Spotlight on 2012 Integrated Marketing Award Winner: TVO
Posted by Mike Johnston at Oct 17, 2012 07:03 AM CDT

In August 2012, the Integrated Marketing Advisory Board announced three award winners for our first-ever Integrated Marketing Awards.  The awards are a way for us to recognize examples of the sector’s successful use of integrated, multi-channel marketing campaigns or programs.

TVO, Ontario's public education media organization, won in the category of The Practice for sharing its real world case study highlighting best practices in the field of integrated marketing. Here is a look at the program for which TVO won the award:

The Challenges

TVO had been experiencing a number of years of decline in numbers of donors and total revenues: 

The Campaign

TVO created an integrated plan from the ground up and saw it through to the end. Their plan represented true integration, involving: direct mail, email, web, television, telephone and face-to-face channels -- all with the same messaging, and all working together to retain current donors and acquire new ones. The organization now is building on the success of its integrated plan to continue integration in all fundraising and marketing activities.

Here’s how TVO integrated all aspects of its annual plan to create a seamless donor experience:

The Results

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