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TECHNICAL AID TO THE DISABLED ACT (TADACT)

Communication Strategy prepared by

Samantha TaylorJamie WilliamsCarrie YangRachel Leavitt

TADACT WALK 4 ABILITY COMMUNICATION STRATEGY

Executive Summary...............................................................................3Organisation background.......................................................................5SWOT analysis......................................................................................6Research into major issues....................................................................8Communications challenges facing TADACT and Walk 4 Ability..............10Target Publics.....................................................................................12Strategy Goal and Objective overview..................................................15Key Messages.....................................................................................16Tactics & Message Delivery Strategies.................................................17Strategy Timeline & Budget.................................................................22Evaluation...........................................................................................29Reference list......................................................................................31Appendices.........................................................................................32

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Executive SummaryTechnical Aid to the Disabled ACT (TADACT) is a not-for-profit (NFP) organisation which has been

in operation in the Canberra region for over 35 years. TADACT specialises in the alteration and

creation of equipment for the disabled and the elderly, to enable them or their carers to better cope

with their disability or needs.

Despite TADACT’s delivery of a unique and specialist service to the Canberra community, the

organisation has low recognition among the general public. Given the organisation provides

services to the disabled, elderly and their carers, people not identified as such are unlikely to be

aware of the organisation.

Walk 4 Ability is an International Day of People with Disability (IDPwD) event which TADACT runs

each year. Walk 4 Ability is a 5km walk around Lake Burley Griffin aimed at raising awareness

about public accessibility for the disabled and promoting social inclusion. Walk 4 Ability is

TADACT’s key fundraising event.

As a result of TADACT’s low recognition within the broader Canberra community, participation in

previous Walk 4 Ability events has been relatively low. In 2013 the event generated around 200

participants. This could be due to a number of factors, including low awareness of the organisation

and event, as well as competition with other IDPwD events during the same weekend.

In order for Walk 4 Ability to be a viable fundraising and awareness raising activity for TADACT, it

requires a dedicated communication strategy. This strategy focuses on TADACT’s Walk 4 Ability

2015 event, however the strategies are applicable beyond 2015 and should be viewed as a

framework for future Walk 4 Ability events.

The overarching goals of this strategy are to raise awareness of Walk 4 Ability 2015 in order to

increase registrations; and to increase event sponsorship and leverage existing support to ensure

significant funding for TADACT in the future. The target publics for this strategy are wide-ranging in

order for targeted communication to reach specific stakeholders. Primary target publics include

clients of TADACT—including their families and carers; potential and existing sponsors and

partners; and community groups.

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This strategy takes into consideration the very limited people resources TADACT has to deliver the

annual Walk 4 Ability event. In order to address these issues, the strategy recommends TADACT

seek to secure a long-term official event sponsor and event ambassador for at least three years,

commencing in 2015. This will ease the administrative burden of securing sponsorship each year,

and will provide stability in event planning.

This strategy also takes into consideration TADACT’s limited budget and while a number of tactics

involve some costs, these have been kept to a minimum. Where it’s possible that work could be

provided pro-bono or through an in-kind sponsor, this has been noted. This will ensure the strategy

is enduring and can be shaped depending on TADACT’s budget in a given year.

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Organisation background TADACT was founded in 1979 following a committee of enquiry led by Derek Wrigley, Chair of the

Design Council’s Education Committee. The committee of enquiry was formed in response to then

Director of the Victorian Branch of the Independent Living Centre, Ralda Collins question “why

can’t disability aids be better designed?”. TADACT have remained committed to their cause and

slogan ‘enabling independence’ since their incorporation over 35 years ago, with more than 400

volunteers having produced over 6000 specialty items for clients of the organisation.

As an NFP organisation TADACT has a staff of two permanent employees and relies heavily on its

volunteer workforce of over 65 (TADACT. 2013) people to deliver its services. The organisation is

governed by a board, which consists of eleven board members.

FundingAs an NFP organisation, TADACT’s income stems from government funding and grants, corporate

sponsorship, donations and fundraising activities.

TADACT is a registered provider under the National Disability Insurance Scheme (NDIS), recent

changes to the NDIS may result in reduced block funding, potentially impacting the organisation’s

financial viability. During the financial year ending 30 June 2013 TADACT recorded a $59,179

profit, before ongoing running expenses, from a total operating budget of $254,686.

Walk 4 AbilityWalk 4 Ability is TADACT’s key awareness and fundraising event, run during the week dedicated

to IDPwD and is scheduled this year for 29 November.

TADACT have identified Aspen Medical and Disability ACT as key event sponsors for 2014 and

VIP guests include Huy Nguyen, Young Australian of the Year 2014 and Michael Milton, world

record holding Paralympian. They also have an ongoing partnership with the Canberra Chargers

Wheelchair Basketball team for the event.

TADACT does not have a dedicated communications strategy in place for the 2014 Walk 4 Ability

event.

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SWOT analysis TADACT’s strength lies in its relationships—with its volunteers, ambassadors and partnerships

with tertiary institutions. Despite these relationships, TADACT’s main weakness is its low

awareness among the community, limited social media profile and an outdated website, which

hampers efforts to communicate effectively with the community. In a competitive NFP market,

these issues could threaten the ongoing success and funding of TADACT.

TADACT’s relationships will assist with communication for its annual Walk 4 Ability event, however

it may be difficult to garner support from outside of its direct network, given the communication

issues noted above.

International Day of People with Disability (IDPwD), celebrated on 3 December each year,

coincides with TADACT’s annual Walk 4 Ability event in 2014. The Australian Government

supports IDPwD by providing funding to promote and raise awareness of the day (IDPwD. 2014).

Strengths Strong volunteer base which can help to spread communication about the good work of the

organisation.

Partnerships with the Australian National University and the University of Canberra in

relevant disciplines (e.g. Engineering, Physiotherapy, Occupational Therapy), which may

increase skilled volunteers in the future (TADACT. 2011).

Positive and engaged ambassadors.

Enough funds have been raised to cover operational expenses in the 2012/13 financial year

(TADACT. 2013)

Successful previous Walk 4 Ability events.

Previous local media coverage of Walk 4 Ability events.

Weaknesses Low community profile, despite being in operation for 35 years.

TADACT’s current facilities, while adequate, are not ideal to effectively carry out the

organisation’s functions, such as client consultations.

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TADACT has limited people resources within the organisation, with only two full-time

employees.

