Promotion and Community Services Plan and implement

advertising strategy that will enhance the Memorial’s

community standing.

Selection of main media channels reviewed and aligned against our audiences.

Advertising campaigns (including concept development) planned and implemented for major ceremonies, events, exhibitions (see page 8) and Friends.

Advertisements placed in appropriate media outlets – radio, TV, print, outdoor and online, depending on budget.

Joint campaigns with partners, including Australian Capital Tourism, accommodation houses, and other institutions, investigated and secured.

Liaison with in-kind sponsors undertaken to ensure value for money and potential sponsorship arrangements.

Investigate media opportunities, including partnerships, content, access to Memorial's collection and staff expertise in relation to the Centenary of the First World War.

4. Public Relations 1.6 Promotion and Community Services Plan and implement

First World War centenary communications strategy implemented to ensure effective positioning of the Memorial in the lead-up to the centenary.

Media campaigns planned and implemented for major ceremonies, events and exhibitions (see page 8) to achieve national coverage.

Negative media issues actively managed and resolved.

Proactive approach to media coverage continued:

• manage media at planned commemorative events and VIPs

• media enquiries responded to promptly

• media releases prepared and distributed

Communication and Marketing Business Plan 2012–2013 Planned Activities Performance Targets

• Memorial News columns in Wartime and Vetaffairs prepared on schedule

• images and film of the Memorial and our collection supplied to the media on request

• items added to News category of Memorial blog when appropriate.

News and commercial film crews fully supervised when on Memorial premises.

Media training for staff provided as follows:

• ongoing formal and informal media training for staff conducted as required

• media advice and support provided to other sections as required

• training in new media skills provided as required.

Media monitoring continued and weekly media summary collated for distribution to Memorial Council members and staff.

Dedicated media website maintained:

• manage the password-protected website for journalists to access Memorial collection materials

• media releases added to the website in a timely manner.

Strong relationships developed with key local and international media outlets developed.

Regular contact maintained with other sections to maximise media opportunities.

Media distribution lists continually monitored and improved including investigation of distribution system completed.

Contractor induction program implemented as required by Work Health and Safety Act, Director's Instructions and other relevant Memorial policies.

5. Website 1.6 Promotion and Community Services 1.7 Research & Information Dissemination Develop, create and

manage an innovative website that enables researchers and the public to find, use and engage with the collection.

An area on the website for Centenary of the First World War implemented to provide infomration and online resources to the media and community.

Digital access policy finalised and implemented.

Social media policy finalised and implemented in conjunction with Head CAM, Head IT, and WRC.

Active participation continued in the ANZACs Online project, especially regarding the design and construction of interfaces, underlying frameworks and services, in conjuction with the Research Centre, MICA team and IT for digitised First World War collection material.

Share our data with people and make it machine readable so we can start working on linked open data.

Memorial's website managed:

Communication and Marketing Business Plan 2012–2013 Planned Activities Performance Targets

• content licensed appropriately • content kept up to date

• web content management system (Drupal) continually improved

• selected emerging tools and methods of sharing content and data investigated, evaluated, and adopted if of value and approved by IMSG

• staff trained and supported to contribute blog articles and to manage comments.

The Memorial's social media channels (e.g. Facebook, Flickr, Commons on Flickr, Twitter, YouTube) used to continue promoting our collection, ceremonies, exhibitions and events.

In conjunction with MICA users group and other stakeholders, revise the web interface for publishing, searching and viewing digital copies of National collection items.

When required, staff trained and supported to use the web content management system, Drupal, to amend content on the external site and the staff intranet.

Historical, educational and corporate material on the website reviewed and updated in close consultation with sections:

• Education – new web pages created and exisiting web material updated where appropriate to support and reflect the national curriculum

• Events – assisted with the promotion of events and ceremonies by the creation of new, and the updating of exisiting, web pages

• Military History – editing, confirmation of historical facts, and the preparation of new material

• People Management Section – recruitment staff supported and trained to submit job information online, jobs section of the site updated, social media used where appropriate to advertise vacant positions

• Research Centre – research resources and guides kept up to date and interfaces built or amended as required for digitised collection material.

Memorial's email newsletter, e-Memorial, produced each month in consultation with sections.

Assistance provided as required to Online Sales, Centenary media team and the media officer to prepare or develop email newsletters.

Support provided to the Friends of the Memorial program through promotion on the website, social media channels, and the email newsletter.

Regular analysis of online usage provided

• regular reports of usage patterns on the website and use of social media channels provided to CMG/IMSG/SMG and used for future planning across the Memorial.

• regular discussion with IT section to ensure compliance with technical, usability and accessibility standards, and maximise potential of new technology.

The staff intranet reviewed in relation to Sharepoint and appropriate changes approved by IMSG and implemented.

Conferences, workshops, seminars related to web technologies, linked data, social media etc attended in order to keep up skills and knowledge up to date.

Communication and Marketing Business Plan 2012–2013 Planned Activities Performance Targets

6. Friends of the

Memorial 1.6 – Promotion and Community Services 1.12 – Revenue Generation

Management and development of the Friends of the Memorial program.

Review of the Friends of the Memorial program undertaken, including price, processes, performance, and member benefits.

The operation of the Friends of the Memorial managed effectively and efficiently within limits of revenue raised.

A percentage of revenue from Friends used to generate new members.

A biannual What’s on program developed, including identifying opportunities for functions for Friends of the Memorial held in conjunction with selected exhibition openings at the Memorial, major events and ceremonies, as well as in conjunction with particular aspects of the Memorial’s collections, e.g., Treloar Tours, interstate visits.

Special Friends discounts and packages developed in consultation with various accommodation houses, other institutions, the Memorial Shop, Hudsons Catering, CIT, and similar organisations

A framework developed for planning, organising and holding Friends' events in conjunction with travelling exhibitions in other states.

Friends promotion and marketing managed effectively:

• potential member organisations identified and information packs mailed out

• promotion and information on website increased and updated regularly, including details of the new online membership purchasing facility, renewals and Donor Program

• identify cost-effective opportunities to promote the program through existing markets and developing new markets

• Friends of the Memorial pages in Wartime revised prepared and coordinated

• Friends subscription lists compiled and sent to publisher of Wartime

• Friends eMemorial section compiled monthly

• Friends eMemorial subscription list maintained, updated regularly and sent to web team.

Regular contact maintained with other sections to maximise Friends' opportunities.

Marketing communication strategy developed and implemented.

Friends' data managed and maintained to streamline workflow and accurate records maintained to ensure correct receipting of payments.

Australian Federation of Friends of Museums forum and AGM attended.

Monthly statistical report provided to CMG.

Communication and Marketing Business Plan 2012–2013 Planned Activities Performance Targets

7. Corporate

Publications 1.6 Promotion and Community Services