Plan your campaign
Every liquor accord is unique. It is important that each accord understands the key harms affecting their local community. The accord can then work to create projects and campaigns to address these.
Do your research
Start by engaging with local community members and local organisations. They can help you to get an understanding of the various issues in your local area related to:
- alcohol
- anti-social behaviour
- violence.
NSW Police collect data on the relationship between alcohol consumption and criminal activity. Use this to help identify trends and emerging issues.
Your local Licensing Police will be able to provide data on the following:
- an overview of alcohol related crime in the local area
- level of intoxication report
- the location of incidents that occurred. For example, within a licensed premises, public space or private residence
- last place of consumption
- any actions taken by Police
- incidents relating to minors.
Licensing Police are also able to deliver a local expectations presentation at your liquor accord meeting. 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.
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 Transport for NSW.
They may also have data that you can use to inform the campaign.
Consult front of house venue staff and security. As workers in the industry, they have valuable insights into trends and emerging issues. You can also invite patrons 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.
Create a project plan
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.
Download the campaign project template (DOCX 235.67KB).
Consider engaging a marketing and design specialist
Creative agencies have the skills to design and deliver your campaign. You can hire external vendors such as marketing or design agencies. They can help 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. It can also ensure that your message reaches the right audience.
Implementing the campaign
Consider a communications plan
Once you have got your concept or 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 template which you can customise and use to assist with your project.
Get the communications plan template. (DOCX 89.44KB)
Launch
A local launch may be suitable to help promote the new campaign to the community and to industry stakeholders. You can hold it online or in person and may feature guest speakers, on-site photo opportunities and a media release. Invite local members of parliament to attend to help raise the profile of the campaign.
Media and marketing
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 X, Facebook and Instagram as these channels can help expand the reach of the campaign.
Evaluation
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. You can measure quantitative results by tracking click rates, likes, and view counts. 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.
Contact the liquor accords team
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