Marketing Services (Brisbane based)

Heart and Soul Marketing provides specialist marketing services to not for profits, charities, small businesses and individuals. We assist not for profits, charities, small businesses and individuals to thrive through marketing. The power of marketing cannot be underestimated. Community values have been shifted, fundamental beliefs questioned and entire cultural norms changed. Heart and Soul Marketing pride themselves on harnessing the power of marketing for good. Not for profits, charities and small businesses are the backbone of Australia – employing much of the population and caring for their needs. Without these sectors, life would not be as we know it.

Outsourcing your marketing needs provides tremendous opportunity to achieve the best outcomes for you, your business and your budget. Because we specialise in providing marketing services to the not for profit, charity and small business sectors plus providing personal branding work for individuals, we know our stuff. We can be trusted to achieve measurable results, within budget and on time. Why? Because this is what we are passionate about and we have the experience and knowledge to back us up. We want you to achieve success through marketing and figure the best way to provide it is by offering top quality services at affordable rates. We offer a range of services, from managing your online presence for a few hours a week to developing and implementing an entire marketing strategy for your campaign, not for profit, small business or brand. Ask us how?

We find working in this space so exciting that hearing about a new project is always a thrill as we get the chance to explore new ideas.

Why Choose Us?

Our vision is a world in which all Not for Profits, Charities and Small Businesses are thriving. Our mission is to assist Not for Profits, Charities and Small Businesses to achieve success through marketing.
Sometimes it takes some fresh eyes for clarity and new ideas, especially when it comes to marketing. We love nothing more than exploring the background information provided and gathered, letting our creative juices flow and developing a vision with you. It is a truly exciting process as a simple idea or two grows into a full blown vision that can be delivered on. From vision we move to action and ensure every step of the way our performance can be measured against your desired outcomes.
It is important to us that we meet and exceed your expectations. We will work with you to determine the scope of work required and from there we can work together to outline measurable success factors. It is very important to us that we understand exactly what it is you are trying to achieve. Sometimes figuring that out is part of the journey. We promise to meet or exceed your expectations, which is why we like to determine ways to measure success before starting our work together.
UNICEF states that 25,000 children die each day due to poverty. That is a fact that is heard for anyone to digest so we at Heart and Soul Marketing contribute in small ways to making a difference to the lives of women and children living in poverty. A percentage of all of Heart and Soul Marketing’s profits goes directly to charities that assist those women and children in need.

Digital and Online Marketing Services

If only online marketing was as simple as building a website and they will come. Online marketing may not be that simple but nor is it mythical or black magic. Like all marketing, online marketing takes a deep understanding of your audience, carefully thought out strategy and then consistency when implementing and analysing. Whether you are a not for profit hoping a campaign will gain attention, a small business wanting to win more customers or an individual trying to rise to the top of the influencer list, online marketing requires background research mixed with hard work. Regardless of what online marketing evangelists might tell you – usually for a handsome fee – there are no short cuts or quick fixes. Just like marketing in the real world, it takes strategy and effort, not miracles and good luck.

Imagine yourself in the shoes of a person visiting your website. That one person takes a journey to get to your website. What did that journey look like and how can you improve it for them? Was that journey as easy as possible? How did your not for profit, brand, company and/or personality come across when they were on that journey? What touch points were along the way? Was the person on a mission to find you or did they happen to come across you? These are all important factors when it comes to the funnel that is online marketing.

Now let us image that one same person has landed on your site. They take but three seconds to decide if they are in the right place. They form many opinions, rightly or wrongly, about your brand, your cause and your not for profit/business as a whole. That person will quickly filter based on what you have chosen to put forward; text, images, colours, information, presentation. Do you come off as professional, knowledgeable, industry leader, cash strapped, time-poor or perhaps even lazy? It has become widely accepted that the internet is the universal go-to for researching anything. Even if you want a person to physically enter your store or engage your services, don’t assume they didn’t first check you out online.

