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developing a marketing plan Archives - Syneka Marketing

Identify the resources required to deliver your marketing plan

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

Developing a marketing plan lets you articulate your strategic direction to ensure that marketing builds your capacity to achieve this vision. A marketing plan also enables you to identify the resources you need to deliver the outcomes you have identified.

Your marketing plan will only be implemented effectively if you identify the resources that are required. Consider not just budgetary considerations, but also the personnel and skills that are needed. Ensure that the required personnel are aware of their responsibilities and identify key metrics that will be used to measure the effective of marketing outcomes.

A holistic approach to marketing will often involve personnel across the entire business and you need to ensure that everyone realises how they can support the direction of the marketing plan. There is a need for marketing to function across a business, rather than being siloed as one standalone department. While the marketing department may have ultimate accountability over the delivery of the marketing plan, its successful execution will depend on the entire business.

Similarly, there is a need to identify timeframes that support the implementation schedule. Ensure that these timeframes are accurate with evaluation being undertaken to ensure that requirements are being met. Defining these timeframes enables you to monitor the progress of activities and to be aware of any variations.

Budgets also need to be accurate, with an understanding of the various tasks required to undertake the activities identified in the plan. Consider how each activity should be prioritised and the process needed for budget approvals. Marketing activities should exist to reinforce your strategic direction. As a result these tasks should be complement each other so you can build on the overall approach established through your plan.

Implementing your marketing plan is how you will see results from the direction you have identified. Ensure that you follow through by allocating the resources that are needed to achieve this vision.

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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Case Study: Turn challenges into opportunities with a marketing plan

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

Third Sector Magazine is a quarterly publication designed for not-for-profit organisations. The February edition featured content relevant to marketing and communications and we included our recent case study on the rebranding of Wimmera Volunteers into Volunteering Western Victoria.

Syneka Marketing explains how it helped Wimmera Volunteers to identify new opportunities by developing a marketing plan that better positioned the organisation as a regional peak body.

Successful marketing begins with finding the right strategy. A marketing plan sets your organisation up for ongoing success by considering the context of the organisation, identifying goals and suggesting actions to achieve these outcomes.

The former logo of Wimmera Volunteers

The former logo and identity of Wimmera Volunteers

Case Study: Wimmera Volunteers

Wimmera Volunteers is a volunteer resource centre that works with other organisations to promote and recruit volunteers, creating opportunities and social inclusion. Wimmera Volunteers also offers transport services, including programs for learner drivers and mobility for older residents, promoting social inclusion across a diverse region.

The problem

The organisation was at the crossroads. The Federal Government was proposing significant funding changes, which was making the future of volunteer resource centres uncertain.

The organisation aimed to service the entire Wimmera region but its services were heavily concentrated within the town of Horsham and its slogan of ‘helping communities help themselves’ was seen as patronising despite its good intent.

The opportunity

Wimmera Volunteers was rebranded into Volunteering Western Victoria, supported by the tagline Empowering Communities, Supporting Volunteers

Wimmera Volunteers was rebranded into Volunteering Western Victoria, supported by the tagline Empowering Communities, Supporting Volunteers

Rather than cave to challenges, Wimmera Volunteers commissioned Syneka Marketing to work with board members, staff, volunteers and other stakeholders to develop a marketing plan that reflected the needs of the organisation.

One new opportunity related to the region’s distance from Melbourne. Many of the organisations serviced by Wimmera Volunteers indicated that they wanted professional development but were unable to devote the time required for travelling or lacked the resources to deliver their own internal training.

It was important to align the marketing plan with the Government’s national volunteering strategy and ensure that Wimmera Volunteers could demonstrate the ability to implement the priorities outlined by the Federal Government.

There was also the need to better connect across the Wimmera and Mallee regions and to foster relationships with the business community.

The marketing plan identified the need to rebrand Wimmera Volunteers to better position the organisation as a regional peak body and to reflect its commitment across a diverse region. Rebranding workshops identified that Wimmera Volunteers wanted a new name that was functional and retained its commitment to volunteering.

Outcomes

Syneka Marketing successfully rebranded Wimmera Volunteers in just six weeks, coordinating new style guides, logos, design templates, websites and social media. The new brand was successfully unveiled at the organisation’s annual general meeting, resulting in strong attendance from stakeholders and the wider community.

The new name, Volunteering Western Victoria, enabled the organisation to develop comprehensive membership packages, including training and mentoring to other organisations. In addition, the organisation is no longer bound by geography and is able to work with a number of councils and organisations within the Wimmera and Mallee regions.

The new tagline ‘Empowering Communities, Supporting Volunteers’ identifies the purpose of Volunteering Western Victoria through a positive and forward-looking statement, reinforcing its role within communities and encouraging volunteering.

The organisation is now positioned to become a regional peak body, complementing its traditional services with new offerings. In addition, the new name enables Volunteering Western Victoria to implement further actions from the marketing plan, including regional offices, workplace volunteering and the development of comprehensive community advocacy and training services.

Many sectors are experiencing uncertainty over government funding and a marketing plan can provide the vision and actions required to turn these challenges into opportunities.

Third Sector Magazine is released on a quarterly basis. Our article can be seen at www.thirdsectormagazine.com.au.

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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Rebranding Workshop with Wimmera Volunteers

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

Wimmera Volunteers is a volunteer resource centre, providing volunteer recruitment and community assisted transport across the Wimmera region in northwestern Victoria. Syneka Marketing is developing a marketing plan for Wimmera Volunteers, which includes the possibility of rebranding the organisation to better reflect its potential as a peak organisation.

Wimmera Volunteers, like other volunteer resource centres across Australia, is facing significant challenges with funding reforms from the Commonwealth Government. Volunteer Resource Centres need to position themselves to remain relevant by addressing key funding criteria. In addition, there is considerable scope to expand the services offered by volunteer resource centres to support the development of other community organisations.

The rebranding workshop explored the attributes that would be associated with the new identity and the key marketing recommendations. We’re looking forward to further discussion as we finalise the marketing plan for Wimmera Volunteers.