Marketing strategy 07/09 Christine Birchall James Dunne Marion Forsyth

What does marketing mean for us? To deliver one or more of the following objectives:  Raise awareness or build reputation  Change behaviour  Generate income  Design and develop services to customer needs  Highlight what we do and where we do it  Celebrate success and achievement

To deliver one or more of the following objectives:

 Raise awareness or build reputation

 Change behaviour

 Generate income

 Design and develop services to customer needs

 Highlight what we do and where we do it

 Celebrate success and achievement

Independent review 05/06 It said: Number of skilled marketing professionals Many good channels Main tools are well managed – magazine/show We need to step up a corporate direction for marketing strengthen existing communications build skills share expertise strengthen the corporate brand

It said:

Number of skilled marketing professionals

Many good channels

Main tools are well managed – magazine/show

We need to step up

a corporate direction for marketing

strengthen existing communications

build skills

share expertise

strengthen the corporate brand

What we did – strategy development Worked with Chief Officers and key staff All marketing officers inputted into the strategy Chief officer group approval Corporate Affairs review group/Cabinet member Cabinet approval - April 30

Worked with Chief Officers and key staff

All marketing officers inputted into the strategy

Chief officer group approval

Corporate Affairs review group/Cabinet member

Cabinet approval - April 30

Why we did it People who use us generally like us but 37% of our council tax payers have no opinion of us at all Council priorities – skills, waste, safety, transport But how do we change behaviour to hit targets CPA ‘ the harder test’ 2008, are we listening/acting? Currently only 42% of our residents feel we do

People who use us generally like us

but 37% of our council tax payers have no opinion of us at all

Council priorities – skills, waste, safety, transport

But how do we change behaviour to hit targets

CPA ‘ the harder test’ 2008, are we listening/acting?

Currently only 42% of our residents feel we do

Three strategic aims Achieve corporate direction to hit corporate priorities. Identify what we spend, and make it work harder. Undertake all marketing to professional standards.

Achieve corporate direction to hit corporate priorities.

Identify what we spend, and make it work harder.

Undertake all marketing to professional standards.

Five objectives Corporate co-ordination – clear systems and processes. Information, buildings and services have clear corporate identity. Resources clearly represent good value for money Staff appropriately skilled, trained and resourced Regular campaigns support key council priorities

Corporate co-ordination – clear systems and processes.

Information, buildings and services have clear corporate identity.

Resources clearly represent good value for money

Staff appropriately skilled, trained and resourced

Regular campaigns support key council priorities

This means Achieve a professional look and feel. One council, one logo Campaigns concentrated on key areas. Marketing is well planned and resourced

Achieve a professional look and feel.

One council, one logo

Campaigns concentrated on key areas.

Marketing is well planned and resourced

What about partnerships? Manage this as strictly as we manage our core brand How do we stand out How do people understand what we contribute. Do we get appropriate recognition Enforce ‘assisted by’/’supported by’ Avoid ‘Frankenstein’ logos

Manage this as strictly as we manage our core brand

How do we stand out

How do people understand what we contribute.

Do we get appropriate recognition

Enforce ‘assisted by’/’supported by’

Avoid ‘Frankenstein’ logos

What about partnerships? One example: “ Norfolk Museums and Archaeology Service is a partnership between Norfolk County Council and Norfolk's district councils. It is funded through council tax, earned income and grants.”

One example:

“ Norfolk Museums and Archaeology Service is a partnership between Norfolk County Council and Norfolk's district councils. It is funded through council tax, earned income and grants.”

What’s already in place Marketing forum – meets quarterly Standard information – templates, suppliers Clear corporate policies – design, accessibility, web use Marketing ‘bitesize’ or bespoke courses Improved rates – radio advertising, bus backs

Marketing forum – meets quarterly

Standard information – templates, suppliers

Clear corporate policies – design, accessibility, web use

Marketing ‘bitesize’ or bespoke courses

Improved rates – radio advertising, bus backs

What we can offer you Training Professional Support Campaign expertise Website Design and style guide Corporate events/tools – magazine, RNS

Future plans Logo audit - involving all staff Improved customer intelligence Sponsorship/Advertising policies Programme of corporate campaigns

Logo audit - involving all staff

Improved customer intelligence

Sponsorship/Advertising policies

Programme of corporate campaigns

Who is responsible Head of communications & customer service Corporate team (1.5 staff) Departmental marketing staff All staff Elected members

Head of communications & customer service

Corporate team (1.5 staff)

Departmental marketing staff

All staff

Elected members

Where we need your help Representation on Marketing forum Key staff participation in training Marketing plans produced and monitored Branding ‘champions’ Dissemination to all staff .

Representation on Marketing forum

Key staff participation in training

Marketing plans produced and monitored

Branding ‘champions’

Dissemination to all staff

.

Over to you…… .

Over to you……

.