Strategy and Planning
Successful online and digital marketing takes planning. It is not by coincidence or luck that some businesses, brands and individuals do remarkably well online. There is always a strategy and plan behind it. Heart and Soul Marketing can work with you to map out the best Digital Marketing Strategy for your success. There is no magic to a Digital Marketing Strategy, it takes getting to know your audience well, knowing where they are and what they are doing. Then there is the all important factor of understanding their needs and how you can meet those needs. That is what forms the backbone of a good Digital Marketing Strategy. From there, it is about developing and delivering content through the right channels. After all, Content is King (Strategy) and Marketing is Queen (Tactics) – bring them together well and you can get yourself heard in the world’s busiest marketplace. Heart and Soul Marketing specialise in developing digital marketing strategies so drop us a line to see how we can help.

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SEM and SEO
Search Engine Optimisation and Search Engine Marketing are two of the most powerful ways to reach your audience. Let’s start with the difference between SEO and SEM because the terms are often used interchangeably. SEO is about getting your website to the top of organic (not paid for) search listing whereas SEM uses strategies that are organic (unpaid) but also uses paid listings and search engine related services. So SEO is actually a single component of SEM as a whole.

When it comes to SEO, many incorrectly believe it is simply about getting as many keywords onto your website as possible and then adding a bunch of link backs and up the Google listing you will go. Ahhh… if only it was that simple. Google and other search engines keep their search algorithms a tightly held secret and they are constantly changing them. Otherwise their advertising packages wouldn’t be worth much. So how then does one Search Engine Optimise to get to the top of organic searches? It takes a good amount of knowledge, a whole lot of dedication and time (for search engines to keep up). At the end of the day, what the search engines are trying to determine is whether your website is what people want so they also measure things such as how long visitors stay, how often they come back, who they share with, how fast your pages load and the list goes on…

Although SEM as a whole is an incredibly valuable marketing activity and equals the success or failure of entire businesses, SEO alone is also very powerful as internet users always favour organic over paid advertising. If your website is not appearing in searches and/or paid advertising then it is not being found and traffic won’t flow. And traffic is a key part of success when it comes to being online. If you want to know more about the SEM and SEO services we provide and how they can help your site traffic, then contact us for a quote.

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Content Writing
Content, Content, Content. Are you forever hearing about the need for content? There is good reason for that. Without content, websites are nothing. In fact, without content, the internet would be an empty bookshelf. As the saying goes, content is King! Once upon a time it used to be that everyone was trying to write as much basic text content as they could, with as many keywords jammed in as possible. With the rise of billions of websites, xx of those daily, the world of Content Writing has become not only a profession unto itself but also an art form that some are pure masters of. The content marketplace is now so overwhelmed with information that audiences have become very discerning when it comes to filtering for the information they need quickly.

Let’s think back to the day (actually, not so long ago) when doing a Google Search meant putting in a word or two such as Burmese Cats or Organic Gardening . Then you would scroll through the list and click through to a site or two that looked to have a broad range of information on your topic. Now think of how Google searching has changed. Now because of the shear volume of content, the tendency is to type in more words to define your search, often whole questions such as ‘How to start an organic garden in subtropical Queensland’.

What does this mean for content writing? Keywords are still really important (refer to SEO and SEM for more on the importance of Keywords) but now it is also very important to define your content as much as possible. In other words, niche, niche, niche. Your whole approach doesn’t have to be niche but you do need to hone in on detail enough that your content responds to specific detailed questions and needs. Help is available if you want a hand to write or rewrite your website content, contact us for more information.

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Analytics are one of the many tools that when combined with other digital marketing activities become a key to success. Without analytics, you can’t be sure what your audience is doing or how they are responding to you digital presence. However, it is not enough to analyse alone. Analytics is the tool to see exactly what your audience is doing in response to your digital marketing activities but responding to the analytics is where the power is harnessed. It is only by adapting and altering your behaviour in response to the behaviour of your audience that you can truly benefit from using analytics. There are many ways we can work with you when it comes to analytics and social media. We offer social media packages that include monitoring and analytics. That service includes providing advice on altering activity in response to behaviour. Contact us if you would like to learn more about how we can help you to utilise analytics to achieve your digital marketing goals.

