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MarketerQueensland
The Australian Marketing Institute Queensland Newsletter Issue 14 Summer 2012/13
Sitting here writing this I have to look back and reflect that it’s been quite a busy six months since the last edition of Queensland Marketer.
It was a pleasure to attend the AMI QLD Marketing Awards on 31st August and see the impressive body of work submitted. The winners across the 15 categories were a terrific mix of public, private and not-for-profit organisations and I’d like to extend my congratulations to the winners.
As my first message as President of the Queensland Council of the AMI, I’m honoured to take the reins from Jason Greenhalgh. Jason spent a staggering eleven years on Council and four of those as President and he leaves a legacy of a QLD program that delivers significant value to AMI members and the broader business community. I hope to be able to continue to build on Jason’s and the Council’s successes in 2013.
On a final note, inside this edition we’ve cast the spotlight on a Deloitte White Paper called Digital disruption: Short fuse, big bang? It’s a must-read and worth reflecting on what it means to you and your organisation.
With that, I’ll wish you a Merry Christmas and prosperous New Year.
Kellie-Ann Robinson
Queensland President
Digital Disruption Challenges and Opportunities
2013 Events Personal brand & Summit
Fast Forward and Flexible National Conference review
Christmas Function Fun photos
Queensland 2012 AMI Awards Find out who won!
Digital Strategy Event The future of Web 3.0
Banking on Our Kids BOQ National AMI Award Winner
Community Engagement Event Key learnings
AMI Queensland Council
• IN THIS ISSUE
Digital disruption: Short fuse, big bang?
Deloitte forecasts future effects of new technology on Australian businesses across all industries in this paper. The timing and degree of digital disruption is described, from sooner and greater disruption as a ‘short fuse and big bang’, to those disrupted later and lesser with a ‘long fuse and small bang’.
Industries such as retail and finance are already feeling the effects of digital disruption, while the mining industry will be disrupted later and to a lesser extent. Consequently some Australian states will also be more or less likely to be disrupted, depending on what industries they rely on.
One of the greatest risks for business is inaction, failing to minimise threats and maximise opportunities presented by new technology.
Marketers should be prepared for digital disruption, by keeping abreast of new innovation and being flexible in their strategies to adapt to a rapidly changing environment. Some initiatives may include running smaller digital campaigns, personalising offerings, price differentiation and effectively leveraging social media.
AMI 2011 marketer of the year, David Redhill, recently launched the new Deloitte white paper Digital disruption: Short fuse, big bang?
Deloitte’s digital disruption map
Source: Digital disruption: Short fuse or big bang? Building the Lucky Country™ by Deloitte Touche Tohmatsu.
WATCH THE DIGITAL DISRUPTION VIDEO
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New Queensland AMI President
New Queensland AMI
President Kellie-Ann
Robinson thanks retiring
Queensland President, Jason
Greenhalgh, for his service.
Building Your Personal Brand
Wednesday 27th February
Breakfast seminar 7.15am – 9:00am
Speakers: Jane Anderson – Career and Executive
Coach, Inside Out Training and Coaching, Kerryn
Fewster – Founding Director, Change2020
Venue: Rooftop Room, Level 12, Rydges South Bank
Centre stage: Marketing that leadsMarketing Summit
29th and 30th May 2013
The building blocks of marketing are shifting in today’s
fluid and connected marketplace. While many principles
are the same, there’s no question that some of the rules
have changed. Our opportunity is to develop and deliver
smart marketing that leads our organisations to greater
performance and profitability.
Marketing that leads is marketing that makes a difference.
Venue: Pavilion Room, Rydges South Bank, Brisbane
AMI Queensland welcomes new President, Kellie-Anne
Williams. We thank Jason Greenhalgh, who has been
our Queensland President for the last four years. Jason
has been so generous with his time, working tirelessly
to promote the AMI and deliver value for Queensland
members.
Jason will focus his attention on his many initatives
including his sports marketing business: Major League
Marketing, fitness and health expos, and charitable
event: ‘Lunch for the Lads’, as well as spending some well
deserved time with his family.
