Raising the profile of a not for profit organisation -

CASE HISTORY - LIFE EDUCATION TRUST


The situation

The consultancy was requested to assist in re-launching the South-East Auckland branch of the Life Education Trust.. The Trust's mission is to help give the children of New Zealand the knowledge and skills that will keep them free from harmful substances through positive health-based education.

The programme

Five goals set for the public relations programme developed by CALp.r were:

  1. Re-establish awareness of Trust's raison d'etre and activity
  2. Assist in obtaining sponsorship funds from the community
  3. Create awareness of the Trust with schools and parents
  4. Create awareness of the value of the work of the Trust in the community
  5. Promote the Trust's programme

Research showed that the Life Education Trust nationally has a good reputation; that schools are accepting of the programme - the need for which is great; local Rotary clubs would spearhead support and; the Trust's mascot "Harold" is well-known among school children.

A simple strategy was adopted - to create a launch event targeting opinion formers - mayor and councillors, school principals and other community leaders, build excitement and expectation about the impending re-launch, target the local news media for support and assist in obtaining sponsorship for mobile classroom, operating costs & all publicity material.

The consultancy proposed that the new classroom should have a modern 'space-age' design painted on it and be dubbed the 'Life Capsule". A colouring competition for kids was held with the support of a local newspaper. An informative brochure and flyers for parents were written and printed, as were bag stickers for children featuring the mascot with the words 'Harold is back'. The new classroom was displayed at shopping malls during the school holidays and a supporter's club was established.

The results

The launch function attended by the Mayor was held at a local school hall where the new classroom was displayed and was blessed by a local minister. All five Local Rotary Clubs gave financial support to the project, as did community and philanthropic trusts. Another function featuring a high profile television sports commentator and former All Black, raised funds and awareness in the local community.

Funds were secured for the new classroom and operations for two years, local schools enthusiasm for the 'Life Capsule's' return meant it was fully booked for the first year, parents are supportive, awareness was maintained and local Rotary Clubs continued their commitment to support the Trust.