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National Disability Insurance Scheme (NDIS) Report of Findings

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Today we hosted our National Disability Insurance Scheme (NDIS) Industry Roundtable providing a forum for NDIS providers to explore the challenges and opportunities in becoming market-ready under the NDIS.

We have worked extensively with disability service providers and equipment suppliers in developing the marketing capability and capacity required for the market driven environment of the NDIS.

Alex presenting to attendees at the NDIS Report of Findings Roundtable

Attendees gained an understanding of the current NDIS context, the state of marketing within the NDIS and the elements required for a successful market readiness strategy. In particular there, is a need to utilise marketing governance to instil to successfully differentiate within a competitive market context.

The NDIS is an extremely competitive market, due to the high level of participant choice and potential possibilities that exist within specified NDIS supports. In a highly competitive market, price and brand are the main levers used to influence demand. Given that pricing controls currently exist within the NDIS, the only potential option for providers is to successfully differentiate through their brand. Building brand equity requires a strategic approach to marketing, with the ability to measure and strengthen awareness, attitudes and loyalty.

Marketing Governance provides the framework for NDIS providers to respond to the changing market conditions through the NDIS, through the strategic alignment between business and marketing outcomes, as well as the management of risk. Success within the NDIS requires marketing roles to be clearly defined so there is an understanding of how to measure marketing performance, as well as allocating the resources required to build and sustain market demand. Ultimately, this instils an outcomes based approach to marketing, with the ability measure marketing inputs and outputs across the chain of marketing activities.

Marketing Governance ensures the building of brand equity, by aligning strategic direction, understanding brand risks and by measuring and strengthening awareness, attitudes and loyalty.
The roundtable coincided with the launch of our NDIS Report: Challenges, Solutions and Market Readiness. Our research explores over 1000 National Disability Insurance Scheme (NDIS) registered providers to determine the level of market readiness as the NDIS continues to roll out across Australia.

Through this report, we identify the key challenges facing NDIS providers and the opportunities that exist in strengthening marketing capability and capacity as well as maximising their impact in an NDIS environment.

To download your copy of our report NDIS: Challenges, Solutions and Market Readiness, please visit www.synekamarketing.com.au/ndisreport

Attendees at the NDIS Report of Findings Roundtable

Aged and Healthcare Industry Roundtable

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The Aged and Healthcare Industry is experiencing rapid upheaval; demand drivers are changing through the introduction of demand-driven models of consumer-directed care, while government regulation is leading to increasing compliance costs.

Syneka Marketing, in partnership with next level consulting, delivered our industry roundtable exploring these challenges and the factors required to embed a market facing culture within aged and healthcare organisations.

The workshop guided participants through the five stages of market capacity, beginning with compliance requirements, into the building of organisational capability and maintaining visibility across business operations.

Developing these core capabilities enhances profitability within an increasingly competitive market environment.

There is a need for aged care providers to embed marketing metrics to effectively measure brand equity, given the low levels of differentiation that exist within the sector. Embedding marketing metrics, with the ability to measure the chain of marketing activities enables organisations to have a greater degree of clarity and alignment with their vision and purpose.

Building capability and capacity in the aged care sector will help providers to embed a market facing culture that can measure the return from marketing investment.

 

Top 100 Future Leaders

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On the 8th of February, I had the honour of being recognised as one of the Top 100 Future
leaders of 2018. GradConnection and Fusion Graduate Consultancy partner each year to
assess, test and interview thousands of university students from around Australia to find the
next best 100 leaders. 10 Students from 10 different industries were selected, I was proudly
elected for marketing.

After completing a lengthy application form detailing my grades, experience and passions in
September 2017, I underwent a series of tests designed to identify my strengths,
weaknesses and compatibility with leadership positions. This included a video interview and
a selection of psychometric tests which were conducted over the final 3 months of 2017.

Last Thursday, myself and 99 other selected Top 100 Future Leaders were flown to Sydney
to participate in an assessment process run by GradConnection at the University of
Technology Sydney. It was a demanding day intended to test time management, teamwork
and public speaking and among other skills required for leaders.

The experience filled me with pride, it is a tremendous feeling to be recognised in your field.
But more than that, it was exhilarating to be surrounded by students of all ages that were as
passionate and dedicated to their work as I am.

Although I have been always been diligent and studious, I know I owe much of my good
fortune to the education I have received from RMIT University and the opportunity to
develop my knowledge and skills to Syneka Marketing.

Simon Sinek promotes that “it’s not how or what you do, it’s why you do it that is
important.” I study hard at university because I love learning and I work hard at Syneka
because I am passionate for marketing. I believe I was recognised by GradConnection and
Fusion Graduate Consultancy because I am both dedicated to constantly bettering myself
and the world around me.

 

Welcome to 2018: A look at the year ahead

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To celebrate the year ahead, for 2018 and the Year of the Dog, we held our Welcome Back Drinks in the company of our clients, business partners and associates. Our guests bring their own business journeys and it was fantastic to see Pat Slattery at our event, who was one of our first clients from almost ten years ago.

Pat Slattery, our first client from 2009, speaking to guests at our Welcome Back Drinks

Our focus on Marketing Governance continues, with our work ensuring organisations can measure marketing outcomes, along with providing clarity for roles and delegations. It is increasingly apparent that the Australian Marketing Institute, which in theory, is the peak body representing the marketing profession, is absent from the policy and advocacy activities needed to define the role and purpose of marketing.

We are filling this void, with an emphasis on industry research for the year ahead. Industry events are planned for aged care and disability providers to assist organisations in utilising marketing to overcome increasing business uncertainty.

Our small business consultancy, Business Growth Partners, is developing industry-leading research on the critical success factors for startups and growing businesses. The statistic that nine out of ten new businesses fail in the first twelve months, should not be considered as a fait accompli, rather we should be exploring the toolsets necessary to stimulate business growth.

Our team members, Megan and Ruby, at our Welcome Back Drinks.

The lack of barriers to entry into the marketing profession results in unqualified advice that creates a punitive cost to businesses and not-for-profit organisations. It is the role of Marketing Governance to provide the right marketing information to encourage decisions that build and sustain market presence.

Thank you for joining us on this journey and we look forward to working with you in the year ahead.

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

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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.