DRAFTFCB

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Act National, Think Local

• Taking Team-Up
• to grass roots New Zealand

March 2007
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At Draftfcb

• Communications that link to community activities,
  that help effect change
• Providing audiences with Inspiration and
  information
• Community Mass Media Significant Change

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What is Team-Up?

• Research points to

Better educational attainment and outcomes for
the child
Increasing parent involvement in a childs
learning

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How?

• By
• Empowering and inspiring parents to help their
  kids learn
• Getting involved in their learning, they can make
  a big difference to their future

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• A little bit today, will get them on their way

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Inspiration Information
EVENTS
BOOKLETS
inspiration
information
TV
WEB
PUBLICITY
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Inspiring through events

• Pasifika Festival
• Months of Planning
• A small tight team
• Attracts over a quarter of million people
• 9 10 March 2007
• A relaxed, fun event with parents kids
• A celebration of Pacific Culture

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• Not there just to make up the numbers

• Look and act like the major sponsor

• Not just handing out brochures

• Engage with your audience, get them involved

• Bringing the message to life

• Make your stand a major drawcard

• Mobilise a team to take your message beyond the
  stand

• Provide your audience with reasons to visit

• Dont underestimate pester power

• Names, Addresses, email, mobile etc

• Demographics of household

• Continue dialogue beyond the event

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Information through publications

• Team-Up 3 age specific magazines
• 55 pages, 150,000 print run
• Content
• School bullying
• Healthy school lunches
• How to make reading fun
• How to prepare for parent/teacher interviews
• Fun learning activities
• Things to try at home
• Much, much more

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Information through publications cont

• First booklet printed
• 120,000 distributed
• 25,000 direct requests from parents
• 14,000 email addresses
• Smart emails generated high readership levels and
  click through

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Learning and Results

• Fostering events and providing practical tools
  helps facilitate widespread change
• In less than 18 months one third of all parents
  have thought about or done something directly as
  a result of the campaign
• What might appear obvious to us is often a
  revelation to a busy parent

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Learning and Results cont

• Involving community networks is critical to help
  empower the people you want to influence most
• Encouraging parents to get involved in their kids
  learning means getting involved with parents
• Plan things well in advance be prepared to
  learn, adapt and evolve

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