The Campaign toolkit will provide information to help you plan, organise, and run your Liquor accord campaign.
Every Liquor Accord is unique. Therefore, it is important that each accord understands the key harms affecting their local community and works to create projects and campaigns to directly address these.
Start by engaging with local community members and local organisations to get an understanding of the various issues related to alcohol, anti-social behaviour and violence that occur within your local area.
NSW Police collect data on the relationship between alcohol consumption and criminal activity. This can be used to identify trends and emerging issues.
Your local Licensing Police will be able to provide data on the following:
Licensing Police are also able to deliver a local expectations presentation at your Liquor Accord meeting where they will inform licensees and owners of what the Police Area Commander’s intentions and expectations are. These types of presentation’s usually include, but are not limited to, responsible service of alcohol, intoxication, crime scene guidelines, minors, etc.
Local Council can provide the accord with information on upcoming events or projects that may help to guide your campaign. There may even be an opportunity to collaborate with Council to utilise existing resources or funding.
Consider approaching other agencies and organisations such as local hospitals, Community Drug Action Teams (CDATs), local schools, transport providers or Roads and Maritime Services. They may also have data that you can use to inform the campaign.
Additionally, valuable insights into trends and emerging issues can be provided by those working in the industry. Ensure to consult with front of house venue staff and security. Patrons can also be invited to provide feedback to the accord.
You may also wish to reach out to other Liquor Accords across NSW or explore the previous examples of campaigns and case studies that are listed on our website.
We have created a campaign project plan which you can customise and use to assist with your project.
This document can assist in planning and tracking the different elements of the campaign. It guides you to record the objectives, outcomes, roles and responsibilities, deliverables, budget and timeline.
You can customise the project plan by adding or removing components that are relevant to your campaign.
Creative agencies have the skills to design and deliver your campaign. External vendors such as marketing or design agencies can be hired to assist with campaign creation, visual branding, and promotion. They can also develop content (such as web pages, social media coverage, logos, videos, posters, and coasters), campaign rollout/promotion and evaluation.
Engaging these specialist services can enhance the professionalism of the campaign and ensure your message is targeted and delivered to the right audience.
Once you have got your concept/project underway, consider how you will communicate the campaign with the target audience and the broader community. If you have engaged a marketing/design specialist, they may take on this role. Alternatively, you may ask them to create the campaign assets then the Accord will roll them out. The communications plan is a tactical plan.
To support you in the process, we have created a communications plan on a page which you can customise and use to assist with your project.
A local launch may be suitable to help promote the new campaign to the community and to industry stakeholders. It can be held online or in person and may feature guest speakers, on-site photo opportunities and a media release. Local Members of Parliament can be invited to attend to help raise the profile of the campaign.
Reach out to your local newspaper, radio, and television stations. Encourage your Accord members to share the campaign via their social media network platforms such as Twitter, Facebook and Instagram as these channels can help expand the reach of the campaign.
Measuring the effectiveness of the campaign is an important part of any project. Collecting feedback from stakeholders through surveys, focus groups or interviews will result in qualitative data. Quantitative data can be accessed via click rates, likes or the number of views. Make sure you map your evaluation statistics to your campaign goals/KPI’s so that you can report on the effectiveness of the campaign to your accord members and show value for money.
Consider sharing the campaign, its successes, and your learnings with the wider accord network. Send the Liquor Accords team an email for inclusion in our newsletter or consider speaking at the next liquor accord forum and present your campaign.
If you need advice or assistance with the planning or implementation of your campaign you can contact the Liquor Accords Team at liquor.accords@liquorandgaming.nsw.gov.au
Campaign toolkit resources available:
