Marketing and brand management
Across the local government sector there are varying definitions of marketing, brand management, public relations, events management and communications with a significant difference in how councils deliver these functions. Corporate image and re-branding is a significant task that needs to be undertaken in line with the key milestones of the amalgamation stages.
For Toolkit purposes, the functions have been separated into: strategic marketing and brand management. Communications including internal and external (including media) and public relations is under a separate function of Communications. Events Management has been included in Community Services.
Additional information and useful materials can be found on the Resources page.
Stage 1 - Review
- Establish working group within a project management framework. Critical paths and/or timelines to be established.
- Collate and review all relevant marketing plans, processes and systems.
- Prepare an inventory of all key events and activities.
- Collate and review all relevant plans, processes and systems.
- Link with relevant internal working groups.
Stage 2 - Plan
- Develop a consolidated strategic marketing plan for the merging councils.
- Commence consolidation and mapping of all current strategies, policy, systems, processes, actions and resources.
- Identify key areas of difference. Determine business unit functions and responsibilities. Identify better practice and service delivery model (in-house / outsourced / combination).
- Commence mapping of staff resources, roles and responsibilities for interim new organisational structure.
- Develop a re-branding strategy, including a community consultation strategy, staff engagement strategy, and resourcing and budget requirements for approval. The 'Resources' list provides a Brand Development Framework (PDF, 340KB).
Stage 3 - Mobilise
- In consultation with stakeholders, finalise the strategic marketing plan with policy and processes.
- Finalise performance metrics.
- Finalise mapping of staff resources, roles and responsibilities for interim organisational structure.
- Where possible, commence mobilisation of employees and resources, employee induction program and systems integration.
- Implement the re-branding strategy including a community consultation strategy and staff engagement strategy.
- Review and implement Commencement Day plan for new brand/logo and commence ordering of new collateral. Staged the roll-out in order of priority re-badging.
- The 'Resources' list provides a Re-branding Checklist (PDF, 177KB). NOTE: not all collateral and signage will be replaced prior to Commencement Day.
- Commence employee and community education campaign for the new logo, tag line (if applicable), image, brand story and brand attributes.
- Escalate approval process for new brand strategy and supporting collateral.
- Determine uniform changeover strategy, in consultation with workplace reform and community development working groups.
Stage 4 - Implement
- Implement consolidated strategic marketing plan with supporting policy and processes.
- Ensure training is delivered to support staff through any process changes.
- Implement staff resources, roles and responsibilities for interim organisational structure.
- Finalise mobilisation of employees and resources, employee induction program and systems integration.
- Continue to implement the re-branding strategy.
- Continue with staged roll-out of new corporate image material.
- Continue community education campaign for the new corporate image.