Specifics
Target:
Increase regular giving supporter records by 5% across the 10 week period.
Target audience:
Fairly broad, warm and cold audience, 18+
Measure and evaluate:
Using a fortnightly report to review if target is being met. Review after 5 weeks for a plan b if necessary.
Timescales
Do one pager on lower budget? NB: if higher budget:- artwork, advert would be ready to launch at the start. Direct mailing would land on launch.
Media channels and activity
- As before
- Outdoor advertising: train and bus stop - pushing for the platform and stops that go to the city centres
- Bus rears/street liners
- Direct mailing campaign (letter, postcard, possible follow up phone call)
- Sky adsmart - to place adverts during Emergency Helicopter Medics
Budgets
Insert screen shot of budgets
Need to add in about acquisition too
Media channels and activity
Break up to make more visual?
Icons?
Also add in link to budget
- Social media: organic facebook, twitter, instagram posts.
- Social media: paid facebook/instagram.
- Press releases that tell a patient story coming up in Helicopter Emergency Medics, CTA regular giving.
- Blog posts on website with similar content.
- Email: to current supporters with standing orders (signed up over 6 months ago to not bombard) telling them benefits to the charity of switching to regular giving.
- Email: to current supporters who give small amounts regularly.
- Additional email: ensure a welcome email within 48 hours of signing up - reminding them they are in a community and how their contribution makes a real difference.
- Parish magazine adverts and articles
- Magazine/newspaper editorial and adverts
- Volunteers on street spreading the word
- Radio interviews - local BBC station
Messaging and call to action
- Feel part of a special group - 'Guardians of Air Ambulance'
- Choice of £3 - seems a popular amount - small enough to not notice but enough to feel good
- Comparison to what it costs less than
- Emphasis on 'your' - personal message
Marketing plan:
Increase regular giving supporters during the 10 week period in Autumn 2019 when Emergency Helicopter Medics airs on More4.