3MDR Strategic Plan

3MDR Strategic Plan 2022-2027

For nearly 40 years, 3MDR has been broadcasting from the Dandenong Ranges, east of Melbourne, Australia.

We are a progressive, creative community radio broadcaster and we are passionate about providing an alternative local media outlet for community members who want to express themselves.

Our association has 500-plus members, 80 volunteers, and two employees who regularly go above and beyond to keep the organisation functioning. Our members are 45% local, and 90% Victorian. We know that we need to further develop our volunteers and to support them more effectively, and to reduce the burden that our employees carry.

To develop this plan, we conducted a survey which was completed by 100 people, 34% of whom identified themselves as subscribers to one or more of our programs, and 24% as members of 3MDR. The survey results suggest that the main motivation people subscribe to or join 3MDR is to support our community and the station. The results also indicated that our listeners are attracted to 3MDR because of the diversity of our programming. Listeners tend to be younger than our members and subscribers, and are more likely to use streaming services. Results suggest that the station needs a more diverse program, and that our listeners are accessing our content online, on demand and on a mobile device.

We hosted a planning workshop in June 2022 which was attended by 20 people, including eleven 3MDR volunteers. We identified the groups and people who made up our community, their connections and their strengths. We also heard from a speaker from the Community Broadcasting Association of Australia, who encouraged us to engage strongly with our audience, to learn about the needs of our listeners, and to identify our “community of interest”.

In August 2022, the Committee of Management and the staff met to review the 3MDR vision and mission statements, identify our core values, and we fine-tuned our plan. Finally, we spoke to some of our partners.

We are proud of what we have achieved and we are excited and optimistic about our future.

Our vision:

Community engaged radio, broadcasting from the Dandenong Ranges to the world.

Our mission statement:

3MDR will nurture and amplify independent community voices, expressed through local stories, music, art and culture, and inspired by our natural environment.

Our core values:

We are

inclusive and representative of our diverse community
responsive to our community, and
respectful to all.

We will

give unheard people in our community a voice
champion creativity, and
promote environmental sustainability.

Our strategies:

Form mutually supportive collaborations to promote and champion independent community voices
Strive for excellence in broadcast content
Conduct business ethically and efficiently.

Our community is made up of:

artists
musicians
music lovers
environmental custodians
community groups
business owners
venue operators
local institutions, and
people with interesting lives!

Our broadcasting license covers the following areas:

The Dandenong Ranges in the Shire of Yarra Ranges
Emerald, Gembrook, Beaconsfield, Pakenham, Officer, Nar Nar Goon and Cranbourne in the Shire of Cardinia
Ferntree Gully, the Basin and Boronia in the City of Knox

Our radio signal can also be heard in the eastern suburbs of Melbourne, Mornington Peninsula and South Gippsland, in Victoria, Australia.

We are streaming online to the world.

Our strengths:

A diverse group of volunteers
Providing a platform for the under-represented
Passionate and dedicated staff and key volunteers
A resilient organisation that is seeking to improve

The Forest Park Homestead facility’s large flexible spaces
Strong governance, led by a committee with broad experience that can see beyond the present

Our opportunities:

To tell our own story, how we fit in and how we can add value to the community
To have a single mission, which will drive value, sponsors and partnerships
To understand our audience and who we are connecting with.

Our challenges:

Our volunteers need more training, support and encouragement
Some of our programming is not meeting the needs of our audience
We need to reflect on what we are doing well and what can we do better
There are gaps in our awareness of residents’ interests in our broadcast license area
We rely heavily on our staff and a few key volunteers
Broadcasting can be done by anyone online, without a licence.

