Bushfire recovery assistance for small business

Bushfire recovery assistance for small business

Driving grant applications through storytelling and stakeholder engagement.

We know positive, relatable stories that tangibly demonstrate benefits for business work best. 

Client
Business Victoria
Project Category
PR & Media Relations
Project Expertise
Media relations
Stakeholder management

The Brief

To help Victorian small businesses recover from the 2019/20 bushfires, the Victorian government announced a range of support services including a Small Business Bushfire Recovery Grant of up to $50,000, Small Business Bushfire Support Grant of up to $10,000 and a Business Recovery Advisory Service.

Small Business Victoria needed to increase uptake of both the grants and advisory service, particularly in two priority regional locations that had been most impacted by the bushfires.

Idea

Think HQ worked with Small Business Victoria to create a Community Toolkit – essentially a digital stakeholder pack tailored to the two key regions.

We know positive, relatable stories that tangibly demonstrate the benefit of the grants and advisory service for small business work best. 

As such, case study storytelling was used to highlight the opportunities available. Think HQ interviewed two local business owners who had benefited from the grants and advisory service. 

Through stakeholder engagement and targeted media relations we shared their success stories on trusted third-party channels that encouraged other small businesses to do the same.

Trusted stakeholders from across the business and community sectors were also equipped with print, digital and social assets and a video case study to distribute content to priority audiences, who may be less inclined to seek out information themselves.

Outcomes

The stakeholder engagement and media relations activity was a success. Highlights included:

  • Since launching in December 2019, 1,241 of the total 3,302 business engagements were made between 23rd October and 11th December 2020 following the eDM distribution and media activity.
     
  • Applications for the Small Business Bushfire Recovery Grant of up to $50,000 increased from 1 on average per week to 4 per week following the eDM. Later declining to 2 per week.
     
  • Website traffic to the Bushfire Recovery homepage increased from approximately 50 monthly unique page views to approximately 300 monthly unique page views after the stakeholder pack was distributed on Tuesday 29th October.
     
  • Website traffic to the Business Recovery Advisory Service page increased from approximately 100 monthly unique page views to approximately 145 monthly unique page views after the stakeholder pack was distributed on Tuesday 29th October.
     
  • We secured coverage in three local media titles across print and broadcast (radio) including ABC Goulburn Murray.