OPF Consulting

St Vincent de Paul Society

It started as a four week strategy

St Vincent de Paul Society National Council of Australia, tasked with delivering round two of the Australian Government’s Drought Community Support Initiative, needed to increase the volume of applicants for funding from 290 a week to 600 per week. Although traditional marketing efforts had been deployed, applications had slowed down and the deadline for applications was rapidly approaching (December 2020 was the original cut off).

The SVDP appointed OPF to implement a one-month trial of social media advertising to see if the number of applicants would increase using this tactic. The four-week strategic approach OPF implemented included a targeted, cost efficient social media marketing campaign to reach farmers, farm workers and farm suppliers/contractors in 90 Local Government Area (LGA) across every state and territory in the country, with 26 identified as high priority.

Recognised by the Australian Government

OPF deployed the 90 digital advertising campaigns across Australia with refined geotargeting to a radius surrounding and including the individual towns/postcodes within each LGA. In its first month, OPF’s campaign was so successful, the applications received exceeded the target set by SVDP. OPF was asked to continue their DCSI digital advertising.

Every month, the applications received from the  LGAs, OPF was targeting would meet or exceed their quota so SVDP would nominate new LGAs for OPF to advertise the initiative.

Due to this overwhelming success, the Australian Government extended the campaign, which was originally supposed to conclude in December 2020, to the end of June 2021.

Client

St Vincent de Paul Society
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