Project Description

Regional Australia Institute/Google Australia

Situation:

  • Regional Australia Institute (RAI) sought to build its profile as the country’s leading independent research and policy think tank
  • OPF Consulting (OPF) was appointed to help position them as the number one authority on regional issues

Tasks undertaken:

  • Conduct a comprehensive audit of current digital infrastructure
  • Analyse performance and effectiveness data
  • Make recommendations for improved user experience
  • Collaborate with RAI researchers and policy teams to design a solution to meet internal user requirements
  • Undertake a comprehensive website redevelopment including the migration of hundreds of pages of content and the integration of a 2,000+ page research library
  • Test proposed solution with internal and external users prior to site launch
  • Develop several communication initiatives which involved the creation of campaign micro sites to drive increased awareness and engagement
  • Ideate and develop a partnership between Google Australia and the RAI to deliver a successful program to focus on digital online heroes in regional Australia
  • Develop a comprehensive online presence for the campaign to host, manage and promote the initiative Australia wide, with a specific focus on regional engagement
  • Launch the national competition to thousands of regional businesses, targeting some of the industry’s leading bodies
  • Appoint an expert panel (including then Deputy Prime Minister Warren Truss) to identify and select finalists and fly them to Sydney for a money-can’t-buy business growth experience, leveraging the capabilities of both the RAI and Google Australia
  • Tell the stories of innovation and digital leverage, which facilitates the success of the ten finalists to the rest of the country, to demonstrate the formidable force, diversity and capability of regional businesses.

Results:

  • The redeveloped RAI website was launched to widespread positive user response with increased traffic and user engagement
  • OPF delivered a comprehensive online campaign for the Google initiative including a highly successful and engaging interactive web presence
  • The campaign attracted several hundred submissions from regional businesses across Australia
  • OPF communicated the story of the ten exceptional finalists, and the broader achievements of regional businesses everywhere, through national print, radio, television and online coverage, including in The Australian and on the Prime Seven Network
  • Google was so impressed with the program they have agreed to re-run the Regional Online Heroes campaign in 2016.