1. 12th Biennial National Conference Choices that matter: ECI in a new era …
Add your Title here
7-9 September, Melbourne, Australia

2. ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

3. Families used to be allocated to us by the department……
Now they have to find us
…….and decide which of our services (if any) they will take
…..what the?
Where do I start?
ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

4. Key Questions to Help Why? How & Who? What? How Much?
ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

5. Why? With most companies – we spend most of our time here
Not so in your case…
ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

6. How & Who?
I am thankful for to all those who said “no”, it’s because of them that I did it myself
Albert Einstein
A few main options:
Do it yourself
Or get help
Or a combination of the two
Now HOW Much?
ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

7. Is Marketing an investment or a cost?
The Chicken or the Egg?
ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

8. Pro Cons Predictable / accountable income Where do I find the money?
Scalability
Visibility (clients & sponsors)
Online reputation
Client retention
Cons
Where do I find the money?
How do I resource?
Here’s how we resolve this question with may of our clients
Marketing Pros and Cons
ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

9. (The Chicken or the Egg?) Percentage of Total Revenue (PTR)
How Much?
(The Chicken or the Egg?)
Just Ask
Set a Budget
Crux of the challenge that we see many NFPs face……
How much to I spend
How do I set my budget
Who do I work with
Chicken or the Egg – You’ve gotta spend money to make money….
Here’s the main methods…..
Just ask – someone you trust preferably
Just set a budget – on what you can afford
PTR – most favourable method
Percentage of Total Revenue (PTR)
ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

10. What’s the economic value of a long term client?
Take you through setting a budget or the PTR method
A good driver for setting any budget?
ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

11. to hold current position in a competitive environment5%
of revenue
to hold current position
10%
of revenue
to grow
20%
of revenue
in a competitive environment
PTR Method
Who spends 10% on marketing?
Who spends 5%?
Are you in a competitive marketplace?
This is the chicken and or egg you had better figure out ASAP, or adjust if you’ve already done it
ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

12. $2000 per family in a competitive environment
$10,000 Life Time Services 5%
$500 per family spend
10%
$1000 per family to grow
20%
$2000 per family in a competitive environment
A good driver for setting any budget?
ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

13. Specific fundraising campaign Seek a sponsor Staged activity
How do I fund this?
Specific fundraising campaign
Seek a sponsor
Staged activity
Deferred payment (Digital Storytelling Model)
A good driver for setting any budget?
ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

14. What?
Once you’ve figured out how much, or sometimes to help you figure our how much – you need to think about What?
What am I going to do?
What is going to drive potential clients to me?
ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

15. Who has heard of Simon Sinek?
All about the why?
OK for you guys
The how and the what are probably harder questions to answer.
Who’s Phsych?
Why & how – Limbic Brain
What – Neocortex
Much of what we have seen in the space is all Neocortex – All what – not talking to the Limbic Brain
You have the HOW
You have the Why
Now get the what right…..
ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

16. Be Human
Not Clinical
ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

17. The Consumer Journey Awareness Education Validation Sale
ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

18. Omni channel marketing strategy
Integrate your physical assets, website
with your content strategy, video
social media, & CRM
ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

19. Embrace the Brave New World
Mobile First
ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

20. MOBILE 1st 3.1 Average number of connected devices used per person In Australia 65% of all online journeys begin on a smartphone

21. 88%
16-24
94%
25-34
86%
35-44
Most Australian’s with an internet connection go online every day This is true across all ages
83%
45-54
72%
55+

22. VIDEO 30% of Australians watch online video to learn something new or learn about a product or service

23. ECIA 12th Biennial National Conference, Choices that matter: ECI in a new era …

24. 49% Everyday 45% First thing in the morning
 Frequency of Australians using social networking sites
49% Everyday % First thing in the morning

25. Prioritise, plan & resource your online profile

26. Your deserve to be found
Good Marketing
Your deserve to be found

27. Thank you