Thank you Jason for your generous support.
2013 events
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More information Tel: 1300 737 445 | [email protected] | www.ami.org.au/2012annual | twitter #amiannual
FAST, FORWARD AND FLEXIBLE T O DAY ’ S E F F E C T I V E M A R K E T E R
AUSTRALIAN MARKETING INSTITUTE 2012 ANNUAL CONFERENCE & GALA AWARDS DINNER
2 3-25 OC TOBER 2012 > G R AND HYAT T MELBOU RNE
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Australian Marketing Institute ABN 30 000 026 586 All prices inclusive of GST. This form constitutes a Tax Invoice upon receipt of payment. Confirmation of your registration and receipt will be sent via email. Please ensure you have provided your email address details. Registrations without payment will not be processed. Delegates must sign the form to validate the registration. Should you be unable to attend, a substitute delegate is always welcome at no extra charge. Alternatively, a full refund, less a $164 (including GST) service charge, will be made for cancellations in writing (email or fax) up to one (1) week prior to the event. Onsite Registrations: Name badges and conference proceedings can be collected from the registration desk from 8.30 am on each day of the conference. Insurance: Registration fees do not include personal, travel or medical insurance of any kind. Attendees are advised when registering for the conference and booking travel that a travel insurance policy be taken out to cover loss, cancellation, medical cover, etc for any reason. The Event Managers do not take any responsibility for any attendees failing to insure. Privacy Clause: Please note that details of conference delegates may be made available to sponsors and exhibitors at this event for marketing purposes. If you do not wish this to happen, please indicate: [ ] I do not wish to have my details made available to sponsors/exhibitors at this event. This event may be photographed and filmed for the promotional purposes of the Australian Marketing Institute. The images may be used in publications and websites that are accessible by the general public. If you have any questions please contact the events team at the Australian Marketing Institute via email [email protected] Disclaimer: The information contained in this publication is correct at the time of printing. The Australian Marketing Institute reserves the right to alter or delete items from the program as circumstances dictate and takes no responsibility for any errors, omissions and changes. Certified Practising Marketer Program: Conference: 8 hours (per day); Masterclass: 3 hours; Attendance at the two day conference and masterclass is a total 19 hours Professional Development or with both masterclasses is a total 22 hours.
Choose Your Registration The CPM rate is for AMI Members who have attained Certified Practising Marketer [CPM] Status.
2012 ANNUAL CONFERENCE AMI CPM AMI MEMBER NON MEMBER
2 DAY CONFERENCE* + 2 MASTERCLASSES [ ] $1495 [ ] $1595 [ ] $1795
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AWARDS DINNER: INDIVIDUAL [ ] X $180 EACH TABLE OF TEN [ ] X $1600 PLEASE INCLUDE LIST OF NAMES
MASTERCLASS A: WITH RAY POYNTER ON 23 OCTOBER MASTERCLASS B: WITH PROF MARK RITSON ON 25 OCTOBER
*An Awards dinner ticket is included.
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Please advise if you have any special dietary requirements:
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HOW TO REGISTER
Online: www.ami.org.au/2012annual (registrations) | Fax: 1300 131 468 | Email: [email protected]
Mail: 2012 Annual Conference GPO Box 5295 Sydney NSW 2001
Speed, yes, is critical. But so are smarts, sensitivity to context and strategy.
Chris Richardson (Deloitte Access Economics) reminded us that Australia is the strongest growing rich nation in the world, despite the challenges of our two-speed economy.
Ray Poynter (Vision Critical) highlighted the power of marginal gains…that discipline in the detail can get you ahead. We also need to ask the right questions when it comes to speed and insight – maybe it’s not a faster survey but something faster than a survey.
Joanna McCarthy (Kimberley Clark) proved that practicality is vital to managing social media engagement. We must be authentic and invest in building communities while knowing that we aren’t going to win everyone.
