Transcript TDSA-NDIS-Marketing-Your-Competitive-Edge

NDIS: Marketing Your Competitive Edge
A significant planned outcome for the introduction of the National Disability Insurance
Scheme (NDIS) is to develop a national competitive market for the provision of
disability supports. This increasingly competitive environment requires all for-profit
and not-for-profit service providers to more effectively market their brand, services and
value-added benefits to a large number of NDIS participants who are empowered to
exercise choice and control in purchasing support services.
Providers would need to deal with competitive risks in the way most businesses do.”
Traditionally, service providers have primarily focused on marketing the elements of
their transactional services where the features and benefits of the services themselves
are given centre-stage. In many cases this has led to marketing services in silos of
programs of services.
In the NDIS environment, a more competitive edge can be gained by focusing on a
mission-based relationship marketing approach where the commitment and focus is to
building and strengthening a relationship of supporting the needs and wants of the
participant.
Linda Hayes
Business Strategist, GAICD
Bringing People Together
To develop responses to the community’s
needs for transport, access and mobility
With 20 years experience in
marketing and business strategy,
Linda has worked across a vast
range of industry sectors to deliver
business growth through better
business planning and stronger
organisational governance. 1
NDIS: Marketing Your Competitive Edge
WORKSHOP OBJECTIVES
 Understanding the market for NDIS-funded participant supports
 Importance of market research , strategy formulation and planning
 Segmenting and targeting the market – participants’ needs and wants
 Developing a mission-based relationship marketing focus and plan
 Developing your value proposition and key messages
 Building your brand profile
 Communicating your competitive edge – the marketing campaign
 Marketing metrics – ensuring return on investment.
Bringing People Together
To develop responses to the community’s
needs for transport, access and mobility
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NDIS: Marketing Your Competitive Edge
Understanding the market for NDIS-funded
participant supports
The Federal Government’s blueprint report for the NDIS
stated “… block funding to service providers supplying
individual supports would generally phase out. Providers
would compete for custom, as people with a disability, or their
agents, could ‘shop’ around for the service providers that best
met their support needs, subject to the resources specified in
people’s support packages. Providers would need to deal
with competitive risks in the way most businesses do.”
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NDIS: Marketing Your Competitive Edge
Understanding the market for NDIS-funded
participant supports
NDIS Approved Plans – primary disability types
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NDIS: Marketing Your Competitive Edge
Understanding the market for NDIS-funded
participant supports
NDIS Approved Plans – funded supports by life domain
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NDIS: Marketing Your Competitive Edge
Understanding the market for NDIS-funded
participant supports
HANDOUT: NDIS Funded Supports - Dollar Value
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NDIS: Marketing Your Competitive Edge
Understanding the market for NDIS-funded
participant supports
NDIS Approved Service Providers
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NDIS: Marketing Your Competitive Edge
Importance of market research , strategy
formulation and planning
 Keep up with market trends
 Identify potential customers
 Understand your existing customers
 Track your competition – benchmark your
organisation’s market share
 Set realistic targets
 Develop effective relationship marketing
strategies
 Examine and solve business problems
 Prepare for service/business expansion
 Identify present/emerging business
opportunities
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needs for transport, access and mobility
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NDIS: Marketing Your Competitive Edge
Importance of market research , strategy
formulation and planning
Sources of data for market research
Includes ….
 Government agencies e.g. Australian Bureau of Statistics
 Federal, State and Local Government reports and data
sets
 Internet searches
 Universities and research centres data sets
 ACNC website e.g. competitors’ AIS, annual and financial
reports
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needs for transport, access and mobility
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NDIS: Marketing Your Competitive Edge
Segmenting and targeting the market –
participants’ needs and wants
“Carefully segmenting the market and developing an approach that maximises the value of
your most desirable customer segments and the corresponding lifetime value that these
customer groups produce for your company, lies at the heart of the value-creation process.
… ‘Pareto Principle’, or 80/20 rule, tells us not only that 80 per cent of the total sales volume
of a business is generated by just 20 per cent of its customers ..” – Relationship Marketing:
Creating Stakeholder Value
Market segmentation involves grouping your various
customers into segments that have common needs or will
respond similarly to a marketing action. Each segment will
respond to a different marketing mix strategy.
For example:
 Demographic and socio-economic
 Psychographic which refers to the customer
group's lifestyle. For example, their social class,
lifestyle, personality, opinions, and attitudes
 Behavioural
 Geographical location
Bringing People Together
To develop responses to the community’s
needs for transport, access and mobility
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NDIS: Marketing Your Competitive Edge
Segmenting and targeting the market –
participants’ needs and wants
No one strategy will suit all consumer groups, so being able to develop specific
strategies for your target markets is very important.
There are three general strategies for selecting your target markets:
 Undifferentiated Targeting: This approach views the market as one group
with no individual segments, therefore using a single marketing strategy.
 Concentrated Targeting: This approach focuses on selecting a particular
market niche on which marketing efforts are targeted. Your firm is focusing
on a single segment so you can concentrate on understanding the needs
and wants of that particular market intimately. Small service providers often
benefit from this strategy as focusing on one segment enables them to
compete effectively against larger firms.
 Multi-Segment Targeting: This approach is used if you need to focus on two
or more well defined market segments and want to develop different
strategies for them. Multi segment targeting offers many benefits but can be
costly as it involves greater input from management, increased market
research and increased promotional strategies.
Bringing People Together
To develop responses to the community’s
needs for transport, access and mobility
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NDIS: Marketing Your Competitive Edge
Developing a mission-based relationship
marketing focus and plan
HANDOUT: Example framework NFP relationship marketing plan
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NDIS: Marketing Your Competitive Edge
Developing your value proposition and key
messages
The value proposition is a
summation of all the reasons
why a customer or
stakeholder should use your
organisation’s services above
other service providers.
Key messages are those
promotional, advertising or
informational ideas and words
you communicate to
customers to stimulate them
to rational or emotional action
based on recognising the
competitive value of your
organisation’s services.
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needs for transport, access and mobility
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NDIS: Marketing Your Competitive Edge
Building your brand profile
Example:
“The Lifeline brand is a national, high profile
not-for-profit brand with over 96% brand
awareness and high levels of consumer trust.
Lifeline works hard to deliver quality services
and communications that maintain this brand
integrity and community trust.
The Lifeline name, logo, and dots image are
all Registered Trademarks belonging to
Lifeline. As the legal owner of this intellectual
property, and the custodian of the national
brand, Lifeline must be responsible for
directing and approving all uses of the
Lifeline brand ..” https://www.lifeline.org.au/AboutLifeline/Want-to-know-more-about-Lifeline-/LifelineInformation/#Lifelinesbrand
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NDIS: Marketing Your Competitive Edge
Communicating your competitive edge – the
marketing campaign
Australian Marketing Institute
Handouts:
 Marketing Campaign template
example
 Marketing Campaign Implementation
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NDIS: Marketing Your Competitive Edge
Marketing metrics – ensuring return on
investment.
Australian Marketing Institute
Handout:
 Marketing Metrics and Measurement
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NDIS: Marketing Your Competitive Edge
Final questions?
Thank you
Linda
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