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importance of marketing Archives - Syneka Marketing

Silicon Beach #SiliconStartups

By | Advice for Businesses, News | No Comments

We attended the Silicon Beach #SiliconStartups event. The event was a first for Silicon Beach, and featured two start ups who discussed their journey so far. The start ups – Get Worm and Fostr discussed the challenges they faced and their point of difference. 

Silicon Beach is a leading start up community that brings together a range of start up founders and their supporters. We are a sponsor of this group, where we aim to re-define marketing so it aides Australia’s start up community.

Nine in every ten start ups fail, and this event provided insights into the process. Both start ups discussed the importance of marketing in their approach, as well as looking at the big picture beyond the Australian market.

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.

The Not-For-Profit Sector and Marketing

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

As a strategic marketing agency, we have been advocating to the Australian Marketing Institute (AMI), as the peak body representing marketing in Australia, on the importance of marketing within the not-for-profit sector.

With few exceptions, the marketing industry has been largely absent from the not-for-profit sector. We are aiming to change this by raising the level of discussion.

Our thoughts were recently published in the Australian Marketing Institute’s Marketing Matters Journal:

Australia’s not-for-profit industry is at a crossroad. Government funding, the most substantial contributor to the sector, is decreasing, yet demand for services continues unabated. Not-for-profit organisations need to take control of their future direction and marketing is essential as part of this strategy.

Why have marketers ignored the not-for-profit sector?

There is a need for marketing agencies to understand the not-for-profit sector and the value it provides our community. The not-for-profit sector contributes $48 billion in GDP and delivers essential community services.

Similarly, there is a low level of understanding in the not-for-profit sector about marketing and what it can achieve. Most not-for-profit organisations are not in the business of marketing and, as such, the function is often relegated to administrative staff rather than specialists. This view is changing due to funding reforms and an increased understanding that not-for-profit organisations need to be outwardly focused.

How do Marketers add value to the sector?

Marketing is undertaken to achieve outcomes, and we need to demonstrate the positive impact that is created through this transformation. We have been fortunate to work with not-for-profit organisations and charities where we have seen the positive social impact from reconnecting organisations with their communities.

Marketing lets us conceptualise products that create new industries, or disrupt established concepts. Internal marketing can lead to higher morale and reinvigorate processes to provide a higher level of customer service and direction.

There is value for marketers in the not-for-profit sector

There are many examples of how marketing has created sustainable change in the not-for-profit sector.

Programs, such as Governance Mentors, is an example of a not-for-profit organisation creating new enterprises and opportunities. Marketing also enables organisations to leverage their strengths, the Inner North Cluster of six neighbourhood and community houses, has fostered collaboration and shared resources, providing not only efficiency savings, but also the creation of new revenue streams.

We have a $43 billion market that needs innovation and marketing to ensure its ongoing success.

Increasing the level of interest in the not-for-profit sector will raise the profile of marketing and the discussion of how our profession can offer value. There are opportunities for both marketers and the not-for-profit sector, which also leads to improved social outcomes.

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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Syneka Marketing

Pro Bono Magazine – Why every not-for-profit needs marketing

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

Syneka Marketing has an editorial feature in Source Magazine, discussing the importance of marketing for not-for-profit organisations. We are pleased to have an ongoing association with Pro Bono and to have been featured in their Source Magazine.

Syneka Marketing's advertisement in Pro Bono Magazine

Syneka Marketing’s advertisement in Pro Bono Magazine

Marketing should be an essential part of any not-for-profit organisation. More than ever, not-for-profit organisations have to compete for funding from a diverse range of stakeholders.

Marketing is more than sales, it looks at how you can position your organisation to sustain itself into the future. It considers how to best deliver consistent messages to stakeholders and achieve goals that you set for your organisation.

Marketing is made up of many components, the most important of which is the marketing plan. A marketing plan acts as the blueprint that can be used to implement all marketing actions.

A marketing plan should support your organisational strategies and look at how your organisation can achieve these goals. Common elements include an assessment of internal and external capabilities, key messages, target markets and relevant stakeholders.

A marketing plan can help you to understand the strengths of your organisation and can assist in uncovering new opportunities. Marketing plans also provide guidance on what marketing tools you can use when undertaking your marketing activities, as well as understanding how to measure outcomes and evaluate the success of these tools.

There are many marketing tools; including websites, media releases, brochures, advertisements, telephone and email correspondence and social media. Every form of contact with a stakeholder is a form of marketing as it leaves an impression about your organisation. When used effectively, these tools can effectively promote your organisation to stakeholders.

Marketing tools are most effective when they are used together to promote your goals. This is due to the fact that different mediums allow you to reach your stakeholders in different ways and to capture a larger audience.

It is important to be consistent when undertaking marketing activities. Inconsistency creates confusion and diminishes the ability to provide a connect with stakeholders. Your marketing plan should identify key messages and the tools that should be used to communicate.

You need to make sure that you have staff or a marketing agency that understands your organisation and your key messages. Training and support can help your staff understand how you want to be seen by your stakeholders.

Marketing also ensures that you utilise these tools as effectively as possible. For example, you can integrate your website with social media platforms, like Facebook and Twitter, to provide a consistent image and to save time, by only requiring the need to enter each message once.

Marketing can help you to reach your stakeholders and obtain funding. Effective marketing requires planning and an understanding of where you want to be into the future. Implementation should encompass the use of the right marketing tools that reach your stakeholders and promote your messages.