation Connecting to peers Community building Media and Public Relations Ability to demonstrate thought leadership SEO enhancement Brand building

Tip: Sharing news articles is a quick and easy way to communicate with your sector.

ContentTypes of Content

Research Briefings Interviews News from the sector Policy updates

Benefits Demonstration of thought leadership Point of difference Lead generation Shortening the sales cycle through list

subscriptions Better search engine rankings

Tip: Use ‘Add-this’ or ‘Share-This’ buttons on your pages.

Benefits of Analytics

Analytics can inform your digital strategy by improving your understanding of your audience in the following ways:

– what content they like– what devices they like to view it on– conversion rates (so that you can work to

improve them!)– where you are losing customers– which channels perform best for which activity

AnalyticsEvent Tracking

AnalyticsEvent Tracking

AnalyticsOverall Conversions by Channel (Custom Report)

AnalyticsAssisted Conversions (Multi-Channel Funnel Report)

AnalyticsDevice Usage (Standard Report)

Looking Ahead

Ideas for the future include:• New website! (optimised for multiple

devices)• Online course registration• Video using animation• Image library• Social: Infographics, twitter feed for

CAADA research• Email marketing / CRM integration• Private social networks• Customer research• Content curation

Contact us

CAADA@CAADA_UKfacebook.com/CAADA.UK0117 317 8750

Kate TaylorDigital Marketing Executive, CAADAkate.taylor@caada.org.uk

Sam BrownHead of Communications, CAADAsamantha.brown@caada.org.uk