Strategic communications to build organisational resilience
Sector: Community transport | Aged care | Disability services | Government-funded NFPs
CONTEXT
Activus Transport has provided community transport services in the Sutherland Shire for more than 30 years, supporting elderly and disabled residents to remain connected to healthcare, social activities and community life.
The organisation operates within a highly regulated and competitive funding environment, receiving Commonwealth funding administered through Transport for NSW, alongside income from social outings and bus hire. Like many community transport providers, Activus also relies on volunteers, grants and sponsorship to maintain service levels and respond to growing demand.
While Activus delivered essential services, its profile and external visibility did not fully reflect its value to the health, aged care and disability ecosystem. Strengthening community presence, funding readiness, and stakeholder relationships was critical to long-term organisational resilience.
WHAT WAS REQUIRED
Activus required a strategic communications approach that would:
- lift the organisation’s profile within the local community and relevant sectors
- support diversification of funding through grants, sponsorship and partnerships
- strengthen relationships with government, health, aged care and disability stakeholders
- improve the effectiveness of existing communications channels and messaging
- position the organisation credibly for future funding and advocacy opportunities
The work needed to balance profile-raising with governance, ensuring the Board could assess and support the long-term implications of the proposed strategies.
OUR ROLE
Infodec Communications designed and delivered a phased strategic communications program.
This included:
- analysing Activus’ position within the community transport and not-for-profit landscape
- identifying funding, sponsorship and partnership opportunities aligned with service delivery
- mapping relevant stakeholder groups across health, aged care, disability and carer sectors
- reviewing existing website content, communications activity and brand presentation
- presenting research findings and recommendations to the Board to support informed decision-making
- implementing approved strategies focused on visibility, engagement and funding readiness
The work combined strategic analysis with practical implementation, ensuring initiatives were achievable within the organisation’s operating environment.
OUTCOME
The strategy strengthened Activus’ external profile and positioned the organisation more effectively across community, government and sector audiences.
Key outcomes included:
- increased engagement with shopping centres and community venues frequently used by Activus clients, enabling promotional opportunities and cross-promotion
- establishment of a formal Ambassador Program, elevating advocacy and sector credibility through respected leaders in aged care and carer support
- consistent media coverage across local and sector publications, despite a contracting media environment
- successful grant outcomes, including securing a vehicle through a major philanthropic grant
- improved government and stakeholder relationships, contributing to public recognition of volunteer contributions
Collectively, the work improved Activus’ visibility, strengthened funding pathways and supported a more resilient platform for future service delivery and advocacy.
Eleni Petinos MP with Activus volunteer
