Ncc Marketing Presentation Cs

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Ncc Marketing Presentation Cs

  1. 1. Marketing strategy 07/09 Christine Birchall James Dunne Marion Forsyth
  2. 2. What does marketing mean for us? <ul><li>To deliver one or more of the following objectives: </li></ul><ul><li>         Raise awareness or build reputation </li></ul><ul><li>         Change behaviour </li></ul><ul><li>         Generate income </li></ul><ul><li>         Design and develop services to customer needs </li></ul><ul><li>         Highlight what we do and where we do it </li></ul><ul><li>         Celebrate success and achievement </li></ul>
  3. 3. Independent review 05/06 <ul><li>It said: </li></ul><ul><li>Number of skilled marketing professionals </li></ul><ul><li>Many good channels </li></ul><ul><li>Main tools are well managed – magazine/show </li></ul><ul><li>We need to step up </li></ul><ul><ul><li>a corporate direction for marketing </li></ul></ul><ul><ul><li>strengthen existing communications </li></ul></ul><ul><ul><li>build skills </li></ul></ul><ul><ul><li>share expertise </li></ul></ul><ul><ul><li>strengthen the corporate brand </li></ul></ul>
  4. 4. What we did – strategy development <ul><li>Worked with Chief Officers and key staff </li></ul><ul><li>All marketing officers inputted into the strategy </li></ul><ul><li>Chief officer group approval </li></ul><ul><li>Corporate Affairs review group/Cabinet member </li></ul><ul><li>Cabinet approval - April 30 </li></ul>
  5. 5. Why we did it <ul><li>People who use us generally like us </li></ul><ul><ul><li>but 37% of our council tax payers have no opinion of us at all </li></ul></ul><ul><li>Council priorities – skills, waste, safety, transport </li></ul><ul><ul><li>But how do we change behaviour to hit targets </li></ul></ul><ul><li>CPA ‘ the harder test’ 2008, are we listening/acting? </li></ul><ul><ul><li>Currently only 42% of our residents feel we do </li></ul></ul>
  6. 6. Three strategic aims <ul><li>Achieve corporate direction to hit corporate priorities. </li></ul><ul><li>  </li></ul><ul><li>Identify what we spend, and make it work harder.   </li></ul><ul><li>Undertake all marketing to professional standards. </li></ul>
  7. 7. Five objectives <ul><li>Corporate co-ordination – clear systems and processes. </li></ul><ul><li>Information, buildings and services have clear corporate identity. </li></ul><ul><li>Resources clearly represent good value for money </li></ul><ul><li>Staff appropriately skilled, trained and resourced </li></ul><ul><li>Regular campaigns support key council priorities </li></ul>
  8. 8. This means <ul><li>Achieve a professional look and feel. </li></ul><ul><li>One council, one logo </li></ul><ul><li>Campaigns concentrated on key areas. </li></ul><ul><li>Marketing is well planned and resourced </li></ul>
  9. 9. What about partnerships? <ul><li>Manage this as strictly as we manage our core brand </li></ul><ul><ul><li>How do we stand out </li></ul></ul><ul><ul><li>How do people understand what we contribute. </li></ul></ul><ul><ul><li>Do we get appropriate recognition </li></ul></ul><ul><ul><li>Enforce ‘assisted by’/’supported by’ </li></ul></ul><ul><ul><li>Avoid ‘Frankenstein’ logos </li></ul></ul>
  10. 10. What about partnerships? <ul><li>One example: </li></ul><ul><li>“ 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.” </li></ul><ul><li>  </li></ul>
  11. 11. What’s already in place <ul><li>Marketing forum – meets quarterly </li></ul><ul><li>Standard information – templates, suppliers </li></ul><ul><li>Clear corporate policies – design, accessibility, web use </li></ul><ul><li>Marketing ‘bitesize’ or bespoke courses </li></ul><ul><li>Improved rates – radio advertising, bus backs </li></ul>
  12. 12. What we can offer you Training Professional Support Campaign expertise Website Design and style guide Corporate events/tools – magazine, RNS
  13. 13. Future plans <ul><li>Logo audit - involving all staff </li></ul><ul><li>Improved customer intelligence </li></ul><ul><li>Sponsorship/Advertising policies </li></ul><ul><li>Programme of corporate campaigns </li></ul>
  14. 14. Who is responsible <ul><li>Head of communications & customer service </li></ul><ul><li>Corporate team (1.5 staff) </li></ul><ul><li>Departmental marketing staff </li></ul><ul><li>All staff </li></ul><ul><li>Elected members </li></ul>
  15. 15. Where we need your help <ul><ul><li>Representation on Marketing forum </li></ul></ul><ul><ul><li>Key staff participation in training </li></ul></ul><ul><ul><li>Marketing plans produced and monitored </li></ul></ul><ul><ul><li>Branding ‘champions’ </li></ul></ul><ul><ul><li>Dissemination to all staff </li></ul></ul><ul><li>. </li></ul>
  16. 16. <ul><ul><li>Over to you…… </li></ul></ul><ul><li>. </li></ul>

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