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Marketing Your Strengths        Alex Makin    Syneka MarketingSuccess Starts with Strategy
About Syneka Marketing    Syneka Marketing    • Marketing plans    • Social media    • Website design    • Professional s...
The Team at Syneka MarketingAlex Makin                                  Natalia PereraManaging Director                   ...
About Alex Makin   Background in    marketing and IT   Board member of    several organisations   Worked within the    ...
Overview   What is Marketing   Elements of a Marketing Plan   Know the Target Market   Identify Strengths   Key Messa...
What is Marketing?   Various definitions exist but essentially:    • Marketing is the process of planning and executing  ...
Marketing for Not-for-Profits Marketing considers how products/services can  reach the desired target market This still ...
What Marketing Tools Do You Use?   What marketing    currently exists in your    organisation?    • Brochures/leaflets   ...
Begin With a Marketing Plan   What is a marketing    plan?    • Supports the vision of        the organisation    •   Ide...
Marketing in Context A Marketing Plan                                             Business Plan  should support other  pl...
An Example   Eastern Volunteers    • Volunteer Recruitment       •   Interviews volunteers       •   Connects with       ...
A Marketing Plan in Practice   Eastern Volunteers     • Aim: Secure         independent funding         to assist Eastern...
Identify Strengths   Strengths                        Eastern Volunteers    • Are what you do well           Networking  ...
Know Your Target Market   The target market             Eastern Volunteers    • Who are they?                    Clients ...
Establish Key Messages   Consistency is critical          Eastern Volunteers    • Inconsistent messages               Key...
What Are Your Objectives?   Objectives:                         Eastern Volunteers    • What do you want to              ...
Reach your Target Markets   Use the right tools to        Clients    reach the right target             Newsletters    ma...
Demonstrating Value   How do you                    Eastern Volunteers    demonstrate value?                 Demographics...
Critical Success Factors Consistent messages  and branding Connect with  stakeholders Use the right tools to  reach the...
Measuring Success   How do you measure                Eastern Volunteers    success?                              • The ...
Conclusion Identify your strengths Know your target markets Ensure consistency    • Identify key messages    • Maintain...
Further information   Syneka Marketing    • Web: www.synekamarketing.com.au    • Phone: 1300 965 989   Alex Makin    • M...
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#CU12: Marketing your strengths - Alex Makin at Connecting Up 2012

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Learn how to undertake successful marketing of your organisation. Alex's session will assist you in determining your key strengths, messages and communication tools. A marketing focus will expand the reach of your organisation, making it easier to attract volunteers, donations, clients, potential partners and funding.

Veröffentlicht in: Technologie, Business
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#CU12: Marketing your strengths - Alex Makin at Connecting Up 2012

