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peak organisation Archives - Syneka Marketing

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.

Membership and Marketing Workshop with the National Seniors Association

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

The National Seniors Association is a peak organisation representing the interests of Senior Australians. Advocacy is undertaken at a national level, with local branches providing activities and events to encourage social interaction, recognize skills and reduce isolation.

Like most membership based organisations, the National Seniors Association needs to strengthen the ability to recruit and retain its members. This morning we conducted a workshop with the National Seniors Association to discuss strategies to assist local branches with membership recruitment and retention.

Membership needs to be seen as a key marketing function for both the National Seniors Association and its local branches. The workshop explored the need for consistency, ensuring that local branches understood their strengths and the reasons that someone would like to join. Furthermore, we discussed techniques to ensure that prospective members were being reached and converted into active membership.

Being responsive is critical to keeping members. There is a need to develop formalized feedback channels, such as surveys to ensure that member feedback is being considered. The use of surveys enables a consistent methodology to ensure that changes can be evaluated and compared against previous results.

Members are stakeholders of an organisation and need to develop a sense of ownership over their organisation. Fostering this level of engagement will assist with maintaining membership numbers and keeping them actively engaged.

Pro Bono Australia: Awards Show Positive Impact of NFP Marketing

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

Syneka Marketing has received significant media coverage following our nomination as State Finalists in the Australian Marketing Institute’s Excellence in Marketing Awards.

Our work with Volunteering Western Victoria demonstrates the positive impact that can be created through marketing.  We successfully transformed Wimmera Volunteers into Volunteering Western Victoria, positioning the organisation as a regional peak that can confidently engage stakeholders in the region.

Pro Bono Australia is a community for people engaged in the not-for-profit and community sectors.  We have worked closely with Pro Bono Australia, providing editorial content on marketing and it is great to see our nomination covered in Pro Bono Australia’s Featured News:

Awards Show Positive Impact of NFP Marketing

A Melbourne marketing agency is a Victorian finalist in awards that recognise the role of marketing to create positive social change. 

Syneka Marketing is a finalist for the Australian Marketing Institute (AMI) Awards for Marketing Excellence for its work in developing a new vision for a regional Not for Profit volunteer organisation.

Syneka is a Victorian finalist for the ‘Marketing on a Shoestring’ category. The submission outlined the results of a marketing plan for Volunteering Western Victoria, a Not for Profit based in Horsham, which assists volunteer-involving organisations, as well as providing community based transport for the frail aged and people with disabilities.

Effective marketing does not need to be costly,” Syneka Marketing Managing Director Alex Makin said.

“Our work with Volunteering Western Victoria (VWV) resulted in a marketing plan that created a new vision, reinforced by a new brand and identity.”

“The marketing plan elevated us into a peak organisation, that empowers communities and supports volunteers,” VWV CEO Julie Pettett said.

“We have been able to deliver new initiatives, like our Volunteering Recognition Awards, which had over 200 attendees.

“Community feedback in regard to the marketing plan has been overwhelmingly positive.

A recent survey to evaluate its effectiveness, confirmed that volunteers have noticed ‘the new branding’, a proactive approach and a greater presence’ for the organisation.”

“Our confirmation as a finalist shows the positive impact that can be created through marketing, and how we as marketers can create social change,” Mr. Makin said.

Details are available at: www.probonoaustralia.com.au/news/2013/09/awards-show-positive-impact-nfp-marketing

We’re Award Finalists by Showing the Positive Impact of Marketing

By | Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government, News, Presentations | 16 Comments

We’re delighted to announce that Syneka Marketing is a finalist in the Australian Marketing Institute’s (AMI) Awards for Marketing Excellence.

Our submission, which was entered in the ‘Marketing on a Shoestring’ category, outlined our work with Volunteering Western Victoria in developing their new marketing plan and brand. We wanted to demonstrate the positive impact that can be created through marketing, utilising the transformation of Wimmera Volunteers into Volunteering Western Victoria.

