Background

Permaculture Melbourne hosted the 8th Australian Permaculture Convergence in April 2005.  A key component of the convergence was the symposium: ‘Permaculture: Creating Pathways to Sustainability’.  The symposium was targeted at a professional audience not familiar with permaculture practices.  The task force had not previously held an event of this magnitude.

ZOOiD Role:

1. Created a marketing and communications strategy, including public relations and media strategy to attract 200 attendees unfamiliar with permaculture principles
2. Created and produced symposium communications materials targeted at mid to senior level decision-makers within the corporate sector, government sector (land-use planners; waste management planners; community health planners), aid agencies and NGO’s
3. Created a telemarketing strategy
4. Created a targeted Australia-wide industry-specific database for telemarketing purposes
5. Authored telemarketing scripts for the various target audiences
6. Coordinated creative design of corporate communications materials with external design agency
7. Prepared project design briefs for creative design and printing tenders
8. Selected external providers of creative design and printing services
9. Created a marketing and communications toolkit for Permaculture Melbourne to successfully implement and manage similar processes for future events

Results:

1. Attendee numbers exceeded organisers expectations
2. The symposium attracted attendees who were specifically targeted, but would not traditionally attend an event covering this subject matter