Limited social media profile.

There is no budget for this year’s Walk 4 Ability event.

Ambassadors can be difficult to book in due to their busy schedules.

There is limited information currently available on TADACT’s website about the Walk 4

Ability event.

TADACT’s website is out of date and based on HTML code, meaning it can’t be updated by

TADACT staff. This affects the timeliness of communication.

Opportunities Work with local universities to incorporate TADACT internships into the curriculum.

Increase participation from previous years by registering on the International Day of People

with Disability (IDPwD) website and including it on their event calendar.

Partner with another organisation for Walk 4 Ability 2014, which will increase exposure and

participation.

Threats NDIS funds may be slow to reach TADACT, as clients will prioritise other needs ahead of

their specialised mobility solutions.

Remaining financially viable in a NDIS environment, which will result in reduced government

funding for the organisation.

If TADACT’s volunteer base were to greatly diminish, the organisation would not be able to

continue its operations.

Other events coinciding with IDPwD could compete with Walk 4 Ability for media coverage

and participation.

Poor weather could threaten the success of the Walk 4 Ability 2014 event.

Competition with over 600,000 other not for profit organisations nationally (TADACT. 2013).

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Research into major issues According to the Australian Productivity Commission, there were approximately 600,000 NFPs in

operation across Australia in 2010 (Productivity Commission. 2010). Whilst the work that the

various Technical Aid to the Disabled organisations perform throughout Australia is unique, the

issues and challenges they face are, unfortunately, not unique to organisations situated in the NFP

sector. TADACT, like most NFPs operating in the disability sector, faces many issues. Some major

issues include:

Heavy reliance on volunteers TADACT relies almost solely on volunteers. At present, TADACT has over 65 volunteers working

on ongoing projects for its clients, and over TADACT’s 35 years of operations, it has had over 400

volunteers work within the organisation. (TADACT. 2013) These volunteers are required to use

their own workshops and tools, or those that they have access to, in order to design or improve

these aids for people with disabilities. If volunteers are no longer able to donate their time and

resources to the organisation, TADACT may not be able to continue operating.

National Disability Insurance Scheme (NDIS) Whilst it is too early to determine the effects of the NDIS on TADACT, as only five people in the

ACT are currently registered with the NDIS, TADACT staff believe it will have unintended negative

impacts on its organisation. Their main concerns are that when people who are registered on the

NDIS receive their financial help, they will prioritise things such as improvements to their homes, or

expensive equipment, over the tailor-made and unique equipment that TADACT is able to provide.

TADACT is concerned that it will lose a significant portion of their its clientele when more people

are registered with the NDIS, or it may take some years before TADACT will see funds flow down

for its specialised services.

Lack of awareness about Walk 4 AbilityDue to several factors such as lack of resources and staff shortages, there is very little knowledge

about the annual Walk 4 Ability event in Canberra. This is a major issue for TADACT as the walk is

its key fundraising event. As an NFP with an uncertain financial future, this fundraising event is

crucial to the ongoing operation of the organisation.

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Funding As an NFP organisation, TADACT relies heavily on government funding as well as sponsorships to

cover on-going operational costs such as staff salaries and insurance. TADACT fears that as a

result of the NDIS, government funding to the organisation may be heavily reduced. TADACT’s

clients are only required to pay for the materials used to modify or improve their equipment. If

sponsorship and government funding is lost, TADACT may only be able to continue work for their

clients at a far greater charge.

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Communications challenges facing TADACT and Walk 4 Ability TADACT faces a number of communications challenges, including limited funding, resourcing and

low recognition among the ACT general public. Given TADACT operates within a niche market, its

workforce prioritisation focuses more around the delivery of services instead of the advertisement

and communication of services.

Low recognition in the ACT general public Despite TADACT’s delivery of a unique and specialist service to the ACT community, the

organisation has low recognition amongst the general ACT public. Given the organisation provides

services to the disabled, elderly and their carers, people not identified as such are not likely to be

aware of the organisation. Advertising on Disability ACT Community Services (Disability ACT.

2014) only serves to increase awareness of the organisation among the public who specifically

research like services.

ResourcingA major factor contributing to all of TADACT’s communications challenges is a lack of resources,

both financial and staffing. The organisation does not have a dedicated communication team to

adequately develop its public relations strategies for the organisation or events, nor does it have

funding to outsource this task to a consultancy.

MediaDespite the important work it does, TADACT receives limited media coverage. The organisation is

infrequently mentioned in the Canberra media, with limited mentions in the Canberra Times and

Canberra Weekly.

Social mediaTADACT is active on the social media platforms Facebook and Twitter. Although the organisation

utilises these cost effective tools as a way to communicate with its publics, a lack of interactivity

and two way communication limits the effectiveness of the organisation being active in this space.

This has resulted in low numbers of ‘followers’ and ‘likes’ being 248 for Twitter and 212 for

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Facebook. Periodic updates to the news feeds and a lack of vital information for Walk 4 Ability is a

missed opportunity to appeal to their followers to participate in the event. By committing to further

utilisation of these interactive media platforms TADACT could increase the awareness of the

organisation’s story and its services in the market.

Internal communicationTADACT releases a periodical newsletter, updating recipients with recent achievements, news and

upcoming events. With more than 65 volunteers internal communications are important for

ensuring work is recognised and positively reinforced. The organisation has an official website

(TADACT. 2011) but due to resourcing constraints, lacks important content and requires

modernising.

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Target Publics Target publics are the people important to TADACT’s successful implementation of this strategy.

Key messages will be tailored for these publics to increase awareness and promote participation in

the Walk 4 Ability event.

Primary

TADACT clients Current and previous clients of TADACT Families and carers of TADACT clients Prospective TADACT clients Volunteers of TADACT

Potential and existing sponsors and partners Existing sponsors: Aspen Medical Potential sponsors: McDonald’s, Bunnings Warehouse, Capital Chemist, ME Bank Existing partners: the Canberra Chargers Wheelchair Basketball Team Potential partners: Canberra Raiders, University of Canberra Brumbies, University of

Canberra Capitals, CBR Brave, Canberra Cavalry Existing ambassadors: Michael Milton, Huy Nguyen Existing paralympian ambassador: Susan Powell Potential paralympian ambassador: Evan O’Hanlon

Community Special needs school students

o Black Mountain School o Cranleigh Schoolo The Woden Schoolo Malkara School

Primary and secondary schools across Canberra Parents and teachers of school children ACT family carers (through Carers ACT network)

Secondary Organiser of iDay expo: ACT Community Living Project Inc.

