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Bringing Print to the Digital Space

About the Client and their Problem

The Balmain Rozelle Chamber of Commerce is a not-for-profit organisation with a mission to support local businesses and represent their views across government, community, and industry levels. Its members are business operators and owners in Balmain, Rozelle, East Balmain, Birchgrove, White Bay and Lilyfield. 

In 2020, the Chamber launched a quarterly print magazine, Darling, which showcases and celebrates local businesses. The publication is distributed to 20,000 households and businesses and has multiple stakeholders in the government, business and retail sectors. 

The Chamber engaged us to establish a clear online social media presence for Darling to deliver an advertising package that would increase revenue and drive membership sales.

Darling-Magazine-Sample-Instagram-Grid

Delivered Strategy

Due to the uncertainty of the program’s success, the client was conscious of its budget. We needed to deliver a strategy that wasn’t reliant on paid ads yet allowed for quick local penetration.

Darling has strong community support from its readers, so our focus was to build upon this through organic activities on Facebook and Instagram. 

We ran a series of daily competitions, which totalled 42 over two months, to boost engagement with our pages. Through our network, we secured good quality items from businesses in return for promotional posts.    

We realised we needed to create a digital brand aesthetic to bring the content together and make it identifiable. The online aesthetics needed to be simple enough to suit various image styles and content matters but specific enough to align with the general look and feel of the print magazine. 

Our graphics team created an overlay in different formats and brand colours, which could easily be added to images supplied by sponsors.  

“Ben reinvigorated our Instagram account and we’ve seen great organic growth and engagement since.”  Annelie, Cofounder Darling Magazine 

RESULTS

darling magazine story 13
darling magazine story 1
darling magazine story 2

How we delivered this

  • Focus Content Planning Package
  • Content Creation Package
  • Competition Add on