Conferences
Public Sector Marketing
> Registration1st July 2009 * Mantra on Northbourne, Canberra
Summary
Tonkin Corporation is proud to present the 2009 Public Sector Marketing conference. This year’s event will bring together numerous government employees and their expertise, focusing on communicating with the public. Numerous case study based sessions will provide crucial insight into the processes of developing and evaluating government campaigns and initiatives.Learning Objectives
ANALYSE research strategies and target audiences
INVESTIGATE changing trends in government marketing
RECOGNISE the benefits of viral campaigns
GRASP appropriate timing of advertising
MAXIMISE public attention and reaction to government initiatives
REALISE alternative measures to engage with an audience
ADAPT research techniques to suit different target markets
INCREASE community participation in campaigns and initiatives
ENGAGE fully with your audience
ACHIEVE community feedback through detailed campaign evaluation
Speakers
Bob Crawshaw, Diverse Australia Program, Department of Immigration and Citizenship
Belinda Hayes, Communications Consultant, Port Phillip Council
Jenny Crocker, NSW Office of Liquor, Gaming and Racing
Helen Willoughby, CEO, Outdoor Media Association
Suzanne Butler, Manager Falls Prevention Program, ICCWA
Rachael Cochrane, Corporate Communications, Public Transport Authority (WA)
Jason Downs, Program Leader Indigenous Services Team, Rural Solutions SA, Primary Industries and Resources South Australia
Karen Cosgrove, Community and Indigenous Services Team, Rural Solutions, Primary Industries and Resources South Australia
Gary Moore, Director of Community Services, Marrickville City Council
Diana Mounter, Design and Development Coordinator, Local Government and Shires Associations NSW
Marilyn Chalkley, Communications Manager, National Health and Medical Research Council
Matt Crozier, Director and Co-Founder, Bang the Table
Conference Agenda
DAY ONE – 29 June 2009
8:30 Registration
9:00 Opening remarks from the Chair:
9:10 Case Study: Changing trends in government campaigns
• Engaging and involving numerous cultures in a single campaign – The Diverse Australia Program
• Recognising the value of word of mouth marketing
• Evolving and creating greater community involvement within programs
Bob Crawshaw, Immediate Past President Canberra Chapter, International Association of Business Communicators
Shock Campaigns
9:50 Case Study: Viral marketing through YouTube, Facebook and email
• Steering away from traditional corporate/council marketing norms
• Creating an edgy and interesting campaign
• Successfully reaching target demographics
Belinda Hayes, Communications Consultant, Port Phillip Council
10:30 Morning Tea
Social Marketing
11:00 Case Study: Gambling Hangover
• Using numerous mediums to maximise exposure
• Grasping timing of advertising – morning radio to target individuals feeling remorse and guilt
• Recognising the impact of SMS marketing and caution text messaging
Jenny Crocker, NSW Office of Liquor, Gaming and Racing
11:40 Case Study: The “Pinkie” campaign
12:20 Luncheon
1:20 International Case Study: Successful research and development
• Capturing the attention of an audience – changing methods
• Reducing health costs to the state through precise marketing budgets
• Analysing current research and evaluation methods
Marilyn Chalkley, Communications Manager, National Health and Medical Research Council
2:00 Panel Discussion: Recognising suitable approaches to addressing ant-social behaviour
• Do consumers care about facts and figures?
• Are graphic images and shocking video more effective?
• Is emotional marketing having an impact?
2:40 Afternoon Tea
Media Toolkit
3:10 Utilising the Web as a community engagement tool
• Achieving direct and continuous communication with the public through the Web
• Understanding and utilising the benefits of social networks
• Continuing online development and continual community engagement
Diana Mounter, Design and Development Coordinator, Local Government and Shires Associations NSW
3:50 Closing remarks from the Chair
4:00 Close of Day One
DAY TWO – 30 June 2009
8:30 Registration
9:00 Opening remarks from the Chair:
Community Engagement
9:10 Case Study: Outdoor marketing
• Recognising the advantages of outdoor advertising
• Maximising impact and attention – locations and timing
• Analysing research, marketing and evaluation of current campaigns
Helen Willoughby, CEO, Outdoor Media Association
9:50 Case Study: Reaching out to older generations
• Appreciating the future demand of the aging population
• Adapting research techniques to suit the 65 segment
• Knowing limitations of media mediums within this segment
Suzanne Butler, Manager Falls Prevention Program, ICCWA
10:30 Morning Tea
11:00 Collaborating with the not-for-profit sector
• Sharing resources to identify areas of need
• Providing a flexible and decentralised model of engagement
• Creating an inclusive society model that inspires real action
Gary Moore, Director of Community Services, Marrickville City Council
11:40 Case Study: Increasing youth engagement in the community
• Encouraging younger generations to provide input into community campaigns
• Providing support and promoting youth engagement
• Transforming ideas into messages
Rachael Cochrane, Corporate Communications, Public Transport Authority (WA)
12:20 Luncheon
1:20 Double Case Study: Engaging with Indigenous communities
• Overcoming potential communication barriers
• Enhancing positive media coverage
• Increasing community participation and encouragement of campaign input
Jason Downs, Program Leader Indigenous Services Team, Rural Solutions SA, Primary Industries and Resources South Australia
And
Karen Cosgrove, Community and Indigenous Services Team, Rural Solutions, Primary Industries and Resources South Australia
2:40 Afternoon Tea
3:10 Panel Discussion: Panel Discussion: Analysing the potential for public sector marketing
• What aspects will never be lost from the marketing and campaign development process?
• Will print advertising ever die?
• Is television the most effective medium in gaining public attention and reaction?
• Is the internet the new answer for both reaching and engaging with the public?
3:50 Engaging online
Engaging your community online – the benefits and managing the risks
- Understanding the risks and benefits of online engagement
- Tool selection
- Risk management
- Case studie
Matt Crozier, Director and Co-Founder, Band the Table
4:30 Closing remarks from the Chair
4:40 Close of Day Two
Workshop Agenda
DAY THREE: WORKSHOPS – 1 JULY 2009
WORKSHOP A:
9:00 – 12:00
The ‘how to’ of complete and thorough online Government community engagement
The internet has changed the way we do just about everything. It will, and has, altered the way we engage with our stakeholders. In Government communications this means a rapid transition away from controlling the message and towards genuine engagement. We no longer have the option of ignoring the web’s capabilities as our stakeholders now demand it as a standard process of continuous communication. In this workshop, hosted by the founders of Bang the Table, delegates will:
- Gain an overview of current web trends
- Analyse major tools such as Twitter, Facebook, YouTube blogs, Flickr and forums
- Discuss relative merits of each tool for different levels of engagements with the community
About your workshop facilitator:
Before relocating to Australia, Matt was Head of Rural Economy for the UK’s Rural Development Commission and Manager environment for the London Underground. Since migrating in 2000, Matt has spent time as the Regional Director for the Department of Planning in the Hunter, worked as the Conservation Director for the NSW Farmers Association and been a Senior Policy Advisor in the Premiers Department. Matt has a first class honours degree in Economics, and two Masters Degrees; in Environmental Economics and Transport.