BNR 74: Marketing on a Shoestring Budget

Vine growing on a white wall
Feb 9, 2016
Brand Newsroom Marketing Podcast

Nic Hayes and Sarah Mitchell meet with Chris Frame, the general manager of marketing and brand at Bethanie Group, to discuss marketing success for those on a small budget.

Bethanie Group is West Australia’s largest not-for-profit aged care and retirement village provider. They have been recognised both within Australia and beyond for their excellence in marketing, and customer service. Under Chris’ watch, Bethanie have won the Australian Marketing Institutes’ Award for Marketing Excellence in 2014, and their Marketing on a Shoestring 2015, as well as Content Marketing Institute’s Content Marketer of the Year in 2013. Chris Frame has also been awarded The CEO Magazine’s 2014 Executive of the Year.

The BNR team talks with Chris about the challenges of working on a small budget, and the tools available to every marketing team, despite the size of their allowance. Chris shares how brand consistency and story plays such a large part of their marketing strategy.

“People are more interested in hearing about stories than they are about being pushed things…and if you can take a step back and take a look within your own organisation, there are so many great stories to be shared,” Chris says.

We also hear from Chris about the success of the Bethanie Medallion Aged Care Awards, and how he and his team built it into what it is today.