Download Marketing Plan DRAFT - Australian Business and Management

Marketing Plan DRAFT
Page 1 of 18
Summary
ABMN has experienced mild growth in its membership base, but a higher than average
renewal of memberships. Training products and services experienced a better than expected
growth in 2014. This is partly and directly attributable to a range of targeted marketing
strategies and activities, focusing on face-to-face marketing activities, such as networking and
attendance at events and conventions.
The addition of the Quality Auditing training products and consulting services also resulted in
slightly higher returns, although more research is needed to better understand customer and
market needs.
In 2015, ABMN will continue to increase brand awareness to non-members, provide more
value to existing members,
and will also take advantage of a range of promotional activities via online marketing
channels and forums through a targeted e-marketing strategy, that will present little to no
cost to the organisation.
The release of ABMN’s Strategic Plan for 2015 to 2018 will also have a significant impact on
the direction and focus of marketing activities for the coming year. The Strategic Plan has also
been included in the document (see below) to show the link between marketing activities and
overall strategic goals.
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The Future of ABMN
Vision statement
Setting the global standard for business excellence and innovation
Mission statement
To be integral to the business success of ABMN members through the provision of exceptional
services, support and advice.
Strategic goals and objectives
Goals
Objectives
1. To be recognised as industry
Develop innovative solutions that reduce overall
leaders in service delivery
ABMN operating costs by 10% within 12 months.
Complete best practice assessments and make
improvement recommendations on all operations
services within 12 months.
Set up a knowledge database and train all
applicable staff i
n its operation within 6 months.
Implement an emerging practices/technologies
practice within operations within 3 months.
2. Membership growth
Increase active membership by 10% per year.
Build on relationships with existing members, by
completing 20 in-depth customer surveys/month
amongst ABMN’s top 500 clients.
Increase market share within 12 months in each
product by:
Training
10%
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Goals
Objectives
Marketing
10%
HR Consulting
10%
Events
10%
Expand into international markets by signing at
least 2 new partnership contracts with overseas
affiliates within 12 months.
3. Increase customer satisfaction
Add 1 new/improved product / service to each
product category within 6 months.
Improve internal processes implementing the
findings from quality audits, to reduce noncompliance by 20% within 6 months.
Build on
relationships with existing members, by completing
20 in-depth customer surveys/month amongst
ABMN’s top 500 clients.
4. Recognised as employer of
Improve internal processes implementing the
choice
findings from quality audits, to reduce noncompliance’s by 20% within 6 months.
Complete best practice assessments and make
improvement recommendations on all operations
services within 12 months.
Improve staff retention by 25% reduction in staff
turnover.
Achieve ISO14000 accreditation as an
environmentally-friendly/sustainable practice
organisation within 12 months.
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SWOT. Analysis
Strengths
One-stop shop
One of the largest professional networks in
Australia
Reputable and trusted
Offer range of specialist services
Multiple marketing channels (online, f2f, email,
web, print)
Wealth of knowledge and experience in HR,
Marketing and Small Business
Innovative and responsive
Low overheads
Membership features (unique)
Value for money
Loyal membership base
Traditional/solid/respectable image
Sustainable work practices
Weaknesses
Average customer service
Lack of gravitas
Lack of knowledge in international
business
Lack of market research / information
Ad-hoc approach to marketing
Internal systems and processes
Lack
Opportunities
Innovation
Expanding NBN
Potential markets:
Threats
Competitors
Economic downturn
Staff turnover
Change in client preferences (selflearners)
Decrease in consumer demand
Competitors offering student m’ships
Competitors offering f2f training / short
courses
Free online education, tutorials, training
videos, etc.
Online resources, such as articles and
blogs providing expert advice for free
Govt. advice/support agencies
Specialised professional associations

