Client
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
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
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:
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…
CONTENT
This included a case study pack with the following:
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