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

My Daughter Emily Reciting the Brand Credo 2 #UWSERC | @neilparekh_uww

Why did we update our messaging? 3

Why we needed new messaging [Link] 4 #UWSERC | @neilparekh_uww

United Way Worldwide Brandscape Video / PSA

United Way Worldwide Brandscape Video (Link) 6 #UWSERC | @neilparekh_uww

RESULTS: PSA Metrics 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 7 #UWSERC | @neilparekh_uww

RESULTS: PSA Metrics (cont’d) • 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 8 #UWSERC | @neilparekh_uww Source: TV Access; Nielsen

RESULTS: Awards • July 2017: American Marketing Association’s 2017 Nonprofit Marketer of the Year • Sept. 2017: PRNews Platinum & Agency Elite Awards 2017 PSA of the Year (Honorable Mention) • Jan. 2018: PR News’ Nonprofit Awards - PSA 9 #UWSERC | @neilparekh_uww

State of the Brand

NOT FOR DISTRIBUTION National Brand Tracker: Awareness and Action https://online.unitedway.org/StateoftheBrand2017 Q36. Overall, how likely are you to Gen POP Not WPC do each of the following things over Exposed exposed Exposed the next 12 months? Please use a (to PSA in (to PSA at least (to PSA at least 1x scale of 0-10 with 0= Not at all likely, last 6 mos.) 1x in last 6 mos.) in last 6 mos.) and 10=Very likely. Donate to United Way 12% 48% 40% Volunteer for United Way 6% 36% 19% Recommend to a friend/family 11% 47% 34% member to donate to United Way Recommend to a friend/family 9% 41% 25% member to volunteer for United Way 11 #UWSERC | @neilparekh_uww

NOT FOR DISTRIBUTION National Brand Tracker: Positive effect on brand health 12

NOT FOR DISTRIBUTION PSA is resonating very well, particularly among Millennials %=WPC / Gen Pop 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 77% / 71% 68% / 63% 63% / 60% 67% / 50% communities around the world 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 58% / 63% 51% / 50% 43% / 40% 78% / 30% charitable organizations I have a better understanding that United Way creates a strong personal 57% / 64% 48% / 51% 40% / 38% 56% / 38% connection with its donors 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% 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 13

National Brand Tracker: Verbatims 14 #UWSERC | @neilparekh_uww

Local Adoption

RESULTS: Network Brand 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.) 16 #UWSERC | @neilparekh_uww

Take a Picture • 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 17 #UWSERC | @neilparekh_uww

Discussion Questions • 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? 18 #UWSERC | @neilparekh_uww

Questions • 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? 19 #UWSERC | @neilparekh_uww

Brand Standards & Guidelines http://online.unitedway.org/brandstandards 20 #UWSERC | @neilparekh_uww

Marketing Toolkit http://online.unitedway.org/marketingtoolkit 21 #UWSERC | @neilparekh_uww

Brochures https://online.unitedway.org/marketingtoolkit/brochure/onepage 22 #UWSERC | @neilparekh_uww

Win Banner Ads https://online.unitedway.org/marketingtoolkit/winnbannerads 23 #UWSERC | @neilparekh_uww

Impact-Specific Materials https://online.unitedway.org/marketingtoolkit/impacttemplates 24 #UWSERC | @neilparekh_uww

United Way @ Work Calendar https://online.unitedway.org/marketingtoolkit/calendar 25 #UWSERC | @neilparekh_uww

New Fight / Win Photography https://online.unitedway.org/photo s 26 #UWSERC | @neilparekh_uww

New Merchandise http:// unitedway.link/mktgtoolkit_merchandise 27 #UWSERC | @neilparekh_uww

New PSAs

2018 Creative Evolution • 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. 29 #UWSERC | @neilparekh_uww

2018 Creative Evolution 30 #UWSERC | @neilparekh_uww

Join the Fight Charity Case https://online.unitedway.org/psa 31 #UWSERC | @neilparekh_uww

Join the Fight Spanish-Language https://online.unitedway.org/spanishpsa 32 #UWSERC | @neilparekh_uww

Join the Fight Charity Case - Tools • Available on United Way Online • Video Footage • Music* • Voice Over* • Sound Effect File* • *Different than last year 33 #UWSERC | @neilparekh_uww

Quarterly Themes 34

Questions • Are you familiar with United Way’s Quarterly Themes? • Do you use Quarterly Themes? 35 #UWSERC | @neilparekh_uww

Quarterly Themes http://online.unitedway.org/quarterlythemes 36 #UWSERC | @neilparekh_uww

Youth Success Core Message • 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 … 37 #UWSERC | @neilparekh_uww

Primary Story Lines • 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 on time and go on to college or technical training. 38 #UWSERC | @neilparekh_uww

Primary Story Lines • 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. 39 #UWSERC | @neilparekh_uww

Key Strategies In Play • Education • Health • High school graduation • Healthy foods • College readiness & • Affordable medical care enrollment • Jobs • Apprenticeships & internships • Mentoring • Job training (soft skills too) 40 #UWSERC | @neilparekh_uww

Q3: Childhood Success • Next Webinar: June 6, 2018, 2pm ET 41 #UWSERC | @neilparekh_uww

Social Media 42

Facebook • 3-5 Posts / Week • Facebook Algorithm • Emphasize Engagement • Facebook Live • Analytics 43 #UWSERC | @neilparekh_uww

Twitter • 3-5 Posts / Day • Analytics • What types of posts? • Analytics 44 #UWSERC | @neilparekh_uww

Questions • Are you familiar with Bambu? • Do you use Bambu? • Do you want a quick demonstration? 45 #UWSERC | @neilparekh_uww

Bambu – Social Media Sharing http://online.unitedway.org/bambu 46 #UWSERC | @neilparekh_uww