Marketing ‘20 hours free’ is misleading

new-zealand-national-party

Mon Mar 12 2007 13:00:00 GMT+1300 (New Zealand Daylight Time)

Marketing ‘20 hours free’ is misleading

Monday, 12 March 2007, 1:37 pm
Press Release: New Zealand National Party

Paula Bennett MP
National Party Associate Education Spokeswoman (Early Childhood)

12 March 2007

“Labour should tell the public immediately how much they’re spending on marketing the ’20 hours free’ policy, when the programme itself is still the subject of sector consultation,” says National Party Associate Education spokeswoman (Early Childhood) Paula Bennett.

“Labour doesn’t even know how this programme will work or how many centres will opt in, yet it appears to be spending tens, if not hundreds of thousands of dollars on marketing. Surely there are more pressing issues to spend scarce education money on?”

Paula Bennett has not yet received reports on the total spend for television advertising, but in answers to parliamentary questions the Education Minister has confirmed the ‘Free ECE Toolkit’ alone has cost $83,000 to produce.

“Most taxpayers would question $83,000 for a glossy kit that deliberately avoids answering the real concerns of the early childhood education sector.”

12,000 of the toolkits were produced. There are about 3,500 ECE centres nationwide.

“But the Minister should also reveal how much he’s pouring into television and other marketing initiatives. Providing information to the public about a new service is one thing, but so far Labour only has a slogan and there is no programme to deliver.”

ENDS

Parliamentary Question 02068

Sent: Friday, 9 March 2007 04:21 p.m.
Subject: 02068 (2007) Published - Education - Normal Reply

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Question: What was the total cost of producing the "Free ECE Toolkit" handbook, broken down by cost of design, printing, photography and any other costs and what was the cost per copy produced?

Portfolio: Education
Minister: Hon Steve Maharey
Date Lodged:01/03/2007

Answer Text: Cost for producing Free ECE Toolkit

Project planning - $1852.50
Creative design and layout (including proof changes) - $13733.75
Photography and image hire - $7130.00
Printing and binding - $58840.00
Distribution - $2046.57
Total $83602.02
Cost per toolkit $6.96 (excl GST)

Attachment: None
Date Received:09/03/2007

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