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Putting Research into Practice
Strategy: Marketing - Implementation
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Introduction
• The Context
• A Marketing Approach
• Outcomes
• Conclusion
Copyright Syneka Marketingwww.synekamarketing.com.au
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Volunteering Western Victoria
• Located in North-West Victoria
– Volunteer Resources– Social Support– Community Visiting– Community Transport– Licencing the Wimmera– Mentoring Community
Governance* (working title)
• Formerly Wimmera Volunteers
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The Challenges
• Wimmera Volunteers (previous name)
• Needed to re-engage
• Funding uncertainty
• Changing nature of volunteering and support
• A stagnant image
• Respond to the broader region
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Demographic Changes
• Aging Population
• Increasing diversity
• Tertiary students moving away
• Ramifications for demand
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Environmental Considerations
• Funding Uncertainty
• Regional Coverage
• Ongoing Volunteer Recruitment
• Responding to Changing Needs
• The Volunteer Brand
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The National Volunteering Strategy
• Respond to trends in volunteering
• Harness technology
• Better regulation and risk management
• Strengthen management and training
• Strengthen relationships and advocacy
• Recognise and value volunteering
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Research• Connections
– The outcomes from volunteering
– The reasons for volunteering
• Compliance– The barriers to
volunteering– Demographic changes
• Community– The community benefits– How to encourage
volunteering
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Strategic Plan
• Responding to the Research
1. Be an effective peak organisation
2. Grow access to resources
3. Build capacity In the volunteer and community sector
4. Organisation development
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Syneka Marketing
Syneka Marketing
– Strategic
– Creative
– Digital
•Implementation
•Full service marketing agency
•Focus on strategy
www.synekamarketing.com.au
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What is Marketing
The textbook definition:
•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.
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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 board members
• Reach stakeholders
• Develop partnerships and income sources
• Increase public support
• You will have multiple target markets
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Marketing is Collaborative
• Marketing works when it is collaborative
– Decide format of consultation
– Develop a marketing plan that meets the needs of the organisation
• Ongoing feedback and review
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The role of a Marketing Plan
• The business plan explores WHAT
• The marketing plan explores HOW• Supports the vision
• Identifies objectives to achieve this vision
• Outlines strategies and action that will fulfil these objectives
• Considers the marketing tools that are available
• Considers the current context and the future
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Supporting the Strategic Plan
1. Be an effective peak organisation
2. Grow access to resources
3. Build capacity In the volunteer and community sector
4. Organisation development
• Two additional marketing outcomes
– Diversify and Sustain Funding Support
– Rebrand Wimmera Volunteers
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Diversify and Maintain Income Support
• Government Funding
• Business Partnerships
• Fee for Service
• Membership
• Augmented Services
• Fundraising
• Philanthropy
• Reduce dependence on government funding
• Identify new sources of income and support
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Rebranding of Wimmera Volunteers
• Identify a new name
• New logo and slogan
• Notify stakeholders
• Redevelop marketing materials
• Revitalise the brand
• Reposition the organisation as a peak body
• Undertaken in six weeks
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The New Name
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Volunteering Western VictoriaEmpowering Communities,
Supporting Volunteers
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The New Brand
Old Brand New Brand
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The New Website
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New Brochures / Factsheets
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Membership Options
• Organisations– Voting rights
– Regular mail outs
– Training & workshops
– 3 Free Seminars
– Key Supporter
– Volunteer Referral Service
– Volunteer support and recognition
– Use of Volunteer Standards
– Membership of the Volunteer Management Network
• Supporters
– Regular mail outs
– Strengthen VWV
– Become a key supporter
• Volunteer
– Voting Rights
– Coffee Voucher
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Volunteer Recognition Awards
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The Inaugural Awards
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Our Process
1. Research (Why & outcomes)
2. Strategic Plan (Linked to Research)
3. Marketing (Linked to Strategic Plan)
4. Rebrand (Linked to Marketing)
5. Enabling the development of new programs...
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Conclusion
• Research uncovers opportunities
• Plan so you can address these opportunities
• Marketing lets you identify key messages
• Use the right tools to reach the right people
www.synekamarketing.com.au
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Contact Details
• Syneka Marketing
– Web: www.synekamarketing.com.au
– Phone: 1300 965 989
• Alex Makin
– Mobile: 0409 136 213
– Email: [email protected]
• Julie Pettett
– Email: [email protected]
www.synekamarketing.com.au