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Social Media Marketing Services

Why Social Media? For starters, the internet is now accessed by some 85% of the 7.1 billion people in the world. Three quarters of those internet users participate in social media. Social media is now far from a trend. Much like the internet it is here to stay and forms the new identity that communities far and wide have created for themselves.

Gustaf Sorman-Nilsson of the Australian Institute of Company Directors (2013, Company Director Magazine) argues that a “head in the sand” approach to social media will no longer be accepted by shareholders and stakeholders alike.

According to James Griffin of KPMG (2014, Governance Directions), “Many businesses are coming to terms with seeing social media as a ‘must have’ rather than ‘should have’ and seeing the real and measurable benefits of using social media to elevate their audience and customer base.”

The Grant Thorton paper titled Growing Communities (2014), notes that as well as supplementing traditional message channels, social media can:

  1. Open up new funding streams as traditional donations [funding sources] shrink.
  2. Target beneficiaries that traditional media struggles to reach, especially the younger generation who expect information to be delivered online.
  3. Boost collaborative approaches to service delivery.
  4. Act as transparent, accountable, accessible face of the charity/NFP.

There are a number of reasons why social media is important to Not for Profits, Charities and Small Businesses. Firstly, a large number of Australians are using social media regularly and the numbers are rising. Over the past year social media usage by Australians has increased, both the proportion of the population that uses social media, and also the intensity with which they use it. Australians have been strong adopters of social media, and the trend to adopt has grown in most areas.

Research shows that 65%* of Australians use social media, with the typical Australian Facebooker spending more than seven hours a week on the site. 95% of Australian social media users use Facebook. 45% of Australian social media users access social at least once per day and 25% of users follow brands. Social Media literally attracts tens of millions of users across Australia. As such the expectation that companies will have a presence on social media is ever increasing and for many organisations, non-engagement is a risk in itself.

Secondly, social media is not just a ‘marketing’ issue, as the very nature of social media platforms means users can publish and converse about anyone or anything, whether that subject is participating or not. Just because you aren’t listening doesn’t mean they’re not talking. Keeping Good Companies, April 2013, claimed social media as not just a ‘marketing’ issue. For example, in a listed company, rumours of a takeover could emerge on a social media forum, gain momentum quickly and even trigger an article in mainstream media. ASX has recently released the revised Guidance Note 8 on continuous disclosure, which contains specific reference to the need for listed entities to monitor investor blogs, chat sites or other social media that regularly post comments about the entity. Being unaware of social media, or choosing not to participate, does not eliminate risks to brand reputation.

For individuals it may be a way to connect and share content with friends and like-minded people. For businesses it’s a way to tap into what people are saying about your brand, your product and/or your service, participate in the conversations, be open to new ideas and then use these insights to make better business decisions.

(*Source: Sensis Yellow Social Media Report May 2013)

Personal Brand Building
There are many reasons why a personal profile is important in this digital age. You might be looking for a new job, or want to be seen as an industry/thought leader, perhaps you want to attract more clients or simply convey a feeling of trust. Our personal brand building services include establishing, improving or building your profile on sites such as LinkedIn and Facebook. We provide services and advice around your Personal Brand that include how to be found more often by potential recruiters, how to be found by potential clients or simply how to come across professionally and as you intend.

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Monthly Management
We know that many not for profits, charities, small businesses and individuals don’t have the time and/or in-house experience to manage social media or to do it well. We aim to take the guesswork and stress out of social media so that you can get on with what you do well. We even work evening and weekends when your clients and customers are most likely to be online socially. We aim to prove the Return on Investment so will keep you in the loop with regular analytics, monitoring and feedback against measurable outcomes. We can also be there if a crisis arises and have loads of experience when it comes to calming things down and minimising brand damage. Check out our Social Media Management Packages page for more information.