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ACT Government: Disability ACT, Department of Social Services ACT community disability services and organisations: Pegasus Riding for the Disabled

ACT, Carers ACT, Hartley Live Care, Koomarri, Life Without Barriers, People with Disability ACT, ACT Community Living Project Inc.

Tertiary Local online community media (notice boards and local news sources):

o The Riot Acto Out In Canberrao Visit Canberrao Actew AGL Community Switcho Southern Cross Ten community connecto Our Community community calendaro Communities online

Local print media (newspapers and magazines):o The Canberra Timeso Canberra Weeklyo The Chronicle o City News

Local radio media, such as: local advertising, news bulletins and specialty radio programs:o 666 ABC Canberrao 2CA/2CC Capital Radioo Canberra Multicultural Service Radioo SBS Radioo Mix 106.3o 104.7 Southern Cross Austereo o UC FM

Local television media, such as: news bulletins and specialty television programs (both pre and post event).

o WIN NEWS Canberrao ABC Local Canberrao Prime 7 Canberra Region o Southern Cross Ten

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Strategy Goal and Objective overviewGoal 1- Raise awareness to increase registrations for Walk 4 Ability 2015

Objective 1- Enhance appeal of event in order to increase registrations by 50% by Walk 4 Ability 2015

Objective 2 - Publish five articles through various Canberra news outlets by September, 2015

Objective 3 - Increase the number of followers on social media by 50% between Walk 4 Ability 2014 and Walk 4 Ability 2015

Objective 4 - Secure support from at least three clients of TADACT who can act as spokespeople for the organisation during the event (and in the promotion of the event, if required) by Walk 4 Ability 2015

Objective 5 - Obtain one media partnership for Walk 4 Ability by September, 2015

Goal 2 - Increase event sponsorship and leverage existing support to ensure significant funding for TADACT

Objective 1 - Secure one long-term, major sponsor before June, 2015

Objective 2 - Secure one sponsor in remaining sponsorship categories before June, 2015

Objective 3 - Secure one long-term event ambassador before Walk 4 Ability 2015

Please note: rationales for each objective are outlined at Appendix A.

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Key MessagesDelivering key messagesThe key messages have been developed to persuade TADACT’s target publics to support or take part in Walk 4 Ability 2015. The key messages reflect the diversity of the publics TADACT aims to reach—from potential participants through to sponsors and clients.

Potential Participants Walk for ability and help enable independence for those living with disability Experience life in someone else’s shoes—take part in Walk 4 Ability’s wheelchair relay and

help raise awareness for accessibility in public places Walk 4 Ability celebrates the ability of those with disability TADACT needs your support if it is to continue changing the lives of people with disability TADACT has modified over 6000 items to help people lead independent lives

Clients Support Walk 4 Ability and show the community how TADACT has helped enable your

independence Have we helped you or your loved one lead a more independent life? We need you to help

us tell our story, and show the community how TADACT can change lives. Contact us to volunteer your support

There are many ways to help spread the word about the valuable work of TADACT—help us by telling your story

SponsorsSponsorship is vital to the ongoing work of our organisation. Through sponsoring Walk 4 Ability,

you will assist us in our mission to:

Enable independence for those in the community who benefit from our work Promote the abilities of those with disabilities Highlight the importance of social inclusion

AmbassadorsAs an official Walk 4 Ability Ambassador you can help raise our profile and secure support from the

community to continue TADACT’s work. Your support of Walk 4 Ability will assist us in our mission

to:

Enable independence for those in the community who benefit from our work Promote the abilities of those with disabilities Highlight the importance of social inclusion

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Tactics & Message Delivery StrategiesGoal 1, Objective 1: Enhance appeal of event in order to increase registrations by 50% by Walk 4 Ability 2015

Target publics: TADACT clients and volunteers Community groups Potential and existing sponsors Potential and existing ambassadors and partners Local radio, print and television journalists iDay expo organisers

Tactics: Hold an event launch to promote Walk 4 Ability one month prior to the event (refer to

APPENDIX B) Provide information about the launch on the TADACT website by September 2015 Provide information about the launch in the TADACT newsletter from September 2015 Send invitation to selected journalists by the beginning of October 2015 Send out a media alert to local media the morning of the launch Send invitations with event information to clients, clients’ families, TADACT volunteers and

board members and participants from previous years to ensure certain population is acknowledged by mid-October 2015

Retain participants email addresses from Sticky Tickets registration database to include in TADACT’s newsletter email distribution list

Consistent updates on social media platforms: Facebook/Twitter Hold activities at Walk 4 Ability 2015 to increase the appeal of the event for a broader target

public. This will foster greater participation and assist in raising funds through gold coin donations. Activities may also encourage on the day registrations. Activities and events could include:

o Children/ Family Activities: Petting zoo, face painting, jumping castle, pony rideso Meet and greet with the Canberra Chargers and representatives from local sporting

teamso BBQ

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Goal 1, Objective 2: Publish five articles through various Canberra news outlets by September, 2015

Target publics: Community (includes special needs and other schools) ACT community disability services and organisations Local online community media Local print media outlets Local radio media Local television media

Tactics: Draft a generic newsletter/newspaper article for circulation in school and disability

organisation publications (refer to Appendix C) Send media releases to all Canberra based news outlets, including online bloggers,

community news and local magazines Approach local broadcast news outlets to request community service announcements and

media presence (refer to Appendix F)

Goal 1, Objective 3: Increase the number of followers on social media by 50% between Walk 4 Ability 2014 and Walk 4 Ability 2015

Target publics: Current, previous and prospective TADACT clients and their families, carers and friends TADACT volunteers ACT community disability services and organisations Community (includes special needs and other schools) Potential and existing event sponsors Potential and existing partners Ambassadors

Tactics: Incorporate an Instagram competition for best photo at Walk 4 Ability into event marketing,

the hashtagged photo with the most likes will win a prize (refer to Appendix D). Create and encourage the use of #walk4ability through existing Facebook and Twitter

accounts, and establish an Instagram account ahead of Walk 4 Ability 2015. Include social media badges information on all TADACT publications and marketing

material Promotion of the competition through existing social media and TADACT publications

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Utilise the social media platforms of ambassadors and sponsors to communicate messages to their followers

Goal 1, Objective 4: Secure support from at least three clients of TADACT who can act as spokespeople for the organisation during the event (and in the promotion of the event if required) by Walk 4 Ability 2015

Target publics Current TADACT clients Former TADACT clients Clients’ families/carers (current/previous)

Tactics Include an article in TADACTNews with a call to action, requesting those who have been

helped by TADACT to ‘champion’ the organisation. This could range from providing a testimonial (for use in print media/marketing collateral), through to speaking to media at events such as Walk 4 Ability. Champions are not limited to clients and could include the parents and/or carers of TADACT clients.

