Marketing and PR for the Third Sector by Robert Maltby Communications and Marketing Manager at St Luke’s

My career, the media, marketing and PR BA (hons) in Media and IT at University of St Mark & St John Assistant Programme Controller at Plymouth Sound Radio Press and Marketing Officer at Plymouth Pavilions Communications and Marketing Manager at St Luke’s

Aim of today... A brief insight into how St Luke’s Hospice Plymouth delivers the day to day elements of our Communications and Marketing strategy The tools, methods and platforms we use to achieve our strategic objectives in relation to fundraising and volunteer recruitment Idea’s to cater for every budget, not matter how large or small More importantly, ask questions, challenge my thoughts and make suggestions

What is your understanding of St Luke’s?

Our fundraising: Events

Our fundraising: Community

Our fundraising: Other

Our volunteers

Our charity shops

Our communications challenges 30 year brand and history The iconic Turnchapel building Association with the city of Plymouth Association with Cancer Macmillan Summer 2015 charity scandals (Supporter Promise)

Before you even start a campaign Know your local media Who is their target audience? Get to know the journalists interests What analytical data do you already hold on your CRM system? Postcode, age, source code

What makes a great campaign PR and marketing activity running together in sync Fundraising Teams using the analytical data to understand target audience (what they do, the area they live) Fundraising Teams to schedule promo and event attendance in line with marketing and PR activity You have to see something 5 times! Plan your campaign for everything to run in set periods Know what your competition are up to. Other events or holiday’s The bigger picture! Not just about Fundraising, it feeds key messages from your communications strategy and delivers a strong brand identity as outlined in your branding guidelines

Platforms: PR Press releases Crisis management

Platforms: Marketing Outdoor – 48sheets, bus shelters, lifts Radio Press advertising Magazine advertising Specialist or trade platforms (Chamber, Primary Times) Direct mail Cinema Shop and vehicle branding (why pay others?)

Platforms: Digital Website Monthly eNewsletter Email marketing SMS marketing Google grants

Platforms: Social Media St Luke’s on Facebook, Twitter, Google+ and Linkedin How many platforms can you realistically manage? Use analytics to know your audience Tailored and balanced content is key Encourage Senior Management to engage

Need help? give me a call, don’t pay! Platforms: Social Media Never pay an external company to facilitate your ‘paid for’ social media! Need help? give me a call, don’t pay!

Robert Maltby rmaltby@stlukes-hospice.org.uk 01752 246551 Thank you for your time... Robert Maltby rmaltby@stlukes-hospice.org.uk 01752 246551