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communication channels Archives - Syneka Marketing

Swinburne Student Assessment: Class based Expo

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This afternoon I was invited back to Swinburne to assist in the assessment of a student trade show event involving students studying the Certificate IV in Marketing and a Certificate IV in Business.  Students were required to create a trade show exhibition to explore business to business marketing.

The assessment explored the first four elements of the marketing mix, specifically a product that students devised, the communication channels, pricing signals and distribution channels. Students explained their marketing approach, linking practical outcomes with core marketing theory.

As part of the proceedings I awarded several prizes to participants, including mentoring sessions through Syneka Marketing. We exist to re-define marketing and educating the next generation of marketers is how we help shape the future of the procession.

Congratulations to the students who participated in the expo and are nearing the completion of their assessments.

Uncovering Content; One angle at a time

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As the peak association for professional marketers, the Australian Marketing Institute provides ongoing opportunities for professional development. This evening we continued our exploration of content, discussing digital based campaigns and the latest learnings in emerging social media technologies. Tonight’s event featured three speakers who all aspects of a digital campaign, including development, education and the role of digital in influencing the decision making process.

While content might be the current emphasis in marketing, it is imperative that it is viewed as one component in a marketing approach. Successful campaigns depend on identifying the right target markets, articulating key messages and aligning the communication channels with this audience.

Inside Small Business

Inside Small Business: Success Starts With a Marketing Plan

By | Advice, Advice for Businesses | 2 Comments

Syneka Marketing is featured in the April edition of Inside Small Business, where we discuss the importance of
marketing plans
and why they are essential for businesses.

Every viable business needs a marketing plan. A
marketing plan
shows you how to achieve the goals you have set to grow and develop your business.

Marketing is one of the most misunderstood words in business. Marketing is more than sales, advertising, logos, promotion or processes – it is about leveraging these tactics to achieve your goals.


Marketing starts with strategy
. A marketing plan considers your business and sets goals that are realistic and achievable. Marketing lets you identify new opportunities, as well as grow revenue. A marketing plan identifies potential target markets and the best methods to reach these customers. Once you understand your potential customers,
the plan
will identify what tasks need to be undertaken, the budget for these activities and the outcomes to measure success.

A new logo, brochure or social-media presence is not marketing. Marketing is when the logo is used to create a brand, providing an identity that can be reinforced with brochures, websites or Twitter accounts. Marketing is created through the strategy that identifies the right communication channels, messages and visual identity to reach your target markets.

Marketing also considers how you can scale your processes and operations to accommodate future growth. There is little merit in starting a new sales campaign if you are unable to respond to these potential customers. Ensure that staff can accommodate new demand and can assist potential customers who may be unfamiliar with your products and services.

Marketing activities must be measurable and a marketing plan allows you set the outcomes you want to achieve. For example, if it recommends that a brochure reaches your target market, then the response that it generates must be measured. Likewise, measure how people navigate through your website and the items that generate the most interest. If something doesn’t work then you have the option of refining these activities to achieve the outcomes you want.

A marketing plan creates a positive return on investment so you can achieve revenue growth. Before spending money on marketing or sales, make sure you have a marketing plan that shows you how you can achieve your goals and grow your business.

What is Integrated Marketing?

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

Integrated marketing ensures that a business or organisation is able to deliver a consistent message, when undertaking various marketing and communication initiatives.

The marketing and communications mix can comprise of various components, such as a website, print media, social media and events. In addition there may be different individuals or departments working across these activities.

The Humanities 21 provides a consistent brand and message

The Humanities 21 provides a consistent brand and message

For example, you may have a graphic designer who undertakes design work for print advertising and a dedicated team that supports and plans events. Various departments may also have their own communication channels, such as email newsletters or specific events.

Each of these activities leaves an impression on your target markets. Inconsistent branding or messages distorts the ability to create a consistent image, eroding the potential to reinforce key messages.

Integrated marketing prevents inconsistency by adopting a strategic approach.

Start by considering the right strategy for your organisation and identifying your key target markets. Once the strategy has been identified, you can consider the communication tools that should be used to reach the target markets and the messages you want to promote.

Existing marketing activities need to be aligned with this strategy. Ensure that existing tools have a consistent branding and reinforce the key messages that will promote your organisation.

The same branding is utilised for newsletters

Integrated marketing ensures that the same branding is utilised for communication tools, like newsletters to reinforce key messages.

An important component of integrated marketing is evaluation. Knowing what you want to achieve enables you to measure those results. Marketing channels should be evaluated to consider their effectiveness and to ensure that your messages are reaching your target markets.

