CHALLENGE

The $100,000 allocated campaign budget (co-funded by the NSW State Government) was to cover significant campaign establishment costs as well as reach a highly targeted national audience with measurable outcomes. 

METHODOLOGY

A full creative, marketing and social media strategy was developed. Endorsements by industry leaders were captured through video interviews in Canberra, Sydney and Parkes. They powered communications on a variety of channels including a dedicated micro-site, press releases, advertising via industry journals (some print but predominantly online), targeted e-marketing, editorial, and a 28 page Prospectus. An independent media buyer was briefed to deliver maximum reach for investment and the communications were highly targeted, not just to appeal to the manufacturing and logistics sectors, but to the decision makers themselves. 

SOLUTIONS

A suite of 9 videos with additional cut downs for social media were produced along with a comprehensive image library. Colourful icons that reflected Parkes branding were designed for print, online and social media. Every piece of communication directed consumers to ‘download the Prospectus’. This drove traffic to the micro-site, where visitation was measured.

"Stop the advertising,

I can't handle anymore calls!"

Kent Boyd

General Manager Parkes Shire Council

Most importantly, the qaulity of enquiry was extremely high.

RESULTS

3,266 clicks through to website.
3.2 minutes Average time spent browsing parkeshub.com.au

4.2 minutes Average time spent reading flipbook Prospectus.

23,800 video views.