William Kestin (APPA) showcased the power of smart promotional products. In a sector often driven by per unit costs, marketers still need to deliver experiences that are on brand, supported by strategic logistics to create a compelling roll out.
Caroline North (SEEK) spoke about the vital role of engaging internal stakeholders to add significant value to your planning and execution. With internal buy-in and agile processes you are better positioned to maximise market opportunities.
Maryanne Tsiatsias (Telstra) showed how smaller teams within Telstra enabled tighter decision-making and increased accountability, as they moved to a more customer-centric organisation.
Customer insight was also central to Megan Foster’s (Myer) work as she talked through understanding not just your familiar customer segments, but also emerging segments that can add value to your business over time.
Bruce McColl (Mars) proved, with metrics, that to sustain growth you must recruit more users rather than focusing as much on loyalty. He also talked of the power of putting a human truth together with a brand truth to create strong campaigns.
Ken Roberts (Forethought Research) highlighted that knowing the relative importance of emotions in your category will better equip you to understand what market research is saying about messages ‘sent’.
Australian brands are damaging themselves through sales, according to Prof Mark Ritson (Melbourne Business School). Profit is the lifeblood of your business and he said brands need to hold the line on price and instead critically assess strategy to build value.
Entrepreneur Peter Alexander (Peter Alexander Sleepwear), whose business is founded on the power of observation, spoke of the diversity of people’s lives…don’t think of one customer as fitting one box when they interact with your brand.
David Redhill (Deloitte) presented a new type of marketer – the connector – who reads the message of the market and harnesses the strategy internally to embrace innovation and unleash the collective wisdom of your organisation.
Mark Lollback (McDonald’s) argued that marketers should be change agents willing to build burning platforms and break silos to deliver integrated, impactful marketing. He showed how they reframed their business to set a higher bar for performance.
Panellists included Prof Mike Ewing (Monash University) and John Zeigler (DDB Group) alongside two masterclasses on consumer insight and brand strategy, making Fast, forward and flexible a full, practical and at times challenging program.
At this year’s AMI Annual Conference, speakers from FMCG to professional services organisations, across national and global brands, challenged the processes and perspectives that drive best-practice marketing.
Social Function Thanks to those who
joined us (and a budgie)
for a few AMI Chrissy drinks!
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Brand Extension
Winner: Q-COMP’s family of brands
Q-COMP is the Queensland workers compensation authority, established under the Workers Compensation and Rehabilitation Act 2003. In 2008, Q-COMP undertook a qualitative research project measuring the strength of its brand. The results indicated the organisation was perceived as lacking in customer service and needed to maintain better stakeholder relationships. This resulted in a Family of Brands strategy being developed and implemented, which included the following initiatives: Research conducted with external stakeholders; Creation of three new sub brands; Creation of a suite of marketing materials to support each brand Development of online, interactive initiatives to support each brand.
Brand RevitalisationWinner: We Care More - Ozcare and Make Communications
This is an example of Ozcare and Make Communications made a relatively unacknowledged organisation into one of great relevance and distinguishability amongst its competitors and the Queensland market. The Ozcare brand was reinvigorated from being primarily recognised only
through one source, (their logo on Ozcare vehicles), to being an organisation that is wholly understood and respected. The result was an emotive campaign, which commenced on the 14th September 2011 with a TVC aired across Queensland as well as airing in cinemas. This was just the beginning for the campaign, the success, which resulted from the TVC, initiated the rebranding of the whole Ozcare brand, which was executed through an extensive array of marketing collateral.
Consumer Insight Winner: Brisbane Fitness and Health Expo - Major League Corporate Marketing
The inaugural 2011 Brisbane Fitness and Health Expo resulted from the absence of an event which drew the fitness and health industries together with consumers in Queensland ‘’The Sunshine State’’; renowned for having a climate which encourages active lifestyles. Close to 4,000 consumers attended the event at the Brisbane Convention and Exhibition Centre. It featured more than 100 booths filled by a range of prominent exhibitors and appearances by fitness and health role models such as Shannan Ponton from Channel Ten’s The Biggest Loser. Significant consumer and industry support of the inaugural Expo was crucial to the vision for the event to return in 2012, and ideally develop into an annual event.
