Wynnum Central State School

MOVE CONCERNS: Gabriel Ellis with her daughter Jaimie at Wynnum Central School (My sister and neice).  December 10, 2010.  Picture: Liam Kidston Source: http://www.news.com.au/national/asbestos-turmoil-at-brisbane-bayside-schools-throws-amalgamation-plans-into-chaos/story-e6frfkp9-1225968534149
MOVE CONCERNS: Gabriel Ellis with her daughter Jaimie at Wynnum Central School (My sister and neice). December 10, 2010. Picture: Liam Kidston Source: http://www.news.com.au/national/asbestos-turmoil-at-brisbane-bayside-schools-throws-amalgamation-plans-into-chaos/story-e6frfkp9-1225968534149
When Wynnum Central State School was operating. 2010.  Sourced from http://www.couriermail.com.au/questnews/east/development-application-for-wynnum-central-state-school-site-approved-for-subdivision/story-fni9r0lo-1226878926812
When Wynnum Central State School was operating. 2010. Sourced from http://www.couriermail.com.au/questnews/east/development-application-for-wynnum-central-state-school-site-approved-for-subdivision/story-fni9r0lo-1226878926812

Wynnum Central State School was opened in 1894 and unfortunately closed its doors in 2010.

The Wynnum Central State School badge, now located at Wynnum State School.  Photography by Julie-Ann Ellis
The Wynnum Central State School badge, now located at Wynnum State School. Photography by Julie-Ann Ellis

Many of the memorabilia has been moved to the newly formed school, Wynnum State School.

 

The old Wynnum Central Gates at the new Wynnum State School.  Photography by Julie-Ann Ellis
The old Wynnum Central Gates at the new Wynnum State School. Photography by Julie-Ann Ellis
Gates
The beauty of the old Wynnum Central State School gates. Photography by Julie-Ann Ellis
Old gates at the new school.  Photography by Julie-Ann Ellis.
Old gates at the new school.

Feb, 2013 Comm Report for Foodbank Queensland

Communication Monthly Report

(As at 29thFebuary, 2013)

During the previous month, Julie-Ann has carried out the following tasks:

  • Made amendments to Appendix B (timeline), C (Job description & specification) D (protocols plus the meaa code of ethics) of the original communication plan
  • Please find attached the Protocols and job description for further use by Foodbank, I will also send them in e-mail form so that you have an electronic copy
  • I have taken to daily social media updates as I believe that keeps the Foodbank Qld word out there (with particular attention to mornings)
  • The LinkedIn account is progressing but needs more work
    • I have added as many employees to the site as possible
    • Please find attached an evaluation of LinkedIn’s usage
  • The Pinterest site is progressing but I am open to suggestions of new boards (groups of locations??? etc)
  • The Facebook site has expanded with leaps and bounds, with more and more likes and views each day
    • Please find attached the “View Insights”
  • The Twitter account is progressing but needs a little more work
    • Please find attached
  • The google + account is under way, though I am having a few administration problems but am working on it

Discussion topics

  • I would like to start a competition on facebook within the next week so that we may have further social media interaction and a wider audience
  • I am working through the (other) communication plans, taking notes for our use and making recommendations for Gus.
  • Any ideas for stories for social media sites will be greatly appreciated.

Foodbank Communication Progress Report (31.01.2014)

Communication Progress Report

(As at 31st January, 2013)

Referring to the comprehensive Communication Plan (and specifically Appendix B – the timeline), Julie-Ann (the Communication Officer) has carried out the following tasks:

  • Made amendments to Appendix D and E of the plan (see attached)
    • Please make any additional comments to Appendix D – Protocols
  • Survey
    • Constructed a survey and e-mailed it to every business in the salesforce database
    • Correlated all responses, entered them into a database and came up with some figures (see attached survey responses)
    • Correlated all social media responses and promoted each organization accordingly (see attached survey responses)
  • LinkedIn account
    • Updated LinkedIn regularly with stories and links to welfare agencies and food sponsors
    • An evaluation of LinkedIn’s usage (see attached)
      • An “Impression” is the number of times the update has been viewed. “Engagement” measures how people react to the update.  The calculation is “Engagement”/ total “Impressions” = measurement (the analytical data appears about 24 hours after the update is posted and will be posted and will be updated daily)
    • Pinterest site
    • There are three boards; welfare recipients, food sponsors and 2013 floods.
  • Facebook site
    • “View Insights” (see attached)
  • Twitter account
    • All social media sites are linked with each other

