1. Marketing and PR for the Third Sectorby
Robert Maltby
Communications and Marketing Manager at St Luke’s

2. 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

3. 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

4. What is your understanding of St Luke’s?

7. Our fundraising: Events

8. Our fundraising: Community

9. Our fundraising: Other

10. Our volunteers

11. Our charity shops

12. 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)

13. 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

16. 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

17. Platforms: PR
Press releases
Crisis management

18. 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?)

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

20. 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

21. 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!

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