australian business and management network - marketing ...abmnetwork.com.au/resources/marketing plan...

Marketing Plan 2014

ABMN Marketing Plan 2014

Table of Contents

SUMMARY.......................................................................................................................................... 3

BUSINESS OVERVIEW..................................................................................................................... 3

PRODUCTS & SERVICES................................................................................................................. 4

Membership...................................................................................................................................4

Training Products............................................................................................................................4

Consultancy Services.......................................................................................................................4

HR Management.............................................................................................................................4

Marketing.......................................................................................................................................5

Quality Auditing..............................................................................................................................5

Small Business Advisory Service......................................................................................................5

PRICING STRUCTURE..................................................................................................................... 6

CUSTOMER PROFILE...................................................................................................................... 7

Key customers.................................................................................................................................7

Current Positioning.........................................................................................................................7

Customer management...................................................................................................................7

3-element sales growth plan...........................................................................................................7

OUR COMPETITORS........................................................................................................................ 8

MARKET RESEARCH....................................................................................................................... 9

ENVIRONMENTAL/INDUSTRY ANALYSIS................................................................................9

The Market...................................................................................................................................10

Unique selling position..................................................................................................................10

Anticipated demand......................................................................................................................10

MARKETING STRATEGY.............................................................................................................. 11

Marketing objectives.....................................................................................................................11

ABMN MARKETING BUDGET 2014.......................................................................................... 12

MEDIA STRATEGY 2014.............................................................................................................. 13

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SummaryThe Australian Business and Management Network (ABMN), continues to experience good growth across the product range, increasing market penetration at the expense of our competitors. Our concentration is on large corporations that are dissatisfied with the product and pricing structures of our competitors; who have become complacent after 20 to 70 years in the marketplace.

As we continue to attract clients at a faster rate than we can upgrade our systems and train new staff to meet the expected ABMN client service standards, service levels have shown inconsistencies. Consequently, our strategies for 2014 are to consolidate our business gains and prevent client churn. By making the required improvements to the system and having good service perfomance we can retain the clients and prepare the base for future growth on a more solid footing.

Business overviewABMN is a professional membership association established in 2004, providing a range of products and Since it was established in 2004, the Australian Business and Management Network (ABMN) has grown from a modest business network of 22 business professionals to become one of the largest networking communities in Australia, with more than 2,500 members. ABMN has consistently embraced change in a constantly evolving business environment, but has kept the same goals: to provide members with opportunities to expand their network and to share information and knowledge.

While face-to-face networking remains at the heart of ABMN’s business philosophy and practice, ABMN has embraced technology and online mediums enabling members to engage with the ABMN community.

As well as offering its members opportunities for professional development through networking activities, events and seminars, ABMN has recognised the need for the ongoing skill development of its members. Over time ABMN has introduced a range of training products designed to ensure its members and non-members stay current and informed on new and emerging practices in their profession.

ABMN also provides reliable and expert support and advice in Human Resources (HR), Marketing, Quality Auditing (QA) and Small Business, to assist members and clientele in achieving their professional and business goals. ABMN employs experts from a range of professions and industries, handpicked to ensure that members and clientele are given the very best advice and support.

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Products & ServicesFor over 10 years, ABMN has developed a suite of products designed to meet the needs of its members. The reason for our long term success is simple - we meet our members’ needs cost effectively. Below are some of the products and services that ABMN provide.

MembershipABMN offers two levels of membership: Individual and Corporate. Aside from having access to one of the largest networking communities in Australia, membership offers a range of other benefits, such as free and discounted training, support and advice, as well as access to ABMN’s exclusive monthly eNewsletter and eBulletin, providing insight into new and emerging professional and business practices.

Training ProductsABMN offers both face- to-face and online training products, designed to meet the needs of busy professionals. One-day, face- to-face training services are provided at the Melbourne and Sydney offices and some other locations. The focus of training is on providing essential and specialised skills to professionals, as well as introductory knowledge on various operational aspects of a business. Webinars run for approximately two hours, and are designed to ensure participants stay current and informed on trends and emerging practices in their profession.

Training products are closely aligned with the needs of employers and industry, and ABMN conducts regular surveys with employers to ensure they receive the right skills to meet the training and development needs of their organisation.

