Communication Plan, Social Media Strategy
In June 2017, the Rural Housing Network changed its name to BeyondHousing.
We helped the team prepare for the change; developing a communication plan to introduce the new brand to all stakeholder groups. This included moving social media accounts, scripting phone messages, advising clients and briefing media about the launch events.
Six months later, key stakeholders said they clearly remembered being advised of the change and understood the key messages; what the brand represented and that the BeyondHousing team, services and contact details remained the same.
We have also reviewed the organisation’s communication strategy and developed a social media content strategy to align with BeyondHousing’s new strategic plan.
In 2016 Yackandandah Health developed a master plan for its vision to offer a European model of aged care, based on greater interaction of the elders with the community and to provide allied health services for all ages.
In early 2017 Fishbowl PR was asked to develop a communication strategy to facilitate the transition. This included research and consulting the community about Stage 2 of the master plan; the plans for a community hub.
We spent 2017 assisting to implement the recommend actions including the formation of a Community Reference Group, more engagement with key stakeholders and co-ordinating a new website.
You can read more about the plans on their website www.yackandandahhealth.com.au
"The communication strategy has played a significant role in bringing Yack Health back to the community.
We hadn’t comprehensively planned any of our communications, marketing or community engagement before and we didn’t know how to do it. There was a sense the community didn’t understand what we were trying to do and now they are not only talking about it but getting involved.
With Birgit it has been a partnership – at no point, have we felt we didn’t own it.
The advantage for our staff is that Birgit has trained and empowered them so that we are building their skills and capacity.
It probably goes without saying, but Birgit’s clear, open and frequent communication makes it very easy to work with her."
Annette Nuck, CEO
Evaluation & Sustainability Services
We worked with Evaluation and Sustainability Services to consult several of the business’s key stakeholders about their marketing and communications preferences, customer experiences and needs. With the insights provided, we developed recommendations to both address the stakeholders’ needs and set ESS apart from other providers.
ESS specialises in designing and conducting complex evaluations that consider environmental, social and economic outcomes as well as develop monitoring and evaluation plans and frameworks across various sectors.
"I highly valued Birgit’s skills and independent views following the Insight Audit. Evaluation and Sustainability Services is expanding into new client bases so we were actively reviewing our marketing processes and Birgit’s recommendations, not only through the audit, but also through her pragmatic advice on other elements of marketing, have dramatically advanced our planning. I am particularly grateful that she thought nothing of value-adding when I sought further advice."
Director, Environmental & Sustainability Services
Fishbowl PR and Social Change Projects teamed up to develop a communication strategy for Quercus Beechworth as it prepares to launch a major new project for the town, called Connecting Beechworth.
Quercus Beechworth’s purpose is community – a place to share, learn and connect. The strategy was designed to refine existing processes, given limited resources, in order to engage a wider range of community groups and individuals. It recommended key objectives, five priority areas and the main activities to deliver on the objectives.
"As we had never worked with a communication strategy before, we appreciated Birgit assisting us to better understand what it would contain. I welcomed both Birgit’s and Daniel’s objectivity, focussed thinking and willingness to ‘take on’ our concerns and comments. This process resulted in a strategy that is professionally delivered, focussed on the needs of Quercus and offers a ‘roadmap’ for Quercus for the next 2 years."
Manager, Quercus Beechworth
Website Review & Social Media Plan
We completed a review of Albury Galvanizing’s website and produced a web design brief for their new site in 2016. Since then we have been helping Albury Galvanizing with social media strategy and stakeholder engagement regarding their recent environmental works program.
Galvanizing provides robust surface protection against corrosion of steel items of every shape and size. Albury Galvanizing has protected steel components for some of the nation’s major infrastructure projects such as bridge and freeway works, mining and building projects.
"Since commencing our involvement with Fishbowl PR in 2015, Birgit’s professional approach to her work has made it easy for us to keep our messages relevant and up to date and this has added value to our business and our brand. I would recommend Birgit and Fishbowl PR to any organisation that is seeking this sort of support."
General Manager, Albury Galvanizing
Consultation & Communications Plan
With the federal government’s Medicare Rebate Freeze affecting the income of medical practices since 2014, at the end of 2016 the Beechworth Surgery made the decision to introduce a new fee for concession card holders effective in February 2017. As part of this decision, the Surgery developed a draft Fee Policy that offered support for those patients who experience hardship as a result of the change.
We developed the communication and consultation plan for the Surgery. Its main focus was to advise of the change and invite patient feedback on the policy. 220 patients responded and as a result of their suggestions, the policy was changed.
In Oct 2017, this project was Highly Commended in the Public Relations Institute of Australia’s Victorian Golden Target Awards, small budget category.
"Birgit brought an independent and critical eye to the task, which added significant value. Her experience in managing a significant consultation campaign was evident in the highly-organised planning and delivery.
Birgit quickly understood many of the key strategic issues that our practice faces and has a very realistic and pragmatic approach to implementation."
Practice Manager, The Beechworth Surgery
Australian Centre for Rural Entrepreneurship
The Australian Centre for Rural Entrepreneurship (ACRE) held an official launch and screened a documentary in nine north east Victorian communities in May.
We worked with the ACRE team to create the communication plan using traditional and social media and print and radio advertising. We also incorporated the collection of data for ACRE’s long-term social impact evaluation project.
"Birgit has superbly honed skills in understanding and advising on communications strategy.
