Client: |
Department of Health and Ageing (DHA) (2005)
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 Back
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GJC created a marketing plan for the distribution of the revised edition of the Grog Book. This involved the development and implementation of a Ministerial launch as well as the development and production of materials, media relations and an extensive database.
Reason for Engagement
GJC submitted and won a competitive tender for the DHA campaign based on our understanding of the brief, our experience in Indigenous communications and the quality of our team.
Client’s Problem
DHA had produced a revised edition of the Grog Book, which when first released had problems with its distribution. There was a need to distribute the second edition with a strong marketing campaign to create awareness of and demand for the Grog Book and to get it into the right hands. In short, the DHA had produced an excellent resource and needed to ensure it was understood and taken up by the community.
GJC’s approach
GJC developed, managed and produced a Ministerial launch in Alice Springs, with a strong community feel. The event was held at the Central Australian Aboriginal Alcohol Programs Unit (CAAAPU) in Alice Springs in July 2005.
GJC developed and produced an invitation, two posters, a fact sheet and a postcard to be sent out along with the book. In certain instances a postcard was sent to organisations alerting them to the availability of the Grog Book and detailing how the Grog Book can be obtained free of charge.
GJC developed extensive and comprehensive databases for the purpose of the mail out of the Grog Book and the materials.
GJC also developed and implemented a public relations campaign and had stories placed in a number of community and Indigenous publications. The launch also received a substantial amount of radio coverage and was on the Imparja TV News on the day of the launch.
Project Outcome
The marketing campaign was a great success – the launch attracted a wide range of people, organisations and media. There was good media coverage and the distribution of the Grog Book has proved most successful.
Materials Delivered
A Ministerial launch and invitation, two posters, fact sheet, postcard, media release, and database.
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