Albury Workshop 9 Apr 2010


Published on

Copy of Albury workshop slides

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • 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

    1. 1. Communicating to Community Promote your organisation for $500 or less Volunteering ACT /Lions 2010 Workshop Series
    2. 4. Overview three low cost strategies mini - workshops sharing ideas
    3. 5. Why Raise Awareness? Promote services Maximise funding Attract new members Earn recognition
    4. 6. Today’s marketing environment time poor community changing expectations corporate social responsibility communications environment
    5. 7. 5 Marketing truths When you don’t promote yourself No-one but you The triangle of effort Clean up the backroom No silver bullet
    6. 8. Marketing is like herding cats
    7. 9. communications audit defining who we need to reach clear messages delivery systems time and money budget measure your marketing Communications plan
    8. 10. Brands
    9. 12. You are a brand What do you want to be known for ? Workshop
    10. 13. 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
    11. 14. <ul><li>In 2010 we want to: </li></ul><ul><ul><li>Tell 25% more families about what we do </li></ul></ul><ul><ul><li>Attract 10 additional volunteers </li></ul></ul><ul><ul><li>Boost numbers at parent evenings by 10% </li></ul></ul><ul><ul><li>Increase donations by 10% </li></ul></ul><ul><ul><li>Secure $5000 in sponsorship </li></ul></ul>Example objectives
    12. 15. Identify your communications objectives for 2010 Workshop
    13. 16. what do we do now? what works? what do we keep? what do we abandon? Communications audit
    14. 17. 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
    15. 18. reaching cane growers                                                                                                                                                        
    16. 19.                                                                                                                                 
    17. 20. Hinchinbrook Shire 14 000 people Herbert River Express 4KZ and ABC Tvlle Australian-Italian Festival in May
    18. 22. some-one who can use their networks to help or hinder you Key influencers
    19. 23. Trust imperative Academic/expert 64% Industry expert 52% NGO rep 45% Person like me 44% CEO 40% Govt official 35% Employee 32%
    20. 24. What key influencers do? They provide: language credibility communications
    21. 26. Who are your audiences? Who can help you reach them? Workshop
    22. 27. <ul><ul><li>understandable </li></ul></ul><ul><ul><li>relevant </li></ul></ul><ul><ul><li>consistent </li></ul></ul>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
    23. 28. Why should people trust you facts n’ figures case studies stories research and reports comparisons contrasts previous record … above all stories
    24. 29. Great leaders tell great stories
    25. 30. Great people tell great stories
    26. 31. What your messages? What are your stories? Workshop
    27. 32. Social media Working through the media Influencer relations More expensive strategies Something old, something new, something ancient
    28. 35. Print Medium of record Publish regularly Often drives the news cycles Numerous opportunities Most likely to doggedly follow through stories
    29. 36. Editorial calendars Different sections of the paper Letters to the Editor Opinion-Editorial Tips for Print
    30. 37. Other People’s Newsletters What to offer the Editor 100 words 250 words 500 words Image and logo
    31. 39. TV is ruled by deadlines Reliance on easy to get news Stories presented in black and white Limited time for your story About TV
    32. 41. Radio Types of radio 24/7 = information hunger Convenience Live crosses
    33. 42. The media is attracted by… Newsworthy Calendar Dates Topical Issues
    34. 43. 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
    35. 44. Use topicality
    36. 45. Media tools <ul><li>Media backgrounder </li></ul><ul><li>Media release </li></ul><ul><ul><li>Personalities </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Comment on trends </li></ul></ul><ul><li>Media alert </li></ul>
    37. 46. How can you work with local media? Workshop
    38. 47. Online Your site Other people’s sites Government sites Media sites Business sites Tourist sites Local sports sites
    39. 48. New media Dramatic increase Not just for kids One to one conversations DIY medium Low cost Citizen journalism
    40. 49. “ Almost 10 million Australians accessed social media websites in December with just under 8 million of those being Facebook members”.
    41. 50. Blogs
    42. 51. Social networking sites
    43. 53. Image sharing sites
    44. 55. Considerations How will we use social media? Control of information Privacy of members Frequency Guidelines on criticism Who does it Copyright
    45. 56. How could you use social media? Workshop
    46. 57. word of mouth marketing Getting others to talk about you
    47. 58. How word of mouth works
    48. 59. What word of mouth needs Topics Talkers Tools Tracking Continuity
    49. 60. 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
    50. 61. Continue the conversation
    51. 62. Word of mouth frequency Opportunity Opportunity Opportunity
    52. 63. How could word of mouth work for you? Workshop
    53. 64. Putting it all together Radio TV Newspaper Other Websites Word of mouth Social media
    54. 65. Timetable
    55. 66. Outline a 12 month communications program Workshop
    56. 67. 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
    57. 68. Measure your marketing
    58. 69. communications audit defining who we need to reach clear messages delivery systems time and money budget measure your marketing Communications plan