QueenslandAMI Awards
The 2012 Queensland winners of the Australian Marketing Institute’s Awards for Marketing Excellence were announced at a celebratory luncheon at Custom’s House.
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Corporate Social Responsibility
Winner: Banking on our Kids - Bank of Queensland (BOQ)
Bedtime is a special time for both parents and kids and even bad days are cured by story time and kisses. But on most nights it’s something sick kids in hospital miss out on. So for Banking on our Kids 2011, all Australians were asked to simply help sick kids get back to their own beds. The objective was to help raise awareness, raise hope and raise funds for Children’s Hospital Foundations Australia; where one single donation helps five separate childrens hospitals across Australia. In just 4 short weeks, BOQ’s Banking on our Kids appeal turned just a $74K investment into record donations of $274K, media exposure, $1m and an incredible 91% branch involvement rate. This is a story about pushing the boundaries of marketing practice for good rather than evil and remembering what’s so great about this industry!
This campaign also won the National AMI Award for corporate
social responsibility. See page 16 for the full story.
Digital MarketingWinner: hack::Brisbane - Brisbane City Council
In November 2011, Brisbane City Council launched its Open Data initiative to release data to the public. Through the Brisbane Datastore website Council joined governments across the world that are opening up their data and providing it in formats suitable for developers to create applications to improve access to government information and services. To stimulate interest in this initiative Council ran an app building competition, hack::Brisbane, open to any developer and offering a total of $20,000 in prizes. The competition was launched with a one day hack-a-thon, hackFest. hack::Brisbane received 54 entries that are valued at over $2million. Social media was used as a primary communication channel. Over 3 million impressions have been generated with a 98.2% positive sentiment rating. Overall, this was an incredibly successful outcome for a very small investment (less than $100k).
EducationWinner: Road Trip - Queensland Department of Transport and Main Roads and BCM Partnership
The Road Trip website and other assets were created as educational tools to help guide new drivers and their supervisors through the graduated process to obtain a Queensland driver licence. Road Trip provides a step by step interactive learning platform developed in direct response to extensive research that informed the brief recognising the interactive, kinaesthetic learning methods preferred by this youth audience over print-based alternatives. Information is provided online through a bespoke site with animated videos, games, instructional videos, fact sheets and quizzes. New drivers can make safe driving pledges, build their own avatar for use across the Road Trip assets and share their progress with others online. The site achieved the most positive results from its key audience that the independent usability testers had ever seen. Users are finding the site to be engaging and educational with high levels of repeat visitation reported.
Experiential and brand experiencesWinner: go card hopscotch championships. TransLink’s first experiential marketing initiative -
TransLink coordinates and delivers bus, train and ferry services and delivers integrated transport services, ticketing and infrastructure across South East Queensland; one of the largest integrated public transport networks in the world. As a result of two consecutive years of public transport fare increases as part of the state government’s five year fare path strategy, public transport users in South East Queensland were becoming a little despondent to public transport and its benefits, in particular the cost benefits. This approach combined with the leverage of TransLink’s brand led to 30,000+ unique go card holders taking advantage of the user scheme each week; 11% increase in go card trips and Over 800,000 free journeys taken.
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Green MarketingWinner: Treehenge Launch 2011 - Condamine
Alliance & Make Communications
With the Carbon Tax a hot topic and corporations investing in carbon-offset projects, Queensland Company Condamine Alliance was working on developing a unique new business to allow individuals and large companies to gift trees for the environment. The initiative was named Treehenge, set up as a not-for-profit organisation dedicated to protecting land, water, native plants and wildlife. Treehenge has big goals to repair habitats right across Australia. The first plantation and the home of Treehenge is at Gladfield in the Condamine River Basin, a region that is one of Queensland’s major food-bowls and sits at the headwaters of Australia’s largest river system. Treehenge was created as a unique way of demonstrating and marketing such an inspirational idea, coupled with all the innovative social benefits of digital media.
