international advertising award (iaa) competition entry

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Please ensure audio is enabled as the presentation involves sound. 2011-2013 PLANS BOOK

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What you wanted: An increase in: Awareness Donations Volunteers Ask and you shall receive Our answer

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9,562 Australian schools 3.3 million students 5.8 million parents 33,000 students AUD $6,423,000.00 Awareness among: Volunteers recruited Donations equaling Lets take a closer look

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- Starting a conversation - Long-term relationship - The future generation - Donations - Further support for the organisation - Supporting their children’s endeavors WHY? Lets meet them Metro and regional school children aged 8-18 years old Regional and metro school parents WHY?

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Meet Emily 9 years old Geelong Primary, year 3 student Lives at home with her parents and two older siblings $10 weekly pocket-money Loves her family, friends & school Active learner

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Meet Jacinta & Rob Jacinta (31) & Rob (34) of Orange, NSW Rob: Full-time worker Jacinta: Part-time worker Values: Family, healthy lifestyle, & the outdoors. Actively contribute to community Loves Australia

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Bright, uplifting and proactive. Engaging and eager to make a difference. Working with the Target Audience to achieve common goals. The welcome visitor, the friend and the advocate for the bush. An educator and a listener. A warm, caring individual who makes time for others. An invitation rather then an interruption. Frontier Services is the life-support of outback Australia. But who are we? And what are we saying?

Strategic approach : 

Strategic approach Closing the door on traditional advertising. Opening a dialogue with the Australia’s YOUTH The emphasis for school participants is: - Inequality of general resources - Lifestyle differences - Living in rural and remote Australia How do we get their attention? How will it work?

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Getting the schools on board: The Education Pack Motivation Simplicity Ease of use Keeping it easy… A three step approach: Receive education pack Register interest online Program materials delivered Let’s break it down…

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The Junior School Initiative: Awareness – Education and Communication ‘Connecting Aussie Kids’ - A pen pall program Deeper understanding of Australia A planned curriculum program - minimizing stress for teachers Starting a conversation The Middle School Initiative: Fundraising ‘100km relay run’ Fundraising exercise Extending awareness of Frontier Services among family, friends and community Ease of implementation for schools and teachers Physically challenging, team building and leadership opportunity The Senior School Initiative: Volunteering ‘Duke of Ed & Outback Links’ Experience life in outback Australia Actively contributing to the sustainability of remote living First hand realities of rural industries The Body and Soul

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The meeting place… Re-launching Frontier Services website User friendly, informative and engaging Ease of use Interactive Where can I find you? Social Networking - Facebook and Twitter Further connection with participating students around Australia Online presence Awareness nation-wide. Hanging out with our new friends

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Previous exposure of Frontier Services Supporting their children through Frontier Services Direct Mail Online Magazines - print campaign and advertorials UC Newspapers Radio Making the conversation last A conversation with Australia’s parents What will we gain? Donations Lifetime supporter Database development

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A sneak Peak Direct Mail

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A sneak Peak Education Pack

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Primary Corporate Sponsor: Extensive history and presence within Australia Pre-existing links with rural Australia Corporate Sponsors Our partners in crime Appear on Frontier Services website

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Campaign Spend: $884,601.69 Predicted ROI AUD $6,423,008.00 Increase of AUD $2 million on 2008/09 figures. Spent less on communications and made more on the revenue from donations then the previous two years. The icing on the cake

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Increased awareness Increased donation Increased volunteers Ticking the boxes