Making it relevant Sara Thompson RNLI Marketing Manager - - PowerPoint PPT Presentation

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Making it relevant Sara Thompson RNLI Marketing Manager - - PowerPoint PPT Presentation

Sep 21, 2023 127 likes •369 views

Making it relevant Sara Thompson RNLI Marketing Manager @saramargaret27 rnli.org Youth strategy @saramargaret27 rnli.org Cancer Research UK 96% 96% Children in Need 95% 95% Brand Comic Relief - Red Nose Day 94% 94% British Red

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Making it relevant

Sara Thompson – RNLI Marketing Manager @saramargaret27 rnli.org

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@saramargaret27 rnli.org

Youth strategy

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@saramargaret27 rnli.org

5% 5% 26% 26% 43% 43% 46% 46% 49% 49% 56% 56% 62% 62% 65% 65% 72% 72% 73% 73% 75% 75% 77% 77% 80% 80% 81% 81% 84% 84% 86% 86% 94% 94% 95% 95% 96% 96% Medecins San Frontieres Mountain Rescue England & Wales RNLI GOSHCC NSPCC RSPCA The Guide Dogs for the Blind Assoc. St John Ambulance Oxfam Save the Children Help for Heroes The Salvation Army Dogs Trust Macmillan Cancer Support The National Trust British Red Cross Comic Relief - Red Nose Day Children in Need Cancer Research UK

Brand awareness is low amongst young people

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@saramargaret27 rnli.org

Why engage with a younger audience?

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@saramargaret27 rnli.org

Membership

UNDER 11 YEARS OLD 11 - 18 YEARS OLD

?

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“The RNLI is a great charity because it saves so many lives at sea and I took my Storm Force pack into school and did a talk.”

@saramargaret27 rnli.org

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Campaigns

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@saramargaret27 rnli.org

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Partnership working

We joined forces with The Lad Bible The Lad Bible – a powerful social channel that reaches a huge number of young men in the UK. This partnership has been described by Lad Bible as their ‘most successful brand partnership to date’, and with the films attracting some 4 million views… 4 million views…

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We also secured a media partnership across the Bauer and Global networks, where radio stations worked together to promote RTW safety messages throughout August 2016.

@saramargaret27 rnli.org

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  • Followed by half all UK men 18 to 24

and a quarter of women same age

  • Third most watched media property

globally behind Buzzfeed and TimeWarner

  • Approx. £3 billion views per month –

more than Disney

  • Publishes 50 videos per day
  • Average of over 1m views
  • Developing social conscience e.g.

Suicide & mental health

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@saramargaret27 rnli.org

Adapting for a younger audience

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Recruitment

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@saramargaret27 rnli.org

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@saramargaret27 rnli.org

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rnli.org @saramargaret27

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  • Touch pay?
  • Virtual reality
  • F2F fundraising using tablets
  • Events
  • Partnering with Just Giving etc
  • Social media – Instagram,

Snapchat, LinkedIn

@saramargaret27 rnli.org

Making it quick, easy and fun

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Thank you

@saramargaret27 sara_thompson@rnli.org.uk