Targeted communication (face to face/telephone) with clients or their parents/carers who are good candidates for the ‘champion’ role

Goal 1, Objective 5: Obtain one media partnership for Walk 4 Ability by September, 2015

Target publics: Local media organisations (Print, radio and television)

Tactics Send correspondence (email/letter) to local media requesting a community service

announcement (CSA) be played on the respective station. This request should include information from the sponsorship pack, as well as a CSA radio script and CSA content for print media (refer to Appendix F)

Through TADACT’s relationship with Genevieve Jacobs (Mornings presenter, ABC 666), request a live broadcast from 666 ABC Canberra radio at the Walk 4 Ability event. Based on current programming and event timing (Saturday morning), this would be Saturday Breakfast with Greg Bayliss.

In order for this tactic to appeal to 666 ABC Canberra and to be effective, TADACT will need to secure support from clients and previous clients to talk about their experiences with

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the organisation and why it needs the support of the Canberra community (as per Goal 1, Objective 3).

Hire a local photographer to take photos of the event which can then be submitted along with a news story to local media, including The Canberra Times and The Chronicle.

Goal 2, Objective 1: Secure one long-term, Official Walk 4 Ability sponsor before June, 2015

Target publics: Potential and existing sponsors

Tactics: Send correspondence (email/ letter/ telephone) seeking expression of interest for long-term,

major sponsorship opportunity Send sponsorship information package containing information about the long-term, major

sponsorship opportunity (allow for negotiation in regards to sponsorship opportunity, eg. extra banners at event, etc.) (refer to Appendix E and Appendix G)

Continue ongoing communication with potential sponsor about the sponsorship opportunity

Goal 2, Objective 2: Secure one sponsor in remaining sponsorship categories before June, 2015

Target publics: Potential and existing sponsors

Tactics: Identify and correspond with potential sponsors via email/ telephone/ meetings Create a sponsorship proposal to send to potential sponsors including cover letter and

backgrounders detailing information on TADACT, their clients and their work. Proposal would also include information on TADACT’s mission and core values.

Send sponsorship information packages to potential sponsors containing sponsorship information including costs of sponsorship, what their sponsorship level entitles them to, what their sponsorship contribution is being used for, etc. allowing for negotiation of sponsorship benefits

Meet with potential sponsors to discuss sponsorship options once they have received sponsorship information pack. Outline benefits of sponsorship in each sponsorship category. Also discuss possibilities for negotiation in regards to sponsorship to ensure each sponsor is fully satisfied with their sponsorship commitment

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Continue ongoing communication via email, telephone, meetings, etc. to discuss possible sponsorship opportunities

Goal 2, Objective 3: Secure one long-term event ambassador before Walk 4 Ability 2015

Target publics: Potential and existing ambassadors

Tactics Send targeted correspondence (email/letter) to potential ambassadors requesting their

official participation in Walk 4 Ability 2015. Develop an ambassador pack for Walk 4 Ability 2015—similar to the sponsorship pack—

however it would contain information specific to the role of Walk 4 Ability ambassador, e.g. media talent, opening the event, interacting with participants (photo opportunities) (refer to Appendix H).

Utilise the social media platforms of ambassadors to communicate messages to their followers.

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Strategy Timeline & Budget

Timeframe Task Budget item Budget expense

November, 2014 Promote use of social media tactics such as hashtags and status updates in the month prior to the event to increase followers on social media sites

48 hours prior to the event, create a countdown on social media platforms (including logistical information)

During Walk 4 Ability update social media with photos of the event and activities

Include an article in the following edition of TADACTNews, highlighting the event and its achievements

March, 2015 Update social media and TADACT’s website with initial information on Walk 4 Ability 2015 (Facebook, Twitter)

Have sponsorship proposals and information packages ready to send to six potential sponsors and targeted major sponsors

Printing and postage costs $20

April, 2015 Start relationship building with potential event sponsors and partners, including regular email, telephone and face-to-face meetings, to have discussions about the sponsorship and partnership options

Update social media sites with relevant information (relevant would include the securing of a sponsor etc)

May, 2015 Consistent communication with potential sponsors to secure additional sponsors for each sponsorship category



June, 2015 Continue building interactions with the publics on social media platforms (i.e. telling stories of TADACT, events information update, create conversations/discussion in relation to the event)

July, 2015 Tailor ambassador pack and send to prospective ambassadors Printing and postage costs $20

Write article for TADACTNews and seek support from current and previous clients to talk about their experiences with TADACT, as volunteer ‘champions’ of the organisation


August, 2015 Update social media sites with relevant information (relevant would include the securing of a sponsor and event launch details etc)

Contact 666 ABC Canberra to request a live broadcast from the event—follow up at appropriate intervals until a response is provided.

Begin targeted communication with selected clients, requesting they volunteer to champion the organisation during Walk 4 Ability 2015—follow up at appropriate intervals

Invite Joy Burch MLA, ACT Minister for Disability (or her representative) to open event—follow up at appropriate intervals until a response is provided

Approach local companies for Walk 4 Ability Friend ‘in-kind’ sponsorship Photography Jumping castle

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Petting zoo Face painting Other appropriate activities

Commence planning activities for event launch

Research launch venue details, book and apply for relevant approvals TAMs administration fee $50

Confirm details of launch, for example: Cake cutting or BBQ Who will speak/officially ‘launch’ Walk 4 Ability Equipment display Client champions who can speak to media

Update TADACT website with details of the event launch

Invite guests to launch

Obtain one media partnership for 2015 event

Finalise CSA script and CSA print copy

Send correspondence to local media requesting CSA (radio/print)

September, 2015 Research Walk 4 Ability venue details, book and apply for relevant approvals

TAMs administration fee $50

Design and order event volunteer t-shirts Purchase and printing costs $300 20 T-shirts @ $15ea

Secure three ambassadors for 2015 event

Follow up with prospective ambassadors

Continue targeted communication with clients re prospective champions

Event website launched and event registrations open (by end of Sticky Tickets $1.50-$2.50 per

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September) administration fee registration $450-$750 based on 300 registrations

Update TADACT’s website with latest event details, including how to register. Use prominent position on the homepage (rolling banner display).

