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consistent message Archives - Page 2 of 2 - Syneka Marketing

Rotary Club of Ringwood

Marketing and Rotary – Presentation to the 2013 Rotary District 9810 Conference

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The Rotary Conference is an annual event designed to bring clubs across District 9810, covering Melbourne’s eastern and south-eastern suburbs, together for networking and knowledge exchange.

The conference was held in Wangaratta, and despite replacement coach services it was enjoyable weekend filled with a range of Rotary projects.

The weekend conference covered new initiatives and projects undertaken by clubs within the District. One of the sessions included Marketing and I had the privilege of presenting an overview of strategic marketing to the assembled Rotarians.

Alex Makin on stage at the Rotary District Conference in Wangaratta

Alex Makin on stage at the Rotary District Conference in Wangaratta

Rotary, like any other organisation, needs effective marketing to achieve its goals. Marketing enables individual Cubs to identify their target markets and the objectives they wish to achieve.

Marketing is broader than member recruitment and needs to encompass all potential markets of a Club, including business partners, community organisations and public support. Each of these target markets will have specific reasons for becoming involved and Clubs need to develop consistent messages to ensure a positive interaction.

Individual Rotary Clubs possess their own strengths and these should be used to develop a competitive advantage relative to other organisations. Rotary Clubs are ultimately competing for people’s time and resources. The value proposition needs to demonstrate the benefits from being associated with Rotary.

Key messages should reinforce the strengths of the Club and articulate this value proposition. For example, Clubs could demonstrate the professional skills that are gained through assisting with Rotary projects and the benefits this provides for career prospects. Similarly, Clubs can demonstrate the benefits for business partners in aligning themselves with a globally recognised brand and potential customer base.

Every form of contact someone has with the Club, whether it be through bulletins, brochures, meetings or correspondence is a form of a marketing; since an impression is left with every encounter. All marketing tools need to reinforce the key messages and develop a consistent brand image for the Club.

Alex and the presentation slides at the Rotary District 9810 Conference

Alex and the presentation slides at the Rotary District 9810 Conference

Similarly, a Club’s website and social media presence needs to complement existing forms of communication. A club should utilise a number of tools and evaluate each of them to measure their reach with the desired target market.

Inconsistency creates confusion and diminishes the ability to encourage the target market to interact with Rotary.

Rotary is a high involvement product, it requires a significant commitment from individuals and a consistent image helps to ensure top of mind awareness. In addition, encouraging involvement in projects can assist in recruiting members for specific tasks and to demonstrate the outcomes they can achieve.

The District Conference is a great opportunity to meet fellow Rotarians and to discuss ideas, it is great to see marketing being considered as part of the program fixture.

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The Membership Growth Toolkit is the ultimate resource for successful Member Recruitment, Retention, Renewals/Reactivation and Revenue earning, designed specifically for anyone in the not-for-profit sector.

Membership Mastery Melbourne 2013 Workshop

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

Membership Mastery is a joint workshop organised by Kevin Cahalane from Membership Growth and Syneka Marketing. Kevin outlined processes for membership retention and recruitment, including the need for comprehensive database membership and customer service.

Kevin Cahalane presenting at the Membership Mastery Workshop

Kevin Cahalane presenting at the Membership Mastery Workshop

I discussed membership marketing and the need to adopt a consistent approach that is reinforced through key messages:

The recruitment and retention of members should be considered an important marketing goal for any membership based organisation. Membership provides an independent revenue stream and opportunities for ongoing growth.

A marketing plan should articulate the strengths of your organisation and the key messages that will appeal to potential members. An organisation’s strengths provides a competitive advantage and should be adapted as tangible membership benefits.

Every organisation competitors, whether through competing causes or other alternatives to the expense or time required for membership. Understanding tangible benefits creates a value proposition to prospective members.

The value proposition should be articulated as key messages that are reflected across all communication tools. Prospective and current members need consistent messages to reinforce the value of their membership. The importance of membership should be conveyed to existing members to encourage renewals. Prospective members should be encouraged to realise the value and benefits they would receive from membership.

Alex Makin discussing marketing and membership at the Membership Mastery 2013 Workshop

Alex Makin discussing marketing and membership at the Membership Mastery 2013 Workshop

Websites provide the potential for a comprehensive and instantaneous membership resource, but need to be updated to demonstrate their importance. If access to a membership section is considered a benefit, then it needs to include ongoing value added content.