Internal MarketingWinner: SafeQuest-for a safer Mater community - Mater Health Services
Dr John Donnell, CEO of Mater Health Services says that everybody at Mater; patients, staff and visitors; are important in helping to identify ways to improve systems and provide safer care for the community. Safety is everybody’s job. In any hospital there are safety risks. In 2009, Mater’s Dr John Donnell challenged the organisation to commit to a culture of safety with the aim of achieving zero preventable harm for patients, staff and visitors where appropriate and possible. From this challenge, and in keeping with Mater’s commitment to exceptional care, a new campaign was born; an organisation-wide program to change the way Mater Health Services approaches safety in health care, in both clinical and non-clinical settings. Mater call it SafeQuest for a safer Mater community.
Marketing Communications B2BWinner: Chamber of Commerce & Industry Queensland “Big 3 for Business’’ - Chamber of Commerce & Industry Queensland
When the State election was announced, the Chamber of Commerce and Industry Queensland (CCIQ) implemented the Big 3 For Business. The primary goal was to ensure that the voice of the business community was heard, cutting through the traditional political noise to effect real change at economic policy level. The Big 3 For Business called for better economic and fiscal management; a reduction in government costs on business; and a Reduction in Government Red Tape. From the creation of the Big 3 For Business survey, report and website, through regional visits, social media campaigns and PR activity, CCIQ ensured that our members voices were heard and results achieved.
Marketing Communications B2C Winner: USC helps city students get the best of both worlds - University of the Sunshine Coast and Engine Group
With a comparatively small marketing budget, USC aimed to demonstrate its core difference to universities based in Brisbane, namely that only USC can offer the best of both worlds. The campaign encouraged more students from North Brisbane through to the Sunshine Coast to consider USC as an option; with three quarter of students (75%) compared with just over two thirds in 2009 (68.7%). Parents also responded positively with 78% likely to encourage their child to consider the University of the Sunshine Coast. Overall, the campaign had strong levels of awareness and consideration across all key audiences and helped launch USC into the cluttered Brisbane market.
10 • Queensland Marketer • AMI Qld Awards
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New Brand, Product or Service Launch
Winner: QT Mutual Bank Brand Launch - QT Mutual Bank
Queensland Teachers Credit Union undertook a roadshow to encourage members to vote on the move to become a bank. While the overall vote was more than 95% in favour, we also witnessed just how difficult change can be, and how much a brand can mean to people. For some, there was no reason to change. The very word bank conjured up everything they didn’t want in a financial partner. But the truth they couldn’t face was that this change was about the very survival of the institution they loved. The Queensland Teachers Credit Union was successfully rebranded as QT Mutual Bank and has been accepted as positive progression for the organisation by members.
Social Marketing
Winner: Kindy Counts! - Queensland Government Department of Education, Training & Employment
Unfortunately, Queensland children have, for successive years, lagged behind their interstate counterparts when it comes to school preparedness. To address this situation the Queensland and Australian Governments committed more than $900 million to ensure every Queensland child could access a kindergarten program by 2014.
This fully integrated, multi-channel social marketing campaign successfully activated a relatively inert parent audience to become more informed around the benefits of kindergarten and to enrol their children into an approved kindy program. In doing so, the Queensland kindergarten participation rate has increased from 29% in 2008 to 68% in 2011 effectively more than doubling the number of children enrolled in an approved kindy program and giving our youngest Queenslanders the brightest start.
SponsorshipWinner: Pimping Out - Rarewear & Make Communications
It’s an Australian tradition for students to have a memento of their final year in school. And they are called senior jerseys. Senior jerseys are custom made with the student’s nickname and year of graduation. Competition in the category is fierce. There are over 200 suppliers of the garments and amongst them are some of the largest sporting brands, vying for 9,435 schools and over 3 million students. Canterbury, Adidas and Kooga are three of the bigger brands that have successfully built their brands with traditional sporting sponsorships. These brands are very successful in selling their senior jerseys to year 12 students across Australia. Rarewear came to Make Communications to assist with selling their senior jerseys. The challenge was to take a lesser-known brand, a small budget of $100k and make it desired by the 14-17 year old demographic.