Recommendations

  • Need employees to link their personal LinkedIn accounts with Foodbank Qlds’ account, so everyone can have access to it.
  • Is it possible to somehow link the social media sites to the website (pinterest, facebook, twitter and LinkedIn)?
  • Impact Church (Springwood) would like to receive the Foodbank Qld’s newsletters and so on.
  • Is it possible to do a competition on facebook, so that we may have further social media interaction and a wider audience?
    • A prize of a food hamper for a welfare agency?

 

Other topics of discussion

  • Gus, can I look at the other communication plans you have been given and maybe I can use some of the ideas for implementation.
  • Have had a problem with creating a Google + account as I believe it is related to Gus’ google account(?)
  • What do you think of the idea of a blog?
    • Do we need it?
  • Is it possible to plan an event that helps promote Foodbank Queensland?
    • A sausage sizzle for sponsors and welfare agencies?
    • That produces cross media coverage,
    • And networking amongst stakeholders.

 

Survey results of Foodbank Queensland

Results of Survey

(as at 17.01.2013)

 

Foodbank Queensland received ninety three (93) replies to the survey from food sponsors and welfare agencies throughout Queensland.

  1. The first question is as follows – How did you become aware of Foodbank Qld?
  • The answers were
    • Newspapers or magazines
    • Online
    • Welfare Agencies
    • Food Sponsors
    • Other
  • The responses were as follows;
    • 11 respondents said Newspapers and Magazines
    • 3 respondents said online
    • 32 respondents said welfare agencies
    • 6 respondents said Food Sponsors
    • 41 respondents said Other (please see database for detailed messages).
  1. The second question is as follows – Are you aware of Foodbank Qld’s current publications?
  • The responses were as follows;
    • 49 Yes’
    • 45 No
  1. The third question is as follows – Do you read Foodbank Qld’s current publications?
  • The responses were as follows;
    • 48 Yes’
    • 42 No
    • 4 Sometimes
  1. The fourth question is as follows – Do you peruse Foodbank Qld’s internet sites?
  • The responses were as follows;
    • 25 Yes
    • 63 No
    • 5 Sometimes
  1. The fifth question is as follows – Are you aware of Foodbank Qld’s social media sites?
  • The responses were as follows;
    • 29 Yes
    • 64 No
  1. The final question is – Would your organization like to affiliate with Foodbank Qld’s social media sites?
  • The responses were as follows;
    • 46 Yes (Julie-Ann has added them to Foodbank Qld’s social media sites, see table below)
    • 34 No
    • 13 Not sure (Julie-Ann has e-mailed these organisations explaining what it is and how they can help – waiting on responses)

Below is a comprehensive table of various organisations and how they are linked to Foodbank Qld’s social media sites (in relation to question 6 on the survey).