Websites are often the first point of entry for prospective members and someone will question whether the organisation still exists if there is only outdated content. Similarly, social media needs to be maintained to foster online communities. Content can be integrated between and a website and social media, providing a base level of communications and freeing up time to engage communities.

Social media can be an effective tool in membership engagement, but there is a need for policies and clear guidelines. Social media guidelines should be published on your website and in areas such as the about section on Facebook to ensure that members are clear on acceptable usage.

You should designate spokespeople who make official announcements, but board members, staff, members and volunteers should be encouraged to interact and respond to conversations. The authorised spokespeople should be empowered to manage difficult situations and encourage offline discussions to manage negativity.

Online engagement enables the ability to strengthen membership retention. Stronger levels of engagement increases the likelihood of word of mouth recommendations and extend the organisation’s reach.

Ongoing communication with consistent messages will reinforce the organisation’s value proposition and the ability to appeal to current and prospective members.

Breakfast with the Lions Club of Vermont

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

Lion Clubs are service based organisations providing members with opportunities for community service.  The Lions Club of Vermont holds regular business events with the aiming of linking these businesses with the Club and its activities.

This morning I was invited to speak to the Lions Club of Vermont, discussing marketing and my experiences in developing marketing strategies and executing campaigns for businesses and not-for-profit organisations.

My presentation covered the fundamentals of marketing, guiding the audience through the initial development of a marketing plan.  I began by discussing the importance of consistent messages and understanding the needs of your customers or stakeholders.

Businesses support community organisations through workplace volunteering programs.

Businesses support community organisations through workplace volunteering programs.

There are common similarities in marketing for businesses or not-for-profit organisations, but there are some differences that make not-for-profits unique.  Businesses will typically have a defined target market, knowing their current and potential customer base.  This is somewhat true for not-for-profit organisations, but often there’s a need to target not just clients, but also volunteers, funding bodies, business partners and other organisations.  The need to cover a wider range of stakeholders provides unique challenges for not-for-profit organisations and it is important that each of these target markets is considered when developing a marketing plan.

Knowing the characteristics of the target market will assist in knowing how best to reach these potential customers and stakeholders.  Customers may respond best to a particular medium and it is important that messages can work across marketing tools.

Marketing tools, regardless as to to whether they are brochures, advertising, websites or social media should have a clearly defined call to action.   The call to action is what you want someone to undertake when they respond to the marketing messages.

Often a combination of tools is required to generate awareness and to prompt someone to recall the messages when they are able to respond to the call to action. This is why major advertisers, such as large retailers, use a combination of TV, radio and print – they want potential customers to think of their store when they are ready to make purchases.

Smaller businesses and many not-for-profit organisations have limited marketing budgets so it is imperative that marketing is utilised as efficiently as possible.  Understanding your target markets and knowing the most effective methods of communication to reach these potential customers is essential.

Use the right tools to reach these target markets and ensure a consistent message to prompt recall and action.  The need for consistency is particularly important when there is a long lead time to generate sales, such as booking holidays or purchasing furniture.

Marketing is an essential activity for any business or not-for-profit organisation.  This is particularly true in difficult economic conditions, where there is a need to foster ongoing customer loyalty.

Questions included a discussion on marketing volunteer opportunities, particularly for service clubs, where I discussed the need to focus on projects and the outcomes that volunteers can achieve through their efforts.

Business Breakfasts help businesses develop networks and gain valuable insights.  It was particularly pleasing to see a large number of businesses participating in today’s breakfast.

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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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Membership Growth

Membership Mastery – Sydney Workshop

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

The second workshop for Membership Mastery was held in Sydney and provided a further opportunity to discuss marketing strategies for membership retention and recruitment.

Discussion within the Sydney workshop focused largely on social media integration, including the ability to connect websites with social media tools. This provides a base level of communication while ensuring a consistent message across a website and tools such as Facebook and Twitter.

Social media networks provide an opportunity to engage members and to facilitate discussion. Engaging members assists retention but also encourages word of mouth referrals. The online sharing of content is the equivalent to word of mouth recommendations and members should be encouraged to share messages from an organisation. This approach also helps ensure that messages are consistent when being distributed via members.

Social media is one marketing tool that should be considered when developing membership recruitment and retention strategies. It is important to reinforce social media with other communication tools to increase the impact and reach of an organisation. An integrated approach should use the right marketing tools to reach the identified target market, this may be a combination of offline and online channels.

Great feedback was received from Membership Mastery and I would like to thank the participants for their input and discussion.

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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