MPK732 – Kyle Mortimer – Student Number 214483706
Schmitz, A (2012) highlights, once companies have developed products and services, they must communicate the value and benefits of the offerings to current and potential customers. Integrated marketing communications (IMC) provides an approach designed to deliver one consistent message to customers through an organization’s promotions that may span all different types of media such as TV, radio, magazines, the Internet, mobile phones, professional selling, and social media.
Now replace companies with “political party”, products or services with “polices or funding initiatives” and customers with “voters” and the above concept could equally apply to any Government.
The Victorian Government under Daniel Andrews had had one clear message for the last 18 months…
Getting on with it.
Getting On With It: Chandler Highway Bottleneck To Go
Quotes Attributable to Minister for Roads and Road Safety Luke Donnellan
“Motorists will be able to spend more time at home with their families with travel time saving of 8 minutes during the AM peak and 13 minutes during the PM peak”
A Year Of Getting On With It: Four More Level Crossings To Go
Quotes attributable to Premier Daniel Andrews
“We’ve already awarded more than a billion dollars in contracts for level crossing removals. After years of inaction, we’re getting on with it.”
…. and a slight change in the wording, however the same underlying message.
Labor Government is Getting Victoria Back to Work
Quotes Attributable to Daniel Andrews, Premier of Victoria
“The Labor Government will get our state back to work, because every job is worth fighting for.’
The message is slightly adjusted again, subject to the phase of a particular initiative, with the early stages being support by “getting on with it” moving to “getting it done” for something more imminent.
Victoria’s Economy The Fastest Growing In The Nation
Quotes attributable to Treasurer Tim Pallas
“We promised that we would get on with it – and strong economic growth, jobs growth, population growth and retail spending shows that we are getting it done.”
Labor Government Delivers Upgrade That Ballarat Line Needs
Quotes attributable to Member for Buninyong Geoff Howard.
“This is the major upgrade of the Ballarat line that previous Governments have talked about but never delivered. The excuses stop now – we’re getting it done.”
During and immediately following the recent Victorian Budget, there was no missing the message:
Getting It Done: Jobs, Hospitals, Schools and Transport, For Ballarat, For Western Victoria, For Gippsland, For Geelong, For Bendigo…. and the list continued.
Daniel Andrews was completely on message with the following media release to support the budget.
It could be argued that the Victorian Government is following the AIDA model, a model that includes several different promotion objectives, including attention, interest, desire, and action.
AIDA objectives typically are achieved in steps. First, companies (Governments) focus on attention and awareness of a product or service. Once consumers or businesses “voters” are aware of products or services, organisations (Governments) try to get consumers interested and persuade them that their brands are best. Ultimately, companies (Governments) want consumers to take action or purchase “buy in” to their products or services, or in the Government’s case take advantage of the potential benefits.
“Getting on with it” …. “Getting it Done”… what is next in the expanding narrative?
Fast forward to the 2018 Victorian election and you could imagine that the key messages will also include ….. “Got it done”
So why adopt “IMC”?
The Labour Government is selling trust, economic confidence and a sense of capability, to ensure that the Victorian public votes for them at the next election in 2018, and maybe because they believe they are the best “company” for the future of Victoria.
Schmitz, A (2012) https://lardbucket.org/, http://2012books.lardbucket.org/books/marketing-principles-v2.0/s14-integrated-marketing-communica.html, 9 May 2016