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This presentation was delivered at the National Conference on Volunteering in Adelaide in 2013. Alex from Syneka Marketing discussed the marketing plan that led Wimmera Volunteers developing a focus on outcomes and re-engagement with its community. The organisation was rebranded in six weeks to project a new identity of one that is able to represent communities in the Western regions of Victoria.
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Putting Research into Practice
Strategy: Marketing - Implementation
Introduction
• The Context
• A Marketing Approach
• Outcomes
• Conclusion
Copyright Syneka Marketingwww.synekamarketing.com.au
2
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
www.synekamarketing.com.au
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
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.
www.synekamarketing.com.au
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
www.synekamarketing.com.au
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
www.synekamarketing.com.au
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
www.synekamarketing.com.au
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
www.synekamarketing.com.au
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
www.synekamarketing.com.au
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
www.synekamarketing.com.au
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
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Contact Details
• Syneka Marketing
– Web: www.synekamarketing.com.au
– Phone: 1300 965 989
• Alex Makin
– Mobile: 0409 136 213
– Email: alex@synekamarketing.com.au
• Julie Pettett
– Email: julie@vwv.org.au
www.synekamarketing.com.au
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