Marketing services register

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.

Where a service category is optional buyers may:

• procure the service through the Marketing services register or
• engage directly following agency procurement process

Copywriting

Write copy for:

• marketing and communication mediums that captures, for the target audience, the required:
  • message 
  • tone
• suitable for the media format/s being employed
• consistent with Victorian Government policies and style guides

Writing and editing

Writing and editing communications material including:

• speeches
• presentations
• articles
• web copy
• brochures

May involve sourcing and reviewing related material to inform the work.

Video production

Script, produce and edit video footage that supports the marketing, promotion and communication of government services or programs.

May be used for:

• television
• corporate events
• websites
• other media

Graphic design 

Deliver creative visual design concepts and elements that support communication of:

• ideas
• messages
• identity of government programs

Includes the capacity to apply the design concepts to a range of visual media including:

• publications
• online or digital media
• advertisements
• posters
• billboards
• signs
• other marketing collateral

Media monitoring 

Supply of broadcast media content and associated metadata for outlets available within Victoria for:

• television
• radio

Supply of bespoke analysis reports on the media monitoring data including:

• audience demographic
• geographic targeting and reach
• share of voice
• others by request

Supply of media monitoring of culturally and linguistically diverse content based in Australia for:

• print
• broadcast
• online
• social media outlets