Post on 14-Jan-2017
Barnardo’s retail engagement campaign proposal
Presentation by Taiye Aro MCIM, BA
Campaign concept: ‘Make Goods Happy’
All goods must have a purpose Transform lives.
Call to action- changing what it means to donate
Make Goods Happy. Transform Lives. Donate to Barnardo’s.
#makegoodshappy
Campaign plan – engage those who are listening
Campaign endorsement• Approach celebrities/MPs to support
campaign by donating their unwanted items to Barnardo’s and sharing it on networks such as:
#makegoodshappy
#makegoodshappy
Encourage the others to follow suit
#makegoodshappy
Comms activities: Video
#makegoodshappy
Comms activities: Campaign website
Dedicated portal Web content
• Video• Social media widget• Blogs/case studies• Barnardo’s store locator
#makegoodshappy
Comms activities: PR and media
• Advertorial• Press release
#makegoodshappy
Comms activities: Print/internal awareness
Barnardo’s stores• Posters• Leaflets e.g. school’s pack• Business cards
Staff/volunteers• Intranet• Staff email• Staff newsletter articles
#makegoodshappy
Campaign evaluation
Social media• Use to curate
public’s response and conversations.
• Monitor Barnardo’s Facebook page likes and shares.
• #makegoodshappy video likes/share.
• Monitor changes in number of followers to social media channels during launch.
Digital• Use analytical software such
as Google analytics to measure web traffic.
• Number of likes/shares to Barnardo’s micro-site.
#makegoodshappy
Campaign evaluation cont.
PR & Media• Mentions in
publications/blogs.• Monitor enquiries from
journalists.
Awards• Institute of promotional
marketing awards 2016 (Category: Not For Profit, Charities and Public Sector).
• Marketing society awards (Category: Not-for-profit marketing).
#makegoodshappy
Thank you.
#makegoodshappy