4-5 December 2013, The Sebel Surry Hills, Sydney, Australia

$945 + GST to attend the forum Before 1 Nov 2013

One-day connected forum and two interactive workshops

Creating integrated digital marketing campaigns to engage stakeholders in new and innovative ways

Hear practical case study presentations from:

Australian Human Rights Commission State Library of Queensland City of Boroondara Australian Communications and Media Authority Australian Securities and Investments Commission Department of Industry, Innovation, Climate Change, Science, Research and Tertiary Education Australian Government Solicitor Australian Museum NSW Police Force

Post-Forum workshops:
Thursday, 5 December 2013
Workshop A: Digital Dividends- delivering targeted marketing programs enabled by digital communications and social media Facilitated by: Antony Loomans, Director, Social Enclave Workshop B: Creating your own video content, on a Government budget Facilitated by: Chris Riordan, Senior Digital Media Advisor, Department of Human Services

Researched by: The Australian Government Social Media Best Practice Toolkit

Supported By:

w w w. a r k g r o u p a u s t r a l i a . c o m . a u

The digital revolution is having a huge impact in the marketing industry. Within government organisations, creating integrated digital marketing campaigns helps to engage with stakeholders in new and innovative ways. More significantly, digital marketing helps in achieving promotional cut-through from information overload and ensures that the public is aware of their activities and services. Leveraging new technological advancements such as mobile apps also helps meet the expectations of the general public and provide an interactive online customer experience. Nonetheless, in addition to the classic challenges of media and audiencefragmentation, there are many challenges that are unique to government organisations that hinder their progress with digital marketing. Due to budget constraints and limited resources, marketing professionals in the government sector need to achieve more with less and develop low-cost and innovative strategies that align with overall organisational objectives. They also have to comply with government protocols and regulations in marketing. This forum brings together case studies from local, federal and state level organisations that have proficiently integrated and achieved success with their digital marketing strategy.

CONNEcTED FoRUM - Wednesday, 4 December 2013

8.30 Registration and refreshments 9.00 Chairperson's opening remarks Tim Archer, Manager, Corporate Communications, NSW Police Force Putting digital first in local government: Case study Imagine if local government had to compete Technology is meant to make life easy, isn't it? Understanding the needs of your customers Making the case: Gaining support from the decision-makers Arming your organisation with right resources Always time for pizzazz: open data, gamification, and co-creation Deb Ganderton, Executive Manager, Communications and Engagement, City of Boroondara 2.00 1.15 Achieving recognition in social media and beyond: Raising your organisational profile

9.15

A case study of brand rejuvenation across web, social media (subscription emails, Twitter, podcasts and vodcasts), publications and events. With before-and-after examples, this session will show you how to keep your brand fresh, which parts to retain and which parts can be varied, extended, enhanced or diversified to increase engagement with your audiences.
Strategies to build your brand and image Ensuring consistent brand messages across your platforms Keeping content fresh by making it easy for content providers David Whitbread, Corporate Communications Manager, Australian Government Solicitor Creating innovative and effective online marketing with a limited budget. Case study: ASIC's MoneySmart ASIC's commitment to financial literacy and development of the MoneySmart brand Understanding the challenges of marketing for a regulatory organisation Online strategies that are achieving cut-through How we are measuring success

10.00 Successful low-cost marketing: Streamlining digital media, social media, TV and You Tube The Racism. It Stops With Me campaign featuring Adam Goodes and Greg Inglis Taking advantage of community service announcements Adrian Flood, Director Communication, Australian Human Rights Commission

Hilarie Dunn, Senior Executive, Corporate Affairs, Australian Securities & Investments Commission Sandra Boyd-Hoare, Marketing Manager, MoneySmart, Australian Securities & Investments Commission Afternoon refreshments and networking Creating SLQ brand online Introducing a new brand Executing the brand online Building the brand image as a foundation

10.45 Morning refreshments and networking - tweet #govmarket 11.00 Using social media and integrating it in your marketing strategy: Case study business.gov.au Creating successful integrated digital marketing campaigns Engaging stakeholders and influencers via social media platforms Managing risks in social media campaigns Jane Dorrian, Senior Communications Adviser, Department of Industry, Innovation, Climate Change, Science, Research and Tertiary Education 2.45 3.15