Strategy 1: Form mutually supportive collaborations to promote and champion independent community voices
Goal 1.1: Capitalise on 3MDR’s solid reputation and relationships in the community broadcasting sector
1.1.1 Maintain solid relationships with peak bodies in the Community radio sector such as CBAA, CBF, CMTO, NEMBC	Pro-actively seek new opportunities Nominate for industry awards as appropriate Advocate for improved services for small and mid-sized stations	CoM/Staff	Projects identified and implemented Awards won	Ongoing
1.1.2 Collaborate with other stations, share equipment, share purchasing	Share intellectual property and support and advise neighbouring stations Explore opportunities to share staff to work with a number of local stations and to provide training to volunteers	Staff	Projects identified and implemented Work with CMTO re: training	Ongoing
1.1.3 Stay informed on regulatory requirements (ACMA, ATO)	Respond to regulators’ requirements to ensure ongoing compliance	CoM	No instances of non-compliance	Ongoing
Goal 1.2: Reach out to the sections of our community who are not currently engaging with 3MDR
1.2.1 Engage with schools, sports clubs	Get more Youth voices on air (subject to funding and resourcing)	Staff	Create new content for Fresh Air (existing show) Work experience producing on air announcements Establish new shows with 18-30yo presenters	Ongoing 2024/25
1.2.2 Engage with Indigenous and community language communities	Use census and council data to determine key indigenous and community language communities in the 3MDR community and their interests Reach out to community groups that represent diverse cultures Promote opportunities to be involved with 3MDR Explore a partnership with National Indigenous Radio Service	CoM, programming committee	Interests of diverse communities are understood and on-air programming reflects these interests	2024

1.2.3 Be part of major events in our community and cultural events (Lantern Parade, Open Studios, Belgrave Survival Day, open gardens, markets)	Cross promotions Outside Broadcasts Pop-up studios during lead-up to an event, particularly in Cardinia and Knox subject to volunteer resources	Staff and volunteers	Increased awareness of 3MDR across broadcasting license area	2024
1.2.4 Engage with Service clubs (such as RSL, Rotary, Lions)	Live to air events at RSL venues Encourage subscriptions, CSAs, participating in shows	Staff	Club content on air; events, shows, CSAs, interviews	2024
1.2.5 Engage with community groups (e.g. men’s sheds, environment groups)	Ask groups to promote 3MDR through social media Promote key events and activities in the 3MDR community Participating as interviewees in shows	Staff	Groups use 3MDR as one of their top priority promotional vehicles	2023
1.2.6 Engage with Neighbourhood Houses (e.g. Selby, Emerald, Cockatoo, Basin)	Share resources and collaborate on projects and events Cross-promote activities with Houses Ask Houses to be sponsors of the Station or specific shows Partner with Houses to deliver training courses in media skills	Staff	Formalise a partnership with one or more Houses.	2024

Goal 1.3: Maintain good relations with our stakeholders
1.3.1 Engage with Bendigo Bank as a funding body and potential sponsor	Host a visit to the station and tour by Yarra Ranges cluster Bendigo Bank managers Invite Bendigo Community Bank to major station events such as the Garden Party	Staff	Bendigo Bank becomes an annual sponsor	2024/25
1.3.2 Engage with Local government – Yarra Ranges, Cardinia, Knox	Consider providing services at The Homestead in post-emergency or power outage situations e.g. charging devices Provide community announcements in post-emergency situations	Staff	Scope of funding agreements with local government are expanded to include new activities that build community resilience	Ongoing
1.3.3 Engage with State government (Creative Victoria, Music Victoria, Department of Education)	Develop relationships with key government staff and politicians and provide them with regular updates and information Attend webinars Nominate for awards Apply for funding	CoM and staff	Grants from state government are awarded to 3MDR Awards are won	2024
1.3.4 Engage with Music/Arts organisations e.g. Burrinja, Dandenong Ranges Music Council, music clubs	Bring arts organisations together for a regional conference (subject to funding) Provide opportunities for artists to be showcased on shows Cross-promote activities Consider sponsorship of key partners, and/or approach them to sponsor 3MDR	Staff	Formalise one or more partnerships with arts organisations	2025 Ongoing
1.3.5 Engage with emergency services organisations	Strengthen our emergency broadcasting role Attend relevant forums, networks and meetings	CoM & Staff	3MDR has a formally recognised role in response to emergencies	2025

