Developing a channel plan – workshop | The future of engagement conference | 25 April 2018

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Paul Gill, head of digital engagement, Oxfam Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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  • 1. Workshop: Developing a channel plan Paul Gill Head of Digital Engagement, Oxfam GB @paulsimongill
  • 2. INSIGHT AUDIENCE PRODUCTS CHANNELS
  • 3. AUDIENCE
  • 4. PRODUCTS
  • 5. CHANNELS
  • 6. PAID ● TV ● Radio ● Search ● Social ● Digital display ● Display ● Affiliates OWNED ● Web/mobile ● Apps ● Email ● Post ● Phone ● Social ● SMS ● Face-to-face EARNED ● Media ● PR ● Natural search ● Outreach ● Content marketing
  • 7. INTENT = Direct response, direct IMMERSION = Engagement, indirect
  • 8. MULTICHANNEL
  • 9. WORKSHOP
  • 10. GameLife A charity that uses computer/video games for therapeutic benefit of children in the UK with mental and/or physical illness. Funded by a mixture of grants and public donations. Revenues £3m/year, helping 8,000 children a year.
  • 11. GameLife’s channels ● Twitter: 4,000 followers. ● Facebook: 8,000 followers. ● Instagram: (new): 800 followers. ● Website: content on charity (stories, facts); can take single and repeat donations; optimised for mobile. ● No Google Grants.
  • 12. Brief Objective Engage & acquire new supporters for GameLife. Engagement and long term value more important than money raised. ROI ~1 acceptable. Audience Muslim adults, esp young (18-35) muslims, UK-based. Budget £30,000 (media and creative)
  • 13. ABOUT THEM ● 2.8m Muslims in the UK. ● Sometimes geographically distinct: 26 constituencies with significant (20% or more) Muslim populations. ● Nearly half of Muslims in England and Wales are under 25. ● 260,000 Muslim married households with dependent children: 35% vs 15% for overall population. VALUES & BELIEFS ● Islam is the second largest faith group in the United Kingdom. ● Religion is an important identification for young British Muslims. ● Core values of family, egalitarianism, meritocracy, free enterprise, public duty and charity. ● 64% Labour vote in 2015 election (and possibly further swing to Labour in 2017). CHARITY PERCEPTIONS ● Muslims gave more than twice as much per capita to charity last year as the average Briton (£371 versus £165). ● Zakat (period of giving around Ramadan) is a religious obligation. ● Give to Muslim and non-Muslim causes. ● No awareness of GameLife. CHANNEL USAGE / BEHAVIOUR ● British Muslims are top online givers ● Variety of social channels: Insta, Facebook, Twitter. Several high-mid profile Muslim influencers on social media. ● Media: broad range, with some Muslim- specific (e.g. Muslim News, British Muslim Magazine). ● Muslim engagement with computer games not known.
  • 14. TEMPLATE
  • 15. YOU HAVE 20 MINUTES
  • 16. LET’S REVIEW
  • 17. WHAT DID YOU LEARN? WHAT WOULD YOU DO DIFFERENTLY? ANY QUESTIONS?
  • 18. Paul Gill Head of Digital Engagement, Oxfam GB @paulsimongill Thanks for participating!
  • 19. The future of engagement: developing audience-centred strategies 25 April 2018 London #CCaudience Sponsored by
  • 20. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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