2012 10-19-lions-club

Copyright Syneka Marketingwww.synekamarketing.com.au

Lions Club of Vermont

10/18/12Copyright Syneka Marketing

www.synekamarketing.com.au

About Alex Makin

• Councillor in City of Maroondah• Community Involvement

– North Ringwood Community House– Maroondah Citizens Advice Bureau– Public Transport Users Association– Rotary eClub of Greater Melbourne

• Manager of Marketing, Eastern Volunteers• Business Owner: Syneka Marketing



About Syneka Marketing

• Syneka Marketing – Success Starts with

Strategy• Marketing Plans • Websites• Creative Design• Speaking services

• Target markets– Small/medium

businesses

– Not-for-profit organisations



Maroondah City Council

• City of Maroondah– 104,000 residents– Nine Councillors– Challenges:

• Financial sustainability• Community facilities• Ringwood Central Activities District

– Opportunities• Regional agreements• Council advocacy• Financial management


Overview

• Marketing Your Organisation• Critical Success Factors• Eastern Volunteers• Measuring Results• Conclusion


What is Marketing?

• Various definitions exist:– Marketing is the process of planning and

executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals.


Marketing for Not-for-Profits

• Marketing considers how products/services can reach the desired target market

• Still applies to the not-for-profit sector– Reach potential clients– Reach potential volunteers– Reach stakeholders– Develop relationships and sponsorship– Encourage supporters and members– Increase donations and public support

• You will have multiple target markets


How Do You Use Marketing?

• What marketing currently exists in your organisation?– Websites/social media– Brochures/leaflets– Newsletters– Media releases– Information sessions– Telephone/email

correspondence

• Every form of contact leaves an impression and is a form of marketing


Begin with a Marketing Plan

• What is a marketing plan– Supports the vision of the

organisation– Identifies objectives to

achieve this vision– Outlines actions that will

fulfil these objectives



An Example

• Eastern Volunteers– Aim: Secure

independent funding to assist Eastern Volunteers in purchasing a building

– Objective: Easily facilitate donations to the building fund

– Actions: online donations, media launch, promotion



Identify strengths

• Strengths – Are what you do well– Established abilities– Core aspects of the

organisation– 'Competitive

advantage'– Can be value added

benefits to partners

• Key marketing messages

• Eastern Volunteers• Strengths

– Networking• Reach through

community organisations

• Individuals• Partnerships

– History and credibility

– Strong governance



Know your target market

• The target market– Who are they?– Why target them?– Where are they?– How do you reach

them?

• Connect the target market to your strengths

• This creates the value proposition

• Eastern Volunteers– Clients– Community Donations– Businesses

• Small/medium businesses

• Local autonomy• Value in local customers

– Businesses that have interest in local community



Establish key messages

• Consistency is critical– Inconsistent messages

create confusion

– Branding and message must be consistent

• What do you want to achieve?– What are the benefits in

achieving this?

– How will the target market respond?

• Demonstrate tangible value

• Eastern Volunteers– Key message

• Reach of networks• Ongoing service

delivery• Accessibility• Pathways for

volunteers

• Governance and financial stability

– Align target markets



Demonstrating value

• How do you demonstrate value?– Quantify the benefits– Establish parameters

for success

• Consider how to extend the partnership– Encourage partners

to be actively involved

– Promote other events

• Eastern Volunteers– Demographics

• Approximately 400 organisations

• 900 volunteers per annum

• Event participation

– Website promotion• 4,000 views per month• Ongoing engagement

with the website


Critical Success Factors

• Know what you want to achieve

• Identify how to reach these target markets

• Consistent messages and branding

• Connect with stakeholders

• Measure results


Eastern Volunteers

• Formed in 1976–Voluntary board of management

– Sixteen part-time staff• Located in Melbourne's

eastern suburbs– Ringwood– Box Hill– Lilydale

• Three divisions– Marketing Services– Transport Services– Volunteer Services

• Charitable status



Transport Services

• Home and Community Care Provider (HACC)– Assistance to frail

aged and people with disabilities

– Vehicles travelled 284,000km with volunteers providing over 14,000 hours



Volunteer Recruitment

• Volunteer Services – Works with 400

community organisations

– Eastern Volunteers interviews people for these vacancies

– Interviews at least 900 people per year



Corporate Volunteering

• Corporate Volunteers– Businesses provide

volunteers– Organisations provide

volunteer activities– Encourages

• Team building skills• Morale Improvements• Leadership

• Highly received by businesses and organisations



Marketing Services

• Establish EV as a regional peak body

• Business sponsorship

• Strategic partnerships

• Marketing and Communications


Measure Results

• What do you want to achieve?– Awareness– Donations– Volunteers

• Measure outcomes– Make adjustments if

required


Online 'Word of Mouth'

• 'Word of mouth' advertising is extremely powerful– Sharing content is

the online equivalent

– Encourage sharing and dialogue

• Remember email is also effective


Conclusion

• Ensure consistency– Identify key messages– Maintain consistent branding

• Know Your Target Market• Identify what you want to achieve• Use the tools that are right for you• Be responsive and engage


Further Information

• Syneka Marketing– Web: www.synekamarketing.com.au– Phone: 1300 965 989

• Alex Makin– Mobile: 0409 136 213– Email: [email protected]

http://www.synekamarketing.com.au/

mailto:[email protected]

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