Student Marketing PlanWinner: QUT
The winning entry came from second year marketing students studying Marketing Planning and Management. This subject is unique in that students are not only required to write a marketing plan but they are required to implement it by making their product and selling it at two simulated marketdays in the semester and then evaluate and measure their marketing outcomes. The fact that the plans have to be implemented and the results can be seen by their peers increases the quality and realism of the marketing plan. The need for industry-worthy and authentic assessment reflects QUT’s ‘university for the real world’ philosophy and many graduating students appreciate getting their hands dirty with the tasks of real world marketing. Endorsement by industry reflects the high standard of work produced using this simulation approach.
12 • Queensland Marketer • AMI Qld Awards
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Digital StrategyFocus on innovations shaping the future of the web
Guest presenter Mike Lundgren, Director of Innovation Strategy at VML, gave an overview of digital, mobile and social trends, techniques and best practices from a marketer’s point-of-view, while showing how to effectively leverage the digital channel and how applications can work together seamlessly as a model for doing business.
Mike gave a broad history of digital and warned that disruption and the pace of innovation is increasing. Since 1996 ‘when the internet made funny noises’, the web was an evolution in publishing, but it was read-only – no-one could respond. In 2006 we entered a ‘read-write’ era with democratisation of the web including 80,000 websites with 1 billion global users. Now in 2012, nine out of ten Australians are online and 83% of us have mobile devices. 20% of Asia is online, but represents 42% of global traffic.
Important trends that should be in every marketer’s digital plan are mobile, gamefication and branded content. We need to learn from Web 2.0 and be prepared for future of Web 3.0.
By 2014, Mike warned that mobile websites will overtake PC users, and marketers need to be prepared. We should be providing frictionless mobile experiences with websites that adapt themselves to multiple screens. American supermarket, Whole Foods, is an example of a company getting this right (see www.wholefoods.com on any device).
Apps are not always the best solution with 20% downloaded and never used. Marketers should consider a mobile version of a website before investing in an app.
Gameafication was identified as another key area for the future of digital marketing. Marketers should apply game theory to everything to engage customers with their brand. An example provided by Mike was Facebook’s Farmville points accumulating to allow purchases of certain products at 7-11.
Content on the web has always been king, but now it’s bigger than ever. Photos and videos are the stickiest content on the web and have led to the rapid rise of Pinterest, Youtube and sharing of both on Facebook. Marketers can take advantage of this by providing branded content that is entertaining and engaging so that people want to share it. A classic example is Dollar Shave Club who’s original and economical promotional video has been viewed over 7.5Million times on Youtube and quickly led to the company running out of inventory (see www.dollarshaveclub.com).
Mike’s presentation enlightened us about where digital marketing is headed and gave us practical insights about where we should be focussing and investing to ensure we meet customer expectations and compete successfully in a rapidly changing market.
14 • Queensland Marketer • Digital Strategy Event
Marketers today face the most disorienting landscape in the history of their craft.
Web 2.0 and the forces of social media have completely transformed how people
interact with brands and with each other — effectively changing ‘the rules’.
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Flagship Appeal
The banking category is notorious
for record profits and often paying
lip service to the community with
cheque book charity. However, BOQ
single-mindedly believe in tackling
one issue that affects the future of
Australia so much – kids health.
BOQ’s flagship ‘Banking on our Kids’
appeal, which has been part of the
calendar since 2004, raises funds
for Children’s Hospital Foundations
Australia. It’s the only appeal of its
kind where one single donation helps
five separate children’s hospitals:
• Princess Margaret Hospital Foundation, WA
• Children’s Health Foundation, QLD
• Royal Children’s Hospital Foundation, VIC
• Sydney Children’s Hospital Foundation, NSW
• Women’s and Children’s Hospital
Foundation, SA.