Name of Organisation Linked In facebook Piniterest Twitter
139 Club Yes Yes Yes
Abbotsleigh Citrus Yes Yes
Acacia Care and Omega International Church Yes Yes
Access Street Vans Yes Yes
Annerley Church of Christ Yes Yes
Aussie Helpers Yes Yes Yes
Australian Fresh Salads Yes Yes
Australian Tongan Association Inc
Brisbane Foster Care Support Group
Brisbane Markets Yes Yes
Burnie Brae Centre -Project Pantry Yes Yes
Caboolture Community Action Yes
Catspaw Farm
Chermside Anglican Welfare Ministries Yes
Community Action in Carole Park Inc Yes
Education Queensland Yes
Family Haven Yes
Global Care Yes Yes
HelpForce Yes
HOPE Community Care Yes
Hosanna Church Brisbane Yes
Ipswich Region Community Church Yes Yes
Impact Church, Springwood Yes
Inala Youth Service Yes Yes Yes
Just Squeezed Fruit Juices Yes Yes Yes
King International Operations Yes
Lighthouse Community Care Yes
Logan East Community Neighbourhood Centre Yes
Micah Projects Yes Yes Yes Yes
NerangNeighbourhood Centre Yes Yes
Perfection Fresh Yes Yes Yes
Reach Out Community and Family Care Inc Yes
River City Church Brisbane Yes
Ronald McDonald House – Mater Yes
Ronald McDonald House – SEQ Yes Yes Yes
Salvation Army – Street Level Mission Yes Yes
Salvation Army – Brisbane Yes Yes
Sandgate House Youth Emergency Services Yes Yes
Sandhurst Fine Foods Yes Yes Yes Yes
Scripture Union Yes Yes Yes
Set Free Care Yes Yes
Shine Community Care Yes Yes
Sisters Inside Yes Yes
St Bartholomew’s Youth Accommodation Yes
St Vincent de Paul Yes Yes Yes
Steric Trading Pty Ltd Yes Yes Yes
Suncoast Care Yes
Teen Mission International Australia
The Aboriginal and Torres Strait Islander Community Independent School Yes
The Exchange Church Yes Yes Yes
The Rock Family and Community Support Inc ( the welfare arm of the Rock Christian Church) Yes
Twin Rivers Food Co-op Yes
Uniting Care Community Refugee Claimant Support Service Yes
Vibe Care Ltd Yes
Vita Coco Blue Oxygen Yes Yes
We Care 2 Inc
Wickhams Farms Killarney Yes
Wodonga Park Fruit and Nuts Yes
Youth Housing Project Yes Yes

Additionally, while thanking the following sponsors on social media sites (23rd January, 2013), they have been added to the following sites:

Acacia Ridge Community Support Incpinterest –

Brisbane City Council Libraries          Linkedin-  facebook – pinterest – twitter

Goodman Fielder                                Linkedin – facebook – pinterest

Jupiters Casino                                    Linkedin – facebook – pinterest

Lord Mayor Graham Quirk                 facebook- piniterest

SA Contingent Scouts                          Linkedin – facebook– pinterest -twitter

Communication Officer Job Description and Job Specification @ Foodbank Queensland

Communications Officer 

The role involves a range of communications to promote a positive image of Foodbank Queensland  including organising advertising, online and digital work, plus various other tasks such as media releases and developing communications plan.  The Communications Officer must work alongside management and administration to aid in the media development of Foodbank Queensland.   Currently this position is voluntary. 

Some key responsibilities: 

  • CoordinateFoodbank’s internal and external communication channels 
  • Develop a communication plan
  • Carry out key actions within the communication plan, such as;
  • Assisting with online and social media
  • Writing media releases.

Essential Criteria: 

  • Relevant tertiary qualifications or equivalent previous experience in a communications role
  • Demonstrated experience in sourcing material and writing copy for publications,promotional material, sponsorship proposals and other strategic initiatives 
  • Demonstrated professional writing skills
  • Develop, implement and maintain strong and effective communications with key stakeholders
  • High-level written and verbal communication skills with the ability to translate complex issues into simple messages
  • Demonstrated organisational and time management skills, and the ability to manage multipleprojects with competing deadlines 
  • Commitment to the philosophy ofFoodbank Queensland and the ability and desire to uphold these values. 

Desirable: 

  • Demonstrated experience in event promotion
  • Demonstrated experience liaising with media.

Written applications which detail compliance with the essential and desirable requirements should be forwarded to gus@foodbankqld.org.au

Protocols for the Communication Officer @ Foodbank Queensland

Protocols for the Communication Officer 

  • Any form of publications (particularly online) must be approved by management of Foodbank  
  • The Communication Officer must deal with all stakeholders (stakeholders being; Foodbank Qld Staff, Foodbank Qld donors, welfare groups, volunteers and the general public) in a professional manner at all times. 
  • The communications officer needs to be aware of the sometimes sensitive nature of stakeholders and their needs.
  • The communications officer will act in appropriate and professional manner, particularly online (keeping in mind the MEAA code of ethics –http://www.alliance.org.au/code-of-ethics.html). 
  • The communications officer will not use offensive language and will not voice negative opinions (about any individual or organisation).

