Marketing and Communication

Agenda Session 1 Look at who we are and what we do and how we do it RoadTek brand and marketing RoadTek in everything you do Discuss who our stakeholders are and how we communicate with them Increase your understanding of good practice for communication and marketing Session 2 Develop the marketing and comms for your TTMIB project

Who we are…. The RoadTek comms team Elizabeth Gehde Linda MacDonald Cassie Lahey Sacha La Roche Katie Henderson Wendy Hansen (part-time)

What we do… What do you think is the role of the comms unit? Marketing and communication – what’s the difference? What have you seen from the marketing and comms area?

What we do… Our role in the business is to: manage, promote and maintain the RoadTek brand clearly communicate internally with staff provide advice on marketing and communication deliver marketing and communication tactics (design, writing articles)

Comms team - How do we do it? Our role in the business is to: Brand Management – in both our marketing and communication activities, branding is also an important consideration. Marketing - marketing materials can include posters, fact sheets, brochures and promotional items Communication - channels vary from Highway21 and breaking news to fact sheets and roadshows

What is a brand? BRAND

Popular brands

Think of a popular brand 1) Write down what that brand means to you 2) Now write down everything you know about one of those brands 3) Now write down all the places that come into contact with that one brand BRAND

The RoadTek brand

What is a marketing? What are the benefits of marketing? MARKETING

What is communication? Marketing is made up of the 4 principles of the marketing mix (4Ps): Product – what is it, design, label Price – how much is it, how does this compare to competition Place – how do you get it to the customer Promotion – how does the customer hear about it It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research. Marketing is about creating a need and providing the solution!

ACTIVITY How would you market RoadTek?

What is a communication? What are the benefits of communication? COMMUNICATION

What is communication? Communication is the process of transferring information from a sender to a receiver with the use of a medium or channel in which the communicated information is understood by both sender and receiver. Communication aims to achieve 4 things: Inform Educate Persuade Create action

What makes up an interaction? SenderReceiver Message shapers Message What is communication?

What makes up an interaction? What is communication? Sender Receiver Message shapers Message Context Channel Tone and body language Frequency Receiver’s own interests and values Receiver’s ability to input/feedback Relationship between sender and receiver

What is communication? How you look, what you say and how you say it makes an impression…

Five steps to planning communication Why am I communicating? Who am I communicating to? What message do I want to send / information do I want to impart How should I communicate? When is the best time to communicate?

Who am I communicating to? How will I make my content relevant to my audience? What information will be important to them? How much do they know already? Why do/should they care about what I have to say? What feedback mechanism will I give the audience? What commitment can I give to act on feedback? Make sure you answer the WIFFIM…. Whats in it for me?

Key messages Why use them? Key messages are broad themes woven into verbal and written communication They are supported by facts, examples, anecdotes, explanation and/or policies Key messages provide consistency and, through repetition, ensure you are understood. How do you use them? Key messages should be used as the ‘building blocks’ for communication. While new information and supporting facts can be added to address emerging issues, the repetitive delivery and consistency of agreed key messages is essential to ensure understanding. How do you develop them? If there are only three things you want your audience to remember about your project/issue etc, what are they?

What is a organisational communication? Organisational communication

Organisational Communication 1) Employees receive relevant information and messages: - which are timely - which help them do their jobs efficiently - which helps them understand how their job contributes to the purpose and direction of RoadTek and Main Roads - which maintain a sense of belonging and trust through positive recognition - which help them anticipate and understand the impact of change at an individual and work level - from people they regard as being in positions of leadership and influence - through communication channels to which they have easy/ timely access. 2) Employees can access more information if they choose to do so via easily accessible channels. 3) Employees have access to feedback and feel confident to ask questions. 4) Comms guides the way employees communicate with each other across the business

Highway21

Integrated marketing communication Our reputation is formed by Planned messages Unplanned messages Service messages Product messages

Planned messages

Unplanned messages

“ RoadTek’s management of OHS was outstanding with zero injuries for the entire duration of the project” “RoadTek’s management of sub-contractors was outstanding” “We are more than keen to deal with RoadTek again” Service messages

Product messages

RoadTek’s strategic direction Who are your target audience? Who are your stakeholders?

Our audiences and stakeholders Staff – Works & Resource Managers, PHS, supervisors Districts Main Roads Community Suppliers

Our customers and stakeholders Our positioning statement…. To be the civil works and services provider of choice Choice. This means customers choosing us. Customers will choose (or not choose) us for a number of reasons.

Marketing tactics send obvious messages ie advertising Real messages happen below the surface: service, product delivery, staff Our Vision: stabilises and guides all messages How it all fits – strategy and IMC

Your TTMIB projects Complete the checklist for your TTMIB project Develop the key messages for your project Develop target audiences and stakeholders for your project? Review and select the most appropriate the communication channels available