This issue looks at a new
offering to help not-for-profits engage with
business and the community, and our choice
of the top professional services brands in
Australia
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Best
Regards
Dianne
Davis
Principal and Managing Director
In
this edition:
Item
1:
Engage nfp – Helping Not-For-Profits
engage with corporates and the general community
Item
2: Our Top Four Professional
Services Brands
Item
3: Customer Focus and
ROI
Item
4: New
Business
Item
5: In the News
Item
1:Engage nfp – Helping Not-For-Profits
engage with corporates and the general community
For
the first time in the Australian market,
NFPs are offered Engage nfp
- a comprehensive product set and approach,
encompassing:
•
Business
community partnerships
•
Marketing
efficiency (including a comprehensive
audit of marketing activities
& operations)
•
Fundraising
effectiveness
•
Brand
positioning (incorporating a strategic
brand process, culminating in
a sustainable, differentiated
positioning).
Engage
nfp will effectively enable
NFPs to be “fit” to engage with
the corporate sector, the community, volunteers,
partners and suppliers.
In
terms of corporates, NFPs need to be able
to take full advantage of the new paradigm
of business community partnerships by:
•
Understanding
the drivers behind this new model
•
Recognising
what they bring to a partnership
•
Gaining
support for corporate engagement
at all levels within their organisation
•
Understanding
that such partnerships are not
about fundraising
– but are much broader,embracing
brand, reputation, marketing,
human resources, technology, systems
and volunteers
•
Ensuring
an agile culture that can mesh
comfortably with the corporate
partner’s own organisational
culture
•
Preparing
to invest in building organisational
capacity around such partnerships.
Equally
important are NFP’s ability to harness
and retain a broad support base (i.e. donors,
funders, sponsors, partners, volunteers
and suppliers), which requires:
•
A
strong, differentiated brand
•
A
strategic, efficient and accountable
approach to marketing.
Engage
nfp has been developed as a fully integrated
offering, as well as a modular offering.
That is, depending on an organisation’s
specific needs, circumstances and budget,
they can elect to choose all, or particular
aspects of, the approach (as summarised
in the diagram below):
Marketing Efficiency
Brand
Awareness &
Positioning
NFP
organisation
Business
Community Partnerships
Fundraising
Effectiveness
Engage
nfp is a joint venture between
Positive Outcomes (Australia’s leading
corporate social responsibility consultancy)
and Davis and Associates Strategic Marketing.
Positive Outcomes is responsible
for advising on business community partnerships,
Davis and Associates on marketing and branding
(and On Site Associates on fundraising).
The
consultancies have already worked together
in advising Multiple Sclerosis Australia,
and are currently in discussion with a major
NFP in the disability area.
Item
2:Our Top Four Professional Services
Brands
We
have selected four professional services
brands we believe deserve recognition for
the following reasons:
1. Accenture – the Mould Breaker
Preparedness
to establish and sustain the brand
with significant ongoing investment
and resources (unique in professional
services).
As
a corollary to the above, good market
awareness and penetration in a sector
where most of the other major brands
have been long-established, with
literally decades to build equity.
The
name broke the mould; rather than
continue with the practice of naming
firms after founding /senior partners,
a fresh approach was sought (which
has since been emulated by others
in the management consulting space).
Accenture
is simply a clever name; it operates
on a number of
levels and works well both in writing
and orally.
The
brand has worked hard to own some
key attributes – among them,
innovation and implementer of ideas.
2. Deloittes – the Refreshed Brand
A
brand that was languishing in the
Australian market in the late 80s
/ early 90s was successfully revitalised
and repositioned from the mid-90s
onwards to become a serious and
creative market participant.
The
commitment within the firm to align
the internal culture with the external
brand deserves acknowledgment; Deloittes
has earned a reputation as the “people
firm”.
A
willingness to project and distinguish
the brand via strong
print and airport advertising –
media largely eschewed by
professional services firms on such
a consistent basis.
3. Gilbert & Tobin – Niche
Brand as Major Player
A
brand that fights above its weight,
and has crafted a market perception
(rightly or wrongly)of being more
of an “innovator” than
many of its competitors.
Through
a variety of product offerings,
strategic alliances and sponsorships,
the firm has forged a brand positioning
around “entrepreneurialism”.
4. Minter Ellison – Brand Evolution
A
brand that has evolved significantly
over the past five-ten years to
earn its place amongst Australia’s
premier law firm brands
In
terms of brand attributes, Minters
cam rightfully claim “quality”
and “growth”.
The
firm has refreshed its brand at
key stages to retain a
contemporary look and feel - when
many competitors have
failed to do so, or failed to do
so diligently.
Item
3 :Customer
Focus and ROI
A
recent PriceWaterhouseCoopers survey has
shown that over 80% of the fastest growing
companies in the U.S. have initiated programs
focused on either customer expansion, retention
and /or profitability in the last three
years.
The
key driver behind this trend is ROI.
Senior
management at these companies have recognised
that customer retention brings with it revenue
growth. More importantly, there is also
a growing understanding that non-financial
measures such as customer satisfaction and
product- service quality play a key role
in determining how the market values and
perceives a company.
The
PWC survey interviewed the CEOs of over
400 product and service companies identified
by the media as the “fastest growing”
U.S. businesses since 1998.
Item
4:
New Business
During
April, Davis and Associates was appointed
to undertake projects (in the brand strategy
and business development areas) for the
following organisations:
•
Sparke Helmore
•
Australian Graduate School of Management
Item
5: In
the News
Dianne
Davis was quoted in the Marketing section
in The Australian Financial Review
(28 April, 2003), on marketing and the not-for-profit
sector.
Next
Issue:
OUR GOLDEN RULES OF MARKETING CONSULTING
