Marketing Strategy

Strategy

• Parents Centres will be recognised as the leading authority in parenting.
  

• Parents Centres will create and sustain a nationally consistent and recognised brand.
  

• Parents Centres will profile the organisation as credible, vibrant, and innovative and will reflect the philosophy articulated by our founders.
  

• Parents Centres will build the capability of Centres to leverage off the brand and profile that has been developed at a national level, in order to raise visibility in the community and increase volunteer and membership numbers.
  

• Communication will operate on two levels – internal and external and will be fact-based and reflect accurate research

Goals

• To have a cohesive and complete marketing plan driving all decisions and actions relating to the brand and profile of Parents Centre.
  
  
• To have a marketing plan that will encompass promotional and development plans for: the website, e-newsletter, Kiwi Parent, Strategic Partners and Corporate Partners.  This marketing plan will be accessible for all stakeholders, internal and external, and will clearly identify our strategic direction, goals and specific actions.  It will be launched to Centres at Conference 2005 in draft
  
  
• To have consistency across all communication tools, continuously reinforcing the Parents Centres brand as professional, credible, and strong. 
  
  
• To use all mediums and opportunities available to present the brand as professional, credible and strong – website, Kiwi Parent, e-newsletter, centre communication, external profile through links with other organisations, media, marketing collateral etc.
  
  
• To have strong and sustainable partnerships with other organisations working in the parenting, education, health, youth and families fields.  These links will be visible, positive, enduring, and will support and reflect our work at both the national and local levels.  
  
  
• To have all Parents Centres able and confident to work within their local communities to promote the Parents Centres brand and their local profile, using national strategy whilst reflecting community-specific needs.
  
  
• To research and republish updates for The Trouble With Women with a target republish date of 2012 – Parents Centres’  60th anniversary