Marketing 201 United Way Southeast Regional Conference (May 16, - - PowerPoint PPT Presentation

Marketing 201

United Way Southeast Regional Conference (May 16, 2018) Neil Parekh, United Way Worldwide Director of Network Communications

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My Daughter Emily Reciting the Brand Credo

#UWSERC | @neilparekh_uww

Why did we update our messaging?

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Why we needed new messaging [Link]

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United Way Worldwide Brandscape Video / PSA

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United Way Worldwide Brandscape Video (Link)

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Highlights (April 1-December 31, 2017)

• 99% Total Market Penetration (209/211 Nielsen Designated

Market Areas (DMAs)

• 40% of Top 10 Network airings are on CBS
• 40% of all airings are in the coveted early morning daypart (5am-9am

local time), maximizing exposure to critical target audiences

• In 2016, 40% of airings were late night daypart (1am-5am)
• Total Airings Reported: 57,679
• Est. Total Impressions: 47.7M

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RESULTS: PSA Metrics

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• PSA has been on air at least once in ALL but 2 markets* in the US

[209/211 Nielsen Designated Market Areas (DMAs)]

• Nielsen Top 20 (out of 1500+ PSAs measured) for 6 of the first 9

months on air

• Exceeding historical value of donated media

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RESULTS: PSA Metrics (cont’d)

Source: TV Access; Nielsen #UWSERC | @neilparekh_uww

• July 2017: American Marketing Association’s 2017 Nonprofit

Marketer of the Year

• Sept. 2017: PRNews Platinum & Agency Elite Awards 2017 PSA
• f the Year (Honorable Mention)
• Jan. 2018: PR News’ Nonprofit Awards - PSA

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RESULTS: Awards

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State of the Brand

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National Brand Tracker: Awareness and Action

• Q36. Overall, how likely are you to

do each of the following things over the next 12 months? Please use a scale of 0-10 with 0= Not at all likely, and 10=Very likely. Not exposed

(to PSA in last 6 mos.)

Gen POP Exposed

(to PSA at least 1x in last 6 mos.)

WPC Exposed

(to PSA at least 1x in last 6 mos.)

Donate to United Way 12% 48% 40% Volunteer for United Way 6% 36% 19% Recommend to a friend/family member to donate to United Way 11% 47% 34% Recommend to a friend/family member to volunteer for United Way 9% 41% 25%

NOT FOR DISTRIBUTION

https://online.unitedway.org/StateoftheBrand2017

#UWSERC | @neilparekh_uww

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National Brand Tracker: Positive effect on brand health

NOT FOR DISTRIBUTION

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PSA is resonating very well, particularly among Millennials

As a result of seeing this ad…” (aided exposure during survey) Millennials GenX Boomers Silent Gen

I have a better understanding that United Way provides local support to communities around the world 77% / 71% 68% / 63% 63% / 60% 67% / 50% I have a better understanding of what United Way does 72% / 73% 65% / 63% 63% / 58% 57% / 67% I have a better awareness of United Way as a global organization 72% / 70% 66% / 55% 59% / 56% 67% / 58% I am more likely to go to unitedway.org to learn more 62% / 61% 54% / 48% 38% / 29% 44% / 25% I have a better understanding that United Way is different from other charitable organizations 58% / 63% 51% / 50% 43% / 40% 78% / 30% I have a better understanding that United Way creates a strong personal connection with its donors 57% / 64% 48% / 51% 40% / 38% 56% / 38% I am inspired to join United Way in the fight 56% / 55% 48% / 44% 36% / 29% 33% / 22% I am more likely to Advocate 55% / 54% 47% / 40% 33% / 26% 33% / 24% I am more likely to Donate 54% / 59% 48% / 44% 38% / 29% 56% / 31% I am more likely to Volunteer 48% / 54% 38% / 36% 23% / 21% 22% / 16% I am more likely to increase my donation to United Way 42% / 51% 36% / 36% 28% / 23% 22% / 17%

NOT FOR DISTRIBUTION

Q: To what extend do you agree with each of the following statements (Top 2 box summary shown) Source: 2017 National Brand Tracker Online and WPC Oversample, United Way Research

%=WPC / Gen Pop

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National Brand Tracker: Verbatims

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Local Adoption

• 2017 Database 2 Survey indicated 88% of U.S. Network is on

brand or plans to adopt within 12-18 months (Database 2 is a Survey we send to ALL United Ways in the U.S.)

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RESULTS: Network Brand Adoption

#UWSERC | @neilparekh_uww

• Resources

https://online.unitedway.org/psa

• Make the video your own
• Script can be edited
• Music must be licensed
• Local Voiceover
• Editable Video Clips
• How Two Guide
• Local Versions of the Brandscape Video

https://online.unitedway.org/localvideos

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Take a Picture

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• In what ways do the PSA and Local Video embody the spirit of the

United Way brand? How?

• When thinking about YOUR community, what resonated most with

you? Why?

• How would YOU approach the creation of a local video in YOUR

market?

• Would you consider working on a statewide or regional video?
• For those of you not using the new brand messaging, why not?