We also wanted to highlight that effective marketing does not need to be costly, since our strategic foundation enables actions to be identified and outcomes that can be measured. Our marketing plan for Volunteering Western Victoria demonstrated how they could achieve the vision presented in their business plan.

We outlined actions within six key strategies:

  • Becoming an effective regional peak organisation
  • Growing access to resources
  • Building the capacity of the volunteer and the not-for-profit sector
  • Organisational development
  • Diversifying and sustaining income support
  • Rebranding the organisation

The end result transformed Wimmera Volunteers into Volunteering Western Victoria, an organisation that is Empowering Communities and Supporting Volunteers.  The new identity conveys the role Volunteering Western Victoria has as a peak organisation in encouraging volunteering, while also demonstrating its local impact.

Alex and Natalia receiving the Excellence in Marketing Award for State Finalists on behalf of Syneka Marketing and Volunteering Western Victoria

Alex and Natalia receiving the Excellence in Marketing Award for State Finalists on behalf of Syneka Marketing and Volunteering Western Victoria

Our work with Volunteering Western Victoria showcases how marketing can be used for good.  As marketers, we can and should, create positive change and work to reconnect communities.

Volunteering Western Victoria’s Inaugural Volunteering Recognition Awards is an example of this new vision.  Over 200 guests attended these awards, which also received significant corporate support.  The enclosed video demonstrates the positive impact created through this vision.

We are honoured to have developed an ongoing involvement with Volunteering Western Victoria, in working their board, staff and volunteers to implement this new vision.

We exist as an agency to create positive change, our work across businesses and not-for-profit organisations demonstrates this approach.

We are change makers and we show how marketing success begins with strategy.

 

Media Release: Award Finalist Shows the Positive Impact of Marketing

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

MEDIA RELEASE: Thursday, 19 September 2013
FOR IMMEDIATE RELEASE

Syneka Marketing is a finalist for the Australian Marketing Institute’s (AMI) Awards for Marketing Excellence, recognising its role in using marketing to create positive social change, by developing a new vision for a regional not-for-profit organisation.

Effective marketing does not need to be costly. Marketing shows how you can achieve your vision for the future”, Syneka Marketing Managing Director Alex Makin said. “Our work with Volunteering Western Victoria (VWV) resulted in a marketing plan that created a new vision, reinforced by a new brand and identity”.

Syneka Marketing is a Victorian finalist for the ‘Marketing on a Shoestring’ category in the Awards for Marketing Excellence. The submission outlined the results of a marketing plan for VWV, a not-for-profit based in Horsham that needed to redefine its purpose.

“The marketing plan elevated us into a peak organisation, that empowers communities and supports volunteers”, VWV CEO Julie Pettett explained. “We have been able to deliver new initiatives, like our Volunteering Recognition Awards, which had over 200 attendees”.

Community feedback in regard to the marketing plan has been overwhelmingly positive. A recent survey to evaluate its effectiveness, confirmed that volunteers have noticed ‘the new branding, a proactive approach and a greater presence’ for the organisation.

“Our confirmation as a finalist shows the positive impact that can be created through marketing, and how we as marketers can create social change”, Mr. Makin concluded.

About Syneka Marketing
Syneka Marketing is a full-service marketing agency in Richmond. Syneka Marketing was the first Australian marketing agency to work with not-for-profit organisations to demonstrate the positive impact of marketing. Visit www.synekamarketing.com.au.

About Volunteering Western Victoria
From our establishment in 1984 as Wimmera Volunteers, to emerging as a volunteer resource centre and coupled with our long history of service provision, Volunteering Western Victoria has continued to evolve. We are committed to implementing the supporting initiatives outlined in the strategic plan. Our organisation is in its third decade of operation and continues to grow and influence exponentially.

ALL MEDIA ENQUIRIES: ALEX MAKIN ON 0409 136 213
– ENDS –

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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