Overall Needs
-
From branding to Branding
-
From ”comms” to “marcomms” (upgrade competence)
-
Optimal integration with development (silo busting A-team)
-
Data driven/informed approach
-
Better Planning/processes
-
Audience centric mindset (messaging+ content + experience)
A PEEK AT (LONG) ROAD AHEAD
Devo-MarComms Retreat // Sept. 2018
Expected Outputs
-
Improved Brand metrics through quality and amplification
-
Growth (supporters>growth, “ACRR”)
-
Increased efficiency of each marketing dollar (so we can spend more)
-
Happy teams all over ☺
A PEEK AT (LONG) ROAD AHEAD
Devo-MarComms Retreat // Sept. 2018
“Culture eats strategy for breakfast”
-
Optimal integration happens if we share common goals
-
Sharing goals means that we are all accountable for all of them
(i.e. revenue AND brand) -
”IGY” vs. “CYA” policy - we impersonate our values
-
We champion each others areas and we celebrate our colleagues
-
We “socialize for excellence”
-
We share our expertise generously
ONE TEAM, ONE GOAL
Devo-MarComms Retreat // Sept. 2018
BHC (Big Hairy Caveats)
-
What you are about to see is not a marcomms strategy (yet)
-
Terms and conditions are subject to change (with notice)
-
By reading this fine print you agree to be patient (especially with me)
THE FINE PRINT
Devo-MarComms Retreat // Sept. 2018
SOCIAL MEDIA & DIGITAL CAMPAIGNS
Devo-MarComms Retreat // Sept. 2018
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Social Media & Digital Campaigns
STRENGTHS
- Social media as an acquisition tool
- Compelling campaign-driven content engages and cultivates our digital audience
- A loyal and engaged core audience
WEAKNESSES
OPPORTUNITIES
THREATS
Social Media & Digital Campaigns
STRENGTHS
- Social media as an acquisition tool
- Compelling campaign-driven content engages and cultivates our digital audience
- A loyal and engaged core audience
WEAKNESSES
OPPORTUNITIES
THREATS
- Social audiences are smaller than peer organizations
- Not enough variety in content formats
(ie, more video needed) - Content planning isn’t consistently optimized for social audiences (more reactive than proactive)
Social Media & Digital Campaigns
STRENGTHS
- Social media as an acquisition tool
- Compelling campaign-driven content engages and cultivates our digital audience
- A loyal and engaged core audience
WEAKNESSES
- Increase investment in acquisition
- Leverage the political moment and people’s engagement on social justice issues
- Increased interest and tools for digital giving
OPPORTUNITIES
THREATS
- Social audiences are smaller than peer organizations
- Not enough variety in content formats
(ie, more video needed) - Content planning isn’t consistently optimized for social audiences (more reactive than proactive)
Social Media & Digital Campaigns
STRENGTHS
- Social media as an acquisition tool
- Compelling campaign-driven content engages and cultivates our digital audience
- A loyal and engaged core audience
WEAKNESSES
- Increase investment in acquisition
- Leverage the political moment and people’s engagement on social justice issues
- Increased interest and tools for digital giving
OPPORTUNITIES
THREATS
- Social audiences are smaller than peer organizations
- Not enough variety in content formats
(ie, more video needed) - Content planning isn’t consistently optimized for social audiences (more reactive than proactive)
- News cycle volatility makes it difficult to hold people’s attention
- Social media platforms and users’ preferences are constantly evolving
- Competitors invest more ad $ to acquire a donor
Social Media & Digital Campaigns
Opportunities for Increased Collaboration
-
Increase communication and sharing of campaign and content planning across Development
-
Integrate social and digital goals into larger Development and MarComms budget and revenue planning
-
Take a more holistic view of digital channels to better integrate our platforms and steward new and existing donors
Social Media & Digital Campaigns
WEB DEVELOPMENT
& OPERATIONS
Devo-MarComms Retreat // Sept. 2018
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Web Development & Operations
STRENGTHS
- Combined skillset offers a full range of enterprise-level website services
- State-of-the-art CMS and web platform
- Content production support for editorial & creative staff
- Provide web support for the entire PIH organization
WEAKNESSES
OPPORTUNITIES
THREATS
Web Development & Operations
STRENGTHS
- Combined skillset offers a full range of enterprise-level website services
- State-of-the-art CMS and web platform
- Content production support for editorial & creative staff
- Provide web support for the entire PIH organization
WEAKNESSES
- Capacity
- Inconsistent visual theme and branding guidelines
- Inconsistent frequency of metrics reporting
- Lack of documentation
- Outside agencies can duplicate work, create inefficiencies
- Priorities and long-term goals need buy-in and resources
OPPORTUNITIES
THREATS
Web Development & Operations
STRENGTHS
- Combined skillset offers a full range of enterprise-level website services
- State-of-the-art CMS and web platform
- Content production support for editorial & creative staff
- Provide web support for the entire PIH organization
WEAKNESSES
- Capacity
- Inconsistent visual theme and branding guidelines
- Inconsistent frequency of metrics reporting
- Lack of documentation
- Outside agencies can duplicate work, create inefficiencies
- Priorities and long-term goals need buy-in and resources
OPPORTUNITIES
THREATS
- Upcoming microsites: Spring Gala Event, ‘Impact’ pages
- PIH.org visual refresh
- Integration of partner websites
(UGHE, PIH Canada, PIH Engage) - Donor accounts/sign-ins:
Profiles, donation history, premium content access
Web Development & Operations
STRENGTHS
- Combined skillset offers a full range of enterprise-level website services
- State-of-the-art CMS and web platform
- Content production support for editorial & creative staff
- Provide web support for the entire PIH organization
WEAKNESSES
- Capacity
- Inconsistent visual theme and branding guidelines
- Inconsistent frequency of metrics reporting
- Lack of documentation
- Outside agencies can duplicate work, create inefficiencies
- Priorities and long-term goals need buy-in and resources
OPPORTUNITIES
THREATS
- Upcoming microsites: Spring Gala Event, ‘Impact’ pages
- PIH.org visual refresh
- Integration of partner websites
(UGHE, PIH Canada, PIH Engage) - Donor accounts/sign-ins:
Profiles, donation history, premium content access
- The industry changes extremely rapidly, it’s easy to fall behind in best-practices and visual style
Web Development & Operations
Team Priorities
-
Maintenance
◦ Bug fixes, performance monitoring
◦ Platform administration, training, content production support
-
Feature development & improvements
◦ Develop extended functionality and visual enhancements
◦ New product/plugin evaluation and implementation
◦ Traffic data collection and analysis
-
Optimization & Sustainability
◦ Perform regular platform and security updates.