Continue planning activities for event launch

Write media release for event launch and send to local media outlets

Write article in September edition of TADACTNews about the launch

Update social media sites with relevant information (relevant would include the securing of a sponsor and event launch details etc)

Order road signage for Walk 4 Ability Vistaprint event road signs $40010 signs @ $40ea

Lodge relevant applications to display event road signage TAMs administration fee $50

October, 2015 Source prizes for event raffle and competitions in-kind sponsorship or $200

Draft 48 and 24 hour event running sheets

Have five media exposures published by various Canberra

Write a media release for the event and send to all Canberra based news outlets

Write an article for inclusion in October edition of TADACTNews including all event and iDay expo stall details

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news outlets Write an article, which can be circulated to partner organisations and local schools for inclusion in their newsletters. Include a digital flyer for the event.

Update social media sites with relevant information (relevant would include the securing of a sponsor and event launch details etc)

Confirm photography for Walk 4 Ability in-kind sponsorship or $400

Confirm activities for Walk 4 Ability in-kind sponsorship or $800

Confirm number of attendees for launch event one week prior

Write media alert and media release for launch

Hold event launch Release media alert on morning of the launch Distribute media release

in-kind sponsorship or $400

Continue targeted communication with clients re prospective champions and secure their support by the end of the month

Send banner designs for printing $300

November, 2015 Update social media sites with relevant information (relevant would include final event details re registration and event countdown etc)

Write media release for submitting to local media outlets for inclusion in their publications (The Canberra Times, Chronicle)

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1 week pre event Update social media sites with relevant information (relevant would include final event details re registration, event countdown and details of iDay expo stall etc).

Finalise 24 and 48 hour event running sheets

1 day pre event Update social media sites with relevant information (relevant would include final event details re registration, event countdown and details of iDay expo stall etc).

Execute running sheets

Day of the event Media alert to all local media outlets with details of event

Facilitate on the day registrations

Update social media sites with relevant information (relevant would include final event details re registration, final event countdown and photos, details of iDay expo stall etc).

Post event Remove road signage

Write a media release on event and its achievements along with official event photos and send to all Canberra based news outlets

Write an article for inclusion in the December edition of TADACTNews highlighting the success of the event, including money raised and thanking clients, sponsors, ambassadors and volunteers for participation.

Write an article, which can be circulated to partner organisations and local schools for inclusion in their newsletters highlighting the success of the event, including money raised and thanking clients, sponsors,

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ambassadors and volunteers for participation. Use official photos.

Update social media sites highlighting the success of the event, including money raised and thanking clients, sponsors, ambassadors and volunteers for participation. Use official photos.

Write letter to event sponsors thanking them for their support, detailing how much money was raised. Include official photos.

Total Minimum (full in-kind sponsorship)

$1,940.00

Total Maximum (no in-kind sponsorship)

$3,720.00

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EvaluationThe overall success of this strategy will be based on the successful implementation of objectives,

measured against quantifiable tactics. The evaluation of objectives as outlined below will indicate

whether the desired outcome was achieved.

Goal 1: Raise awareness to increase registrations for Walk 4 Ability 2015

Objective 1 Enhance appeal of event in order to increase registrations by 50% by Walk 4 Ability 2015

Evaluation Objective 1 will be considered successful: Upon TADACT holding an event launch for Walk 4 Ability one month prior to

event The launch generates media mentions Additional funding is generated through activities at Walk 4 Ability Registration increases to 300 participants

Objective 2 Publish five articles through various Canberra news outlets by September, 2015

Evaluation Objective 2 will be considered successful if TADACT is able to achieve five media exposures for the event by September 2015. This is not limited to any platform, as long as the media exposure is legitimate (radio, TV, newspaper, magazine, etc). This will be measured to ensure there are five separate instances.

Objective 3 Increase the number of followers on social media by 50% between Walk 4 Ability 2014 and Walk 4 Ability 2015

Evaluation Objective 3 will be considered successful if TADACT’s social media reaches 344 ‘likes’ on Facebook and 392 ‘followers’ on Twitter by Walk 4 Ability 2015. A number of activities are suggested in the strategy to achieve this objective. This can be measured by analytical tools available on the Facebook and Twitter platforms.

Objective 4 Secure support from at least three clients of TADACT who can act as spokespeople for the organisation during the event (and in the promotion of the event, if required) by Walk 4 Ability 2015

Evaluation Objective 4 will be considered successful once media has been generated that share the stories of TADACT clients.


Objective 5 Obtain one media partnership for Walk 4 Ability by September, 2015

Evaluation Objective 5 will be considered successful once: A community service announcement has been played on local radio or

appeared in local print media 666 ABC Canberra agrees to live broadcast from the event

Further, objective 5 will be considered successful if Walk 4 Ability generates media following the event, using official photographs taken at the event.

Goal 2: Increase event sponsorship and leverage existing support to ensure significant funding for TADACT

Objective 1 Secure one long-term, major sponsor before June, 2015

Evaluation Objective 2 will be considered successful if one long-term, major sponsor is secured for Walk 4 Ability 2015, as well as future walks, before the 2015 event.

Objective 2 Secure one sponsor in remaining sponsorship categories before June, 2015

Evaluation Objective 1 will be considered successful if one sponsor is locked into each sponsorship category before June, 2015.

Objective 3 Secure one long-term event ambassador before Walk 4 Ability 2015

Evaluation Objective 3 will be considered successful if one long-term event ambassador is secured for Walk 4 Ability.

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Reference list Productivity Commission (2010). Contribution of the not-for-profit.

Technical Aid to the Disabled (ACT) Incorporated. (2013). Annual Report.

International Day of People with Disability. 2014. International Day of People with Disability.

(ONLINE) Available at: <http://www.idpwd.com.au/>. (Accessed 25 August 2014).

ACT Government. (2014). Community Services. (ONLINE) Available at: <http://www.communityservices.act.gov.au/disability_act> (Accessed 25 August 2014).

TADACT - Technical Aid to the Disabled ACT. 2011. TADACT - Technical Aid to the Disabled ACT.

