Mandated agencies must procure the following service categories through the Marketing services register.
Marketing - Strategic planning and development
Develop integrated marketing strategies that support achievement of business or project goals.
May include different target audiences, delivery channels and comprehensive research.
Campaign planning
Develop campaigns that support the achievement of:
- marketing
- communication
- advertising or
- public relations goals.
Campaigns must be consistent with:
- Victorian Government communication policies and guidelines
- overarching organisational communication strategies.
May include:
- clarifying business goals
- establishing a creative theme
- identifying and researching target audiences
- establishing and reporting on metrics to measure success of the campaign.
Creative concept and development
Develop creative concepts that:
- support campaigns or communication strategies
- effectively engage the target audience in line with campaign goals.
Where necessary, review and/or undertake research relevant to the campaign.
Brand development and evaluation
Develop a brand strategy, consistent with Victorian Government policies and guidelines, that effectively supports:
- organisational
- service delivery or
- project business goals.
The strategy should outline:
- how to apply the brand in all aspects of business delivery
- marketing and communication activities.
Evaluate the execution of the strategy against established objectives.
Art direction
Provide specialist direction to the artistic team for a marketing and communication campaign consistent with campaign objectives and any relevant branding strategies.
Issues management
Manage issues, potentially with limited advanced notice, to
- support
- advice
- communications solutions.
May involve developing, implementing and evaluating comprehensive issues management strategies.
Public relations
Develop and manage public relations strategies that support integrated communication, marketing or campaign objectives.
May involve proactive media promotions, consistent with communication goals, to generate public understanding, support and awareness for:
- launches
- events
- other means of communication.
Stakeholder relations
Manage stakeholder engagement activities that support the achievement of business or project goals.
May include planning, implementing and evaluating stakeholder engagement activities including:
- consultation
- briefings
- launches
- other activities.
May include:
- capturing, analysing and reporting on stakeholder feedback
- providing responses to stakeholders.
Market research
Plan and implement market research activities related to:
- campaign development and evaluation
- target audience profiling
- evaluation and other communication activities.
May include quantitative and qualitative methods of research and expertise in a range of research delivery methods including:
- focus groups
- surveys
- telephone interviewing
- online methods and the like.
Change communications
Plan/implement/evaluate communication strategies that support an internal or external change management program.
Digital marketing (including social media)
Plan/implement/evaluate digital strategies to market government services or programs.
To effectively reach audiences in a timely, relevant, personal and cost-effective manner. This includes expertise in the application of the following digital tools:
- internet
- smartphones
- gaming
- social media
- other digital media.
May involve push and/or pull strategies as part of the digital marketing approach.
