Childcare Queensland is Australia’s largest child care organisation representing over 780 day care centre members in Queensland and all Australian states. Marketplace Communications provides government relations, media relations and strategic marketing services to Childcare Queensland aimed at raising the profile, reputation and importance of Childcare Queensland in the minds of members, the public and Government.
The strategy at the centre of this communications plan was the unification of the Childcare Association voice to achieve the aims of the organisation at a local, state and federal level. To that end Marketplace developed a 12 month government relations strategy for the Queensland Government, Local Governments where specific childcare centres were being established, and informed Federal Government Ministers of changes to Queensland policy that affects Childcare Queensland members.
The primary objective of this campaign was to ensure the Queensland State Government understood Childcare Queensland’s position on child care and changes to policy and how it affects child care owners. The other primary objective of this campaign was to increase good publicity for Childcare Queensland, its members, and the sector.
By developing a comprehensive media relations strategy Marketplace Communications aimed to achieve the following outcomes:
- Increase awareness on what childcare is and its benefit and the important influence it has on children and the community
- Change attitudes in the media to childcare as a ‘money making opportunity’
- Sustain key messages such as – internally regulated members, high industry standards, and passionate independent operators
- Implement an issues management plan for all Childcare Qld centres
- Implement a crisis management plan for all Childcare Qld centres
- Ensure Childcare Qld has a single nominated spokesperson to handle media enquiries
Marketplace Communications has also been instrumental in bringing Website Childcare Queensland into the information technology age by enhancing the website and using online technology to communicate with member and key stakeholders in the community.
We also refreshed the newsletter layout, concept ideas and suggested the incorporation of advertisers which enabled us to make the newsletter – Early Edition – cost neutral. Marketplace Communications also provides copy writing and editing services for the quarterly newsletter. We also undertake market research for Childcare Queensland including polling and surveys during conferences and other sector opportunities.
Marketplace Communications has played an integral role in developing the profile of Childcare Queensland’s President, who is now a key childcare commentator in the Australian media. As a result of our involvement with Childcare Queensland the key players at all levels of Government now invites Childcare Queensland into industry discussions and policy development.