Initial proposal for Foodbank Queensland

Julie-Ann Ellis

42 Bellevue Parade

LOTA  4179

0423267380

jape74@live.com.au

Foodbank

179 Beverley St

MORNINGSIDE  4170

07 3395 8422

admin@foodbankqld.org.au

RE: Public Relations Communications Proposal

As of Tuesday twenty-seventh of November, 2012, I intend to carry out the following tasks for Foodbank Queensland.

  • Create an extensive communication plan (that is negotiable) for reference to my current role within Foodbank Queensland, and for the future use by Foodbank Queensland.
  • Meet and interview volunteers, food doners and recipients, with the intention of creating profiles for the use on social media sites and any other publicity needs.
  • Look into current Foodbank Queensland social networking sites and spruce them up before Christmas.
  • Research food doner organisations and look into their social media sites, with cross media promotions in mind.
  • Create a few more social media networking sites relevant to the needs of Foodbank Queensland.
  • Create a competition online to get more attention online.
  • Create an event (longterm) to enhance media coverage, community support and thanks to volunteers, sponsors and recipients.
  • Approach media outlets about Foodbank Queensland; before Christmas and for event
  • Carry out at least six hours work per week

It is noted that the fore mentioned points are not extensive and are negotiable depending on the needs of Foodbank Queensland.

Yours sincerely

Julie-Ann Ellis

Communication Plan for Foodbank Queensland

Foodbank Queensland
Foodbank Queensland

179 Beverley St
Morningside 4170
07 3395 8422

Compiled by Julie-Ann Ellis

As at, 17 December, 2012

Introductory Information

Executive Summary
A report produced by Foodbank (on analysis by Deloitte Access Economics) gives an overview of the Australian economy and looks at five main themes:
1. Demand for food relief is rising.
2. It’s not who you think.
3. Food relief agencies are not able to meet demand.
4. Food is often the key first step towards a longer term solution.
5. Foodbank is providing a valuable service to hunger relief agencies.

The Communication Process
This communication plan is intended to be used as a management tool for the use of all media (specialising in online) promotions (on behalf of Foodbank Queensland). It is the role of the Communications Officer to enhance and promote the vision of Foodbank Queensland while communicating effectively and progressively with administration and management staff. This communication plan aims to solve any promotional, strengths, weaknesses, opportunities and threats while successfully advancing the brand of Foodbank Queensland.

Research and Analysis

Background of the Issue
Foodbank Queensland would like to enhance and strengthen their online capabilities so that may receive a wider public awareness.

Food relief agencies are not able to meet demands and Foodbank Queensland are engineering a online communication plan to aid in the end result of relief.

Defining the Issue
The communication subject within Foobank Queensland is to successfully implement and maintain a current and ongoing online existence. This online presence is to highlight the importance of media relations with Foodbank Queensland and their stakeholders.

Situational Analysis
Strengths
• Foodbank Queensland internet site
• Foodbank Queensland facebook account
• Foodbank Queensland twitter account
• Foodbank Australia’s YouTube account
• Foodbank Australia’s media coverage

Weaknesses
• The Foodbank Queensland internet site could be updated (news, events and campaigns) more often
• The Foodbank Queensland facebook needs to updated at least bi-weekly
• The Foodbank Queensland twitter account needs a complete makeover
• There is room for more social networking sites within the realm of Foodbank Queensland

Opportunities
• It would be advantageous for the facebook account to have some kind of competition. For example, a certain number of likes means foodbank will give a hamper to an agency, or like number 567(?) recieves a hamper to give to a family in need that they know. The idea of a competition (without creating extra cost for Foodbank) is to create more online attention.
• The creation of an event (in the long term) that will enhance media coverage, community support and will provide a way of thanking volunteers, sponsors and recipients.
• To utilise the sponsors promotional campaigns with cross media promotions in mind.
• Create online accounts with Linked In (a professional network that allows you to be introduced to and collaborate with other professionals), Google+ (a multilingual social networking and identity service which consists of not just a single site, but rather various layers), and any other suggested sites.

