INSTRUCTIONS for use of template
; Notes are provided in grey and blue to provide guidance about the content for each section ; Do not change headings or order of document from template format
; Delete instructions and Guidenotes prior to completing submission
CABINET STANDING COMMITTEE ON COMMUNICATIONS AND GOVERNMENT
CERTIFICATION [to be completed by Department Director General or Agency Chief Executive]
In accordance with the NSW Government Advertising Guidelines, I, [Name], [Insert title] of [Insert
Agency name], certify that:
; the proposed advertising complies with the NSW Government Advertising Guidelines and
related financial management and procurement policies;
; the advertising contains accurate information that can be substantiated; ; the proposed advertising achieves value for money in production and placement; ; the purpose of and need for the campaign has been informed by appropriate analysis and
The certification reflects my own views, independent of any Ministerial direction on campaign design or implementation as it relates to method, medium and volume of advertising.
[Name, Position, Agency]
The aim of this section is to provide a simple, clear and persuasive reason for the proposed campaign. Why does the campaign need to take place? What will be the likely outcome if it doesn’t? Data and research that has informed and supports the need for intervention should be outlined – eg declining water levels, consistent crime rates etc.. This section should also demonstrate how the proposed campaign links to Government policies and priorities (refer to State Plan or other published Government commitments where appropriate) and agency-level results and services targets.
This section should flow on from the ‘campaign need’ and describe the specific issue to be
addressed through the advertising campaign. The size and scope of the issue that is the focus of the advertising should be outlined and an explanation of why it exists provided. You should also cover any major barriers to addressing the issue and / or opportunities for improving the current situation. Again, data or research findings that help to define the issue need to be incorporated.
(NB – the ‘campaign need’ and ‘issue’ sections may be combined for less complex campaigns)
This section should be short and concise. Each objective needs to be single minded, specific and unambiguous. Each objective should be achievable and measurable.
Along with proposed campaign dates, a rationale explanation of why the particular dates have been chosen should be included. Are the proposed dates critical, preferable or flexible? If the proposed timing impact on cost effectiveness or likely availability of media, the rationale must address this.
This section should be concise and clear and be consistent with the media strategy and creative approaches proposed. Include appropriate demographic, geographic and qualitative information. For example consider incorporating information on target audience attitudes, awareness, behaviours, compliance levels etc. How are CALD and indigenous communities part of your target audience –give information to support targeting particular communities.
The purpose of this section is to describe how the proposed creative idea aligns and will allow the campaign objectives to be achieved. The focus should be on the creative strategy rather than the describing of the proposed concepts. It is important to outline the relevance of the creative idea to [Agency Name] – [Campaign Name] advertising submission Page 2 / 4
the target audience. Results of concept testing undertaken to be outlined here. Outline the ways in which past experience on this or similar campaigns has informed the proposed concepts. If the same (or similar) creative has been used before – include information as to the continuing
effectiveness of the materials.
NOTES: Concepts for all creative materials to be provided as supporting information. Note: Evidence must be available to substantiate all claims made in the advertisements.
The proposed media activity needs to be described in some detail. Focus on the strategic reasons behind the media selection in addition to the reach and frequency statistics. Outline how each medium supports the campaign objectives and the creative approach, as well as the relevance of the media selection to the target audience. The important thing is to provide a clear justification for the media choices made. It may also be useful to provide details of what other options were considered. Lessons learned from past activities and how these have informed your media selection is important information here too.
This section relates to non-advertising communications activity planned to support and extend the campaign and provides context to the wider communications / marketing strategies. Include brief details only.
This section is about describing how you plan to measure your stated objectives and determine whether the campaign is successful i.e the planned approach to campaign evaluation. Measuring campaign effectiveness does not always require formal research. The important thing is that it would be clear how and when you will meaningfully
The campaign budget and associated research costs need to be provided in the template format. Committed funds are those that would be lost should the campaign not proceed. Non-committed funds are budgeted for but unallocated. Add/Delete from Table any that don’t apply
Campaign element Committed Not committed
Pre campaign research
Ethnic media production
[Agency Name] – [Campaign Name] advertising submission Page 3 / 4
Outline the potential advertising risks and provide brief reference to planned strategies on how to
Overview of relevant stakeholders and how they have been consulted, and their involvement in
To be attached to this submission: Media plan and creative concepts.
[Agency Name] – [Campaign Name] advertising submission Page 4 / 4