Purpose Agency (C) NDIS Strategic Marketing Project ... · Purpose Agency (C) Purposeagency.com.au...

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u Purpose Agency (C)

OCTOBER 2015

NDIS Strategic Marketing Project

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u Purpose Agency (C) NDIS Strategic Marketing Project

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WELCOME.

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STRATEGIC PURPOSEFUL MARKETING.

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TECHNOLOGY DEMOGRAPHIC CHANGE GLOBAL ECONOMIC SHIFTS

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OLD WORLD NEW WORLD

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BLOCK FUNDING COMMERCIAL OPERATIONS

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COMPETITORS COLLABORATORS

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STRATEGY PURPOSE ROLE

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In this period of change, business leaders require a hybrid set of leadership skills. They must be able to run the business of today while creating the business of tomorrow.

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KEY LEARNINGS: Strategy is about serving an unmet need, doing something unique or uniquely well for some set of stakeholders.

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WHY DO YOU EXIST? WHY DO YOU MATTER?

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ONCE YOU HAVE YOUR PURPOSE UNDERSTOOD, HOW CAN YOU USE IT?

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PURPOSE = STRATEGY CULTURE COMMUNICATIONS

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IT’S WHY YOU EXIST.

It is a deceptively simple — and fundamentally human — concept.

Purpose has the ability to deliver real impact to the entire organisational solar system: from internal stakeholders, to employees, to consumers and customers, and to the community.

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FIRED UP

Purpose becomes a rallying cry, from boardroom to mailroom. ‘This is why we are here, and this is my part in delivering it’

Every conversation and piece of communication becomes an opportunity to sound your battle cry.

Beyond financial reward, employees see themselves as part of something that really matters.

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WORK SMARTER

Purpose becomes an important connective thread that weaves through your organisation - aligning stakeholders, operations and ideals.

Purpose provides a robust framework for strategic planning and for decision-making (especially the hard ones!) Is this why we are here? Is this what we are here to do? Is this who we are here to serve?

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MEAN MORE

Give the world a reason to listen.

Now you stand for something. Not just a position in the market, but a point of view.

Make a genuine connection. This is a human story.

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…AND PROSPER

Purpose equals performance. Its impact can be profound, driving real change and significant ROI>

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NEW COMMUNICATIONS TOOLS CONTENT CONVERSATIONS

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START WITH WHY

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u Purpose Agency (C) Simon Sinek – ‘Start with Why’

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PEOPLE DON’T BUY WHAT YOU DO. THEY BUY WHY YOU DO IT.

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5 WHYS…

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WHAT DO WE THINK ABOUT MARKETING?

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WHAT DO WE THINK ABOUT THE MARKETING CLICHE?

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THE NEW NDIS OPERATING ENVIRONMENT

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-  COMPETITION -  CHALLENGES -  PRESSURE -  NEW RULES -  NEW CUSTOMER REALITIES


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AN OUTSIDER’S VIEW… WHAT DO WE NEED TO BE THINKING ABOUT?

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Your organisations have always been block funded and have never had to operate in a truly competitive environment. Your organisations haven’t had to ‘market’ previously. This might all feel a little foreign…

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The introduction of a consumer directed care market, where funding is placed in the hands of the consumer who purchases outcomes in a competitive market, is a fundamentally different system.

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-  In this new operating environment, your organisations are required to work more commercially, to meet the demands of the competitive market.

-  You need to understand: -  Customers -  Customer experience -  Customer value proposition

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-  And then, you need to translate these into a low-cost marketing strategy that can be executed in your local markets…

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-  Whilst at the same time maintaining your connectedness to your existing clients and your local communities.

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-  The larger players in the respite sector are often better resourced, with larger facilities and amenities.

-  At first glance, these organisations may appear to be the best care option due to their perceived size, strength and business model.


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-  However, individualised care is often better provided by the small to medium organsations which can be truly responsive and flexible in their person-centred care.

-  This is a significant competitive advantage.


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-  Commonly, small to medium not-for-profit organisations don’t market at all.

-  Or they expend funds on marketing materials which do not adequately communicate their purpose, competitive strengths, and customer value proposition well.

