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Advice for Not-for-profit Organisations and Charities

Advice on marketing governance and services for not-for-profit organisations and charities. At Syneka Marketing we are redefining marketing so it becomes a measurable and accountable profession. Subscribe to our free e-newsletter Syneka Snippets for more advice and content.

2017: A Year in Review

By Advice for Businesses, Advice for Not-for-profit Organisations and Charities, News 2 Comments

Redefining Marketing is at the forefront of our work at Syneka Marketing, assisting businesses, nor-for-profit organisations and government through best practices in Marketing Governance.

Highlights include our workshop series, including our partnership with the Governance Institute of Australia. We will be furthering the capability and capacity of marketing in the new year.

Throughout this year we have been helping businesses, not-for-profit organisations and local government calibrate and refine marketing activities, by embedding strategic direction and rigour. We utilise our Marketing Governance Framework which enables our clients to build marketing capabilities and capacity across their organisations.

In particular, we have been working closely with for-profit and not-for-profit organisations involved in health and disability services due to the introduction of the NDIS. Our focus on marketing governances ensures that these organisations understand the changing dynamics and can engage the various stakeholders required within an NDIS environment.

The aged care and disability sectors are experiencing rapid market changes. Unfortunately, there is an abundance of misguided and unqualified advice delivering adverse outcomes. Our work often corrects these mistakes by applying marketing governance.

Our focus on the next generation of marketers continues, with our internship program providing essential work skills to complement the academic studies. Our expanding team draws from our internship placements, with Ruby and Abir both gaining employment after the completion of their internships.

This year saw the launch of our sister brand, Business Growth Partners, distilling Marketing Governance with solutions tailored specifically for small businesses and StartUps. Business Growth Partners enables us to redefine marketing for small businesses that are often crippled by costly and ineffective marketing activities.

Our work continues into 2018, with our marketing insights fostering growth and new opportunities for our clients.

Thank you for being part of our journey in 2017, and we look forward to re-engaging into the new year.

ANZMAC Doctoral Colloquium: Award for Social Impact

By Advice for Businesses, Advice for Not-for-profit Organisations and Charities, News No Comments

ANZMAC (the Australian and New Zealand Marketing Academy) is the pinnacle organisation for educators and practitioners interested in marketing theory and research. Each year ANZMAC hosts its Annual Conference, with the 2017 event being hosted by RMIT University.

The ANZMAC Annual Conference provides a forum to advance marketing theory with its Doctoral Colloquium bringing together PhD students with the opportunity to discuss their work and research.

Syneka Marketing, being at the forefront of marketing governance, is a proud sponsor of the 2017 ANZMAC Doctoral Colloquium and RMIT University, by providing a cash prize to the Award for Social Impact.

Alex and Natalia awarding the Award for Social Impact to James Durl

Alex and Natalia awarding the Award for Social Impact to James Durl

James Durl from Griffith University is the award recipient, recognising his research furthering the impact of marketing and we extend our congratulations to James for his work and dedication to furthering the field of knowledge within marketing.

Understand your customer: a prerequisite to Customer Centric Transformation

By Advice for Businesses, Advice for Not-for-profit Organisations and Charities, News No Comments

The AusTTA is the professional association for business transformation specialists with the aim of defining and developing the profession.

This evening we facilitated an AusTTA workshop to explore the current buzzword of Customer Centricity which is often a catalyst for transformation projects. The term Customer Centricity, however, is often misleading, given a lack of insight into identifying the customer and the roles they undertake in fulfilling a purchase decision.

Who is the customer? Is the customer the user of the product or service? Or are they the purchaser or the initiator that identifies the need? These roles, as well as others, are undertaken during a purchase decision, which can involve multiple individuals.

Failing to understand these profiles creates unnecessary costs and stakeholder risk, resulting in customer centric projects that fail to achieve.

Alex delivering the AusTTA Workshop on Customer Centricity

Alex delivering the AusTTA Workshop on Customer Centricity

Defining the customer was an integral theme of our workshop, exploring not only the decision-making sequences and customer journey, but also the fact that different individuals may undertake these activities.

The introduction of the National Disability Insurance Scheme (NDIS) is an example of where multiple stakeholders are part of the purchase decision, even if the participant may be defined as the customer since they are using services purchased through their plan. Family and carers are key stakeholders that can influence the purchase decision, but we have far too examples of where marketing fails to consider the purchase profiles.

Marketing, which is responsible for consistency across each aspect of the marketing mix, needs to be at the forefront of customer centricity. Otherwise, there is the creation of costly stakeholder and financial risks when these projects fail to deliver.

Marketing as the catalyst for Business Transformation

By Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Presentations, Resources No Comments

Changes in market conditions, including new competitive pressures, declining market share or market obsolesce, is often the catalyst for business transformation, yet it is staggering that marketing is often absent during the transformative process.

Unfortunately, marketing is often relegated to the execution of tactics, diminishing the research and strategic insights required to optimise new market opportunities.

How can an organisation become market facing without marketing being at the forefront of these considerations?

Marketing Governance provides the framework to embed marketing within business transformation, delivering results that optimise and build marketing performance.

The Australian Transformation and Turnaround Association (AusTTA) is the professional association that represent business transformation specialists.

We are presenting at the next AusTTA event to discuss How to lead a total Business Transformation through an obsession with customer centricity – now and in the future

Our exploration of customer centricity will explore case studies within one of Melbourne’s leading art institutions, showcasing the role of business transformation across the arts, not-for-profit service delivery and business enterprises.

