LUBS EMBA & Communication Matters Consultancy Assignment Update - - PowerPoint PPT Presentation

LUBS EMBA & Communication Matters

Consultancy Assignment Update to CM Board

18/11/2015

Contents

• Introduction

– Our team – Assignment brief

• What we have done so far

– Stakeholder Map – Stakeholder Interviews: Key messages – Value Map

• Areas to review

– Key challenges selected for further review – Suggested Approach

• Next Steps

Contents

• Introduction

– Our team – Assignment brief

• What we have done so far

– Stakeholder Map – Stakeholder Interviews: Key messages – Value Map

• Areas to review

– Key challenges selected for further review – Suggested Approach

• Next Steps

Our team

Kathryn Lunn Kathryn has extensive experience in supply chain and logistics management within the retail and professional services industries. Kathryn will be helping CM with implementing models for developing industry relationships. Nigel Wright Nigel has 20 years in sales and marketing roles across FMCG, Entertainment and Consumer Durables where he has successfully delivered consumer and business to business marketing campaigns and new product

• launches. Nigel will be leading the marketing planning

process for CM as part of this assignment. Nick Fournier Nick has over 10 years leadership experience and is currently part of the exec team for an international organisation. Nick has attended CM AGM, the conference and has contributed to stakeholder analysis and interviews. Sivaji Buddhiraju Sivaji has over 18 years of consulting experience helping various Fortune 500 companies across, UK, USA, Australia, Canada and Denmark. Sivaji is managing the team in delivering agreed

• utcomes of this assignment.

Kate Shier Kate has 8 years’ experience in finance, working within a variety of organisations including charities, multi-nationals and SMEs. Kate has been involved in collating and reviewing current financial activities of CM.

Assignment brief

Key Challenges/ Issues Proposed Outcomes/Deliverables

• Small team with no time to innovate
• Limited marketing capacity, ad hoc
• Limited income
• Dwindling profits from road-shows and

conferences

• Too much reliance on a few suppliers
• Difficulty reaching out to Wales and

Northern Ireland

• A revamped marketing strategy or

social media strategy that fits our capacity

• A targeted (social media) awareness

raising and donation campaign and how to launch/run it

Contents

• Introduction

– Our team – Assignment brief

• What we have done so far

– Stakeholder Map – Stakeholder Interviews: Key messages – Value Map

• Areas to review

– Key challenges selected for further review – Suggested Approach

• Next Steps

Stakeholder Map

AAC Users (Potential) Family/ Carers Professionals Suppliers Institutions Wider public

• *Autism (1 in 100 people)
• *Traumatic brain injury
• Multiple sclerosis
• *Dementia (?)
• Clinical scientists
• Speech

therapists

• Researchers
• High tech/

high value equipment suppliers

• Government
• Education

including Further Education

• *NHS
• *1Voice
• *Scope Australia
• *ISAAC
• Other charities e.g.

Stroke Assoc

• Developmental verbal

dyspraxia *Aphasia (376K)

• MND not ALS in UK
• *Intellectual impairment
• *Cerebral palsy (1 in 400

people)

• Parkinson (1 in 500 people)
• *Locked-in syndrome
• Teachers
• Students
• Healthcare

workers

• Low tech/ low

value equipment supplier

• Insurance/ claim

representatives

• Lobby Groups
• Carers and

residences

It is essential to review and understand the end-user/customer segmentation for strategy. Current view is CM is focused more on specific stakeholder segments only. Is this by choice? Will there be an appetite to expand the reach to other segments/groups?

* More actively involved

Stakeholder Interviews: Key messages

Committed, dedicated people Conference seen as number one AAC event in UK Valued, strong community Series of valued and well attended events nationwide Runs a tight ship, delivering well on a small income

Leadership under pressure as a volunteer Lack of clear priorities considering limited budget Road shows need new format to maintain viability Website not working for all user groups Dependent relationship with suppliers Not engaging wider scope of AAC users yet

Value Map

Conference Lobbying Projects Research Database Study days Q&A, Admin AAC knowledge DVD/videos Roadshows Journals Forums E-news Ball Membership Collaboration e.g. 1Voice Loss Net Income generation Profit Low Value/Impact High Friday Announcements Conference Fundraising (inc Merchandise) Arts Awards Conference Social Media

