MESSAGE TO ALL KAP MEMBERS Good Afternoon, We are 48 hours away from a critical election. The future for all Australians requires high quality and decisive decisions regarding adequately rewarding farmers; growing food production; protecting prime agricultural land; retaining ownership of Australia’s lands, key resources and vital infrastructure; rapidly redeveloping our manufacturing industries; and creating and protecting jobs. Another vital issue facing Australia, possibly the most vital, is the looming Energy Crisis. This is not even mentioned by either of the two major parties so I urge all to visit our webpage and read what Pete Mailler has to say, and what he has proposed regarding an independent ‘Australian Energy Authority’. Now, before I talk about Katter’s Australian Party, who is Lindsay Madsen and why should you take any notice of what I might suggest: · Very happily married, two married daughters, two granddaughters, two Jack Russell’s. (Boy, how I love those dogs…joke…joke) · University qualifications in business; marketing; strategic planning; and finance · Forty years business experience in marketing and general management, including periods with Unilever Australia, Penfold Wines, CUB, Ingham Enterprises and Australia Post. · Now live on a small grazing property located between Warwick and Killarney. · Five weeks as National General Secretary, Katter’s Australian Party. Review: Five week period ending Saturday 7 September 2013. I like people who tell it as it is, and I attempt to do likewise. Following is a bullet point summary: · I inherited absolute chaos; Depleted staff, next to no finalised policies, poor campaign strategy and development with zero execution, a partly completed national website; a partly completed and out-of-date membership database; and a partly completed customer relationship management system. I also discovered that no one understood the AEC candidate lodgement requirements and we could have finished up with candidates registered in Queensland but not in any other state. The chaos was largely the result of staff turnover and their departure prior to fulfilling their commitment/s to KAP. · Progress over the five weeks; KAP, and I, are fortunate to have a small but dedicated team of three full time and two part time head office staff. This team, with some external assistance, has achieved much including the following: o The successful lodgement of 65 House of Representative candidates and15 Senate candidates across all states and territories excluding NT. o Finalisation and publication of the ten principle KAP Policies. o Completion, updating and activation of the national website. o Development and activation of social media, including content, to promote KAP policies and extend the reach and frequency of our advertising and PR campaigns o Completion, cleansing and application of the new membership database. o The development and roll-out of several PR campaigns. o The development, production, media planning and roll-out of a limited television advertising campaign. o Candidate support including producing and distributing artwork for HTV cards and other promotional material, supporting local PR activities, attempting to recruit on-the-ground support, and answering the million and one questions which flow in every day. · The Future; Background: o Feedback indicates that there is a significant level of awareness of the ‘Katter’ brand. o However the brand image is confused. On one hand the brand, primarily Bob, is seen as genuine, passionately concerned about Australia and Australians, and achieving much during his period in office. On the other hand Bob, and therefore the Party, is perceived as the ‘mad hatter’…not to be taken too seriously. o KAP head office and state structures, KAP membership and candidate recruitment, policy development, campaign strategy and execution, and administration including staffing, AEC and state compliance, website and database management, and candidate support have all been deficient. The way forward: Based on marketing experiences I believe strongly that advertising and promotion is worthless unless ‘the product’ is right. What is the KAP product…? I believe it is ‘KAP policies; KAP’s position re other parties policies; and the quality of the candidates KAP selects to represent these policies and positions.’ If ‘the product’ is right it will develop a momentum of its own which can be accelerated via well planned and executed advertising and promotion. If the product is wrong, then forget it! So let’s get it right. The steps I propose, immediately following the federal election this Saturday, include: 1. A qualitative and quantitative survey involving all members and candidates. 2. External research to accurately determine brand awareness and brand perceptions/positioning. 3. Formation of a KAP Policy and Position Committee, to include KAP members and external experts. The latter to be recruited based on the individual policy being developed eg Food manufacturing, supermarket duopolies and tariffs, job creation and protection, foreign ownership, health, education, etc, plus KAP positions on such issues as PPL and gay marriage, although the latter is detailed clearly under KAP ‘core values’. 4. Formation of a KAP membership and candidate recruitment, selection, and training committee. 5. Formation of a KAP campaign and fund raising committee. Further I propose the recruitment of a small permanent team of head office staff. Part time and volunteer staff are invaluable during peak demand periods however KAP needs a small but stable team of full time staff to provide effective implementation of approved initiatives flowing from the committees, AEC and States’ electoral office compliance, and day-to-day administration. Summary: o The KAP brand has significant awareness and recall. o The KAP brand is perceived as “concerned, relevant and effective”, albeit confused by some eccentricity and ‘stunts’. o KAP has all the basic elements required to build the brand to be “The third major force in Australian Politics” o All that is needed now is the constructive participation and input of members, candidates and KAP staff. Your perceptions and ideas are important, and, there is no monopoly on good ideas! Please participate in the survey that will be distributed shortly following the election. I hope for an excellent outcome this Saturday. Thank you to staff, candidates, members and volunteers for your dedication and assistance. May we all be celebrating Saturday night! Lindsay Madsen National General Secretary Katter’s Australian Party PO Box 386 BANYO QLD 4014
Posted on: Fri, 06 Sep 2013 02:29:53 +0000
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