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WINANGALIListen Know Remember
Jagera CountryAcknowledgement
WINANGALIKamilaroi word meaningTo HearTo ListenTo KnowTo Remember
Postcards from the Edge
A regional perspective on the modern-day public relations professional
Big no moreInternet
Free Trade Agreements
International Holidays
Space Travel
Science and education
ControlNetwork News – Local News
Online shopping – Department Store
ATMs – Bank Tellers
Call Centres – Personal Service
Mass Media – Interpersonal Communication
New technologyFacebook – Friends
Twitter – #Discussions
Google it!
Skype – Keep in touch
Selfie – Instagram, Flickr, Pinterest
RSVP, eharmony, tinder, grindr
Media Consumers – Media Producers
Postcards from WHICH Edge
Geography is no longer the main descriptor in regional markets
Niche Market
Define your market
Find them
Know themListen to them
Speak to them
Engage them
Respect them
Clint EastwoodDirector
Actor
Producer
Composer
Republican
Former Mayor
Gran TorinoWalt Kowalski
Korean War Veteran
Widow
Angry and Alienated
Lor Family
Neighbours
Hmong Background
How do we do itCommunicating with Indigenous people
Non-engagement with systems Localised/word of mouth/relevance Community organisations key link Messages distanced as far as possible from Government More and better consultation Multi streamed communication approach
Consumer and Community Organisations Identifiable messages and imagery
Artwork not essential Recognisably Indigenous Speak to Me!
What existing research tells us
Digital SwitchoverThe transition from analog to digital transmission
The Challenge
Mildura Regional S/E South Australia & Broken Hill Regional Victoria Regional Eastern Queensland Southern NSW, ACT and MIA Northern NSW Remote WA Remote Central Eastern Australia Tasmania Brisbane Sydney Melbourne Adelaide Perth Darwin
KudosLead Agency
Ngara© NetworkLocal representation
Two way process
Execution
Ngara©
Dual-focused: Multi-regional Campaign
Refer to overarching campaign Consistent messages and imagery Iconographic tie-ins and visual mnemonics
Local Campaign What to do How to take action
The Line
Branding
Non-Indigenous
Indigenous
The Campaigns
8-14 National with remote emphasis School based 3 layers
Direct to children Parents, Guardians and Influencers Community Organisations and Intermediaries
4 x plays 4 x Lesson Plans 4 x Comics
Animations with Ernie Dingo v/o
Community Champions telling +ve relationship stories 2 x Jealousy Screenplays (m/f versions)
Lesson Plans How to make a movie
“Art & Poster” and “RAP 4 Respect” Competitions Legacy
Train the Trainer Films How to teach ART How to teach Acting How to teach RAP How to make Movies
12-18 National Social media based Facebook discussion Big day out Champions Based Didactic
Postcards from my perspectiveIt is no longer about geography: It’s all about relevance.
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