For Not for Profit and Cause Led organisations

Your brand moments, your appeals, your walks, your runs, your cake bakes. Your research stories and your social media. I’m here to help your teams deliver Integrated Marketing campaigns that have real cut through, are brand building and response generating. We’ll deliver a unified message across all the marketing channels. You’ll have consistency wherever people choose to interact. And we’ll lead with a strong creative idea and cohesive messaging that engages people deeply so they notice it, act on it and want to share it. We’ll show audiences how your brand aligns with them. And we’ll show your people how they can deliver all this themselves.

Quick links: Creative Strategy / Creative Direction / Multi-channel Creative strategy / Creative Delivery / Performance / Where to start

Turning Marketing Strategy into an Integrated Marketing Strategy

Impactful, brand building, response generating and data driven.

Integrated strategy is the fusion of brand marketing and direct marketing and the promotional techniques that work. The creative proposition you’ll write will lead to work that will reach into every channel, every audience and at every stage of the funnel. We’ll ensure a consistent, cohesive brand narrative that will satisfy both fundraising and the brand team, is delivered. Integrated strategy is results focused and ensures everything ladders up to the wider organisational strategy.

Where to start? Click here

WHAT I CAN HELP WITH:

• Insights
• Audience profiles
• The collaboration brief

• Proposition development
• The integrated strategy and tactical map
• The integrated creative brief
• Targets and testing strategy

An Integrated Creative Direction

An inspiring creative idea everyone can get behind.

The Creative Direction is a single, all encompassing, creative idea that makes people sit up and take notice, and then tell their friends. It’s a strategic tool to articulate what we mean to our audience and it finds ways to connect emotionally that makes our message hook deeper, last longer, go further than telling it straight ever will.

And it makes creative delivery easier. The Creative Direction is the North Star that ensures consistency. Work can be assessed against it, creative rationales can be written. It shows the direction of travel so everyone can take ownership and deliver their bit with a lot more confidence, which means campaigns tend to be more collaborative, and more ambitious.

CREATIVE DIRECTION SUPPORT:

• The Creative Direction
• Messaging Map
• Creative Concepts

A deeper, granular, integrated content strategy

Delivering a consistent, joined up brand narrative for all audiences, in all channels and at all stages of the funnel.

This is where we give the message reach and coordinate all the different kinds of content we need to make all the different kinds of people we’re talking to engage with us. We’ll tell a richer, deeper story across all paid, earned and owned channels and plan how the story will flex across the funnel.

The content strategy makes asset delivery easier, repurposing of existing content obvious, coordination with other activity clear, new opportunities can be found and those hard nosed response generating techniques can be properly and sensitively deployed at the right time.

CONTENT STRATEGY SUPPORT:

• Detailed Content Strategy
• Asset planning
• Concept development
• Dovetailing with an agency

The integrated creative you’ll need to deliver the strategy

The cut-through, front footed creative that will bring the campaign to life and engage audiences deeper.

The creative that grabs attention. The content that guides people to act. Creative and assets following the creative direction, on strategy, on brand, to OKRs.

I’ll help your teams get the concepts nailed, the artwork delivered, the animations created and films filmed. And if capacity is an issue, I can jump in so capacity doesn’t hold you back.

CREATIVE SERVICES:

• Creative concepts
• Scripts and storyboards
• Art Direction on shoots and filming
• Film and animation production
• Copywriting and design
• Asset creation and technical artwork
• Wireframes and digital

Integrated campaigns reach further and are optimised to make more of the opportunity

Ensuring a campaign hits OKRs across all paid, owned and earned channels, stays data driven and optimised to perform.

The greatest optimisation you can do is to write better ads in the first place (see above), now we need the media to work as hard as the creative. It’s down to channel choice and targeting and using channels to their full potential. And acting on the analytics.

So we need to be on top of our CTRs, our CPAs and CPMs wherever you’re paying, or not paying to put your ad. We’ll find opportunities to learn, make decisions and plan optimisations both in real time, and for next time to support your digital team.

See case studies on in-flight optimisation.

IMPLEMENTATION SUPPORT:

• Channel choice and campaign plan
• Testing plan
• Analysis of results and recommendations.

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