She is super smart, collaborative, strategic and pragmatic.
Her grounded approach is all about getting the best out of the available resources. Love her style, approach and the results that come with it."
CEO and co-founder, Australian Centre for Rural Entrepreneurship
When a long-term business partner retires, what’s the potential impact on the business?
JWP Architects wanted to understand their clients’ perceptions and needs following the change which took place 12 months earlier.
Fishbowl PR developed a targeted questionnaire and interviewed nine of their clients. The results provided the partners with a range of insights; about the value they deliver for their clients, 10 client-identified opportunities for their business and feedback on how well they conduct their relationships.
"Birgit quickly understood many of the key strategic issues that our practice faces and has a very realistic and pragmatic approach to implementation.
After speaking to our clients, Birgit recommended strategies to maintain and improve these important relationships. We now have a clear action framework on which to plan ahead and have made changes already.
Birgit has a depth of experience across a range of professions and can distil this into very useful general principles of action and we highly valued having her independent eyes over our operation."
Partner, JWP Architects
Communications & Media Support
UPA Murray has been offering aged care on the Border since 1959 and wanted to review its marketing and communications materials to position it for changes in the sector.
Working with a graphic designer, Fishbowl PR co-ordinated a refresh of the brand, including a re-design of all marketing materials. This included reviewing the website and project managing the construction of the new website, including photography and domain name registrations. We formed a staff marketing working-party to ensure the new designs met all the stakeholders’ needs and to build support for the change.
We also co-ordinated a program of news stories and prepared media releases to raise awareness of UPA Murray’s facilities and services.
“UPA has been very pleased with the services of Fishbowl PR in regards to our marketing enhancement and website development project.
There has certainly been an increase in public awareness of UPA in local and regional media since Fishbowl PR started working with us.”
Regional Manager, UPA Murray River & Riverina
Goulburn Valley Waste and Resource Recovery Group
Communication & Engagement Plan
The Goulburn Valley Waste and Resource Recovery Group (GVWRRG) engaged Fishbowl PR to develop and implement a communication and engagement plan for the stakeholder review of its draft Implementation Plan.
The draft Implementation Plan covers the waste and recycling infrastructure needs of six municipalities in the Goulburn Valley region for the next 10 years.
The process was prescribed by the Victorian government through Sustainability Victoria and DELWP, which saw all regions develop complimentary plans for a statewide Waste and Resource Recovery Framework.
We worked with GVWRRG to research and shape the communication and engagement plan, deliver the communications and stakeholder engagement activities and set-up the monitoring and evaluation process.
"Birgit was a pleasure to work with. She had the skills to understand an unfamiliar topic and put together a plan to ensure we met all the statutory requirements.
She was able to be very dynamic which was needed with changing timelines and requirements. The project had many deliverables that required action at the same time and a need for detail - Birgit managed this very capably."
Executive Officer, GVWRRG
Old Beechworth Gaol
Forty-nine individuals, families and philanthropic groups bought the Old Beechworth Gaol in November 2016.
We worked with the small purchase team to research and develop a communications plan for the public announcement including advice to statewide and regional media, social media and collaborated with Scout Studio to develop the website and video.
"Birgit’s attention to the planning for our announcement, when we were knee deep in contracts, was an incredible support. While media around the country covered the story, the real value was how she considered and prepared us for the local and regional community interest because that’s the heart of this project. I couldn’t recommend her highly enough."
Spokesman for the Investor Group
Communication & Consultation Plan
For 18 years Beechworth.com has provided accommodation, entertainment, dining and service businesses a place to promote their offerings to visitors and residents, while at the same time promoting the town as a tourism destination.
Fishbowl PR recently consulted subscribers to see how Beechworth.com could improve its service to them. The feedback led to increased communication with subscribers, changes to the information on the website and more active promotion of the subscribing businesses.
"This process demonstrated the power of asking our clients for feedback. They had good ideas which benefited them, their customers and our business, so it’s a win:win:win.
Birgit’s approach helped us prioritise the changes into a deliverable plan, including targets so we can monitor how the changes affect visitor numbers and how many click-through to the subscribers’ businesses."
Rural Housing Network
Media & Social Media Support
The Rural Housing Network (RHN) provides services to people who are homeless or at risk of homelessness across the Goulburn, Ovens and Murray regions of Victoria. Fishbowl PR developed RHN’s communication strategy in 2013 and is this year providing support for campaigns across traditional and social media.
The campaign for Homelessness Week in August 2016 resulted in 22 news items on TV, radio and in print with a reach of 184,647 and a highly positive tone. Visits to the RHN website increased by 29%, they attracted 10 times as many Facebook followers as in a normal week and the reach of Facebook posts tripled.
"Fishbowl PR’s work in Homelessness Week in August was phenomenal. This is the key awareness raising week for us for the year and the way Birgit understood what was needed, co-ordinated and delivered all the elements produced an amazing result for us.”
CEO, Rural Housing Network
Rural Councils Victoria
2011 to 2015 Communication Support
Fishbowl PR provided strategic advice and communications support to this member organisation over four years. For details of the variety of work and the results achieved, please read the Case Study.
"I am very impressed with Birgit's proactive approach and focus on keeping in touch with me, particularly as she works remotely. Birgit has a broad range of skills and is highly organised.
The benefit for me is stress-free, high quality and timely support. I highly recommend Fishbowl PR to other member or industry organisations."
former Program and Policy Manager, Rural Councils Victoria