Marketing playbook

Everything you need to know to create effective

marketing campaigns

Engineers Australia Marketing Playbook | 3Introduction

What is a marketing playbook?Put simply, it is a guide to marketing programs and campaigns. It gives you the information and resources to be involved and support their implementation and success.

Why use this playbook? Engineers Australia’s Executive Team has a clear vision for Marketing:

To shape marketing capability to deliver a world-class customer experience.

Equipping you with everything you need to promote and support marketing programs not only builds capability, but puts us on track to deliver a world-class customer experience. It’s about consistency, coordination and collaboration.

Consistency If we all work together, share a common vision, and stay consistently to our key messages, we have a better chance of reaching and motivating our audience to take action.

Taking action might mean renewing membership, becoming Chartered, attending events or giving back to the profession. We need to ensure prospective and existing members are engaged and receptive to what we have to offer.

Speaking consistently at every level of the organisation will help achieve this.

Coordination Timing is everything! The right message, to the right person, at the right time – heard this expression before?

This playbook encourages us to coordinate and schedule our programs effectively to avoid cluttering our messages or diluting each other’s efforts.

In this playbook you’ll be introduced to a new centralised campaign calendar providing you with a single view of all marketing campaigns – it’s about creating transparency for everyone to inform the timing of everything!

Collaboration Collaboration is key! There is no doubt we all have different perspectives and insights to inform our marketing programs and campaign planning.

In this playbook you’ll learn more about how to collaborate, provide input and help shape future marketing programs.

By working together can we deliver a world- class customer experience!

Who should use this playbook?If you interact directly with members, plan programs, execute campaigns and events, then there’s something in this Playbook for you!

How to use this playbookThe Playbook will be updated as new Game Plans come into play. Game Plans summarise a marketing strategy into one or two pages allowing for efficient campaign execution. They outline the situation, goals, key messages, tactics and timing, assets, and who to call for more information. They offer you a simple how-to-guide allowing you to execute the campaign locally.

Handy tips!Section Five: Resources and the Glossary contain helpful definitions and factsheets to guide you through the campaign process. If there’s something you don’t understand, try flipping to these last sections, to see if we’ve answered your question already!

It’s important to return to this Playbook frequently to see the latest Game Plans in development, in Play, or in Replay when under review!

The HubThis Playbook will frequently reference The Hub in Salesforce. To access it, log in to Salesforce via your web browser and click on the tab at the top labelled “The Hub”. Here you will find links to marketing request forms, your open requests, and other handy resources.

Whenever you submit a request via one of these forms, a case will be created and delegated to the appropriate team member in Marketing. Via Salesforce we can track, report and see all open cases, who and what they’re for. This will increase visibility of what the Marketing Team are currently working on, and will allow you to track where your case is up to. It’s a hub of activity!

Where to find the playbook The Marketing Playbook is saved in the Library section of Salesforce. If you don’t have access to Salesforce and would like a copy of the Playbook, please contact IT Support to request a log-in.

Spread the word Don’t forget to introduce the Playbook to your colleagues – getting everyone on the same page will strengthen Engineers Australia’s voice.

PlaytimeReturn to Salesforce regularly to download the latest version of the Playbook, and go to The Hub tab to find the marketing request forms.

If you have ideas you’d like to share, don’t wait for the opportunity to provide input, email programs@engineersaustralia.org.au

Engineers Australia Marketing Playbook | 4Introduction

ContentsSection One: Marketing explained .....5What is marketing? ..........................................................................6

Why do we need marketing? .......................................................6

Annual planning cycle .....................................................................7

Business-as-usual briefing ............................................................7

Who is marketing? ............................................................................8

Programs ..............................................................................................9

Channels ...........................................................................................10

Design ................................................................................................11

Divisions ............................................................................................11

Value proposition ...........................................................................12

Whom are we talking to? ..........................................................12

What are we offering them? ....................................................12

Section Two – The play set ................ 16Developing an effective campaign .........................................17

Planning a campaign ...................................................................17

The Campaign Checklist ..............................................................18

Graphic design and print ...........................................................19

Executing a campaign .................................................................21

Campaign Calendar ......................................................................21

The marketing mix .......................................................................22

Website ..............................................................................................22

Email and mobile ..........................................................................23

Social media ....................................................................................24

Traditional ........................................................................................25

Content marketing ........................................................................27

What is content marketing? .....................................................27

Tips for content marketing ........................................................27

Section three: Game plans ............... 28What is a game plan? ..................................................................29

What’s in a game plan? ..............................................................29

Why do we need game plans? .................................................29

EngQuest ..........................................................................................30

Student membership ..................................................................31

study brEAk ......................................................................................32

Careers Expos ..................................................................................33