(ONLINE) Available at: <http://www.technicalaidact.org.au> (Accessed 25 August 2014).

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http://www.communityservices.act.gov.au/disability_act


AppendicesAppendix A: RationaleAppendix B: TADACT Walk 4 Ability event launchAppendix C: Newsletter articleAppendix D: Instagram CompetitionAppendix E: In kind SponsorshipAppendix F: Community Service AnnouncementsAppendix G: Sponsorship bookletAppendix H: Ambassador booklet

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Appendix A- Rationale

Objective Rationale

Goal 1 – Raise awareness to increase registrations for Walk 4 Ability 2015

Objective 1- Enhance appeal of event in order to increase registrations by 50% by Walk 4 Ability 2015

By increasing the appeal of Walk 4 Ability, there will be an increase in the number of registrations for the event. Event launchAn event launch is multi-faceted, firstly as TADACT’s key event, we deemed it important to ensure all TADACT stakeholders, both internal and external, were aware of the event and able to recognise its importance to TADACT. Secondly, in order to target the wider public to attend the Walk 4 Ability event, the launch would give TADACT another opportunity to receive media coverage and exposure around the event.

ActivitiesIn addition to holding an event launch, it is also important to increase the appeal of the event itself by incorporating fun, family-friendly activities on the day of the event. This will appeal to a wider range of target publics, such as school children and their families. It also provides an opportunity for TADACT to raise additional funds, through gold coin donations for participation in activities. Where possible, TADACT should request services are provided pro-bono (or as part of an in-kind sponsorship).

Objective 2 - Publish five articles through various Canberra news outlets by September, 2015

In the past the event has attracted low registrations as a result of low community awareness of both the organisation and the event. Repeated media exposures prior to the event will directly target this issue by creating awareness and providing a call to action to viewers, readers and listeners. Drafting a news article which can be distributed to schools and other disability organisations for inclusion in their newsletters will reduce any resource impost on the part of those organisations, and increase the likelihood of the article being promoted through their channels. It is a low-cost, low-resource intensive method of increasing awareness of Walk 4 Ability within the community, and will target the parents and carers of these schools and organisations.

Objective 3 - Increase the number of followers on social media by 50% between Walk 4 Ability 2014 and Walk 4 Ability 2015

The key drive for this objective is to increase awareness of the event through social media, a usual platform for media sharing and advertising, social media has the ability to target a wide audience. By incorporating a competition into the objective there is further incentive for participation.

We suggest that an Instagram account is created in order to create the Walk 4 Ability hashtag

Objective 4 - TADACT clients can help to ‘sell’ the organisation and provide an emotional

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Secure support from at least three clients of TADACT who can act as spokespeople for the organisation during the event (and in the promotion of the event, if required) by Walk 4 Ability 2015

appeal in fundraising efforts. Having TADACT clients (or their families/carers) share their stories or experiences is the most effective way for people to understand what TADACT does and the positive impact it has on people’s lives.

Objective 5 - Obtain one media partnership for Walk 4 Ability by September, 2015

Community Service Announcements are a low-cost way for NFP organisations to gain access to the wide audience that radio, print and television networks offer. By utilising this channel, TADACT will raise greater awareness in the Canberra community of their organisation and Walk 4 Ability 2015. Note: a television CSA has not been recommended due to budget constraints.- For further information on CSAs, refer to: http://www.ourcommunity.com.au/marketing/marketing_article.jsptleId=1543

Live radio broadcast666 ABC is a very Canberra-focused radio station which supports local initiatives. If 666 ABC Canberra agrees to do a live broadcast, there will be an opportunity for some promotion of the event through the radio station in the lead up to the live broadcast, which will increase awareness of TADACT and the event specifically.

PhotographerBy submitting copy and high-quality photos, TADACT will increase the likelihood of publications running their story, as the work has already been done for them. In addition to this, having a bank of photos that can be used for various communications throughout the year will increase the appeal of the organisation to the public.A photographer’s services could be secured at a relatively low rate (only two-three hours’ work). Alternatively, TADACT could approach various Canberra photographers to request work pro-bono or as part of an in-kind sponsorship.

Goal 2 - Increase event sponsorship and leverage existing support to ensure significant

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http://www.ourcommunity.com.au/marketing/marketing_article.jsp?articleId=1543


funding for TADACT

Objective 1 - Secure one long-term major sponsor before June, 2015

If a long-term sponsor is locked in for the event, there will be guaranteed funds for at least three years. In addition, locking in a long-term sponsor would mean less time has to be spent securing sponsors in the lead up to each event, and more time can be allocated to focusing on other aspects of event organisation.

Objective 2 - Secure one sponsor in remaining sponsorship categories before June, 2015

By securing sponsors in each category, TADACT will benefit from resources that are needed on the day of the event. While gaining cash sponsors for the event is a key objective, TADACT can also benefit from minor sponsorships in the form of providing activities or resources that can generate further profits from the event.

Objective 3 - Secure one long-term event ambassador before Walk 4 Ability 2015

By securing a long-term ambassador for Walk 4 Ability, TADACT will be able to leverage the ambassador’s sponsorship to promote the event through utilising the ambassador’s social media presence to communicate messages to their followers.

Similar to a long-term sponsor, securing a long-term event ambassador will lessen the resource burden and allow more time to be allocated to focus on other aspects of the event planning.

Prospective ambassadors will also be given the option of supporting the event on a short-term basis (one year only).

Rationale—Ambassador packsBy developing an ambassador pack, TADACT will be able to clearly outline what they want their ambassadors to do at Walk 4 Ability, as well as in the lead up to the event.

Rationale—Social mediaBy utilising Walk 4 Ability ambassadors’ social media, TADACT will increase awareness of the organisation and event, as well as drive people to TADACT’s own social media accounts. It will also encourage the use of the official hashtag.If ambassadors are encouraged to engage with members of the public through photo opportunities at Walk 4 Ability, participants will be driven to share their experiences on social media, increasing awareness of the event and organisation.

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Appendix B - TADACT Walk 4 Ability Event LaunchAs TADACT’s main awareness and fundraising activity, Walk 4 Ability can be capitalised to

encourage greater community participation, media coverage and profit.

An event launch gives the organisation a further opportunity to expose the flagship event to local

media and can double as a way for TADACT to recognise their clients and volunteers’ involvement

with the organisation over the course of the year.