◦ Ensure long-term support and compatibility of 3rd party modules
◦ Provide responsible code management, modern version control systems and documentation.
Web Development & Operations
We can help you!
- We can provide BSD Tools, sign-up and donation page support.
- We can provide performance metrics
-
We can provide CMS publishing access and training. Ex:
- “More ways to give” page
- Conference call audio hosting and landing pages
- Leadership Giving Society
You can help us!
-
If you have a website project request:
- The more context you provide, the better
- Consider your requirements and your audience in detail
- Give enough lead time for development
Web Development & Operations
CONTENT
MULTIMEDIA CREATIVE
Devo-MarComms Retreat // Sept. 2018
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Content, Multimedia & Creative
STRENGTHS
- Plenty of content opportunities
- Willingness to collaborate
- Commitment to respectful storytelling
- Improved relationships with site colleagues
WEAKNESSES
OPPORTUNITIES
THREATS
Content, Multimedia & Creative
STRENGTHS
- Plenty of content opportunities
- Willingness to collaborate
- Commitment to respectful storytelling
- Improved relationships with site colleagues
WEAKNESSES
- Inconsistent flow of content
- Limited staff vs. need
- Lack of information / content flow from sites during emergencies
OPPORTUNITIES
THREATS
Content, Multimedia & Creative
STRENGTHS
- Plenty of content opportunities
- Willingness to collaborate
- Commitment to respectful storytelling
- Improved relationships with site colleagues
WEAKNESSES
- Inconsistent flow of content
- Limited staff vs. need
- Lack of information / content flow from sites during emergencies
OPPORTUNITIES
THREATS
- Onsite content producers
- Integrated content strategy
- Flip from reactive to proactive
- Create automated system and policy for content
Content, Multimedia & Creative
STRENGTHS
- Plenty of content opportunities
- Willingness to collaborate
- Commitment to respectful storytelling
- Improved relationships with site colleagues
WEAKNESSES
- Inconsistent flow of content
- Limited staff vs. need
- Lack of information / content flow from sites during emergencies
OPPORTUNITIES
THREATS
- Onsite content producers
- Integrated content strategy
- Flip from reactive to proactive
- Create automated system and policy for content
- Evolving audience preferences for digesting content
Content, Multimedia & Creative
How Can We Work Better Together?
- Better content strategy and planning
- Streamline processes and deadlines
- Create systems and share knowledge to empower colleagues
Content, Multimedia & Creative
EXTERNAL RELATIONS
Devo-MarComms Retreat // Sept. 2018
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
External Relations
STRENGTHS
- Esteemed brand
- Ability to craft compelling messages
- Solid media contacts
WEAKNESSES
OPPORTUNITIES
THREATS
External Relations
STRENGTHS
- Esteemed brand
- Ability to craft compelling messages
- Solid media contacts
WEAKNESSES
- Lack of PR policies
- Few trained spokespeople
- Need for strategic alignment
- Lack of influencer engagement
OPPORTUNITIES
THREATS
External Relations
STRENGTHS
- Esteemed brand
- Ability to craft compelling messages
- Solid media contacts
WEAKNESSES
- Lack of PR policies
- Few trained spokespeople
- Need for strategic alignment
- Lack of influencer engagement
OPPORTUNITIES
THREATS
- Donors eager to be attracted, energized, and retained
- Can get more for less with clear priorities
- Influencer strategy
External Relations
STRENGTHS
- Esteemed brand
- Ability to craft compelling messages
- Solid media contacts
WEAKNESSES
- Lack of PR policies
- Few trained spokespeople
- Need for strategic alignment
- Lack of influencer engagement
OPPORTUNITIES
THREATS
- Donors eager to be attracted, energized, and retained
- Can get more for less with clear priorities
- Influencer strategy
- Natural disasters and crisis
- Loose lips
External Relations
How Can We Work Better Together?
-
Collaborate on FY19 priorities
-
Support FY19 strategy
-
Advocate for PR strategy and policies throughout org
External Relations
MarComms Retreat
By John Ra
