The Seniors Card scheme is conducted by
Ageing, Disability and Home Care, Department of Family & Community Services (ADHC). Any reference to 'Seniors Card' shall mean and include any reference to ADHC.
The Marketer must provide a campaign brief and an example (draft PDF or printed copies) of the special offer material sought to be promoted to NSW Seniors Card members (Campaign Material), at least 3 weeks prior to the campaign.
The Seniors Card logo must not be used in any printed Campaign Material. The Seniors Card Welcome Here logo (the Welcome Here Logo) (available from Seniors Card in .eps format), may be used in the Campaign Material, provided that the following text is printed alongside the Welcome Here Logo:
Seniors Card Member Benefits: (Business Name) participates in the NSW Seniors Card 'Member Benefits Program' and is authorised to use the Seniors Card Welcome Here logo. Seniors Card does not endorse or recommend any offer, product or service in the Member Benefits Program, and is not a party to any offer made by (Business Name)
The Campaign Material is subject to approval by the Director of Events & Communications, Ageing, Disability and Home Care, Department of Human Services NSW (ADHC). Final artwork must be approved prior to printing. ADHC reserves the right to refuse any Campaign Material. Marketers will be notified via email within 2 weeks of receipt of the creative for approval.
The Marketer warrants that the Campaign Material is not likely to mislead or deceive any recipient and complies with all of the laws of Australia and NSW. All disclaimers must be at least 8pt.
The Marketer indemnifies the State of NSW against all liability, costs or expenses (including legal costs and expenses on a full indemnity basis) incurred by ADHC by reason of the Campaign Material not complying with these Terms and Conditions, or incurred where ADHC receives any allegations or complaints about the Campaign Material. If the marketer is using a promotional medium that includes postage a separate DL Disclaimer Flyer must be printed and included in the mailing (standard flyer available for ADHC in PDF).
The Marketer consents to ADHC making enquiries to and exchanging information with the Office of Fair Trading and other authorities regarding the Marketer’s trading activities and any other matters relevant to the campaign.
Tips for Marketing to NSW Seniors Card Members
Brochure design
Set main body text in capitals and lower case. Normal sentence case
is easier to read than block capitals.
Set text at a minimum of 12-point type where possible.
Ensure margins are flush left and ragged right. This is easier to
read than fully justified text.
Use simple typefaces like Arial or Helvetica.
Avoid printing text over the top of photographs or graphics. Text
is easier to read if it is on a plain background.
Seniors feel between 10 and 15 years younger than their actual age,
so it is important to include aspirational pictures.
One third of older Australians were born overseas, so it is a good
idea to use images that reflect cultural diversity.
Portray seniors in intergenerational situations. Older adults are
part of society and families and like to be seen that way.
Website design
Use a sans serif typeface such as Arial and avoid novelty typefaces.
Use at least 12-point type and allow users to increase size.
Avoid yellow, blue and green in close proximity. These colours
can be difficult for older people to discriminate.
Avoid patterned backgrounds. Use dark type against a light background
or white lettering against a dark background.
Break lengthy documents into shorter sections and organise content
in a standard format.
Use a consistent layout and have navigation buttons in the same place
on different pages.
Provide textual alternative for all images, using the HTML's alt attribute,
for screen reading software and when images are not displayed.
Avoid tightly clustered links not separated by white space.
Drop down menus and dynamic menus can cause problems for seniors who
do not have steady mouse use.
Use different colours to distinguish between visited and unvisted
links.
Use of language
Do let older people know that you value their wisdom and experience.
Do use preferred terms like 'seniors' and 'older people'.
Don't describe older people as 'geriatric', 'the aged' or 'the old'.
Don't use terms like 'grannies', 'wrinklies', 'geris' or 'oldies'.
Selling to the Seniors market
Offering a seniors discount is a welcoming gesture and makes seniors
feel like a valued customer.
Add personal touches to enhance the quality of experience and in
turn value for money.
Ensure staff know your Seniors Card offer and are able to answer
questions about your product and service.
Seniors don't like being treated as if they are 'all the same'. Older
people have different backgrounds and beliefs and like to be treated
as individuals.
Get value from your participation in Seniors Card
Display your Seniors Card window stickers - card members look out
for them.
Use the Seniors Card Welcome Here logo in your marketing collateral as well as in your local paper and Yellow Pages ad.
If you would like a high resolution logo for your marketing or advertising collateral please email business@seniorscard.nsw.gov.au
Tell your customers what your offer is - it makes them feel welcome
and saves them having to ask for their discount.
Promote your offer to over 980,000 Seniors Card members through the
annual Discount Directory.
Take advantage of free promotional opportunities such as special
offers and competitions.
