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Marketing plans on holdOver the years members have persistently asked about a possible marketing/advertising campaign to promote NIBA and its members. After an intensive process we appointed an advertising agency to help develop a concept to assist members right across Australia. NIBA’s Board determined that a contribution of $1.3 million would be made towards the initial campaign but only if NIBA members contributed a further $500,000 to top-up the funding. Our aim was to have a minimum three year campaign to ensure its success and cost-effectiveness. Whilst we have received pledges of support from 42% of members across the country, it was simply not enough to justify running the campaign this year. We live in difficult economic times and despite the low contribution costs involved (minimum $1500 maximum $10,000) perhaps this was a reason for the lack of wider endorsement. Whilst a few members expressed the view that their business would not get “anything out of an advertising campaign”, it is still difficult to understand why they would chose not to back an initiative to promote the profession that provides their livelihoods. We know members who have encouraged the campaign from day one will be disappointed that we are not proceeding this year. Simply, it would be unfair for those members to carry the burden for the majority who have not committed. But it won’t stop there. Too much good work has already been done. The Board has decided to shelve plans for the time being and to re-examine the situation in mid/late 2010. Meanwhile all members who have paid to-date will receive a refund as soon as possible. |
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