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Regional Development Australia: Riverina

Client

Regional Development Australia: Riverina

Timeframe
5 month roll-out
August-December 2018

Budget
$140,000

Ongoing
12 month retainer
July 2018-19

RDA Riverina is a non-profit, community-based organisation who represent local communities, businesses and local government including the Country Change initiative which helps people make the move to the Riverina region.

PROJECT CASE STUDY

In 2017, RDA Riverina (a NFP) embarked on a revamp of their Country Change (CC) initiative, after a 4-year period of stagnation.

With a focus on attracting people to move to the Riverina, the project involved creating a marketing strategy and collateral to tell compelling, real-life stories to help people make a choice to make a lifestyle change. The project involved 9 Local Government Authorities as direct stakeholders.

In the months leading up to the Collective’s official launch in August 2018, there was a steady stream of customers through Ebony’s studio and sales were doubling every month.

Client

Regional Development Australia: Riverina

Timeframe
5 month roll-out
August-December 2018

Budget
$140,000

Ongoing
12 month retainer
July 2018-19

RDA Riverina is a non-profit, community-based organisation who represent local communities, businesses and local government including the Country Change initiative which helps people make the move to the Riverina region.

PROJECT CASE STUDY

In 2017, RDA Riverina (a NFP) embarked on a revamp of their Country Change (CC) initiative, after a 4-year period of stagnation.

With a focus on attracting people to move to the Riverina, the project involved creating a marketing strategy and collateral to tell compelling, real-life stories to help people make a choice to make a lifestyle change. The project involved 9 Local Government Authorities as direct stakeholders.

In the months leading up to the Collective’s official launch in August 2018, there was a steady stream of customers through Ebony’s studio and sales were doubling every month.

OBJECTIVES

Promote the ‘re-launch’ of CC and the Expo

Promote the overall work of CC with Industry stakeholders

Inspire people to take action (find out more, share with family/friends, and/or make a country change!)

Tell the inspiring stories of people who’ve moved to the region

Create a product range that could be rolled out over 5 months but lasts for a minimum of 2 years

Build brand awareness and an engaged social media audiences

Provide training to LGA’s to ensure engagement and follow-through

ZOOM

The background and preparation work.

Meeting with the RDA Riverina team, we zoomed in on the brief to uncover and unearth what they really wanted to achieve through the re-launch.

Given they were using stakeholder (LGA) and State funding, it was imperative that we had a clear and measurable strategy.

FOCUS

Creating avatar profiles.

We knew that not everyone in metropolitan areas would be interested in moving to the Riverina, so rather than wasting advertising dollars casting a wide net, we narrowed down on the ‘pain points’ of certain types of people by age/stage of life, profession etc, and how these aspects affected their decision-making process.

This allowed us to set a language and establish key messages to ensure the campaign spoke to these people in a much deeper way.

SET

It’s all about the strategy

Through the above process, we devised the ‘It’s time’ campaign. A positively-focused promotion to get our audience dreaming about what a country change would look like for them.

Whether it was more time with the kids, starting a business they had always dreamed of, retiring or making a career change, we wanted to get inside the hearts and minds of our audience.

With a limited spend-budget, we decided that targeted Facebook ads were the best value for money and would allow us to track, measure and compare. Having clear reporting numbers was essential for acquittal purposes.

From here, it was all about creating cut-through content…

PRODUCE

Bespoke campaign branding

With the launch of the inaugural Country Change EXPO we needed to create some new branding to start the marketing of the event.

Along with the logo, which was a sub-brand of the Country Change logo, we created print collateral (poster and flyer) and social media banners.

(click to enlarge images)

WEBSITE & SOCIAL MEDIA REFRESH

We overhauled and took over their social media platforms
and went to town with our strategy.

Activities included:

Building a new engaging website - focusing on functionality and storytelling

Review, revise and create new website copy

Create a Country Change Expo landing page to capture email funnels – and creating the funnels

Create an interactive map to click through to LGA’s profile

country change website

VIDEO AND TV COMMERCIAL

We spent 2 weeks on the road, creating a video series promoting the Riverina region as a place to live, play and invest!

Each of the 9 LGA’s had an individual video profile created, which were then used for Facebook ads and featured on each of their town’s CC web profile pages. The scenery and stories were just magical…

Promo Videos

Making a Country Change to
the Snowy Valleys
Making a Country Change to
Murrumbidgee
Making a Country Change to
Cootamundra – Gundagai

CONTENT

This included a case study pack with the following:

Articles and blogs - Compelling stories and imagery reflecting the unique people and communities we visited.

Social media collateral (images and/or video) & short testimonial breakouts

PR/MEDIA MANAGEMENT

This was about crafting a message that local and national media agencies would be interested in.

We also produced an Electronic Press Kit which included clean video sound bites from key talent and professional, hi-res imagery – making it easy for news agencies to tell the story.

200 DAY RESULTS…

Video views:

Includes organic and paid advertising to very specific demographics and audiences on Facebook only

44.2k minutes viewed compared to previous 211 minutes

117.7k video views

Video Views up 31,701% ! 100%