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Case Study: Support Small Business Day 2014

In 2014, Think HQ was contracted to deliver public relations services for the Victorian Government’s second annual Support Small Business Day campaign, after successfully developing and implementing the marketing and communications strategy for the inaugural campaign in 2013.

Working collaboratively with the Department of State Development, Business and Innovation project team, Think HQ again led activity to engage both small business owners and Victorian consumers, to ensure the statewide shopping event was a success.

In 2014, Think HQ activity included:

  • Delivering tailored marketing, media relations and social media support packages to ten nominated Business and Trader Associations across Victoria, to assist them in promoting the campaign to businesses in their local areas
  • Creating and implementing a series of social media competitions, aimed at Victorian consumers
  • Developing campaign media materials, including a media alert and a campaign media release
  • Managing a media partnership with the Leader newspaper network
  • Project managing an ambassador program – including engaging four high profile bloggers/media personalities to develop small business-related content in the lead up to the event
  • Managing the production of campaign video content – including 30-second and 45-second television commercials, and a 15-second ad for YouTube
  • Creating and distributing campaign newsletters to participating consumers and business owners.

There was a strong focus on engaging regional media, with coverage highlights including stories in The Geelong Advertiser, Ballarat Courier, Warrnambool Standard and ABC Local Radio. Additionally, stories appeared in more than 20 individual Leader newspaper titles across Victoria, a ten-part series of daily stories featured in the Bendigo Advertiser in the lead up to the event, and an article ran in The Herald Sun, on the day.

In its second year, the campaign attracted close to 6000 registered participants, with many more Victorians shopping in local small businesses on the day of the event.