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

Independent review 05/06It 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

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, transportBut 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.

Five objectives

1. Corporate co-ordination – clear systems and processes.

2. Information, buildings and services have clear corporate identity.

3. Resources clearly represent good value for money 4. Staff appropriately skilled, trained and resourced5. Regular campaigns support key council priorities

This means

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

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

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.”

 

What’s already in place

Marketing forum – meets quarterlyStandard information – templates, suppliersClear corporate policies – design, accessibility,

web use Marketing ‘bitesize’ or bespoke coursesImproved rates – radio advertising, bus backs

What we can offer you

WebsiteDesign and style guideTrainingProfessional SupportCampaign expertiseCorporate events/tools – magazine, RNS

Future plans

Logo audit - involving all staffImproved customer intelligenceSponsorship/Advertising policiesProgramme of corporate campaigns

Who is responsible

• 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 forumKey staff participation in trainingMarketing plans produced and monitoredBranding ‘champions’

Dissemination to all staff

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Over to you……

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