Pricing
Strategy and Planning
Successful social media marketing takes planning. It is not by coincidence or luck that some businesses, brands and individuals do remarkably well on social media. There is always a strategy and plan behind it. Heart and Soul Marketing can work with you to map out the best Social Media Strategy for your success. There is no magic to a Social Media Strategy, it takes getting to know your audience well, knowing where they are and what they are doing. Then there is the all important factor of understanding their needs and how you can meet those needs. That is what forms the backbone of a good Social Media Strategy. From there, it is about developing and delivering content through the right channels. Content is King (Strategy) and Marketing is Queen (Tactics) – bring them together well and you can get yourself heard in the world’s busiest marketplace.

Get a Quote
Monitoring and Analytics
Monitoring and Analytics is critical to the success of any social media campaign. Analytics are one of the many tools that when combined with action becomes a key to success. Without analytics, you can’t be sure what your audience is doing or how they are responding to you social media activity. However, it is not enough to analyse alone. Analytics is the tool to see exactly what your audience is doing in response to your social media activities but responding to the analytics is where the power is harnessed. It is only by adapting and altering your behaviour in response to the behaviour of your audience that you can truly benefit from using analytics. There are many ways we can work with you when it comes to analytics and social media. We offer social media packages that include monitoring and analytics. These services are inclusive of providing advice on how to change social media activity in response to behaviour. With a wealth of experience, we consider ourselves pretty good at this stuff, if we don’t say so ourselves. Contact us if you would like to learn more about how we can help you to utilise analytics to achieve your social media goals.

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Marketing Campaigns

We can help you develop a specific campaign for an event, a program, fundraising activity, brand, you name it. With a wealth of experience, particularly developing campaigns for not for profits, we can assist you with strategy, development, implementation and analysis. We specialise in all areas of marketing so rest assured that your campaign can be pitched through online and/or offline channels to ensure success. We’ll work within your budget to develop the best approach to reach your audiences and achieve the critical success factors of your campaign – be it money in the fundraising tin, attendees at an event, a raised profile for a cause or simply getting your brand out there.

Planning and Development
For any Marketing Campaign to be successful it requires planning and development. Marketing campaign planning and development is the coming together of goals and budget to determine the best way to maximise outcomes. We understand that Marketing Campaigns can be big or small, over long periods or short and with big budgets but often with limited budgets. We have developed many a campaign reaching all types of audiences within varying budgets and achieving multiple success factors and outcomes. When the budget is tight, we’ve pulled in collaborative partners. When the audience is huge, we’ve used multiple channels, and when the outcome is to raise awareness for an important community service, we’ve measured the successful outcome through increased service demand. We know Marketing Campaigns are unique and pride ourselves in the experience and knowledge we can bring to the table to ensure your Marketing Campaign achieves the greatest possible outcomes.

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PR and Media
There are many interesting and conflicting opinions about media. Regardless of your position, it is part of the fabric of our society and is being consumed on a daily basis in homes and offices around the world. Working with media can provide the opportunity to reach audiences you may not otherwise reach and is a fantastic complement for other marketing activities. The trick is getting your message out there and in a way that is truly representative. Cracking into media is often a real challenge especially if you are not familiar with the ins and outs of how the industry works. We can assist you with all aspects of working with and reaching out to media. We have a wealth of experience when it comes to working with journalists at National, State and local levels.

