Community Partnerships Initiative
For each of us now as adults there is an undeniable sense that the fabric of our local community is under threat. Thirty to forty years ago, our generation freely roamed our neighborhoods as our parents relaxed in the confidence that we would safely return home when we got hungry. Undistracted by computer games, the internet, unlimited TV channels and mobile phones, we were outside engaging in any and all manner of healthy activities. For most of us, to participate in the community as we grew was natural and almost inevitable. It made our community healthy and strong which is crucial for the success of the local economy and therefore local businesses.
With the constantly escalating cost of living, the very public peer pressures and dangers facing our children, and the ever growing fear and negativity of the global picture, we must be careful not to lock ourselves and our kids away and remove the fuel that fires the long term sustainability of a healthy local community. We need to remain positive in our outlook on the community and encourage our children through our own example to get involved. All over the world, 'sustainable community movement' groups are emerging that are focused on the long term health of their own back yard as the first step toward fixing the bigger picture.
A critical dimension to creating a sustainable community is fostering a sense of community. Such sustainability activities try to enhance individuals' and organizations' feelings of attachment, value, and connection to the community. Many experts feel that only by caring about and feeling a part of their neighborhood, town, county, and/or city will individuals truly work together over the long term to develop a healthy community.
With this in mind, and buoyed by a financial success borne from many years of focus on customer relationships and satisfaction, the Ferntree Gully Nissan think-tank has decided to embark on a bold and socially responsible community minded initiative. Our objective is to focus more on the long term rewards and recognition that community participation will bring to our business rather than the short term results that most business practices are aimed at. We intend to look within our own operation at all levels and take a fresh community oriented approach wherever the opportunity exists.
We strongly believe that there are significant long term benefits for everybody involved if we invest heavily in the welfare of the local community. The main thrust of this first phase of our initiative involves the propagation of community minded thinking through a local scholarship competition called the 'Community Youth Awards', and also the creation of 'community partnerships' with key local groups and associations that are normally ignored by any kind of assistance from local businesses.
Community Partnerships
Whilst we believe that there is still a strong and definite need for general exposure through normal advertising channels, we also feel that whatever emotions we may stir within our audience through an advertisement, they will fall much lower in priority than the loyalty that a direct connection would bring. What better point of difference exists than loyalty and a sense of commitment.
We have instead reviewed the style of our advertising and are also committing a great deal of extra toward those key community groups that play such a vital role in the fabric of our community but are on the whole unsupported by local businesses.
In the last eight months we have entered into the following partnerships:
Rowville Netball Club
This is the largest netball club in Victoria with 30 teams and 450 members representing about 400 families. This club is part of the Mountain District Netball Association and is now the first of all the clubs in the association to ever gain any kind of major financial support.
Wantirna Jetbacks Basketball Club
The Wantirna Jetbacks are a basketball club with 36 teams and 300 players representing about 250 families. This club is part of the Knox Basketball Association and has never had any kind of major financial support before.
Rowville Primary School
The Rowville Primary School consists of 650 students representing 470 families. They have a boys aerobics team which has come 4th in Victoria and has now been to Brisbane in August where they came 8th in the national titles. We paid for this trip and supplied them with new uniforms with our logo and slogan prominently displayed. The boys will also be doing promotional performances in four local shopping centers where we will have significant signage and this will be covered by the local media. Again, this school as is the case with all primary schools, is largely ignored when it comes to any form of major financial assistance. Obviously, this school is also extremely excited by the scholarship competition that we are currently launching.
Boronia Bolters Athletics Club
The Boronia Bolters are a local athletics club which competes with several other clubs at Knox Park. Even though athletics is a fairly popular sport, the club struggles with raising funds and is in desperate need of a tent to provide some shelter for the kids on the hot summer competition days. We will be providing this tent and hopefully some new shirts also if the budget permits.
Adlib Entertainment - "Youth Impro Games"
Adlib Entertainment are running an annual event with local schools called the "Youth Impro Games". Much in the same vein as the popular television show "Thank God You're Here", this competition gives students that are not necessarily as gifted academically or on the sporting field a chance to shine in their own way.
We are very excited about this project and were more than happy to come on board as a major sponsor. It fits in line so perfectly with our other school based project the "Community Youth Awards".
If you are passionate and committed to your organization and feel that you as a group are largely ignored when it comes to support from local businesses, then please contact Scott Embrey on 0407 982 455. While we certainly can't support everybody that we would like to, we are very committed to this initiative and would love to hear from you.