Contents

• Introduction

– Our team – Assignment brief

• What we have done so far

– Stakeholder Map – Stakeholder Interviews: Key messages – Value Map

• Areas to review

– Key challenges selected for further review – Suggested Approach

• Next Steps

Key challenges selected for further review

Key Challenges/Issues Impact

• Improvement of industry relationships
• Improve effectiveness of external events
• Direct impact on fund-raising, sponsorship and

access to expertise

• Events not catering to wider stakeholders/AAC

users

Following the discussion on 29/10/15 with Hilary, the following key challenges are prioritised for the team to address as part of the consultancy challenge

Proposed Initiative to address the issues Outcomes expected for CM Implement strategic marketing plan Utilise a form of ARCHSECRET SERVQUAL model to agree strategic objectives and maximise event utility  Improved industry relationships  Enhance stakeholder engagement  Broaden fundraising base  Goals prioritised  Resource utility maximised

Charitable context – systematic review of changes in operating environment; review of effectiveness

• f past activities; assessment of current

capabilities.

Approach – Strategic Marketing Planning Process

Source: McDonald & Wilson (2011)

Role for CM and stakeholders of external events clarified and SMART

• bjectives defined as part of strategic

plan.

Approach – SERVQUAL ARCHSECRET Models

Source: Vaughn & Shui (2000)

Charities are service providers across multiple stakeholders. Standard SERVQUAL models can measure Communication Matters relationships with professional stakeholders ARCHSECRET model devised by Vaughn and Shui to facilitate effectiveness with charity beneficiaries Use of SERVQUAL models will improve relationships and focus resources

Contents

• Introduction

– Our team – Assignment brief

• What we have done so far

– Stakeholder Map – Stakeholder Interviews: Key messages – Value Map

• Areas to review

– Key challenges selected for further review – Suggested Approach

• Next Steps

Next Steps

• 1. Facilitate delivery of marketing plan phase 1
• 2. Provide templates for marketing plan phases 2 to 4
• 3. Construct SERVQUAL and ARCHSECRET

questionnaires for distribution

• 4. Deliver recommendations for transitional changes

for events.

APPENDIX

Source: Holder (1998), cited in Sergeant & Ewing (2001), http://dx.doi.org/10.1300/J054v09n01_12

Vision

“A world where all individuals have right to a ‘voice’ through the provision of equipment &

• ngoing support services”

Mission

“Communication Matters values people who use any form of communication and promotes the individual’s right to participate in all aspects of life by using their most appropriate means

• f

communication to express their thoughts, feelings, needs and desires”

Stated Objectives

• Promote & protect the physical and mental health of people with

communication disorders

• Promote & encourage a service structure to support the people providing

assessment, treatment and rehabilitation

• Promote research
• Promote and communicate (information exchange)
• Educate the public

Aims

• Increase awareness of AAC
• Improve Service Standards
• Lobbying for Change
• Encourage Research
• Encourage growing engagement of wider AAC users in the activities of the

charity

Opportunities for CM

Focus Opportunities Expected value/outcome Events

• Making conference appropriate for wider stakeholders
• Structuring conference to add more value to attendees
• Improve road shows and study days

 Improved industry relationships  Enhanced stakeholder engagement Customer segmentation & Engagement

• Identify customer segments within each stakeholder type

(AAC users, professionals, suppliers)

• Include low technology products/solutions
• Extended engagement of AAC users

 Increased awareness of AAC  Improved service standards Communication Hub

• Develop centre for expertise, communication hub
• Website accessibility

 Promote and communicate  Promote research Projects

• Bid writing
• Adopting project based approach & project funding

technology  Goals prioritised  Resource utility optimised Governance

• CEO
• Leadership focus
• Segregation and clarification of duties
• Internal communication methods

 Governance as enabler  Clarity of roles & responsibilities Trainings

• Offer training courses for practitioners and public including

businesses  Promote & encourage a service structure to support the people providing assessment, treatment and rehabilitation Funding

• Membership
• Review Study Days, Road-shows
• Utilise supplier relations
• Sponsorship

 Broaden fundraising base

FUNDRAISING Direct Marketing Planning Framework

 Identify who to contact and what to say

• Relationship Marketing

 Increase and diversify fundraising  Maximise effectiveness of all campaigns, events and revenue streams.

Source: Holder (1998), cited in Sergeant & Ewing (2001), http://dx.doi.org/10.1300/J054v09n01_12