City of Melbourne – Smart Blocks

Energy efficiency campaigns have been notoriously difficult to convert into results. At Communications Collective, we were able to turn a city-wide awareness campaign into new clients for City of Melbourne’s Smart Blocks program.

Background

Developed in partnership between City of Sydney, City of Melbourne and Strata Community Australia, Smart Blocks is a national program helping apartment owners improve the energy efficiency of their apartment buildings.

The vision to become a carbon-neutral city by 2020 saw City of Melbourne launch a rebate initiative to invigorate the Smart Blocks program, and so they commissioned Communications Collective to create a public relations campaign that would raise awareness and ultimately drive Smart Blocks sign-ups all over Melbourne.

Strategy

With awareness-raising and conversion at the heart of the strategy, Communications Collective planned and executed a tailored city-wide engagement program and integrated public relations strategy.

Our experience allowed us to successfully manage a complex and multi-faceted campaign that included thorough social media engagement, placements in top-tier media and the leveraging of existing networks of campaign ambassadors and media partners.


Outcomes

We used our experience in social media to utilise each platform and saw our content engaged with by residents, community members, city councillors and the media, reaching a potential audience over 5.5 million. Our long-standing relationships with media secured 25 editorial pieces in local, industry and mainstream media and carried an equivalent advertising value of $750,000.

Over 80 Melbourne apartment buildings signed up to the Smart Blocks program during the campaign period and visits to the Smart Blocks website increased by 112 per cent, achieving the campaign KPI’s and then some.

Services provided:

Strategy
Copywriting
Media relations
Government relations
Stakeholder management
Online communications
Social media strategy and engagement