Marketing and communication channels

Accessibility and inclusivity

Consider special needs groups, such as the elderly, Aboriginal people and other cultural backgrounds, and those with a disability. For more information, refer to accessibility and inclusivity.

Advertising (print and online)

Advertising can get your word out quickly, but it can be expensive and difficult to measure its effectiveness. Public notices and/or print advertisements can be placed in specialist publications and/or local, regional, and interstate papers as well as online equivalents. Digital campaigns across multiple channels can be cost effective but to not reach all target audiences – a mix of tools is recommended.

The Tasmanian Government undertakes advertising to:

• promote government policies, programs and services
• promote engagement opportunities
• inform the public of their rights, obligations, and entitlements.

Procurement of services must be carried out in line with the Treasurer’s Instructions (TIs) and relevant agency processes.

When planning advertising, it is important to consider:

• the relevance, accuracy and objectivity of the type and content of advertisement
• accessibility, compliance, and accountability
• value for money.

Advertising must also comply with the Tasmanian Government Corporate Brand Identity and Communication Policy and  Tasmanian Government procurement ‘buying for government’ processes. For more information, refer to advertising.

Advertising features/supplements

Features and supplements can be effective for specific or special campaigns, but you may need the support of advertisers or project partners to cover costs.

Agency communications managers and agency contacts

The first point of contact for help and advice about your communications activity is your agency communications manager. Refer to the list of the agency communications managers and key contacts.

Applications (apps) for mobile devices

Applications for mobile devices must fulfil a business need that is not already addressed by other mobile channels, such as websites. Apps must be effectively marketed and require user support and regular updates. They can also be expensive to develop and maintain.

Billboards

Billboards are a visual medium that is available in metropolitan and regional areas and work best if you have an interesting and engaging design. Depending on its placement, a billboard can reach a larger audience but generally people only have a few seconds to take in the visual message. However, depending on your project it can be difficult to target a specific demographic or target audience. It can also be quite expensive to deliver and conduct the necessary research to establish reach and value.

Branded merchandise

Promotional products such as pens, stickers, magnets or post-it notes can be selected to appeal to your target audience. Depending on the size and format of the item, it can feature the Tasmanian Government logo and/or any relevant graphic devices and/or calls to action.

When selecting merchandise consider the materials used and their origin – is the object ethically produced, does the paper or wood have FSC or are the materials recycled? Although this consideration is not mandatory many of our audiences make their decision to engage with an activity or purchase or accept an item based on their ethical values.

Ensure your merchandise meets the requirements of the Tasmanian Government Corporate Brand Identity and Communication Policy. Refer to corporate brand identity elements. (See also Giveaways).

Collaboration

Consider establishing marketing alliances or collaborations (formal and informal) to keep costs down and spread your message – third party endorsement is always beneficial and word of mouth is a very strong channel in the Tasmanian community.

Community and industry organisation noticeboards

Relevant community organisations can be supplied with information (flyers, publications, posters etc) for distribution to members or to display on noticeboards. Using industry associations and community leaders to relay information often adds credibility to the message.

Community meetings and public forums

Community meetings are a good way to encourage community participation and gathering feedback (two-way communication). Community meetings can be held independently or in conjunction with interest groups. Depending on the issue, events can be open invitation or tailored to a specific target audience and it is often beneficial to engage a facilitator.

Community and regional newspapers and publications

These are an excellent means of reaching regional communities. Advertising costs are low compared to daily papers and editorial content is often welcomed (particularly when provided with images). You can produce articles (good news stories) based on the initiative and its ‘success’ stories. These publications can be used to reach more remote and rural audiences who may be more in touch with their local publications.

Community Service Announcements

Community Service Announcements (CSAs) are like advertisements, but they are free of charge on some community broadcasters as a service to the community. They often have a charitable, public health or educational purpose. Allocation of free airtime for CSAs is a matter for individual media outlets. CSAs can be negotiated directly with media outlets or via a media booking agency.

Electronic direct mail (EDM)

Email is often an easy and preferred way of communication. EDM is good for relaying information, but not for communication. You need to be selective about what you email and avoid ‘spamming’. The success of your email campaign will depend on the quality of your mailing list or database. You should comply with anti-spam legislation to ensure you are building your mailing list in an ethical and responsible way. Ensure you ask your customers and clients for consent to add them to your mailing list, identify yourself with branding and always include a link to unsubscribe. To grab people’s attention, the subject line needs to the clear and engaging and relevant the content and audience.

