1. Getting noticed: How to win new learners and participants and retain existing ones

2. Part workshop Part presentation

3. Stay standing if you have thought about how you can market and promote your Neighbourhood House in the past 3-6 months

4. Stay standing if you have a written marketing and promotions plan in place at your Neighbourhood House.

5. Stay standing if you have ever reviewed your marketing and promotions plan and made changes to improve it as a result.

6. Your turn!

7. Carlton Neighbourhood Learning Centre

8. Target market segments New students and participants Target market segmentMarketing tactics and/or tools Recent arrivals to Australia or those who were born or have lived in Australia for a while but never had the chance to learn English.  Build and maintain relationships with the following stakeholders by meeting with them on a regular basis and ask them to refer people to Carlton Neighbourhood Learning Centre for courses: o Community leaders within different cultural communities o Local community agencies o Referral agencies such as Job Services Agencies and Centrelink.  Website  Social media  E-signatures  Brochure  Events and open days at Carlton Neighbourhood Learning Centre  Community noticeboards  Local newspapers  Facebook ads. Recent arrivals to Australia who are looking to obtain employment or Australian residents who are unemployed and looking for work.

9. Target market segments Support provided/nature of partnership Target market segment Marketing tactics and/ or tools Funding  Adult Community Further Education (ACFE)  Higher Education and Skills Group (HESG)  City of Melbourne and Yarra  Department of Human Services (DHS)  Adult Multicultural Education Services (AMES)  Submit regular reports t o funding bodies  Adhere to marketing guidelines (eg. proper placement of the logo on marketing collateral). Political support and influence  Local members of parliament at the state and federal level  City of Yarra and Melbourne councillors  Invite them to speak and/or attend events  Meet with them  Articles in local media. Key stakeholders

10. Target market segments Key stakeholders Referral agency  Job Services Agencies  Centrelink officers  CLAN  Disability agencies  Community agencies such as North Yarra Community Health  Education providers  Marketing collateral  Attendance at relevant conferences and events  One-on-one meetings and relationships  Website  Social media  E-newsletter  Personal emails  Articles in local media. Partners and collaborators  Other neighbourhood houses  Local churches  Community agencies  Local councils  Local schools and libraries  Philanthropic foundations/trusts.  Attendance at relevant conferences and events  E-newsletter  Personal emails  Attendance at planning days and consultations.

11. Target market segments Target market segmentMarketing tactics and/or tool  Recent arrivals to Australia or those who were born or have lived in Australia for a while but never had the chance to learn English.  Recent arrivals to Australia who are looking to obtain employment, or Australian residents who are unemployed and looking for work.  Inform students of courses and programs they may be interested in prior to the completion of their current course.  Develop a system/process for providing advice and support on course pathways/the progression of further education at Carlton Neighbourhood Learning Centre to existing students.  Develop incentives to encourage students to promote Carlton Neighbourhood Learning Centre’s courses and programs to their friends and family.  Link students to agencies and organisations that may be able to provide services or information of benefit to their families and life in Australia (eg. Tutoring for the children, bringing up children in a new culture and country, etc and regularly communicate the availability of these services. Existing students and participants

12. Increasing the number of people your Neighbourhood House reaches and engages with…

13. Data Facebook ads Email marketing Use of logos LinkedIn Tools and Resources

14. Use data Data of interest to Job Services Agencies Number of people who have transitioned through to paid work through participation at CNLC Data of interest to local council, local community organisations, philanthropic bodies Number of different programs/activities run in 12 month period Number of people who use CNLC in an average week Number of people who participate in programmed activities at CNLC in an average week

15. Thumbs up if your Neighbourhood House has a Facebook page!

16. Facebook ads Facebook ad typePurpose of ad Facebook ads for Page LikesIncrease the number of Facebook fans on a page Facebook ads for Website ClicksIncrease the number of Facebook users who visit a specific website Facebook ads for Website ConversionsTrack the number of Facebook users who visit a specific website and sign up to a course/complete another action as a result of seeing the ad Facebook ads for Post PromotionIncrease the number of Facebook fans that see any given post on a page.

17. Facebook ads tutorial

18. Email marketing A well-executed email marketing campaign can assist to build relationships with current and prospective learners. Regular and relevant emails build loyalty and trust with email recipients, and increase awareness of a Neighbourhood House and the courses on offer. MailChimp is a great software for email marketing. Free to use provided no more than 12,000 emails are sent within the month to no more than 2,000 people.

19. Logos

20. Opportunity to develop and promote (a) your own personal ‘brand’ (b) your Neighbourhood House (c) Neighbourhood House sector ‘Connect’ with Neighbourhood House colleagues ‘Connect’ with peers working in the community sector ‘Connect’ with other relevant stakeholders 4 million members in Australia

21. Key stakeholders Funds are available from philanthropic trusts and foundations as well as corporates through the ANHCA Public Fund for DGR. In 2015, it is estimated that the 5,000 philanthropic foundations across Australia will give away around $1 billion to community projects. Other funding and engagement opportunities through corporations such as Bunnings and Bendigo Bank Connected Communities.

22. Bunnings O Your local Bunning store can: Visit your Neighbourhood House and do repair work, maintenance or gardening Donate products/goods to your Neighbourhood House Allow you to host an information stall in their foyer to promote activities of your Neighbourhood House. Bendigo Bank’s Connected Communities Your local Bendigo Bank branch may have a Connected Community branch. This is a an entity separate to the Bendigo Bank that grants money to community initiatives in the area the bank is located in.

23. Key stakeholders Local council Participate in local council planning State government Meet with local member semi-regularly (rather than just in the months before an election) Federal government Meet with local member semi-regularly (rather than just in the months before an election)

24. What marketing and promotional strategies have Neighbourhood Houses adopted ? Heather McTaggart, The Basin Community House Tracie Lund, Morwell Neighbourhood House Sally Dusting-Laird, Coonara House Jill Scanlon, Woodend Neighbourhood House Justine Sless, Thomastown Neighbourhood House