How We Do It

How We Do It

Purser Corporate Communication is a traditional public relations firm offering a tailored, integrated strategic approach. We work with our clients to further their business objectives.

Case Study: Attracting volunteers

Clubs NSW Newcastle & Hunter

Clubs NSW Newcastle & Hunter

The project:

Special Olympics 2013 Asia Pacific Games Champions of Volunteering

The brief:

The Special Olympics 2013 Asia Pacific Games was one of the most significant events the Hunter region has hosted. As a major sponsor of the Games, Clubs NSW Newcastle & Hunter was charged with organising the Games volunteer team program. Clubs NSW Newcastle & Hunter approached us to develop a strategic campaign to help attract 3,500 volunteers from the community to ensure the successful running of the Games.

Our strategy:

We engaged our vast network of local business leaders, senior managers and directors, along with their employees, members and volunteers to champion the call to action to become part of the 3,500 strong volunteer army needed for the event. We understood the key to this program’s success was partnerships and engagement with business, media and wider community.

Execution:

We put together an event that united more than 100 local clubs from the region to launch an appeal for Games volunteers. The event served as a platform for some of the Hunter’s largest corporate and community-focused organisations to become Champions of Volunteering for the Games. Business leaders from these organisations, which included the Westpac Rescue Helicopter Service and Hunter Surf Life Saving, Hunter Breast Cancer Foundation, the region’s largest vocation education providers, health services and government agencies, joined the call to encourage their own members, supporters, staff and volunteers to become Games volunteers.

Purser leveraged the large public and media interest by securing interviews with volunteer champions and local news and magazine articles about volunteering for the Games.

Following the Volunteer Champions event, we initiated our communication strategy.  This provided champions with the tools to distribute collateral to their personal and corporate networks. This included marketing material, news stories and approved key messages for EDM, newsletters, social media and more.

Outcome:

The Champions of Volunteering program was a huge success and more than 3,500 local people registered as volunteers, which directly ensured the smooth running of the Games.

Specifically it enhanced the reputation of Clubs NSW Newcastle & Hunter by delivering on their sponsorship deal, and improved its stakeholder engagement through exposure to our vast community and corporate network. This program helped raise the profile of the Clubs NSW Newcastle & Hunter Representative and won a Clubs and Community Award.

This award-winning program has also become a model for similar, large-scale calls to action.

As a result of this successful campaign Purser was engaged by the Games organisers to assist in the campaign to sell out Hunter Stadium for the Special Olympics 2013 Asia Pacific Games Opening Ceremony.

Services:

Integrated communication strategy, event management, marketing content and networking

119 King Street Newcastle NSW
PO Box 2374 Dangar NSW 2309

Phone 02 4962 4577
pp@purser.com.au

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