An event launch doesn’t have to be an extravagant event. For example, it could be as simple as a

cake cutting ceremony or a BBQ. Speakers should be arranged for the launch, and could include

the ACT Minister for Disability (or their representative), or official ambassadors, sponsors or the

Chair of the TADACT Board.

Consideration should be given to where the event takes place. For example, Boundless would be a

good option given its purpose as an all-abilities playground, as well as the fact that it is close to

where Walk 4 Ability is taking place.

People who are considered target publics for event marketing would be invited to the event launch.

These include:

Past, current and potential clients of TADACT

Families, friends and carers of clients

Volunteers

Sponsors

Board members

Ambassadors

Partner organisations

Media

A display of equipment modified by TADACT should be made available at the Walk 4 Ability event

launch. This will serve to demonstrate to guests the important work that TADACT does within the

community, helping to enable independence. Coupled with their client ‘champions’, this will provide

the media with an angle for any potential news stories; they will be more able to understand the

core business of TADACT and how its work changes lives.

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Formal event invitations should be emailed to guests and include details of the launch. This serves

as an additional opportunity to raise awareness of Walk 4 Ability. Clients identified as potential

media interview candidates should also be approached and, if necessary, briefed at this stage.

Local media representatives with whom TADACT has a relationship should be invited to the launch

and media releases sent to other local media outlets pre and post launch. A media alert to local

media should also be issued on the morning of the launch, to capture any additional media

representatives. A media alert includes a brief outline of the event, as well as logistical details

(time, place, who will be in attendance, and contact details). The media alert needs to convince the

media why they should attend, so should therefore include details about the equipment display and

opportunity to speak with selected clients and ambassadors.

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Appendix C – Newsletter article Walk for ability and help enable independence for those living with disability

Technical Aid to the Disabled ACT’s (TADACT) Walk 4 Ability is on again on Saturday <insert

date>.

Walk 4 Ability commences at 8am with the start line located near the Carillion on Lake Burley

Griffin’s north shore. Individuals and teams can enter the event—or better yet, experience life in

someone else’s shoes and take part in Walk 4 Ability’s wheelchair relay and help raise awareness

for accessibility in public places.

Everyone is welcome to participate in the event, no matter what your ‘ability’. There will be

attractions for the whole family, with a petting zoo, face painting and jumping castle.

Walk 4 Ability is held once a year as part of celebrations for International Day of People with

Disability. TADACT’s event aims to raise awareness of people living with disabilities in the ACT

region, and celebrates the ability of those with disability

TADACT needs the support of the local community if it is to continue changing the lives of people

with disability. In more than 35 years, TADACT has modified over 6000 items to help people lead

independent lives.

To register for the event, visit Walk 4 Ability’s event website <insert website>. Late registration is

also open on-site, from 7 am on the morning of the event.

Walk for ability and join paralympian Susan Powell and Canberra Charger Huy Nguyen to show

your support for people living with disability in our community.

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Appendix D - Instagram CompetitionTADACT’s work is quite visual, in that it can be much more easily understood by the general public

through the use of imagery—it’s easier to see how a piece of equipment has been modified, than to

read a description of how a piece of equipment has been modified.

Instagram is the most effective social media platform to take and share photos. It’s recommended

TADACT launch an official Instragram account prior to Walk 4 Ability 2015, in order to share photos

of its unique products and clients, and start to build its profile.

In the lead up to Walk 4 Ability 2015, TADACT should promote an Instragram competition which

encourages event participants to take and share photos during Walk 4 Ability.

To be eligible, participants will simply need to use the official event hashstag, #walk4ability. The

person with the most ‘likes’ by a certain time (ie 24 hours after the event) will be deemed the

winner of the competition.

This is an awareness raising exercise, which will promote the organisation, its work and Walk 4

Ability. It will assist TADACT to position the event as a fun, family-friendly event that is inclusive of

all ages and abilities.

The competition should be marketed through TADACT’s social media, as well as in general event

marketing collateral and signage at Walk 4 Ability.

The competition will allow TADACT to reach publics through participants’ social media networks

and will go some way towards building awareness about the organisation. Further, TADACT will be

able to leverage photos taken at the event by ‘regramming’ and sharing them through their range of

social media platforms—Instragram, Facebook and Twitter. This tactic will increase TADACT’s

social media followers—which is a key channel for reaching its audience.

Other hashtags should also be encouraged on the day, such as #TADACT; #Canberra;

#disabilityservices; #iDay; and #InternationalDayofPeoplewithDisability.

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Aside from Walk 4 Ability, TADACT could use their Instagram profile as a way to increase

awareness of its equipment and services, for example posting ‘behind-the-scenes’ photos to keep

followers interested.

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Appendix E - In kind SponsorshipIn kind sponsorship is an alternative to cash sponsorship and allows a business to donate goods

and services to a cause or organisation. We believe this may be a valuable sponsorship category

for Walk 4 Ability. Through the use of this sponsorship, more money may be freed up in the budget

to allow for use elsewhere. To incorporate an in kind sponsorship category into the existing

sponsorship categories, we have chosen to include the in kind sponsorship into the third

sponsorship category, ‘Walk 4 Ability Friend’. This category allows for a $500 cash sponsorship or

an in kind sponsorship, to the amount of $500.

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Appendix F - Community service announcementsRadioCOMMUNITY SERVICE ANNOUNCEMENT

TECHNICAL AID TO THE DISABLED ACT’S ANNUAL WALK 4 ABILITY IS ON AGAIN

SATURDAY <DATE>.

WALK 4 ABILITY CELEBRATES THE ABILITY OF THOSE WITH DISABILITY. IT KICKS OFF AT

8AM AT KINGS PARK, ACCESS VIA KINGS AVENUE. ALL PROFITS RAISED GO TOWARDS

ENABLING INDEPENDENCE FOR PEOPLE LIVING WITH DISABILITY IN THE CANBERRA

REGION.

FOR MORE INFORMATION AND TO REGISTER: WWW.TADACT.ORG.AU

60 words = 30 seconds.

******General guidance for radio CSA:

Copy for on-air announcements are provided in upper case,to alert media personnel that the announcement is for on-air use.

For printed scripts, use official letterhead. Do not hyphenate words at the end of a line. Copy for a CSA is more informal than copy for a news release. Copy should be formatted using double spacing.1

Print mediaCOMMUNITY SERVICE ANNOUNCEMENT

Technical Aid to the Disabled ACT’s Walk 4 Ability is on Saturday <date>, kicking off at 8 am from

Kings Park.

