A REFRESHED VISION AND REFOCUSED STRATEGIC PILLARS
After my first month stepping in from the Marketing Association (MA) board to be the acting CEO, I’ve been focused on bringing to life the strategic plan that was developed in conjunction with many stakeholders. I’d like to take this opportunity to share our vision and strategy with you.
The framework has been constructed based on engagement with our 7,000-plus members – New Zealand marketers who want an association that can provide three core functions: • relevant education, development and connections
for every stage of their marketing career; • a membership body that can be the voice for their
concerns and industry issues; • and providing a platform to facilitate connections between other members, leaders and organisations.
With ever-increasing complexity in the environment that marketers and organisations operate in, members are looking for the MA to be a partner throughout their marketing career to help them keep ahead.
VISION
Our vision is to inspire business success through a connected marketing community. To achieve this, we will work tirelessly to create a connected community of talented marketers, who can in turn promote and deliver marketing success in their organisations.
STRATEGIC PILLARS
The strategic pillars support the vision by focusing our efforts, initiatives and interactions to be aligned with the core needs of our members. The pillars have been created through significant research on the membership, reviewing best-inclass membership models from around the world and strategic planning sessions.
The strategic pillars for your association are: - Your development - Your connected community - Your voice
your development
Your source for lifelong professional development.
- Qualifications - Partnerships - Events and Conferences - Training and Skills - Resources and Toolkits
connected your community
Creating tangible connections between members, leaders and organisations.
- Networking - Advice and Support - Regional and Advisory Groups - Awards and Recognition - Student Engagement
your voice
A voice for marketers.
- Advocacy and Influence - Marketing Might and Communications - Regional and Advisory Groups - Thought Leadership
Our members are our key stakeholders and customers. In most cases, our members are organisations, from the very small to the very large. These organisations range from commercial to not-for-profit, to public sector. We have a direct relationship with both these organisations and the individual marketers who work within them. We also have some members who chose to join us as individuals.
We acknowledge that these different audiences have different needs but that they are interconnected and brought together under our vision to inspire success through a connected marketing community.
YOUR DEVELOPMENT
We will lead the way in developing marketing talent in New Zealand. The marketing environment is fast-paced and keeping your skills current is vital for you and your organisation's ongoing success. Keeping current is an ongoing need that requires the right professional development throughout your career.
The MA will be the premier source of marketing development to maintain your marketing value throughout your career journey and for areas of specialisation.
The choices you make with your professional development will be the differentiator of your marketing talent. Your value in the marketplace will remain high, resulting in better career opportunities and greater rewards in New Zealand and overseas.
YOUR CONNECTED COMMUNITY
We will create a connected community of talented marketers that provides ongoing support, networking, mentoring, recognition and advice for members. Enabling connections between members to foster learning, and to support and challenge each other is paramount for ongoing success of the marketing profession.
A connected community of marketers will drive thinking and promote current content. It facilitates selfregulation, development of best practice and creation of networks and valuable life-long connections.
YOUR VOICE
We will be the leading voice for marketers. The MA represents the interests of 7,425 members. Ensuring a collective voice for marketers and representation on key issues is paramount.
As issues and opportunities arise, we want the MA to be heard in the marketplace with a strong point of view that resonates with members and the wider business community. ur
DELIVERING ON THE STRATEGY
The strategic pillars represent a refocusing of the direction the MA is already heading. This refocus will allow the initiatives and activities that the MA put in place to become better aligned to members’ needs over the next 12 to 36 months. It will also support more targeted use of resources and finances. Over the next 12 months you can expect to see: • Membership - refined and segmented for
effective engagement • Content – sourcing, creating and delivering relevant customer-centric content through learning, development and events, and marketing platforms, to reach our target audience and beyond • Delivery – innovative service delivery to provide
content locally • Networking – provide more effective networking
opportunities to our target audience • Stakeholders – increased presence and activity
from regional and advisory groups • Advice and Advocacy – proactive approach to improving marketing standards and best practice with members, government and media
We welcome your feedback and I look forward to discussing and updating you on our progress and success.