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business partnerships Archives - Syneka Marketing

Why business partnerships are important

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Meaningful business partnerships can lead to ongoing growth. A well functioning business partnership should be one that is built on mutual trust, where both parties benefit.

The best partners are those who have complementary skills. A business partner needs to add value to your business. There is no point setting up a partnership with a business that simply acts as a supplier. Focusing on building partnerships that expand your offering may mean that you are able to take on projects that require a wider skills base.

The best part about finding business partners is that you can focus on what you do best and use your partners to deliver what they do best. Being able to do what you do best means you can focus on building your business around your core offering and demonstrated expertise.

It is important to be on the same page as your business partners. Working collaboratively to align goals ensures you are heading in the same direction.

Business partners can also be used to pool capital around projects that offer mutual benefit. For example, if you both wanted to target new customers through a direct telemarketing campaign, you and your partner can share costs around administering a campaign that would provide mutual benefits.

It can sometimes be hard to look objectively at your business, a good business partner will generally want you to succeed. They can often serve as a valuable conduit to share ideas and be used to crystallise the dynamics behind your internal processes and policies.

Business partnerships can build the capacity of your business and lead to new opportunities. Partnerships are well worth considering when looking at ways to grow your business.

The 2013 National Conference on Volunteering

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

The National Conference on Volunteering is a peak annual event for volunteer involving organisations across Australia. The event was organised by Volunteering Australia and hosted by Volunteering SA&NT.

Our Managing Director Alex prepares for his presentation at the 2013 National Conference on Volunteering

Our Managing Director Alex prepares for his presentation at the 2013 National Conference on Volunteering

The Conference had four key themes:

  • Lead – to encourage inspirational leadership
  • Partner – collaboration to achieve results
  • Build – creating innovation
  • Sustain – strengthening foundations

During the conference I co-presented a presentation with Julie Pettett, the CEO Of Volunteering Western Victoria. Putting Research into Practice – the Marketing and Rebranding of Wimmera Volunteers. The presentation discussed the importance of marketing and the experiences of Volunteering Western Victoria in re-engaging with its communities.

Volunteering Western Victoria, was formerly known as Wimmera Volunteers and had remained a static organisation, despite the changing nature of volunteering. There was a need to re-engage the community and to broaden its presence outside of Horsham in Western Victoria.

Alex co-presented with Julie Pettett the CEO of Volunteering Western Victoria

Alex co-presented with Julie Pettett the CEO of Volunteering Western Victoria

Syneka Marketing assisted Volunteering Western Victoria by developing a marketing plan that identified a future direction for the organisation. The marketing plan identified four goals supported in the businesses plan:

  • Be an effective peak organisation
  • Grow access to resources
  • Build capacity in the volunteer and community sector
  • Organisation development

These goals were supported by two further priorities identified in the marketing plan:

  • Diversify and Sustain Funding Support
  • Rebrand Wimmera Volunteers

A business plan identifies what an organisation wants to achieve and a marketing plan looks how to achieve this vision.  A marketing plan then considers the key messages and marketing tools that can reach the required stakeholders.

Diversifying income became a priority, due to the need to decrease dependence on government revenue.  The marketing plan identified business partnerships, the introduction of membership, fundraising and philanthropic programs that could add new income sources. These strategies supported the business plan, with membership complementing the desire to be a peak organisation and partnerships, enabling the development of new programs.

The rebranding of Wimmera Volunteers arose due to the need to position the organisation as a peak body and to re-engage with its community.  A new name, visual identity, logo and marketing materials were developed in six weeks, to launch the new brand at the 2012 Annual General Meeting.

Volunteering Western Victoria

Volunteering Western Victoria

The name Volunteering Western Victoria was selected, since it clearly defined the purpose of the organisation and the role it has in supporting volunteering across Western Victoria.  The tagline  Empowering Communities, Supporting Volunteers, reinforced the impact that the organisation has a local and individual level.

Not-for-profit organisations have limited marketing budgets and a result names should be clearly identifiable to avoid the need to explain the purpose of the organisation.

The new visual identity and brand for Volunteering Western Victoria

The new visual identity and brand for Volunteering Western Victoria

Marketing within not-for-profit organisations requires the ability to reach numerous stakeholders. There is a need for marketing messages that provide a consistent narrative, while being tailored to the needs of individual stakeholders. A not-for-profit organisation needs to not only reach its clients, but also government, business partners, volunteers, other organisations, board members and internal staff.

The aim of the rebrand was to utilise the new name and tagline, as well as modernising the image of the organisation. The rebranding was accompanied by the design of new marketing materials, including brochures, factsheets, posters and website.

The presentation was extremely well received and I would like to thank the many attendees for their interest in the journey undertaken by Volunteering Western Victoria.

Alex and Julie answering questions during the presentation

Alex and Julie answering questions during the presentation

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Alex will be presenting at the 2011 National Conference on Volunteering

Presenting at the 2011 National Conference on Volunteering

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

I will be presenting a paper entitled the value of consistent marketing messages in creating innovative partnerships at the 2011 National Conference on Volunteering on Tuesday the 29th of November from 4pm.

Alex will be presenting at the 2011 National Conference on Volunteering

Alex will be presenting at the 2011 National Conference on Volunteering

The paper is supported by case studies involving Eastern Volunteers and will undertake the following:

This paper will explore the use of strategic marketing to extend the influence and reach of your organisation. The paper will guide organisations through an assessment of their marketing activities, the identification of unique strengths and the development of key marketing messages and activities.

Developing key marketing and communication messages enables organisations to leverage their strengths and deliver a consistent approach that enhances the value of their marketing activities. This provides a number of benefits including increased recognition within the community, influence within government and the ability to derive stronger value from sponsorship.

The development of a consistent marketing approach will strengthen your organisation’s profile and recognition within the community, including within government and the formation of key business partnerships.

The 2011 National Conference on Volunteering will be held on the 28th to 30th of November at the Gold Coast Convention and Exhibition Centre. For further details please visit the Volunteering Australia website.