Howdy Partners - Introduced By Georgie
The Age
Saturday February 24, 2007
YEARS ago there was a clear divide between jobs in the private and public sectors - you made your choice of either at the start of your working life and accepted you would probably stay there until you retired.
Now more Australians list a mix of corporate and government jobs on their CVs. Privatisation of government-owned utilities and agencies, outsourcing of government work to the private sector and co-funding of large infrastructure projects have created bright futures for people who are comfortable in both worlds. For Georgie Hardy - three years out of university and still in her first job - working as sponsorship co-ordinator at Whittlesea Council is providing public sector experience with a good deal of corporate contact. Her future career path could lie in either direction. Her work encourages large and small companies to support council and community initiatives in the fast-growing municipality. It helps bring in an estimated $400,000 of cash and practical support each year. The tourism marketing honours graduate from La Trobe University says the job is proving a great way to start her working life. "I came here on work experience to promote the council's Growling Frog Golf Course for four weeks and I haven't left," she says. A dedicated sponsorship position is unusual in local government. Ms Hardy says it helps streamline contact between the council and business and helps other staff see the benefits that can come from partnerships with the private sector. She works with people from all council departments and many local community groups to identify sponsorship opportunities that bring in the dollars to make facilities, events and programs bigger and better than they could be without the funding injection. "There's nothing we leave untouched. If there is an opportunity to raise revenue from the private sector to support anything that benefits the community, we'll look into it," she says. Working closely with Kelli Martin, the council's manager of marketing and communications, she builds networks and links throughout the municipality. The two believe their professional approach and marketing expertise give them credibility with companies ranging in size from Australian multinationals such as Lend Lease and Westfield to the local branch of retailer PETstock, which signed up to provide an animal petting pen for children at Whittlesea Country Music Festival earlier this month. An annual partnership function, sponsorship forums to discuss programs, prepared packages of opportunities for businesses of all sizes and post-event reports to sponsors are all part of their approach. With businesses increasingly keen to build reputations as good corporate citizens, Ms Hardy says they welcome offers that assist them build brand consciousness and sales by being associated with projects that are valued by local people. Westfield, presently developing a large new shopping centre, gains positive exposure to the women and children who will be its future customers by sponsoring the council's pram-walking program, designed to help young mothers interact and make friends. The company also supports the active women's week program linked to International Women's Day and the Rocking at RedLeap children's festival. Envestra, Delfin Lend Lease, Zuccala Homes and Plenty Community Credit Union are sponsors of the community-organised Whittlesea Country Music Festival, held each February, and Northpoint Enterprise Park sponsors the Growling Frog Golf Course. Last year the municipality, which welcomes around 15 new residents every day, produced a Sustainable Homes Guide with support from A. V. Jennings. "Sponsorship enables us to do a lot more than we could if we did not receive the funding and support," Ms Hardy says. "It's not only about putting businesses in touch with residents but connecting them with other businesses. The golf course runs a trainee pro-am each year and Northpoint gets naming rights as part of their sponsorship and is able to invite corporate guests along."-- CAROLYN RANCE
© 2007 The Age