Events and exhibitions

Government attendance at events and exhibitions provides an opportunity to reach many Tasmanians and gives the public an alternative way to access government information and speak with staff face-to-face. It can be a good way to reach target audiences that are difficult to engage with. Refer to events and exhibitions.

Face-to-face briefings or presentations

Consider contacting community or professional groups to talk about the initiative or supply them with information. This tool is good for internal audiences (eg Steering Committees and senior management), particularly at the beginning and end of projects. It is also good for conveying project intricacies that might not be expressed in other direct communication.

Features for sector and industry publications

This option can be particularly useful if you are targeting professional bodies like medical practitioners or community service workers.

Focus groups

Focus groups are a method of data collection that involves gathering a small group of people to discuss or give feedback on a topic. It can be useful for research purposes and ensures two-way communication, however, it can be expensive and needs to be done well.

Frequently asked questions (FAQs)

FAQs are a list of questions and answers intended to help people understand a particular subject. They are a great way to improve the user experience on your website and can also be used in publications or flyers. If you are drafting FAQs, keep them concise. It is best practice to test the FAQs on people who are not involved with your project.

Giveaways

Branded merchandise or promotional products such as Fridge magnets, stickers, and bookmarks. Ensure your merchandise meets the requirements of the Tasmanian Government Corporate Brand Identity and Communication Policy. Refer to corporate brand identity elements (see also branded merchandise).

Information sessions

A good method for encouraging two-way communication and engagement. Information sessions can be for internal or external target audiences (see community meetings/public forums).

Internal communication

Depending on the content you are communicating, you can tailor your internal communications channels to best suit your target audience. Some common internal communication channels particularly when communicating with staff include, staff meetings or information sessions, the intranet, staff newsletters or posters. Refer to internal communications.

Intranet

Staff often know the intranet is the place to go for up-to-date information and resources. Generating content for your Agency’s intranet (and other Agency intranets if appropriate) is an effective communication channel, whether it is a dedicated page or area on the intranet or an intranet article or announcement that is important to staff.

Letterbox drops

Can be useful in reaching specific geographical areas. Delivery can be carried out by commercial service providers. However, not everyone reads material in their letterboxes.

Magazines

Identify magazines and newspapers that reach your target audiences and consider placing advertisements or supplying editorial content.

Market research

Market research is used to gain a better understanding of society and to identify the perceptions, attitudes, behaviours, needs or emerging concerns of members of the community. It may be used to assess the public response to proposals, changes, or initiatives; to assess the effectiveness of policies, programs, and services; to measure progress in service improvement; to inform a course of action; or to inform marketing decisions.

Media events

These are appropriate if there is a suitable news angle to the announcement. This form of public relations can engage if effectively managed but it needs to be carefully planned. It should be reserved for major announcements. If you intend to use this channel, you must consider Ministerial involvement, and find out if the Minister is available (also check Parliamentary sittings) and make sure your proposed date doesn’t clash with other major events or announcements. Suggest a news angle (people stories work best), appropriate venue/event, branded backdrops/banners etc. For more information, refer to media.

Media releases

Media releases are easy to prepare and distribute at no cost. The key is writing a good headline and making sure it sounds like news not an advertisement. However, it is not always effective as it relies on how busy the news day is, and it might not get picked up. Sometimes individual interviews are more effective. Think in pictures when trying to attract media coverage or make sure it is distributed beyond the general media and sent directly to targeted outlets such as specialist publications. It should not be the only source of communication. For more information, refer to media.

Mobile ‘billboards’

Advertising can appear on cars, buses, billboards towed by vehicles and apparel. They provide flexibility in targeting a specific, small geographical area, or a large city.

Networking

This is a highly beneficial and cost-efficient way to get the word out about your program, service, or specific activities. You can also work with relevant organisations to provide information for their customers or clients and consider asking them to display brochures etc.

Newsletters

If you are generating a newsletter, ensure your newsletter looks professional and is branded to reflect the Tasmanian Government, your sub-brand or the design of your program or service. Keep in mind that newsletters can be time consuming to produce and you need to ensure you have enough news to fill future editions. Think about any existing newsletters you can tap into and submit content to such as other government agency intranets, government newsletters, childcare, school, or club newsletters. Contact the Department of Premier and Cabinet’s Communications Unit for a copy of the Tasmanian Government Newsletter Register.