Threats
• Threats are external factors which are not created by Foodbank Queensland itself, but emerge as a result of the competitive dynamics caused by future gaps in the market.
• As this plan is implemented the threats will become evident and will be dealt with and communicated effectively within this plan and the organisation.

Research
With reference to the five points in the executive summary, these five main points convey conclusive research and facts (by Deloitte Access Economics) that define the issue of hunger.
• An increase in the number of individuals seeking food assistance is being experienced in almost 70% of agencies and across welfare groups. More than one in four agencies reported an increase in excess of 15% over a twelve month period with one in 10 agencies experiencing an increase greater than 30%.
• More agencies are now providing food relief services to low income households than unemployed households, while the percentage providing assistance to single parent families is also high. Some households with an income are still seeking help with their basic food requirements.
• Nearly 90% of agencies reported not having enough food to meed total demand. Six in 10 agencies require at least 25% more food with almost three in10 agencies requiring double the food.
• Most agencies agree that food is a significant reason why people seek their services, and the provision of food builds trust, enabling the agency to offer other services such as housing or education.
• Some 95% of agencies were satisfied or neutral in their evaluation of Foodbank’s service provision.

Ethical Considerations
The Communication Officer must deal with all stakeholders in a professional manner at all times while conducting any communication duty. Any forms of publications (particularly online) must be approved by administration or management of Foodbank Queensland. Additionally, the communications officer needs to be aware of the sometimes sensitive nature of stakeholders and their needs.

Strategy Development

Organisational Objectives
• Foodbank Queensland rescues edible surplus food and groceries from farmers, manufacturers and retailers.
• Foodbank Queensland provides community welfare groups the opportunity to feed the needy by redistributing surplus food.
• Foodbank Queensland is in line with Work Place Health and Safety Guidelines.
• Foodbank Queensland relies heavily on volunteers.

Communication Objectives
• To maintain and highlight (through various mediums) ongoing relationships within Foodbank Queensland and with key stakeholders.
• To broaden public awareness via social media (and other sources).
• To incorporate new ideas while working with administration and management.

Stakeholders
• The key stakeholders are the media, the wider audience, welfare agencies, food sponsors and Foodbank Queensland.
• The primary stakeholders are Foodbank Queensland, volunteers, food sponsors and welfare agencies.
• The secondary stakeholders are the general population, the media, federal, state and local governments, major sponsors and Work Place Health and Safety Regulators.

Key Messages of Foodbank Queensland
• To supply fresh produce daily to welfare organisations within Queensland and Northern New South Wales.
• To provide a unified work environment while meeting the needs of sponsors and welfare agencies.

Implementation

Goals
The intended goals of this communication plan are:
• to enhance and strengthen online communications while highlighting the importance of Foodbank Queensland,
• With the intention of improving social media sites
• Creating LinkedIn and Google+ accounts
• Updating regularly current social media sites.
• to use current organisational forms of communication while interacting with stakeholders.
• to suggest a series of creative themes to help promote Foodbank Queensland generally.
• to be open to any changes by administration or management.
• to construct relevant,
• budgetary requirements (see appendix A)
• timeline of strategies, actions and measurements (see appendix B)
• job description of Communication Officer (appendix C)
• protocols for the Communication Officer (appendix D)
• a comprehensive list of online sites (appendix E)
• and, a current survey (17.12.2012).

Strategies
1. Implement and upgrade online promotions via social media (and any other suggested sights) by way of a current and frequent online presence (including uploading of photo’s, stories and miscellaneous information).
2. The creation of an active, ongoing blog that is linked to the Foodbank Queensland website for the use of current and relevant promotions and general news.
3. Create a competition for welfare agencies on facebook which will create a wider audience (***open to discussion with administration and management***).
4. Create an event (in the foreseeable future) that will enhance Foodbank Queensland’s media coverage (***open to discussion with administration and management***).
5. To maintain, implement and change this plan accordingly to current Foodbank Queensland issues.