Profits raised go towards enabling independence for those living with disability.

Walk for Ability and celebrate the ability of those with disability. To register, visit <insert website>.

*******General guidance for print CSA:

1 http://www.ourcommunity.com.au/marketing/marketing_article.jsp?articleId=1543

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Recommended word count is 50 words or less.

Copy should be formatted using double spacing.

Provide printed copy to news outlet on official letterhead, around three weeks prior to

event.

Cover the five Ws: who, what, when, where and why.

Copy for a CSA is more informal than copy for a news release.2

2 http://www.ourcommunity.com.au/marketing/marketing_article.jsp?articleId=1543

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Appendix G – Sponsorship booklet

Walk 4 Ability 2015Saturday, >insert date here< 2015King’s Park, Lake Burley Griffin

Sponsorship Opportunities

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What is Walk 4 Ability?Technical Aid to the Disabled ACT (TADACT) is a not for profit organisation that specialises in creating or modifying equipment for people with a disability, as well providing ongoing support for carers. Walk 4 Ability is TADACT’s annual fundraising event, coinciding with International Day of People with Disability celebrations. Walk 4 Ability focuses on the abilities of those with disabilities, and aims to increase social inclusion. Walk 4 Ability is located at Lake Burley Griffin and encourages people of all different ages and abilities to show their support for a more inclusive society. 100% of proceeds raised from Walk 4 Ability will be donated to TADACT, Freedom on Wheels and the Canberra Chargers basketball team.

Walk 4 Ability 2015

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Ongoing promotion of organisation in lead up to Walk 4 Ability event

Logo placement on all printed materials related to the event, including but not limited to flyers, invitations, letterhead, banners

Prominent logo placement on Walk 4 Ability’s official ticket purchasing website

Frequent social media mentions on Facebook and Twitter as TADACT’s official Walk 4 Ability Sponsor

News posts on TADACT’s website dedicated to your sponsorship Regular mentions in TADACT’s newsletter

Promotion of organisation at Walk 4 Ability event 2 advertising banners at start/ finish line Stage announcements throughout event Company logo outside main marquee Logo placement on official Walk 4 Ability volunteer shirts made for

the event, exclusive to official sponsor

Additional opportunities Opportunity to provide material to be included in participant bags

for Walk 4 Ability participants Opportunity to set up trade stands at event 20 complimentary entries for Walk 4 Ability

Official Walk 4 Ability Sponsor

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Price: $3,000 (Only two packages available)


Logo placement on all printed materials related to the event, including but not limited to flyers, invitations, letterhead, banners

Social media mention on Facebook and Twitter as TADACT’s official Walk a Loop Sponsor

Company logo on the TADACT website event page with a link to your own site

Inclusion of company’s product and/or information in the participant package

Regular mentions in TADACT’s newsletter

Promotion of organisation at Walk 4 Ability event Logo placement at start and finish lines

Additional opportunities Opportunity to set up trade stands at event 10 complimentary entries for Walk 4 Ability

Price: $1,500 (Only four packages available)

Walk 4 Ability Angel

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The Walk 4 Ability Friend sponsorship category is open for either monetary sponsorship or ‘in kind’ sponsorship. An ‘in kind’ sponsorship may consist of resources or prizes that can be donated free of charge for the event.


Social media mention on Facebook and Twitter as an official Walk a Loop Sponsor.

Company logo on the TADACT websites event pages with a link to your own site. The site had around 250 visits a month.

Promotion of organisation at Walk 4 Ability event Logo placement at start and finish lines

Additional opportunities Opportunity to set up trade stands at event 2 complimentary entries for Walk 4 Ability

Price: $500 (Unlimited packages available)

Walk 4 Ability Friend

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Appendix H – Ambassador booklet

Walk 4 Ability 2015Saturday, >insert date here< 2015King’s Park, Lake Burley Griffin

Ambassador pack

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What is Walk 4 Ability?Technical Aid to the Disabled ACT (TADACT) is a not for profit organisation that specialises in creating or modifying equipment for people with a disability, as well providing ongoing support for carers. Walk 4 Ability is TADACT’s annual fundraising event, coinciding with International Day of People with Disability celebrations. Walk 4 Ability focuses on the abilities of those with disabilities, and aims to increase social inclusion. Walk 4 Ability is located at Lake Burley Griffin and encourages people of all different ages and abilities to show their support for a more inclusive society. 100% of proceeds raised from Walk 4 Ability will be donated to TADACT, Freedom on Wheels and the Canberra Chargers basketball team.

This year’s Walk 4 Ability will be held on <date>.

Walk 4 Ability 2015

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TADACT needs official Ambassadors to help promote Walk 4 Ability 2015 and increase participation in this important event. Ideally, we are seeking Ambassadors who are willing to partner with us for the next three years. However, if you are not able to commit to this time period, we still want to work with you!As an official Walk 4 Ability Ambassador, you will help to raise our profile in the Canberra community and in turn raise funds to continue our work in the region.Your support of Walk 4 Ability will assist us in our mission to:

o enable independence for those in the community who benefit from our work

o promote the abilities of those with disabilities o highlight the importance of social inclusion.

Official Walk 4 Ability Ambassadors not only participate in the walk, but interact with participants and actively support TADACT as an official spokesperson in media exposures and through the use of their social media platforms.

What’s in it for youTADACT will credit you as an official Walk 4 Ability Ambassador in the promotion of the event. This includes through our social media platforms and news articles, as well as in post-event activities. The sooner we have you locked in as an Ambassador, the more exposure you will get in the lead up to the event.

Official Walk 4 Ability Ambassador

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ExpectationsWe don’t need too much of your time. As an Ambassador, you will be invited to our event launch, which will be held approximately one month out from Walk 4 Ability 2015.Media will be invited to the launch and provided an opportunity to speak to a range of spokespeople, including Ambassadors and clients.TADACT would greatly benefit by your promotion of Walk 4 Ability through your existing social media platforms. You will be provided with support in order to do this, through talking points about the organisation and event.On the day, there will be photo opportunities with participants. This will assist the organisation to reach its objective of increasing its social media profile and raising awareness of its cause.ABC 666 Canberra will conduct a live broadcast from the event and you would be available to speak to them on the day as an official spokesperson.

Contact usTo discuss this exciting opportunity further, please contact:<contact name><position><phone number><email>Visit our website for further information on TADACT: www.tadact.org.au

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