Welcome to the AMI Victoria newsletter

By Roger Powell, AMI Victoria President

Welcome to our first Victorian newsletter. This is part of the Victorian Council’s commitment to improve our communications to our membership. Over the past year the Council has been looking at all aspects of membership and what it means to be a member. We are in the process of re-examining the needs and requirements you have of being a member of your professional group.

This is coming together slowly and with our new subcommittee structure we believe that we can continue to enhance our value proposition. The committees we have in place are: Events, Membership, Leadership, Communications and Professional Development.

All Victorian councillors and members of the subcommittees are passionate about our profession and are committed to delivering a value-based outcome. I look forward to this year as one of change and seek your support and input as we continue to build our profession.

Institute Chair shares insights into marketing's future

2011 Launch Event Report
By Anthea Cherednichenko AFAMI CPM

AMI Victoria’s 2011 launch event was held at an iconic venue – the Melbourne Cricket Ground (MCG) in the Harrison Room – where guests were also treated to an exciting match in the semi-finals of the Ryobi one-day cricket series between Victoria and NSW.

We had a magnificent view from the terraces of the Harrison Room and, fittingly, Victoria won the match, which provided a wonderful atmosphere and pleasant distraction for attendees.
 
The Institute’s new Chair, Lee Tonitto, travelled from Sydney to address members. It was a treat for the group to get an insight into her mind and leadership so early in her time in office. Coming from diverse industries from FMCG to financial services, Lee’s areas of expertise and passion include start-ups and new ventures, efficiency of marketing expenditure and using marketing strategy to increase profit in target segments. Read full report

Everyone's an 'expert' in running a footy club

CEO Breakfast Report
By Anthea Cherednichenko AFAMI CPM

AFL club CEOs seem to manage to stay out of the spotlight. Club presidents are often widely known prior to their appointment (dare I say local celebrities), and are the focus of media attention at time of team success or scandals. 

So it was a treat to attend the AMI’s first CEO breakfast of the year with one of the more mysterious 17, Hawthorn Football Club CEO Stuart Fox. Stuart’s stepping stone to AFL CEO began at Geelong Football Club. During his time there from 2000-2009 he saw immense change, from financial instability, a poor brand and unclear organisational structure to ladder leaders and premiers with a strong vision and excellent membership support and growth. Read full report

Institute backs new not-for-profit marketing group

By Adam Joseph AMAMI CPM

In late 2009, the Institute was approached by one of its Victorian members, Tara Anderson, who is the Marketing and Communications Manager for Baptcare, an aged and community services welfare provider with operations in Victoria and Tasmania.

As a not-for-profit (NFP) marketer, Tara was keen to raise the profile of NFP marketing across the marketing profession through development of professional practices and standards for NFP marketing, led by a NFP discussion and networking group. She wondered if the AMI could help.
 
The Institute thought this was a great initiative and the Victorian Council, led by Roger Powell, pledged to champion this initiative. After months of planning, the Institute held the inaugural session of the Not-for-Profit Marketing Special Interest Group (SIG) in late 2010.  Read full report

Market research looks at ways to enhance member value

By Christine Walker AMAMI

Research among AMI Victorian members is under way on behalf of the Victorian Council. This research will assist the Council to refine its plans for 2011 and 2012 and will contribute directly to the activities of the subcommittees working to enhance value to members.

Four discussion groups have been conducted by Alliance Strategic Research. Young marketers, CPMs, lapsed members and experienced marketers (who are not CPMs) are included in the research and initial feedback has been insightful.

We thank those who contributed by attending the groups and appreciate your input. The research results will be reported to the Council in late March.

Why I volunteered to join an AMI subcommittee 

By Sarah Harris, member, AMI Victoria Council communications subcommittee

My connection to the communications subcommittee began when I responded to a thread started by Roger Powell on LinkedIn, looking for volunteers to fill a range of committees for AMI Victoria.

I have been a marketer for four years and an AMI member for less than one year. I originally signed up as an Emerging Marketer during its mentoring program in 2010.

Similar to my motivation for signing up for the mentoring program, I decided to volunteer so I had the opportunity to work with and pick the brains of more experienced marketers. After being told that my first preference of the events committee was already filled, I jumped at the chance to work with the communications committee.

And look! Here we are, our first foray into improving the communications between AMI Victoria and our members. It is the first step of the communications subcommittee (VCSC) in improving the way we communicate with members. We have more changes and suggestions on the way. Read full report

Fast Facts about AMI Victoria

Among the Victorian members of the Australian Marketing Institute:

• 50% work for organisations with up to 50 employees.
• 48% work for organisations with revenue of less than $5 million a year. 
• 52% work for private companies.

The largest segments of the Victorian membership by function are: finance; professional services; consulting; and manufacturing.

The largest segments of the Victorian membership by role title are: Marketing Manager; Director; Managing Director; and General Manager.

52% of Victorian members are men and 48% are women.
 
(Figures as at February 2011)

— Compiled by Bruce Croad

What’s On in Victoria?

• 19 April:  CEO Breakfast #2, speaker Russel Howcroft, CEO, George Patterson, on the topic ‘How Not to Waste Money Advertising: Hitting the Bullseye’ more details
• 12 May: Evening networking, Sloaney Pony, Port Melbourne
• 1 June: CEO Breakfast #3, speaker Julian Kippling, GM, Bang & Olufsen. Venue: Zinc at Federation Square  

Upcoming training in Victoria

• 6 April: Advanced Workshop, Finance for Marketers
• 28-29 April: Foundation Workshop, Effective Marketing Plans from Strategy to Tactics
• 3 May: Master class workshop, Brand Management
• 11 May: Advanced workshop NEW!, Scenario Planning
  

Go to Victorian events calendar