Creation of a manifesto of core values beliefs and attitudes that alights the Society around a refreshed perspective of why people engage with it.
Pat Garcia, Chair National Marketing Committee
Anneloes de Graeff, National Manager Strategic Marketing
A working group has been established to support the project. The membership consists of representatives from various disciplines and states, members and employees.
Marlin Communications reviewed existing work, raw materials from the National Congress and undertook a competitor review to inform the next steps.
A kick-off workshop of the project took place with Marlin Communications in Sydney. The aim of the workshop was to bring the working group up to speed with what has happened around ‘identity’/positioning since the Society appointed M&C Saatchi in 2014, to outline the project approach and to gather participants’ views from a Society perspective. This resulted in a draft of possible ‘ingredients’ for the Declaration for the Future for feedback by the working group.
At the end of October, Marlin presented the following propositions. Following feedback from the working group, refined propositions were presented in November. In February, prototypes were presented and via the working group, these are currently being socialised with internal stakeholders before being researched externally. To provide clarification on how this project relates to the existing brand, a discussion paper was recently developed.
The project is in good health and tracking well against budget and timeline. It is valuable having the input from a diverse working group.