Strategy 2: Strive for excellence in broadcast content
Goal 2.1: Provide programming that our community wants to listen to and engage with
2.1.1 Provide more local news and information on air	Produce community news feeds and weekly “what’s on” announcements Encourage cross promotion of local events between programs, e.g. a gig guide, markets, community events Invite community groups to run shows on air on topics that are of interest to our audience.	Staff	3MDR is known by more people in its broadcasting licence area for providing timely, relevant and useful local information	Ongoing
2.1.2 Better targeted community language programming	Be guided by broadcasting licence area demographics, approach sponsors Benchmarking against other community radio stations	Staff	Our community language programs represent the composition of our broadcasting license area demographics	2025
2.1.3 Amplify diverse local voices and stories about the 3MDR community	Collect and use stories about the station and its people, build our profile and our identity Celebrate our successes by designing a new station show, and apply for a CBF grant Celebrate 40 years of broadcasting in 2025 (e.g. publish interviews, stories) Talk about the big issues impacting our community	CofM, Staff and volunteers	3MDR is recognised as an essential and respected community organisation	2024-5
2.1.4 Promote and support more local artists	Encourage artists to be 3MDR champions [?] and to become involved in 3MDR’s stakeholder engagement activities Grow our capacity to host live music Encourage presenters to promote local musicians and artists	Staff	3MDR is known as an arts hub and resource centre for artists and musicians	2023
2.1.5 Increase number of Rainbow and youth presenters	Engage with Rainbow families through community health agencies and Councils Connect with Rainbow and Ally groups at secondary schools in our community Develop projects, identify funding sources and apply Prioritise these cohorts in programming decisions	Staff	More rainbow content on air, more representation by the rainbow community amongst 3MDR volunteers	2025
2.1.6 Better understand needs, interests and habits of the residents in our broadcasting license area	Research the needs of the communities in our license area using surveys, seeking feedback and analysing demographics Make adjustments to our programming to meet the needs of the community in our license area	CoM & PCom	Maintain a balance in programming between the communities in our broadcast area	2024
Goal 2.2 Upgrade equipment and facilities
2.2.1 Maximise the potential of The Homestead studio site as a music hub	Live gigs, live to air, recordings, rehearsals Working bees to sort through old musical equipment More technical and sound engineering training for volunteers	Staff Tech Team	The Homestead becomes a resource centre for local musicians	2025
2.2.2 Effectively maintain and upgrade our physical assets and equipment	Identify equipment and asset gaps through an audit Update our asset register Develop a succession plan for equipment Establish a fault log	Staff & Tech Team	Number of equipment failures declines	2025

Strategy 3: Conduct business ethically and efficiently
Goal 3.1: Ensure financial sustainability of 3MDR Inc
3.1.1 Make it easier for people to donate to 3MDR	Research best practice ideas Promote and enable subscriptions and donations at events and develop an events kit Promote our website Tap into resources at ourcommunity.com.au Provide a regular donation option on our subscription form	Staff	Revenue from donations increases Number of subscriptions increase	2023
3.1.2 Understand the financial challenges and risks to 3MDR	Develop a strategy to remain viable Undertake a risk analysis with staff, volunteers and the CoM to understand risks CoM to develop Annual Plans based on this Strategic Plan Develop a Risk Management and Mitigation Plan Develop a Grants Plan annually Develop a 5-year budget that is revised annually	CoM	Annual Plan, Risk Management and Mitigation Plan, Annual Grants Plan, 5-year budget produced	??
3.1.3 Develop customer relationship policy and procedures	Upgrade our CRM software Develop CRM policy	CoM/Staff & Admin Volunteer	Reduction in time spent on administration by staff and volunteers, and more effective interactions with customers	Ongoing
3.1.4 Attract new sponsorships	Revise Sponsorship Policy Engage potential sponsor lead generation through our volunteers, members and subscribers	Staff	Increase in sponsorships and income	2024
3.1.5 Retain our FM band and Studio Transmitter Link (STL)	Participate in lobbying actions led by peak bodies	CoM/ Staff & Head Technician	Our FM band and STL are retained	Ongoing
Goal 3.2 : Communicate effectively and openly with our community
3.2.1 Provide easier access to streaming platforms of 3MDR programs	Share online content Encourage presenters to promote content online Enable more listeners to hear the live stream through mobile phones	Programming committee	Increase in the number of listeners who are streaming 3MDR content	2023
3.2.2 More promotion of 3MDR to the community	Merchandise Social media Billboards/signage	Staff, volunteers	3MDR becomes more widely known in the community	2023
3.2.3 Develop a stronger connection to our community	Annual events calendar Subscriber only gigs Outreach to new audiences through offsite events Outside broadcasts to new audiences Charge a fee for outside broadcasts where appropriate Pop-up storefront broadcasts	Staff, Tech Team, Events Subcommittee & Volunteers	4 outside broadcasts per year 1 onsite event per year at The Homestead 1 event in the community per year	2024
3.2.4 Leverage current connections	Implement strategies that enable listeners, members and subscribers to be promoters of 3MDR	Staff	Listeners, members and subscribers are more engaged in the station	2025

