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resource centres Archives - Syneka Marketing

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.

Volunteering Western Victoria - Empowering Communities, Supporting Volunteers - the new logo and brand

Rebranding Wimmera Volunteers to Volunteering Western Victoria

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

Syneka Marketing has been working with Wimmera Volunteers to deliver a marketing plan that created a future vision for the organisation, supported by actionable goals to support its new direction.

Volunteering Western Victoria - Empowering Communities, Supporting Volunteers - the new logo and brand

Volunteering Western Victoria – Empowering Communities, Supporting Volunteers – the new logo and brand

The marketing plan was developed through workshops that ensured input from key stakeholders, including board members, staff, volunteers and other key members of the community.  Syneka Marketing undertook research to consider the future context for Wimmera Volunteers and to assist in preparing objectives for Wimmera Volunteers.

One of the outcomes from the marketing plan was the need to rebrand the organisation, given that there is a considerable service gap in western Victoria for volunteer resource centres.

In addition, the new brand would enable the organisation to clarify its focus by incorporating the word volunteering, rather than volunteers.  The new brands focuses the organisation by showing its commitment to encouraging volunteering and the role in promoting community participation.

Not-for-profit organisations often have limited marketing budgets and it is therefore advisable to consider a functional name that reinforces the purpose of the organisation.

As a result the name Volunteering Western Victoria was recommended and subsequently accepted by the board of management.  The name is supported by the tagline ‘Empowering Communities, Supporting Volunteers’.  The tagline reinforces the work of individual volunteers and how this contributes to strong and robust communities.

This afternoon I was invited to attend the Annual General Meeting of Wimmera Volunteers, where the new brand and name was unveiled to members and the wider community.  The new name was well received by members who supported the clear vision that has been articulated for the organisation.

Over the past six weeks we have been working with Volunteering Western Victoria to develop a new logo and new marketing tools, including website, social media and brochures.

Each of these tools reflect the branding developed through the logo, supported by a style guide that ensures a consistent layout and appearance.  The consistent approach will ensure that Volunteering Western Victoria is able to reinforce its role in the community and promote the aims of the organisation.

The upcoming year will be an exciting time for Volunteering Western Victoria as it expands its reach in the community, including connecting with business communities and other councils within Western Victoria.

For further details on Volunteering Western Victoria please visit www.vwv.org.au.

 

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.