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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

Higher budget campaign:

  • 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

Lower budget campaign:

  • 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

  • Thank you - link to NAAW

  • 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

  • Three options to give

Marketing plan:

Increase regular giving supporters during the 10 week period in Autumn 2019 when Emergency Helicopter Medics airs on More4.

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