EA Connect .......................................................................................34

Graduate membership ...............................................................35

ENGage ..............................................................................................36

eRenewals ........................................................................................37

myPortal Renewals Competition ............................................38

Convention 2014 ...........................................................................39

Eminent Speaker Series ..............................................................41

Australian Engineering Excellence Awards ........................................................................42

Australian Engineering Week ...................................................44

Elections ............................................................................................46

Section four: Rewind and replay ...... 47Why review? ....................................................................................48

How to measure success ...........................................................48

Objectives .........................................................................................48

The message ...................................................................................48

Website ..............................................................................................48

Email and mobile ...........................................................................48

Social media ....................................................................................48

Traditional ........................................................................................48

Return on investment .................................................................49

Optimising future campaigns .................................................49

Post implementation review process ...................................49

Share your successes ...................................................................49

Section five: Resources ...................... 50Requesting Services: The Hub ..................................................51

Factsheet on Copyright Laws ....................................................52

Factsheet on running a Competition ....................................53

Factsheet on myPortal Renewals Competition..................54

Content Guides for Newsletters .............................................55

Glossary .............................................................................................57

Engineers Australia Marketing Playbook | 6Section One: Marketing Explained

What is marketing?Look around and there are many definitions of marketing. As a not-for-profit and peak body for the engineering profession we are here to promote the engineering profession and serve our members.

In this context, marketing is the activity, channels and processes for creating, communicating, and delivering relevant offerings that have value for our members, prospective members, partners, stakeholders and society. Offerings can include products such as Chartered, membership categories, services like career development centre, publications, events, member benefits, networking opportunities – when you think about it, the list is long!

Marketing is undertaken across the organisation which is why it is so important to coordinate our efforts to achieve the marketing vision set by Engineers Australia’s leadership team:

“To shape marketing capability to deliver a world-class customer experience.”

Why do we need marketing?If you think about the definition of marketing, we’re all brand ambassadors with the power to shape our customers’ experience. Individually and collectively we have an opportunity to leave members with a lasting impression, influence their perceptions and their satisfaction.

Engineers Australia is the trusted voice of the profession. We are the global home for engineering professionals renowned as leaders in shaping a sustainable world. (Vision Statement)

Engineers Australia’s strategic priorities focus our marketing effort to ensure we’re all heading in the same direction and working to achieve a common set of objectives. After all, the strategic objectives are ultimately designed to strengthen our relationship with customers and our position as Australia’s peak engineering body for the engineer profession.

It’s important to become familiar with these objectives and ask yourself whether you proposed activity will help achieve them.

Engineers Australia’s Strategic Priorities 2014-17

The following seven top-level themes frame our new strategic plan:

Professional home for life Build our body of knowledge and be the authority of career development to every Australian engineering professional no matter where in the world they are practicing.

Connectivity and partnership Build a high profile with key stakeholders and the community.

The definitive voice of the profession Providing trusted and respected leadership and advocacy for the profession.

Professional credentials and currency World class engineering education qualifications and professional credentials.

International orientation The gateway to international engineering practice in a global profession.

Tomorrow’s engineers Creating awareness of the opportunities in engineering.

Business sustainability A professional approach to business accountability and performance.

All marketing activity aligns with one or a number of the seven strategic priority areas. The ‘bigger picture’ is the first things we consider before we start planning.

Engineers Australia Marketing Playbook | 9Section One: Marketing Explained

Sharryn FensomProgram Coordinator

As Program Coordinator, Sharryn develops and delivers event campaign programs, focusing on consistency across the Divisions.

Talk to Sharryn about…

u Australian Engineering Week

u Careers Expos

u Elections

Richard SpreckleyProgram Manager, Chartered

Richard’s primary focus is on the strategic development and delivery of integrated programs for Chartered.

Talk to Richard about…

u Chartered

u Professional Development Program (PDP)

Pearl AnsleyProgram Manager, Membership

Pearl’s primary focus is on the development and delivery of campaign programs; collaborating with project and channel teams to execute effective digital strategies.

Talk to Pearl about…

u Membership

u Corporate

u Branding

Caitlin HarrisContent Marketing Coordinator

Cait’s focusses are; to grow the national primary school program, develop the national electronic publications, deliver campaign programs and provide copywriting support.

Talk to Cait about…

u EngQuest

u ENGage

u study brEAk

u Copywriting

Stephanie HawkinsProgram Manager, Convention

Steph oversees the marketing for Convention and other national events and CPD programs.

Talk to Steph about…

u Marketing Events and CPD programs

u Convention

u Eminent Speaker Series

u Excellence Awards

Programs To manage our marketing portfolio effectively, we group our activities into Programs. Programs come about as a result of grouping similar campaigns by target audience or activity. By creating Programs we can assign resources and manage activities to ensure we cover everyone’s priorities. Sometimes this is a juggling act, but we’re committed to improving it with your help.

