forms of communication Archives - Syneka Marketing

Russel Howcroft on the Power of TV

By Advice for Businesses No Comments

This morning the Australian Marketing Institute held an exclusive session held an exclusive session at the Channel Ten studios, featuring Russel Howcroft who discussed the role of ‘traditional media’ in a digital world.

The role of marketing is to use the right tools across the marketing mix to achieve business outcomes. The traditional forms of communications, through TV, radio and print, remain just as valid today, even with the introduction of digital tools. Multiple communication tools are often required to create action, so there is a need to identify how best to reach and motivate your target markets.

At Network Ten

At Network Ten

No mainstream digital disrupter, such as Twitter, Facebook or Google, has been able to achieve its market presence without the use of traditional media. Rather than seeing digital as distinct to traditional, marketers need to view these tools as the means to achieve business goals.

Becoming a Membership Master

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

Membership Mastery for Professionals, is a workshop organised in partnership between Membership Growth and Syneka Marketing. Natalia and I, joined Kevin Cahalane from Membership Growth, to deliver the full-day workshop.

Membership Mastery for Professionals, guides participants through marketing principles, to develop strategies that improve the retention and recruitment of members. The session includes a workbook, enabling attendees to identify their key objectives, as well as articulate the value that their organisation can offer members.

Alex discussing marketing strategies for not-for-profit organisations

Alex discussing marketing strategies for not-for-profit organisations

Identifying your organisation’s value proposition is required to develop key messages that appeal to prospective members. These key messages need to be consistent across all forms of communication

Furthermore, it is important to use the right communication tools to reach prospective and current members. A combination of approaches will often be required to encourage results, hence each communication method should reinforce the call to action and key messages.

An organisation needs to not only recruit members, but also retain them to ensure ongoing growth. First year members are often at the highest risk of non-renewals, followed by those in their second year. Specific processes should be developed to foster connections with these members, such as highlighting upcoming events and other initiatives. The workshop outlined a number of actions that organisations should develop to foster these connections and to encourage ongoing renewals.

Today’s workshop also included a new session on creative design and copywriting for not-for-profit organisations. Natalia guided participants on the marketing and communications tools that are available, as well as the design and textual elements that should be considered.

Organisations are increasingly introducing memberships to establish ongoing support and to create independent sources of income. Fostering a strong and active membership, requires strategies and actions that deliver value and foster ongoing engagement.

Natalia discussing creative design and copywriting for not-for-profit organisations

Natalia discussing creative design and copywriting for not-for-profit organisations

Rotary Club of Ringwood

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

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

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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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.


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Alex presenting Social Media and Volunteers at a training session for Volunteering Warrnambool

Volunteering Warrnambool – Social Media and Volunteers

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

Volunteering Warrnambool serves as a volunteer resource centre, aiming to encourage volunteering within Warrnambool and southwestern Victoria.  The service, which operates through Warrnambool City Council, holds regular training sessions for volunteer based organisations.

I was invited by Volunteering Warrnambool to conduct a training session to assist organisations in utilising social media as a marketing tool.  Social media can complement existing marketing activities and provide further opportunities to promote causes, engage stakeholders and recruit volunteers.

Alex presenting Social Media and Volunteers at a training session for Volunteering Warrnambool

Alex presenting Social Media and Volunteers at a training session for Volunteering Warrnambool

The session provided an overview on marketing, including the need for organisations to develop key messages and consistency between their marketing activities.

In developing these messages it is often useful to consider the strengths of the organisation and how these attributes can benefit the target market.  While not-for-profit organisations tend to avoid framing their stakeholders in marketing terms, it is important to consider that most organisations will have multiple target markets.  For example, target markets may include clients, volunteers, business partners and government, who interact with the organisation is different ways.

While the type of interaction with these stakeholders may differ, there should be a common message that builds upon the strengths of the organisation.  This approach assists an organisation in considering the best methods to engage each of these target markets to ensure maximum impact.

It is important to consider the best methods of communication to each reach target market. It is worth considering social media as one of these tools, particularly in extending the online presence and reach of an organisation.

An organisation’s website needs to reflect the branding and key messages that are used in all other forms of communication.  The website should serve as the basis for online communications by feeding updates into social media tools, such as Facebook and Twitter, as well as email based newsletters.

Integration ensures that there is consistency between these tools, while providing ongoing updates to stimulate discussion.  Social media is a two-way communication tool and it is important to maintain ongoing dialogue to further engage the online community.

While there are several well-established social media tools, there are emerging platforms such as Pinterest, which enables people to pin images and multimedia and to share this with their networks.  Not-for-profit organisations can utilise Pinterest to capture volunteer experiences using imagery and videos.

Alex guiding participants through the creation and use of social media.

Alex guiding participants through the creation and use of social media.

Social media is part of the overall approach that an organisation can use to to reach their communities and stakeholders and needs to be considered in the context of a marketing strategy.

Australian Marketing Institute

Australian Marketing Institute – Identifying priorities for the Communications Subcommittee

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

The Australian Marketing Institute is the peak body representing marketers and the field of marketing within Australia. The Australian Marketing Institute is a national organisation with state chapters that arrange events for its members.

I have been a member of the Communications Sub-Committee since the beginning of this year. The Communications Sub-Committee is charged with enhancing the organisation’s ability to communicate with current and prospective members.

Tonight’s meeting identified three priorities for the committee including the continuation of the quarterly newsletter, an interactive blog and involvement in social media.

Each of these three communication methods will include some integration, meaning the blog could potentially provide articles for the newsletter.  Furthermore social media can be used to promote these communication methods and discussion.

Like any not-for-profit organisation, the Australian Marketing Institute has limited resources. Integrating these forms of communication will assist in reaching the widest possible audience with the maximum possible impact.

I am involved in the blog and social media components where I will be assisting in the implementation of these communication channels.