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council Archives - Syneka Marketing

RMIT

Celebrating 25 years of RMIT’s School of Economics, Finance and Marketing

By | Advice for Businesses, News | No Comments

As a member of RMIT’s Business Advisory Council I was invited to the celebrations commemorating 25 years of the School of Economics, Finance and Marketing.

The event discussed the origins of the school, which was initially formed as the School of Economics and Finance, with the addition of Marketing celebrating its ten year anniversary.

The School continues to develop through its local campus and an international presence across Singapore and Vietnam.

Business over Breakfast

Business over Breakfast – March

By | Advice for Businesses | No Comments

Business over Breakfast meets each fortnight, fostering business collaboration and the sharing of knowledge. While Business over Breakfast meets in the Docklands it has been attracting businesses from across Melbourne and it was great to be able to re-connect with business owners that I first met in 2010 when I was Mayor of Maroondah City Council.

The emphasis that the Melbourne Business over Breakfast Club places on collaboration has seen some great partnerships and discussions emerge.

DM Forum

The DM Forum – Melbourne Events and GE Capital

By | Advice for Businesses, News | One Comment

The DM Forum is a quarterly event focused on sharing knowledge between professional marketers. This evening’s forum provided an overview of the City of Melbourne’s event management services, with a focus on community experience and engagement. The City of Melbourne works with event organisers to strengthen the participant’s engagement with the Council, providing an opportunity for further interaction and activity. Events form a significant part of the Council’s approach to drawing people into the CBD and surrounds.

The second speaker discussed the new customer focused approach that was initiated through GE Capital’s Marketing Department. This case study provided an example of how marketing can lead to an innovative approach. GE Capital’s strategic marketing approach identified new customer segments, based on changing consumer trends, following the global financial crisis. The result has been a company that better understands its target markets and has been able to position its communication and products around the identified needs.

The DM Forum offered an opportunity for marketers to gain insight from speakers that have direct experience in utilising marketing to deliver tangible outcomes. The sessions are held on a quarterly basis, visit www.dmforum.com.au for further information.

Alex and each of the Mayors of Melbourne's Central Activities Districts, signing a collaborative agreement.

Five essential tips to foster effective collaboration

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

Government funding has been encouraging collaboration for several years, with grants strongly favouring applications that involve multiple partners. Increasingly businesses are also seeing merit in collaboration to recognise respective expertise, and to achieve shared outcomes.

Collaboration should be nurtured and encouraged, but unfortunately there are also plenty of businesses that talk about collaboration, but do not follow through in practice.

As a strategic marketing agency we often work with other specialists to support our clients in achieving their goals. We thought it would be useful to share our advice on how to foster collaboration.

  1. Agree on the outcomes. Before considering any form of collaboration, ensure that there is an agreement on the outcomes that are to be achieved and the impact that this will create.
  2. Ensure you work with partners who share these outcomes. A supplier is not necessarily a collaborative partner, unless they are actively involved in sharing the agreed outcomes.
  3. Recognise expertise and responsibilities. Make sure that all collaborative partners are aware of their roles and the specific expertise that is required. Each partner should recognise each others expertise and not attempt to overreach.
  4. Collaborative partners need to be treated as equals. While money and time commitments may vary, there should be an equitable level of involvement to ensure that everyone is contributing to the outcome.
  5. Review partnerships and revise when required. All partnerships should be periodically reviewed and revised if needed. Identify what is working in the partnership and what need to be improved.

One of my highlights in working collaboratively was during the time I was Mayor of Maroondah in 2010. Ringwood, had been identified a Central Activities District, which meant it was to be strengthened as a residential and commercial hub.

One of the challenges, however, was the need to encourage the State Government to commit to the redevelopment of Ringwood Station, given it failed to meet accessibility standards and was perceived to be unsafe. While Ringwood was clearly in need of funding, the broader issue was the lack of Government involvement in its own transport and planning policies.

One of my highlights in developing a collaborative approach was during the time I was Mayor of Maroondah in 2010. Ringwood, had been identified a Central Activities District, which meant it was to be strengthened as a residential and commercial hub.

One of the challenges, however, was the need to encourage the State Government to commit to the redevelopment of Ringwood Station, given it failed to meet accessibility standards and was perceived to be unsafe. While Ringwood was clearly in need of funding, the broader issue was the lack of Government involvement in its own transport and planning policies.

One outer suburban council on its own, lacks direct influence with a State Government. As a result, I worked with Bill Pemberton, the Mayor of Whitehorse and Christine Richards, the Mayor of Frankston, to form an alliance so we could advocate for greater support for our respective Central Activities Districts (Box Hill, Frankston and Ringwood). We then expanded this alliance into a formal arrangement that incorporated every Central Activity District in Melbourne. While each individual Council had its own priorities, this group succeeded in developing joint advocacy by focusing on common issues.

Alex and each of the Mayors of Melbourne's Central Activities Districts, signing a collaborative agreement.

Alex and each of the Mayors of Melbourne’s Central Activities Districts, signing a collaborative agreement.

The end result was a greater level of investment and interest within each of Melbourne’s Central Activities Districts, including a commitment to redevelop Ringwood Station.

Before considering a collaborative approach make sure there is a common understanding, so you can work together to achieve your agreed outcomes.

Alex Makin appointed Chair of the Australian Marketing Institute’s Victorian State Advisory Committee

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

The Australian Marketing Institute is the peak association for the marketing profession within Australia. Both myself and Syneka Marketing are members of the Australian Marketing Institute to support the aims of the association.

I recently joined the State Advisory Committee to help shape the future direction of the Australian Marketing Institute and our inaugural meeting was held this evening. At this meeting I was confirmed as Chair for the Victorian State Advisory Committee for a two year term.

The Australian Marketing Institute has undertaken a substantial review phase, including new governance structures and the recent appointment of Lee Tonitto as CEO. As a result, there is an emphasis on strengthening the marketing profession, and growing the relevancy of the Australian Marketing Institute.

The State Advisory Committee is responsible for event planning, as well as member recruitment and retention within Victoria. We have a great team of marketing professionals who have offered their time to the State Advisory Committee and I look forward to working with each member in 2015 and beyond.

I would also like to thank Christine Walker, the outgoing Chair of the Victorian Council. Christine was one of the first people I met through the Australian Marketing Institute and we share a similar passion in developing the marketing profession.

I have often commented that there is a need to define marketing and articulate the value that marketing offers. I look forward to growing the Australian Marketing Institute and highlighting the importance of marketing as a critical function in any business or organisation.

Successful Nomination for the Australian Marketing Institute State Advisory Committee

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The Australian Marketing Institute (AMI) is the peak organisation representing the marketing profession and sector within Australia. As a strategic marketing agency, we value the role of the Australian Marketing Institute and have supported the organisation through our corporate membership and event participation.

I have often commented that the profession needs to clearly define its role in delivering successful business or organisational outcomes. While most people have a clear understanding of the outcomes that accountants and lawyers provide, there is a general lack of clarity around marketing and what it delivers.

I believe the best way to influence this discussion is to be part of the decision making processes within the Australian Marketing Institute. I nominated for the Victorian State Advisory Council and have been informed that this nomination has been successful.

The Australian Marketing Institute has undertaken significant governance reforms and it should be an exciting time to be part of the Victorian State Advisory Council.