british heart foundation integration of online and offline for fundraising
DESCRIPTION
A whirlwind tour through the British Heart Foundation's Mending Broken Heart Appeal and how we integrated cross channel online and offline to achieve a better reach and response for awareness and fundraising objectives.TRANSCRIPT
Integrating Online & Offline Comms:BHF’s Mending Broken Hearts Appeal
Laila Takeh (BHF Digital Manager)
Since seeing the campaign
Hall and Partners: Post Campaign Evaluation for BHF
Could be
money or for
stores
Paid media – TV & Press
4
TV
DRTV
print adverts
Paid media - Digital
5
Earned media
Breaking News• Heart Failure Stats
• Science Media Centre
• Interviews with scientists
Target Media• National broadsheets
• News channels
• Regional news
• Online
Soft Launch•Celebrity interviews•Case studies•Photo call •Radio Day
Target Media•On the sofa•National tabloids•Regional Radio•Social media
Owned media
Owned mediashops
members mag
direct mail youtube
1 in 4 saw at least two media creatives, 1 in 10 saw three
TV: 49%
Print: 15%
Digital: 15%
2%
6%
4%
5%
2%
34%
3%
Hall and Partners: Post Campaign Evaluation for BHF: ATL Recognition
Challenges
• Complex scientific message
• Balancing requirements despite wide variety of formats, objectives and audiences
• Internal comms across entire organisation
• Interdependencies but varying lead times
How we did it
• Steering group
• Core project team and representatives
• Integrated planning
• Strands for focus
• Key message and campaign brand doc
• Audience and journey mapping
Do’s and Don’ts
DO
• Define roles upfront
• Create single campaign visual and message guidelines
• Map user journeys and timings
• Daily campaign stats catch ups
DON’T
• Force integration
• Forget contingency planning
• Sweat the small inconsistencies
• Be territorial
Questions?
Laila @spirals