Marketing programs:

u Schools

u Tertiary

u Graduate

u Membership, Chartered & PDP

u International

u National events

u Division events

u Corporate

Section One: Marketing Explained

Engineers Australia Marketing Playbook | 18Section Two: The play set

The Campaign ChecklistThe Campaign Checklist is the last step you need to complete before requesting your Marketing Campaign. Once you have filled in these categories, you can proceed to The Hub on Salesforce to engage Marketing and get your play underway!

SituationThis is the background and justification for your campaign or marketing activity. Your situation analysis should provide a detailed breakdown of the issues and opportunities facing your area or the organisation. For example, you may be developing a campaign to articulate the values and benefits of membership, in response to a decline in membership renewal for that financial year in your Division.

GoalsGoals are broad statements of what you hope to achieve with your campaign or marketing activity. They should reflect the organisation’s strategic objectives and deal with reputation, relationships or tasks. For example, to increase Student membership enrolments.

ObjectivesObjectives express exactly what needs to be achieved in a defined timeframe (the SMART model – specific, measurable, achievable, realistic, timely). They should be precise and measurable statements of what you need to do in order to achieve your goals. For example, to increase renewal membership by 1% during the month of June.

ConsiderationsConsiderations are potential roadblocks or obstacles that could prevent your campaign from proceeding or being successful. These could include dependence on other projects, or legal concerns.

Key messagesThe suggested messages you use to guide all other content. Marketing will assist you in refining these, but it’s good to have an idea of what they should be before you start. Your key messages should be specific to your target audience to create awareness, build credibility, and persuade them to take action. For examples, see the Value Propositions at the end of Section One.

Target AudienceIndividuals, groups, cohorts, or demographics to whom we direct our key messages to raise awareness, generate interest and persuade to take action. For example, engineering graduates or engineering firms.

StrategyThe communication or marketing activity that explains how messages will be delivered to your target audience. For example, to use all Engineers Australia social media channels to communicate with Graduate Members to encourage their conversion to full membership.

TacticsThe tools, techniques and assets that you will use to implement your strategy and connect with your audience. Assets are any promotional resource developed or channel used to execute your campaign and communicate with the target audience. Example assets could be: brochures for Division office, targeted EDMs, and social media posts.

Timeframe This is a timeline for when things need to be done, and a checklist of actions, tasks and responsibilities, including deadlines and ETAs.

BudgetYour budget should detail where spending will be required, how much necessary items will costs, and how much income will be made from the campaign (such as an event). Items could include website development, printing of promotional materials, expenditure of venue hire, catering etc.

Measures of Success

How will you know your campaign has been successful? This is important, as it will inform you as to whether you have achieved your goals and objectives, and will inform future campaigns. There are different tools you can use to measure your success, for example, through metrics from Google Analytics, click-through rates on social media activities or ExactTarget, and online advertisements. See ‘Section Four: Rewind and replay’ for more ideas and measurement tools.

StakeholdersYou will not need to fill this out as part of the request form, but you should consider who your stakeholders are as part of your own process. A stakeholder could be an individual, group, or organisation that has an interest in your area and needs to be engaged with the developments of your campaign or marketing activity.

Engineers Australia Marketing Playbook | 22Section Two: The play set

The marketing mix Integrated marketing campaigns use different tools across different channels to deliver a consistent message. Each tool is used to deliver the same key message, but in different ways to different audiences. The mix of tools you select should complement each other and reinforce the impact of the campaign.

In these sections, we look at the different tools available via our channels, including a brief description, pros and cons and handy tips for each.

Website u Corporate website

u Web banners

u Paid online advertising

Email and mobile u eNewsletters

u Electronic direct mail (EDM)

u SMS/MMS

Social media u Facebook

u Twitter

u LinkedIn

u YouTube

u Flickr

u Paid social advertising

Traditional u PowerPoint

u Prezi

u Promotional

u Direct Mail

u Telemarketing

u Print advertising

u Outdoor advertising

WebsiteCorporate website

The home of all information For many customers the website is their first interaction with the organisation — so we need to deliver a great experience!

Customers should be able to find everything they want to know about Engineers Australia here; whether it’s news, information or details of an event they saw advertised.

All marketing must lead customers back to the website for more information.

The upside

Supports all content types and doesn’t restrict the amount of information you can share. It is also quick and easy to create and edit content.

The downside

You have to get the customer to visit the website in the first place!

u Do use direct links on digital promotions and

shortened URLs (see bit.ly link in Glossary) and/or QR codes on printed items to encourage visitation.

u Don’t forget to update your information. It’s not a good look to be advertising a competition that has already closed!

