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