Learn how to undertake successful marketing of your organisation. Alex's session will assist you in determining your key strengths, messages and communication tools. A marketing focus will expand the reach of your organisation, making it easier to attract volunteers, donations, clients, potential partners and funding.

1. Marketing Your Strengths
Alex Makin
Syneka Marketing
Success Starts with Strategy

2. About Syneka Marketing
 Syneka Marketing
• Marketing plans
• Social media
• Website design
• Professional speaking
services
 We understand the
not-for-profit sector
www.synekamarketing.com.au
1300 965 989
Copyright 2012

3. The Team at Syneka Marketing
Alex Makin Natalia Perera
Managing Director Creative Director
Marketing Strategy Creative Design
Marketing Planning Website Visuals
Professional Speaking
Social Media
Keat Chiew Kevin Cahalane
Marketing Consultant Membership Strategist
Marketing Strategy Membership Plans
Marketing Planning Membership Strategies
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Plus website and graphic designers

4. About Alex Makin
 Background in
marketing and IT
 Board member of
several organisations
 Worked within the
not-for-profit sector
 Councillor for
Maroondah City
Council
 Mayor during 2010
www.synekamarketing.com.au
1300 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 Performance
www.synekamarketing.com.au
1300 965 989
Copyright 2012

6. What is Marketing?
 Various definitions exist but essentially:
• 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
1300 965 989
Copyright 2012

7. 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 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.au
1300 965 989
Copyright 2012

8. What Marketing Tools Do You Use?
 What marketing
currently exists in your
organisation?
• Brochures/leaflets
• Newsletters
• Media releases
• Meetings and
information sessions
• Telephone/Email
correspondence
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9. Begin With a Marketing Plan
 What is a marketing
plan?
• Supports the vision of
the organisation
• Identifies objectives to
achieve this vision
• Outlines actions that
will fulfil the objectives
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1300 965 989
Copyright 2012

10. Marketing in Context
 A Marketing Plan
Business Plan
should support other
plans
Other Plans Marketing Plan
 Marketing enables
you to achieve Communications eMarketing
marketing outcomes
 Actions from the
Marketing Plan work
towards outcomes
www.synekamarketing.com.au
1300 965 989
Copyright 2012

11. An Example
 Eastern Volunteers
• Volunteer Recruitment
• Interviews volunteers
• Connects with
organisations
• Transport Services
• Community assisted
transport
• Community Events
• Promote the
organisation
www.synekamarketing.com.au
1300 965 989
Copyright 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: online
donations, media
launch, promotion 1300 965 989
www.synekamarketing.com.au
Copyright 2012

13. Identify Strengths
 Strengths Eastern Volunteers
• Are what you do well Networking
• Established abilities Reach through
• Core aspects of the community
organisation organisations
• 'Competitive Individuals
advantage' Partnerships
• Can be value added History and credibility
benefits to partners
Strong governance
 Key marketing
messages
www.synekamarketing.com.au
1300 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 reach Small/medium
them? businesses
Local autonomy
 Connect the target
Value in local customers
market to your
strengths Businesses that have an
interest in reaching the
 This creates the value local community
proposition
www.synekamarketing.com.au
1300 965 989
Copyright 2012

15. Establish Key Messages
 Consistency is critical Eastern Volunteers
• Inconsistent messages Key message
create confusion Reach of networks
• Branding and message Ongoing service delivery
must be consistent Accessibility
• All communication tools Governance and
should share the same financial stability
key messages Align message with target
 What do you want to markets
achieve?
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Copyright 2012

16. What Are Your Objectives?
 Objectives: Eastern Volunteers
• What do you want to Donations to the
achieve? Building Fund
• Donations Partnerships with local
• Volunteers businesses
• Partnerships Actions
 What actions support Facilitate online
the objective? donations
Encourage community
support
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1300 965 989
Copyright 2012

17. Reach your Target Markets
 Use the right tools to Clients
reach the right target Newsletters
markets Drivers
• Newsletters Community
• Social media Local Media
• Brochures Social Media
• Information Sessions Businesses
 Ensure consistent Business Breakfasts
messages Partnerships
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1300 965 989
Copyright 2012

18. Demonstrating Value
 How do you Eastern Volunteers
demonstrate value? Demographics
• Quantify the benefits Approximately 400
organisations
• Establish parameters
for success 900 volunteers per
annum
 Consider how to
Event participation
extend the
partnership Website and media
4,000 views per month
• Encourage partners to
be actively involved Media partnerships
www.synekamarketing.com.au
1300 965 989
Copyright 2012

19. Critical Success Factors
 Consistent messages
and branding
 Connect with
stakeholders
 Use the right tools to
reach the right market
 Measure results
www.synekamarketing.com.au
1300 965 989
Copyright 2012

20. Measuring Success
 How do you measure  Eastern Volunteers
success? • The purchase of
• Enables you to adjust jigsaw pieces
actions • Total donations
• Or consider  Local media profile
alternatives
 Are the actions
working to achieve
your objectives?
www.synekamarketing.com.au
1300 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 target
market www.synekamarketing.com.au
1300 965 989
Copyright 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.au
www.synekamarketing.com.au
1300 965 989
Copyright 2012