2011 was the costliest year on record
for natural disasters. So by the month
of July, we needed to do much more
that just “ask people for money”. We
needed to really strike a chord and
connect with people in a way that’s
close to the heart.
The Big Idea
Bedtime is a special time for both
parents and kids and even bad days
are cured by storytime and kisses.
But on most nights, it’s something
sick kids in hospital miss out on.
So for Banking on our Kids 2011,
we asked all Australians to simply …
“Help sick kids get back to their
own beds.”
Six brave little kids were our
ambassadors in the national
campaign to help raise awareness,
raise hope and raise funds. And the
last frontier for BOQ was true brand
ownership (rather than sponsorship)
of Banking on our Kids. So we tore up
the old school rule book and created
a new logo inspired by kids playful
drawing!
Launch and Beyond
For the first time in history, BOQ
people went to work without
getting dressed … Banking on our
Kids Pyjama Day, 1st July 2011. That’s
right, bankers went to work in their
pyjamas and the boardroom table
was converted into a catwalk with
a runway slipper show! It all caused
quite a stir as we gained coverage
from mass broadcast through to
local papers.
The marketing campaign was then
rolled out across TV, radio, press,
online, outdoor, social, direct, and
POS. We built literally thousands of
executions, which were customised
by state and with local ambassadors.
And thanks to 28 very generous
media partners, we were able
to tap into Community Service
Announcement media opportunities.
And then an amazing thing
happened yet again as people right
across BOQ and external partners
really threw themselves into Banking
on our Kids. They ran raffles, race
days, sausage sizzles, barefoot bowls,
golf days, move nights, cake stalls,
book clubs and much more. For the
month of July 2011, the place really
was Banking on our Kids!
Record Results
In a tough economic environment,
it was an amazing effort all round for
Banking on our Kids 2011, particularly
considering the total marketing
“Banking on our Kids” recently won the AMI National Award for Marketing
Excellence for Corporate Social Responsibility. Greg Abbey, BOQ’s former
Head of Brand and Marketing, shares the story about not getting dressed for
work, turning the boardroom into a catwalk and ultimately helping sick kids
right across Australia get back to their own beds.
Banking on our Kids! The story so far.
B anking on our K ids!The story so far...
MarketerQueenslandB anking on
our K ids!The story so far...
investment was just $74,000. This
reinforces the importance of pushing
the boundaries of marketing practice
for good reasons and remembering
what’s so great about this industry!
Banking on our Kids 2011:
Raised a massive $274,000, which
exceeded the 2010 total of $223,000
by 22.9% and hit the magical
$1,000,000 cumulative milestone
since inception back in 2004
Generated an impressive
$1,038,000 in Community Service
Announcement media exposure,
up 36.8% on the 2010 result and also
$155,000 in local PR for the launch day
Delivered record levels of internal
engagement, with 91% of all BOQ
branches (up from 85% in 2010) and
70% of support centre areas (up from
65% in 2010)
Banking on our Kids has been held
up internally by the BOQ Brand and
Marketing team as a benchmark in
terms of marketing effectiveness,
which is quite unexpected for what
is considered a community program.
The combination of an amazing but
easy to get idea with a fired up and
focused internal audience = a recipe
for success!
As I move onto my next big career
challenge after almost 7 years at
BOQ, this AMI National Award
for Marketing Excellence (to go
with the one from last year) is the
best possible leaving gift! I would
like to personally thank the entire
BOQ Brand and Marketing team,
Children’s Hospital Foundations
Australia and In-House Design
Solutions (IHDS) who rolled out
thousands of creative executions!
And of course, the amazing trio of
agency partners in Junior, OMD
and Brand Council for not only
donating their time and effort,
but crazy amounts of passion and
determination too.
