1
Along with the aforementioned suggestions, there is one sure-fire way to
ensure a successful sale and that is to sell early at the school’s registration
days in late August and early September.
Thanks for joining the 2015 SPC Card In-School
Fundraising initiative! We know how great the school
year can be with some extra funds and we appreciate
you kicking-off your year with us!
The purpose of this document is to give you an
insider’s view of the world of professional Digital
Marketing and help you to understand how to really
blow-out your campaign. Sure, the initial goal is to
help you sell more SPC Cards during your campaign,
but there is a ton of great info here that you can apply
to any initiative you may have from in-school charity
drives and athletics boosters to your own garage band
and fashion blog.
Our goal here at SPC Card is to make student life
better in everything we do. Mostly that is about
helping you save on the brands you love, but today it is
about helping you to understand the complex world of
Digital Marketing. We have been at this a long time
and now we want to share our knowledge with you.
Check out the following pages and see what you can
learn. Hopefully, you will find the information to be
helpful for both your SPC Fundraiser and your
everyday life. Good luck!
2
- The SPC Card Fundraising Team
05 SPC FUNDRAISING + BEST PRACTICES
»» What is SPC Fundraising.
How to have a successful sale.
»» What to avoid.
»»
06 SCHOOL REGISTRATION DAYS
08 DIGITAL MARKETING 101
16 BIOLOGY OF MARKETING 101
HOW TO HAVE A SUCCESSFUL SALE:
»» Sell ASAP! (SPC is a BTS product and people need it
now!)
»» Keep your cards together! (Distributing 5 cards to each
student seems like a great idea until they go missing in the wasteland of a dirty locker)
»» Let people know what you are raising the money for! (People love a great story and are always willing to get behind a great cause. Make sure to connect with your
students by telling them what the goal is.)
»» Remember to emphasize the value of purchasing the SPC Card in-school! (Not only are you able to save money all year long with SPC, you are helping the school raise some money to make your year better! On top of that, you will receive 4 bonus items that are not available in stores!)
5
Fundraising groups that sell during back-to-school
registration have a higher success rate because:
»» People are already there with money in hand for other school fees like lockers, gym clothes, etc.!
»» People are going out to but their new outfits and need
every savings tool they can get!
»» Groups are able to focus on the task at hand and really
put a lot of effort and fun into the sale!
Groups that sell during back-to-school have a higher success
rate. Why? keep reading.
Every year, we have some great schools that will sell at
these days and be done their fundraiser with profits in
hand, before school even starts! Talk about a great
way to begin the year!
Need to bump-up your order delivery to get it in-time
for these days? Give us a call and we can make it
happen!
7
FUN FACT:
Posts that have 120 characters or less have higher engagement; be concise
and to the point in your Tweets. Use Facebook and Instagram to elaborate!
9
TWITTER
timelines (feed flooding is more than
frowned upon in the Twittersphere). Put
Ok, we get that you know all there is to yourself in your followers’ shoes; tweet
know about Twitter & how it has over
as much as YOU’D like your tweets seen
241 active monthly users, with 5 million if you were one of your followers, & no
tweets sent per day… but did you know more than that.
that not every tweet of yours will be seen
by your followers? That may not bother There are good and bad times to tweet,
you if you’re ranting about Kanye’s latest & the best way to determine these times
rant, but it’s really not going to do much is to keep your audience in mind. Think
to help you broadcast your campaign & of your own schedule; what do you do
really drive in those results.
when you get up in the morning? Check
your phone? We thought so... Social
HOW MUCH SHOULD YOU Media is all about the test and learn, but
I’d suggest posting when you wake up,
TWEET?
around lunchtime, when you get out of
To really connect on Twitter, and to make school, and then later at night when you
sure your message is heard, frequency usually creep your Twitter feed. You’ll
is the KEY! You have a lot of competition find those will be the most populated
for people’s attention & so you need to times for your target audience! Try this
post your message more often to really schedule for a week, and tweek your
get it out there – posting every couple
tweets accordingly.
of days won’t do you much good! How
-ever, there definitely IS a fine line with
posting; you want to tweet enough to
get your tweets seen and heard, but you
also want to be cognizant of people’s
Too busy during the day to stop & send
tweet? Check out a various content
management platform like Hootsuite to
pre-load your tweets and just ‘set-it &
forget it’. You can plan an approach days
ahead of time and then watch you campaign unfold in real time!
FUN FACT:
Tweets with pictures get 5 TIMES
the engagement!
THE IMPORTANCE OF THE
#HASHTAG:
Hashtags are a great way to start and
follow a slow of continuous information.
For example, checking the #SPCFund
-raising hashtag makes it super easy to
follow along with SPC Fundraising news,
& to see how other schools are doing!
#Fundraiser #Studentlife or #Campaign.
This way, you’re ensuring that the right
people are seeing your tweets, making
your campaign that much more effective.
As you obviously know, Twitter only
allows 140 characters in each post! If
Rule of thumb: Try to keep the hashtags you’re adding a link, try using tinyurl.
to a minimum, 3 is a good number to
com to shorten the character count.
stick to! We can definitely get into the
habit of hashtagging just for the heck
of it… Make sure you’re using your hash
-tags as a mini search engine. Example:
Using #haha or #LOL in your Tweet won’t
produce the same results as hastagging
11
FACEBOOK
Facebook is now the same size as China.
