Volunteering Western Victoria worked with Syneka Marketing to develop a new marketing strategy. Through research, they identified challenges like an aging population and funding uncertainty. Their strategic plan focused on being an effective peak organization and growing resources. As part of this, Syneka Marketing helped rebrand the organization as Volunteering Western Victoria and diversify funding through various marketing initiatives like awards, brochures, and membership options. The new branding and marketing approaches aimed to better engage the community and support volunteers.

1. Putting Research into Practice
Strategy: Marketing -
Implementation

2. Introduction
• The Context
• A Marketing Approach
• Outcomes
• Conclusion
Copyright Syneka Marketing
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3. Volunteering Western Victoria
• Located in North-West
Victoria
– Volunteer Resources
– Social Support
– Community Visiting
– Community Transport
– Licencing the Wimmera
– Mentoring Community
Governance*
(working title)
• Formerly Wimmera
Volunteers
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4. The Challenges
• Wimmera Volunteers (previous name)
• Needed to re-engage
• Funding uncertainty
• Changing nature of volunteering and support
• A stagnant image
• Respond to the broader region
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5. Demographic Changes
• Aging Population
• Increasing diversity
• Tertiary students
moving away
• Ramifications for
demand
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6. Environmental Considerations
• Funding Uncertainty
• Regional Coverage
• Ongoing Volunteer
Recruitment
• Responding to
Changing Needs
• The Volunteer Brand
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7. The National Volunteering Strategy
• Respond to trends in volunteering
• Harness technology
• Better regulation and risk management
• Strengthen management and training
• Strengthen relationships and advocacy
• Recognise and value volunteering
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8. Research
• Connections
– The outcomes from
volunteering
– The reasons for
volunteering
• Compliance
– The barriers to
volunteering
– Demographic changes
• Community
– The community benefits
– How to encourage
volunteering
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9. Strategic Plan
• Responding to the Research
1. Be an effective peak organisation
2. Grow access to resources
3. Build capacity In the volunteer and
community sector
4. Organisation development
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10. Syneka Marketing
Syneka Marketing
– Strategic
– Creative
– Digital
•Implementation
•Full service marketing
agency
•Focus on strategy
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11. What is Marketing
The textbook definition:
•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.
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12. 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 board members
• Reach stakeholders
• Develop partnerships and income
sources
• Increase public support
• You will have multiple target
markets
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13. Marketing is Collaborative
• Marketing works when
it is collaborative
– Decide format of
consultation
– Develop a marketing
plan that meets the
needs of the
organisation
• Ongoing feedback and
review
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14. The role of a Marketing Plan
• The business plan explores
WHAT
• The marketing plan explores
HOW
• Supports the vision
• Identifies objectives to achieve
this vision
• Outlines strategies and action
that will fulfil these objectives
• Considers the marketing tools
that are available
• Considers the current
context and the future
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15. Supporting the Strategic Plan
1. Be an effective peak
organisation
2. Grow access to
resources
3. Build capacity In the
volunteer and
community sector
4. Organisation
development
• Two additional
marketing outcomes
– Diversify and Sustain
Funding Support
– Rebrand Wimmera
Volunteers
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16. Diversify and Maintain Income
Support
• Government Funding
• Business Partnerships
• Fee for Service
• Membership
• Augmented Services
• Fundraising
• Philanthropy
• Reduce dependence
on government
funding
• Identify new sources
of income and support
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17. Rebranding of Wimmera
Volunteers
• Identify a new name
• New logo and slogan
• Notify stakeholders
• Redevelop marketing
materials
• Revitalise the brand
• Reposition the
organisation as a peak
body
• Undertaken in six
weeks
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18. The New Name
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19. Volunteering
Western Victoria
Empowering Communities,
Supporting Volunteers
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20. The New Brand
Old Brand New Brand
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21. The New Website
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22. New Brochures / Factsheets
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23. Membership Options
• Organisations
– Voting rights
– Regular mail outs
– Training & workshops
– 3 Free Seminars
– Key Supporter
– Volunteer Referral Service
– Volunteer support and
recognition
– Use of Volunteer Standards
– Membership of the Volunteer
Management Network
• Supporters
– Regular mail outs
– Strengthen VWV
– Become a key
supporter
• Volunteer
– Voting Rights
– Coffee Voucher
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24. Volunteer Recognition Awards
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25. The Inaugural Awards
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26. Our Process
1. Research (Why &
outcomes)
2. Strategic Plan (Linked to
Research)
3. Marketing (Linked to
Strategic Plan)
4. Rebrand (Linked to
Marketing)
5. Enabling the
development of new
programs...
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27. Conclusion
• Research uncovers opportunities
• Plan so you can address these
opportunities
• Marketing lets you identify key messages
• Use the right tools to reach the right
people
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28. Contact Details
• Syneka Marketing
– Web: www.synekamarketing.com.au
– Phone: 1300 965 989
• Alex Makin
– Mobile: 0409 136 213
– Email: alex@synekamarketing.com.au
• Julie Pettett
– Email: julie@vwv.org.au
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