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 Nigel Wright Kathryn Lunn Nigel has 20 years in sales and marketing roles across Kathryn has extensive experience in supply chain FMCG, Entertainment and Consumer Durables where and logistics management within the retail and he has successfully delivered consumer and business professional services industries. Kathryn will be to business marketing campaigns and new product helping CM with implementing models for launches. Nigel will be leading the marketing planning developing industry relationships. process for CM as part of this assignment. Kate Shier Sivaji Buddhiraju Nick Fournier Kate has 8 years’ experience in finance, Sivaji has over 18 years of consulting experience Nick has over 10 years leadership experience working within a variety of organisations helping various Fortune 500 companies across, UK, and is currently part of the exec team for an including charities, multi-nationals and USA, Australia, Canada and Denmark. international organisation. SMEs. Sivaji is managing the team in delivering agreed Nick has attended CM AGM, the conference Kate has been involved in collating and outcomes of this assignment. and has contributed to stakeholder analysis reviewing current financial activities of and interviews. CM.
Assignment brief Key Challenges/ Issues Proposed Outcomes/Deliverables Small team with no time to innovate A revamped marketing strategy or Limited marketing capacity, ad hoc social media strategy that fits our Limited income capacity Dwindling profits from road-shows and A targeted (social media) awareness conferences raising and donation campaign and how Too much reliance on a few suppliers to launch/run it Difficulty reaching out to Wales and Northern Ireland
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 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? AAC Users (Potential) Family/ Carers Professionals Suppliers Institutions Wider public • Government • Education including Further • • • *Autism (1 in 100 people) Clinical scientists High tech/ Education • • • *Traumatic brain injury Speech high value *NHS • • Multiple sclerosis therapists equipment *1Voice • • • *Dementia (?) Researchers suppliers *Scope Australia • *ISAAC • Other charities e.g. Stroke Assoc • Developmental verbal dyspraxia *Aphasia (376K) • Insurance/ claim • • • MND not ALS in UK Teachers Low tech/ low representatives • • *Intellectual impairment Students value • Lobby Groups • • *Cerebral palsy (1 in 400 Healthcare equipment • Carers and people) workers supplier residences • Parkinson (1 in 500 people) • *Locked-in syndrome * More actively involved
Stakeholder Interviews: Key messages Lack of clear priorities considering limited budget Committed, dedicated people Leadership under pressure as a volunteer Conference seen as number one AAC event in UK Road shows need new format to maintain viability Valued, strong community Website not working for all user groups Series of valued and well attended events nationwide Dependent relationship with suppliers Runs a tight ship, delivering well on a small income Not engaging wider scope of AAC users yet
Value Map High Conference Conference Conference Lobbying Database DVD/videos Social Media Roadshows Q&A, Admin Collaboration Research Study days e.g. 1Voice Projects Journals Membership Value/Impact Arts Awards Ball Fundraising (inc Merchandise) Friday AAC Announcements Forums knowledge E-news Low Loss Net Income generation Profit
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 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 Key Challenges/Issues Impact Improvement of industry relationships Direct impact on fund-raising, sponsorship and access to expertise Improve effectiveness of external events Events not catering to wider stakeholders/AAC users Proposed Initiative to address the issues Outcomes expected for CM Implement strategic marketing plan Improved industry relationships Enhance stakeholder engagement Utilise a form of ARCHSECRET SERVQUAL Broaden fundraising base Goals prioritised model to agree strategic objectives and Resource utility maximised maximise event utility
Approach – Strategic Marketing Planning Process Charitable context – systematic review of changes in operating environment; review of effectiveness of past activities; assessment of current capabilities. Role for CM and stakeholders of external events clarified and SMART objectives defined as part of strategic plan. Source: McDonald & Wilson (2011)
Approach – SERVQUAL ARCHSECRET Models Charities are service providers across multiple stakeholders. Standard SERVQUAL models can measure Communication Matters relationships with professional stakeholders ARCHSECRET model devised by Vaughn Source: Vaughn & Shui (2000) 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 & ongoing 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 of 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 • Improved industry relationships Events Making conference appropriate for wider stakeholders • Enhanced stakeholder engagement Structuring conference to add more value to attendees • Improve road shows and study days • Increased awareness of AAC Customer segmentation Identify customer segments within each stakeholder type Improved service standards & Engagement (AAC users, professionals, suppliers) • Include low technology products/solutions • Extended engagement of AAC users • Promote and communicate Communication Hub Develop centre for expertise, communication hub • Promote research Website accessibility • Goals prioritised Projects Bid writing • Resource utility optimised Adopting project based approach & project funding technology • Governance as enabler Governance CEO • Clarity of roles & responsibilities Leadership focus • Segregation and clarification of duties • Internal communication methods • Promote & encourage a service structure to Trainings Offer training courses for practitioners and public including businesses support the people providing assessment, treatment and rehabilitation • Broaden fundraising base Funding Membership • Review Study Days, Road-shows • Utilise supplier relations • Sponsorship
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