putting research into practice - the marketing plan for wimmera volunteers and their rebranding to...

Putting Research into Practice

Strategy: Marketing - Implementation

Introduction

• The Context

• A Marketing Approach

• Outcomes

• Conclusion

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

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

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

www.synekamarketing.com.au

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


Demographic Changes

• Aging Population

• Increasing diversity

• Tertiary students moving away

• Ramifications for demand


Environmental Considerations

• Funding Uncertainty

• Regional Coverage

• Ongoing Volunteer Recruitment

• Responding to Changing Needs

• The Volunteer Brand


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


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


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


Syneka Marketing

Syneka Marketing

– Strategic

– Creative

– Digital

•Implementation

•Full service marketing agency

•Focus on strategy


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.


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


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


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


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


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


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


The New Name


Volunteering Western VictoriaEmpowering Communities,

Supporting Volunteers


The New Brand

Old Brand New Brand


The New Website


New Brochures / Factsheets


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


Volunteer Recognition Awards


The Inaugural Awards


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...


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


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]
