Elements and Performance Criteria

The Range of Variables defines the different contexts, work environments and parameters governing the performance of this competency standard. The variables chosen in training and assessment will need to reflect local industry and regional contexts.

Which programs may be included?
Commonwealth Government community programs under the Natural Heritage Trust, Rural Industry programs, business programs and State Government community programs related to the environment.

Which sectors of the local community and industry may be relevant to this standard?
Sections in general community, i.e., individuals or family groups or other existing groups, people and enterprises in a specific industry or group of industries, people and groups of cultural background, e.g., migrant groups or Indigenous peoples, and different ages and sexes, e.g., women, students and retirees.

Which projects and/or group activities may be included?
Group projects funded under program, group social activities, sponsorship and fundraising activities and communication activities.

What other communication activities may be relevant?
Presentations, stalls/displays in community and at events, speeches and training session at schools, etc., provision of materials for students' projects, provision of materials and press releases to media, and interviews with media and others.

What may be included as promotional materials?
Brochures, both locally prepared and provided by agency, articles in newspapers, newsletters, magazines and special printing, government or government agency written materials describing program (Commonwealth, State, Territory or Local), local group written materials, brochures and guidelines, advertising, explanatory booklets and materials from Indigenous communities which should only be used with their permission.

What are promotional channels?
Local newspapers, both editorial and advertising, newsletters, both group and others, posters in community, schools, etc., displays/stalls, demonstrations, field days, distribution of brochures and window displays.

What specialist marketing support may be included?
Development of marketing, writing of promotional materials and articles, editing of promotional materials and articles, access to promotional channels, which may be provided on paid or voluntary basis by personnel with marketing/promotional/advertising skills.

Which organisations may be referred to as agency?
Commonwealth, State or Territory department or statutory body managing a program.

What may the promotional plan consist of?
List of objectives in note form, list of activities in note form, part or all of formal plan completed by group, and delegated activities by group members.

What may be included in proposals for delivery of program services?
Provision of services to an enterprise, e.g., farmer in terms of advice, on-ground works, property planning advice, provision of services in an area/region, e.g., catchment plan, involvement in group activities and/or training, commitment of resources to a project for community benefit or part of sponsorship.

What is part of good customer service?
Response within a suitable time, pleasant and appropriate response and behaviour, identification of needs or complaint in enquiry, active listening and provision of information or service within committed timeframe.

What may be included in records of enquiries and presentations
Contact register or database and diary notes.

What are ethics and equity in terms of this standard?
Ethical approaches to people, ensuring marketing approach is suitable for diverse groups of people and including both sexes, cultural groups and people with disabilities.

What promotional impact may be relevant?
Attendance at activities and number of enquiries.

What levels of literacy are included?
Written/graphic material for specific groups in terms of attractiveness and readability to suit expected audience, reading skills to interpret program guidelines and related documents, and record keeping.

What forms of communication may be relevant?
Presenting information/promotion in terms of audience understanding and interest, active listening, overcoming objections with reasoned responses, responding effectively to contentious issues, and dealing with people who have strong opinions/characters.

What issues may be raised by potential users?
Costs, understanding of benefits, time commitment and appropriateness of program.

What evidence is required to demonstrate competence for this standard as a whole?
Competence in marketing the program requires evidence that a promotional plan has been prepared and implemented according to community and agency guidelines and best practice procedures. The skills and knowledge required to market the program must be transferable to a range of work environments and contexts. For example, this could include different community groups and activities, and promotional strategies.
What specific knowledge is needed to achieve the performance criteria?

Knowledge and understanding are essential to apply this standard in the workplace, to transfer the skills to other contexts and to deal with unplanned events. The knowledge requirements for this unit are listed below:

Program services, objectives, goals and guidelines.
Group goals and plans.
Project and other activities.
Basic marketing principles.
Local advertising channels.
Local or regional community and industries.

What specific skills are needed to achieve the performance criteria?

To achieve the performance criteria, some complementary skills are required. These skills include the ability to:

Develop a promotional plan.
Develop a range of written/graphic materials.
Present in a range of direct promotional situations.
Present a specific proposal.
Overcome objections.
Maintain office records, especially of programs, enquiries, contacts and presentations.
Provide customer service.

Are there other competency standards that could be assessed with this one?
This competency standard could be assessed on its own or in combination with other competencies relevant to the job function.

Essential Assessment Information
For information about

What processes should be applied to this competency standard?
There are a number of processes that are learnt throughout work and life, which are required in all jobs. They are fundamental processes and generally transferable to other work functions. Some of these are covered by the key competencies, although others may be added. The questions below highlight how these processes are applied in this competency standard. Following each question a number in brackets indicates the level to which the key competency needs to be demonstrated where 0 = not required, 1 = perform the process, 2 = perform and administer the process and 3 = perform, administer and design the process.
Communicating ideas and information
By discussing verbally or in writing community program promotion with supervisors and others. (2)

Collecting analysing and organising information
Promoting community programs will require information to be collected, analysed and organised by consultation with others and research of existing resources. (2)

Planning and organising activities
Community program promotional activities are planned and organised by working with others in meetings or groups. (2)

Working with others and in teams
Promoting community programs will require coordination of self and others in a team. (2)

Using mathematical ideas and techniques
Basic mathematical techniques could be applied. (1)

Solving problems
During community program, promotional technical problems may arise requiring simple solutions. (1)

Using technology
Information gathering and presentation technology may be required. (2)