insider marketing - wayne turner

© Copyright 2013 CBB the not4profit people

CBB Community Consulting

© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people

NFP “social enterprise” that assists NPF organisations build capacity and capability to achieve their goals and service outcomes.

www.cbb.com.au Two primary divisions:

CBB Salary Packaging

CBB Community Consulting

Community Development Community development grants

Consulting services

http://www.cbb.com.au/


General Manager CBB Consulting

CBB – 4½ years

Owned and operated several management consulting businesses

Mentor of the Year awarded by EDI

Recipient of Sir Thomas Playford Award for Innovation

MBA

BA Acc

Executive roles in Health and Education sectors

Senior Manager in an international consulting firm

All spheres of Government, Public Companies, SMEs, and NGO/NFP organisations


What’s happening in the NFP sector - impressions

Can we continue /grow/shrink our service level?

Increased consumer choice

Focus on attracting and keeping business

Funding Uncertainty

How do we grow or sustain our business

Commonwealth budget position implications

Will our grant/contacted service funding shrink?


How does your organisation react?

Stress

Impact on culture

Impact on leadership

Driver for a resilient organisation


Importance of brand

Attracting and keeping

business

Internal Marketing

Branding: It is the image of your organisation as a “great place to be, to work, to associate with” in the minds of current employees and key stakeholders in the external market (clients, customers and other stakeholders and potential employees)


Image

Walking the Talk

Strategic Placement

Internalised marketing strategies to employees will increase the

effectiveness of an organisation’s branding strategies


It is essential to market the brand internally to the organisation’s employees, as well externally.


How does brand evolve?

Personal and professional values

Systems and Structures

Leadership style

Publicity

Competition

Skills and Services

Alignment of brand and values


The governing values

Determine the manner in which the organisation conducts

its business as it goes about achieving its vision

Enables separate individuals and groups to agree on

appropriate forms of interaction and decision making

Helps to provide a cohesive identity for the diverse

individuals and groups throughout the organisation

Engage employees in the marketing strategies and branding exercises


Level of formality / bureaucracy

Individual or team bias

Level of status or hierarchy

Level of emphasis on the customer

Attitudes to mistakes or problem solving

Level of emphasis on risk taking and experimentation

Level of interest on individual needs or feelings

Level of emphasis on continual learning


Overarching

Group / Team

Employee


Level 3: Values - Ideals

(Clear and concise , behaviourally defined?)

Level 2: Conformity – Group Norms

(Systems and structures, recruitment, performance management, forms and processes)

Level 1: Self-centred – Reward/Punishment

(Rewards, behaviours, feedback)








Overarching








Overarching

Group / Team








Overarching

Group / Team

Employee


Why

How

What


Recognises the three elements required to enable an organisation to operate at its highest ability

It provides a basis for understanding the way in which people interact with each other and with organisations and brands, particularly in the formation of cultures and communities


The single purpose, cause or belief that serves as the unifying, driving

and inspiring force for organisations [or individuals]

For an organisation, the Why inspires the products, services, marketing,

culture, hiring profile and partnerships the organisation makes or

performs

For an individual, the Why guides the ideal such as finding a job you love,

maintaining friends you trust and buying the brands to which you’re

most loyal

Linking the ideals of the individual to the aspirations of the organisation is bringing values, branding and culture together for both the organisation and individuals = insider marketing


The guiding principles or actions an organisation [or individual] takes to

bring to life the Why

Hows - are actions to be performed

Strategies


The results of actions taken to bring the Why to life

Everything tangible that an organisation says or does.

Everything outsiders can see, hear or experience, e.g. products, services,

partnerships, marketing, etc.

Tactics


Why

How

What


Insider marketing

External marketing

Brand

Values

Culture

Strategy and tactics


Identify where you are now Identify what needs to be addressed Get the framework in place Address relevant elements Question the base line to branding = culture Adopt an experiential approach


Create actions that align with outcomes desired through

the preferred culture/values/brand

Positively focus people on these experiences - leads to

different perceptions being formed

Reflect on the values involved

Actively involve people in further decisions which create

other outcomes desired for the culture/values/brand


Shared understanding of brand /values/culture result from

Actions and behaviours

Plan and implement actions that lead to outcomes desired for the brand/values /culture

New Expectations

Show events that are supportive of the brand/values /culture

Perceptions

People form perceptions about experiences resulting from these actions

Impact on the brand/values /culture

Communicate and reinforce desired changes associated with the perceptions formed

Decisions

Involve people in decisions that lead to further actions


Successful organisational branding cannot be

purely aspirational it must also be built on what the organisation is capable of

delivering.


Lean Management Clear expression of vision/engagement of employees

Authentic Leadership A clear vision from the organisation’s senior leaders as

to who they are and who they wish to be Adaptive Leadership

An articulation of the brand Employee Commitment

Feedback, from a broad cross-section of current employees


Increased employee retention

Increased level of staff engagement

Minimised loss of talent

Increased willingness of staff to commit their

“discretionary effort” to the organisation

Increased interest in wanting to join your organisation

Be employer of choice

insider marketing - wayne turner

Business

not4profit people whats

not4profit peoplelevel

not4profit peopleit

not4profit peoplehow

not4profit peoplewhyhowwhat

service level

experimentation level

values idealsclear