12. You are a brand What do you want to be known for ? Workshop
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
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
40.
41. Radio Types of radio 24/7 = information hunger Convenience Live crosses
42. The media is attracted by… Newsworthy Calendar Dates Topical Issues
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
59. What word of mouth needs Topics Talkers Tools Tracking Continuity
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
66. Outline a 12 month communications program Workshop
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
69. communications audit defining who we need to reach clear messages delivery systems time and money budget measure your marketing Communications plan
70.
Notes de l'éditeur
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.