Goal 3.3 : Build the capacity of our staff and volunteers
3.3.1 Understand what will attract people to get involved in 3MDR	Survey volunteers Encourage participation at volunteer meetings	Staff	Annual survey of volunteers, more volunteers attending meetings	2024
3.3.2 Formalise employment of our staff	Finalise staff job descriptions Formalise agreements with staff Annual professional development plans and appraisals	CoM	Satisfaction of staff with working conditions increases	2023
3.3.3 Offer targeted training to support our volunteers, local musicians and young locals	Provide accessible training for new and existing presenters Offer upskilling to ongoing presenters Organise Repair cafés Sound engineering training for techs and local musos Offer training on how to create podcasts Leverage off industry, VETIS	Staff, experienced volunteers	Volunteers are confident in their roles Number of musicians and sound technicians trained by 3MDR increases	2025
3.3.4 Activate new volunteers and recognise the contributions of all volunteers	Promote volunteer opportunities and roles Undertake efficient recruitment processes Match volunteers’ interests to vacant roles Enable people of all abilities to become volunteers Recognise and promote the achievements of our volunteers Establish a quarterly volunteer newsletter	Staff	Number of volunteers increases, volunteers are retained for longer	2024
3.3.5 Ensure volunteers have a clear understanding of their roles, rights and responsibilities	Develop a volunteer resource plan that supports this Strategic Plan and annual plans, including succession planning for key roles Strengthen communication processes and procedures between staff and volunteers	Staff	Key volunteer roles are filled by suitably experienced people	2024

Goal 3.4: Provide a physical and psychologically safe workplace
3.4.1 Review and update OH&S system	Develop procedures that will prevent and mitigate discrimination, harassment, and bullying. Develop an inclusion plan	CoM	Systems and procedures are developed	Ongoing
3.4.2 Reduce risk of injury	Test and tag electrical equipment Regular inspection of workplace for potential hazards	Staff & Tech Team	No workplace injuries	Ongoing
Goal 3.5: Develop, review and update organisational policies and procedures
3.5.1 Develop and review policies and procedures annually to check relevance, practicality and consistency	Develop a policy review plan Check policies for consistency with the 3MDR constitution Review induction process for new staff, volunteers and committee members Create and regularly review terms of reference for CoM sub-committees and working groups	CoM	Regular monitoring of policy review plan (July 1 2023)	Ongoing
3.5.2 Make everyone aware of our policies	CoM members induction after each AGM includes a briefing on 3MDR policies including policies in development Volunteers are made aware of policies at induction and annually Members are notified when new policies are adopted All policies are uploaded to the 3MDR website	CoM/staff	Number of complaints regarding policies?? CofM Induction Procedure Developed 3MDR website Emails	2023

SUBURB	# 3MDR SUBS / MEMS 2021	SUBURB	# 3MDR SUBS / MEMS 2021	SUBURB	# 3MDR SUBS / MEMS 2021
3MDR BROADCASTING LICENSE AREA				OUTSIDE 3MDR LICENSE AREA
CARDINIA		YARRA RANGES
Avonsleigh	6	Belgrave	20	Rest of Victoria	254
Emerald	28	Belgrave Heights	6	Tasmania	11
Gembrook	5	Belgrave South	2	NSW	3
Guys Hill	0	Ferny Creek	6	Qld	3
Clematis	6	Kallista	3	SA	1
Cockatoo	7	Kalorama	2	WA	2
Dewhurst	1	Macclesfield	5	ACT	0
Beaconsfield	0	Menzies Creek	10	NT	1
Beaconsfield Upper	3	Monbulk	20	Other	23
Cranbourne	6	Mt Dandenong	3
Nar Nar Goon	0	Mount Evelyn	1
Nar Nar Goon North	0	Olinda	4
Officer	1	Sassafras	2
Pakenham	4	Selby	8
Pakenham South	0	Silvan	3
Pakenham Upper	0	Tecoma	8
Total Cardinia	67	The Patch	3
KNOX		Upwey	33
Ferntree Gully	8	Yellingo	5
The Basin	1	Total Yarra Ranges	144
Boronia	5
Upper Ferntree Gully	9			Total outside License Area	298
Total Knox	23	Total License Area	234	TOTAL MEMBERS 2021	532

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