Actions
1.The Communications Officer is to create a strong online presence via;
creating a Foodbank Queensland LinkedIn account
2. creating a Google+ account
3. creating a pininterest account that will link all (Foodbank Queensland, sponsors and welfare agencies) accounts together
4. updating on a regular basis the Foodbank Queensland facebook account by uploading latest news, pictures and general or pertinent information
5. updating on a regular basis the Foodbank Queensland twitter account by uploading latest news, pictures and general or pertinent information.
2.The Communications Officer is to create a blog;
1. which will be free on http://wordpress.com/
2. an Information Technology person is to create an open link from the Foodbank Queensland website to the http://wordpress.com/ blog account
3. the blog will be updated bi-weekly with a summary of Foodbank Queensland’s “Last two weeks” providing photos, news and links .
3. The competition will;
1. include a prize of a “food hamper” for welfare agency recipients on facebook
2. occur quarterly within the year
3. create greater curiosity within the realm of facebook.
4. In conjunction with Foodbank Queensland’s administration and management, the Communications Officer will create an event;
1. within the next year
2. that includes sponsors and welfare agencies
3. that produces cross media coverage
4. the planning process will be ongoing and adaptable within the year.
5. (***open to discussion with administration and management***).
5. The Communications Officer will;
1. be open to suggestions of change within this communication plan and alter the plan accordingly.

Measurements

Outputs
Outputs are the immediate results of the actions and are demonstrated through;
• the amount of exposure the online community receives
• this is tracked and measured by how many fans are actually consuming, engaging with and sharing your content (please note, as at, 17/12/2012, the following measurement calculations are sourced from the internet and have not been proven to work correctly by the Communications Officer, Julie-Ann Ellis)
• LinkedIn – an “Impression” is the number of times the update has been viewed. “Engagement” measures how people react to the update. The calculation is “Engagement” / total “Impressions” = measurement (the analytical data appears about 24 hours after the update is posted and will be updated daily)
• Google+ – the “Social Sources” report can be found in the “Standard Reporting” tab under “Traffic Sources” > “Social” > “Sources” (“Social Sources” allows you to receive an overview of key social networks for your brand, and it sees which networks are sending your traffic)
• Piniterest – pinreach.com is a free account that gives tables and data concerening your piniterest engagement and influence levels
• facebook – to access your metrics, go to facebook.com/insights or click “View Insights” in the administration panel at the top right of your fan page
• Twitter – Topsy’s Analytics gives you a graph about the past 30 days worth of activity
• WordPress – WordPress.com provide a tab “Stats”
• the amount of media exposure that Queenslanders have generally received.

Outtakes
Outtakes are what the target audience extract from the program via scientific communication channels (to be carried out in June, 2012, this is to justify the current communication plan is working correctly), such as;
• provide an online based survey e-mailed to sponsors (and general questions about Foodbank’s service)
• provide an online based survey e-mailed to welfare agencies (and general questions about Foodbank’s service)
• provide monthly and then bi-anually the measurements from the outputs
• provide media monitoring after the event
• event attendees.

Outcomes
Outcomes are the end results of this campaign and are evaluated by;
• pre and post surveys about general media involvement
• observation
• and includes outputs and outtakes.

Conclusion
The intended purpose of this communication plan is to create a backbone for the role of the Communication Officer within Foodbank Queensland. It includes strategies, actions and ongoing forms of measurement to be carried out within the next six months. This plan is not conclusive and open to ongoing alterations by the Communications Officer, alongside management and administration. The plan and role of the Communication Officer is to be reviewed in six months.

References
Castleberry, Kim. “Easily measure your Pinterest influence, reach & impact with PinReach!” Just Ask Kim, 2012. Web. 12 April. 2012.
Google Analytics. “Social Sources.” Google, 2012. Web. n.d.
Harrison, Kim. “Strategic Public Relations: A practical guide to success.” South Yarra, Australia: Palgrave Macmillan, 2011. Print.
KISSmetrics. “6 tools to learn more about your Twitter engagement.” Kissmetrics, 2012. Web. n.d.
Smith, Mari. “How to measure your facebook engagement.” Social Media Examiner, 2011. Web. 13 April. 2011.
TrakPointe. “How does LinkedIn measure “engagement” on LinkedIn company pages?” TrakPointe, 2011. Web. n.d.