Cathy Stacey, Executive Manager Communications, State Library of Queensland Mobile marketing strategies: Developing apps and tools Developing mobile apps to communicate and share information Understanding the benefits of new technologies Incorporating mobile strategies within your marketing strategy Managing apps and creating sustainability

11.45 Digital engagement case study: Launch of acma.gov.au Building a platform for engagementApplying a business function model Designing for 24/7 engagement Constructing a modern engagement strategy How to integrate all channels and activities into cohesive campaigns How to get deep engagement Using digital to help overcome limited resources Managing issues and risks of government Exploiting opportunities in the new media world Tom Burton, Executive Manager, media.comms, Australian Communications and Media Authority 4.45 5.00 4.00

Jason Wong, Head of Digital, Online and ICT, Australian Museum Closing remarks by chair End of forum

12.30 Networking lunch (let us know if you have any special dietary requirements 2 weeks
prior to forum)

POST- FORUM worKshopS Thursday, 5 December 2013

Dividends - delivering targeted marketing programs enabled by digital communications and social media
In this workshop you will learn: Tactics for developing business cases and demonstrating pathways to benefit delivery Ground Zero, Small Wins low cost, low risk digital marketing strategies Models for leverage - co-operation between government agencies, NGO's and the private sector Pathways to Success - case studies and real world scenarios Tools for advocacy bootstrapping results with policy and budget constraints Explainer Videos lessons from Start-ups and how they apply to government Social Research Tools targeting messaging and gathering evidence

Registration: 8.30 am Workshop starts: 9.00 am Workshop ends: 12.00 pm Facilitated by: Antony Loomans, Director, Social Enclave About the workshop: This workshop is focused on practical steps to engaging audiences; clients, internal and inter agency. The imperative to produce an efficiency dividend in commonwealth agencies, consolidation of departments at state government level and increased expectations from residents (and budget crises) at the local government level all mean that traditional media budgets and delivery methods are under scrutiny.

Participants will be provided an overview of global trends in Private sector approaches; digital tool selection and social marketing tactics will be discussed in relationship to the issues and opportunities of government agencies and NGO's today. Practical applications from a Program Management and Project Delivery and tool selection will be explored so participants have insights into: Capability Development - Rapid approaches to repurposing existing assets and content and extending campaigns Budget Friendly - safe to fail pilot projects The relationship between Program Management Techniques, Digital Delivery Models and Benefits Delivery To keep it really practical we will walk through the process of creating a simple project. It will be a fast paced 3 hour session with opportunities to ask your most pressing questions About the workshop leader: Antony's marketing expertise developed from delivering change initiatives and for the last 10 years has worked concurrently as an advisor, analyst, consultant, researcher, and project manager to government agencies, NGO's and in the private sector in Australia and Asia
Antony has developed a specialisation in change, governance, capability development, and benefit delivery programs over more than 14 years. He has worked with organisations like 2UE, Deloitte, Fairfax, Virgin Australia, and the University of Technology Sydney.

Creating your own video content, on a Government budget

The aim of this workshop is to: Show you how effective video can be as a communication tool, using Government case studies Show you what gear and equipment you will need, and how much it will cost (and how to justify this expense) Show you some tips and tricks about shooting and editing Take you through the shooting and editing of an actual video. We will spend the second half of the workshop shooting and editing a video, so that you get a hands-on experience of what can be done on a limited budget and on a tight time-line. Answer any questions you may have about video production, DSLR cameras, editing software, accessibility, using social media to distribute the videos, and photography.

Registration: 12.30 pm Workshop starts: 1.00 pm Workshop ends: 4.00 pm Facilitated by: Chris Riordan, Senior Digital Media Advisor, Department of Human Services About the workshop: Video is an incredibly powerful communications tool, whether you are talking to staff or external audiences. While video was once the preserve of big budget campaigns and projects, the cost of video production has come down substantially over the last 5 years, and it is now possible to create your own video content in-house...even on a Government budget!

About the workshop leader:

Chris Riordan established the Department of Human Services video production unit. Over the last 5 years he has filmed and edited hundreds of videos, ranging from staff stories and messages from the Secretary to project launch videos and awards night videos. He has trained up his fellow Communications team members and now has a team of people working on Digital Media production. He also looks after the hosting of the Department's videos as well as the Department's social media presence.

5 WAY s T o boo K Yo U R P L A c E AT T H is E V E N T
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The Australian Government: Community and Marketing

4-5 December 2013, The Sebel Surry Hills, Sydney

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