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.
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. The Team at Syneka Marketing
Alex Makin Natalia Perera
Managing Director Creative Director
Marketing Strategy Creative Design
Marketing Planning Website Visuals
Professional Speaking
Social Media
Keat Chiew Kevin Cahalane
Marketing Consultant Membership Strategist
Marketing Strategy Membership Plans
Marketing Planning Membership Strategies
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Plus website and graphic designers
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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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