COMBINING ANALYSIS AND MEDIA PLANNING TO PROVIDE INTEGRATED ACQUISITION ACTIVITY
In a testing time for the NFP sector we were asked to look into ways of increasing the number, value and loyalty of active supporters whilst concurrently driving down acquisition costs. To do this we needed to understand their market position, what the potential market looked like and the attributes of that audience. This would allow us to focus media activity into the areas that would drive response, therefore minimising waste.
First we conducted a market sizing analysis piece to divide their potential market into four clear segments – existing, potential, holistic and future market.
These segments provided the size of each market and the characteristics within each. It proved to be invaluable in providing a framework for all media activity, ensuring that each channel was focused on the right segment, the audience could be clearly mapped and the message tailored accordingly. This allowed us to market to people who displayed the highest propensity to respond.
However, this went beyond just acquisition: with our insight directly translating into retention activity, recontacting supporters with tailored communications.
Bringing all our learning together we developed a cross-channel media plan alongside a robust, measurable and innovative test-and-learn schedule. This strategy was designed to provide learning and expansion opportunities in addition to cost efficiencies. This holistic approach ensured that channel, message and content were optimised to inspire response from the right supporters for the Woodland Trust.
As our partnership evolves we aim to help Woodland Trust to reach out to a broader audience by providing an integrated communication strategy both on and offline, extending into corporate partnerships and holistic brand activity.