2. Engineers Australia Marketing Playbook | 3Introduction
What is a marketing playbook?
Put simply, it is a guide to marketing programs and
campaigns. It gives you the information and resources
to be involved and support their implementation and
success.
Why use this playbook?
Engineers Australia’s Executive Team has a clear vision
for Marketing:
To shape marketing capability to deliver a world-class
customer experience.
Equipping you with everything you need to promote and
support marketing programs not only builds capability,
but puts us on track to deliver a world-class customer
experience. It’s about consistency, coordination and
collaboration.
Consistency
If we all work together, share a common vision, and
stay consistently to our key messages, we have a better
chance of reaching and motivating our audience to
take action.
Taking action might mean renewing membership,
becoming Chartered, attending events or giving back
to the profession. We need to ensure prospective and
existing members are engaged and receptive to what we
have to offer.
Speaking consistently at every level of the organisation
will help achieve this.
Coordination
Timing is everything! The right message, to the right
person, at the right time – heard this expression before?
This playbook encourages us to coordinate and schedule
our programs effectively to avoid cluttering our
messages or diluting each other’s efforts.
In this playbook you’ll be introduced to a new centralised
campaign calendar providing you with a single view
of all marketing campaigns – it’s about creating
transparency for everyone to inform the timing of
everything!
Collaboration
Collaboration is key! There is no doubt we all have
different perspectives and insights to inform our
marketing programs and campaign planning.
In this playbook you’ll learn more about how to
collaborate, provide input and help shape future
marketing programs.
By working together can we deliver a world- class
customer experience!
Who should use this playbook?
If you interact directly with members, plan programs,
execute campaigns and events, then there’s something
in this Playbook for you!
How to use this playbook
The Playbook will be updated as new Game Plans come
into play. Game Plans summarise a marketing strategy
into one or two pages allowing for efficient campaign
execution. They outline the situation, goals, key
messages, tactics and timing, assets, and who to call for
more information. They offer you a simple how-to-guide
allowing you to execute the campaign locally.
Handy tips!
Section Five: Resources and the Glossary contain helpful
definitions and factsheets to guide you through the
campaign process. If there’s something you don’t
understand, try flipping to these last sections, to see if
we’ve answered your question already!
It’s important to return to this Playbook frequently to
see the latest Game Plans in development, in Play, or in
Replay when under review!
The Hub
This Playbook will frequently reference The Hub in
Salesforce. To access it, log in to Salesforce via your web
browser and click on the tab at the top labelled “The
Hub”. Here you will find links to marketing request
forms, your open requests, and other handy resources.
Whenever you submit a request via one of these forms,
a case will be created and delegated to the appropriate
team member in Marketing. Via Salesforce we can track,
report and see all open cases, who and what they’re for.
This will increase visibility of what the Marketing Team
are currently working on, and will allow you to track
where your case is up to. It’s a hub of activity!
Where to find the playbook
The Marketing Playbook is saved in the Library section
of Salesforce. If you don’t have access to Salesforce and
would like a copy of the Playbook, please contact IT
Support to request a log-in.
Spread the word
Don’t forget to introduce the Playbook to your
colleagues – getting everyone on the same page will
strengthen Engineers Australia’s voice.
Playtime
Return to Salesforce regularly to download the latest
version of the Playbook, and go to The Hub tab to find
the marketing request forms.
