The marketing plan was developed through workshops that ensured input from key stakeholders, including board members, staff, volunteers and other key members of the community. Syneka Marketing undertook research to consider the future context for Wimmera Volunteers and to assist in preparing objectives for Wimmera Volunteers.
One of the outcomes from the marketing plan was the need to rebrand the organisation, given that there is a considerable service gap in western Victoria for volunteer resource centres.
In addition, the new brand would enable the organisation to clarify its focus by incorporating the word volunteering, rather than volunteers. The new brands focuses the organisation by showing its commitment to encouraging volunteering and the role in promoting community participation.
Not-for-profit organisations often have limited marketing budgets and it is therefore advisable to consider a functional name that reinforces the purpose of the organisation.
As a result the name Volunteering Western Victoria was recommended and subsequently accepted by the board of management. The name is supported by the tagline ‘Empowering Communities, Supporting Volunteers’. The tagline reinforces the work of individual volunteers and how this contributes to strong and robust communities.
This afternoon I was invited to attend the Annual General Meeting of Wimmera Volunteers, where the new brand and name was unveiled to members and the wider community. The new name was well received by members who supported the clear vision that has been articulated for the organisation.
Over the past six weeks we have been working with Volunteering Western Victoria to develop a new logo and new marketing tools, including website, social media and brochures.
Each of these tools reflect the branding developed through the logo, supported by a style guide that ensures a consistent layout and appearance. The consistent approach will ensure that Volunteering Western Victoria is able to reinforce its role in the community and promote the aims of the organisation.
The upcoming year will be an exciting time for Volunteering Western Victoria as it expands its reach in the community, including connecting with business communities and other councils within Western Victoria.
For further details on Volunteering Western Victoria please visit www.vwv.org.au.