Newspaper advertising

The Mercury, The Examiner and The Advocate or local newspapers and publications(Advertising must also comply with the Tasmanian Government Corporate Brand Identity and Communication Policy and  Tasmanian Government procurement ‘buying for government’ processes. For more information, refer to advertising. (See also Advertising and Community and regional newspapers and publications).

Newspaper supplements

Identify relevant newspaper supplements or inserts and consider placing advertisements or supplying editorial.

Online training programs

If you are implementing a change that involves behavioural changes or training, consider using online training. Online training can allow staff to learn at their own pace and undertake the training when it suits their schedule. Online learning systems are often already in place within your Agency. However, online learning does not suit everyone or every situation. You need to consider your target audience and the type of content the training is delivering carefully.

Podcasts

A podcast is distinguished from other digital media formats by its ability to be subscribed to and downloaded automatically when new content is added. Podcasts can be time-consuming and resource intensive so consider the long and short-term benefits. Podcasts can also be expensive, so it is necessary to investigate the costs involved. A podcast is not accessible to those with hearing impairment, so consider providing a podcast transcript.

Posters

Posters are effective in location specific communications. For example, doctors’ surgeries, health, or community centres. They are also useful for reaching specific geographical areas. You need to factor in design, printing and distribution costs to your timeline and budget. Don’t forget to think about how the posters will be distributed and who is responsible for putting up the posters and removing them when they are no longer relevant.

Public displays or exhibitions

Displays at shopping centres, Service Tasmania shops, Council offices, community and neighbourhood centres, doctors’ surgeries, hospitals and other community health centres and public events allow people to stop and talk and take away information. Refer to events and exhibitions.

Public notices

A form of non-campaign advertising that can help inform the public of their rights, obligations, and entitlements, as well as explaining government policies, programs, and services. Public notices may appear in the classified or early general news (EGN) pages of newspapers or in general pages of other print publications.

Publications and promotional materials (brochures, flyers, pamphlets, fact sheets)

Branded marketing information including brochures, flyers, fact sheets etc. Think about the publication’s shelf life and print run when deciding on the style and cost. Don’t forget to factor the time required for design, printing, and approvals into your timeline. Postcards are also useful in building brands and encouraging people to seek more information on projects or initiatives. Postcards can often be a good way to create a quick reference guide for your project.

Ensure your publications meet the requirements of the Tasmanian Government Corporate Brand Identity and Communication Policy and are accessible and inclusive. For more information, refer to publications.

Radio advertising

Highly effective for broadcasting information fast. Speech is the dominant element, so it is essential to have clear messages and it is highly dependent on budget. When planning and procuring advertising, in addition to complying with the Tasmanian Government Corporate Brand Identity and Communication Policy, agencies must comply with Tasmanian Government procurement ‘buying for government’ processes.

Radio – talkback/discussion

Offer to provide spokespeople and/or news leads for radio talkback sessions or news items focusing on the project or initiative.

Social media

Social media includes the group of websites and applications that enable users to create and share content or to participate in social networking. You will need to invest time, resources, and effort into your social media strategy, so it’s vital that you know it will deliver results. The social media strategy is just one part of the digital strategy and a holistic marketing and communications strategy.

The range of social media channels will continue to change and evolve rapidly with time and if you are using social media platforms you need to be aware of the terms and conditions and make sure that content you use does not breach copyright or moral rights laws.

The list below identifies some of the social media channels currently available:

• Microblogs: X (formerly Twitter) is the best-known micro-blogging platform. It allows you to post updates as often as you want. The limit for each post is 280 characters, which presents certain challenges when using X as a communications channel. This can be overcome to some degree by using short URLs to link off to more detailed information. X also keeps a public record of all updates, which can be mined by searching.
• Social networking: The most well-known platform would be Facebook. Facebook connects people to other individuals, as well as brands and organisations. It allows users to share content (eg news stories, photos and videos, links to websites and information, event listings etc), ask questions and solicit feedback.
• Professional networking communities: LinkedIn is the most common professional networking platform. Professional networking communities focus solely on interactions and relationships of a business nature rather than including personal, non-business interactions. They provide a way to either find work or get ahead in your career, as well as gain resources and opportunities for networking.
• Visual content communities: such as YouTube, Instagram, Vimeo, Pinterest and TikTok (see note below). These social media channels allow users to upload and share their photographs and/or videos. These channels can be engaging tools for providing information to the public, particularly for people with low levels of literacy or other barriers to the use of written publications.

