Emma Fletcher Senior Marketing Manager. Be Consumed Winner: Cannes Corporate TV and Media Award 2013

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1 Government Marketing & Communications Strategic marketing to drive social change 29th & 30th April 2014, Rydges Lakeside, Canberra Key speakers Benefits of attending Megan Watson General Manager Communications & Parliamentary Department of Industry Shane O Leary Executive Director Tourism, Events and Sport, Economic Development Directorate ACT Government Brand Canberra Emma Fletcher Senior Marketing Manager South Australian Tourism Commission Be Consumed Winner: Cannes Corporate TV and Media Award 2013 Alyson Pearce National Marketing and Community Relations Director Australian Red Cross Blood Service Winner: 2013 Association for Datadriven Marketing & Advertising (ADMA) Awards, Silver Produce successful communications within a limited budget Strategies for measuring the success of your campaigns Effective methods for reputation management Use strategic marketing to create social change Hear from the people behind award winning campaigns Featuring 14 successful case studies & interactive networking opportunities Pre & Mid Conference Workshops Workshop A: How to improve your reputation management strategies Led by: Queensland Police Service (QPS) Workshop B: How to measure the success of digital campaigns Led by: Defence Force Recruiting Register 3 delegates at the standard price & bring a 4th delegate FREE! Researched by Proudly sponsored by To register phone fax registration@criterionconferences.com

2 Delivering better results This conference will give you an opportunity to network and creatively problem solve with your peers from across federal, state and local government. Do you have a specific communication problem to solve? Or are you interested in what others are doing? As all levels of government enter a period of extensive policy development, this conference will explore strategies for developing marketing campaigns and communication strategies to reach, engage and ultimately drive change. This conference will address how to: Improve service delivery through communication activities Integrate digital and social media into existing strategies Use community and stakeholder engagement to create a successful campaign Sponsorship Opportunities Who will attend? Federal, State & Local Government, with responsibilities for: Marketing Strategic Communications Social Media Digital Communications Community Engagement Public Affairs Media We work closely with corporate partners to create unique and innovative tailored sponsorship packages that best meet specific marketing, business development and corporate entertainment objectives. Contact Julian on Tel: and find out how you can make your mark on this industry. SAVE $400 when you register by 7th February 2014 Plus key contributions from: Alison Werner Queensland Department of Education, Training and Employment Madeleine Clifford Department of Social Services Danny Saksida The Hospitals Contribution Fund of Australia Limited (HCF) Patricia Duffy Megan Briggs Australian National Preventive Health Agency (ANPHA) Carol Saab Commonwealth Scientific and Industrial Research Organisation (CSIRO) Samantha Cockfield Transport Accident Commission, Victoria Angela Kamper Centre for Road Safety, Transport for NSW James Kliemt Queensland Police Services Michelle Basic Alzheimer s Australia NSW Smartraveller Department of Foreign Affairs and Trade Dr Vicki Arbes Hall & Partners/Open Mind Richard Chataway Endorsed by Media partner To register phone fax registration@criterionconferences.com

3 Day 1 Tuesday 29th April :00 Registration, coffee & networking 8:30 Opening remarks from the Chair Richard Chataway, Strategy Director, Government Producing innovative campaigns in a changing environment 8:40 Developing a cultural change strategy Moving Victoria to a culture where no death or serious injury on its roads is acceptable Research and issues considered to develop a cultural change strategy The plan to date Samantha Cockfield, Senior Manager, Marketing and Road Safety Transport Accident Commission, Victoria Winner: 2012 AME Platinum Trophy - Public Service & NFP 9:20 Finding a voice for government creating meaningful campaigns for the digital age Outlining opportunities to reinvent research that focuses on engagement How to recognise the new ways that integrated and digital campaigns are designed to work and champions creativity Dr Vicki Arbes, CEO Hall & Partners/ Open Mind 9:50 Cutting through a cluttered market with highly creative communications - Be Consumed : Barossa Valley How to re-activate a brand with high equity Going against the category trend Emma Fletcher, Senior Marketing Manager South Australian Tourism Commission Winner: Cannes Corporate TV and Media Award 2013, Grand Prix and Gold for Marketing and Communications 10:30 Morning tea & networking 11:00 How to create behaviour change from innovative campaigns Identifying & reaching your target demographic Strategies for enabling behaviour change through effective marketing Alyson Pearce, National Marketing and Community Relations Director Australian Red Cross Blood Service Winner: 2013 Association for Data-driven Marketing & Advertising (ADMA) Awards, Silver 11:40 Change Communications Strategies for addressing change fatigue How to maintain credibility Megan Watson, General Manager, Communications & Parliamentary Department of Industry 12:20 Using social media to drive effective behaviour change Challenges and opportunities in using social media to deliver effective Government campaigns Changing behaviour via social media Best practice examples Richard Chataway, Strategy Director, Government 1:00 Networking lunch Effective methods for reputation management 2:00 How to develop effective online community relationships Changing public perceptions through social media How to become the go to source of information James Kliemt, Senior Digital Media Officer Queensland Police Service 2:40 What is the impact of staff s personal social media use? How much influence should an organisation have over employees personal accounts Issues management techniques Megan Briggs Australian National Preventive Health Agency (ANPHA) Nick Rudzki Madeleine Clifford Department of Social Services PANEL DISCUSSION 3:20 Afternoon tea & networking 3:50 How to develop a brand strategy for a city - Brand Canberra: Confident, Bold and Ready Creating a deeper, emotional shared vision that influences action Explore the development and economic benefits a city brand Creating a platform for people to better understand and engage Shane O Leary, Executive Director Tourism, Events and Sport, Economic Development Directorate ACT Government How to produce campaigns with a limited budget 4:30 How to produce an effective campaign without above the line media activity - Be the Influence: Tackling Binge Drinking Producing effective communications within restrictions Can a campaign challenge Australian culture? Megan Briggs, Acting Director Social Marketing Australian National Preventive Health Agency (ANPHA) Winner: 2013 Association for Data-driven Marketing & Advertising (ADMA) Awards, Pharmaceutical / Healthcare, My Quit Buddy 5:10 Close of day one

