BUILDING BRAND STRENGTH: THE LINCHPIN OF STRATEGIC MARKETING PLANNING
Monday, 24 March 2014 from 1:00 PM to 5:00 PM (AEDT)
Guest Speaker: Professor Walter Wymer, The University of Lethbridge & Thinker in Residence: Centre for Sustainable and Responsible Organisations, Deakin University
Panel Discussion Members
- Anna Draffin, Deputy CEO, Philanthropy Australia
- Anne Robertson, Executive Officer Public Galleries Association of Victoria
- Emma O’Halloran, Marketing and Communications Manager, The Big Issue
An oversight some nonprofit marketing professionals make occurs when they plan to achieve short-term outcomes that are substantially dependent on long-term marketing tactics. Brand strength is an important mediator that influences the effectiveness of marketing tactics on achieving desired marketing outcomes. Marketing tactics are more effective for organizations with high brand strength than for organizations with low brand strength. Increasing brand strength is accomplished over the long-term. Organizations with low brand strength will find that their marketing tactics produce comparatively lower results. As brand strength increases over the long-term, organizations will find that their short-term marketing tactics become more effective.
Workshop attendees will learn what brand strength is, its importance, how it is measured, and how it is increased. An emphasis is placed on strategic marketing thinking in contrast to short-term tactical thinking. An emphasis on the long-term enables the marketing professional to develop annual marketing and communication plans to achieve annual (short-term) goals, but that also build upon the long-term objective of building brand strength.
Target audience: This workshop is designed for leaders, board members, marketing professionals, and communication professionals in all types of nonprofit organizations. This workshop is especially relevant for nonprofit organizations which need to attract and retain supporters (for example, donors, volunteers, or members).