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NCAC Communications Strategy 2006-2008

Purpose of the Communications Strategy

The NCAC Communications Strategy 2006 - 2008 sets the strategic framework for targeted communication to key stakeholders. NCAC aims to work in partnership with families, services, government and other key stakeholders to facilitate and support continuous improvement to the quality of child care provided for children in Australia.

This Communications Strategy includes current modes of communications with NCAC’s customers and avenues for an expansion of this communication for the period 2006-2008. 

Key Communications Messages

About Quality Child Care

• All children in Australian children’s services deserve quality child care
• Quality child care is important for every aspect of a child’s development
• The Child Care Quality Assurance (CCQA) systems administered by NCAC measure child care quality
• Consistent provision of high quality care for children requires continuous updating and review of all policies, procedures and practices through genuine involvement and consultation between management, staff, carers, families and children
• NCAC can assist families to understand the value of quality care and make informed decisions when choosing care for their child
• NCAC is aware of trends and issues that relate to and impact on child care practices and quality assurance in child care

Outcomes

• An increased awareness of all stakeholders about the importance of quality child care
• An increased awareness of NCAC’s role in administering the CCQA systems for children’s services
• Ensure that NCAC is consistently delivering:
• The right message
• To the right audience
• In the most accessible format
• In the most cost effective, responsible and publicly accountable way

Evaluation of the Communications Strategy

The achievements of NCAC against the NCAC Communications Strategy are evaluated in January and July each year. Ongoing evaluation is also undertaken by the NCAC Board, Chief Executive Officer and Communications and Marketing General Manager. This evaluation assists NCAC to:

• Ensure that the key communication messages are adequately evaluated and amended as required
• Ensure that NCAC fulfils the communications requirements of all key stakeholders
• Develop new communications processes to meet the requirements of key stakeholders
• Develop a systematic and appropriate method of evaluation for each audience and action

Systematic evaluation of particular communications tools is undertaken on a regular basis, including:

• Continuing Improvement Guide Survey
• Customer Service Survey
• Hitslink monitoring of website traffic
• Putting Children First Reader’s Survey
• Validation Evaluation Forms
• Validator and Moderator training feedback

This information allows NCAC to monitor and evaluate the effectiveness of communications with key stakeholders and to develop strategies for improvement.

Indirect evaluation strategies also provide NCAC with important information. Customer feedback provided by key stakeholders and interested parties through informal channels provides NCAC with valuable information regarding the success of the Communications Strategy. These channels include:

• Conference, trade show and expo attendance
• Meetings with key stakeholders
• Telephone enquiries
• Written or e-mail correspondence

Key Audiences

This Communications Strategy identifies NCAC’s key communication audiences as follows:

• Staff, carers, management, owners and operators of children’s services registered to participate in the CCQA systems
• Families attending and looking for family day care schemes, long day care centres and outside school hours care services across Australia
• Australian, State/Territory and Local Governments involved in providing, regulating or promoting children’s services
• Australian Government funded Professional Support Coordinators
• Accreditation Decisions Review Committee
• Child care professionals, organisations and associations (peak bodies and recognised authorities)
• TAFE, University and Private Training Colleges – Child care educators students and researchers seeking information on the CCQA Systems
• NCAC Staff
• NCAC Validators and Moderators
• Endorsed QA Trainers
• International delegations, visiting representatives and overseas presentations

Current Initiatives

Current communications initiatives being undertaken by NCAC as part of the NCAC Communications Strategy 2006 – 2008 are as follows:

• Implementation of changes to the CCQA systems, including unannounced Validation Visits, staff Validators, spot checks and an integrated CCQA system
• The development of additional strategies to provide information to families about quality child care
• Enhancing communications with TAFE and university students and tertiary institutions to ensure that child care students are provided with information about CCQA
• Development and implementation of an integrated CCQA system