Charity Creds2

WE HELP CHARITIES DOING GOOD, DO BETTER

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Welcome to Accord A n award-winning marketing agency that specialises in the charity and not-for-profit sector.

A company of creative thinkers, digital strategists, planning experts and problem-solvers.

You bring us your challenges; we give you innovative, targeted and creative campaigns that raise brand awareness, inspire generosity, secure donations, attract new support and give people the motivation to get involved.

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Our values

W e take pride in our professional approach, friendly demeanour and determination to deliver an outstanding service - but it is our company values that form our DNA. They guide the way we work with our clients, business partners, suppliers and each other.

By being passionate, driving collaboration, taking responsibility and being open-minded, we have created a vibrant company culture where ideas can blossom, people can thrive and success can flourish.

Passion

Collaboration

We are dedicated to building strong, long-lasting and successful business relationships. This spurs us to go above and beyond.

Encourages a culture of curiosity, drives innovation, inspires a sense of community and increases productivity.

Openness

Trust

Sally Winfield, CEO

This is the basis for everything we do and the prerequisite for our success. It’s about being adaptable, considerate, open and honest.

We are transparent and accountable, with a commitment to energise, engage and inspire. We value innovative ideas and fresh thinking. 

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Charities Aid Foundation

Our approach

Prior to working with Accord, CAF structured their Grants account by department, with campaigns housing multiple services in different ad groups. Our PPC strategists analysed each service and its corresponding search behaviour, and instead created bespoke campaigns at each product level.

Our brief

70% increase in click-through-rate

CAF is a charity, bank and champion for better giving. For over 90 years, they’ve been helping donors, companies and charities make a bigger impact through a variety of support services. Looking to take full advantage of the Google Grants programme, CAF tasked Accord with restructuring their PPC Grants account. The objective was simple: to generate quality search traffic for each service they provide.

38% reduction in cost-per-click

We created both search and dynamic search campaigns for each service, with ad groups built to promote key features. This strategy allowed us to develop service keyword targeting, ad copy and conversions. The revised structure allows us to report and optimise at a granular level and deliver insights across every service offering.

33% improvement in cost-per-conversion

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Our approach W e love to challenge ideas and push boundaries. Experienced, flexible and energetic, clients come to us for ideas, service and results. Most consider us true extensions of their team, working closely with us to devise, develop and implement every stage of their fundraising strategies and marketing plans. ‘Brilliantly joined-up’ reflects our holistic approach and recognises that great marketing must be seamless, from ideas and inspiration through to tracking and analysis, and everything in between. Our job is to ensure we get your message out loud and clear, minimise attrition, maximise loyalty; building an emotional connection through strategy and storytelling.

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Portfolio of services

Planning & insights

Media buying

Photography

Branding

Content

CRO

PPC

SEO

Programmatic

Data analysis

Design

Email

Social

Websites

Video

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Our people

Our marketing expertise is at the core of what makes us different, but to deliver that difference we need the best people for the job. Stop by any of our three offices and you’ll find a team of enthusiastic, dedicated and experienced marketing professionals who are passionate about what we do and the amazing causes we work for. A team that’s as bold, agile and creative as yours.

Our strength comes in our collaborative, flexible and transparent approach.

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Children with Cancer UK

Our approach

TV stations, we also invested in national primetime spots during the ‘Pride of Britain Awards’, ‘I’m A Celebrity... Get Me Out of Here’ and ‘Long Lost Families’, all of which drove a significant amount of premium SMS donations.

received a personalised thank you message.

Following their rebrand, Children with Cancer UK’s new logo and ad creative centred around the ‘end of treatment bell’ that cancer patients ring to celebrate the end of their treatment, so we used this as inspiration for an impactful digital out of home campaign. We began with an experiential day at Westfield Shopping Centre, which featured an interactive out of home screen that encouraged those passing by to type their first name into a web address on their mobile phone. By doing so, they were then able to shake their mobile to ring the bell on the screen and

This impactful campaign was followed by extensive DX3 activity across London Underground, as well as a refined TV strategy. In addition to booking through Children with Cancer UK’s core

The brief

Children with Cancer UK is one of the leading national children’s charities, dedicated to improving the lives of children suffering from cancer.

After investing in a comprehensive rebrand, they tasked us with delivering a new multi-channel campaign that would publicise their new brand identity, whilst still driving the vital donations needed to support their lifesaving work.