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International business
Expanding NBN
Regional development
Sole traders / partnerships
Small business
Multinational
Government/public entities
Students
Academics
Website development
Govt. education funding
Align with govt to deliver training
Micro-business / sole trader advice and support
Continued HE and TAFE funding/HECS
of integration between departments
Outsourcing of services
Lack of customer perception
High staff turnover
Technology-dependant
Limited membership types
Ineffective website
Lack of promotion / reliance on word of
mouth, networking events to obtain new
members
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Our products and services
Membership
ABMN offers two levels of membership: Individual and Corporate. Aside from having access
to one of the largest networking communities in Australia, membership offers a range of other
benefits, such as free and discounted training, support and advice, as well as access to
ABMN’s exclusive monthly eNewsletter and eBulletin, providing insight into new and emerging
practices in members’ industries and professions.
Training Products
ABMN offers both face to face and online training products, designed to meet the needs of
busy professionals. One-day, face to face training products are held at either the Melbourne or
Sydney offices, and focus on providing essential and specialised skills to professionals, as well
as introductory knowledge on various operational aspects of a business. Webinars run for
approximately two hours, and designed to ensure the professional stays current and informed
on trends and emerging practices in their profession.
ABMN currently positions its training products for two distinct markets:
Professionals
Professionals (including salaried workers working in small, medium and large corporations, as
well as contractors and consultants) working in HR, Marketing or QA Management who
upgrade their skills regularly to stay informed and current about new and emerging principles
and practices in their profession.
Small business owners
Small business owners and managers that want to understand the fundamentals of HR,
Marketing and QA Management so they can manage these functions in their small business.
Training products are closely aligned with the needs of employers and industry, and ABMN
conducts regular surveys with various employers to ensure we are providing the right skills to
meet the training and development needs organisations.
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Consultancy Services
ABMN recognises that industry and employer needs are constantly changing. Given this
evolving business environment, ABMN acknowledges that its member and customers may
require ad-hoc support and advice. ABMN’s consultancy services are designed to provide
members with ongoing advice and support as needed, specifically in the areas of:

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HR Management
Marketing
Quality Auditing
Small Business.
HR Management
ABMN provides advice, support and consulting on a range of HR/Management functions,
including:
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Recruitment and Induction
Workforce planning
Remuneration and staff retention
Separation and termination
360 profiling.
Marketing
Our Marketing Team uses their extensive knowledge and experience to assist members to
expand their customer base, focus on their target markets and ultimately to achieve a greater
return through tried and tested marketing activities. ABMN can assist marketing professionals
to:



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Undertake segmentation to identify their target market
Conduct focused market research
Develop marketing plans
Undertake marketing audits
Quality Auditing
The QA team provides exceptional auditing assistance and advice to support the needs of its
members working within a QA framework. ABMN’s certified quality auditors can assist with:

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Internal Audit planning
Assurance mapping
Developing QA performance measures
Implementing a Total Quality Management (TQM) system
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
ISO 9001 Compliance
Small Business Advisory Service
Micro and small business represents the majority of businesses in Australia. ABMN provides a
range of specialist knowledge and advice for those working as sole traders and small business,
including:
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
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

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Business planning
Marketing and sales
Bookkeeping and financial management
Recruiting and managing staff
Website and promotions
Legal
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Pricing Structure
Service
NonMembers
Membership
Training
Products:

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$500 Per Day
$80 per webinar
Courses
Library
Resources
Webinars
Blogs
Individual
Corporate (11+)
$300 per year
$3000 per year
2 free courses per
year
20 free courses per
year
Unlimited access to
Library and
Resources
Unlimited access to
Library and Resources
10% training
discount
10% training discount
Free webinars
Free webinars
Consulting
Services:

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1 free consultation
(up to 2 hours) then
$200 per hour
5 free consultations
(up to 8 hours) then
$200 per hour
Dependent on
the event
Free award night
5 conference
delegates free award
night and annual
conference
HR Management
Marketing
Quality Auditing
Small Business
Events and
Conferences:
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$250 per hour
Event discounts
News:
On request

Weekly eBulletin

Event discounts
Breakfasts
Conferences
Seminars
Awards night
Monthly
Newsletter
Weekly eBulletin
Electronic + 1
printed copy (upon
request)
Weekly e-Bulletin
Electronic + 5 printed
copies (upon request)
Weekly e-Bulletin
(extra upon request)
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Our customers
[Is this still relevant? Need to review for 2015]
The current customer base consists mainly of individual members, typically made up of
professionals and managers
working in various industries, as well as corporate members concentrated in larger
corporations, who have head offices located in the major cities.
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Our competitors
[Is this still relevant? Need to review for 2015]
ABMN is a relatively new player in the market, where some competitors have been operating
for over 70 years and have therefore established a presence and a high recognition profile.
The main competitor in the business services membership space is the Australian Institute of
Management (AIM). AIM is recognised within the Australian business community as the leader
in the business services market. There are several other smaller competitors, offering
specialised services and advice. Some operating from outside of Australia, and slowly making
inroads into the Australian market.
Competitor
Market
share
(%)
Value to customers
Australian Institute of
Management (AIM)
(www.aim.com.au)
58%
Cheap rates for all AIM courses,
qualifications, events, consulting and
research services
The Institute of Internal Auditors
(www.iia.org.au)
63%
Specialist training, advice and support in QA
and ISO 9001 compliance
Professionals Australia
18%
Discouted provision of financial planning,
(www.professionalsaustralia.org.a
marketing updates, member advantage
u)
programs
Australian Human Resources
Institute (www.ahri.com.au)
82%
Specialised human resources training,
conferences and networking
Australian Marketing Institute
79%
Speacialised markerting training and events
(www.ami.org.au)
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Environmental/industry analysis
[Is this still relevant? Need to review for 2015]
Market research performed on our behalf for 2013/14 by DBB Marketing detailed that the
business market has experienced a re-bound in growth during the year, following a slump in
2011/12 when global activity was subdued. However, corporations are experiencing a more
discerning consumer, who is using their discrctionary spending to reward organisations that
are demonstrating triple bottom line strategies. The triple bottom line requires organisations to
be economically profitable, deliver products and services in an environmentally sustainable
way and to place emphasis on contributing socially to the community from where the
organisation derives its profits. A more sophisticated social media is driving a commitment
from organisations to demonstrate social, environmental and economic responsibility.
As a consequence ABMN needs to now direct its approach to the market in this new context,
while still maintaining the cost constraints and growth strategies that are already tasked in the
business. The rewards for positioning the
business in this market context will be significant over slower moving competitors who are
hamstrung with an old, less flexible and more resource intensive model. Thisa model will also
act as a notable product differentiator for the push into the international market, where these
pressures are beginning to come into play.
The Market
Total market
The total market consists of Australian businesses and professionals.
There are currently over 2 million companies operating in Australia, including government
entities.
ABMN’s current active memberships is almost 850,000, consisting of individuals (professionals)
and businesses (Australian). This figure represents approximately 40% of market share in our
industry sector.
Target markets
[Awaiting data]
Market position
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[Awaiting data]
Unique selling position
ABMN is the only business service that offers specialised advice and support to industry
professionals in the areas of HR, Marketing , Quality Auditing and small business. ABMN is also
the only business service that offers its services in an online environment, in addition to faceto-face and phone
support. This includes consultation and training, as well as resources. This has the following
benefits for clients:

Ready access to services

Convenience for the client

Access to most services 24/7
ABMN is a competitive player in the business services industry, filling around 22% of the
served market space. We maintain competitive advantage through the following features:

‘One-stop shop’, offering a range of specialised business services

Focus on specialised functions and operations within the business, (HR, marketing,
etc.) regardless of business type or size

Set apart from competitors that specialise in only one area of business
(management or marketing or human resources)

Ideal for micro- and small business owners who require specialised knowledge and
advice on occasion, and not willing or ready to hire permanent employees to
manage these specialised areas of the business.
Marketing mix
[Awaiting data]
Anticipated demand
[Awaiting data]
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Marketing strategy
As electronic advertising and marketing presents a lower cost to ABMN over traditional forms
of marketing, and has shown to product a higher return, ABMN will focus much of its
marketing activities on relevant online and social media platforms, as well as attracting visitors
to the website.
ABMN will continue to expand their social media presence and increase consumer awareness
through non-direct marketing and promotional activities. ABMN will also use social media to
collect data that will enable ABMN to gain a greater insight and understanding into our
customers’ needs, interests and wants.
Marketing objectives
The following marketing objectives have been developed for the next 12 months, based on
ABMN’s Strategic Plan and SWOT analysis:
1. Increase active corporate membership by 10% annually.
2. Increase active individual membership by 10% annually.
3. Build on relationships with active members, by completing 20 in-depth customer
surveys/month among ABMN’s top 500 members.
4. Increase market share for each our of products to 50% within 12 months.
5. Identify new membership types based on market research within 3 months.
6. To expand into international markets by signing at least 2 new partnership
contracts with overseas affiliates within 12 months.
7. Identify and add 1 new/improved product/service within 6 months.
ABMN Marketing budget
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Australian Business and Management Network Marketing Plan 2015
Media strategy 2015
[To update for 2015]
Page 15 of 18
Australian Business and Management Network Marketing Plan 2015
Appendix 1 – Marketing Results 2014
Marketing Activity
Cost
Expected Outcome
Actual Outcome
Annual Conference
$12,000
Raise awareness of product and
7% increase in use of products and

Held in Sydney
service offerings
services in 3 months following

400 attendees
Increase in products and services
conference
utilised by members
Business breakfasts

6 in total

Held in Sydney, Melbourne,
Brisbane

$1,000 per breakfast
Increase in new members
2% increase in individual
(relies on paying
Improved networking among
memberships as a direct result of
attendees to make it
members
attendance at the business breakfasts
cost effective)
Available to non-members at a
cost
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Australian Business and Management Network Marketing Plan 2015
Marketing Activity
Cost
Expected Outcome
Actual Outcome
Seminars focusing on consulting services
$1,500 per seminar
Raise awareness of consulting
Awareness of consulting services
such as HR, Marketing and Small
(relies on paying
services offered
offered increase by 12% according to
Business
attendees to make it
Increase in use of consulting services
member survey
Increase in new members
No noticeable increase in use of
cost effective)

1 per month

Held in Melbourne and Sydney
consulting services following
x3 each, Brisbane x2, NT, WA,
seminars
Tasmania and SA x1 each
2% increase in corporate
memberships following the seminars
in Melbourne and Sydney
Free webinar (promotional costs only)
$150 per webinar
Increase in new members
4% increase in membership sales
Increase in participation in future
following webinar
webinars
No noticeable increase in future
participation in webinars
Promotional mail out (1 per quarter)

Non-member promotions
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Targetting approx. 2,5000 non-
$1,250 (postage)
$1,250 (printing)
Increase in new members
Average of 8% increase in individual
memberships per quarter
members
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Australian Business and Management Network Marketing Plan 2015
Marketing Activity
Cost
Expected Outcome
Actual Outcome
Free training (promotional costs only)
$150 per training
Increase in new members
1% increase in membership sales
session
Increase in participation in future
following training
training
4% increase in participation in future

Need attendance of at least 4
non-members to cover running
costs
Membership discount for new members
training programs
$500
Increase in new members
5% increase in corporate
(promotional costs only using print and
memberships
online advertising)
2% increase in individual
memberships
Attendance at Small Business
$500 per convention
Convention
Increase in new members
No noticeable increase in new
Raised awareness of ABMN and our
memberships
prodcuts and services
Increaseed awareness of ABMN
products and services
Advertising in professional publications
$250 per month
Increase in new members
7% increase in corporate members
(Business Weekly) or newspapers (The
Age)
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