MARKETING AND PARTNERSHIPS SLSQ’s Marketing and Partnerships department is directly responsible for overseeing strategic marketing direction, brand management, fundraising initiatives, and the organisation’s suite of corporate and government partnerships. As ‘custodians of the brand’, the department also seeks to work collaboratively with internal and external stakeholders to create a sense of value and community engagement for SLSQ and its affiliates.
• With thanks to Breaka Flavoured Milk, SLSQ launched the ‘Nipper of the Week’ program at all surf life saving clubs across the state, recognising junior members on a weekly basis across the season; • In June 2017, SLSQ welcomed a new accommodation partner, Mantra Group, which has committed to support surf lifesaving through a multi-year agreement; and • The UQ academic partnership continued to gain momentum, with the University’s research unit commencing a number of exciting programs aimed at assisting SLSQ with best practices in lifesaving operations and communication strategies.
Marketing One of the key departmental roles is to provide marketing strategy and support across the organisation to protect and grow SLSQ and its affiliated brands. The team also works to assist all other internal departments with their day-to-day marketing and design needs to deliver key messages with brand consistency and help position SLSQ as the peak authority on aquatic safety. These collective efforts help build trust, loyalty, and credibility within our membership and across the wider Queensland community. Key marketing achievements from the past season include: • An overarching Marketing and Fundraising Business Plan was drafted and signed off, providing an extensive and overarching blueprint for development across the next five years;
Events As a not-for-profit organisation, SLSQ continues to rely heavily on the generous support of the community to ensure it has the resources and capacity to save lives along Queensland’s coastline. Each year SLSQ’s marketing team develops and executes a wide range of key fundraising events and initiatives, from state-wide campaigns through to regionalised and targeted initiatives. A summary of fundraising events is outlined on page 44 and includes, amongst others, the annual Surf Safe Appeal and Summer Surf Girl program.
• An inaugural website was developed and launched for the Australian Lifesaving Academy Queensland (alaq.com. au), providing a vital marketing tool, facilitating online registrations, and promoting growth in course delivery; and • The department maintained a high level of marketing and graphic design support, producing in excess of 200 collateral projects to help position SLSQ as a leading authority.
Partnerships SLSQ’s partners are crucial to the success and survival of the surf lifesaving movement in Queensland. With that in mind, SLSQ maintains a range of partners who actively share in, and seek to align with, our core vision and values. Importantly, these partnerships ensure that SLSQ has the capacity to deliver its lifesaving services and various other youth development, member education, surf safety, and community awareness initiatives across the state. SLSQ extends its thanks to all national partners, particularly Westpac and DHL, whose continued support helps the organisation maintain its frontline operations. From a state perspective, SLSQ boasts more than 20 partners including the Queensland Government, The University of Queensland (UQ), and Breaka Flavoured Milk. SLSQ thanks all of our partners for their valued support. A full list of SLSQ’s partners can be found on page 51, with all Westpac Lifesaver Rescue Helicopter Service partners listed on page 22. Key partnership achievements across the past 12 months include: • SLSQ maintained support from the Queensland Government, which continues to invest in a variety of areas including frontline patrols, sporting programs, and community awareness programs; • Breaka Flavoured Milk renewed its partnership with SLSQ, reaffirming its commitment to developing and nurturing the next generation of surf lifesavers through programs such as the Youth Excellence Program, Beach to Bush, and the Under-14 Junior Surf Lifesaver of the Year award;
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