An integrated campaign is a 'sequence of individual, coordinated market events that share a common audience profile and messaging theme'. At the end of the day, an integrated campaign takes one strategic, creative idea and applies it to different channels, respecting that channel for the job it’s meant to do. It’s about consistency. It’s about being where your donor is – communicating with them in a way that suits them, and offering them choice in how they want to communicate with you. It takes a comprehensive understanding of all media, creative, strategy, production and data to bring an integrated campaign to life. This session will outline the process required to create an effective integrated campaign and present case studies of effective integrated campaigns created by Stephen Thomas Ltd.

1. Building Integrated
Campaigns
Julie Fiorini
Director, Digital Marketing
Stephen Thomas Ltd

2. About Me
• 10+ years in digital
marketing space
• Non-profit experience:
Heart & Stroke, SickKids
• For-profit experience:
TC Media, AIR MILES
• Volunteer: Concerned
Friends, Make-A-Wish
• ♥ Music/Movies/Golf ♥

3. About Stephen Thomas Ltd
• A full service marketing communications &
fundraising agency, dedicated to the not-for-
profit sector
• In business for over 30 years; working across
all channels – mass, online, direct
• Clients include Canadian Cancer Society,
Doctors Without Borders, Kids Help Phone,
Canadian Diabetes Association, Muscular
Dystrophy Foundation, Osteoporosis Canada,
Sick Kids, Food Banks Canada, NDP, Friends
of Canadian Broadcasting and more...

4. From fragmentation to wholeness
“The need for Integrated Marketing derives
from the enormously fragmented world of
the modern large organization and
stakeholder experience.
CentreforIntegratedMarketing.com

5. From fragmentation to wholeness
Integrated Marketing is a holistic discipline
where the whole is present in each part, as
in DNA, to develop congruent, sustainable
and high-value brand experience for all
stakeholders.”
CentreforIntegratedMarketing.com

6. Supporters
Target
& Your Cause
Audience
Donors

7. Strategy
Big Idea
Media
Communications Planning
Your Campaign Online

8. Strategy

10. Strategy
What’s your Who’s Your How will you know
objective? Audience? you are successful?
Branding – raise Women 35 – 55 Aided /unaided recall
awareness of your
cause Boomers Mentions in social
media
Promotions – increase Men 18 – 29
participation at an Press mentions /
event Youth news stories
Raise money – donate Website traffic
to the cause
Break-even / ROI
Grow your base -
sign-up for something Number of supporters
Revenue

11. The power of ideas

15. Brand identity -
logo / tagline
Beliefs &
values
THE BIG
IDEA
Key
messages

16. Media
Attract New Audiences

18. Traditional mass media spending
will grow

22. Communications
Planning

23. Connect, activate, convert

25. Is there any way for someone from Patient Relations to send me an email? I would rather not have them call but I need them to be aware of a situation. My email is horsie.47@hotmal.com

27. Facebook Engagement Rate
Engagement rate:
0.2% to 0.5%

28. Email still rocks

30. Top 5 tips for great
1:1 communications

31. 1. It’s not about YOU
it’s about THEM

32. 2. Establish guidelines
for frequency of
communications & be
consistent!

33. 3. Build trust with
your supporters by
providing value

34. 4. Make it easy to
consume your
content

35. 5. Respect personal
space

36. Your campaign
online

37. Your online presence is the ‘hub’
of integrated marketing
• It’s your first
opportunity to impress
your visitors
• Be consistent across all
properties
• ‘Enchant’ your visitors

38. Case Studies

43. “Tigers in Crisis”

49. All of these campaigns had
1 thing in common:
THEY MADE MONEY

50. Integration is NOT simply the
same visual or tagline being
shared across all channels.
That’s REPLICATION.

51. Integration is a core idea
executed differently across
all media in way that
respects the channel and its
audience.

52. Your digital DNA
1. Strategy forms the foundation of your
integrated marketing & fundraising activities

53. Your digital DNA
1. Strategy forms the foundation of your
integrated marketing & fundraising activities
2. A big idea that is simple and actionable will
make you stand out

54. Your digital DNA
1. Strategy forms the foundation of your
integrated marketing & fundraising activities
2. A big idea that is simple and actionable will
make you stand out
3. A mix of traditional and digital media
channels drives awareness

55. Your digital DNA
1. Strategy forms the foundation of your
integrated marketing & fundraising activities
2. A big idea that is simple and actionable will
make you stand out
3. A mix of traditional and digital media
channels drives awareness
4. 1:1 communications drive actions

56. Your digital DNA
1. Strategy forms the foundation of your
integrated marketing & fundraising activities
2. A big idea that is simple and actionable will
make you stand out
3. A mix of traditional and digital media
channels drives awareness
4. 1:1 communications drive actions
5. Online, be your best self and draw visitors in

58. Thank You
For more information, contact:
Julie Fiorini
Director, Digital Marketing
Stephen Thomas Ltd
julief@stephenthomas.ca
www.stephenthomas.ca
@ST_Digital