Voice and Visibility Making yourself heard Steve Woolley Head of - PowerPoint PPT Presentation

Voice and Visibility Making yourself heard Steve Woolley Head of External Affairs

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Speaking up for the profession  Who are you?  What is your role?  Who are your stakeholders?  What do you want of them?  What do they want?  What should you say to them? — When? — How?

Towards a strategy Corporate Objectives & Principles

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Mission and Objectives To develop the profession and those who work within it for the benefit of the economy and society • To significantly increase the number and variety of marketing Professionals supported by and engaging with CIM • To represent the marketing Profession delivering thought leadership, professional development and an authoritative voice • To be recognised by Business as the ‘first port of call’ for improved performance through enhanced marketing capability and embedded best practice • To be the champion of responsible marketing practice and the trusted voice for the Public as consumers

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Brand

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Principles – building a strategy  Support corporate objectives  Live the brand  Practical focus - don’t over-think it  Joined-up across the organisation

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Principles – EA delivery  Current — what we say is up-to date & relevant  Clear — the message is explicit and uncluttered  Cogent — well targeted and persuasive  Consistent — Coherent brand with consistent messages

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Components Strategy Plan Process    Delivery Overall mandate Who & how to engage / what to do   Partner / in house mix Who – broad groups to engage  When to engage  Internal / partner relationships  Why – objectives  Who will lead  Joined-up planning  Proposition / offer  Budgets  Joined up delivery  What to say – Key messages  Monitor & Review

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Making it work Strategy - Mandate - Who - Why - Proposition - What to say Plan Review - How & What - When - Who leads Process - Budget Monitor Deliver

Strategy

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 CIM’s mandate sets the broad objectives Brand Brand To To CIM CIM Royal Royal CIM CIM Corporate Corporate vision, vision, deliver, deliver, mandate mandate Charter Charter mission mission objectives objectives role & role & CIM must CIM must values values engage engage And calls for an external voice

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Who to engage – target groups CI M’s mandate sets out Key actors  Marketing profession  Government  Business  Partner bodies  Public

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Why engage a target  Don’t engage without a reason and an offer — Resource is precious — Reputation and brand are vital assets This means  For each target, need — Clear engagement objectives — Clear offer / proposition (what’s in it for them?)

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Setting objectives and offer Need:  Consistent approach to decisions — Maintain focus on corporate objectives — Unified and coherent voice across CIM — Protect brand  Framework to guide: — Planning ahead — Tactical response to issues and new targets Points to a simple model ……………

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Do we Engage? – decision model For a target / topic: CIM engaging / taking a position will further corporate, comms or PR objectives CIM Objectives ★ Audience CIM offers unique / CIM objectives align CIM Offer Objectives distinct perspective or with expertise. interests/ objectives of the target

Key target: Government Strategy

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Who - not one group Ministers Civil service Parliament/ Assembly

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Who - detail  UK Parliament — MPs and Lords  The Executive — Ministers — Civil service — NDPBs & Agencies  Devolved administrations — Ministers — Civil service — Assembly / Parliament members  Local authorities

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Engagement model For a target / topic: CIM engaging / taking a position will further corporate, comms or PR objectives CIM Objectives ★ Audience CIM offers unique / CIM objectives align CIM Offer Objectives distinct perspective or with expertise. interests/ objectives of the target

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 CIM Objectives Seen as go-to Seen as go-to Champion of Champion of place for place for responsible responsible CIM Corporate Represent the Represent the improved improved marketing & marketing & Profession Profession business business trusted trusted performance performance consumer voice consumer voice Gov’t decisions Gov’t decisions consider how consider how Government Key decision-makers Key decision-makers Influence relevant Influence relevant responsible responsible specific gov’t policy in a gov’t policy in a marketing adds value marketing adds value trust and respect the trust and respect the timely fashion timely fashion & understand & understand marketing profession marketing profession consequences for consequences for marketing marketing To do this - Trusted advisor to government and Trusted advisor to government and Recognised as opinion leader and Recognised as opinion leader and politicians politicians standard-setter standard-setter must become

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Government’s Objectives  Business Growth — Economic/Region growth Headline policy — SMEs  Skills, Education & Employment  Fair Markets  Consumer Protection Mechanics  Effective Government

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Offer to Government Insight  Insight — Consumer / business relationship — Best practice  Standards - CIM USP Growth — Ethics and consumer focus Good Gov’t — Effective and fair competition — ‘Brand Britain’  Skills Skills Standards — Adding value to business and government — Uniquely employer-led, flexible offer

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 The criteria together CI M Objectives Gov’t Objectives CI M Offer  Represent profession   Insight Business Growth  Business performance — consumer/business — Economic/Region  Responsible growth — Best Practice marketing/consumer voice — SMEs  Standards  Government  Skills, Education & — Ethics / consumer Understands Employment Marketing — Fair competition   Fair Markets Influence Policy where — ‘Brand Britain’ relevant  Consumer Protection   Policy takes account Skills  Effective Government of marketing — Employer focus  Trusted adviser — Efficiency & growth  Opinion leader

Key target: Government Towards a plan

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Step by step How & When: Who: Offer: Stress test with Set core programme prioritise via Internal Refine Positioning & + engagement stakeholders key messages stakeholder mapping platforms Review impact & outcomes. Finalise programme Implementation feed into ‘strategic cycle’

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 Key audiences Refine and prioritise indicative stakeholder lists List Headings — Ministers — Parliamentarians — Departmental civil service — Government communicators — NDPBs — Regulators /consumer protection — Local Government bodies  In UK and devolved administrations

CI M | VOICE AND VISIBILITY | CIEH | 22 JUNE 2016 CIM Offer Them e Position Key Messages • Marketing adds significant Marketing ROI boosts business growth Economic • Marketing skills are hard skills: part of globally value to UK plc Growth respected UK professional services offer • CIM supporting professionalising gov’t communications Better Effective marketing • Policy making benefits from marketing skills contributes to better, more Government • Marketers bring insights and skills that make gov’t bodies efficient government more effective and efficient • CIM understands what professional skills businesses need Skills Insights CIM has unique insights into from employees – where the gaps are and how to fill them the employability & skills • CIM has an effective model for skills delivery agenda • Regardless professional skills specialism, everyone can benefit from marketing techniques & insights • Customer is at the heart of marketing practice Consumer CIM nurtures a fair and • Sustainable and profitable businesses must also be fair ethical relationship between Protection and ethical consumers & businesses • CIM works with businesses and regulators to spread best practice