Archives: Case Studies
The CHALLENGE:
To drive engagement and ticket sales to the dinners, lunches, workshops, tours and farm gates for the Scenic Rim’s premier event, Eat Local Month.
1
GENERATE
Awareness of the event with consumers
2
Drive
An audience to purchase tickets to the different events
3
Build
An online audience following to support repeat attendance each year
Our Response:
To kick-off the channels that had been dormant for over a year we developed content pillars and a style guide with a clear target audience.
To grow the audience and drive momentum around ticket sales we maintained a high frequency and variety of content including carousels, posts, reels and stories. With events regularly selling out and changing, we maintained a high level of communication with the Eat Local team, staying agile with our approach to ensure content was always relevant and timely.
The Results:
A scaled frequency that picked up pace towards the event dates ensured maximum conversion. Live coverage of the events on the day, created FOMO and ensured 2024 pre-sale was ahead of their YOY average.
Facebook
Total Posts: 78
Total Post Reach: 457K
Total Post Engagement: 6,300
Total New Followers: 1,800
Instagram
Total Posts: 75
Total Post Reach: 270K
Total Post Engagement: 4,800
Total Reach: 80K
Average Engagement: 6%
Total New Followers: 1,372
The challenge:
There’s no doubt, Goondiwindi has been heavily impacted by youth crime – with mainstream media (Courier Mail, Channel 9, Today Show, Sky News, Seven 7 to name a few) broadcasting the devastating impacts of recent crime sprees to the nation. Accordingly, the perception (rightly or wrongly) is that Goondiwindi is no longer safe to visit and their overnight visitor economy is in decline.
The brief was simple – start changing the narrative about Goondiwindi. To do this, our team was engaged to create a communications strategy to build awareness for Goondiwindi and counter the negative coverage with positive news stories about the town.
1
consult
Meet with key stakeholders to understand the issue
2
create
Create key messages that change the narrative
3
plan
Develop a communications strategy and plan aimed at changing perceptions
Our Response:
We developed a proactive PR plan that was anchored to sharing both hard news and softer, human-interest stories about Goondiwindi.
By attempting to balance the scales of the media’s coverage with more positive news stories about Goondiwindi, GRC can expect to stem some of the reputational damage created by media coverage of youth crime.
The strategy aimed to change perceptions about Goondiwindi, by moving the town’s brand awareness from one of default (i.e. ‘don’t go there, it’s not safe’) to one by design (i.e. Goondiwindi starts telling its own stories). To to do this, a PR and earned media approach was proposed, supported by paid media and Council’s own channels. Tactics included but were not limited to: videos, media releases, outside broadcasts, business profiling and award-writing.
The Results:
Our strategy is currently sitting with Council for funding allocation, to commence in July 2025.
It’s acknowledged that changing community perceptions is a long term strategy and will take time to deliver.
The Brief:
To assist Tourism & Events Queensland to bring to life their new tone of voice on Queensland.com, our team were engaged to write category, subcategory and interest pages, applying Queensland’s grounded, soulful and bright traits.
1
DRAFT
Copy that aligned with the brief provided.
2
FINESSE
Tone of voice to ensure it spoke to Queensland’s mind, soul and spirit.
3
OPTIMISE
Copy for the web developers to load directly into the system with H1, H2, H3 codes to provide design cues.
Our Response:
Over the course of three weeks, our team worked with the internal Creative and Content team to publish over 20 pages on the new Queensland.com, with minimal edits and feedback rounds, with the words now live for their millions of unique visitors each year to read.
The Results:
See our words on-brand and in action:
Welcome to Queensland’s Outback and Country
Discover Queensland’s Dinosaurs
The Brief:
To create an editorial calendar of content that speaks to potential travelers to Tropical North Queensland. By combining search volume with FAQs from social media and any key insights from campaigns, Visitor Information Centres or customer sentiment data, we craft angles and compelling content designed to engage the reader with as much energy and vibrance as the destination itself.
1
HOOK
The reader with clickable, search-driven angles, that connect with customers.
2
FEED
The dreaming, planning and booking stages of the travel cycle.
3
KEEP
Audiences on-site, through well-crafted copy that’s rich with internal linking.