Consultancy ServicesABMN recognises that industry and employer needs are constantly changing. Given this evolving business environment, ABMN acknowledges that its member and customers may require ad-hoc support and advice. ABMN’s consultancy services are designed to provide members with ongoing advice and support as needed, specifically in the areas of:

HR Management

Marketing

Quality Auditing

Small Business.

HR ManagementABMN provides advice, support and consulting on a range of HR and Management functions, including:

Recruitment and Induction

Workforce planning

Remuneration and staff retention

Separation and termination

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360 profiling.

MarketingOur Marketing Team uses their extensive knowledge and experience to assist members to expand their customer base, focus on their target markets and ultimately to achieve a greater return through tried and tested marketing activities. ABMN can assist marketing professionals to:

Undertake segmentation to identify their target market

Conduct focused market research

Develop marketing plans

Undertake marketing audits.

Quality AuditingThe QA team provides exceptional auditing assistance and advice to support the needs of its members working within a QA framework. TABMN certified quality auditors can assist with:

Internal Audit planning

Assurance mapping

Developing QA performance measures

Implementing a Total Quality Management (TQM) system

ISO 9001 compliance.

Small Business Advisory ServiceMicro and small business represents the majority of businesses in Australia, so ABMN provides a range of specialist knowledge and advice for those working as sole traders and small business owners, including:

Business planning

Marketing and sales

Bookkeeping and financial management

Recruiting and managing staff

Website and promotions

Legal services.

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Pricing Structure

Service Non-Members Individual Corporate (11+)Membership $300 per year $3000 per yearTraining Products:

Courses

Library

Resources

Webinars

Blogs

$500 Per Day

$80 per webinar

2 free courses per year

Unlimited access to Library and Resources

10% training discount

Free webinars

20 free courses per year

Unlimited access to Library and Resources

10% training discount

Free webinars

Consulting Services:

HR Management

Marketing

Quality Auditing

Small Business

$250 per hour 1 free consultation (up to 2 hours) then $200 per hour

5 free consultations (up to 8 hours) then $200 per hour

Events and Conferences:

Breakfasts

Conferences

Seminars

Awards night

Dependent on the event

Free award night

Event discounts

5 conference delegates free award night and annual conference

Event discounts

News:

Monthly Newsletter

Weekly e-Bulletin

On request

Weekly e-Bulletin

Electronic + 1 printed copy (upon request)

Weekly e-Bulletin

Electronic + 5 printed copies (upon request)

Weekly e-Bulletin (extra upon request)

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Customer ProfileThe current customer base consists mainly of individual members, typically made up of professionals and managers working in various industries, as well as corporate members concentrated in larger corporations with head offices located in the major cities.

Key customersTypically, ABMN customers tap into a spread of business, training and consulting services, and are individuals based in major towns and cities around Australia. To ensure future growth ABMN will continue to promote services to large corporations and individuals that need on-going consulting services and want a pricing structure that is better than our competitors.

Current PositioningABMN currently positions its training products for two distinct markets:

ProfessionalsProfessionals (including salaried workers working in small, medium and large corporations, as well as contractors and consultants) working in HR, Marketing or QA Management who upgrade their skills regularly to stay informed and current about new and emerging principles and practices in their profession.

Small business ownersSmall business owners and managers that want to understand the fundamentals of HR, Marketing and QA Management so they can manage these functions in their small business.

Customer managementGood relationships are maintained with clients through the activities of the business development team who provide sales and marketing initiatives and Account Managers for larger clients. This is also supported by strong customer focus from the the Customer Service and Operations staff.

The results of customer surveys are evaluated closely to ensure that any issues are promptly dealt with. When a large client is involved, or when a significant issue occurs, the matter is brought to the attention of the senior management team at the earliest opportunity.

In addition, clients receive regular contact visits or calls, and are encouraged to participate in client surveys, regular state-based ABMN network events, conferences and seminars. Clients also receive weekly newsletters tailored to each market segment and an online help desk for immediate assistance with technical problems.

3-element sales growth plan Where there is an untapped opportunity or a demand serviced by our competitors, ABMN will continue to build growth in the large corporate sector. There is a current client demand for professional services consulting, training and events/conferences, due to competitive pricing, aggressive marketing and the utilisation of online delivery. However, at times, there has been a level of dissatisfaction with service delivery. In some instances this has caused lost business. ABMN must remedy this situation and continue to successfully grow. As many existing systems were originally suited to the stsart-up business, they are inadequate for our new business and path ahead. A

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systems upgrade and better coordination between the departments will address these issues and enable ABMN to retain clients, build reputation and take the pressure off staff.

