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Mission Statement |
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Mission Statement Family Friendly Pty Ltd will continue to enhance the lives of families across Australia. By awarding our seal of approval to suitable facilities across the entire range of day to day family activities, we will provide ‘at a glance’ identification with our unique signage and the phrase “Families are always welcome where you see this sign”. Why Family Friendly? Our objective is to take away doubt and uncertainty for families with nationally uniform signage symbolising; ‘this is a welcoming, appropriate, safe and enjoyable venue for you and your family’. We provide Australian families with a comprehensive guide to family related industry via our internet site and provide businesses with advice on attracting, retaining and entertaining more families in their stores. Our long term vision is to become an all encompassing national family directory and advisory service. Market research discovered that an overwhelming amount of parents felt uncomfortable entering stores when they had young children in their care. Fathers especially identified that they would generally return to these stores without their child or simply not return at all. On the other side of the coin, our research indicated that retailers overwhelmingly identified that they were happy to have children in their stores. Retailers keenly understood the discretionary buying power of parents when they felt relaxed and welcome in a store. The Family Friendly Program Businesses who wish to clearly identify themselves as welcoming to families first run through a Family Friendly checklist covering subjects such as pram access, safety, entertainment and staff. This ensures the integrity of all business members and consistent understanding of what families can expect when they enter your store.Qualifying members are awarded the Family Friendly Seal of Approval and the rights to display the seal on site and in advertising. Community education is key to the program and we implement a range of education strategies at our cost for members. Family Friendly will provide a television campaign in your area educating the community about the Family Friendly concept. Following this, we encourage members to participate in a cost share advertisement with other members in your area highlighting “these are the Family Friendly Businesses near you”. The applications of the Family Friendly concept are immense. Our goal is to see parks, beaches, tourist attractions, businesses and even television guides, carrying the family friendly seal of approval nation wide. “Domestic tourism is a major contributor to the Australian economy, with domestic day and overnight visitors spending substantial sums of money on accommodation, food and shopping during their travels.” BTR Tourism Research Report The annual National Visitor Survey, questions over 80,000 people every year on their travel habits. As of June 2004, Australians indicated that they enjoyed 74,356,000 overnight stays. Of those 14,150,000 indicated that they travelled as a family and on average those families spent $488 per overnight trip. Tourism Victoria If you’re not making it clear to families living in and visiting your area that they are welcome in your store, you could be missing out on a major piece of the pie! By registering your business with a network of family friendly retailers, you gain the advantage of cross-pollination advertising. Many well known businesses are displaying the Family Friendly Seal of Approval familiarising the public with the program and in turn, your business. The vision of our future Whilst Family Friendly is a business, we also see ourselves as a community service. We are proud to have begun associations with several community groups and ‘Early Years Initiatives’ and aim to be an integral part of their future success. Our vision is to create a nationally recognised symbol for families to use as an invaluable tool for planning day trips, holidays and everyday needs. Applicable to so many more fields than just retail, we are also developing in areas such as Tourism, Festivals and Events and Public Spaces such as parks and beaches.
Our business is Family Friendly! Family Friendly Pty Ltd
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