2016/2017

QFF Partnership 

      

CobramandDistrictFruitGrowerAssociationandBerrigan&MoiraShireCouncils

QueenslandFruitFlyLocalActionPlan

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Media and Communications planning brief Working title 2016 Local Fruit Fly Action Campaign Date

prepared 22 September

Contact Merran Socha and Alex Tait Phone & mobile 0409 974 493

Purpose of program Berrigan Shire and Moira Shires and the Cobram and District Fruit Growers Association raise community awareness of the QFF threat and management options for backyard gardeners.

Background

State Govt support for QFF eradication programs have ceased. The risk now sits with the community and community may not be aware of their responsibility, the breadth of fruits and vegetables that are vulnerable and how to manage the risk.

Other levels of Government are working on a broader response but it won’t be ready in time so the Berrigan and Moira Shires has developed a comprehensive local response plan to tackle the QFF threat within the Berrigan and Moira Shires

Berrigan Shire Council is working in partnership with Moira Shire Council and local industry and program will focus on the ground support in the towns

Ensuring household fruit trees and vegetables are effectively managed is a priority within the plan The QFF threat is greatest from approximately November to February as the plants skins begin to ripen and soften. This communication plan outlines the actions Berrigan Shire and Moira Shire Council will take in partnership with industry,

community groups and community to build community awareness in from September to November and to sustain vigilance during the risk period.

Spokesperson

To reinforce the links to our local economy and industry, industry representatives are the primary spokespeople and face of the campaign

Council spokespersons will be Berrigan Shire Councillor, Cr John Bruce and Moira Shire Mayor Gary Cleveland where required with support from Merran Socha Economic Development Officer at Berrigan Shire Council and Alex Tait Industry Development Officer at Moira Shire Council.

Controlled allocation and use of spokespersons is vital to ensure consistent and accurate information is provided to all audiences.

When September to November - Awareness raising November to February - Vigilance during risk period February – March - Post peak review and improvement - what can you do now to prevent an outbreak next year

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Why

By November, the Berrigan and Moira community have plans in place to manage QFF risk in their backyard Can access consistent, accurate advice Know where to get a helping hand eg to remove a tree etc

From November, the Berrigan and Moira community know what to look for, who to call and how to respond to a QFF outbreak in their backyard

What Fruit fly risk period begins around November – we want everyone to be aware of their responsibilities and have the opportunity to take action before November.

Where On the ground action will be in Berrigan, Finley, Tocumwal, Cobram-Barooga, Yarrawonga and Nathalia and surrounds however broadcast & print media will reach a much bigger footprint.

Financials – $10,000 Berrigan Shire Council $15,000 Moira Shire Council $5000 Cobram and District Fruit Growers Association

Other Funding Other partnerships will be pursued, especially with the City of Greater Shepparton Key risks to delivery Inconsistent advice to home gardeners from Council and third parties

Inability for sections of the community to act on the advice eg physically undertake the recommended management techniques Perceptions of product promotion and endorsement Perceptions of selective partnerships Apathy – not my problem Current emphasis on word based communication

Summary of primary tools to be used

Media opportunities (media releases/site ops) – Moira Shire Council Fruit fly action – Facebook page authored by Berrigan Shire Council on behalf of the program YouTube clips – To be managed by Berrigan Shire Council TV advertising – awareness of why Print advertising – information on how to control QFF in rate notices Signage Community forums – to be organised by Moira Shire Council Industry and retail Forum – to be organised by Berrigan Shire Council

Key resources/collateral to be prepared

Fact sheet / (why) handout Letter box sticker similar to rainwater in use here during the drought Road signage YouTube resources Website/online resources

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Stakeholders

Possible stakeholders…

How are they affected? What do they know at this stage?

What do they want to know? What do we want them to do?

