FEAL — strategic marketing review
The client
FEAL is the professional development body for super fund executives, which aims to educate and empower executives of not-for-profit super funds through events, educational programs and scholarship/award opportunities.
Entering their 22nd year, they are well-respected amongst the industry as a provider of innovative and thought-provoking initiatives that add real value to their members at both the corporate and individual level.
Amadeus Brand and FEAL have been working together since 2014 — one of our longest-standing partnerships. In that time we’ve had the pleasure of rebranding the organisation twice, and developed two websites. Their CEO Jo is one of my favourite clients, and the pandemic of 2021 has seen us take our friendship outside of Amadeus Brand and onto the pavements of The Bay Walk in the Inner West of Sydney, where we dissect books we’ve read, TV shows and the (mainly parlous) state of Australian politics.
The brief + marketing challenge
The recent decline in the total number of licensed not-for-profit funds, and a slow decline of patronage to FEAL events, led the board to seek some strategic marketing advice on how they could re-presence themselves in the market, and continue to deliver their unique value proposition to their members.
The project
Strategic and Tactical Marketing Plans & Qualitative Research
From late-2020 through to May 2021, Amadeus Brand worked with FEAL to deliver a three-phased project:
Strategic Marketing Plan — to analyse FEAL’s audience/s, initiatives and current marketing channels to enable the optimisation of marketing and communications activities to ultimately create uplift in participation and engagement.
Tactical Marketing Plan — upon presenting to the board and reaching consensus of the Strategic Marketing Plan, Amadeus Brand built out a detailed calendar of promotional activities to support FEAL’s event, education and scholarship/awards initiatives for 2021; and
Community Consultation and Feedback — Amadeus ran a total of 16 small focus groups with participants from all over Australia to gather feedback and reflections on FEALs offerings to guide future decision-making at the board level.
