Brad O'hara

Brad O’Hara

Head of Community Engagement NRMA Group of Companies

Engaging the Community

Corporate Profile

2.3 Million MembersNSW/ACT

Motoring & Travel

NRMA Group of Companies

Engaging the Community

Geographic Reach

Engaging the Community

Demographic Profile

16 – 90 Skews to older

Engaging the Community

Historically one communication channel

Engaging the Community

Internet (somewhere in the middle)

www.engagethecommunity.com.au

Engaging the Community

Face to Face Communication

Roadshows/forums

Mobile Member Centre

Branch Network

Engaging the Community

Have they been successful?

What else could have been done?

Is it a good return on investment?

Engaging the Community

Online “the new world”

Engaging the Community

Some constraints

Not accessible to all demographics

Resource intensive

“once it’s out there – it’s out there”

Engaging the Community

Benefits

Reach

Flexibility

Cost

Engaging the Community

Measurement - “key to success”

10,160 fans

6,245 followers

Engaging the Community

Key learnings

What workedin

Face to Face?

Engaging the Community

Key learnings

What workedin

Online?

Engaging the Community

Can social mediacompliment current

communication methodsbetween organisations

and communities?

Engaging the Community

NRMA Motorfest

150,000 visitors in 2010

Promotion by print, online and social media

Engaging the Community

The simple answeris

“Yes it can”

Engaging the Community

Questions

Engaging the Community