Leverage our experience

Sometimes you need a sounding board for your thoughts, and have access to someone with experience to help gain a different perspective and grow your skills.

Roadmap Strategy offer marketing mentoring to CEO’s, marketing leaders and marketing teams to help build your strategic marketing muscle, provide guidance help build your internal marketing and marketing management skills, and give guidance rather than learning through trial and error.

We offer one off, three month marketing mentoring packages, and tailored programs to suit your business, and your needs.



About Alison McDowell

A marketing leader passionate about building brands and developing and executing marketing strategies that connect with target audience and deliver on business goals and objectives.

Alison is an experienced and multi-talented marketer across private, franchise, mutual and not for profit industries that include tourism, travel, accommodation, membership, events, agriculture and engineering with the likes of RACV, Hertz, BIG4 Holiday Parks, Zoos Victoria, Swinburne University of Technology, SKM and PGG Wrightson Seeds.

Her corporate career has involved Director of Marketing, Communication and Digital Strategy for Zoos Victoria and National Marketing Manager for BIG4 Holiday Parks, giving me a strong background in complex brand strategy, target marketing and membership strategy, stakeholder engagement, and innovation and technology driven performance improvement.

I have earned a Masters of Commerce (Marketing) and a Graduate Certificate in Competitive Systems and Practices (LEAN), is a Judge for the RACV Victorian Tourism Awards, Co-Founder of Live Love Work Port Phillip, and a past Industry Board Member and Acting Chair for Business Without Borders for Swinburne University of Technology.


Travel, Tourism, Accommodation, Membership, Agriculture, Building, Education, Early Childhood Learning, Couture


Belgravia Leisure, Hepburn Bathhouse and Spa, Wai Ariki Hot Springs and Spa, Caravan Industry Association of Australia, Kalparrin Incredible Kids, ViPAC Engineers, VTIC (Victorian Tourism Industry Council), Marysville Jazz and Blues Weekend.



To discuss your needs and how we can help, give Ali McDowell, our Founder a call on 0411 135 317 or email alison@roadmapstrategy.com.au





What is cause related marketing?

Cause-related marketing is a mutually beneficial collaboration between a for-profit and a non-profit designed to promote the for-profit sales and the non-profit cause.

A great example of cause-related marketing is the relationship between Qantas and UNICEF Australia.  Twenty three years ago, these organisations created their highly successful Change for Good partnership.  The partnership invited Qantas passengers to off load unwanted foreign currency after travelling on an international flight, and has collected in-excess of $28 million to support UNICEF’s global child health, child protection and education programs.

Successful cause related marketing starts with selecting the right partner.

For-profits need to understand their customers values and what’s important them.  When selecting your non-profit partner consider the relevance to your business ie industry, geographic connection, size, shared values and vision.

Choosing the right partner with a natural fit will improve engagement with your customers and brand association value and deliver better return for all parties.

Examples of industry collaboration ideas include:

Aligned values is critical to successful long term partnerships.  Shared organisation values, supported by strong relationships between their people become the glue that build strong lasting partnership, that campion and celebrate each other’s businesses for the benefit of both organisations.

With consumers increasingly defining themselves with the brands they use, it is no surprise they are prepared to pay more for products and brands that that reflect their personal values.

So choose carefully, the benefits and value for all parties can be immense driving for-profit sales, promoting the non-profit cause, and stronger customer relationships.

Roadmap Strategy is a niche marketing agency based in South Melbourne.   We welcome the opportunity to work with you to explore and develop for-profit and non-profit cause related business partnerships.

Successful Christmas campaigns build brands by tapping into our emotions.

John Lewis is famous for their Christmas campaigns.   The essence and value of these campaigns is in their ability to build an emotional connection with their audience to ensure the brand is in the audience consideration set when choosing a Christmas shopping retailer.

With a big brand approach, John Lewis develops a deep emotional connection integrated across tv, outdoor and print, and supported instore, merchandise, social, and public relations.

Roadmap Strategy’s favourite John Lewis Christmas Campaign remains the 2014 classic, Monty the Penguin.

Monty won hearts around the globe with a story of friendship, giving and of course love.   The campaign performance metrics were off the charts, with over 350m social media views, soundtrack reached #3 on iTunes charts, 89% of tv audience had seen the ad at least once, and the campaign delivering GDP 141 incremental income for John Lewis.

However the 2014 John Lewis Monty the Penguin campaign, had an additional layer that made a real difference.   Partnering with two charities, John Lewis promoted WWF’s Adopt a Penguin scheme to help support their work in conserving penguin habitat.   In addition John Lewis donated a portion of every Monty the Penguin book sold to children’s charity Barnados’.

WWF reported a 350% increase in Penguin Adoptions, as a direct result of the campaign, and indirect value returned though awareness of the plight of penguin habitat, and knowledge of their broader adoption program.

John Lewis 2014 Christmas campaign is unquestionably one of the best they have delivered.   It strengthened their brand, ensured they were in the consumers Christmas retailer consideration set and supported causes close to the audience’s heart.

Authenticity and connecting with your customers in an emotional way is where the magic happens.  And this is never more pronounced and import as Christmas.


Roadmap Strategy is a niche marketing agency based in South Melbourne.   We welcome the opportunity to develop your next campaign and get the rubber hitting the road, and helping you achieve your business goals.