Strengthening Australia’s current learning culture is no easy feat but that’s just what the Australian Learning Lecture (ALL) has set out to do.
A partnership between the Koshland Innovation Fund and the State Library Victoria, the decade long project is designed to bring big ideas around education and learning into the spotlight to spark national discussion across all parts of society. Central to achieving this is through a series of a thought provoking lectures to be held biennially.
The first theme of the series is ‘Joy and Data’, which looked at the intersection between the joy of learning and the way in which we use different kinds of data to measure, value and enable success.
ALL recruited Currie to create awareness for the program and help launch the initiative. Currie developed a communications and marketing strategy for ALL. The overarching goal of the strategy was “to create profile for the ALL lecture series and encourage people to attend the first lecture – Joy and Data.”
The key elements of the strategy included:
- Defining goal, objectives and key performance indicators
- Defining the target audiences
- Developing and refining the campaign’s key messages to be used in online and printed collateral
- Developing and refining the narrative and creating content i.e. newsletters, speeches and blogs
- Managing social media posts and encouraging the online community to participate in the initiative
- Developing a multi-pronged media plan to raise awareness of the initiative, promote Sir Michael Barber and encourage attendance at the lecture
- Event management for the pre-lecture reception and inaugural lecture
Currie worked to implement the strategy in conjunction with the ALL working group (consisting of representatives from the Koshland Innovation Fund and State Library Victoria) and with input and advice from the SLV Communications Team.
Through Currie’s help, ALL secured high level media coverage (including John Faine, The Australian Financial Review, ABC TV and radio) for Sir Michael Barber and helped recruit Dame Quentin Bryce to the cause. Media coverage for ALL in the April-June quarter attracted 38 media items at a value of $512,244.60.
Social media was used as a key medium of the campaign. Over a three month period the ALL twitter page received 186 followers, with Facebook clocking up almost 400 likes. As a result, the inaugural lecture received more than 700 registrations to the event.
“Currie Communications is an outstanding company. Their team and their approach are highly professional. They are responsive in all their dealings – both with people and the tasks at hand.” – Ellen Koshland, Australian Learning Lecture