Web banners

Flexible advertisements Digital banners can be used across many online channels including websites, email and social media.

They are good tools for raising awareness of a campaign, and supporting other promotional efforts.

Banner ads can quickly be replaced if needed, so monitor their effectiveness and change the message if required.

The upside

Digital banners are the most visible form of online advertising, working 24/7. They can be placed in webpages or emails to target specific audiences.

The downside

Customers are used to seeing banner ads which makes it harder for your message to be noticed.

u Do link the banner to a relevant part of the website with information that backs up what the ad is promoting.

u Don’t use a lot of text on banner ads; a few words with eye-catching graphics or imagery is more effective!

Paid online advertising

Online advertising options Digital banners can be used across many platforms and can incorporate multimedia to attract customers.

Search advertising offers impressive targeting and enables ads to be displayed on relevant webpages or

Engineers Australia Marketing Playbook | 29Section Three: Game plans

What is a game plan? A Game Plan is a marketing strategy summarised into a brief overview to enable efficient and effective execution. It allows anyone to pick up the plan and execute the activity consistently, using the recommended key messages, tactics and timing.

Game Plans are often used in sports to explain the strategy to be activated on field to win the game. Players can see the bigger picture and understand where they fit in, and use their tactics and skill to achieve the result.

Game Plans in marketing are similar and particularly useful when more than one area is responsible for campaign execution.

What’s in a game plan? There are a number of key features that are consistent across all the marketing Game Plans. Here’s an overview of what you’ll find:

Situation Here we offer some background about the activity and explain what it is.

GoalsIn this section we explain what we aim to achieve and the activity’s alignment with the organisation’s strategic priorities.

EA Strategic ObjectivesWith which of the organisation’s strategic objectives it is aligned.

Key messagesWhat we should be saying consistently to the target audience.

Tactics & timing This is the how. This feature outlines the tactics most appropriate to achieve the goals outlined.

AssetsThis is a list of what’s been developed to promote the activity.

Your involvement Here you’ll find information about how you can be involved.

Who to contactThis is the key contact within the Marketing Team accountable for this activity. Go to this person for any advice, guidance or support you need.

Why do we need game plans?Greater transparency – you’ll know what’s happening and when, and how to get involved.

Consistent delivery – you’ll be able to utilise campaign assets to support the program at a local level.

Build marketing capability – by executing our campaigns within a proven framework we will build marketing capability across the board.

Engineers Australia Marketing Playbook | 38Section Three: Game plans

myPortal Renewals Competition SituationEach year, Engineers Australia conducts a member renewal campaign. This year, to achieve cost-efficiencies and streamline the process, an online eRenewals process has been developed. As an incentive for members to log in to myPortal and renew their membership online, they are offered the chance to win a $5,000 travel voucher.

Goals u Motivate members to log in to myPortal, view,

edit and renew their membership.

EA Strategic ObjectivesThe myPortal Renewals Competition supports Engineers Australia’s strategic objective:

u Professional Home for Life

Key message Renew your membership online for a chance to win a $5,000 travel voucher.

Tactics and timing Competition schedule as follows:

8 May Competition opens

30 June Competition closes

16 July Winner announced

For more information and FAQs, please see the Fact Sheet in Section Five: Resources.

Assets

Asset Purpose Availability and how to use them

Landing page on Corporate website

Host competition and prize details, terms and conditions, and call-to-action to log in and renew

URL: http://www.engineersaustralia.org.au/renewalscompetition

Digital banners Promote eRenewals and lead members to landing page

Banners can be used across the Corporate website and Engineers Australia’s electronic communications (such as Event Alerts and eNewsletters)

Targeted EDMs Promote competition Message included in eRenewal EDM communications.

Direct mail Promote competition Message included in eRenewal DM communications.

Social media Promote eRenewals and lead members to landing page

Posts for the national Facebook and Twitter accounts have been scheduled. To promote via other accounts or social channels contact Lee Vereschildt.

On-hold messages Promote competition On-hold messages are being managed by Marketing.

Your InvolvementYou can promote the competition locally on your Division homepage, eNewsletters and/or Event Alerts. Ensure your team is aware of the introduction of myPortal and how we are transforming our member experience to deliver world-class customer service.

BudgetThe prize of a $5,000 travel voucher has been donated by Corporate Traveller.

ContactPearl Ansley | Program Manager, Membership Ext. 2556

Section Heading Here

Section four

Rewind and replay We take a step back and look at measuring the effectiveness of our game plans.

In section four: u We explain importance of reviewing our results

u We show you how to measure your campaign success

u We introduce the post-implementation review process

u We explain measuring return on investment

u We discuss capturing lessons learned