Development of an external marketing strategy for EWBNZ

Abstract

This report concerns the development of a marketing strategy tailored for EWNBZ, a not-for-profit organisation. The objective is to raise brand equity and image through improving the external perception of EWBNZ, while maximising the impact that EWBNZ is able to make in relation to its mission, vision and values. Investigations into how EWBNZ has marketed itself in the past, as well as a stakeholder analysis, have resulted in the identification of key focus areas for the strategy. These focus areas include improving marketing knowledge within the EWBNZ community as well as reducing the time needed to produce external communications. Templates, guides and learning material have been provided to direct marketing personnel to the best approach for external communications for EWBNZ, these can be found on the EWBNZ shared drive and intranet.