For one of our not-for-profit clients, community perception became a key focus after some local residents voiced concerns about the inconvenience of the organisation’s presence in their area. While the organisation had long been creating meaningful change through its programs, both locally and across Melbourne, it became clear that more needed to be done to raise awareness and build positive brand sentiment.
Rather than shy away from the feedback, our client saw it as an opportunity. They wanted to showcase the real impact of their work and help the community better understand their contribution.
Creating the Right Campaign Mix
To help shift public perception and highlight the organisation’s positive contributions, we rolled out a multichannel marketing campaign that connected with people across a range of platforms.
Our strategy included:
- Organic and paid social media to tell authentic stories and build community engagement.
- SEO and Google Ads to ensure the organisation’s message was discoverable and visible.
- LinkedIn outreach to help spread the word.
The Result
This approach didn’t just raise awareness, it also generated valuable earned media, including a feature article on news.com.au and a Reddit thread packed with positive community responses. Seeing people share their appreciation and support for the organisation’s work was a powerful indication that sentiment was shifting in the right direction.
The client was pleased with the results, and our team was equally proud of what we achieved together. It was a real team effort and a great example of how a well-planned multichannel campaign can deliver meaningful outcomes.