  1. 1. Marketing Your Strengths Alex Makin Syneka MarketingSuccess Starts with Strategy
  2. 2. About Syneka Marketing Syneka Marketing • Marketing plans • Social media • Website design • Professional speaking services We understand the not-for-profit sector www.synekamarketing.com.au 1300 965 989 Copyright 2012
  3. 3. The Team at Syneka MarketingAlex Makin Natalia PereraManaging Director Creative DirectorMarketing Strategy Creative DesignMarketing Planning Website VisualsProfessional SpeakingSocial MediaKeat Chiew Kevin CahalaneMarketing Consultant Membership StrategistMarketing Strategy Membership PlansMarketing Planning Membership Strategies www.synekamarketing.com.au 1300 965 989 Copyright 2012Plus website and graphic designers
  4. 4. About Alex Makin Background in marketing and IT Board member of several organisations Worked within the not-for-profit sector Councillor for Maroondah City Council Mayor during 2010 www.synekamarketing.com.au 1300 965 989 Copyright 2012
  5. 5. Overview What is Marketing Elements of a Marketing Plan Know the Target Market Identify Strengths Key Messages Demonstrate Value Evaluating Performance www.synekamarketing.com.au 1300 965 989 Copyright 2012
  6. 6. What is Marketing? Various definitions exist but essentially: • 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. www.synekamarketing.com.au 1300 965 989 Copyright 2012
  7. 7. Marketing for Not-for-Profits Marketing considers how products/services can reach the desired target market This still applies in the not-for-profit sector • Reach potential clients • Reach potential volunteers • Reach stakeholders • Develop partnerships and sponsorship • Encourage supporters and members • Increase donations and public support You will have multiple target markets www.synekamarketing.com.au 1300 965 989 Copyright 2012
  8. 8. What Marketing Tools Do You Use? What marketing currently exists in your organisation? • Brochures/leaflets • Newsletters • Media releases • Meetings and information sessions • Telephone/Email correspondence www.synekamarketing.com.au 1300 965 989 Copyright 2012
  9. 9. 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 the objectives www.synekamarketing.com.au 1300 965 989 Copyright 2012
  10. 10. Marketing in Context A Marketing Plan Business Plan should support other plans Other Plans Marketing Plan Marketing enables you to achieve Communications eMarketing marketing outcomes Actions from the Marketing Plan work towards outcomes www.synekamarketing.com.au 1300 965 989 Copyright 2012
  11. 11. An Example Eastern Volunteers • Volunteer Recruitment • Interviews volunteers • Connects with organisations • Transport Services • Community assisted transport • Community Events • Promote the organisation www.synekamarketing.com.au 1300 965 989 Copyright 2012
  12. 12. A Marketing Plan in Practice 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 1300 965 989 www.synekamarketing.com.au Copyright 2012
  13. 13. Identify Strengths Strengths Eastern Volunteers • Are what you do well Networking • Established abilities Reach through • Core aspects of the community organisation organisations • Competitive Individuals advantage Partnerships • Can be value added History and credibility benefits to partners Strong governance Key marketing messages www.synekamarketing.com.au 1300 965 989 Copyright 2012
  14. 14. Know Your Target Market The target market Eastern Volunteers • Who are they? Clients • Why target them? Community Donations • Where are they? Businesses • How do you reach Small/medium them? businesses Local autonomy Connect the target Value in local customers market to your strengths Businesses that have an interest in reaching the This creates the value local community proposition www.synekamarketing.com.au 1300 965 989 Copyright 2012
  15. 15. Establish Key Messages Consistency is critical Eastern Volunteers • Inconsistent messages Key message create confusion Reach of networks • Branding and message Ongoing service delivery must be consistent Accessibility • All communication tools Governance and should share the same financial stability key messages Align message with target What do you want to markets achieve? www.synekamarketing.com.au 1300 965 989 Copyright 2012
  16. 16. What Are Your Objectives? Objectives: Eastern Volunteers • What do you want to Donations to the achieve? Building Fund • Donations Partnerships with local • Volunteers businesses • Partnerships Actions What actions support Facilitate online the objective? donations Encourage community support www.synekamarketing.com.au 1300 965 989 Copyright 2012
  17. 17. Reach your Target Markets Use the right tools to Clients reach the right target Newsletters markets Drivers • Newsletters Community • Social media Local Media • Brochures Social Media • Information Sessions Businesses Ensure consistent Business Breakfasts messages Partnerships www.synekamarketing.com.au 1300 965 989 Copyright 2012
  18. 18. Demonstrating Value How do you Eastern Volunteers demonstrate value? Demographics • Quantify the benefits Approximately 400 organisations • Establish parameters for success 900 volunteers per annum Consider how to Event participation extend the partnership Website and media 4,000 views per month • Encourage partners to be actively involved Media partnerships www.synekamarketing.com.au 1300 965 989 Copyright 2012
  19. 19. Critical Success Factors Consistent messages and branding Connect with stakeholders Use the right tools to reach the right market Measure results www.synekamarketing.com.au 1300 965 989 Copyright 2012
  20. 20. Measuring Success How do you measure  Eastern Volunteers success? • The purchase of • Enables you to adjust jigsaw pieces actions • Total donations • Or consider  Local media profile alternatives Are the actions working to achieve your objectives? www.synekamarketing.com.au 1300 965 989 Copyright 2012
  21. 21. Conclusion Identify your strengths Know your target markets Ensure consistency • Identify key messages • Maintain consistent branding Identify objectives • Actions required to achieve these objectives • Measure outcomes to evaluate performance Use the tools that are right for your target market www.synekamarketing.com.au 1300 965 989 Copyright 2012
  22. 22. Further information Syneka Marketing • Web: www.synekamarketing.com.au • Phone: 1300 965 989 Alex Makin • Mobile: 0409 136 213 • Email: alex@synekamarketing.com.au Social Media • Linkedin: www.linkedin.com/in/alexmakin • Twitter: www.twitter.com/syneka • Facebook: www.facebook.com/syneka.com.au www.synekamarketing.com.au 1300 965 989 Copyright 2012

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