1. Marketing Your StrengthsAlex MakinSyneka MarketingSuccess Starts with Strategy

2. About Syneka MarketingSyneka Marketing Marketing plans Social media Website design Professional speakingservicesWe understand the not-for-profit sectorwww.synekamarketing.com.au 1300 965 989Copyright 2012 3. The Team at Syneka MarketingAlex MakinNatalia PereraManaging Director Creative DirectorMarketing StrategyCreative DesignMarketing PlanningWebsite VisualsProfessional SpeakingSocial MediaKeat ChiewKevin CahalaneMarketing ConsultantMembership StrategistMarketing StrategyMembership PlansMarketing PlanningMembership Strategies www.synekamarketing.com.au1300 965 989 Copyright 2012Plus website and graphic designers 4. About Alex Makin Background inmarketing and IT Board member ofseveral organisations Worked within thenot-for-profit sector Councillor forMaroondah CityCouncil Mayor during 2010 www.synekamarketing.com.au1300 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 Performancewww.synekamarketing.com.au 1300 965 989Copyright 2012 6. What is Marketing? Various definitions exist but essentially: Marketing is the process of planning and executingthe conception, pricing, promotion, and distributionof ideas, goods, and services to create exchangesthat satisfy individual and organisational goals. www.synekamarketing.com.au1300 965 989 Copyright 2012 7. Marketing for Not-for-Profits Marketing considers how products/services canreach 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.au1300 965 989 Copyright 2012 8. What Marketing Tools Do You Use? What marketingcurrently exists in yourorganisation? Brochures/leaflets Newsletters Media releases Meetings andinformation sessions Telephone/Emailcorrespondencewww.synekamarketing.com.au 1300 965 989Copyright 2012 9. Begin With a Marketing Plan What is a marketingplan? Supports the vision ofthe organisation Identifies objectives toachieve this vision Outlines actions thatwill fulfil the objectiveswww.synekamarketing.com.au 1300 965 989Copyright 2012 10. Marketing in Context A Marketing Plan Business Planshould support otherplansOther Plans Marketing Plan Marketing enablesyou to achieveCommunications eMarketingmarketing outcomes Actions from theMarketing Plan worktowards outcomeswww.synekamarketing.com.au 1300 965 989Copyright 2012 11. An Example Eastern Volunteers Volunteer Recruitment Interviews volunteers Connects with organisations Transport Services Community assisted transport Community Events Promote the organisationwww.synekamarketing.com.au 1300 965 989Copyright 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: onlinedonations, medialaunch, promotion 1300 965 989www.synekamarketing.com.auCopyright 2012 13. Identify Strengths StrengthsEastern Volunteers Are what you do well Networking Established abilities Reach through Core aspects of the communityorganisationorganisations CompetitiveIndividualsadvantagePartnerships Can be value added History and credibilitybenefits to partners Strong governance Key marketingmessages www.synekamarketing.com.au1300 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 reachSmall/mediumthem? businessesLocal autonomy Connect the targetValue in local customersmarket to yourstrengthsBusinesses that have an interest in reaching the This creates the value local communitypropositionwww.synekamarketing.com.au 1300 965 989Copyright 2012 15. Establish Key Messages Consistency is criticalEastern Volunteers Inconsistent messages Key messagecreate confusion Reach of networks Branding and message Ongoing service deliverymust be consistent Accessibility All communication tools Governance andshould share the same financial stabilitykey messagesAlign message with target What do you want to marketsachieve? www.synekamarketing.com.au1300 965 989 Copyright 2012 16. What Are Your Objectives? Objectives: Eastern Volunteers What do you want toDonations to theachieve? Building Fund Donations Partnerships with local Volunteersbusinesses Partnerships Actions What actions support Facilitate onlinethe objective? donations Encourage community supportwww.synekamarketing.com.au 1300 965 989Copyright 2012 17. Reach your Target Markets Use the right tools toClientsreach the right target NewslettersmarketsDrivers Newsletters Community Social media Local Media BrochuresSocial Media Information SessionsBusinesses Ensure consistentBusiness Breakfastsmessages Partnershipswww.synekamarketing.com.au 1300 965 989Copyright 2012 18. Demonstrating Value How do youEastern Volunteersdemonstrate value? Demographics Quantify the benefits Approximately 400organisations Establish parametersfor success 900 volunteers perannum Consider how to Event participationextend thepartnership Website and media 4,000 views per month Encourage partners tobe actively involved Media partnershipswww.synekamarketing.com.au 1300 965 989Copyright 2012 19. Critical Success Factors Consistent messagesand branding Connect withstakeholders Use the right tools toreach the right market Measure results www.synekamarketing.com.au1300 965 989 Copyright 2012 20. Measuring Success How do you measure Eastern Volunteerssuccess? The purchase of Enables you to adjust jigsaw piecesactions Total donations Or consider Local media profilealternatives Are the actionsworking to achieveyour objectives? www.synekamarketing.com.au1300 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 targetmarketwww.synekamarketing.com.au 1300 965 989Copyright 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.auwww.synekamarketing.com.au1300 965 989 Copyright 2012