ABMN will continue to develop efficiencies in their products so they are not just meeting, but exceding customer expectations. This means some of the earlier consulting products require a further upograde to ensure the templates reflect current and expected business patterns, new technologies and increased download capabilities into account.

Our competitorsAlthough a number of competitors have been operating for over 70 years, ABMN is a relatively new player in the market, and therefore, has focused on establishing a presence and a high recognition profile.

The main competitor in the business services membership space is the Australian Institute of Management (AIM). AIM is recognised within the Australian business community as the leader in the business services market. There are also several other smaller competitors, offering specialised services and advice, and some competitors operating from outside Australia, slowly making inroads into the Australian market.

Competitor Market share (%)

Value to customers

Australian Institute of Management (AIM) (www.aim.com.au)

58% Cheap rates for all AIM courses, qualifications, events, consulting and research services

The Institute of Internal Auditors (www.iia.org.au)

63% Specialist training, advice and support in QA and ISO 9001 compliance

Professionals Australia

(www.professionalsaustralia.org.au)

18% Discouted provision of financial planning, marketing updates, member advantage programs

Australian Human Resources Institute (www.ahri.com.au)

82% Specialised human resources training, conferences and networking

Australian Marketing Institute

(www.ami.org.au)

79% Speacialised markerting training and events

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Market research ABMN utilises DDB marketing to provide market analysis. The latest Australia Bureau of Statistics (ABS), company data shown below, tells us the total number of businesses in Australia is currently at just over 2.1 million, with the largest proportion (16%) being Construction industry companies, followed by Professional scientific and technical services (12%), and Rental hiring and real estate (11%).

Business by state 2011

NSW 697,304

VIC 517,794

Qld 421,060

SA 146,823

TAS 39.075

NT 13,951

ACT 24,988

Not listed 1,053TOTAL 2,073,793

Businesses employing less than 20 staff (35%), represent the largest component of organisations by employee numbers, whereas, large corporations of over 200 staff represent less than 1% of total organisations.

At June 2011, there were 736,370 (34.5%) businesses with turnover from $50k to less than $200k. This was followed by 653,164 (30.6%) businesses with turnover from $200k to less than $2m, 617,755 (29.0%) businesses with turnover between zero and $50k, and 125,123 (5.9%) of businesses with turnover above $2m per annum.

In 2013 the Construction industry had the highest number of businesses operating in Australia (328,486). This was followed by the Professional, scientific and technical services (241,814) and Rental, hiring and real estate services (219,878), industries. The Electricity, gas, water and waste services industry had the lowest number of businesses operating with (5,606). This was followed by Public administration and safety (7,274), and Mining (8,094), industries.

Environmental/industry analysisThere has not been any requirement for a focus on environmental requirements at ABMN. However,anecodatally, the market discussion indicates that overseas trends may gain traction among local business. In some part this is led by overseas corporations that also have an Australian facility, that is required to operate at the same level as the parent organisation. In addition, the Labour Government implemented a cap and trade emissions program setting the standard for other governments, including those of our largest trading partners, China, India and New Zealand.

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ABMN will conduct market data research and establish the current and potential future requirements and what could be a reasonably expected outcome for ABMN and their perception by others in the marketplace.

The MarketTotal market:

In Australia there are a total of 2,132,412 companies, including government entities.

Current membership: 2,680 members (22% served market share)

Target market:

The focus is almost exclusively centred on private and public companies, and includes small numbers of partnerships and sole proprietors.

Market position:

Products are across a broad customer base, with established strengths in the training and marketing areas.

Overall, ABMN achieves about 22% served market share, but this is not evenly divided across the product offerings. Estimated market share by product is:

Training 16%

Marketing 25%

HR Consulting 2%

Events 15%

Unique selling positionABMN is the only business service organisation that offers specialised advice and support to industry professionals in the areas of HR, Marketing, Quality Auditing and Small Business. We are also the only business service that offers its services in an online environment, in addition to face-to-face and phone support. This includes consultation and training, as well as resourcing. This has the following benefits for clients:

Ready access to services

Convenience for the client

Access to services 24/7

ABMN is a competitive player in the business services industry, filling around 22% of the served market space

Anticipated demandGrowth potential in Australia is limited by the strong market competition already in place. ABMN has not been able to accurately estimate the market share of competitors, but believe that AIM represents the largest portion of market share at around 60%.