Council

All

Residents May be called on for advice Varied understanding of the risk Day job may involve components of the program eg street trees

What should I do Where do I redirect inquiries What am I expected to do in my day job

Promote understanding of the risk Direct inquiries to designated sources Do not provide individual advice

Frontline staff eg. customer service

Residents Will need to direct inquiries Need to advise customers what support is available and to whom

Q&A – Maybe they could come to the Industry/Retail briefing too Clear guidance on what matters should be referred and to whom

To maximise resolution at first point of contact Timely referral

Specific jobs Street trees

Councillors

Residents Will need to direct inquiries Need to advise customers what support is available and to whom

Clear guidance on what matters should be referred and to whom

Promote understanding of the risk Direct inquiries to designated sources Do not provide individual advice

Disability advisory group

Residents Varied understanding of the risk

Who can help Assist targeting and delivery of information and support within the community

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Multicultural advisory group

Residents Varied understanding of the risk

Who can help Assist targeting and delivery of information and support within the community

Section 86 committees

Residents Varied understanding of the risk

What do we need to do at our Rec Reserve etc Will council provide funding/support to help

Demonstrate management plan is in place

Community

Residents

Varied understanding of the risk Don’t have to look far to see an orchard and hence connect with the problem

What can I do Is it a lot of work

Identify risks in the garden and either eliminate the risk (remove the plant) or put a management plan in place Be recognised for your efforts – sticker on garbage bin

Active gardeners & gardening clubs

Possibly aware of the problem and keen to share their knowledge/have knowledge recognised

How will you help me put my knowledge into action

Early adopters who can provide case studies for local media etc Be recognised for your efforts – sticker on garbage bin

Landlords May not be local and hence aware of the scale of the risk

What can I do that doesn’t cost too much/anything

Identify risks in the garden and either eliminate the risk (remove the plant) or put a management plan in place Be recognised for your efforts – sticker on garbage bin

Tenants May be unable to remove plants Not my property – not my problem

What should the landlord do – what do I do? Identify risks talk with landlord/agent to address risk

Primary schools

Visual materials lend to primary communication What to tell their parents ‘nag factor’

Community groups

Varied understanding of the risk Don’t have to look far to see an orchard and hence connect with the problem Civic minded – history of lending a hand

Is there a way for us to help – what are the risks etc Enlist in providing assistance to local residents

Business community

Retailers of plants, product and advice to public

What’s the easy way to assist my customers and not cut my business

Provide forum and endorsed resources to customers

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Real estate Assistance to landlords and tenants

What do I need to tell landlords Provide good information

Influencers and decision makers

Media

Varied understanding of the risk Don’t have to look far to see an orchard and hence connect with the problem

Why only Berrigan and Moira Shires Where can I access case studies, information etc to support

Enlist their support to encourage awareness and involvement by local community

Politicians Varied understanding of the risk

WIIFM Clear guidance on what matters should be referred and to whom

This is a local program pending proper response from Gov & agencies

Department(s) Technical experts Provision of technical, independent advice and resources Economic interests Industry Very aware of the problem

BSC and MSC Suppliers & contractors

Varied understanding of the risk Don’t have to look far to see an orchard and hence connect with the problem

Surrounding Councils Very aware of the problem

WIIFM Clear guidance on what matters should be referred and to whom

Enlist their financial support

Key messaging

If you have fruit trees or vegetables in your garden you need a Fruit Fly management plan.

The whole community needs to make and effort – your inaction will affect others.

Pick up fallen fruit

Pick and protect

Local industry and Councils and working together to help you, so call us today to find out more and do your bit to protect your backyard.

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Activity Deadline Budget Lead Awareness phase Media Media release – topic - Fruit Fly reminder  23 Sept MSC Media release – topic - Street trees being monitored 30 Sept Media release – topic - Industry Export story – Sam’s China contract 7 Oct Media release – topic - Tree removal register  14 Oct Media release – topic - TV ads running  21 Oct Media release – topic? 7 Oct Media release – topic? 28 Oct Media release – topic? 4 Nov Media release – topic? 11Nov Media release – topic? 18 Nov Advertising Full page ad in Local papers or Country News – Why (and how) to develop a QFF management plan for your garden 19 October

$2500

TV ads 21 Oct and ongoing $17,000 including production BSC Collateral Print & Garbage Bin stickers & electronic Info resources October $5000 Community groups & events Community Forums – Yarrawonga and Nathalia $1200 MSC Schools presentation and kids colouring competition $3000 MSC Industry (retailers, real estate etc) Invitations mailed / emailed to local business re Industry Forum 26 September BSC Industry briefing Forum 13 October $700 Deliver resources - factsheets and banners for in store 20 October $500 Hard to reach audiences Non-resident landlords - letter TBA High risk phase Council newspaper columns Nov - Feb TV ads Ongoing Media Releases and Opps CDFGA Website to register unwanted trees for removal Ongoing

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Appendix "E"