Project
Open Doors
Canada: Marketing Plan
Project Scope
Marketing &
Communications Strategy
Publicity & Public Relations
Design
The Challenge
We had been working with Open Doors Canada on their monthly appeals to fill in a staff gap, and they asked us to create a stronger marketing plan that their small team could implement with limited support from us. With a compelling mandate, strong content from international partners, and an upcoming anniversary, 2020 represented an opportunity to enrich their marketing efforts.
The Solution
We started by reviewing their brand identity in relation to their Canadian competitors. This review included clarifying their core customers and updating external messaging, including an update to their tagline. With a clarified foundation, we embarked on the development of a marketing strategy that capitalized on their upcoming 65th anniversary.
We launched the theme of "One with Them", which communicated how Canadians have stood with persecuted Christians around the world for over 65 years. This theme, and the supporting narrative, provided a strong platform on which marketing activities and collateral were created, including a refreshed monthly donor program. The Open Doors team was given a “reach, engage, cultivate and retain” marketing plan that clarified which marketing activities would be done when, why and by whom.
The Results
Along with support from us, the marketing plan helped the team implement a variety of marketing tactics that increased their engagement with existing supporters and find new supporters. We also created several templates to support communications implementation and tracking of different supporter groups as well as repeatable engagement activities that could be used in years to come, such as a middle school or high school creative contest to learn about and share the origin story of Open Doors.
