Department of Primary Industries and Fisheries

Marketplace Communications worked with the Department of Primary Industries and Fisheries (DPI&F) to develop and design a campaign for communicating the benefits of change in regional service delivery – “The Fresh Approach”. We worked closely with DPI&F to develop an implementation plan, a communications and issues management plan, advertising, and community and stakeholder consultation models.

The key driver behind the campaign was the need to meet current and future challenges being faced by Primary Industries. A Fresh Approach for Queensland – Securing the future of Queensland’s Primary Industries focused on addressing the number one impediment to accelerating growth in Primary Industries – skills.

With a significant shortage of skilled workers, ever decreasing enrolments in agricultural education (tertiary and vocational), the continuing mining boom, a 24-7 global market, drought, and climate change the challenges are endless.

The change undertaken in regional delivery as a result of this campaign was broadly embraced by staff and stakeholders. The objectives were clear and they were reinforced. The success of this campaign can be best illustrated through the willingness of staff, stakeholders, and industry to actively participate in enhancing the way DPI&F does business.

A demonstration of the success of this campaign and the value of our contribution can be reflected in the fact that Marketplace Communications was retained by DPI&F to provide strategic advice for a further six months to support their research and infrastructure reform program.