business case for design - SEMMA
The south east region of Melbourne produces 44% of the state of Victoria's total manufactured output.
The South Eastern Melbourne Manufacturers Alliance is a bold initiative by members of the manufacturing industry
to address the lack of understanding of the industry, especially within
the government. The alliance was created to co-operate with relevant
organisations and proactively represent the issues and opportunities in
South East Melbourne.
Karen Sedgwick of
design partners undertook a design audit for SEMMA as part of the dbc Design-in-Business program. The design audit compared and benchmarked its
competitors and alliances in the use of branding, communications;
internally, externally and online, and the delivery of its brand promise
to its members.
A gap analysis revealed;
- no plan to achieve objectives to increase membership
- no plan to deal with maintaining personal service and growth in numbers
- resource strapped organisation
- needing to make processes easier
- needing to differentiate and communicate their unique position.
Several critical success factors were identified:
- manage brand and administration processes
- attract new members
- create value for members that fosters relationship.
The business case for design demonstrated strategically how design
can help the alliance achieve its goal to increase membership. The business case presented an
integrated marketing effort that promotes benefits to new members. This included an online strategy that makes members
the heart of SEMMA.
Contact Karen Sedgwick to discuss a design audit for your business. Read more about design partners.