Marketing an offer

When a co-operative wants to launch an offer for membership and/or investment, it is recommended that it develops a planned approach.

This guide is designed to support a co-op with the promotion of an offer. It provides a step-by-step guide to create and implement an offer-specific marketing plan, with case studies from The Coota District Co-op.

The main focus of this plan will be to ensure that potential members and investors receive information on the vision of the co-op and how they can experience the journey as a member/investor.

Before the marketing plan is developed it is recommended that the first three steps are completed.

For established co-operatives, the second step may not always be required.

Step 1 Feasibility study/business model and plan
Establish that there is a viable and sustainable business case behind the offer, including a detailed business plan outlining how this offer will move from an idea to supporting a viable and sustainable co-operative.

Step 2 Rules
Draft the co-operative rules for a new co-op, or, if required for existing co-ops, make any amendments.

Step 3 Disclosure statement
Draft the disclosure statement (if required), or for existing co-ops, provide an updated disclosure statement, as required for the type of offer.

Step 4 Marketing plan
Create and implement a marketing plan detailing the target audience/s, the important messages and how you will share these messages.

Download Marketing an offer – A co-op guide to marketing an offer

Download the Marketing an offer activity workbook

This guide will help you to plan marketing for your membership or investment offer, as well as provide practical tips on producing promotional content.

It is broken down into the following sections; we recommend that you start from the beginning and work through them in order.

Develop the message and share your vision – this section focuses on developing your message, capturing the background, why you are doing this and the value behind your offer.

Deliver the message – this section supports you to effectively plan to deliver these messages.

The plan – this section provides a framework to plan and launch your offer.

Each section provides background information on its relevance, and practical activities that your co-op can work through, with case study examples of them in action.

Download Marketing an offer – A co-op guide to marketing an offer

Download the Marketing an offer activity workbook