-  It’s a costly exercise, often with little value, and little return.


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-  Furthermore, the claims made in the marketing material often seem inauthentic, are not truly representative of the organisation they serve to promote – and hold little resonance with staff, who are meant to deliver on the claims made.


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SO…WHAT IF?

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What if… Your people and your clients understood and shared your passion, your beliefs, what’s important to you? Everyone that came into contact with your organisation understood the impact your work has?

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What if… Your people and your clients understood what is unique and special about your organisation?


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What if… Your clients, existing and future, were able to make better choices based on the information they received? Choices which had a real impact on health outcomes. Choices which improved people’s lives.

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MIGHT THESE BE OUR NEW OBJECTIVES FOR MARKETING SUCCESS?

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u Purpose Agency (C) NDIS Strategic Marketing workshop

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OLD MARKETING PARADIGM: CREATE A MYTH, THEN SELL IT.

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NEW PURPOSEFUL APPROACH: FIND THE TRUTH, AND SHARE IT!

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MARKETING STORYTELLING

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-  Lets define your purpose and passion – why you exist, what role you play, and whom you serve – and build a strong narrative around this to deepen connections with families, individuals, carers and the broader community.

-  Lets help potential clients to make a truly informed decision about what they can expect if they engage your services.


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NEW COMMUNICATIONS TOOLS CONTENT CONVERSATIONS

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PEOPLE DON’T BUY WHAT YOU DO. THEY BUY WHY YOU DO IT.

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YOUR CAUSE, YOUR FIGHT, WHAT YOU BELIEVE IN. YOUR PURPOSE.

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YOUR RALLYING CRY. YOUR GENUINE CONNECTION. A CONNECTIVE THREAD.

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“The most important brands in the world make us feel something. They do that because they have something they want to change. And, as customers, we want to be part of that change. These businesses have a reason to exist over and above making a profit: they have a purpose” Do Purpose: Why brands with a purpose do better and matter more (David Hieatt, 2014)


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A COMBINATION OF STRATEGIES AND STORYTELLING Some examples over morning tea

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MANIFESTO PLUS CASE STUDY

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Spend 30 minutes working on manifesto and case studies. 2 further volunteers to share. Share comments/feedback What resonated most in the narrative and story?


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u Purpose Agency (C) Degage Ministries ‘ Homeless Veteran’

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u Purpose Agency (C) Guiness #madeofmore

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Land Rover ‘love’

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u Purpose Agency (C) Obama ‘Yes we can’ speech

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5 P’S PRODUCT PLACE PROMOTION PRICE PROFIT

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PURPOSE, PASSION & COMPETITIVE DIFFERENCE

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YOUR RALLYING CRY. YOUR GENUINE CONNECTION. A CONNECTIVE THREAD.

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FIRST THE PURPOSEFUL STORY. THEN THE STRATEGY TO DELIVER IT.

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You now have an important message for the world to hear. It’s essential that some thought is given as to how this will be communicated this to others. Instead of “marketing” your services, think of it as “championing the cause.”


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Your people are your most valuable communications asset. They all have a key role in championing the cause. Make sure that they are invested in delivering these activities and that their strengths and skills are taken into account when you design the methods of communicating.


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This template helps you capture how best to communicate how you’ll help your service users and the role you’ll play in the community. Use the template below to structure this thinking and develop a plan to take your message into the world!


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Considerations -  People/resources -  Budget – hard costs and soft costs -  Measurement -  Action plan/responsibilities/cost/date


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Cost effective modes/channels -  Website -  social media -  Manifesto – in print -  Generic press advertisements -  Banner displays


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LETS GET STARTED.

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u Purpose Agency (C) NDIS Strategic Marketing Workshop

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REFLECTIONS. LEARNINGS.

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u Purpose Agency (C) NDIS Strategic Marketing Workshop

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THANKYOU.

Purpose Agency (C) NDIS Strategic Marketing Project ... · Purpose Agency (C) Purposeagency.com.au...

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Transcript of Purpose Agency (C) NDIS Strategic Marketing Project ... · Purpose Agency (C) Purposeagency.com.au...