Our Response:
In delivering blogs, we follow our signature IDRP methodology.
Our methodology involves starting with inclusions which we write for sign-off, drafting the blog, and revising it based on your feedback through to publishing. For Tropical North Queensland, we file content with a regular content schedule, aligned with key seasons and campaigns.
The Results:
Once the blog is approved it goes live on the website.
Read some of our blogs live below.
Everything You Need to Know About Master Reef Guides
The Ultimate ‘Only in Tropical North Queensland’ Guide
16 Things To Do On Your First Trip To Cairns
The Brief:
To encourage Australians to shop local following the devastating impacts of border lockdowns on The Murray, a region which straddles both New South Wales and Victoria, we created a campaign “Made in The Murray” for people to shop The Murray from their homes.
1
Build
Awareness for the makers and creators in The Murray region.
2
CONVERT
Sales for producers unable to connect with their customers during COVID-19.
3
CREATE
A shoppable platform with a longtail / legacy for the region.
Our Response:
The campaign saw over 30 x retailers listed online (visitthemurray.com.au) on a custom landing page and a social media paid campaign driving traffic to the page targeted at Sydney and Melbourne residents.
We crafted messaging that spoke to when you couldn’t visit The Murray you could still taste it, along with creative assets to link a geographically-diverse region with an even broader offering.
To achieve this, each Local Government Authority (13 total) were invited to submit up to 10 hero images of their operators for the creative execution. Working with our design team, we delivered over 100 pieces of creative to be used on Instagram, Instagram Stories, Facebook, email signatures, Facebook banners and e-newsletters, with the campaign device and tagline created by us, “Made in The Murray”.
The Results:
The paid social media campaign generated more than 10,000 clicks with a CPC of $0.29.
It reached over 240,000 individuals and finished with a CTR of 1.50%.
Most importantly, it generated sales for small businesses who had not been able to trade as a result of lock down!
The idea was so successful, it later became absorbed into Visit Victoria’s COVID-19 campaign “Click for VIC” and the products migrated to their digital platform and campaign.
The Brief:
We were engaged by the event to review the current operations and marketing to create an event marketing strategy that would set the event up for future success. The objectives were simple: create ongoing sustainability and increase viability of the event, which was dependent on volunteer and in-kind contributions to run in its current format.
1
REVIEW
Existing event strategies and documentation to understand the challenges and opportunities.
2
ATTEND
The event to gather guest feedback and understand the operations of the event first hand.
3
PREPARE
An event strategy covering both operational and marketing recommendations to meet the vision of the event.
4
PRESENT
All strategic recommendations to the event committee, council and stakeholders.
Our Response:
Through both desktop research and attending the event, we anchored our strategic recommendations into four key pillars: sustainability, brand awareness, visitation and experience.
Together, these pillars scale up to: drive more ticket sales, talk to new and emerging audiences, nurture existing attendees, create super-fans, build capacity for the event volunteers, foster stakeholder collaboration, and drive more awareness to Texas.
The Results:
The strategy was approved!
The strategy was adopted by the event committee, with actions already underway to improve and build on the 2025 event, putting this much-loved regional event on the path towards event viability.
The Brief:
We were engaged by Australian Regional Tourism (ART) to design a new look website that incorporated a members’ portal. The website aims to facilitate collaboration among industry experts, showcase regional tourism opportunities, and address shared challenges.
1
AUDIT
The existing site and consult with members to understand what’s working, not working and areas of frustration.
2
DESIGN
A new user experience within key brand guidelines, working within the existing WordPress theme.
3
Collaborate
With the chosen web developer on the project working with Figma files for later development.
Our Response:
ART’s website design focused on creating a user-friendly platform that caters to industry experts while maintaining a clean and fresh aesthetic.
The design incorporated intuitive navigation to easily access information about ART’s advocacy efforts, industry development initiatives, and collaborative opportunities.
Key features include a resource center for sharing best practices, a forum for industry discussions, and a showcase of regional tourism success stories. The website’s visual elements reflected the diverse beauty of Australia’s regions, using high-quality imagery and ART’s colour palette.
The Results:
The new website was launched at the 2024 convention.
It replaced their former website which required users to navigate between a front and backend (if they were a member) and is now used as a lead magnet to increase ART’s membership base.
