TASMANIA - Social Marketing and Champion Building Campaign
Campaign objectives
Campaign partners
1
Strengthen the cultural value of seasonal Tasmanian Food for Tasmanians (culture includes ideas, customs, norms and social behaviour)
2
Positively influence the procurement of Tasmanian seasonal food by business, institutions, organisations and every day Tasmanians
Campaign strategic activities
• Brand Tasmania delivering workshops to support the champions and amplifying the Campaign • Tasmanian Food Champions • Food sector businesses • State and Local Government • Industry Peak Bodies • Tasmanian community organisations and everyday Tasmanians • WIN TV is our official media partner
Campaign evaluation Mobilise resources
Influence the policy and strategic environment of government and business.
PHASE 1 Scope project (including co-design with collaborators), develop plan and establish campaign governance (3 months)
• • • •
What did we do? How much did we do? Who did it impact? Case studies
PHASE 2 Deliver and monitor 20-month campaign
PHASE 3 Complete evaluation and develop recommendations (1 month)
Campaign communications Deliver a social marketing campaign which includes daily posts via Facebook, Instagram and Twitter; seasonal use of Traditional media including TV, Radio, Newspapers/Magazines and Videography
Create and share Champion Stories from • Producers/value adders • Agritourism – farmgates, markets and events • Hospitality – cafes, restaurants and Drysdale • Community organisations • Every day Tasmanians
Core funding Healthy Tasmania Grant $200,000 Additional contributions from industry and philanthropic sources