4 Day 2 Wednesday 30th April 2014 To register, call us on or book online 8:00 Welcome, coffee & networking 8:30 Opening remarks from the Chair 8:40 Promoting policy & driving change - Get your hand off it How to marry policy with communications Meeting customer needs with the right message Road rules awareness week Angela Kamper, Principal Manager Stakeholder and Community Engagement, Centre for Road Safety Transport for NSW 600,000 YouTube views in the 6 months since launch 9:20 Planning campaigns with limited resources Is it possible to innovate on a shoestring? How to maximise resources Patricia Duffy, General Manager Marketing, Shane O Leary ACT Government Samantha Cockfield Transport Accident Commission Victoria Emma Fletcher South Australian Tourism Commission Richard Chataway, Strategy Director, Government PANEL DISCUSSION Strengthening engagement 10:00 Increasing the diversity of the ADF workforce Barriers to consideration amongst diverse segments, including women, Indigenous, CALD, LGBTI Steps taken to improve diversity Results to date Patricia Duffy, General Manager Marketing 10:40 Morning tea 11:10 How to reach diverse audiences & produce a marketing success story - Kindy Counts! Using innovative and cost-effective approaches How to sell the importance of kindergarten Alison Werner, Marketing Manager Queensland Department of Education, Training and Employment Winner: 2012 Awards for Marketing Excellence, Social Marketing, Australian Marketing Institute 11:50 Engaging hard to engage audiences Reaching and engaging Australians on social policies and programs How to make social policy interesting and relevant Madeleine Clifford, Section Manager Communication and Media Branch Department of Social Services 12:30 Speed networking In a structured session delegates will be able to share solutions, knowledge and experiences with one another in a few fun and easy steps. 1:10 Networking lunch 2:10 Rebranding your organisation - HCF Brand Audit Process methodology Danny Saksida, General Manager Sales and Marketing The Hospitals Contribution Fund of Australia Limited (HCF) 2:50 Developing a strong relationship with stakeholders How to build a social change campaign How to become the go to source for information Representative, Smartraveller, Department of Foreign Affairs and Trade 3:30 Afternoon tea and networking Measuring the effectiveness of communications strategies 4:00 The Alzheimer s Australia approach to campaigning for change How to approach CALD communities in an effective way Stretching you budget and thinking smart to maximise reach Michelle Basic, Educator Alzheimer s Australia NSW 4:40 Giving science street cred on social How has the CSIRO embraced social media and video How to take your social presence to the next step Carol Saab, Communication Manager, Video & Social, Commonwealth Scientific and Industrial Research Organisation (CSIRO) 5:20 Close of conference Find us at: Twitter: #governmentmarketing

5 Workshops Monday 28th April 2014 Tuesday 29th April 2014 SAVE $300 when you register by 7th March 2014 How to improve your reputation management strategies Pre Conference Workshop A Monday 28th April 2014, 5:30pm 8:30pm As the consumers and stakeholders of your service progressively move online, government must adapt to become a trusted source online. While digital space gives more control over public opinion than ever before, it also changes risk management rules for those in communication roles. This workshop will provide practical tools about how to update, improve and adapt your reputation management strategies. Attend this workshop and discover: Practical approaches to improving your organisations reputation How to adapt your strategies to a communications crisis environment Methods to use social media to state your position and sway public opinion How to cultivate and grow community relationships About your workshop leader: How to measure the success of digital campaigns Mid Conference Workshop B Tuesday 29th April 2014, 5:30pm 8:30pm If properly utilised social media communication strategies can deliver targeted engagement within ideal groups, allow for consumer content creation and deliver fantastic returns of investment. Are you making the most out of your social media presence? Ever wonder how much success other organisations are having? This workshop will provide insights into how to understand the success of your digital and social media presence and campaigns. Attend this workshop and discover: Methods to analyse results for continuous online improvement Strategies to provide qualitative and quantitative feedback How to communicate results to leadership Why you must look beyond traffic rates for true engagement How to improve efficacy of online initiatives About your workshop leader: James Kliemt Senior Digital Media Officer Queensland Police Service (QPS) James is the Senior Digital Media Officer for the Queensland Police Service (QPS). He is responsible for the greater QPS digital strategy and solutions in the social media and web 2.0 spaces. His team manages the QPS Facebook page, the largest police Facebook page in the world with over 400,000 likes, QLDAlert the whole of government Social Media real time disaster social media information hub and the the mypolice blog network, putting local communities back in contact with their local police across Queensland. Queensland Police Media have won nearly a dozen national and international awards for their response to the 2011 Queensland flood crisis and ongoing use of social media. Nick Rudzki Social Media Manager Defence Force Recruiting Nick is the Social Media Manager for Defence Force Recruiting, which is responsible for recruiting over 7,500 men and women into the Australia Defence Force each year across more than 250 different jobs from rifleman to chaplain. Prior to DFR, Nick was a Regional Account Manager for ManpowerGroup supporting key clients across AsiaPac including NCR, Hewlett-Packard, Fujitsu and Rio Tinto. Nick started his professional career with the South Australian government in a range of communication roles. Before Facebook, recruitment outsourcing and State government, Nick was a tank gunner in the Australian Army. Somehow these experiences combine to make him a pretty good communicator.

