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education Archives - Syneka Marketing

The Launch of the 2016 Australian Marketing Institute Event Series

By | Advice for Businesses | No Comments

The Australian Marketing Institute is the professional organisation representing the marketing profession. Tonight we officially launched our event series for 2016, highlighting key events that will strengthen the marketing profession.

Our professional development series, consisting of webinars, is being complemented with breakfast educational events, providing the ability to explore topics in further detail. Emerging Marketers, connecting new marketers with experienced professionals will be returning from May, providing the ability to share skills and knowledge within the profession.

Alex launching the 2016 event series for the Australian Marketing Institute

Alex launching the 2016 event series for the Australian Marketing Institute

Tonight’s launch coincided with a networking evening, showcasing partners of the Australian Marketing Institute, as well as the ability to engage new and current members. The aim is to continue a series of events throughout this year to foster connections between members, as we work towards strengthening the marketing profession.

The 2016 Awards for Marketing Excellence will be opening on the 7th of March with an expanded set of categories to further showcase the marketing profession.

Welcome to 2016 – The year we want to stop saying ‘we told you so’

By | Advice for Businesses | No Comments

Welcome to 2016! February is almost here and we have said hello to one of our busiest and most productive starts to the year.

Each year we set a narrative that guides the ongoing direction of Syneka Marketing. Our narrative is designed to be ambitious as we strive to re-define marketing into a measurable and accountable profession.

It is unfortunate that far too many businesses and not-for-profit organisations are fixated on tactics, rather than undertaking a strategic approach to marketing. In these situations, people become so fixated on a shiny bauble (the tactic that makes someone look busy but fails to have any depth) that they invariably run off, commit their budgets, only to run back to us when outcomes were not achieved.

A tactics led approach benefits no one. The client fails to gain traction and while execution based agencies may secure a sale, they often struggle to retain clients because the marketing mix was inconsistent and metrics were poorly defined.

This is why we want 2016 to be the year that we stop saying ‘we told you so’.

A strategic led approach leads to measurable marketing outcomes that deliver value to clients and the agencies that work with them. Our Syneka Marketing Performance Methodology , through the process of Audits, Forecasts and Strategic Marketing Plans, ensures a systematic, consistent, measurable and independent approach that delivers value and builds business capacity.

We continue to maintain our professional accreditation, with our leadership team being Certified Practising Marketers (CPMs) and being recognised through the Australian Marketing Institute’s Awards for Marketing Excellence.

We are working with execution based agencies to embed our strategic approach, ensuring that their tactics can be measured across marketing channels and throughout the decision making process. We are continuing our focus on education, with workshops and conference presentations to discuss the role of marketing, based on its core definition of delivering value and building business capacity.

We look forward to continuing this journey with you throughout the months ahead. Welcome to 2016 and may you achieve your business goals throughout this year.

Sharing our Expertise at Learn Marketing – Strategise before you Execute

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Learn Marketing is online portal providing educational content to assist people in marketing roles. We are a regular contributor to Learn Marketing where we will be sharing our strategic expertise.

Our first article explains why a business needs to develop a strategic approach marketing, prior to lurching into the execution of tactics. We explore the marketing mix and outline the core aspects that are needed to develop the foundations of a marketing plan.

Read more at www.learnmarketing.com.au/featured/strategise-before-you-execute

Early Childhood Management Services Annual General Meeting

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

Early Childhood Management Services (ECMS) is a not-for-profit organisation and Victoria’s largest provider of early education and care for children. ECMS is one of our valued clients and we have worked closely with them in developing their marketing presence.

Tonight we attended the ECMS Annual General Meeting, providing a reflection on their achievements over 2014 and a focus on their future direction. Every not-for-profit organisation needs to hold an AGM and to produce an Annual Report. Rather than being considered as a regulatory requirement, these activities should be seen as key marketing tools.

This year ECMS produced an online Annual Report, providing insights into the reach of their services, as well as the impact they create through their work in early education and care. The Annual Report was supported through their Annual General Meeting, which involved key partners to further reinforce the strategic direction of the organisation.

