Jobs Australia (JA) is the independent national body for not-for-profit employment services that exist to assist unemployed people to get and keep jobs. As a member organisation, it is vital for JA to continue to engage their existing members whilst attracting new ones. With increased competition in the marketplace and change in legislation for DES providers it was a critical point for JA to embrace new ways of doing things. The CEO was keen to transform the organisation to be more customer-centric and approached Marketing Entourage (ME) to assist.
Initially, ME conducted a series of internal strategy workshops to engage current staff members and determine the current and needed values and direction of the organisation. Analysis of member feedback complemented the sessions and insights from data. Whilst JA were keen to continue with their name, a refresh of their brand was developed in parallel to the whole organisation transformation strategy.
We co-created elements of the strategy with key members of staff to drive autonomy and advocacy for the recommended new process of engagement. Detailing member personas and member journeys with the organisation and making this visible to all. We worked to refine the value proposition, member interactions and internal processes to support the strategy providing in-house consultative support throughout the engagement to drive change and ensure buy-in with training and information sessions.
We worked closely with the marketing manager to develop content for the new website and optimise conversions. We were also involved in the development of two of their national conferences.
Whilst a total transformation to a customer-centric organisation is a fast process, we were able to support JA through any obstacles that they had (internally and externally) and provide ongoing advice to help them reach their goals and continue to serve their member base.
CX Transformation Strategy. Research. Value Proposition Development. Brand Refresh. Marketing Strategy. Creative Services. Social Media. In-house consultancy. Training. Recruitment.
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