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Data Basics for Marketers Hearts and Minds: The Value of Market Research and Brand Consultancy To The Charity Sector Media Trust Seminar 17 October 2006 This presentation • Value of market research/brand consultancy • Presentation of unusual way to generate revenue • Via unusual and contemporary case study – Got to ‘hearts and minds’ of donors – Increased donor volume and income – Grew brand awareness and comprehension Research and brand consultancy: what is it? • Knowing audience: now and predictions for future • Applying this – Efficiently – Smartly – Responsively • By maintaining/developing the client’s brand character, unique identity, values and positioning • And communicating this across a range of channels/ media A process. A natural partnership Research and brand consultancy: brings a number of benefits Cost efficiency Maximum financial return Brand appreciation and loyalty Ability to plan confidently Sense of control, order The case study JNF Charitable Trust • Raises funds in UK for the benefit of social and welfare charitable projects in Israel • Established 1901 • Head office in London, number regional offices • Principle ‘competitor’ UJIA, many other smaller ‘competitors’ KKL: a subsidiary • Offers financial planning and advice (core product) • In return for financial benefit to the JNF (principal aim) • Over 50 years old • Based in London KKL: two divisions Charity Accounts and Services Executors and Trustees • Helping individuals, companies and • Executor for making/updating wills charities maximise amount give/ • Inheritance tax expertise and advice receive • Free service, provided 5% promised • By offering advice and tax-efficient to JNF schemes; • Charity accounts • Gift of shares • Payroll giving • Can benefit any registered charity • Charges admin fee – to JNF Designed to financially benefit both user and charity The problem: the bottom line • Decline in number of donors • Decline in revenue year on year • Overall feeling that charity had hit saturation point Donors Revenue The problem: external context Decline in Political culture/ religious affiliations imperative to give Limited Rise in number of media options Dwindling numbers niche charities Dominance of two major charities Segmented market: Decline in media often different needs readership and motivations Applicable to many charities today? The problem: internal concerns Name: what does it Link with JNF: positive mean or negative Varied services: little sense of unity/umbrella Dwindling revenue brand Too established? Who are our market? Again, applicable to many charities today? But lots of potential Rising property prices, not Hunger to improve/ inheritance tax internal willingness laws Tax efficiency: Strong icon (Harvey) contemporary, beneficial to donor Political situation Important to realise existing strengths, however latent The solution: the team JEWISH NATIONAL FUND (JNF) And its financial planning subsidiary (KKL) A GOOD CULTURAL FIT Research and brand consultancy: not just the remit of larger players The solution: market research • Series of qualitative groups/depths • Subsequent on-street quantitative survey • Amongst wide range of existing and Explore the brand and potential audiences (cloned) its target • Use of visual stimulus including audience (Early 03) existing and potential logo, current ads, brochures and communication pieces A full-scale research process designed to provide rich and measurable insight on both a macro and micro level Rich and measurable insight 1 Put off Feared Rarely updated Motivated by family, tax Uncertainty avoidance Will-making Related to life events (not charity) Raising revenue via Will-making/legacies requires carefully- considered marketing strategy Rich and measurable insight 2 Freedom to choose Something in return Locality: looking after (eg events) your own Giving to charity: range of motivations BUT NOT tax-efficiency Donor wants to benefit both themselves and the charity Rich and measurable insight 3 Lack of awareness, comprehension, JNF/KKL Linkage also irrelevant need, relevance How much does your target audience really know about you? And are the assumptions about your benefits still motivating? The solution: brand consultancy DEVELOP A CORPORATE CAMPAIGN (Early 04) Communicate Develop brand benefits to target and identity audience To increase year on year audience volume and spend and ensure we invest appropriately The solution: brand consultancy Recommendations based on the research Recommendations based on a Develop brand thorough diagnostic assessment of and identity the brand Our recommendations Identify and utilise your audience Develop relevant and positioning Communicate simply and effectively And commit long-term; review, amend Make use of what you’ve and review accordingly currently got Consider usability of offer Walk the walk internally Putting it all into practice • Refresh composition of press ads • Look at new channel options •For marketing/advertising •For communication with (potential) donors Communicate benefits • Consider value of advertorials to target audience • Update website image and usability • Develop strong DM campaign • Work on PR exposure • Consider event sponsorship • Introduce incentive schemes • Develop information pack And the outcome 1? • Relationship over 4 years and is still on-going – At a speed and cost most suited to client • Internal control and management of measuring system • Brand champion and sub-committee And the outcome 2? • Following first stage implementations, immediate 4% increase in media generated enquiries – London – Nationally (previously non-existent) • No fall in enquiry levels since then, despite c10% drop in readership of two main press ad titles Summary 1 We hope to have got you thinking about; • Benefit of regularly reviewing where you are: things change! – How operate internally – What your target audience thinks/is doing – What your competitors are doing • Your existing strengths and opportunities – and how you might use them creatively • The real value of market research and brand consultancy – For all types of organisation – Not just the big boys – Even/despite facing considerable challenges Summary 2 • The benefit of working as a team – Learning from one another – Avoiding replication/misunderstanding • Alternative ways of generating income and donor numbers • The importance of communication consistency and clarity – Externally – Internally • The range of communication channels / marketing opportunities available THANK YOU. Data Basics for Marketers
"Hearts and Minds The Value of Market Research and Brand "