Report Indigi Day Out 2017:
Planning, Realisation, and Evaluation
Convenor: Professor Sharyn Rundle-Thiele
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Table of contents
TABLE OF CONTENTS ……………………………………………………………………………………………………..2
INTRODUCTION……………………………………………………………………………………………………………..3
OBJECTIVES …………………………………………………………………………………………………………………..4
Main objectives:……………………………………………………………………………………………………………………………..4
Secondary objective:………………………………………………………………………………………………………………………4
PRE-EVENT: PLANNING & ORGANIZING……………………………………………………………………………5
Eco-friendly Promotional Material …………………………………………………………………………………………………..5
Type of seeds and quantity…………………………………………………………………………………………………………5
The design…………………………………………………………………………………………………………………………………5
Costs …………………………………………………………………………………………………………………………………………6
Market Stall ……………………………………………………………………………………………………………………………………7
Costs …………………………………………………………………………………………………………………………………………7
Total costs ……………………………………………………………………………………………………………………………………..7
EVENT: CREATION AND REALISATION………………………………………………………………………………8
Set up – Friday 2nd of June………………………………………………………………………………………………………………8
The event – Saturday 3rd of June……………………………………………………………………………………………………..8
Statistics…………………………………………………………………………………………………………………………………….9
POST-EVENT: EVALUATION …………………………………………………………………………………………..10
Key Learnings……………………………………………………………………………………………………………………………….10
Learning from the organisation of the event:……………………………………………………………………………..10
Learnings from the realisation of the event:……………………………………………………………………………….10
Conversion …………………………………………………………………………………………………………………………………..10
Recommendation for further development ……………………………………………………………………………………12
APPENDIX 1:………………………………………………………………………………………………………………..13
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Introduction
Since the end of 2016, Social Marketing @ Griffith works together with the
Redlands City Council to develop and pilot test a social marketing program that
aims to reduce dog and koala interactions across Redland City. Social Marketing @
Griffith has conducted formative marketing research and found that a program that
is dog and not koala focused offers the most potential to get Redlands dog owners
involved. Consequently, Leave it was designed: a dog focussed program delivered
by professional trainers each of whom has previously participated in a koala aversion
training session delivered by Steve Austin.
The program was launched at RSPCA Million Paws Walk (May 21, 2017) and
further promoted during Indigi Day Out (June 3, 2017). As the icing on the cake, a
trial event called DogFest (June 4, 2017) was hosted with the aim to encourage dog
owners to try before they buy into the 4-week Leave It training program.
As a student in the Marketing for Social Change course, I had the opportunity
to actively contribute to realise a component of the pilot program; namely, the
organisation of the one-day event Indigi Day Out. That is an event hosted by
IndigiScapes and Redland City Council and has a particular focus on involving
children and developing a sense of wonder and interest in the natural environment.
This year, it was a great day out for all the family with market stalls, native plant
displays, trackless train rides, kid’s activities, animal displays, barbecue, and a music
festival across two stages hosted by Folk Redlands. This report presents the
objectives, planning, execution, and evaluation of Social Marketing @ Griffith’s
presence at the event.
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Objectives
Main objectives:
• “Raise awareness for the ‘Leave it’ dog training program amongst the
inhabitants of Redland and surroundings.”
• “Recruit 20 participants for the ‘Leave it’ dog training program amongst the
inhabitants of Redland and surroundings.”
Secondary objective:
• “Raise awareness for Dog Fest on the 4th of June.”
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Pre-Event: Planning & Organizing
In order to make sure that the event would reach maximum contribution to the
objectives, some arrangements had to be made. First, eco-friendly promotional
material was selected, designed and ordered. Second, a stall design was developed
and the attributes were gathered. This chapter presents a description of the process
of these activities.
Eco-friendly Promotional Material
The most important was the promotional material. Because IndigiScapes has an
environmental-friendly character, we made the decision to come up with eco-friendly
promotional material to promote the dog training program. After some online
research, I proposed promotional seed sticks packages, because:
• They were customizable (i.e. it was possible to create our own message);
• They encourage engagement (i.e., people could really do something with it,
rather than throw it away like people might do with flyers);
• There were seed types available that could grow koala-friendly trees
Type of seeds and quantity
To be in line with both the environmental character of IndigiScapes and Leave it’s
background with reducing dog and koala interactions, we chose for the
Lophostemon Confertus (Brush Box), because that is a native tree that koalas feed
on. We ordered 1000 packages, mainly because that was the minimum order size.
However, the number of visitors for the event – estimated at 2000 – justified the
amount of seed sticks packages as well.
The design
The message that the promotional material communicates, had to contribute to the
main objectives. Therefore, the design consisted of the following components:
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• Logo: Leave it
• Subject: 4 Week Dog Training Program
• Call-to-action: Register today for 20% off!
• Contact: www.leaveit.com.au
The proposal for the design was communicated with Sam Hodgkins, who delivered
the eventual design. That was an effective and quick process. The eventual product
is displayed in Image 1.
Image 1: Eventual product. Design by Sam Hodgkins can be found in the Appendix I.
Costs
Total costs: $1,727.00 (1000 p. x $1.57)
The packages were ordered at Cubic Promote with a small discount and free freight.
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Market Stall
The setup needed to contribute to the aim of recruiting participants for the dog
training program and had to correspond with the main promotional material.
Therefore, I came up with an overall design of Lophostemon Confertus trees and
stuffed koalas. The idea was to place trees with koalas in them to appeal to the koala
approach and hang the promotional seeds in the trees. In addition, I have arranged
to borrow a Griffith marquee to cover the stall.
Costs
• 3 x Lophostemon Confertus: $181.50 (3 p. x $35 plus $60 freight charge)
• 6 x Koala teddies: $119.76 (6 p. x $19.96)
Total costs

