Retina International General Assembly 2018 - Auckland, New ZealandThursday, February 8th, 2018
Location: University of Auckland Business School
Owen G Glenn Building, 12 Grafton Road, Auckland, 1010
Room:
Decima Glenn Room, Level 3
Start:
09:00. end: 17:00

Appendix 08-3
08.3 - Marketing Strategy
Motion: The MC moves to accept the marketing and Communication
strategy.
Retina International Communication and Marketing Strategy –Overview and List of proposed actions:
According to the GA documents 2016 the objectives of the Retina
International Communications and Marketing strategy are to establish
the organisation as a leader in supporting research in retinal
dystrophies, advocating for access to care and treatment and inproviding the most relevant and up to date information to members andinterested groups.
We believe that with better investment in communications platforms anda coordinated strategy for the dissemination of information we will be ina position to achieve this goal.
In the period 2018 -2020 consideration will be given to updating
marketing materials that will best describe our purpose and also provide
trusted information to members and stakeholders. This information
Retina International, GA 2018, New Zealand (Auckland)
Appendix 08.3 - Marketing Strategy - 18.02.08

page 1should always be designed with the intention of being reproduced at anational (local) level and always be to assist members in their own
communication and advocacy tasks. Highlighting the value ofmembership and support.
In order to aid the development of capacity building tools andcommunications materials, RI will use online tools currently available.
For example, prior to engaging on any project we will use survey
monkey and similar to help target communications materials as well as
google analytics and other tools to benchmark the effectiveness oftheses communication initiatives.
RI has received an unrestricted educational grant from Novartis thatallows us to hire a part time science communications officer. At the timeof writing this resource is being recruited and will be dedicated tobuilding on the RI website and social media platforms. This post will also
work on disseminating the huge volume of Scientific information tomembers and will educate members on new and emerging technologies
that can assist in their own marketing strategies.
We propose the following actions:1.

Develop and implement a process for the dissemination of the mostup to date news, views and information through IT platforms,newsletters and mail outs.

2.

Develop a process to regularly update the RI website for maximum
impact and to attract regular visitors.

3.

Develop a Social Media policy,

4.

Through membership develop a cohort of contributors to provide
information to the site including Wikis and Blogs.

5.

Implement a simple process to respond in a timely fashion topersonal enquiries.

6.

Publish Retina International statements and press releases for use
by member organisations.

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7.

Develop a cohort of key opinion leaders drawn from themembership, SMAB and learned societies to opine on
developments within the research and development space.

8.

Design printed materials that highlight the work of RI and why it is ofvalue to join as a member or to support us as a corporation or afoundation.

9.

Develop and implement a house style to be used in allcommunications materials to ensure accessibility and brandidentification

10. Develop position statements on topics of particular interest.

Avril Daly
December 5th, 2017

Retina International, GA 2018, New Zealand (Auckland)
Appendix 08.3 - Marketing Strategy - 18.02.08

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