S H O W P E O P L E WA N T I T
“Need to break down
silos, loosen up on ‘your
KPIs’ and ‘my KPIs’ –
we’re all in it together.”
“We’re not integrated from
our audiences perspective
– silo working means
they’re not at core of our
marketing.”
“We’re doing quite well at
working towards integration
but we have not clearly
defined what we mean by
integration, what the group
is and why its here.”“We need to identify
the key issues that
we want to crack in
the next 12 months
and focus on those.”
“I think there needs to be
stronger emphasis on
IMG’s role being to forward
plan and integrate all our
external marketing
communications activities
across the whole
organisation.”
“We don't give ourselves time
and space to resolve the difficult
issues, have discussions and
arguments, get resolution.”
S H O W I T C A N B E D O N E
Share case studies with different approaches
Invite in external speakers who have done it
S H O W W E N E E D I T
Fit with strategy and organisational values
Nessesary to achieve our objectives – embed it in the plan
In line with our ‘Common Approach’
Evidence – brand tracking / market research
Make it memorable / shocking to challenge internal
assumptions. Most people in the UK don’t know Unicef is for
children!
S T E P 2 – AG R E E A D E F I N I T I O N
Unicef UK’s definition of integrated marketing
We are committed to working together to proactively plan our mass public communications and marketing.
We are joined-up in everything we do that reaches the British public, aiming to recruit more loyal supporters for Unicef UK.
We are dedicated to developing campaigns and integrated moments that work together in unity, rather than in isolation.
We are committed to prioritising – doing fewer things, bigger and better – so we use our resources more effectively.
S T E P 3 – C R E AT E T O O L S
Annual marketing ‘framework’ (strategy?):
Definition of integration and integration-related objectives for the
year
Objectives across key strategic areas – income, influence and brand
Organisation-wide target audience strategy and pen portraits
Over-arching narrative / messages
Priority projects – objectives, messages, milestones, key people
responsible
Corporates
Skyscraper
‘launch’
moment25th CRC
anniversary -
SOWC
Q1
Q2
Q3
Q4
Advocacy Fundraising Sport UK
Christmas
appeal
Emergencies
Trafficking action
launch
Winter
Appeal
Christmas
moment
‘Seeding
and
weaving’
phase
starts
‘Driving’
phase
starts
Games
Time
Opening
Ceremony
Integrated campaign
‘Developing’
phase
Market
research
Live Below
the Line
3rd
anniversary
Syria Art
project
Herald
appeal
launch
Baby I love you
launch
Ticket
launch
Match
day
Barclays
Wheels for
Change
launch
Day for
Change
Pampers
1 pack=
1 vaccine
Halloween
Ball
Sports Day
activities
BFI
conference
Child Rights
Journey
launchEasyjet
summer
campaign
Easyjet
winter
campaign
QBR back
in UK
Preventing
Sexual
Violence
Initiative
Celebrate
for Soccer
Aid
Trafficking
Bill
Syria DRTV
Syria DRTV
England
football
partnership
launch (Team
UNICEF)
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T H E Y E A R A T A G L A N C E
S T E P 3 – C R E AT E T O O L S
Project Marketing plan template:
Overview and objectives
Marcomms external moments / milestones
Key messages
Audit of existing content and new content required
Marcomms activity grid:
Risks
Evaluation
Sign-off
Activity title Audience Objective(s) Activity summary & key
message
Call to action Channel /
media
Activity
dates
Targets
(KPIs)
Budget
activity
activity
activityactivity
activity
activity activity
activity
activity
FOR EVERY CHILD
IN DANGER
T H E B I G F I V E
D A N G E R S F A C I N G
C H I L D R E N T O D A Y
1. Violence,
exploitation and
abuse
2. Disease
3. Hunger and
malnutrition
4. War and conflict
5. Disasters
W H Y A C A M PA I G N ?
Rooted in ambitious and inspirational impact for children – good for both
internal and external positioning.
Avoided it becoming too much about ‘brand’.
A large, but defined, programme of activity – 80%+ of everything we do over
5 years.
A fresh focus to engage people with, internally and externally, with a ‘launch’
moment and planned peaks of activity.
W H AT ’ S W O R K I N G W E L L
Immediate results – best every Christmas fundraising appeal, advocacy
impact.
Much longer-term planning e.g. more clarity on peak moments.
Increased opportunities to engage partners etc in a timely way.
New narrative look and feel working effectively across all activity.
Senior staff are advocates for campaign, externally and internally.
More day to day comms planning and sequencing of activities, using our
new planning tool.
C H A L L E N G E S
How to take integration to the next level? More proactive planning together,
rather than retrofitting.
How to prioritise more rigorously and say no to some opportunities if they
don’t fit? Weighing up long-term impact against short-term results.
How to balance multiple objectives for specific pieces of activity?
How to mainstream the campaign and an integrated approach into our
DNA?
How to stay on top / ahead of the changes in the external marketing and
media environment that are driving the need for integration?
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do.
www.charitycomms.org.uk