Showcasing the social, cultural and economic value of BHP's partnership with AGSA and Tarnanthi.

BHP
Project
Strategic communications plan
Year
2019
Client
BHP
Services
Strategic communications, public relations.
Challenge

Tarnanthi is a Festival of Contemporary Aboriginal and Torres Strait Islander Art held annually in Adelaide, South Australia. It is presented by the Art Gallery of South Australia (AGSA) in association with the South Australian Government and BHP.

After working in partnership with the Art Gallery of South Australia (AGSA) to fund and produce Tarnanthi for over four years BHP’s Corporate Affairs team felt they needed to showcase the social, cultural and economic value of the BHP partnership with AGSA and Tarnanthi on a national level.

Strategy

From an initial communications workshop session with BHP and AGSA, Fuller worked strategically with the BHP Corporate Affairs team, as well as AGSA’s Tarnanthi management, marketing and communications team to produce a four-month internal and external communications plan to run throughout the duration of the Tarnanthi Art Fair and Exhibition.

This strategic communication plan outlined key goals and objectives, audiences, key messaging and tactics, including traditional media, digital content production, and a distribution plan.

Results

Working in partnership with BHP and AGSA, Fuller’s corporate communication team ensured that the goals and objectives laid out in the strategy were achieved through the management and production of the following key outputs:

Communication and PR:
This included speech writing, production of a media release, production of a one-page media statement for AGSA’s media department, a targeted media list, and a schedule of key traditional and social media activities and outputs to align with, and complement, AGSA’s event, media and communication schedule.

Video content planning and production assistance:
This included concept development, the provision of targeted interview questions for talent, production scheduling, undertaking and overseeing video interviews, working with AGSA’s videography team and marketing department on behalf of BHP, and providing feedback on final videos edits on behalf of BHP at the video production and approval stage.

Content distribution via internal and external channels:
Fuller worked with BHP’s Communications team to distribute Tarnanthi videos and content via Olympic Dam’s internal newsletters and Facebook page, in the months leading up to the Tarnanthi Art Fair and exhibition launch, through to the closing date of the exhibition on 27 January 2020.

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