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Albury Workshop 9 Apr 2010
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Albury Workshop 9 Apr 2010



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  • Build Up Slide Let’s look reaching can producers using geographic segmentation. We know that sugar cane grows in three states: 95% comes from QLD 5% comes from NSW WA grows a small amount in the Ord River. Breaking that down further
  • Build Up slide In QLD a key geographic area in Far North Queensland. Within FNQ, the Shire of Hinchinbrook is a key area for growers.
  • Using geography let’s put a face to the cane growing constituency of Australia: 14 000 people live in the shire. Herbert River Express is the local (weekly) paper and that is published by the Townsville daily Bulletin 4KZ Innisfail is the most listened to commercial station and likes to carry news of interest to people in the area. May 2004 Australian-Italian Festival is the biggest event in the area and a good way to reach a lot of locals people in a short time. And for Key stakeholders we know that: Mayor Keith Phillips is a member of Lions. Three of the councilors are long time cane growers (Arthur Bosworth, Sherry Kaurila and Paul Mizzi) Male councilors all have fishing and boating as a common hobby.

Albury Workshop 9 Apr 2010 Albury Workshop 9 Apr 2010 Presentation Transcript

  • Communicating to Community Promote your organisation for $500 or less Volunteering ACT /Lions 2010 Workshop Series
  • Overview three low cost strategies mini - workshops sharing ideas
  • Why Raise Awareness? Promote services Maximise funding Attract new members Earn recognition
  • Today’s marketing environment time poor community changing expectations corporate social responsibility communications environment
  • 5 Marketing truths When you don’t promote yourself No-one but you The triangle of effort Clean up the backroom No silver bullet
  • Marketing is like herding cats
  • communications audit defining who we need to reach clear messages delivery systems time and money budget measure your marketing Communications plan
  • Brands
  • You are a brand What do you want to be known for ? Workshop
  • Set marketing objectives S Specific - what exactly will you do M Measurable goals A Agreed - by your Board etc R Realistic and achievable T Limited by time
    • In 2010 we want to:
      • Tell 25% more families about what we do
      • Attract 10 additional volunteers
      • Boost numbers at parent evenings by 10%
      • Increase donations by 10%
      • Secure $5000 in sponsorship
    Example objectives
  • Identify your communications objectives for 2010 Workshop
  • what do we do now? what works? what do we keep? what do we abandon? Communications audit
  • Key Audiences who are they? where are they? what do they already know? what would get their interest? how can we reach them? Your audiences
  • reaching cane growers                                                                                                                                                        
  • Hinchinbrook Shire 14 000 people Herbert River Express 4KZ and ABC Tvlle Australian-Italian Festival in May
  • some-one who can use their networks to help or hinder you Key influencers
  • Trust imperative Academic/expert 64% Industry expert 52% NGO rep 45% Person like me 44% CEO 40% Govt official 35% Employee 32%
  • What key influencers do? They provide: language credibility communications
  • Who are your audiences? Who can help you reach them? Workshop
      • understandable
      • relevant
      • consistent
    Your message “ Trade is important for Australia: 1 in 5 jobs depends on trade” DFAT “ This is about whales for lunch not whales for science” Anthony Albanese MP “ Make Poverty History” Bob Geldorf
  • Why should people trust you facts n’ figures case studies stories research and reports comparisons contrasts previous record … above all stories
  • Great leaders tell great stories
  • Great people tell great stories
  • What your messages? What are your stories? Workshop
  • Social media Working through the media Influencer relations More expensive strategies Something old, something new, something ancient
  • Print Medium of record Publish regularly Often drives the news cycles Numerous opportunities Most likely to doggedly follow through stories
  • Editorial calendars Different sections of the paper Letters to the Editor Opinion-Editorial Tips for Print
  • Other People’s Newsletters What to offer the Editor 100 words 250 words 500 words Image and logo
  • TV is ruled by deadlines Reliance on easy to get news Stories presented in black and white Limited time for your story About TV
  • Radio Types of radio 24/7 = information hunger Convenience Live crosses
  • The media is attracted by… Newsworthy Calendar Dates Topical Issues
  • Tip: Use the calendar December Internl Volunteer Day School year ends Christmas November Remembrance Day Melbourne Cup End of university year October Mental Health Week Water Week Mental Health Week Breast Cancer Day September Start of spring Floriade Citizenship Day Father’s Day August Vietnam Veterans Day Missing Persons Week Hearing Awareness Month Literacy and Numeracy Week July Christmas in July Small Business Awards Diabetes Week June Environment Day Tax time Ski season May May Day Mother’s Day Law Week Heart Week Volunteer Week April April Fools Arthritis Awareness ANZAC Day Road safety Easter March Internl Women’s Day Clean up Australia Harmony Day Canberra Day February Return to school Valentines Day January New Year resolutions Australia Day Summer holidays Children with special needs Young people starting work
  • Use topicality
  • Media tools
    • Media backgrounder
    • Media release
      • Personalities
      • Events
      • Comment on trends
    • Media alert
  • How can you work with local media? Workshop
  • Online Your site Other people’s sites Government sites Media sites Business sites Tourist sites Local sports sites
  • New media Dramatic increase Not just for kids One to one conversations DIY medium Low cost Citizen journalism
  • “ Almost 10 million Australians accessed social media websites in December with just under 8 million of those being Facebook members”.
  • Blogs
  • Social networking sites
  • Image sharing sites
  • Considerations How will we use social media? Control of information Privacy of members Frequency Guidelines on criticism Who does it Copyright
  • How could you use social media? Workshop
  • word of mouth marketing Getting others to talk about you
  • How word of mouth works
  • What word of mouth needs Topics Talkers Tools Tracking Continuity
  • CONNECTORS ALPHAS OPINION LEADERS SNEEZERS PEERS WHO ARE NETWORK HUBS Recruiting influencers Face to face Stories Pass-on tools Continuous contact Face to face works best Explain who you are … why you are worth listening to Tell stories Ask for specific help Thank you’s and rewards Keep continuous contact
  • Continue the conversation
  • Word of mouth frequency Opportunity Opportunity Opportunity
  • How could word of mouth work for you? Workshop
  • Putting it all together Radio TV Newspaper Other Websites Word of mouth Social media
  • Timetable
  • Outline a 12 month communications program Workshop
  • Budget Own Tasks Events Government relations Industry leadership Internal communications Media documents Databases Draft publications Word of mouth marketing Mentoring Case studies Copy for publications Media Specialist Support Mentoring staff Advertising Threat planning Website design Print Design Printing Media training Commercial photography
  • Measure your marketing
  • communications audit defining who we need to reach clear messages delivery systems time and money budget measure your marketing Communications plan