ABMN belives it can continue to hunt for large corporations and steal business away from the competition by more aggressive marketing, the appeal of new technologies, and better pricing.

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Marketing strategyABMN markets individual and corporate memberships for a range of services, reflecting the individual needs of the clients. With steady growth since 2004, along with the capacity to respond to changes in business operations and to how we work, ABMN has taken a large market share and plans to dominate the business support market by 2020.

In 2014 ABMN will continue to expand organically in the domestic market, focusing on large corporations that have the demand, and the abilty, to fund professional services.

Marketing objectivesThe following marketing objectives have been developed for the next 12 months, based on the ABMN Strategic Plan and SWOT analysis:

Increase active membership by 10%

Build on relationships with active members to reduce customer compliants, completing ten in-depth customer surveys per month with the top 500 ABMN members.

Reduce customer service compliants by completing two focus group sessions per month to address current issues

Identify new membership types based on market research within nine months.

Identify and add one new or improved product or service within six months.

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ABMN Marketing Budget 2014

ABMN Marketing Budget 2014QTR1 QTR2 QTR3 QTR4 Total

Media expensesAdvertising (Print) 1,500 1,500 1,500 1,500 6,000 Digital Agency Fees 500 500 500 500 2,000 SEO (Search engine optimisation) 150 150 150 150 600 Graphic design 2,000 2,000 2,000 2,000 8,000 Website design & development 1,500 1,500 1,500 1,500 6,000 Printing 1,500 1,500 1,500 1,500 6,000

Total Media Expenses $ 7,150 $ 7,150 $ 7,150 $ 7,150 $ 28,600

Other expensesMarketing Lists/Data 500 500 500 500 2,000 Market research 1,000 1,000 1,000 1,000 4,000 Events - 13,000 - 13,000 26,000

Total Other Expenses $ 1,500 $ 14,500 $ 1,500 $ 14,500 $ 32,000

Administrative expensesTravel 5,000 5,000 5,000 5,000 20,000 Postage 500 500 500 500 2,000 Subscriptions/Dues 250 250 250 250 1,000 Incidentals 300 300 300 300 1,200

Total Adminsitrative Expenses $ 6,050 $ 6,050 $ 6,050 $ 6,050 $ 24,200

Total Budgeted $ 14,700 $ 27,700 $ 14,700 $ 27,700 $ 84,800

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Media Strategy 2014

Media Strategy Activities Cost ($) Target Date

Monitoring method

Success indicators

Online advertising

Increase brand awareness to non-members and generate traffic to website.

Place banner ads on key sites [The Age online] that promote events, discounts and freebies aimed at identified target markets.

Click throughs

Click through rate

Website traffic

Registrations / responses to promotions and offers

Website Generate traffic to website through Google search results and promotional activities.

Increase ranking on Google search results to at least third result on page 1.

Click throughs

Click through rate

Website traffic

Enquiries

Blog: Updated weekly

Promote and reinforce the expert knowledge base of ABMN employees and consultants.

Present relevant topics for discussion that focus on new and emerging trends, practices and technologies for specific industries/professions.

Comments / Likes / Links

Response to blog

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Media Strategy Activities Cost ($) Target Date

Monitoring method

Success indicators

Email:

E-Newsletter

Promotional

E-Newsletter: Provide information of value and build a long-term relationship with members; reinforce the expert knowledge base at ABMN.

Promotional: Provide offers (such as freebies and discounts) of interest to recipients.

Produce a monthly e-newsletter that provides information and advice on new and emerging trends, practices and technologies for specific industries/professions.

Send promotional emails to consenting contacts when required to promote offers, discounts, freebies, etc.

Member retention

Events:

Networking

Annual Conference

Capture data to assist in identifying target markets and interested consumers.

Increase brand awareness to non-members

Identify and attend networking events and conventions with suitable target markets.

Attendance

Enquiries

New/Renewed Memberships

Number of sign-ups, follow-ups and contact details taken

Mailout Increase brand awareness to non-members.

Bi-annual [?] mailout to identified target markets

Enquiries Related to publications and catalogues

Print advertising:

Trade Magazines

The Age

Match competitors in annual trade magazine and journal publications

Monthly print advertisements in the The Age

Monthly print advertisement in BRW

Enquiries Annual subscription magazine/journal

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