See it live: regionaltourism.com.au
The Brief:
Media Mortar was engaged to deliver a five-year marketing strategy to inspire and drive awareness of the Port precinct along with specific strategies to drive business growth for individual products in the Port of Echuca. These included their historic museum, retail offer, guided tours, functions and events, and paddlesteamer cruise experiences.
1
Research
Conduct desktop and in-person focus groups to understand the current situation.
2
ANALYSE
Analyse existing experiences and activity to identify what’s working and what’s not.
3
CRAFT
Craft a strategy that includes the thinking and the tactics on how to achieve their goals.
4
DELIVER
A comprehensive 5 year strategy with flighting plan so they can get started!
Our Response:
Through both desktop research and in-person focus groups, we developed strategic recommendations to build awareness, increase domestic visitor market and encourage depth of spend with the overarching business goal of increasing revenue.
The five year strategy included:
- Tactical implementation plan and recommended budget.
- Analysis of current visitor experience and identification of opportunities
- Competitor analysis, SWOT and target market research, powered by Localis first-party audience data
- Strategic alignment to state and local tourism strategies
- Brand pillars framework
- Customer journey mapping
The Results:
The strategy was adopted with actions already underway for stage one implementation, putting this historical precinct on the path towards revenue growth and brand awareness nationally.
The Brief:
To help Trident Services Australia combat the impacts of the “Great Resignation” (2022), find staff quickly for key roles and advertise beyond traditional job platforms (e.g. Seek).
1
dESIGN
Design creative that captures attention.
2
ADVERTISE
Advertise on the channels candidates were searching on.
3
CONVERT
Convert potential recruits for critical skills shortages.
Our Response:
We worked with both the Communications, and People & Culture teams to identify key workforce shortages and profiles for suitable candidates.
We used this to then create motivations in line with the brand proposition and benefits of being a Trident employee. We developed a social media paid recruitment strategy that aimed to:
1. Enable brand growth and recruitment sustainability in the long-term
2. Drive website traffic to tridentservices.com.au for job seekers to submit an expression of interest (EOI) and/or apply directly
3. Generate website traffic to third-party job boards (seek.com.au)
The Results:
We rolled-out paid social media advertising with monthly tactical and always-on brand awareness activity.
This paid advertising saw us drive over 1,000 new prospective employees to their dedicated landing pages each month.
Some bespoke, highly geo-located campaigns such as security guards for NYE were so successful, that they were turned “off” early due to positions being filled within 7 days of the 14-day campaign.
Critical skills shortages, filled!
The Brief:
With a shortage of teachers Australia-wide, Brisbane Catholic Education approached Media Mortar to get help to build a strong pipeline of prospective employees (staff and teachers) for the corporate office and their 145+ schools, using LinkedIn and Meta Advertising.
1
GROW
Awareness for working for BCE over any other education employer
2
CREATE
A campaign strategy to reach key audiences across Queensland
3
DESIGN
Ads (both copy and creative) to engage audiences, capture attention and stop the scroll
4
DRIVE
Traffic to the website to find more information
Our Response:
During discovery it was identified that the BCE brand wasn’t often considered amongst their target audience.
In order to achieve our goals, we created a two-pronged approach to firstly build awareness of BCE and their job opportunities, as well as acquire new leads for their HR team to nurture.
We identified four key audiences and did a deep-dive to understand their motivations and pain points when it came to employment. From there, we designed audience-tailored ads using the BCE branding and campaign taglines and developed targeted, geo-located campaigns for each audience on Facebook, Instagram and LinkedIn.
The campaigns ran for 3 months and utilised a mixture of carousel, single-image and video ads to help portray the culture and benefits of working at Brisbane Catholic Education.
The Results:
The campaign generated over 20,000 clicks through to the BCE job landing page – where they could continue on to apply for a job or join the expression of interest forms.
LinkedIn campaigns drove high-quality leads at a cost per click of $1.26 and Meta campaigns were averaging $0.35 per click – proving an affordable way to reach their audience.
The best performing creative was the unbranded content – proving a valuable learning for the next iteration of recruitment advertising
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Media Mortar Office
43 Gloucester St,
Highgate Hill QLD 4101
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