Advertising requirements

Getting started

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This graphic outlines nine stages for planning a campaign. Each stage is important and best practice towards delivering an effective advertising campaign.

NSW Government agencies can book recruitment campaigns and public notices by following the instructions in booking an ad. Some campaigns, however, require a more strategic and detailed approach. The following pages cover the key elements involved in planning a larger media campaign.

This information on planning a campaign is designed to prompt you to think about and gather information and identify decision points.

Preparing an advertising submission for Peer Review:

When considering preparation of your submission, it's important to first identify the nature of the issue or opportunity you are looking to address. Is it the announcement of new legislation or a new service? An emerging public health issue? A widespread or socially entrenched safety issue? Or are you promoting public involvement in an event or service?

The need being addressed by the proposed campaign will form the basis of your advertising/media brief. The need must be documented thoroughly for the review and approval documents, so take time to gather all relevant information that explains the issue and provides the compelling case for why an advertising campaign is needed. The supporting information in this section may be a ‘work in progress’ during the planning as you gather extra information about your audience and from your research.

Clearly identifying the need for the campaign clarifies the advertising objectives and helps to inform choices on the audience that need to be reached and approached for evaluation of effectiveness during and after the campaign.

Not all of the considerations below may be relevant but here are some ‘thought starters’ for gathering information:

  • What research findings or data have informed the decision to advertise?
  • What will success look like if the required outcomes are achieved?
  • How prevalent and widespread is the issue within NSW?
  • Who will the advertising primarily target and what secondary target groups exist?
  • What has been done in the past to try and address this? What has been learnt from previous tactics?
  • What are the relevant Government commitments/decisions and how will advertising contribute to these commitments e.g. State Plan, Cabinet decisions.
  • How does this advertising activity align to your agency’s goals?
  • What will happen if the proposed advertising campaign advertising isn’t implemented? 
  • What could impact success of the advertising?

Stakeholders & resources:

It’s important to consider the role of stakeholders including members of the public, government agencies, non-government or community organisations? Will these groups help or potentially impact campaign success? Consider your opportunities to work with stakeholders to improve your likelihood of success – this is especially critical for issues with long-term goals. Effective stakeholder relationships will extend well past the campaign period and allow ongoing message delivery.

  • Establish the required resources:
  • Who are the key resources working on the campaign?
  • What are their roles and responsibilities?
  • What is the budget available for the campaign?
  • What types of service providers will you need to engage?

What is your plan for engaging stakeholders? Does the advertising link to their existing activities? How will they be involved in this campaign?