If you have ideas you’d like to share, don’t wait
for the opportunity to provide input, email
programs@engineersaustralia.org.au
CONTENTS
3. Engineers Australia Marketing Playbook | 4Introduction
Contents
Section One: Marketing explained�����5
What is marketing?��������������������������������������������������������������������������6
Why do we need marketing?�������������������������������������������������������6
Annual planning cycle���������������������������������������������������������������������7
Business-as-usual briefing������������������������������������������������������������7
Who is marketing?����������������������������������������������������������������������������8
Programs ����������������������������������������������������������������������������������������������9
Channels �������������������������������������������������������������������������������������������10
Design ������������������������������������������������������������������������������������������������11
Divisions ��������������������������������������������������������������������������������������������11
Value proposition���������������������������������������������������������������������������12
Whom are we talking to? ����������������������������������������������������������12
What are we offering them? ����������������������������������������������������12
Section Two – The play set���������������� 16
Developing an effective campaign�����������������������������������������17
Planning a campaign �������������������������������������������������������������������17
The Campaign Checklist��������������������������������������������������������������18
Graphic design and print �����������������������������������������������������������19
Executing a campaign �����������������������������������������������������������������21
Campaign Calendar ���������������������������������������������������������������������21
The marketing mix �����������������������������������������������������������������������22
Website ���������������������������������������������������������������������������������������������22
Email and mobile ��������������������������������������������������������������������������23
Social media ������������������������������������������������������������������������������������24
Traditional ����������������������������������������������������������������������������������������25
Content marketing������������������������������������������������������������������������27
What is content marketing? �����������������������������������������������������27
Tips for content marketing �������������������������������������������������������27
Section three: Game plans��������������� 28
What is a game plan? ������������������������������������������������������������������29
What’s in a game plan? ��������������������������������������������������������������29
Why do we need game plans? �������������������������������������������������29
EngQuest ������������������������������������������������������������������������������������������30
Student membership ������������������������������������������������������������������31
study brEAk ��������������������������������������������������������������������������������������32
Careers Expos ����������������������������������������������������������������������������������33
EA Connect ���������������������������������������������������������������������������������������34
Graduate membership ���������������������������������������������������������������35
ENGage ����������������������������������������������������������������������������������������������36
eRenewals ����������������������������������������������������������������������������������������37
myPortal Renewals Competition ��������������������������������������������38
Convention 2014 ���������������������������������������������������������������������������39
Eminent Speaker Series ��������������������������������������������������������������41
Australian Engineering
Excellence Awards ������������������������������������������������������������������������42
Australian Engineering Week ���������������������������������������������������44
Elections ��������������������������������������������������������������������������������������������46
Section four: Rewind and replay������ 47
Why review? ������������������������������������������������������������������������������������48
How to measure success �����������������������������������������������������������48
Objectives �����������������������������������������������������������������������������������������48
The message �����������������������������������������������������������������������������������48
Website ���������������������������������������������������������������������������������������������48
Email and mobile���������������������������������������������������������������������������48
Social media ������������������������������������������������������������������������������������48
Traditional ����������������������������������������������������������������������������������������48
Return on investment �����������������������������������������������������������������49
Optimising future campaigns �������������������������������������������������49
Post implementation review process �����������������������������������49
Share your successes �������������������������������������������������������������������49
Section five: Resources���������������������� 50
Requesting Services: The Hub ��������������������������������������������������51
Factsheet on Copyright Laws����������������������������������������������������52
Factsheet on running a Competition ������������������������������������53
Factsheet on myPortal Renewals Competition�����������������54
Content Guides for Newsletters ���������������������������������������������55
Glossary ���������������������������������������������������������������������������������������������57
4. Engineers Australia Marketing Playbook | 6Section One: Marketing Explained
What is marketing?
Look around and there are many definitions of marketing. As a not-for-profit and peak
body for the engineering profession we are here to promote the engineering profession
and serve our members.
In this context, marketing is the activity, channels and processes for creating,
communicating, and delivering relevant offerings that have value for our members,
prospective members, partners, stakeholders and society. Offerings can include
products such as Chartered, membership categories, services like career development
centre, publications, events, member benefits, networking opportunities – when you
think about it, the list is long!
Marketing is undertaken across the organisation which is why it is so important to
coordinate our efforts to achieve the marketing vision set by Engineers Australia’s
leadership team:
“To shape marketing capability to deliver a world-class
customer experience.”
Why do we need marketing?
If you think about the definition of marketing, we’re all brand ambassadors with the
power to shape our customers’experience. Individually and collectively we have an
opportunity to leave members with a lasting impression, influence their perceptions
and their satisfaction.
Engineers Australia is the trusted voice of the profession. We are the global home for
engineering professionals renowned as leaders in shaping a sustainable world. (Vision
Statement)
Engineers Australia’s strategic priorities focus our marketing effort to ensure we’re
all heading in the same direction and working to achieve a common set of objectives.
