Communication Strategy
Objective
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The purpose of creating a number of promotional videos for YourSAy was to raise awareness about South Australian events organised by the Department of Premier and Cabinet and to encourage more South Australians to participate in government decisions through Metro and Country Cabinets, get involved in the Adelaide to Zero Challenge, and attend Open State to learn from business experts about their path to becoming successful and join workshops and competitions. The videos showcased the process and experience of these events through a variety of different styles. It was important for the message to be clear and interesting to the audiences, which by being creative in our ideas. The clients' goals were to inform audiences about the upcoming events to include more people in these programs that are only held in South Australia.
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Audience
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As these events are programmed by the South Australian government and are all focused on an increase in involvement of decision making and entrepreneurship, this means that the target audience we are trying to reach are: businesses, entrepreneurs, organisations, partners and potential partners, community groups, government members, education institutions, and cultural institutions.
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Consideration of audiences with different language backgrounds, hearing or visual impairments are necessary in successfully reaching all members of our target audience.
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Implementation
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Open State (launch event):
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3 Guest speaker interviews
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2 vox-pops with general public
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1 Fund My Community instructional video
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Metro Cabinet:
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1 vox-pop/preview of event (Port Noarlunga)
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Country Cabinet:
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1 informative video/interview with Premier Jay Weatherill
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Adelaide to Zero Carbon Neutral Challenge
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1 introductory video
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1 finalists interviews incorporated in one video
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11 videos of each finalist's pitch at award night
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Place
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As requested by the client the platform that the videos will be distributed from are the YourSAy social media pages (Facebook, Twitter, and LinkedIn), as well as the related event pages on social media. These platforms will provide the most awareness and viewership. It is crucial to upload each video within a time frame before and during the events.
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The YourSay website will also showcase the videos, this is where audiences can find out more information about the events such as where, when, why, what.
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