TERRiA
Stakeholder Communications
Challenge
A consortium of eight major infrastructure based telecommunications companies was formed to bid to provide Australias new National Broadband Network (NBN). It included AAPT, iinet, Internode, Optus, Macquarie Telecom, Primus Telecom, SOUL/TPG and TransACT.
n2n was engaged by the consortium to develop and implement a stakeholder engagement program to raise awareness about the need for fast and affordable broadband services for all Australians during the National Broadband Network (NBN) RFP process.
The goals were to:
influence key decision makers through a direct advocacy program
raise awareness with influencers through a communications campaign
Gain positive media coverage about the need for change.
Solution
To meet the goals of the campaign n2n:
Managed the consortiums re-brand (from G9 to TERRiA) and launch in Australia. This involved developing all media materials and Q&As and facilitating a press conference to launch to media
Established a PR council of key decision makers within the consortium
Provided an ongoing media relations program including regular 1:1 briefings with target media and influencers
Established a key-stakeholder relations program and coordinating regular meets with individuals and groups in all States and Territories stakeholders include Government, Private Sector and Industry Groups
Developed and managed Speaking Engagement Calendar identification of relevant opportunities, pitching and securing slots, managing all logistics, preparing spokespeople (presentations, key messages, Q&A), identifying associated news opportunities and coordinating media as appropriate
Developed website email newsletters, and management designed web architecture, drafted copy and managed approvals
Developed and managed an ongoing community relations campaign which addressed issues of telecommunications and IT services in regional and remote Australia
Results
Over the course of the six month campaign n2n secured more than:
500 pieces of print coverage
300 pieces of coverage online
20 pieces of broadcast coverage
15 pieces of regional coverage
The campaign has also achieved a perception shift among majority of key stakeholders as measured through press and industry comments and regulatory reform has resulted in the Government announcing the structural separation of Telstra.
Tony Windsor, MP, Independent Federal Minister for New England 20 Oct 08:
“.despite Telstra’s and previous Government guarantees of equity of access for country people to telecommunication services supposedly ‘enshrined’ in legislation, country people have had to accept second best.
“Bring on the competition to Telstra – bring on TERRiA – they’ll nip at Telstra’s heels.
This campaign was awarded Highly Commended in the 2009 PRIA State Awards for Excellence Public Affairs.
Challenge
A consortium of eight major infrastructure based telecommunications companies was formed to bid to provide Australias new National Broadband Network (NBN). It included AAPT, iinet, Internode, Optus, Macquarie Telecom, Primus Telecom, SOUL/TPG and TransACT.
n2n was engaged by the consortium to develop and implement a stakeholder engagement program to raise awareness about the need for fast and affordable broadband services for all Australians during the National Broadband Network (NBN) RFP process.
The goals were to:
- influence key decision makers through a direct advocacy program
- raise awareness with influencers through a communications campaign
- gain positive media coverage about the need for change.
Solution
To meet the goals of the campaign n2n:
- Managed the consortiums re-brand (from G9 to TERRiA) and launch in Australia. This involved developing all media materials and Q&As and facilitating a press conference to launch to media
- Established a PR council of key decision makers within the consortium
- Provided an ongoing media relations program including regular 1:1 briefings with target media and influencers
- Established a key-stakeholder relations program and coordinating regular meets with individuals and groups in all States and Territories stakeholders include Government, Private Sector and Industry Groups
- Developed and managed Speaking Engagement Calendar identification of relevant opportunities, pitching and securing slots, managing all logistics, preparing spokespeople (presentations, key messages, Q&A), identifying associated news opportunities and coordinating media as appropriate
- Developed website email newsletters, and management designed web architecture, drafted copy and managed approvals
- Developed and managed an ongoing community relations campaign which addressed issues of telecommunications and IT services in regional and remote Australia
Results
Over the course of the six month campaign n2n secured more than:
- 500 pieces of print coverage
- 300 pieces of coverage online
- 20 pieces of broadcast coverage
- 15 pieces of regional coverage
The campaign has also achieved a perception shift among majority of key stakeholders as measured through press and industry comments and regulatory reform has resulted in the Government announcing the structural separation of Telstra.
Tony Windsor, MP, Independent Federal Minister for New England 20 Oct 08:
“.despite Telstra’s and previous Government guarantees of equity of access for country people to telecommunication services supposedly ‘enshrined’ in legislation, country people have had to accept second best.
“Bring on the competition to Telstra – bring on TERRiA – they’ll nip at Telstra’s heels.
This campaign was awarded Highly Commended in the 2009 PRIA State Awards for Excellence Public Affairs.
