This document outlines Unicef UK's process for embedding an integrated marketing culture. It involved building the case for integration, agreeing on a definition, and creating tools like an annual marketing framework, calendar, and project plan template. This would lay the groundwork for their subsequent integrated campaign focused on the five biggest dangers facing children. The campaign has seen some successes but also challenges around taking integration further, prioritizing opportunities, and balancing objectives.

1. INTEGRATION AT UNICEF UK

2. PHASE 1 – EMBEDDING A
CULTURE OF INTEGRATION

3. ?
activity
activity
activity
activity
activity
activity activity
activity
activity

4. WE HAD AN INTEGRATED MARKETING
GROUP…
…but not much integrated marketing!

5. STEP 1 – BUILD THE CASE
 Show people want it
 Show we need it
 Show it can be done

6. SHOW PEOPLE WANT IT
“Need to break down
silos, loosen up on ‘your
KPIs’ and ‘my KPIs’ –
we’re all in it together.”
“We’re not integrated from
our audiences perspective
– silo working means
they’re not at core of our
marketing.”
“We’re doing quite well at
working towards integration
but we have not clearly
defined what we mean by
integration, what the group
is and why its here.”
“We need to identify
the key issues that
we want to crack in
the next 12 months
and focus on those.”
“I think there needs to be
stronger emphasis on
IMG’s role being to forward
plan and integrate all our
external marketing
communications activities
across the whole
organisation.”
“We don't give ourselves time
and space to resolve the difficult
issues, have discussions and
arguments, get resolution.”

7. SHOW IT CAN BE DONE
 Share case studies with different approaches
 Invite in external speakers who have done it

8. SHOW WE NEED IT
 Fit with strategy and organisational values
 Nessesary to achieve our objectives – embed it in the plan
 In line with our ‘Common Approach’
 Evidence – brand tracking / market research
 Make it memorable / shocking to challenge internal
assumptions. Most people in the UK don’t know Unicef is for
children!

9. STEP 2 – AGREE A DEFINITION
Unicef UK’s definition of integrated marketing
 We are committed to working together to proactively
plan our mass public communications and marketing.
 We are joined-up in everything we do that reaches the
British public, aiming to recruit more loyal supporters for
Unicef UK.
 We are dedicated to developing campaigns and
integrated moments that work together in unity, rather than in
isolation.
 We are committed to prioritising – doing fewer things, bigger
and better – so we use our resources more effectively.

10. STEP 3 – CREATE TOOLS
Annual marketing ‘framework’ (strategy?):
 Definition of integration and integration-related objectives for the
year
 Objectives across key strategic areas – income, influence and brand
 Organisation-wide target audience strategy and pen portraits
 Over-arching narrative / messages
 Priority projects – objectives, messages, milestones, key people
responsible

11. STEP 3 – CREATE TOOLS
Marketing calendar

12. Corporates
Skyscraper
‘launch’
moment
25th CRC
anniversary -
SOWC
Q1
Q2
Q3
Q4
Advocacy Fundraising Sport UK
Christmas
appeal
Emergencies
Trafficking action
launch
Winter
Appeal
Christmas
moment
‘Seeding
and
weaving’
phase
starts
‘Driving’
phase
starts
Games
Time
Opening
Ceremony
Integrated campaign
‘Developing’
phase
Market
research
Live Below
the Line
3rd
anniversary
Syria Art
project
Herald
appeal
launch
Baby I love you
launch
Ticket
launch
Match
day
Barclays
Wheels for
Change
launch
Day for
Change
Pampers
1 pack=
1 vaccine
Halloween
Ball
Sports Day
activities
BFI
conference
Child Rights
Journey
launchEasyjet
summer
campaign
Easyjet
winter
campaign
QBR back
in UK
Preventing
Sexual
Violence
Initiative
Celebrate
for Soccer
Aid
Trafficking
Bill
Syria DRTV
Syria DRTV
England
football
partnership
launch (Team
UNICEF)
I
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T
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I
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N
S
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O
N
W
E
A
L
T
H
G
A
M
E
S
S
Y
R
I
A
THE YEAR AT A GLANCE

13. STEP 3 – CREATE TOOLS
Project Marketing plan template:
 Overview and objectives
 Marcomms external moments / milestones
 Key messages
 Audit of existing content and new content required
 Marcomms activity grid:
 Risks
 Evaluation
 Sign-off
Activity title Audience Objective(s) Activity summary & key
message
Call to action Channel /
media
Activity
dates
Targets
(KPIs)
Budget

14. PHASE TWO –
AN INTEGRATED CAMPAIGN

15. ?
activity
activity
activity
activity
activity
activity activity
activity
activity

16. activity
activity
activity
activity
activity
activity activity
activity
activity
FOR EVERY CHILD
IN DANGER

17. RIGHT NOW,
CHILDREN ARE
IN DANGER

18. THE BIG FIVE
DANGERS FACING
CHILDREN T ODAY
1. Violence,
exploitation and
abuse
2. Disease
3. Hunger and
malnutrition
4. War and conflict
5. Disasters

19. WE HAVE THE
POWER TO
CHANGE THAT.
AND WE WON’T
STOP TILL EVERY
CHILD IS SAFE.

20. CAMPAIGN FILM

21. WHY A CAMPAIGN?
 Rooted in ambitious and inspirational impact for children – good for both
internal and external positioning.
 Avoided it becoming too much about ‘brand’.
 A large, but defined, programme of activity – 80%+ of everything we do over
5 years.
 A fresh focus to engage people with, internally and externally, with a ‘launch’
moment and planned peaks of activity.

22. WHAT’S WORKING WELL
 Immediate results – best every Christmas fundraising appeal, advocacy
impact.
 Much longer-term planning e.g. more clarity on peak moments.
 Increased opportunities to engage partners etc in a timely way.
 New narrative look and feel working effectively across all activity.
 Senior staff are advocates for campaign, externally and internally.
 More day to day comms planning and sequencing of activities, using our
new planning tool.

23. DAY BY DAY PLANNING TOOL
Marketing sequencing grid

24. CHALLENGES
 How to take integration to the next level? More proactive planning together,
rather than retrofitting.
 How to prioritise more rigorously and say no to some opportunities if they
don’t fit? Weighing up long-term impact against short-term results.
 How to balance multiple objectives for specific pieces of activity?
 How to mainstream the campaign and an integrated approach into our
DNA?
 How to stay on top / ahead of the changes in the external marketing and
media environment that are driving the need for integration?

25. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do.
www.charitycomms.org.uk

26. Integration:
breaking down the silos
Conference
26 February 2015
London
#integratedcomms
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