Collaborative partners, funding bodies and other stakeholders will often request copies of an Annual Report. Utilising the report as an opportunity to convey your narrative and impact provides the ability to better engage with these stakeholders.

The work undertaken by ECMS in creating their online Annual Report platform demonstrates how a not-for-profit organisation can reinforce their impact in the community.

The ECMS Annual Report for 2014 is available from www.ecms.org.au/annualreport2014

RMIT MaCa – Marketing Careers Expo

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

As the Victorian Chair of the Australian Marketing Institute, I was invited to speak to second year students studying Marketing at RMIT to discuss their future professional careers.

Despite marketing’s role in growing business capacity, it remains one of the first areas to experience downsizing during economic uncertainty. As a result, it can be difficult for graduates to find a suitable role to commence their marketing career.

This is further compounded by the lack of definition over marketing. A search on seek.com.au for the term ‘marketing’ will identify jobs ranging from telesales, through to administration and then finally actual marketing roles. It is not uncommon for marketing graduates to commence in a role that is not related to their field of study.

Today’s session at RMIT provided an opportunity to assist second year graduates in identifying how they can become job ready and secure a position following their studies. I explored the importance of networking in finding positions and the need to build practical experience that complements their studies.

RMIT

RMIT

Internships are one opportunity to develop and demonstrate skills, but it is important that the intern chooses the right experience. Unfortunately there are far too many examples of interns being given roles that do not enable them to refine and develop their skills.  The marketing sector needs to step up its support for interns and ensure there is the ability to provide career building skills through these programs.

Voluntary roles provide another option to develop marketing skills. Many not-for-profit organisations would welcome students that could provide a marketing perspective. These roles provide the ability to not only assist causes, but also to further develop career building skills. There is a role for education providers in facilitating platforms for students to develop their skills and in forging links with relevant sectors.

Graduating is the first step in a marketing career and I would like to thank RMIT for the opportunity to speak to second year students to help shape their future careers.

Seek’s new marketing campaign – an example of a brand becoming too comfortable and losing its focus

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A few years ago I wrote a post about the state of University advertising and how at the time it failed to inspire. Recently, I was quite surprised to see that Seek was following a similar style to these advertisements.

Seek was one of the first businesses in Australia to succeed as a disruptive start up. The impact of Seek has been prolific, it has been able to transform the job market and in doing so, it has demonstrated how technology adds value for both job seekers and employers.

Against many odds, including the international players in the market, Seek has become the market leader as source for finding jobs and recruiting positions.

In the past, Seek undertook a cheeky and innovative approach to advertising, creating campaigns that were witty and clever. Now it appears as Seek has grown, it has changed this approach.

A past campaign

A past campaign

A play on words Source: Smart

A play on words Source: Smart

Seek in its latest campaign, has decided have focused on photographing a series of people, both young and old, who want change in their lives. The tag line “make it count” has been used to reinforce the change. While advocating for Australians to go out there and change their lives, the implementation of this campaign has been poor.

The subjects used in the photography all have serious and unhappy looks on their faces, almost analogous to individuals in not-for-profit advertising, portraying that they have been hard-done-by. These advertisements do not connect with those of us who may be unhappy in our jobs and are looking for a change. Instead the people in these advertisements seem stuck and unable to escape the situations that they are in, reinforcing that sometimes life isn’t fair.

One of the advertisement at a tram stop

One of the advertisement at a tram stop

 

Seek's Make it Count campaign

Seek’s Make it Count campaign

Universities in this country have the advantage of being in a market where there is strong demand. They also do not have an extensive number of competitors and can sometimes, unfortunately make do with poorly implemented marketing campaigns. Seek on the other hand cannot.

With the technology sector consistently building on its innovations, Seek cannot afford to become comfortable. Seek was able to become a market leader because it took risks, focused on being innovative and demonstrated its value to the Australian public. It seems to have forgotten this strategic approach.

We would encourage Seek to revisit their strategy to ensure they continue to position themselves as a market leader and innovator.