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Fundraising
The strength of many Not for Profits and Charities is largely dependent on the money they receive from the community through fundraising. Of course, let us not forget the incredible work that volunteers do but without dollars for services, many a Not for Profit would not exist. Fundraising can seem overwhelming with the constant need to find new donors and to increase the donations from existing donors. Getting creative is often the trick to Fundraising and has seen the meteoric rise to charities such as Movember and xx. But it’s not always easy coming up with creative idea after creative idea and then what of the fact that there is a need to compete with the charities and causes that really tug at the heart strings? What about Crowdsourcing and Crowdfunding? Are these new players competition or are they carving out a new space and a renewed interest in fundraising? Without a doubt, fundraising is a challenge for those not for profits and charities that depend on it. If you feel like your fundraising activities need a refresh or a new direction, then give us a call to discuss your specific needs. We can provide you with a bit of advice and insight or we can develop an entire fundraising strategy. We can develop the fundraising strategy, with corresponding marketing activities, that works within your budget and timeframe.

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Awareness
Often in the Not for Profit and Charity sector it is not about selling widgets to your next door neighbour but it is about raising awareness in the community about a service, cause or important message. With vast amounts of experience developing and delivering awareness campaigns so we can guide you every step of the way. An Awareness Campaign is really a Marketing Campaign but with a different end goal in that it is usually about raising the profile of a cause or issue rather than increasing sales of widget. The same principals apply and to be successful an Awareness Campaign requires planning and development. Awareness campaign planning and development is the coming together of goals and budget to determine the best way to maximise outcomes, which is usually the greatest amount of reach to the community. We understand that Awareness Campaigns can be big or small, over long periods or short and with big budgets but often with limited budgets. We have developed many an Awareness and Marketing Campaign reaching all types of audiences within varying budgets and achieving differing success factors and outcomes. When the budget is tight, we’ve pulled in collaborative partners. When the audience is huge, we’ve used multiple channels, and when the outcome is to raise awareness for an important community service, we’ve measured the successful outcome through increased service demand. We know Awareness Campaigns are unique and pride ourselves on the experience and knowledge we bring to the table to ensure your Awareness Campaign achieves the greatest possible outcomes.

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Branding

Branding is so much more than simply a logo. Branding is the very essence of your organisation and should be felt and conveyed every time a person is in contact with you, your not for profit, charity or small business. Effective branding equates to every touch point that a potential customer experiences that has been considered and managed and not left up to chance.

Rebrand and Refresh
All brands need a refresh at some point, whether it is to move with the times or because of a change in strategic direction. A rebrand or refresh can be as simple as reviewing whether the existing brand still aligns with current and future direction. Or it can be as much as starting from scratch to create a whole new representation of the work that you do. The challenges for large and small brands can be vastly different depending on how well known a brand is and the number of staff invested in its future. We’ve worked with many brands including changing the face of large not for profits to lifting the unknown into sight.

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Personal Branding
There are many reasons why a personal profile is important in this digital age. You might be looking for a new job, or want to be seen as an industry/thought leader, perhaps you want to attract more clients or simply convey a feeling of trust. Our personal brand building services include establishing, improving or building your profile on sites such as LinkedIn and Facebook. We provide services and advice around your Personal Brand that include how to be found more often by potential recruiters, how to be found by potential clients or simply how to come across professionally and as you intend. Prices start from as little as $350 per profile.

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Brand Essence
Now this is where our name takes on one of it’s real meanings because Brand Essence is the very heart and soul of your brand. Perhaps a bit of marketing term but essentially it is everything that your brand stands. We like to consider it the emotion behind the brand and the emotional response you want your audience to feel. It is also the one constant across all areas of the business. Discovering your Brand Essence is usually the first step in a branding journey because once you know the heart and soul of your brand then all else can follow. For example, Brand Essence comes before deciding on a slogan. Nike’s essence of authentic athletic performance was translated into the world famous slogan of “Just do it!” Do you know your Brand Essence? Whether you just need it articulated, or you’re just starting out or perhaps it’s time for a refresh, we can work with you to discover your Brand Essence which can then inform your approach to marketing.