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Event: Creation and Realisation
Set up – Friday 2nd of June
The stall was setup a day before the event started to make sure that we could
arrange additional items, if necessary. It turned out that we could use some extra
items. Thus, after an extra round of shopping, our stall consisted of:
• A Griffith marquee;
• Trees in pots;
• Promotional seeds;
• Koala teddies;
• Banners;
• Tables with table cloth;
• Cardboard boxes on the tables for height and dimension;
• Additional promotional material (dog water bowls, leashed and flyers for
Leave it and DogFest)
The event – Saturday 3rd of June
On the day of the event, we arrived 30 minutes before the event area officially
opened and we gave the last hand to the stall. Overall, our stall attracted a big
number of visitors. We only had a few moments that we were unoccupied. We heard
all sorts of different stories from different angles. From the non-dog owners, we got
much positive response towards the options we offered to contribute to the
preservation of wildlife. Especially people with green thumbs were enthusiastic
about the seeds for the brush boxes. From the dog owners, a reasonable number
acknowledged issues with their (or other) dogs and expressed interest in Leave it’s
dog training program. There was an equal distribution of interest across the four
types of training. The dog owners were also very enthusiastic about the water bowls
for dogs and DogFest, that was going to be held the next day.
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Image 2: Eventual stall at Indigi Day Out
Statistics
An overview of the statistics from Indigi Day Out is presented in the first table.

A summary of the statistics for Indigi Day Out is presented in the second table.

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Post-Event: Evaluation
Key Learnings
Learning from the organisation of the event:
• From the process of organising this event, I have learned that planning is an
essential factor in achieving success. Apart from the last-minute arrangements
when setting up the stall, everything was taken care of in advance, which
allowed us to adjust things without any problems.
Learnings from the realisation of the event:
• During the actual event, I have learned that call-to-actions are an essential
part in encouraging people to interact with certain promotional items in the
stall. For example, visitors did not understand on beforehand that our
promotional material was all free and they did not see that they could join a
competition due the lack of a sign with a call-to-action.
• Lastly, a point of personal development: every person has distinct motives
and different attitudes and we must adapt our approach to that. I have
learned to go along with people’s intentions and find common ground to
encourage them to interact with one of our offers from the stall. In addition, it
is normal to receive negative, critical feedback and it is important to learn
from that, rather than to see it as failure.
Conversion
As the total number of visitors was estimated at 2,000, an exposure of 200 (10%) for
the seed sticks, 200 (10%) for the water bowls, and 200 (10%) for the flyers is an
acceptable outcome. Since there is some overlap – some people received both the
seed sticks, the water bowl, and/or the flyer – the net reach is roughly estimated at
400, which I would consider acceptable as well. As the objective was set to 20
subscriptions, a net reach of 400 would make the conversion rate to 5%, which
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turned out to be somewhat ambitious. Unfortunately, no visitor subscribed during
the event or the hours after the event. Since the next day DogFest was held, there is
overlap in visitors and potential subscribers. Thus, it is nearly impossible to measure
further effects of the promotional material handed out during Indigi Day Out.
Overall, it was possible to count one certain conversion from a Indigi Day Out
visitor who signed up the next day during DogFest. Unfortunately, with that number
we did not achieve the second main objective to recruit 20 participants. However, it
was reported that some Indigi Day Out visitors have visited DogFest the next day.
They all asked the trainers about their issues with their dogs and one even signed up
for the training program. Therefore, I can conclude that we have raised some
awareness and encouraged people to try to improve their dog’s behaviour. That
makes that we achieved the first main objective (raising awareness for Leave it) and
the secondary objective (raising awareness for DogFest).
Furthermore, booking a 4-week training program at $120 is not a very cheap
expenditure to make on the spot. Thus, it is still possible that the efforts on Indigi
Day Out have recruited some participants. The following scenarios are possible:
• A reasonable amount of Indigi Day Out visitors said to visit DogFest to get
more info and/or to subscribe for the training program there. Therefore, some
of the people who subscribe at DogFest could have been targeted at Indigi
Day Out. (1 signup was already reported.)
• A few visitors expressed serious interest, however had to discuss it with
partners etc. first and, therefore, could sign up later or after this weekend.
• A few visitors were going to pass the message on to family, friends, and
neighbours and that might result in more subscriptions for the program.
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Recommendation for further development
1. Tracking options for different types of promotional material
Due to limited resources, it was not possible to use a system with proper analytical
features to track conversions. Therefore, it is only to evaluate the overall campaign.
However, to be more specific in what kind of promotional material was effective, a
system that exactly tracks where signups come from would be ideal. Depending on
the importance of knowing the effectivity of the different program components, it is
recommended to use a more advanced system.
2. Decrease the clutter of advertising material to avoid cannibalisation
During Indigi Day Out, we had water bowls, leashes, seed sticks, and two different
flyers to hand out. This may have caused cannibalisation. A big number of the seed
sticks was not handed out and, therefore, the investment was not completely
efficient. Thus, a focus on one type of flyer and one promotional item might be
better, because it is clearer to visitors what you communicate and it enables more
efficient tracking options. However, it was convenient to start a conversation or
‘transaction’ based on the visitor’s interest with all the different options. So, there is
also a plus side for the approach. In addition, the remaining seed sticks can be used
in the future program.
3. Feedback form for the training participants to track
In order to be able to track where participants were confronted with Leave it’s dog
training program, it is possible to hand out a feedback form after they have
completed the training. It gives both insight in the quality of the training and
enables an extra option to track what efforts were effective in recruiting participants.
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Appendix 1:

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