Do you have a marketing tip that you would like to share
with other Seniors Card Business Partners? If so, email business@seniorscard.nsw.gov.au
Participating Business with a Shop Front
The Business Provider:
agrees to display the Seniors Card Welcome Here Logo in a prominent place in all business outlets that participate in the agreed Offer, and not to do so in those outlets, which do not participate;
agrees to be included in the Seniors Card website (www.seniorscard.nsw.gov.au) business listings, free of charge;
agrees to be automatically listed in the Seniors Card Discount Directory (if business/outlets are located in NSW and offer 10% or more discount), free of charge; ADHC accepts no responsibility for the content, contact details of the participating business listing, this is the responsibility of the participating business to review and confirm to be correct; if there are more than 10 outlets under one business, only one central number will be printed (phone number under main contact details);
agrees to be provided with an opportunity to buy advertising space in the annual Seniors Card Discount Directory produced by ADHC;
shall not represent that ADHC or its contractors are the Provider or supplier of the Offer and acknowledges that ADHC or its contractors are not responsible for any unsold stock nor do they make any representation that any minimum number of sales will result from the program;
agrees that ADHC does not warrant the provision of any services or the supply of any goods by an advertiser or their agency as a result of a listing on the Seniors Card website or an advertisement in the Seniors Card Discount Directory;
shall not be entitled to use the ADHC name or otherwise refer to ADHC in conjunction with the Offer in any other way concerning its business or otherwise except with the prior written consent of the Department;
accepts responsibility for and warrants that it will ensure that the Offer is readily available to Seniors Card members for a period of at least 12 months commencing with the application date and with an option to renew at the publication time of the annual Discount Directory if both parties agree;
warrants to ADHC and its contractors that the Offer will conform with the description above, that products or services sold shall be free from defects in materials or workmanship and will be fit for the purposes for which the Offer is purchased by the customer and that no other Offer may be substituted without prior written approval;
agrees to keep ADHC and its contractors fully indemnified against all costs (including legal fees), claims, damages and expenses incurred by ADHC and/or its contractors in connections with any failure by the Provider to perform its obligations under this Agreement and/or in connection with the supply or any failure to supply this Offer;
agrees that ADHC and its contractors will not be involved in disputes between customers and the Provider;
consents to the making of enquiries and the exchange of information with the Office of Fair Trading and other authorities regarding its trading activities and any other matters relevant to this application;
agrees that business membership in the Card ceases when the Offer is withdrawn or is no-longer available to card holders and all Seniors Card logos will be immediately removed or withdrawn from display or from advertising material;
agrees that membership may be withdrawn by ADHC at any time at ADHC's sole discretion;
acknowledges that ADHC can refuse at its total discretion to admit to the scheme applicants who have an unfavourable record in relations to consumers and in particular vulnerable consumers.
acknowledges that ADHC, NSW Seniors Card has the right to refuse artwork supplied by participating businesses or their agencies taking part in any marketing opportunities (such as Direct Mail, Electronic Direct Mail, eNewsletter Advertorials, Online Advertising & Inserts in New Member/Remake packs);
The Department of Family Community Services, Ageing Disability and Home Care, NSW Seniors Card does not accept any responsibility for any errors, omissions or inaccuracies that may occur during general broadcast of EDM’s or eNewsletters.
Participating Business operating Online or without a Shop Front
The Business Provider:
agrees to be included in the Seniors Card website (www.seniorscard.nsw.gov.au) business listings, free of charge;
shall not represent that ADHC or its contractors are the providers or suppliers of goods or services (“the Products”) offered by the Business Provider to Seniors Card Members (“the Offers”);
agrees to be automatically listed in the Seniors Card Discount Directory (if business offer 10% or more discount), free of charge; ADHC accepts no responsibility for the content, contact details of the participating business listing, this is the responsibility of the participating business to review and confirm to be correct;
agrees to be provided with an opportunity to buy advertising space in the annual Seniors Card Discount Directory produced by ADHC;
acknowledges that ADHC and its contractors are not responsible for any unsold stock of the Products or do not make any representations that any minimum number of sales of the Products will result from participation in the Business Provider’s Seniors Card campaign;
acknowledges that ADHC does not endorse, recommend, represent or guarantee any Product offered by the Business Provider.
shall not be entitled to use ADHC’s name or otherwise refer to ADHC in conjunction with the Offer in any other way concerning its business or otherwise except with the prior written consent of ADHC;
accepts responsibility for and warrants that it will ensure that the Offer is readily available to Seniors Card Members for the Campaign Period 12 months commencing with the application date and with an option to renew at the publication time of the annual Discount Directory if both parties agree;
warrants to ADHC and its contractors that the Offer will conform with the description above, that products or services sold shall be free from defects in materials or workmanship and will be fit for the purposes for which the Offer is purchased by the customer and that no other Offer may be substituted without prior written approval;
agrees to keep ADHC and its contractors fully indemnified against all costs (including legal fees), claims, damages and expenses incurred by ADHC and/or its contractors in connections with any failure by the Provider to perform its obligations under this Agreement and/or in connection with the supply or any failure to supply this Offer;
agrees that ADHC and its contractors will not be involved in disputes between customers and the Provider;
consents to the making of enquiries and the exchange of information with the Office of Fair Trading and other authorities regarding its trading activities and any other matters relevant to this application;
agrees that business membership in the Card ceases when the Offer is withdrawn or is no-longer available to card holders and all Seniors Card logos will be immediately removed or withdrawn from display or from advertising material;
agrees that its participation in the Business Provider’s Seniors Card campaign may be withdrawn by ADHC at any time at ADHC’s sole discretion;
acknowledges that ADHC can, in its absolute discretion, refuse to admit to the online Seniors Card directory, any applicant who has an unfavourable record in relation to consumers, in particular vulnerable consumers.
acknowledges that ADHC, NSW Seniors Card has the right to refuse artwork supplied by participating businesses or their agencies taking part in any marketing opportunities (such as Advertising, Direct Mail, Discount Directory, Electronic Direct Mail, eNewsletter Advertorials, Online Advertising & Inserts in New Member/Remake packs);
The Department of Family Community Services, Ageing Disability and Home Care, NSW Seniors Card does not accept any responsibility for any errors, omissions or inaccuracies that may occur during general broadcast of EDM’s or eNewsletters.
Use the Seniors Card Welcome Here logo in your marketing collateral as well as in your local paper and Yellow Pages ad. 
