1. Marketing FM 2: Marketing FM Inside the Organisation Lucy Jeynes Larch Consulting BIFM ANNUAL CONFERENCE Oxford 2007

2. BIFM ANNUAL CONFERENCEOxford 2007 Plan Your Campaign –Why you might need a marketing campaign –What do you need to communicate? Know Your Audience –Existing and new customers –Their current level of awareness and knowledge –Segmentation Choose Your Media F.A.B. Planning Your Campaign

3. BIFM ANNUAL CONFERENCEOxford 2007 To tell customers about your service (advertising, information) –Like: NHS Direct To introduce new services (product launch) –Like: Greenbee To re-position (change people’s views and opinions about you) –Like: McDonalds To show that you are doing a good job (demonstrate good value for money) –Like: NSPCC Why a Marketing Campaign?

4. BIFM ANNUAL CONFERENCEOxford 2007 NHS Direct –This is the service we provide, use us in these situations, keep this number by your phone Greenbee –You already know and trust the John Lewis brand and price promise – now we provide lots of new financial and insurance services too, including….. McDonalds –We listened to what you said and we’ve changed - give us another try and make your own mind up NSPCC –We’ve worked hard all year on our campaign to stop child cruelty – here’s what we’ve achieved The Key Messages

5. BIFM ANNUAL CONFERENCEOxford 2007 Existing customers vs. new customers –(Greenbee began with existing John Lewis, Waitrose and Ocado customers) How much do they already know? –(NHS Direct has been established for some time but awareness and usage needs to be improved) What do they already think? –(McDonalds needs to turn around significant negative opinions in several areas) Segmentation –(NSPCC’s Full Stop campaign needs to communicate with donors, children, parents/carers, careworkers, teachers and the public) Knowing Your Audience

6. BIFM ANNUAL CONFERENCEOxford 2007 How does your audience like to receive information? What is the best way to communicate your message? You will need to address each segment separately –NHS Direct – everything/not sure? –Greenbee – probably in the post? –McDonalds – mass media, TV, radio? –NSPCC – school packs, stickers, websites? Choosing Your Media

7. BIFM ANNUAL CONFERENCEOxford 2007 Some Choices Intranet Magazine/newsletter Posters Management reports User groups Postcards Text/SMS Annual Report Email Noticeboards Phone Face to face visits Stickers Others?

8. BIFM ANNUAL CONFERENCEOxford 2007 FAB = Features, Advantages & Benefits (“sell the sizzle, not the sausage”) The Washing-Machine illustration: –Feature – 1600 rpm spin speed –Advantage – clothes have less water in them at the end of the cycle –Benefit – don’t have to fill your flat up with a big airer of clothes that hang round drying for days Effective communication focuses on the Benefits F.A.B.

9. BIFM ANNUAL CONFERENCEOxford 2007 Feature –We handle over 25 internal moves every year Advantage –You can leave it to us, because we are really experienced at doing this Benefit –You will not have to give up valuable time or get hassled sorting out your departmental moves An FM Illustration

10. BIFM ANNUAL CONFERENCEOxford 2007 Be an expert marketeer Use your knowledge as a consumer of advertising and marketing to know what can be effective Think about how to get the attention of your audience Highlight your achievements (remembering FAB) Try and tell a story, or include some Fascinating Facts Always have in mind that we want to move them from thinking of us as a “cost” to thinking of us as a “value- add”

11. BIFM ANNUAL CONFERENCEOxford 2007 A Positive Message Office Romance The Accounts Payable team moved from the 2 nd to the 5 th floor in February - without losing any work time. The FM team handled all elements of planning, packing and the move itself (overnight 14-15 Feb), and it all went like clockwork. Let us know when you’re planning a change - we’re your in- house experts, handling a move like this at least once a fortnight. But we do it so smoothly you might not even notice us! Dee Brown, Head of Accounts Payable said “I’d like to thank the FM team for giving up their Valentine’s Day plans to handle our move at rather short notice. They did a super job and I’ve given them all a bottle of pink bubbly each - to share with their someone special”.