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7.10 Marketing, Media & Promotion
7.10.1 Marketing Strategy
The need for a Marketing Strategy to drive our profile-raising became more
urgent with our new Strategic Directions. Through ANZ, Andrew McPhee led
a team of volunteers to help develop our Strategy.
7.10.2 External Communication
Our new website was launched in November, with much greater
capability and a fresh look. On average, there are 6,000 ‘visits’ per
month (up 20% on 2008/09).
1,000 copies of the 2009/10 Annual Report were produced.
Late last year a decision was made to establish a Berry Street Facebook
page, with a focus, at this stage, on profile raising/publicity/
marketing. A Web 2.0 (Online) Strategy will be developed early in
2011.
7.10.3 Media
We continued to look for opportunities to promote Berry Street and
strengthened relationships with a number of key media people. Coverage
was up 52% compared with 5 years ago.
D. LOOKING TO 2011
The new Victorian Government is committed to a judicial review of Child Protection, with
a report in November. Despite anxiety from many of our colleagues, we think it is an
opportunity to rethink the role of community service organisations vis a vis DHS. We will
be arguing that much of the work currently done by DHS could be done more effectively
by community service organisations. While there may be some sector capability issues, it
is our view that it is worth investing in building this capability.
In his report to me, Julian used Bruce Perry’s seminal work on the architecture of the
developing brain to describe the challenges for 2011.
Developing this analogy, we have identified many of the neurons we need. These include:
Continuing to provide a diverse range of high quality services to clients with very
complex needs, with real resource constraints and demand exceeding supply.
Our 2027 Strategic Directions and Strategic Initiatives.
A desire and growing capability to increase our independent funds.
Our Public Policy and Advocacy Agenda
Our service innovations
Our Excellence Framework, which brings together quality and risk management
The new Evaluation Framework
Our 2010-2013 Strategic Plan
Our Regional/Group, Early Years, Education and Aboriginal Services Plans
Our goals for innovation, advocacy agenda and excellence are ambitious. So too is our
target for independent income.
Our challenge is how we nurture, develop and reinforce the connections between these
neurons, within a complex and turbulent environment.