MYC - Marketing Strategy

The MyCentre long term Marketing Strategy is to build brand awareness through leveraging strengths, points of differentiation and community needs in the direct marketplace. The incorporation of culture, people, services and partnerships will provide a platform for launching promotions, community presence, membership, recurring revenue/sustainability and online marketing presence.

The MyCentre Marketing Strategy includes:

where, how and when our products/services will be promoted

Shopping Centres, Schools, Local Businesses, Councils, VIP/Loyalty programs, Local newspapers/free editorials, Youth Service networks/providers, Co-branding Marketing promotions will all be used. Promotions and Campaigns will, from time to time, run simultaneously in order to saturate the marketplace, across various strategically aligned services.

what type of printed materials we will create

Printed materials include: local mail drop off, pamphlets, Launch flyers, Services flyers, sponsor’s pack, membership pack, VIP referral pack, business cards, compliment slips and letterheads.

our website or online presence

Investing in Search Engine Optimisation (SEO), secure website hosting, links to youth and relevant sites.

how we will measure the success of our marketing strategy and various promotions

All Marketing revenue invested will be linked to budgets and Excel project calculators, to measure costs and Return on Investment (ROI). Various campaigns can provide the opportunity to receive feedback via surveys, to measure success of the service promotion and also provide ongoing improvement for future promotions.

how pricing will encourage sales

Pricing strategies include selling in bulk, scalable volume based pricing model – based on number of memberships within a family, and a referral bonuses/points/loyalty program. Discounts will be offered where payments are made in advance.

SWOT Analysis for MyCentre

Strengths (advantages the business can exploit)

Superior customer service through understanding the needs of the community and having community management & representation; feedback/surveys for continuous improvement; accessibility to public transport and availability (530am – 9pm, 7day/week); accessible large database of volunteers.
Volunteer support – the ability to engage free services to create & circulate flyers/mail drop-offs.
Innovative edge – complete facilities available on one site ; Women’s focus; engaging & leveraging on external partners to compliment services; accessible location; Programs- lecture theatre to host community leaders/ events, Youth learning, Computer Lab, School Holiday Programs; Leverage off IISNA’s database to add value to community services; Engagement of sponsors to reduce crime rate in community.
Unique products – ability to sell membership services in bulk with direct debit, create affiliations and partnership agreements with community organisations.

Weaknesses (areas of the business that need to be acted on)

Training – no consistent staff/volunteer training strategy to align to marketing.
Technology – financial systems are required to provide information at service/support staff’s fingertips, integrated business tools/software, databases, booking registers, performance management tools.
Engagement of internal PR & Marketing team to drive ongoing recurring revenue model.
Launch - Lack of Sponsors & Community engagement/awareness.
Lack of strong affiliations with councils and legal entities / relationship engagement where branding is not supported
Recurring & sustainable revenue/membership model is not promoted.

Opportunities (areas that can be built on)

Penetrate current gaps in the market & local community.
Packaging Memberships - affordability for membership & use of venue value propositions. Pay in advance and save % discount. Bulk selling to families (2+ children, 3+ children, 2 adults & 2 children packages). Identify Platinum, Gold and Silver Packages and promote online, at front reception, local shopping centres and school newsletters to penetrate various distribution channels.
Well delivered marketing plan targeting under-privileged youth, links/presence to family & youth sites Employment/training/ work experience within the community / understanding of specific community needs.
Focused promotion - One stop shop model of services and service offerings.
After high school programs (targeting schools in 3-5km radius of MyCentre).
Strong online presence - Website that allows for discussion forums/chat/support line/membership applications.
Marketing campaigns sponsored by local business & council (co-branding advertising both online and in print).
Promote decreasing crime rate in community – favourable meeting centre for youth.
Free Advertising/editorials (community & business broadcasts)– increase profile of MyCentre.
Create a VIP Reward/Loyalty program for referrals (bonus points for referrals that can be used within the centre).

Strategies using strengths to address opportunities (ways to take advantage of business strengths)

Promoting superior services to attract competitors’ customers through online promotion and local media/newspaper editorials.
Promote Not for profit organisation - represents reduced fees.
Measure marketing plan performance & evolution – review competitors’ marketing strategy/research – websites, media, mail drops, editorials, shopping centres, schools.
Contact local schools – school newsletter broadcasts, school committee, offering specials/promotions/tutoring.
Marketing appealing to dual audience = family and youth.
Building relationships/sponsorship/promotion of events.
Surveying/understanding topical needs of community & engaging high profile speakers/representatives.
Promote Relationships with councils, Crime Stoppers, Neighbourhood Watch, Vic Police.
Marketing, broadcasting mediums (online and print) to advise of achievements.
Build relationships/referral and introduction to councillors, meet with publicists for local papers for editorials.

Strategies to reverse weaknesses to address opportunities (ways to ensure weaknesses don’t hamper opportunities)

Measure & improve the benchmark for customer services, through feedback surveys (to be designed and rolled out to measure specific performance).
Strategic marketing to receive more donations, sponsorship to reduce fees.
Engage external support from relevant specialists – based on the business model and marketing strategy desired results.
Extend representation from MyCentre to be an active part of relevant council meeting groups and broadcast this position further to emphasise credibility.
Engage external PR & communications experts to build extended marketing strategies and work with internal representation from MyCentre.

Threats (external issues that could affect the success of the business)

Decrease in consumer demand.
Sudden increase in costs.
Credibility/representation of MyCentre Marketing campaigns not being accepted as favourable.
PR & communication (internal & external media) lacking consistent messages within the community.
Receiving media focus for the ‘wrong’ reasons.
Re-investment of funding by sponsors / donations / council support ceases due to marketing gaps.
Evolving marketing strategy does not create recurring funding/membership engagement.
Launch timeline may be delayed.
Ensure engagement of a highly skilled marketing team.
Integration of technology is not meeting the demands of the business Marketing Strategy and desired revenue outcomes.
Delays in Marketing plan rollout & measurement of ROI.
People & performance/organisational structure support teams – engagement of volunteers with inconsistency of inductions may compromise marketing service delivery.
Ongoing research & development plan not aligned to marketing strategy – risk is the loss of opportunity through not evolving innovative and competitive marketing to always maintain the leadership service of competitors and the marketplace.

Strategies to counter threats with strengths

Launching new products/services to revitalise consumer demand.
Continuous research of competitors and awareness of their business successes.
Defined and accurate budget forecasts and tracking of spending through reporting.
Ensure the establishment of a constitution for management/accountability/transparency for Marketing Plan sign-off by PR & Communications Team, including determining who has voting rights.
Market campaigns to engage new sponsors.
IT (systems, website and SEO) and marketing have transparency and regular meetings to ensure marketing strategies and internal IT are aligned.
Build induction packs and on-going training updates for all volunteers, as well as internal staff.

Strategies to fix vulnerabilities

Utilising new technologies or social media to reach potential customers.
Adapting green practices to minimise costs/reduce environmental footprint.

The MyCentre Marketing Strategy includes:

SWOT Analysis for MyCentre

Donation Details

Project Time Frame