The challenge
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.
The strategy
MediaCast developed a campaign approach aligned to key
announcements and events from The Centre for Volunteering, positioning the
organisation as an authority while driving awareness and volunteer
participation across New South Wales.
The strategy combined data-led storytelling with
human-interest narratives, leveraging organisational experts and local
volunteer case studies to create relevant, engaging stories tailored to both
metro and regional audiences.
The execution
MediaCast developed and pitched campaign materials including
media releases, tailored pitches and interview opportunities, targeting Sydney
metro and regional NSW media across radio, television, print and digital.
For the State of Volunteering Report, we leveraged new data
and CEO Gemma Rygate as spokesperson, coordinating a Sydney-based media event
and pitching television attendance, alongside targeted outreach to specialty
and news outlets.
For the Volunteer of the Year Awards, we executed a
regionalised media approach using local data and talent, later adapting tactics
by distributing pre-developed bulletins to newsdesks to maintain momentum and
drive coverage as nominations closed.
The outcome
Both campaigns delivered strong statewide visibility across
broadcast, print and digital media, reaching a mix of metro and regional
audiences.
The State of Volunteering Report generated widespread
awareness of key trends and insights, while the Volunteer of the Year Awards
campaign successfully drove increased nominations and engagement in the lead-up
to the deadline.
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.