Transcript FINAL TTMIB comms - Human Ingredient

Marketing and Communication
Agenda
Session 1
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Look at who we are and what we do and how we do it
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RoadTek brand and marketing RoadTek in everything you do
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Discuss who our stakeholders are and how we communicate
with them
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Increase your understanding of good practice for
communication and marketing
Session 2
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Develop the marketing and comms for your TTMIB project
Who we are….
The RoadTek comms team
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Elizabeth Gehde
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Linda MacDonald
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Cassie Lahey
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Sacha La Roche
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Katie Henderson
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Wendy Hansen (part-time)
What we do…
What do you think is the role of the
comms unit?
Marketing and communication – what’s the difference?
What have you seen from the marketing and comms area?
What we do…
Our role in the business is to:
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manage, promote and maintain the RoadTek brand
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clearly communicate internally with staff
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provide advice on marketing and communication
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deliver marketing and communication tactics (design, writing
articles)
Comms team - How do we do it?
Our role in the business is to:
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Brand Management – in both our marketing and
communication activities, branding is also an important
consideration.
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Marketing - marketing materials can include posters, fact
sheets, brochures and promotional items
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Communication - channels vary from Highway21 and
breaking news to fact sheets and roadshows
BRAND
What is a brand?
Popular brands
BRAND
Think of a popular brand
1) Write down what that brand means to you
2) Now write down everything you know about one of those
brands
3) Now write down all the places that come into contact
with that one brand
The RoadTek brand
MARKETING
What is a marketing?
What are the benefits of marketing?
What is communication?
Marketing is made up of the 4 principles of the
marketing mix (4Ps):
•Product – what is it, design, label
•Price – how much is it, how does this compare to competition
•Place – how do you get it to the customer
•Promotion – how does the customer hear about it
It is also concerned with anticipating the customers' future
needs and wants, which are often discovered through market
research.
Marketing is about creating a need and providing the solution!
ACTIVITY
How would you market
RoadTek?
COMMUNICATION
What is a communication?
What are the benefits of communication?
What is communication?
Communication is the process of transferring information
from a sender to a receiver with the use of a medium or
channel in which the communicated information is
understood by both sender and receiver.
Communication aims to achieve 4 things:
•Inform
•Educate
•Persuade
•Create action
What is communication?
What makes up an interaction?
Message
Sender
Receiver
Message shapers
What is communication?
What makes up an interaction?
Receiver’s ability to input/feedback
Receiver’s own interests and
values
Frequency
Channel
Context
Relationship between sender and
receiver
Message
Tone and body language
Message shapers
Receiver
Sender
What is communication?
How you look, what you say and how you say it
makes an impression…
Words
7%
Tone of voice
38%
Body language
55%
Five steps to planning communication
• Why am I communicating?
• Who am I communicating to?
• What message do I want to send / information do I want to
impart
• How should I communicate?
Words
• When is the best time to communicate?
7%
Tone of voice
38%
Body language
55%
Who am I communicating to?
How will I make my content relevant to my
audience?
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What information will be important to them?
How much do they know already?
Why do/should they care about what I have to say?
What feedback mechanism will I give the audience?
What commitment can I give to act on feedback?
Make sure you answer the WIFFIM….
Whats in it for me?
Key messages
Why use them?
• Key messages are broad themes woven into verbal and written communication
• They are supported by facts, examples, anecdotes, explanation and/or policies
• Key messages provide consistency and, through repetition, ensure
you are understood.
How do you use them?
• Key messages should be used as the ‘building blocks’ for communication.
While new information and supporting facts can be added to address emerging
issues, the repetitive delivery and consistency of agreed key messages
is essential to ensure understanding.
How do you develop them?
• If there are only three things you want your audience to remember about
your project/issue etc, what are they?
Organisational communication
What is a organisational communication?
Organisational Communication
1) Employees receive relevant information and messages:
- which are timely
- which help them do their jobs efficiently
- which helps them understand how their job contributes to the
purpose and direction of RoadTek and Main Roads
- which maintain a sense of belonging and trust through positive
recognition
- which help them anticipate and understand the impact of change at an
individual and work level
- from people they regard as being in positions of leadership and
influence
- through communication channels to which they have easy/ timely
access.
2) Employees can access more information if they choose to do so via easily
accessible channels.
3) Employees have access to feedback and feel confident to ask questions.
4) Comms guides the way employees communicate with each other across
the business
Highway21
Highway21
Integrated marketing communication
Our reputation is formed by
• Planned messages
• Unplanned messages
• Service messages
• Product messages
Planned messages
Unplanned messages
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
RoadTek’s strategic direction
Who are your target audience?
Who are your stakeholders?
Our audiences and stakeholders
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Staff – Works & Resource Managers, PHS, supervisors
Districts
Main Roads
Community
Suppliers
Our customers and stakeholders
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.
How it all fits – strategy and IMC
Marketing tactics send obvious
messages ie advertising
Real messages happen below
the surface: service, product
delivery, staff
Our Vision: stabilises and guides
all messages
Your TTMIB projects
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Complete the checklist for your TTMIB project
Develop the key messages for your project
Develop target audiences and stakeholders for your project?
Review and select the most appropriate the
communication channels available