Communicating to Canberra Communicating to Canberra

Promoting our value to our community Promoting our value to our community

communications auditcommunications audit

objectives objectives

define who to reachdefine who to reach

messages that persuade messages that persuade

delivery systemsdelivery systems

time, budget, measurementtime, budget, measurement

12 month communications plan12 month communications plan

what do we now?what do we now?

what works?what works?

what do we keep?what do we keep?

what do we ditch?what do we ditch?

Communications auditCommunications audit

Set marketing objectives Set marketing objectives

S S Specific - what exactly will you doSpecific - what exactly will you do

M M Measurable goalsMeasurable goals

AA Agreed - by your Board etcAgreed - by your Board etc

RR Realistic and achievableRealistic and achievable

TT Limited by timeLimited by time

Key AudiencesKey Audiences

who are they?who are they?

where are they?where are they?

what do they know?what do they know?

what gets their attention?what gets their attention?

how do I reach them?how do I reach them?

Your audiencesYour audiences

some-one who uses their networks some-one who uses their networks to help or hinder youto help or hinder you

Key influencersKey influencers

understandableunderstandable

relevant relevant

consistentconsistent

Your messageYour message

““Trade is important for Australia: 1 in 5 jobs depends on trade”Trade is important for Australia: 1 in 5 jobs depends on trade” DFAT DFAT

““This is about whales for lunch not whales for science”This is about whales for lunch not whales for science”Anthony Albanese MPAnthony Albanese MP

““Make Poverty History”Make Poverty History”Bob GeldorfBob Geldorf

How can people trust youHow can people trust you

facts n’ figuresfacts n’ figures

case studiescase studies

research research

compare and contrast compare and contrast

previous record previous record

……above all stories

above all stories

Social media Media

Influencer relations Adverstising and

other more expensive strategies

Something old …. something new ….. Something old …. something new …..

mediamedia

word of mouth marketingword of mouth marketing

social mediasocial media

Integrating your approachIntegrating your approach

RadioRadio

TVTV

Newspaper Newspaper

Social media Social media

Online Online

Word of mouthWord of mouthEventsEvents

CollateralCollateral

Sponsorship Sponsorship

track track

measuremeasure

evaluateevaluate

reportreport

rememberremember

Quality controlQuality control

Communications planningCommunications planning

communications auditcommunications audit

objectives objectives

define who to reachdefine who to reach

messages that persuade messages that persuade

delivery systemsdelivery systems

time, budget, measurementtime, budget, measurement