Note: At this time TikTok can still be used as a channel for Tasmanian Government Advertising campaigns if the channel is relevant to the target audience. However, considering the ever evolving nature of digital media tools DPAC will keep across future risks and advise agencies through their communication managers of the Tasmanian Government’s current position and/or policy change.

• Podcasts: are digital media files distributed over the internet for playback on mobile devices. A podcast is distinguished from other digital media formats by its ability to be subscribed to, and downloaded automatically when new content is added.
• Web blogs and discussion forums: provide online space where people or organisations can tell stories, share insights and opinions about a topic, or inform clients about business/project successes. There are thousands of blogs and discussion forums, such as WordPress or Substack.
• Recommendation and review websites: allow people to post reviews about businesses, products, or services. Some of the most common review sites are TripAdvisor or UrbanSpoon.
• Wikis: are group-edited sites for knowledge management and storage (eg Wikipedia).

A note about hashtags: Use keywords in hashtags, which have a # symbol. Hashtags help people find and follow topics of interest. If you are publishing a new topic, try to use an existing or trending hashtag rather than creating a new one.

You need no more than 2 hashtags. Too many hashtags makes your content difficult to read and less accessible. Use ‘camel case’ for compound hashtags. The first letter of each word in the hashtag starts with a capital letter – for example, #SelfQuarantine.

A note about monitoring comments on social media: In regarding to social media our advice is to have comments turned off. This is led by the High Court decision in New South Wales (NSW) that resulted in the NSW Government being liable. If business units must have comments turned on, they need to ensure that they are properly resourced and have clear terms of use noting that inappropriate comments will be deleted. When they are unable to monitor comments, comments need to be turned off. Approval needs to the sought.

Important: Before considering any form of social media refer to the Tasmanian Government’s Social  Media Strategy Template. Content also needs to be accessible no matter which platform you use, including video and audio content.

For more information, refer to social media and the Australian Government Style Manual section on social media.

Spokesperson/spokespeople

A spokesperson will deliver the key messages for your project. In the first instance check the Tasmanian Government’s Media Policy  for guidance about who is the delegated person to speak on behalf of government. The name of the delegated person will appear on media releases, they will participate in media interviews and sign letters etc. If you need to identify a spokesperson in addition to the appropriate delegate, ensure they have the skills to speak to media and knowledge of the project or program to perform the role. This person is not always the person in charge of the project. Refer to media relations and spokespeople.

Sponsorship and partnerships

The decision to enter into a sponsorship agreement must be driven by sound business principles and only undertaken if it is likely to produce a significant benefit for government and its clients with no detriment to the public interest. Refer to sponsorships and partnerships.

Staff meetings

Consider attending staff meetings to present or discuss your project or initiative. This can give staff the chance to engage and ask questions. If you can’t attend, consider providing the Manager with some supporting information.

Tasmania’s Event Calendar

If your event has appeal to consumer (general) audiences, add your events to Tourism Tasmania's Events Calendar to tap into special weeks.

Television advertising

Television advertising can reach your target audience quickly and effectively and offers high credibility. However, it can be costly and there is no guarantee your target audience will watch it. When planning and procuring advertising, in addition to complying with the Tasmanian Government Corporate Brand Identity and Communication Policy, agencies must comply with Tasmanian Government procurement ‘buying for government’ processes. For more information, refer to advertising.

Testimonials

Positive comments from satisfied clients can be added into many pieces of marketing to add credibility. They don’t need to be long, just a sentence or two in advertisements, brochures, newsletters or on websites.

Webinars

A webinar could be a presentation, workshop or training seminar shared online using one of several hosting tools. Webinars are particularly good for training or communicating with staff about a particular topic. It can also be recorded and made available for participants who were unable to attend.

Websites

Websites can be very effective if promoted properly. They allow 24-hour, seven-day-a-week access and people can browse to the depth that suits their needs. Website content should be available in HTML and PDF format. All websites should comply with the Web Content Accessibility Guidelines (WCAG) AA and the Tasmanian Government Corporate Brand Identity and Communication Policy . For more information, refer to Tasmanian Government websites).

Word of mouth

Positive word of mouth communication can build good relationships with customers at low cost. However, word of mouth can be unpredictable because you can’t control what people say.