PowerPoint Presentation

#makeamomentCampaign Review

#makeamoment

OGSM Objective

Build brand advocacy for our charity across all our audiences

Campaign Objectives

-Raise awareness of our charity & the support that we give children & families-Increase social media engagement & following-Engage with our local community-Engage with local media-Trial text to donate

3 key elements to the #makeamoment campaign:

Social Media#makeamoment day Media & Advertising

Campaign launched 1st Dec3 families shared their moments to support the social media activity.Targeted 35 of the biggest interactors to help launch the campaign, 23 supported.Monday 26th JanuarySupport from BBC Radio Leeds & Heart FMMaking peoples moments within our communityMaking moments for our supportersBusinesses supporting us by making moments for their customers55 bus backs & Huddersfield train station 7 week advertising campaign.Radio coverage through Heart FM & BBC Radio LeedsPress coverage UK Charity Digital News, Examiner, Halifax Courier

Campaign Objective 1

Raise awareness of our charity & the support that we give children & families

Brand Awareness

HuddersfieldTotal respondents 63

Have you seen any advertising for Forget Me Not Childrens Hospice?

21 out of 63 answered yes (33%)

Train Station 10 (48%)Huddersfield Examiner 2 (10%)Kirklees College 1 (5%)Buses 4 (19%)Cant Remember 4 (19%)

Brand Awareness

HalifaxTotal respondents 54

Have you seen any advertising for Forget Me Not Childrens Hospice?

25 out of 54 answered yes (46%)

Bus 3 (12%)Newspaper 2 (8%)Kirklees Library 1 (4%)Charity Shop 2 (8%)Television 9 (36%)Radio 1 (4%)Cant Remember 7 (28%)

Brand Awareness

Have you seen any advertising for Forget Me Not Childrens Hospice?

28 out of 67 answered yes (42%)

Bus 6 (21%)Train Station 3 (11%)Shops 2 (7%)Twitter 2 (7%)Cant Remember 15 (54%)WakefieldTotal respondents 67

Campaign Objectives 2 & 3

Increase social media engagement & following

Engage with our local community

Some Campaign Feedback

Media Trust is the UK's leading communications charity 24.4k followers

Big Cat are marketing & PR specialists based in London & Birmingham 2.8k followers

OGSM Recommendation

Q. Would you recommend a friend to donate to Forget Me Not Childrens Hospice?

Campaign Objective 4

Engage with local media

Press Coverage

Halifax Courier & Brighouse Echo

Campaign Objective 5

Trial text to donate

Text to donate

Full campaign 325 texts 975

#makeamoment day 85 texts 255

And the campaign is not over yet.

Childrens Hospice Week #makeeverymomentcount We will push a second social media burst of #makeamomentVideo based social media campaign

Birthday MonthIts our birthday could you make a moment for us social media planCelebration Event about recognition & making moments for our supporters (corporate & community)

Your Assignment

Part 1

Critically evaluate FMNCHs #makeamoment campaign

Analysis of effectiveness of engaging target audiencesEvaluation of tools used in the marketing campaignEvaluation of the strategic and tactical positioning of the campaign

Part 2

Given the campaigns objectives to Build brand advocacy for our charity across all our audiences

With a budget of 12,000 how would you have approached a fully integrated brand awareness campaign

Sheet1RecommendationTarget 14/15Actual 13/14ActualFamilies80%no measure100%CommunityHudds 84% Halifax 96% W'field 50%Hudds 84% Halifax 96% W'field 42%Hudds 86% Halifax 94% W'field 87%Corporate90%no measure93%Care professionals95%no measureEmployees80%57%64%

Sheet214/1513/141. Marketing Communication Plans

Sheet3