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.

Strategic marketing

  • Collate and review all relevant marketing plans, processes and systems.
  • Prepare an inventory of all key events and activities.

Brand management

  • Collate and review all relevant plans, processes and systems.
  • Link with relevant internal working groups.

Stage 2 - Plan

Strategic marketing

  • 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.

Brand management

  • 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

Strategic marketing

  • 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.

Brand management

  • 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

Strategic marketing

  • 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.

Brand management

  • 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.