Preamble
Firstly, we are not launching into an entire marcom project plan and will not allocate the time thereto. We are short of time to get this together, and so this is more of an outline of the thoughts and strategies for critique, suggestions and information.
Marketing material and copy will be supplied to everyone. Even if you are not wanting to be too involved, remember one of the main goals is awareness and exposure leverage through the Comrades brand. Hopefully through sharing, we can all play a part in highlighting what an honour it is to be selected as an official beneficiary?
Broad Goals
Leverage and promote the fact that for once, “Anyone can do a Comrades.” Use this to generate new supporters, and deepen relationships with current supporters. To highlight the fact that Comrades has acknowledged the importance of HAKZN, and hopefully enhance and secure this relationship through a well run campaign.
Marketing environment
For the last 100 years odd, “being a part of Comrades” has been limited to the select few athletes who have qualified for the event. A lot of sacrifice, training and preparation takes place to complete this race and it is a major athletic achievement. Covid19 has inadvertently created an environment where the average (in fact even below average) person can “do a Comrades” albeit in different lengths of “race” and with no real limitation on time. As a result, we are able to market, promote and solicit support from EVERYONE. This seems to be the logical niche to focus our campaign.
Being such a physical challenge, it is also “serious” which in turn allows us to adapt the focus towards something more fun.
Call to Action
Obviously everyone needs to register at comrades.com for the virtual race, ideally selecting us as the beneficiary. This is the primary call to action. With the target defined, we can dig deeper into the strategy. Best practice in this environment is to get people to encourage others to join them… “crowdsourcing” as such. This strategy is not being used by Comrades, and is an ideal opportunity for us to merge in a secondary call to action? Done right, this will deliver more Comrades entries, and secure ourselves as a charity selection.
Target Market Examples
In the past we have had to market through running clubs and such to get close to our target market. With it being “open to EVERYBODY” we can now target the like of schools, companies, old age homes even to initiate crowdsourcing support. We need to find and excite influencers in group settings to follow our call to action, and encourage others to do the same.
Literally anyone who can physically walk 5km in 23:58 hours can take part, how much better if you can share the experience with others and support a charity?
Marketing Strategy
Logically, the smaller the distance of the race, the more support we could expect when approaching the average Joe. The cost at comrades.com also increases with the distance selected, and these would be naturally selected by those wishing to do more? So from the thoughts in this document, we can summarize that we need a “fun campaign aimed at a group target to complete 5km.”
The more fun we can make it, the more support we could expect with a group target. Suggestions are as follows:
“Barefoot Comrades” for the 5km distance. We could send to, or ask supporters to make and submit photos of their “barefoot shoes” Below are some examples, I envisage very simple options perhaps with a Hospice orientated ornament or theme?
We can theme the communications and design around this in a number of ways. Below some idea on look and feel, obviously worked in would be the Comrades and HAKZN logo’s and fitting copy.
Initial thoughts were to include say, a speedo run for 10km or a cross dressed option. I believe it would be best to keep the message simple and stick to one idea. The more options, the more mixed the communications and this dissolves the impact. Also, given that we will struggle for coordination (with the many hospices being involved) in our messaging anyway, I think we should stick to one theme, message and strategy?
Marketing Plan
Simplicity is key, and I would suggest all marketing is channeled to this website. Links to “Register with Comrades” would be available. “Donate now” as well as “Register your team” are all call to action options on site. We will also have a functional online shop (woocommerce) to order merch for collection from your nearest hospice. This logistic channel, it seems is agreed for goodie bags and the likes as well.
We will be asking at all times “Which is your nearest hospice?” and will thereby share the database with the hospices concerned (with appropriate POPI disclaimer). The database will run off Mailchimp for ease which limits us to 2,000 and if we exceed this, I do have a backup plan. Direct communication (email & sms / whatsapp) will be from this site with agreed messaging (thank you for registering, reminders, check in’s, encouragement and after event thank you). Thereafter shared with hospices accordingly to retain as donor going forward.
Sample material will be created, optimized for all digital channels with sample copy. Obviously each hospice can promote as they deem fit, but we need agreement to channel call to action through the site. This will aid in leveraging effort, professional and cordinated communication and prospects for future Comrades campaign support through HAKZN for everyone’s benefit.
Conclusion
These things are always best presented and discussed personally, however we are faced with Covid19 challenges as well as a time pressure challenge. Hopefully the goals, ideas, strategy and plan has reached you clearly? We could possibly schedule a Zoom meeting soon to allow people to absorb this and grow ideas or critique for agreement.
This opportunity is a first in the history of Comrades, and hopefully we can leverage this to our benefit. It is very difficult to decline an offer to be involved in such a unique event, with others, having fun and supporting a great cause. I am excited about the prospects, and happy to put in the work to assist in smooth process for all. I hope you all share the vision, passion and drive to make this a success!
Welcome to call and discuss anytime O836577765 or fundraising@hospice.co.za
Regards
John’o