AT A GLANCE
Scope // New South Wales All Four Campaigns
Targets // Metro and regional print, digital, television and radio
Media Items // 1,005
Total Impressions // 36.9 million
Highlights // Channel 9 Sydney, NBN Tamworth, The Daily Telegraph, 9Honey, 2GB, WSFM
PROJECT AIMS
MediaCast has partnered with The Centre for Volunteering to deliver five campaigns across the past year.
Through our campaigns, we aim to achieve widespread coverage across New South Wales by targeting Sydney audiences, as well as key regional audiences across the Central West, Northern Rivers, New England and Mid North Coast regions. Coverage was secured by targeting print and digital publications, television outlets and radio stations state-wide.
Our campaigns for The Centre for Volunteering aim to increase awareness surrounding the importance and value of volunteering for the wider community, and drive engagement with volunteering across the state.
STRATEGY
Aiming to develop campaigns which drive awareness for The Centre and drive volunteerism, we align our campaigns with key announcements and events from The Centre which position the organisation as an authority in the sector, as well as highlight to everyday Australians who volunteer or benefit from volunteerism.
Drawing on a wide pool of available talent, including organisational experts and local volunteer case studies, we develop well-rounded and diverse stories, which we strategically pitch to targeted locations. We pitch live interview availability to secure coverage across radio, television, print and digital outlets. Leveraging our volunteer case studies, we target regional media local to them to secure wide reaching coverage.,
CAMPAIGNS
State of Volunteering Report
In December of 2023, The Centre released their annual State of Volunteering Report in line with International Volunteer Day (December 5). The report delved into the financial impacts and benefits of volunteers in NSW, as well as the key changing volunteer landscape and demographic breakdowns of volunteers.
Leveraging this new research alongside the expert voice of Gemma Rygate, CEO for The Centre for Volunteering, we targeted primarily Sydney based media to secure wide reaching, top-tier coverage.
Aligning the launch of the report with a media event, we pitched in Sydney television media to attend to secure exclusive vision and a first look at the data at a central location.
Leveraging age and economic insights, we targeted specialty outlets and programs across print, digital and radio outlets to target their specific interests and create meaningful stories for audiences. We also pitched the most valuable and unique insights form the report more widely to newsdesks to achieve wide and varied coverage for the campaign.
Combining these targeted approaches, the State of Volunteering Report was a success, with coverage secured one newspaper article, nine television segments, 19 online articles and 387 radio broadcasts.
2024 Volunteer of the Year Awards
In line with nominations opening for the annual Volunteer of the Year Awards, we developed a campaign to drive nominations for the awards.
With individual regions across the state each having their own awards nominations, broken down further into eight categories, we combined regional data and local and relevant talent interview availability to target key publications across regional New South Wales.
With our initial interview availability with an expert, organisational spokesperson, we targeted key major newsdesks across the state to secure wide, impactful coverage. Due to unforeseen circumstances, our expert talent was no longer available for further interviews, and we undertook a shift in strategy to secure further coverage.
With limited live interview availability, we pitched in newsdesks across the state with pre-developed bulletins to encourage mentions in local newspapers and newsletters, and on-air across television and radio outlets. This strategy aimed to encourage additional, wider pickup by making the story easy to access and use for journalists as the deadline for nominations drew closer.
These combined strategies saw the campaign achieve coverage through one magazine article, one television broadcast, two newspaper articles, four online articles and 82 radio broadcasts, driving further nominations in the days before the nominations closed.