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Value Proposition
Again a marketing term but Value Proposition is important to understand because it is all about what you can offer that sets you apart. Understanding your Value Proposition is important for informing marketing activities because it then allows you to leverage what is special about you, your not for profit, your service, your products or all of the above. We can work with you to determine your Value Proposition which can then inform how you reach out to people.

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Writing

Tender Writing
The mere mention of tender writing can run chills down even the most seasoned of not for profit executives. Once upon a time, tenders felt like a process that had to be followed to secure necessary funding. Now it seems tenders are far more competitive and so much more is expected of those submitting them. Not only must not for profits compete based on price but they need to have a deep understanding of their audiences and stakeholders, whilst offering deliverables that are innovative, evidence based and measurable. With many, many successful tenders under our belt, from Federal, State and Corporate, we can take the pain and pressure out of tender writing. We can turn your information and knowledge into words that speak with conviction and emotion. Sometimes the approach of an outside person, who is free of being immersed in the subject area, can be just what a tender needs. As outsiders, we have the luxury of being able to gather and digest all the background information and then focus entirely on pulling together a succinct and compelling case for your tender. In our experience, a key differentiating point for successful tenders is telling a story with heart and soul that explains how the tender will really impact those who need it. We specialise in bringing just the right balance of human tenderness to the very practical side of tender writing. Not to mention the added benefit of taking the stress out of the whole process. Of course, time is always of the essence with tenders so why not contact us now to see how we might be able to help.

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Copy Writing
Do you just need some good ol’ writing done in a high quality and efficient way? We have bucket loads of experience writing for all sorts of medium and about all sorts of topics. Whether you have all the background information or need it researched from scratch, we can help with your writing needs.

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Content and Article Writing
Content, Content, Content. Are you forever hearing about the need for content? There is good reason for that. Without content, websites are nothing. In fact, without content, the internet would be an empty bookshelf. As the saying goes, content is King! Once upon a time it used to be that everyone was trying to write as much basic text content as they could, with as many keywords jammed in as possible. With the rise of billions of websites, xx of those daily, the world of Content Writing has become not only a profession unto itself but also an art form that some are pure masters of. The content marketplace is now so overwhelmed with information that audiences have become very discerning when it comes to filtering for the information they need quickly.

We can assist you with writing website ready content or the writing of specific articles for blog posts or other website medium. Depending on how much background information you have, we can research and write from scratch or pull together from a collection of other writings. Be it a one of or regular occasion, contact us for more information on how we can assist you with content and article writing.

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Graphic Design

Websites
Need a new website? New a website refresh? We can work with you regardless of how big or small your website needs might be. And rest assured that you don’t even need to know exactly what you need. We understand that the development of a website can be an organic process and is often a journey of discovery. With vast amounts of experience developing and managing website projects, we can work with you to ensure the process is as seamless as possible with the outcome you desire. Many people don’t fully appreciate the website design and development processes so don’t know the questions to ask or where to even start. We work with you to gather the necessary information to then work on the project. We guide you through the process so that you end up with a website that is not only aesthetically pleasing but has all the functionally required. After all if you want those website visitors coming back again and again. Contact us for more information about the great and cost effective websites we can assist you with.

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Logos
It is often said that if you have a limited marketing budget that this is where you should spend it. Probably closer to the truth is that a logo can be the make or break of a service, not for profit, business or individual. A logo is the graphical representation of who you are is going to follow you everywhere you go for a long time. You want to be proud of it so you stamp it on everything so it’s worth taking the time to get it right. When it comes to logos, we work very closely with you to gather relevant background information that will inform the design briefing process. It is important to get this right as a Graphic Designer then takes that brief and interprets it for you into logo options. Yes, you can buy cheap logos off the shelf or pay for a quick offshore model but we would strongly encourage you to consider your investment in your logo carefully because often for not much more of an investment you can get a much better outcome. Contact us for more information about our logo services.

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Brand Image
Brand image is really a bringing together of many other brand factors such as logo, brand essence and value proposition. Check out our branding services section for more information.

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