You will often need several contact points to motivate a potential customer, volunteer or other stakeholders. Integrated marketing enables you to reinforce your key messages, creating a consistent approach that helps prompt action.

Integrated marketing ensures consistency across all communication channels, including Social Media.

Integrated marketing ensures consistency across all communication channels, including social media.

Managing Volunteers - Take the Next Step

Managing Volunteers – Take the Next Step

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

Many not-for-profit organisations rely on volunteers for service delivery and to assist with administration and other functions.

Managing Volunteers – Take the Next Step, was a full day conference hosted by the Shire of Yarra Ranges and Eastern Volunteers. The conference discussed several topics relevant to volunteer management national standards, the steps required to prepare an organisation for volunteers, as well as marketing and promoting an organisation.

I presented a session for the afternoon workshop, discussing the Essentials of Social Media and Marketing.  The presentation discussed the need for a strategic marketing approach, to identify aims and to understand what would attract volunteers to assist with the organisation.

Organisations need consistent messages to demonstrate the volunteer experiences that are created through their involvement.  Messages need to be communicated using a range of marketing tools to reach prospective volunteers through multiple communication channels.

Social media is one of the tools that can be used to reach prospective volunteers and should be considered as a part of a cohesive marketing campaign.  Social media should be integrated with website content, providing the seamless ability to update websites, as well as Facebook, Twitter, LinkedIn and other social media sites

It is important to utilise the strengths of each tool and one advantage of social media is the ability to share content.  The intent should not necessarily be to develop viral content, but to ensure your target audience is able to distribute content and share their views on being involved with the organisation.  Stories can be very effective and assist in providing content that can be shared.  The sharing of content is the online equivalent of word of mouth recommendations and can help reach the connections of people already involved with the organisation.

Successful volunteer recruitment will use a mix of tools to reach prospective volunteers, supported by consistent messages and a cohesive marketing approach. Marketing encompasses more than promotional tools, such as brochures or flyers, but every form of interaction that someone has with an organisation.

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Wimmera Volunteers

Marketing and Social Media at VolunteerFest

By | Advice for Not-for-profit Organisations and Charities, News, Presentations, Resources | One Comment

Day Two of Horsham’s VolunteerFest opened with our presentation on strategic marketing and communicating via social media. The session was designed to provide an overview of marketing and to guide organisations through the development of a marketing plan.

A marketing plan needs to support the vision of an organisation and as such should work in tandem with the business or organisational plan.  Often a business plan will identify what an organisation wants to achieve and a marketing plan will look at how these outcomes can be realised.

An organisation should begin its marketing plan by considering the goals that it wishes to achieve.  Do you want to increase the number of volunteers?  Raise funds? Engage sections of the community?

Once the goals have been identified, it is worthwhile considering the strengths of an organisation.  This is because a strength is something that an organisation does well and can leverage to assist in achieving the identified outcomes.  Likewise an organisation needs to consider the barriers that may hamper the ability to achieve a goal.

The identified target markets need to reflect the strengths of an organisation as this will assist in reaching the identified demographic.  The communication methods should also be considered so that the right market can be reached.

Organisations need a consistent approach to marketing.  Generally someone needs to experience a message several times before they will act.   A consistent message ensures that each exposure works towards prompting action.

This means that no matter how an organisation communicates there should be a consistent message that is reinforced across all communication channels.  For example, the Eastern Volunteers building fund campaign was reinforced across the organisation’s newsletters, social media, email content and news bulletins.

Marketing encompasses all forms of contact that someone has with an organisation. It is imperative that this provides a positive experience that reinforces the key messages of an organisation.

This is where social media can be effective in reinforcing the key messages of an organisation.  Social media needs to be used in conjunction with traditional forms of communication to ensure a consistent message and approach.

Website feeds can be integrated with Facebook and Twitter to provide a consistent message and traditional newsletters should be adapted as individual articles to provide regular online content.

Ultimately social media needs to be considered as another form of communication with an integrated approach that ensures consistency across an organisation. It was fantastic to receive such positive feedback after our presentation and we look forward to working further with organisations within the Wimmera and regional Victoria.

Several attendees were discussing our presentation on Twitter through the #VolunteerFest hashtag, this has been collated into the following feed (via Storify):

Discussion on our presentation at VolunteerFest, which was held in Horsham on the 26th and 27th of July.

https://storify.com/syneka/marketing-and-social-media-presentation-at-volunte

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