After all, the strategic objectives are ultimately designed to strengthen our relationship
with customers and our position as Australia’s peak engineering body for the engineer
profession.
It’s important to become familiar with these objectives and ask yourself whether you
proposed activity will help achieve them.
Engineers Australia’s Strategic Priorities 2014-17
The following seven top-level themes frame our new
strategic plan:
Professional home for life Build our body of knowledge and be
the authority of career development
to every Australian engineering
professional no matter where in the
world they are practicing.
Connectivity and partnership Build a high profile with key
stakeholders and the community.
The definitive voice of the profession Providing trusted and respected
leadership and advocacy for the
profession.
Professional credentials and currency World class engineering education
qualifications and professional
credentials.
International orientation The gateway to international
engineering practice in a global
profession.
Tomorrow’s engineers Creating awareness of the opportunities
in engineering.
Business sustainability A professional approach to business
accountability and performance.
All marketing activity aligns with one or a number of the seven strategic priority areas.
The ‘bigger picture’is the first things we consider before we start planning.
CONTENTS
5. Engineers Australia Marketing Playbook | 9Section One: Marketing Explained
Sharryn Fensom
Program Coordinator
As Program Coordinator, Sharryn
develops and delivers event
campaign programs, focusing on
consistency across the Divisions.
Talk to Sharryn about…
uu Australian Engineering Week
uu Careers Expos
uu Elections
Richard Spreckley
Program Manager, Chartered
Richard’s primary focus is on
the strategic development and
delivery of integrated programs
for Chartered.
Talk to Richard about…
uu Chartered
uu Professional Development Program (PDP)
Pearl Ansley
Program Manager, Membership
Pearl’s primary focus is on the
development and delivery of
campaign programs; collaborating
with project and channel teams to
execute effective digital strategies.
Talk to Pearl about…
uu Membership
uu Corporate
uu Branding
Caitlin Harris
Content Marketing Coordinator
Cait’s focusses are; to grow the
national primary school program,
develop the national electronic
publications, deliver campaign
programs and provide copywriting
support.
Talk to Cait about…
uu EngQuest
uu ENGage
uu study brEAk
uu Copywriting
Stephanie Hawkins
Program Manager, Convention
Steph oversees the marketing for
Convention and other national events
and CPD programs.
Talk to Steph about…
uu Marketing Events and CPD
programs
uu Convention
uu Eminent Speaker Series
uu Excellence Awards
Programs
To manage our marketing portfolio effectively, we
group our activities into Programs. Programs come
about as a result of grouping similar campaigns by
target audience or activity. By creating Programs we
can assign resources and manage activities to ensure
we cover everyone’s priorities. Sometimes this is a
juggling act, but we’re committed to improving it
with your help.
Marketing programs:
uu Schools
uu Tertiary
uu Graduate
uu Membership, Chartered PDP
uu International
uu National events
uu Division events
uu Corporate
Section One: Marketing Explained CONTENTS
6. Engineers Australia Marketing Playbook | 18Section Two: The play set
The Campaign Checklist
The Campaign Checklist is the last step you need to complete before requesting your Marketing Campaign.
Once you have filled in these categories, you can proceed to The Hub on Salesforce to engage Marketing and get your play underway!
Situation
This is the background and justification for your campaign or marketing activity. Your situation analysis should provide a detailed
breakdown of the issues and opportunities facing your area or the organisation. For example, you may be developing a campaign to
articulate the values and benefits of membership, in response to a decline in membership renewal for that financial year in your Division.
Goals
Goals are broad statements of what you hope to achieve with your campaign or marketing activity. They should reflect the organisation’s
strategic objectives and deal with reputation, relationships or tasks. For example, to increase Student membership enrolments.
Objectives
Objectives express exactly what needs to be achieved in a defined timeframe (the SMART model – specific, measurable, achievable,
realistic, timely). They should be precise and measurable statements of what you need to do in order to achieve your goals. For example, to
increase renewal membership by 1% during the month of June.
Considerations
Considerations are potential roadblocks or obstacles that could prevent your campaign from proceeding or being successful. These could
include dependence on other projects, or legal concerns.
