The Inner North Cluster (INC) is a collective of six neighbourhood and community houses located in Melbourne’s inner northern suburbs.
This afternoon I was invited to discuss a collective marketing approach that the cluster could use to provide a regional identity for their services. Community houses typically work collaboratively and a regional identity can strengthen the ability of the houses to collaborate with government, businesses and the wider community.
While a regional identity will assist in reaching a wider network, it is important that the branding of individual houses is not diminished. Each house should identify its unique strengths and utilise these to develop a brand that complements the regional approach.
The community and neighbourhood sector is experiencing significant challenges, particularly due to reforms in accredited training. The regional approach enables houses to work collaboratively, providing the ability to effectively engage other stakeholders while utilising their own individual strengths.