There are three (3) main strategies to put into place to help promote the plans for projects within communities who are addressing the impact of adversity.

If the three are used simultaneously, they can be very powerful in terms of building profile and ‘ownership’ of the concept. They are:

• A sponsorship strategy
• Promoting the Plan to the Community
• Implementing a media campaign

The aim is to target sponsors locally, statewide and, if appropriate nationally. National sponsors are increasingly ‘looking local’ and want to be seen in areas where they operate as community minded and as have social responsibility.

An efficient way to promote sponsorship is to make initial contact by phone to ascertain the key person to approach and then to send project details. This can take the form of a ‘Sponsorship Kit’ comprising:

• An Outline of the lead agency or organisation arranging the event/project
• An Overview of the Project
• Details of key stakeholders (such as the Advisory Group)
• Details of the sponsorship options or opportunities

Sponsors should be acknowledged throughout the project in some way. Many sponsors will provide guidelines as to how they prefer this to be done. However, it may be appealing to some sponsors to be invited to project events such as the launch, mid-term celebration, Awards Day and so on. Many welcome the opportunity to speak at such events or to do presentations, thus ensuring maximum exposure for their support.

Examples of the contents of a Sponsorship Kit can be located in the ‘Staying Strong’ project information.

An effective way to promote a new concept to a community is to contact its leaders so that they gain early ‘ownership’ and accept a level of responsibility. This can be done by:

• Initiating discussion about identified issues with community leaders in Local Government Areas in the region or community
• Including ideas that could lead to solutions to alleviate local problems – and share the project plan
• Asking for advice on a range of topics that might be of relevance and interest to their community and suggest that this could be covered in a community event.
• Asking for advice on the types of speakers/presenters who would be of relevance to the topics – they could be business and industry representatives, health workers and entertainers.
• Requesting that they nominate a community coordinator, to ensure that the event remains relevant and useful to their community. The Coordinator would oversee the majority of the organising, with the support of the Project Work Group.
• Offering support for volunteers in terms of transport, possible expense accounts etc.

Once on board, the Coordinator would liaise with the Work Group to further promote the event. The Work Group should document all communication and offer mentoring assistance as, and when needed by the community and its Coordinator.

Posters can be an effective way of promoting events as they can be placed in strategic places throughout the community, such as in schools, school newsletters, in shopping centres, doctor’s officers and on websites. The ‘Staying Strong’ Project used the idea of a standard poster design, which was able to be customised to each community location, with dates, times and venue, which added relevance and currency to the promotional campaign.

Examples of a Community Engagement Strategy and Event Management Form, Poster Customisation, Poster, Volunteer Assist Form can be located in the ‘Staying Strong’ project information.

When a community has suffered for an extended period of time and then finds a positive way to ‘rebound’, it is not difficult to attract some media.

An effective media campaign can be arranged through professional PR companies. Alternatively, Advisory Group members may have contacts that could be just as helpful and this would help to build further ‘ownership’ and rapport within the project team. Usually a range of media releases can be produced, using different themes and targeted both local and statewide media, including television, radio and print. Follow up via letter and phone calls can be useful, particularly to known journalists who have demonstrated empathy with rural Australia.

Examples of a Media releases and other documentation pertaining to a media campaign can be located in the ‘Staying Strong’ project information

10. Sponsorship Kit
11.Community Engagement Strategy
12. Media releases
17. Poster Customisation
18. Poster
19. Volunteer Assist Form