Statement of Objectives

Societal – general community wellbeing

Social – education and behavioural change

Promotion – services and infrastructure and places

Facilitation of communication and feedback

Finding the right mix between product, price and quality

Vision

Customer satisfaction

Maintenance of public welfare

Satisfaction of organisational ideals and objectives

Identification of Our Environment

Marketing Segments - geographic

- demographic

- psychographic (personalities/lifestyles)

- behaviouristic (usage rates, benefits sought)

Demand - What do our customers want

- Our role in shaping demand

Micro Environments - Personnel

- Suppliers

- Competitors

Various Publics – media

- government

- citizens action groups

- internal publics

- financial publics

Macro Environments - Economic

- Natural

- Technological

- Political

- Cultural

- Legal/regulatory

Identification of Objectives and Strategies

Communications (External) - Media Strategy

- Newsletters/Publications

- Advertising

- Community Relations

- Feedback Methods

Customer Service Charter - Customer Relations

- Presentation – staff and premises

- Response Times

- Service Priorities for each market segment

- Customer Profiles

Marketing Information System (MIS)- Local Knowledge

- ABS and other data bases

- Internal Records

- Customer Feedback

- Market Research

Promotional Plans - Promotional Activity Guidelines for each service/facility incorporating advertising, selling, distribution and pricing policies

- Identification of Product, Price, Place, Promotion, Personnel, Physical Assets and Process Management for each service/facility ("the 7 P’s")

Image and Identity - Develop an Identity Program directed towards maintenance and improvement of the Council’s image (logo, letterhead etc)

New Marketing Opportunities - New Products and Services

- Enhancement of Existing Products and Services

Monitoring and Evaluation

Objectives Review

Inputs Evaluation

Outputs Evaluation