Key messages
The suggested messages you use to guide all other content. Marketing will assist you in refining these, but it’s good to have an idea of
what they should be before you start. Your key messages should be specific to your target audience to create awareness, build credibility,
and persuade them to take action. For examples, see the Value Propositions at the end of Section One.
Target Audience
Individuals, groups, cohorts, or demographics to whom we direct our key messages to raise awareness, generate interest and persuade to
take action. For example, engineering graduates or engineering firms.
Strategy
The communication or marketing activity that explains how messages will be delivered to your target audience. For example, to use all
Engineers Australia social media channels to communicate with Graduate Members to encourage their conversion to full membership.
Tactics
The tools, techniques and assets that you will use to implement your strategy and connect with your audience. Assets are any
promotional resource developed or channel used to execute your campaign and communicate with the target audience. Example assets
could be: brochures for Division office, targeted EDMs, and social media posts.
Timeframe This is a timeline for when things need to be done, and a checklist of actions, tasks and responsibilities, including deadlines and ETAs.
Budget
Your budget should detail where spending will be required, how much necessary items will costs, and how much income will be made
from the campaign (such as an event). Items could include website development, printing of promotional materials, expenditure of venue
hire, catering etc.
Measures of
Success
How will you know your campaign has been successful? This is important, as it will inform you as to whether you have achieved your
goals and objectives, and will inform future campaigns. There are different tools you can use to measure your success, for example,
through metrics from Google Analytics, click-through rates on social media activities or ExactTarget, and online advertisements. See
‘Section Four: Rewind and replay’for more ideas and measurement tools.
Stakeholders
You will not need to fill this out as part of the request form, but you should consider who your stakeholders are as part of your own
process. A stakeholder could be an individual, group, or organisation that has an interest in your area and needs to be engaged with the
developments of your campaign or marketing activity.
CONTENTS
7. Engineers Australia Marketing Playbook | 22Section Two: The play set
The marketing mix
Integrated marketing campaigns use different tools
across different channels to deliver a consistent
message. Each tool is used to deliver the same key
message, but in different ways to different audiences.
The mix of tools you select should complement each
other and reinforce the impact of the campaign.
In these sections, we look at the different tools available
via our channels, including a brief description, pros and
cons and handy tips for each.
Website
uu Corporate website
uu Web banners
uu Paid online advertising
Email and mobile
uu eNewsletters
uu Electronic direct mail (EDM)
uu SMS/MMS
Social media
uu Facebook
uu Twitter
uu LinkedIn
uu YouTube
uu Flickr
uu Paid social advertising
Traditional
uu PowerPoint
uu Prezi
uu Promotional
uu Direct Mail
uu Telemarketing
uu Print advertising
uu Outdoor advertising
Website
Corporate website
The home of all information
For many customers the website is their first interaction
with the organisation — so we need to deliver a great
experience!
Customers should be able to find everything they
want to know about Engineers Australia here; whether
it’s news, information or details of an event they saw
advertised.
All marketing must lead customers back to the website
for more information.
The upside
Supports all content types and doesn’t restrict the
amount of information you can share. It is also quick and
easy to create and edit content.
The downside
You have to get the customer to visit the website in the
first place!
uu Do use direct links on digital promotions and
shortened URLs (see bit.ly link in Glossary) and/or QR
codes on printed items to encourage visitation.
uu Don’t forget to update your information. It’s not a
good look to be advertising a competition that has
already closed!
Web banners
Flexible advertisements
Digital banners can be used across many online
channels including websites, email and social media.
They are good tools for raising awareness of a campaign,
and supporting other promotional efforts.
Banner ads can quickly be replaced if needed, so monitor
their effectiveness and change the message if required.
The upside
Digital banners are the most visible form of online
advertising, working 24/7. They can be placed in
webpages or emails to target specific audiences.
The downside
Customers are used to seeing banner ads which makes
it harder for your message to be noticed.
uu Do link the banner to a relevant part of the website
with information that backs up what the ad is
promoting.
uu Don’t use a lot of text on banner ads; a few words
with eye-catching graphics or imagery is more
effective!
Paid online advertising
Online advertising options
Digital banners can be used across many platforms and
can incorporate multimedia to attract customers.