The session will be held on Wednesday the 4th of October from 6.30pm at Palya Art Gallery in South Melbourne. Register online at www.austta.org/event-2661163

Hello Marketing…. meet Governance: Workshop outcomes from the Governance Institute

By Advice for Businesses, Advice for Not-for-profit Organisations and Charities No Comments

The need for good governance applies across businesses, not-for-profit organisations and government, as it ensures the right information is available to make informed decisions that have a positive impact on growth and sustainability.

Most areas of an organisation, including HR and IT, embed good governance, yet it remains conspicuously absent from marketing.

Brand, Risk and Reputation: Managing Marketing Governance.

What are the consequences caused by a lack of marketing governance? Higher risks, higher costs and a poorer return from marketing.

This is why we are redefining marketing, through our Marketing Governance Framework and why we partnered with the Governance Institute of Australia to deliver our workshop on Marketing Governance, exploring brand, risk and reputation.

We guided participants through the five pillars of Good Marketing Governance:

  • Strategic alignment, delivering marketing outcomes that impact organisational goals.
  • Risk considerations, to minimise uncertainties and manage marketing activities.
  • Financial rigour, managing marketing budgets by purpose and desired outcomes, to measure return.
  • Roles and responsibilities, providing clearly defined requirements with measurable position descriptions.
  • Accountability and metrics, measuring the chain of activities from initial inputs into outputs and the desired marketing outcomes.

Several case studies provided context on the damage caused by a failure in Marketing Governance, including CPA failing to manage stakeholder risk, Woolworths inappropriately delegating strategic insights and the Victorian Taxi Association measuring the wrong outcomes.

The failure of marketing is evident, with it often being the first role to experience downsizing during economic uncertainty, although its core purpose is to deliver value. The marketing profession, which proclaims to deliver value, has failed to demonstrate its own value.

Meanwhile, marketing related failures, including a lack of customer insights and understanding competitive pressures, are responsible for up to 44% of business failures. Woolworths, through its ill-fated Masters Hardware Stores, is an example of failing to understand customer segments, resulting in poor product selection, mismatched communications and an inability to secure tradespeople as key accounts. The result? Total costs of $3 billion, and reputational damage.

Alex Makin facilitating our Brand, Reputation and Risk Workshop on Marketing Governance.

Marketing must provide the ability for organisations to become market facing by coalescing internal capabilities and market needs – this is why Marketing needs to incorporate Governance.

Each workshop participant has a copy of the presentation, but if you would like to view the slides, please complete our marketing governance survey at www.synekamarketing.com.au/assessing-marketing-governance

Brand architecture matters: When the CEO becomes a bigger brand than the organisation

By Advice for Businesses, Advice for Not-for-profit Organisations and Charities, News 2 Comments

It was a cold and rather dreary day and I was in a rush. I headed into the warmth of the subway between Southbank and Flinders Street Station. There were countless people inside, some on their way to catch a train, others like myself walked by quickly, using this subway to cross over into the heart of the city. The faint sound of an off-pitch busker sitting at the entrance to the subway resonated through.

I looked sideways as I adjusted to the light subway light and noticed a billboard, a face of a youthful looking, clean cut middle aged man. I recognised him instantly – it was Alex Malley. Malley’s face greeted me at various points in this subway and there he was as I walked into Flinders Street. A professional yet friendly presence. It seemed as though he was hosting a new show.

Alex Malley In Conversation

Alex Malley In Conversation

As a former Financial Accountant turned Professional Marketer, this had me thinking – ‘what will happen to CPA Australia if Alex Malley is no longer part of it?’

It was another rather cold and dreary day when I heard Malley’s contract with CPA Australia as their CEO, had been abruptly terminated.

For the past two years, CPA Australia has been facing governance issues with members raising concerns about the conduct of their CEO and the board. These issues are not uncommon and should not be viewed in isolation.

In promoting the Alex Malley brand, CPA Australia took a huge gamble on marketing risk.

When I was at University, CPA Australia was promoting itself to aspiring accountants (such as myself) as a lifestyle. Malley later came as an extension of this brand, personifying the potential of CPA accreditation, at a time when there was a high degree of job uncertainty.

Malley made the organisation appear youthful and ready to engage, however, it also shifted the focus to himself rather than the organisation. His book “The Naked CEO” focused on leadership, perseverance and Malley’s personal story.

Personally, I knew that the day would come where Malley would be removed from CPA Australia. His brand was becoming bigger than the organisation, with CPA Australia fading more and more into the background. The value of the organisation was being communicated less, with Malley’s value being promoted more.

The Naked CEO Instagram

The Naked CEO Instagram

Looking at CPA Australia’s annual reports it appears as though Malley has met most of the metrics that were set by the board. However, the marketing metrics such as increasing social media engagement and being a thought leader, do not necessarily lead to more members successfully sitting exams, which brings additional revenue to the organisation. These “feel good” metrics do not optimise revenue growth and member engagement.

These metrics also do not necessarily consider stakeholder needs, such as the needs of members and the organisations that support CPA Australia. It is often a chain of activities that ensures stakeholders are engaged, which often goes beyond social media and a charismatic CEO. It is clear that risks were not fully identified, with internal stakeholders (including members) feeling increasingly isolated by the organisation. Furthermore, strategic risks exist through the dilution of the CPA Australia’s brand and value as distinct to Alex Mally.

Ignoring the magnitude of stakeholder risk proved costly to CPA Australia, with members becoming increasingly critical of the organisation’s direction.

CPA Australia will need to reposition itself to recover from the removal of Malley. A new marketing plan and brand refresh, as well as the brand architecture of the organisation, will be required to position itself following the departure of Alex Malley.

Join us as we explore Brand, Reputation and Risk: Managing Marketing Governance in partnership with the Governance Institute of Australia on Wednesday the 26th of July 2017 in Melbourne.

Registration details available at www.synekamarketing.com.au/riskworkshop