34% increase on ROI year-on-year

98K+ delivered premium SMS

30M+ adult impacts

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Awareness, engagement, activation T o stay competitive, brands must engage potential advocates in conversation, pique their interest, make them curious, and connect with them in the right places, at the right times. We always talk objectives first - business goals, target audiences and campaign ambitions - and it is only then that we use the media and planning tools at our disposal to identify the right platforms, tactics and technologies that will help you grow your reach, relevancy and fundraising.

We practise what we preach

W e believe that Corporate Social Responsibility is about more than just donating money - it’s about offering our time, energy and resources to make a real difference. As part of this commitment to giving back, every year we choose a new charity partner. In previous years, we have worked with Age UK, Children with Cancer UK and War Child, raising over £30,000 in three years.

Our charity partners:

Accord London

Accord North

We have a proven track record of working with start- ups, charitable trusts and high-profile market leaders.

Accord West

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Winning hearts, minds & awards

(don’t take our word for it, our portfolio speaks for itself).

In good company

W e always say that our best work is yet to come, not because we like clichés, but because we believe the more we practise, the better we get. In recent years we have won, and been shortlisted for, several awards that recognise our creativity, innovation and marketing expertise.

Content strategy of the year Age UK Mobility

Content campaign of the year Age UK Mobility

Best use of illustration/animation Anchor Trust

Best use of search Age UK Mobility

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War Child

Our approach

Beginning with regular SessionCam reviews, we used heatmapping technology to track user behaviour and identify any recurring issues. From this analysis we discovered that, although the donation page generated a very high number of visits, it was experiencing a staggering exit rate of 82% and a high Customer Struggle score of 4.2. After reviewing this footage, we learned that users were confused when moving between donation widgets and forms. Furthermore, users often faced several error messages and reloads that made the process confusing and clunky.

9% growth in single donation conversion

The brief

Generation Z - often labelled the ‘social media generation’ - is a key component of War Child’s donor base. Hence, creating a smooth and engaging donor journey is crucial for fundraising success.

To rectify this, we crafted a single point of reference (accessible via a ‘Donate’ call-to-action on the main menu) which gave users the option to make a single or monthly donation. Then, by improving the visibility of mandatory fields, we significantly reduced user frustration. Finally, to offer greater donation transparency, when selecting a donation amount, users are automatically informed how their money will be used.

26% increase in regular donations

26% increase in proportion of users who viewed the donation form and completed it

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Results-driven digital A s an official Google Premier Partner agency, we are recognised as a trusted business partner that takes pride in delivering fully integrated campaigns, which drive traffic, deliver leads and boost sales. Because, like you, we’re not interested in anything else.

We have been part of the Google Premier Partner programme since its inception in 2015; keep in mind that this is the highest Google certification that exists. In order to qualify, we must continuously meet Google’s exacting requirements in three key areas: best practice, ad spend and performance growth.

Retaining this status is always front of mind as it provides us with direct access to Google’s highest level of support, research and insights, new betas and invites to exclusive conferences - helping our clients stay ahead of the competition.

Google classifies Accord in the top 1% of agencies in the UK.

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Research & planning

To ensure our insights are grounded in data and our recommendations are fully validated, we continue to invest in an eclectic range of planning tools.

T he marketing landscape is constantly evolving. Every day there are new ways to engage, connect and influence via new channels, opportunities and tactics. But knowing where to be and how to act can be overwhelming - being everything to everyone isn’t always the answer. Instead, the key is to change perspective - to take a step back and look at the bigger picture. We believe in focus. In cutting through the noise to find clarity. So, we adopt three core principles to effectively plan campaigns, think through strategies, debate approaches and discuss ideas.

Audience:

Market:

Role of media:

This involves profiling consumers to define demographic groups, to understand buying habits and interests and to identify media preferences.

This involves analysing and understanding your market and

Using our audience and market knowledge, we make informed and objective decisions based on how media impacts consumers and when.

competitor landscape.

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LOOP A ccurate and consolidated reporting.

Accord’s web-based data visualisation tool - LOOP - enables you to brilliantly join up your customers’ user journey with the option of attribution, analytics and media data. It offers a powerful combination of: • CRM data integrations. • Digital analytics. • Full call tracking technology for online and offline activity. • Media data. • Attribution modelling integrations. Collectively, this information informs and shapes both marketing and CRM strategies, whether that be for search campaigns, a creative execution or a customised email programme. Effective branding will help you stand out from your competitors, add value to your offer, increase customer loyalty and enable you to benefit from the most powerful form of marketing - customer endorsement.

accordmarketing.com

It all starts with a single conversation...

John Corellis BUSINESS STRATEGIST 020 7395 9632 john.corellis@accordmarketing.com

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