Yup, you heard it right. Now worth a total
of around $210 BILLION dollars, this
social networking giant has definitely
come a LONG way since being founded
in a Harvard dorm back in 2005.
Facebook has more monthly active users
than WhatsApp, Twitter, AND Instagram
(PS - Facebook actually owns WhatsApp
and Instagram). That being said, using
Facebook for your SPC Fundraising is
a great way to market a campaign!
THERE ARE TWO WAYS TO
GO ABOUT FACEBOOK:
1. Use your own personal account to market your campaign.
2. Create a Facebook Page where your campaign information will live,
& where your friends, schoolmates,
& prospects can “like” your page
(exactly like the SPC Facebook page)
FACT:
Back in November 2014, Facebook
changed its algorithm preventing any
“salesy” Page posts from reaching
most Facebook feeds. Meaning that to
market a campaign, it’s all about
generating valuable content that you
know people will want to read & share,
along with your promotional posts!
Think of it 80/20; 80% of your posts
should be valuable, engaging content,
& 20% of your posts should be
promoting Try sharing relev--ant links
from sites like Buzzfeed, Elite Daily,
Thought Catalogue or Teen Vogue to
get that post reach up, and to drive
people to your page. Once they’ve
reached your campaign page, that’s
when they’ll see all the info they need
for your campaign!
In a band? Starting your own
business? It’s a MUST to have a
Facebook Page! But keep in mind that
because of this new algorithm, it’s
best to see Facebook as an
INVESTMENT, rather than simply a
social media/promotional platform.
For your posts to reach a much larger
audience (I.E., Our NEW SINGLE is
finally out! Download it from iTunes
here:…”) you’re going to want to look
into a budget for Facebook Ads and
Facebook Post Boosting.
FUN FACT:
Posts that have
120 characters or
less have higher
engagement; be
concise and to the
point in your
Tweets. Use
Facebook and
Instagram to
elaborate!
13
INSTAGRAM
It’s safe to say that it’s hard to find some
one who DOESN’T have an Instagram
account, which is a great reason why
using this platform will help you work
towards a successful marketing camp
-aign. Even though it’s an image-driven
platform, there’s a LOT more to think
about when it comes to executing a
promotional campaign on Instagram:
introductory sentence that catches
your followers’ attention! Once they’re
listening (or reading I should say), be
clear of what you’re asking of them, or
they’ll keep scrolling through without
thinking twice! Need some copy
inspiration? Keep reading.
FUN FACT:
Facebook engagement is 18% higher
on Thursdays and Fridays, and the
HIGHEST engagement occurs
between 1 and 3pm.
»» Add a link in your bio: This link can connect back to your Facebook Page, or even the SPC website to give your leads a little more information on the card! Even though you can’t add hyper links into your image copy, you can change the bio link as much as you want.
»» Post quality pictures: People respond better to higher quality pictures; a blurry Instagram pic is NOT a good look!
»» Create a clear call to action: The best way to do this? Create an 15
THE ANATOMY OF A
SOCIAL MEDIA POST
You can post all you want, but the fact SYMPTOM: POOR
of the matter is, to REALLY get the most
ENGAGEMENT
out of your marketing campaign, there
are formulas that can help get you the Doctor’s Orders:
MOST engagement!
Really want to drive results? Add a little
1. Write a strong CALL TO ACTION humour, emotion, or pop culture
references (I.e. Do it for the Vine,
2. Explain WHY you’re selling the
#BreaktheInternet, Broom Broom, Turn
cards
up) into your post, & watch that engage
-ment skyrocket.
3. Include WHERE you’re selling
the cards
4. HASHTAG the right way
SYMPTOM: LOW CARD
SALES
Doctor’s Orders:
»» 1 dose Call to Action
»» 1 dose Why
SYMPTOM: OVERALL
CONFUSION
Doctor’s Orders:
Write a clear call to action, and
reference the SPC Card website for
your prospects to get more
information on the card!
»» 1 dose Where
»» 3 doses Hashtags
17
CALL TO ACTION
EXAMPLES:
»» Buy your SPC Card TODAY!
»» Come by the Student Council Office and buy YOUR SPC Card!
»» Start saving! Buy your SPC Card after class!
why
We’re fundraising for
EXAMPLES
You about that savings life, or nah? Buy
YOUR SPC Card from Student Council’s
office TODAY! #SPCFundraising.
Want to shake it off? Help us raise money
for the school dance – Buy your SPC Card
from the Caf TODAY! #SPCFundraising
#schooldance.
! All right all right all right! We’re raising
money for the girl’s volleyball team! Help
where
support our school by buying YOUR SPC
We’re selling them at [location you’re
Card from the school caf! #SPCFundselling].
raising.
HASHTAGS:
»» #SPCFundraising
»» #SPCCard
»» #[yourschoolname]fundraising
Or, you could hashtag what you’re
fundraising for! #schooldance
#basketballteam
18
Since Social Media’s landscape is
CONSTANTLY evolving, bookmark these
sites to keep up with the current trends
in everything social:
www.adweek.com
www.socialmediaexaminer.
www.mashable.com
www.blog.hootsuite.com
www.marketingmag.ca
www.spccard.ca/fundraise