Search advertising offers impressive targeting and
enables ads to be displayed on relevant webpages or
CONTENTS
8. Engineers Australia Marketing Playbook | 29Section Three: Game plans
What is a
game plan?
A Game Plan is a marketing strategy summarised
into a brief overview to enable efficient and effective
execution. It allows anyone to pick up the plan
and execute the activity consistently, using the
recommended key messages, tactics and timing.
Game Plans are often used in sports to explain the
strategy to be activated on field to win the game. Players
can see the bigger picture and understand where they fit
in, and use their tactics and skill to achieve the result.
Game Plans in marketing are similar and particularly
useful when more than one area is responsible for
campaign execution.
What’s in a game plan?
There are a number of key features that are consistent
across all the marketing Game Plans. Here’s an overview
of what you’ll find:
Situation
Here we offer some background about the activity and
explain what it is.
Goals
In this section we explain what we aim to achieve and
the activity’s alignment with the organisation’s strategic
priorities.
EA Strategic Objectives
With which of the organisation’s strategic objectives it is
aligned.
Key messages
What we should be saying consistently to the target
audience.
Tactics timing
This is the how. This feature outlines the tactics most
appropriate to achieve the goals outlined.
Assets
This is a list of what’s been developed to promote the
activity.
Your involvement
Here you’ll find information about how you can be
involved.
Who to contact
This is the key contact within the Marketing Team
accountable for this activity. Go to this person for any
advice, guidance or support you need.
Why do we need game plans?
Greater transparency – you’ll know what’s happening
and when, and how to get involved.
Consistent delivery – you’ll be able to utilise campaign
assets to support the program at a local level.
Build marketing capability – by executing our campaigns
within a proven framework we will build marketing
capability across the board.
CONTENTS
9. Engineers Australia Marketing Playbook | 38Section Three: Game plans
myPortal
Renewals
Competition
Situation
Each year, Engineers Australia conducts a member
renewal campaign. This year, to achieve cost-
efficiencies and streamline the process, an online
eRenewals process has been developed. As an
incentive for members to log in to myPortal and
renew their membership online, they are offered
the chance to win a $5,000 travel voucher.
Goals
uu Motivate members to log in to myPortal, view,
edit and renew their membership.
EA Strategic Objectives
The myPortal Renewals Competition supports
Engineers Australia’s strategic objective:
uu Professional Home for Life
Key message
Renew your membership online for a chance to win
a $5,000 travel voucher.
Tactics and timing
Competition schedule as follows:
8 May Competition opens
30 June Competition closes
16 July Winner announced
For more information and FAQs, please see the Fact
Sheet in Section Five: Resources.
Assets
Asset Purpose Availability and how to use them
Landing page on
Corporate website
Host competition and prize
details, terms and conditions,
and call-to-action to log in and
renew
URL: http://www.engineersaustralia.org.au/renewalscompetition
Digital banners Promote eRenewals and lead
members to landing page
Banners can be used across the Corporate website and Engineers
Australia’s electronic communications (such as Event Alerts and
eNewsletters)
Targeted EDMs Promote competition Message included in eRenewal EDM communications.
Direct mail Promote competition Message included in eRenewal DM communications.
Social media Promote eRenewals and lead
members to landing page
Posts for the national Facebook and Twitter accounts have been
scheduled. To promote via other accounts or social channels contact Lee
Vereschildt.
On-hold messages Promote competition On-hold messages are being managed by Marketing.
Your Involvement
You can promote the competition locally on your Division homepage, eNewsletters and/or Event Alerts. Ensure your
team is aware of the introduction of myPortal and how we are transforming our member experience to deliver world-
class customer service.
Budget
The prize of a $5,000 travel voucher has been donated by Corporate Traveller.
Contact
Pearl Ansley | Program Manager, Membership Ext. 2556
CONTENTS
10. Section Heading Here
Section four
Rewind and replay
We take a step back and look at
measuring the effectiveness of our
game plans.
In section four:
uu We explain importance of reviewing our results
uu We show you how to measure your campaign
success
uu We introduce the post-implementation review
process
uu We explain measuring return on investment
uu We discuss capturing lessons learned
CONTENTS