5
Greg Abbey
Senior Brand and
Marketing Executive
Greg Abbey holds a Bachelor
of Business (Marketing) with
Distinction and is a Certified
Practicing Marketer. He has over
16 years brand and marketing
experience across the financial
services, telecommunications,
franchising and consumer
product sectors in both Australia
and Europe. Most recently, Greg
led the BOQ brand relaunch and
was awarded B&T Marketing Team
of the Year in 2010 and named in
the AdNews 40 Under 40 in 2011.
He can be contacted on
0401 207 500 or
[email protected] and is
happy to answer any questions or
send through the full version of
this case study.
Community Engagement An essential strategy in an increasingly connected world.
AMI hosted guests at a special evening session on community engagement. Keen to upskill in this ever-changing environment, attendees were treated to three outstanding speakers.
Peter Kelly from Three Plus kicked off and set the tone for the session by reminding us that consumer engagement needs to be just one of the ‘arrows in a marketers quiver’. It takes a full toolset, well managed and integrated to shift consumers from ‘information receivers’ to ‘advocates’.
This first step is to get internal buy-in and to educate people about the value of community engagement. Peter acknowledged that this usually occurs when you start talking to business leaders and decision makers about the role of consumer engagement in limiting risk. A good community engagement process can limit costs, increase support and enhance reputation. A bad one can do the opposite.
Peter estimates that for any given project it is probably true that around 80% of the community is uninterested, 2%-5% have a fixed position and 15% - 20% are willing to be engaged. That point was reiterated by Jeff Smith from Port Binnli who shared his community engagement journey which began in 2003 and continues to this day.
No surprise that Jeff was keen to make the point that community engagement never stops. He believes that the success of his project, in achieving such
strong advocacy that residents are now lobbying government on the project’s behalf, has much to do with maintaining connections.
Community participation is crucial according to Jeff and it was a point made by each of the session’s speakers. “Failure to engage is a risk in itself.” More specifically, Jeff developed a participation strategy which helped to achieve buy-in and genuine sharing of ideas to develop trust and advocacy. He swears by social media as an important part of the process and made a strong point that whether you are online or not, the community you want to engage will be.
Any marketers in the room who remained unconvinced were quickly turned to advocacy by Brian Cooke from PWC Consulting who struck a blow for ROI with a presentation on quantifying the value of consumer engagement. His ‘model of social license to operate’ was particularly elegant. It very ably supported Brian’s theme around shared benefits between organisations and community and helped to highlight the need for a connected approach to meet the needs of both entities.
Of course, much more was said on the night and in much greater detail than can be explained in this short report. We encourage all our members to attend AMI events to get the latest insights from leading speakers.
Gone are the bad old days of community engagement which revolved around grandstanding at public meetings with a lot of talking and not much listening. Increasingly savvy consumers and growing understanding of the benefits of an engaged community have led to greater rigour and a more genuine approach to partnerships.
18 • Queensland Marketer • Community Engagement Event
MarketerQueensland
• EXECUTIVEKellie-Ann Williams AFAMI CPMAMI Queensland [email protected]
Graham Wright FAMI CPMAMI Queensland State Appointed Director & Vice PresidentCommunications Manager, Asia, Australia - Pacific & Southern Africa at Parsons Brinckerhoff
• COUNCILLORSPeter Gates FAMI CPMChairman, Business [email protected]
James Hall FAMI CPMGeneral Manager, TransdevTSL Brisbane [email protected]
John Montague FAMI CPM Director, Montague Irving [email protected]
Dr Gary Mortimer AMAMILecturer, Queensland University of [email protected]
Ben Pole AFAMI CPMDirector Comms & Marketing, Gold Coast [email protected]
Paula Price AFAMI CPMGroup Marketing [email protected]
Felix Stravens FAMI, CPMHead of School, South Bank Institute of [email protected]
Clare Treston FAMI CPMMarketing Manager, [email protected]
Nick Vincent AFAMI CPM General Manager Marketing, Coffee Club [email protected]
• EVENT MANAGERLouise Marron AFAMI CPMEvent Manager, Australian Marketing [email protected]
• ABOUT AMI QUEENSLAND
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