Discussion Questions

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#UWSERC | @neilparekh_uww

• Are you using the Fight / Win materials and templates?
• InDesign Files
• Studio to Go
• Has your United Way created your own “Join the Fight” Video?

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Questions

#UWSERC | @neilparekh_uww

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Brand Standards & Guidelines

http://online.unitedway.org/brandstandards

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Marketing Toolkit

http://online.unitedway.org/marketingtoolkit

#UWSERC | @neilparekh_uww

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Brochures

https://online.unitedway.org/marketingtoolkit/brochure/onepage

#UWSERC | @neilparekh_uww

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Win Banner Ads

https://online.unitedway.org/marketingtoolkit/winnbannerads

#UWSERC | @neilparekh_uww

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Impact-Specific Materials

https://online.unitedway.org/marketingtoolkit/impacttemplates

#UWSERC | @neilparekh_uww

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United Way @ Work Calendar

https://online.unitedway.org/marketingtoolkit/calendar

#UWSERC | @neilparekh_uww

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New Fight / Win Photography

https://online.unitedway.org/photo s

#UWSERC | @neilparekh_uww

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New Merchandise

http://unitedway.link/mktgtoolkit_merchandise

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New PSAs

• Humanize the giving process by directly attaching an emotional

hook to the act of giving.

• Bring our brand credo to life in a way that shines a spotlight on

what’s most relevant to giving (“We are more than the fundraisers. We are the hand raisers…”)

• Emotionally connect donors to the individuals we’re fighting for in

every community, every day.

• Continue to fight. Celebrate the win. Keep our edge.

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2018 Creative Evolution

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2018 Creative Evolution

#UWSERC | @neilparekh_uww

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Join the Fight Charity Case

https://online.unitedway.org/psa

#UWSERC | @neilparekh_uww

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Join the Fight Spanish-Language

https://online.unitedway.org/spanishpsa

#UWSERC | @neilparekh_uww

• Available on United Way Online
• Video Footage
• Music*
• Voice Over*
• Sound Effect File*
• *Different than last year

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Join the Fight Charity Case - Tools

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Quarterly Themes

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• Are you familiar with United Way’s Quarterly Themes?
• Do you use Quarterly Themes?

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Questions

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Quarterly Themes

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#UWSERC | @neilparekh_uww

http://online.unitedway.org/quarterlythemes

• United Way is fighting to give every young person in every

community the knowledge, skills and experiences to succeed in school, work and life.

• Too often, youth who live in economically disadvantaged

communities and/or attend poorly resourced schools face challenges, drop out, and don’t go on to college or earn some form of postsecondary training or credential.

• We’re working to shift the odds … and making progress …

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Youth Success Core Message

#UWSERC | @neilparekh_uww

• Story of youth who receive job and skills training, and then land

good jobs in high-demand industry sectors (through our partnership with Generation or others).

• Story of youth who get support to get on track in school, graduate
• n time and go on to college or technical training.

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Primary Story Lines

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• Story of corporate employees who mentor/tutor youth.
• Story of youth who was inspired by mentor/tutor and is now

succeeding.

• Story of our work in STEM & digital literacy, in partnership with

companies.

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Primary Story Lines

#UWSERC | @neilparekh_uww

• Education
• High school graduation
• College readiness &

enrollment

• Jobs
• Apprenticeships &

internships

• Mentoring
• Job training (soft skills too)
• Health
• Healthy foods
• Affordable medical care

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Key Strategies In Play

#UWSERC | @neilparekh_uww

• Next Webinar: June 6, 2018, 2pm ET

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Q3: Childhood Success

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Social Media

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• 3-5 Posts / Week
• Facebook Algorithm
• Emphasize Engagement
• Facebook Live
• Analytics

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Facebook

#UWSERC | @neilparekh_uww

• 3-5 Posts / Day
• Analytics
• What types of posts?
• Analytics

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Twitter

#UWSERC | @neilparekh_uww

• Are you familiar with Bambu?
• Do you use Bambu?
• Do you want a quick demonstration?

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Questions

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Bambu – Social Media Sharing

http://online.unitedway.org/bambu

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#UWSERC | @neilparekh_uww

Twitter Chats

• Who is on Twitter?
• Who has participated in a Twitter Chat?
• Who has participated in #UnitedWayChat?

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#UWSERC | @neilparekh_uww

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#UnitedWayChat

https://online.unitedway.org/unitedwaychat

#UWSERC | @neilparekh_uww

Upcoming Chats

• Volunteerism (June 13, 2pm ET)
• Childhood Success (July)
• Backpack Drives, etc. (August)
• TBD (September)
• Access to Health (October)
• Veterans (November)
• TBD (December)

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#UWSERC | @neilparekh_uww

• Breaking through the noise on Social Media
• Platform for Local United Ways to share impact
• Network with other United Ways / Learn from others
• Draw your community into the conversation

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Benefits

#UWSERC | @neilparekh_uww

• Questions are sent out in advance
• Prepare them in a Word Document, check the character account
• Organize images / GIFs in a folder
• Wait for each question to come out (e.g. Q1., Q2, Q3.)
• Answer each question with A1., A2, A3.
• Have fun

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How to Prepare

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Thank you / Questions

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