Advertising/Information Campaigns
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WRITTEN QUESTIONS
11th Assembly
03/03/2009
59. Advertising/Information Campaigns
Mr Westra Van Holthe to MINISTER for Regional Development
QUESTION
ANSWER
Answered on 17/07/2009
Please refer to attachments A-D.
Attachment A
WRITTEN QUESTIONS
11th Assembly
03/03/2009
59. Advertising/Information Campaigns
Mr Westra Van Holthe to MINISTER for Regional Development
QUESTION
- For the years 2007, 2008 and 2009:
1. What advertising or information campaigns have been undertaken by the Ministerial portfolio. Please provide the name of each campaign and which companies were engaged to undertake the work.
2. What was the cost of each of these campaigns.
3. Please advise the months in which the expenditure occurred, the medium that was used for the campaign (TV, Leaflet, Radio) and the amount spent on each medium.
4. What market or other research was under taken ahead of each campaign, who conducted it, at what cost and when was it undertaken.
ANSWER
Answered on 17/07/2009
Please refer to attachments A-D.
Attachment A
- Q59 -ATTACHMENT A
2
Q59-1
Advertising campaign was undertaken in 2007-08 by the Regional Development (RD) unit for the development of the Alice Springs Economic Profile.
The development of this document commenced in September 2007. Marketing and communication strategy was developed by the former Department of Business, Economic and Regional Development’s Communications unit at this time to support the following phases of the project:
Business confidence survey
Updating the Alice Springs Investment Opportunities Brochure
Launch of the Alice Springs Economic Profile (ASEP).
This is a web based document with 50 copies printed in house for the official launch.
Q59-2
Cost of the campaign was covered by the RD unit. The following expenditure was incurred:
| Item | Details | Cost |
| Report writing | In house – existing resources | - |
| Survey design | In house – existing resources | - |
| Survey implementation | Charles Darwin University (CDU) business students | $15 000 |
| Printing | 2000 x updated investment brochure | $3000 |
| Collateral for communication strategies | ASEP Banner Bug design and production Reprint Alice Springs Investment Opportunities brochure Graphic design of ASEP Printing and burning ASEP CDs Graphic design of Centralian business feature advertisement Design, layout and development of the ASEP publication. Placement in the Centralian Advocate (launch of document only) | $1724 $3042 $6309 $814 $36 $2139 $232 |
 | Total | $32 296 |
1. Media campaign to create business participation in the Business Confidence survey held in November 2007. This included; launching the survey through October Business Month event 2007, newspaper and radio media prior to survey collection dates. Expenditure occurred during October-November 2007.
2. Launching of the final Profile document, May 2008. This included a media campaign to create public discussion on the released document. Mediums included: newspaper, Territory Quarterly Magazine and local radio media (ABC).
3. Updated Investment Opportunities Brochure was launched along side the Profile document, May 2008. Expenditure occurred in May 2008.
Note: Some free media was utilised for the survey and the launch of the document, such as: Centralian Advocate, Alice Springs News, ABC radio and Territory Quarterly magazine.
Q59-4
Research into the development of the Communications Strategy was undertaken internally by the Marketing and Communications Unit, taking into account the following:
1. Engaging local providers
2. Value for money
3. Identifying mediums that would suit our target audiences; being local Alice Springs businesses.
Attachment B
- Q59 - ATTACHMENT B
1
Q59-1
Indigenous Economic Development (IED) Forum 2007
$30 599
February–November 2007
| Print advertising = $4121 | - Northern Territory News - Centralian Advocate Alice Springs - Alice Springs News - Katherine Times - Arafura Times - Tennant Creek and District Times |
| Television advertising = $4708 | - Imparja |
| Radio advertising = $2249 | - Central Australian Aboriginal Media Association (CAAMA) Radio - Yolngu Radio/ Aboriginal Resource and Development Services Inc. (ARDS) - Top End Aboriginal Business Broadcasting Association (TEABBA) and Broadcasting for Remote Aboriginal Communities Scheme (BRACS) Radio - Radio Larakia |
| Other = $19 520 | Artwork - Big Picture Email - work undertaken by department Direct mailout - work undertaken by department Pull up banners - Big Picture Printing - NT Government Printers Promotional materials - The Whole Box n Dice, Stickers & Stuff, Corporate Express |
Q59-4
No formal market research was conducted prior to this campaign.
Attachment C
Q59 - ATTACHMENT C
1
Q59-1
Katherine Economic Profile
$2412
March 2009
GKBL Advertising - $580
Have Your Say - $1862
Former Department of Business, Economic and Regional Development and Department of Regional Development, Primary Industries, Fisheries and Resources staff.
Attachment D
Q59 - ATTACHMENT D
1
Q59-1
Indigenous Business Promotion Strategy - Northern Territory Industry Capability Network (NTICN) Database. Work undertaken by department.
Q59-2
2008: $10 000 – Minister’s Media Campaign Fund
$5875 – former Department of Business, Economic and
Regional Development operational
- Total = $15 875
Q59-3
February-June 2008
Chamber of Commerce NT – Supply Services Manufacturing (SSM)
Directory - $1560
Total Publications = $1560
Northern Territory News – $2084
Centralian Advocate – $603
Alice Springs News – $307
Tennant and District Times – $429
Arafura Times – $265
Darwin and Palmerston Sun – $327
Katherine Times – $338
Jabiru Rag – $73
Eylandt Echo – $100
Tiwi Island newsletter/paper – $132
Wadeye newsletter/paper – Nil cost
Indigenous Economic Development (IED) Update - Nil cost
Total Press = $4657
Radio Larrakia – $380
Central Australian Aboriginal Media Association (CAAMA) Radio – $1740
Territory FM – $1350
8EAR Gove– $714
Top End Aboriginal Business Broadcasting Association (TEABBA) – $610
Total Radio = $4794
Distinctive Promotions – Mini note pad holder
Total Promotional Item = $1889
Mail Out; Website; Poster; Flyers; Banner; Graphic Design Artwork; Printing.
Total Other = $2975
Q59-4
No formal market research was conducted prior to this campaign.
Last updated: 04 Aug 2016