Transcript TTMIB comms & market..

Homework
1. Read ‘Fish’
2. Complete the exercise in your booklets
3. Make a commitment to provide a better service
for your customers
Marketing and Communications
The communication / marketing team
•
Annette Bailey
•
Blair Smillie – your TTMIB buddy
•
Katie Henderson
•
Teena Dawkins
Aim of today
•
Discuss the RoadTek brand
•
Discuss who our stakeholders are and how we
communicate with them
•
Help you understand how you market RoadTek in
everything you do
•
Increase your understanding of good practice for
communication and marketing
What is a brand?
Brands
Write down 5 brands
Now pick one brand and write down what that brand means to you
Now write down everything you know about one of those brands
Now write down all the places that come into contact
with that one brand
What do you think of?
The RoadTek brand
Ad
What do our customers’ think?
What is marketing?
What is the benefit of
marketing?
So our stakeholders
understand and value us.
Who are our stakeholders?
Our stakeholders
Staff
Districts
Main Roads
Community
Suppliers
Our positioning statement
To be the civil works and
services provider of choice
Choice. This means customers
choosing us. Customers will choose
(or not choose) us for a number of
reasons.
Marketing / Communication
theory
Good planning is the key to success.
Marketing / Communication planning operates on
two levels:
• Strategic
• Tactical
Strategic
• High level external environment scan
• Identify clear corporate mission / vision
• Establish business units and resource levels
• Conduct SWOT analysis / market research /
competitor analysis
• Establish Business Unit goals/strategies
• Focus on the customer
Tactical
• Identify the segment
• Identify the marketing objective / strategy
• Identify the budget and resources
• Develop the marketing plan (the tactics)
• Market test the tactics
• Implementation
• Evaluate the tactics
RoadTek’s strategic direction
RoadTek PowerPoint
Body copy about the presentation and other things
worth mentioning about the presentation
•
•
RoadTek is here to enable
PointMain
of information
Roads to deliver
Interesting point
government outcomes
• Even more interesting point
• Last interesting point
Our vision is to be the civil
works and services provider
of choice
RoadTek PowerPoint
BodyWe
copyvalue
about the our
presentation
and other things
customers,
worth mentioning about the presentation
our people and our
• Point of information
reputation
• Interesting point
• Even more interesting point
• Last interesting point
Our strategic goals
• Customers are able to achieve their strategic outcomes
• Queensland’s civil works industry is a safer place to work
• The environmental performance of Queensland’s civil
works industry is improved
• Main Roads capability is maintained and improved
• People want to work in the civil works industry
• Government recognises RoadTek as the leading edge
commercial government business
Communication and Marketing
• Success depends on integration
• Changing market place
Let’s look at your definitions of
marketing and communication
The new theory “on the block”
Integrated Marketing
and Communication
IMC is a process for managing
customer relationships that drive brand
value. It is a cross functional process
for creating and nourishing profitable
relationships with customers and other
stakeholders by strategically controlling
or influencing all messages sent to
groups and encouraging data• Need to bethese
customer
focused – not company
driven, purposeful dialogue with them.
focused
Duncan (2002)
Integrated Marketing
and Communication
• Everything a company does sends a message
• Build ongoing profitable relationships
• Meet the challenges of today’s market place
Partner
Levels of Customer
Relationship
Advocate
Suspects
Client
Repeat
Customer
Prospects
1st Time
Customer
Inactive or exCustomer
Disqualified
Prospects
Everything we do sends
messages to stakeholders
about RoadTek. All messages
influence the perception of us
as the provider of choice
Organisational structure
CEO
Marketing
Finance
Human
Resources
Information
Technology
Operations
Solutions to Customer Problems
Value created on cost/benefit basis
Access or how to find the solution package
Goal: Create Satisfied, Repeat-Purchase Customers
Source: Adrian Payne
Customers
Information necessary to obtain solution
Integrated Marketing
and Communication
4Ps – Inside-Out Focus
4Cs – Outside-In Focus
Product
Customer
Place
Convenience
Promotion
Communication
Price
Cost
Our reputation is formed by
Planned messages
Unplanned messages
Service messages
Product messages
Planned Messages
Unplanned Messages
Shifting our focus
Service messages
“RoadTek’s management of OHS was outstanding
with zero injuries for the entire duration of the
project”
“RoadTek’s management of sub-contractors was
outstanding”
“We are more than keen to deal with RoadTek
again”
Product Messages
IMC is different from marketing
• It is about adopting a customer, not a corporate focus
• It’s about integrating the organisation, not just the
communication tactics
• It’s about solving customer needs, not just getting rid of
products we make
• It’s about processes, not more tactics
• It’s about financial returns, not just the marcom activities we
buy and send out
Marketing tactics send obvious
messages ie advertising
Real messages happen below
the surface: service, product
delivery, staff
Our Vision: stabilises and guides
all messages
Everything we do sends
messages
We all play a part in marketing
and positioning RoadTek
towards our vision
Fish Sticks
How would you market
RoadTek?
Communicating with our
stakeholders
What is organisational
communication?
Highway21
Highway21
What do you see your role as in terms of marketing and
communication in RoadTek?
What brand “touch points” are you involved with
How do you interact with stakeholders?
What makes communication
work in RoadTek?
•Target your communication
•Plan your message
•Communication must be holistic and
use multiple channels – no one offs
•Involve your stakeholders and
audience
•Identify the ‘What’s In It For Me?’
•Two-way communication
•Evaluate and modify
•Actions speak louder than words.
How can you help?
What can you do to help market RoadTek?
How can you improve your customer service?
Communications ambassadors
Everything we do sends
messages
We all play a part in marketing
and positioning RoadTek
towards our vision
Questions?