At least one webinar each month addressing QUESTIONS raised by members and readers.
Enjoyed from the comfort of your office chair or lounge room attendees will enjoy practical insights
and recommend action, based on sound research and empirical evidence.
Members are invited to attend all webinars free of change.
WEBINAR 3. MARKETING AND HR MUST WORK TOGETHER TO CREATE A SUSTAINABLE BRAND
There is a substantial and expensive myth circulating business and local government alike, that branding is all about developing and promoting a new brand identity or visual branding. The fact is while branding or rebranding often involve a new brand identity and associated look, branding is about much more than this – and may no involve any promotion at all.
Central to effective branding is developing a brand definition, possibly involving a vision, mission, values, personality and positioning. That definition needs to be developed with the audience in mind. Once defined, a brand is not brought to life by advertising or promotion, but rather through the behaviour of all of the people within the local government. Determining the behaviour of all of the people within the local government is the culture – generally a responsibility of HR.
The best brands, the most cost-effective brands, and the most sustainable brands are developed and brought to life by marketing and HR working together.
Jeff Bezos famously defined a brand as ‘what you target audiences say about you when you are not in the room’. What ratepayers, residents and other stakeholders say about a local government is determined not by the claims made in advertising but by the way staff behave, the tone of correspondence drafted by staff, the approach staff take to service, how telephones are answered by staff and the content of media releases issues by staff etc.
There are significant benefits in building a strong sustainable brand for a local government, including – attracting the best staff, higher staff retention, superior staff performance, higher audience engagement, greater audience support and a lower level of negative responses when services are changed, or rates are increased. These benefits are human resource, marketing and financial.
Building a sustainable brand is a financial decision and it is best addressed when marketing and HR work together
This webinar will look simple and inexpensive strategies for:
- Developing a sustainable brand
- Establishing a culture that deliver the optimal brand
- Leverage the cost efficiencies of the culture-brand continuum
The outcomes will be practical, actionable and affordable.
Sit back in your office and spent an hour learning more about maximising the return on your investment in marketing.
Date: Thursday, 23 May 2019
Time:
Western Time: 11.00 am – 12.00 pm
Central Time: 1.30 pm – 2.30 pm
Eastern Time: 2.00 pm – 3.00 pm
REGISTRATION – FREE
WEBINAR 4: RECOGNISING THAT CUSTOMER SERVICE IS ABOUT MANAGING CUSTOMERS PERCEPTIONS
There is a myth, an arrogant myth, that managers and directors determine what is and is not good service. They most certainly don’t. It is the customer, the recipient of the service that will ultimately determine what is good and bad, and how they will respond to what ever service they receive. Further, research has shown time and again, that the intuition of managers in determining what the consumer will view as good or bad service is highly unreliable, and potentially expensive.
There are also myths about the best ways of communicating with consumers and in so doing, communicating the quality of service – or the range of services – on offer. The fact is, few people read newsletter in 2019, few people pay much attention to direct mailers (electronic or otherwise) and few people read advertisements with your logo at the top of them. More and more, these types of communication are viewed as an intrusion in their busy lives.
There is an apparent myth that the community members focus on anything but themselves, and that it has a real interest in their local government – enough of an interest to work out the structure of and then read their website content. Unless they are upset, or money is on offer, most residents are too busy with their own lives to think about what their local government has to offer. WIFM remain the four most important letters in marketing and communication.
It is time to get closer to consumer and be seen as relevant to their lives.
This webinar will look at strategies for local government to:
- To be seen to offer superior services and service
- Manage their brand to their advantage
- Cut through the clutter without intruding
The outcomes will be practical, actionable and affordable.
Sit back in your office and spent an hour learning more about maximising the return on your investment in marketing.
Date: Thursday, 22 August 2019
Time:
Western Time: 11.00 am – 12.00 pm
Central Time: 1.30 pm – 2.30 pm
Eastern Time: 2.00 pm – 3.00 pm
REGISTRATION – FREE