Insider marketing - Wayne Turner

© Copyright 2013 CBB the not4profit people
CBB Community Consulting

© Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit people
 NFP “social enterprise” that assists NPF organisations build
capacity and capability to achieve their goals and service
outcomes.
 www.cbb.com.au
 Two primary divisions:
 CBB Salary Packaging
 CBB Community Consulting
 Community Development
 Community development grants
 Consulting services

 General Manager CBB Consulting
 CBB – 4½ years
 Owned and operated several management consulting businesses
 Mentor of theYear awarded by EDI
 Recipient of Sir Thomas Playford Award for Innovation
 MBA
 BA Acc
 Executive roles in Health and Education sectors
 Senior Manager in an international consulting firm
 All spheres of Government, Public Companies, SMEs, and NGO/NFP
organisations

 What’s happening in the NFP sector - impressions
 Can we continue /grow/shrink our service level?
 Increased consumer choice
 Focus on attracting and keeping business
 Funding Uncertainty
 How do we grow or sustain our business
 Commonwealth budget position implications
 Will our grant/contacted service funding shrink?

 How does your organisation react?
 Stress
 Impact on culture
 Impact on leadership
 Driver for a resilient organisation

Importance
of brand
Attracting
and keeping
business
Internal
Marketing
Branding: It is the image of your organisation as a “great place to be, to
work, to associate with” in the minds of current employees and key
stakeholders in the external market (clients, customers and other
stakeholders and potential employees)

 Image
 Walking theTalk
 Strategic Placement
Internalised marketing strategies to employees will increase the
effectiveness of an organisation’s branding strategies

It is essential to market the brand internally to
the organisation’s employees, as well
externally.

How does brand evolve?
 Personal and professional values
 Systems and Structures
 Leadership style
 Publicity
 Competition
 Skills and Services
Alignment of brand and values

The governing values
 Determine the manner in which the organisation conducts
its business as it goes about achieving its vision
 Enables separate individuals and groups to agree on
appropriate forms of interaction and decision making
 Helps to provide a cohesive identity for the diverse
individuals and groups throughout the organisation
Engage employees in the marketing strategies and branding exercises

 Level of formality / bureaucracy
 Individual or team bias
 Level of status or hierarchy
 Level of emphasis on the customer
 Attitudes to mistakes or problem solving
 Level of emphasis on risk taking and experimentation
 Level of interest on individual needs or feelings
 Level of emphasis on continual learning

Overarching
Group / Team
Employee

Level 3: Values - Ideals
(Clear and concise , behaviourally defined?)
Level 2: Conformity – Group Norms
(Systems and structures, recruitment,
performance management, forms and processes)
Level 1: Self-centred – Reward/Punishment
(Rewards, behaviours, feedback)

Overarching

Overarching
Group / Team

Overarching
Group / Team
Employee

Why
How
What

 Recognises the three elements required to enable an
organisation to operate at its highest ability
 It provides a basis for understanding the way in which people
interact with each other and with organisations and brands,
particularly in the formation of cultures and communities

 The single purpose, cause or belief that serves as the unifying, driving
and inspiring force for organisations [or individuals]
 For an organisation, theWhy inspires the products, services, marketing,
culture, hiring profile and partnerships the organisation makes or
performs
 For an individual, theWhy guides the ideal such as finding a job you love,
maintaining friends you trust and buying the brands to which you’re
most loyal
Linking the ideals of the individual to the aspirations of the organisation is
bringing values, branding and culture together for both the organisation
and individuals = insider marketing

 The guiding principles or actions an organisation [or individual] takes to
bring to life theWhy
 Hows - are actions to be performed
 Strategies

 The results of actions taken to bring theWhy to life
 Everything tangible that an organisation says or does.
 Everything outsiders can see, hear or experience, e.g. products, services,
partnerships, marketing, etc.
 Tactics

Insider
marketing
External
marketing
Brand
Values
Culture
Strategy and
tactics

 Identify where you are now
 Identify what needs to be addressed
 Get the framework in place
 Address relevant elements
 Question the base line to branding = culture
 Adopt an experiential approach

 Create actions that align with outcomes desired through
the preferred culture/values/brand
 Positively focus people on these experiences - leads to
different perceptions being formed
 Reflect on the values involved
 Actively involve people in further decisions which create
other outcomes desired for the culture/values/brand

Shared understanding of brand /values/culture result from
 Actions and behaviours
 Plan and implement actions that lead to outcomes desired for the
brand/values /culture
 New Expectations
 Show events that are supportive of the brand/values /culture
 Perceptions
 People form perceptions about experiences resulting from these actions
 Impact on the brand/values /culture
 Communicate and reinforce desired changes associated with the perceptions
formed
 Decisions
 Involve people in decisions that lead to further actions

Successful organisational branding cannot be
purely aspirational it must also be built on
what the organisation is capable of
delivering.

 Lean Management
 Clear expression of vision/engagement of employees
 Authentic Leadership
 A clear vision from the organisation’s senior leaders as
to who they are and who they wish to be
 Adaptive Leadership
 An articulation of the brand
 Employee Commitment
 Feedback, from a broad cross-section of current
employees

 Increased employee retention
 Increased level of staff engagement
 Minimised loss of talent
 Increased willingness of staff to commit their
“discretionary effort” to the organisation
 Increased interest in wanting to join your organisation
 Be employer of choice

Insider marketing - Wayne Turner

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