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Objective

To undertake a comprehensive review of marketing and engagement and develop a clear, integrated marketing strategy for the Town.

Project

In-depth research and analysis across seven key areas, followed by the development of a new whole-of-council marketing and engagement strategy.

Results

Delivery and adoption of a comprehensive, future-focused marketing strategy to guide communications, engagement, brand, and measurement across the organisation.

Following the success of the We Need Your Views community engagement campaign, we were again engaged by the Town of Bassendean to conduct a wholesale review of their marketing and engagement activity. This involved a structured assessment across seven key areas:

  1. Community perceptions
  2. Internal review
  3. Community engagement
  4. Digital review
  5. Social media review
  6. Visual brand review
  7. Local government best practice review

The first phase was an intensive research and data analysis process. We collated and analysed existing marketing, community engagement, and internal communications activity, while also benchmarking against best practice from other local governments.

Detailed reports were produced for each of the seven areas, outlining key findings and clear recommendations for improvement and growth.

Building on this foundation, we developed a new, integrated marketing strategy. The objectives of this strategy were to:

  • Increase opportunities for the community to engage with Council
  • Ensure communications are personal, simple, honest, responsive, and accessible to all
  • Modernise, standardise, and streamline marketing and communications
  • Strengthen and consistently apply the visual identity across all activity
  • Establish clear measurement and evaluation for ongoing marketing performance

At the time, Council was navigating rapid technological change and the introduction of multiple new communication channels, which had created complexity and fragmentation.

Our strategy provided a cohesive framework to control, coordinate, and manage internal communications, brand and visual identity, community engagement, websites, social media, direct marketing, outdoor media, advertising and PR, networks and partnerships, project marketing, and centralised budgeting and planning for marketing and research.

The strategy unified these elements under an overarching vision we defined as a “connected council and community.”

This positioned marketing and engagement as tools to bring Council closer to its residents and stakeholders, fostering transparency, responsiveness, accessibility, and meaningful participation.

Delivered over approximately one year, this comprehensive strategy was formally adopted by Council and became the guiding framework for their ongoing marketing and engagement activity.

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