6 Registration Page Government Marketing & Communications 29th & 30th April 2014, Canberra How To Register Online: Fax: From outside Aust Tel: From outside Aust registration@criterionconferences.com Team Discounts Register 3 delegates at the standard price & bring a 4th delegate FREE Please note that the standard price will be charged for team discounted registrations, early bird prices are not available for registrations utilising team discounts. Delegates must be registered at the same time from the same organisation in order to receive the team discount. For larger group bookings call us on to find out how you may qualify for greater discounts. Venue Rydges Lakeside 1 London Circuit, Canberra ACT Delegate Details CC*WEB Mail: Criterion Conferences Pty Ltd PO Box R1478 Royal Exchange, NSW 1225 Accommodation Quote R-2904CRI to receive your discounted accommodation rate! Please complete: (Please photocopy for additional delegates) DELEGATE ONE Delegate Forename: Delegate Surname: Job Title: Department/Branch: Company/Organisation: Telephone: Fax: Postal Address: Signature: Approving Manager s Name: Cancellations Should you be unable to attend, a substitute delegate is welcome at no extra charge. The company regrets that no cancellations will be refunded, course documentation will, however, be sent to the delegate. For an event cancelled by Criterion Conferences registration fees are fully refundable. Privacy Policy: Any information provided by you in relation to this conference is being collected by Criterion Conferences ABN: and will be added to our database with the primary purpose of contacting you with regards to ongoing research, product development and providing you with information about future Criterion Conferences products and services. If you do not wish to be contacted for these purposes, please tick here when you fax back your registration. We may also share information from our database with other professional organisations (including our event sponsors) to promote relevant services. Please tick here if you do not want your details to be passed on and send this form back to us. Changes to Conference and Agenda: Criterion Conferences reserves the right to alter the programme without notice and is not responsible for any loss or damage or costs incurred as a result of substitution, alteration, postponement or cancellation of any event. Event Prices Tick relevant box Standard rates If there is a package you require that is not mentioned above, please contact us and we will be happy to provide you with a quote. *GST is charged at 10%. Registration fee includes lunch, refreshments and conference documentation. Please contact us for any special dietary requirements. Full payment must be received prior to the conference to ensure admission. Delegates may not share a pass between multiple attendees. Workshop attendees must also register for the conference. How To Pay Number of delegates: Credit card: Visa Mastercard American Express Bank Transfer (details below) Cheque Total amount $ Please make payable to Criterion Conferences Pty Ltd & mail to Criterion Conferences, PO Box R1478, Royal Exchange, NSW 1225, Quote 4800 on the remittance. Please invoice me Cardholder s name: Card No.: Expiry: Signature: Bank Transfers Register & pay by 7 Feb Day Conference $ GST = $ SAVE $400 Account Name: Criterion Conferences Pty Ltd Branch: Broadway, NSW, Australia Address: SHOP LG 4/5 THE BROADWAY S/C, Broadway, NSW 2007, Australia Register & pay by 7 Mar 2014 $ GST = $ SAVE $300 Register & pay by 4 Apr 2014 $ GST = $ SAVE $200 Upgrade your package with our Pre & Mid Conference Workshops Pre Conference Workshop A $599 + GST = $ Mid Conference Workshop B $599 + GST = $ Calculate your ticket price $ Discounted rates for Local Government & Not-for-profit Organisations 2 Day Conference $ GST = $ SAVE $400 $ GST = $ SAVE $300 $ GST = $ SAVE $200 Upgrade your package with our Pre & Mid Conference Workshops Pre Conference Workshop A $499 + GST = $ Mid Conference Workshop B $499 + GST = $ Calculate your ticket price $ Bank Name: Westpac BSB Code: Account Number: Ref: 4800 Standard price after 4 Apr 2014 $ GST = $ $ GST = $ Audio CD Please send me set(s) $999 + GST = $ Commercial Solution Providers $ GST = $ aqua.3478 Criterion Conferences ABN number: