Case studies in developing, implementing, introducing and managing a brand from: Government of NSW Australian National University Arrow Internet National Disability Insurance Scheme The Salvation Army Evolve Housing CareerOne

1. Don’t Be Afraid – It’s Time to Innovate and Look Forward
19-20 September 2016, Novotel Sydney Central
w w w. a r k g r o u p a u s t r a l i a . c o m . a u
Marketing and the
Australian Public Sector 2016:
True Connections
It’s not about making do with less, by doing more by enhancing your current under-
standing of the new
Case studies in developing, implementing, introducing and managing
a brand from:
Government of NSW
Australian National University
Arrow Internet
National Disability Insurance Scheme
The Salvation Army
Evolve Housing
CareerOne
One-day case study led forum and two post forum workshops
$1095 plus GST for the forum only(if you book early)
The Challenges & The Solutions to:
Making your brand meaningful
Where is the public sector at with regards to social media
Working with a lack of resources/budget constraints
Social media policies in the public sector
The legal implications, risks and mitigations
Working with influencers and internal stakeholders.
VENDORNEUTRAL-NOSALESPRESENTATIONS

2. Combining EA and SOA with BPM strategies
The public sector is increasingly confronted with budget constraints
and a lack of resources, otherwise accessible to the private sector or
industries with generous marketing budgets. Digital media comes
at a price, and to engage effectively while also widening the reach of
a brand or communication, it calls for a high degree of creativity.
With the current challenge of doing more with less, it is imperative for
the public sector to enhance their understanding of the marketing
and communication functions at play. Social media has
clearly changed the game, and there are times when
a brand can get it wrong. Marketing professionals
need to consider: what can be done to get a
better outcome and how can they use AV to
further the message and make optimum use
of media releases?
Thisconferenceoffersagamutofcasestudies
from the public sector – that take you from the
starting point of developing, implementing,
introducing and managing a brand to how
someorganisationsaresuccessfullyengaging
their customers and using social media from a
whole new perspective.
M a r k e t i n g a n d T h e A u s t r a l i a n P u b l i c S e c t o r
19-20 September 2016, Novotel Sydney Central

3. 8.30 Registration and refreshments
9.00 Chairperson’s opening remarks
Michelle Robertson, Executive Officer, Communication and Marketing,
Communities@Work
9.15 Connecting with your audience: Ensuring your campaign reaches everyone, and
excludes no one
Nicole is passionate about ensuring government communications are accessible,
and connect with all members of the community. This is an important part of the
communications for the National Disability Insurance Scheme. In her session Nicole will
explore:
8 How to find and connect with your audience
8 Increasing the accessibility of your communications to connect with niche
groups
Nicole Davey, Communications Manager, National Disability Insurance Scheme
@nicolemdavey
10.00 Engaging consumers in a competitive digital landscape: A Department of Health and
Human Services case-study presentation
The Better Health Channel is Australia's most comprehensive and credible health
websites, seeing close to 52 million site visits per year. Charissa Feng, Manager Digital
Marketing & Communications will share insights on engaging consumers with the
website in a competitive digital landscape while achieving the objectives of health
literacy & behaviour change.
Charissa Feng, Manager, Digital Marketing & Communications, Department of Health
and Human Services
10.45 Morning refreshments and networking #marketausps
11.00 Don’t be afraid! The challenges and power of social media
8 An Australian National University case study on allocating resources to social
media
8 Creating an engaged community on social media platforms
8 The different platforms of social media and why you should be using it
Amelia Bidgood, Alumni Relations Officer, Australian National University; Managing
Director, Socialite Digital @socialdigim @AmeliaBidgood
11.45 Shifting Landscape and Culture in the Public Sector
In Australia and abroad, the structure and culture of the public service sector is
evolving, dramatically changing the way we should work within government and how
we can most effectively operate with government stakeholders and clients.
8 Explore the trends in Marketing and Communication among government
departments
8 Discover how the public sector and government market and influence
themselves
8 Cultivate responsive contacts in government
Michael O’Dwyer, Senior Manager Communications & Stakeholder Relations,
Government of New South Wales
Forum Day: Monday, 19 September 2016
forum day continued on the next page...
M a r k e t i n g a n d T h e A u s t r a l i a n P u b l i c S e c t o r
19-20 September 2016, Novotel Sydney Central

4. forum day Continued Monday, 19 September 2016
12.30 Networking lunch (Please let us know two weeks prior of any dietary requirements)
1.30 So – Content Talks!
Drawing on her own experience and the combined experience of the room, Christine
will lead a discussion around the burning questions of Marketing and Engagement in
the Public Sector:
8 Understanding the language of content
8 Who are we speaking to?
8 The importance of response
Mark Ankucic, Digital Content Producer, CareerOne
@markankucic
2.15 The Case for Content
8 How to use content to build an audience
8 The secrets of content success
8 Measuring what matters
David Pembroke, CEO and Founder, contentgroup @davidpembroke
3.00 Afternoon refreshments and networking #marketausps
3.15 Championing Creativity and Innovation through Regulated Government Reforms
Aged Care Plus is a division of the Salvation Army Eastern Territory and provides aged
care services to over 1700 older Australians. Claire Whyntie, will share her experiences
of leading through highly regulated government reforms, whilst still championing
innovation and creativity.
Claire Whyntie, Head of Marketing, Communications and Client Services,
The Salvation Army Aged Care Plus
4.00 Cutting through the noise: What social media channels should I be using?
Jody takes the learnings from a Social Media campaign run at Evolve housing to
demonstrate:
8 Targeting segments of your audience using channels of social media
8 Challenges faced in a competitive and saturated market
Jody Gould, Marketing and Communications Manager, Evolve Housing
4.45 Closing remarks from the chair

5. Workshops: Tuesday 20 September 2016
A Social Media as a Team Sport
Registration: 8.30 am
Workshop starts: 9.00 am
Workshop ends: 12.00 pm
Facilitated by: Jasmine Batra, CEO, Arrow Digital
@ArrowDigitalAU
About the Workshop:
Using examples from councils and government
departments, Jasmine Batra will share her insights
and learnings about:
• Using social media to build community
engagement on public policies
• What Citizens Want From Government in Social
Media
• Social media as a team sport
• Explore the “state” of your audience and how
to build trust.
• Making the shift from ‘informing’ to ‘engaging’.
About the workshop leader:
Jasmine Batra, CEO of Arrow Digital,
is one of Australia’s most respected
Digital Marketing Strategists. With
an illustrious career spanning from
Advertising, Marketing and Project
Management, she has developed
a sharp acumen in Digital Media
including SEO, Google Analytics
and Website Conversions. Jasmine
leads the company in delivering integrated
Digital Marketing services to help clients leverage the
power of the Internet for business growth. Jasmine
has experience providing consultancy and hands-
on implementation to many companies including
Government departments who have a rigorous
process of selecting the best minds.
B Content Marketing:
The future of government and public sector communications
Registration: 12.30 pm
Workshop starts: 1.00 pm
Workshop ends: 4.00 pm
Facilitated by: David Pembroke, CEO and Founder, contentgroup
@davidpembroke
About the Workshop:
This workshop will focus on how to plan and apply a
content marketing approach in the government and
public sector.
Content Group will show you how to convince risk
averse senior executives that content marketing is
their future, how to gain the support and confidence
of politicians and their advisers and what skills you
will need on your team to ensure success.
You will leave the workshop better informed, inspired
and ready to apply your “how to” guide to building
a content marketing program in government and
public sector.
If you work in government or public sector
communication at a municipal, state or national
level, this is a session not to be missed
About the Workshop leader:
David Pembroke is the CEO and
founder of contentgroup, a Canberra
based government and public
sector content marketing agency.
He has a commerce degree
(marketing major) from one of
Australia’s leading business
schools (University of New South
Wales) and worked in product
management for the American
multinational 3M. He changed careers to work
in media where he spent a decade as a radio
current affairs and sports reporter for the Australian
Broadcasting Corporation.
He was a founding member of the ACT Brumbies
management team in 1996 and Wallabies’
communication director for three years including the
Rugby World Cup winning year of 1999.
Contentgroup was founded in 1997 and offers
consulting, content production, training and research
services. David hosts In Transition, a weekly podcast
which examines the practice of content marketing in
government and the public sector. He can be found
on Twitter @davidpembroke.
T h e A u s t r a l i a n P u b l i c S e c t o r : T r u e C o n n e c t i o n s

6. Marketing and The Australian Public Sector
19-20 September, Novotel Sydney Central
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