Fostering community participation for local council events​ using social media

City of Joondalup

The City of Joondalup, situated in the northern suburbs of Perth, Western Australia, is a dynamic local government authority committed to serving its diverse and growing community.

In my role as a Digital Marketing Officer at the City of Joondalup, I was tasked with managing the Council’s digital presence, which included websites, social media channels, email marketing, and digital signage solutions. I was also responsible for ensuring the timely publication of campaign collateral for various Council initiatives. 

Beyond my official responsibilities, I held the role of a subject matter expert in digital marketing, providing valuable insights and recommendations to team members, colleagues, and executive staff across a range of digital projects.

One of the key projects I worked on was the redevelopment of the Leisure Centre’s website. Collaborating with the Leisure Services management team, I provided advisory services for procurement, vendor selection, and technical delivery. An essential aspect of this project was integrating advanced behavioral tracking within the user interface to enhance business reporting and provide detailed insights. I also played a pivotal role in planning and executing successful digital campaigns such as “Dogs Day Out” and “Joondalup Festival.”

 For the “Dogs Day Out” campaign, I strategically planned for additional ad variants, allowing us to maintain high engagement even after the initial promotion phase. By replacing content as engagement dropped, we achieved a significant increase in impressions and reach. The campaign exceeded expectations, boasting an impressive 17.23% engagement rate. The “Joondalup Festival” campaign also saw significant success, with an 11% engagement rate. To maintain this success, I procured additional media assets and replaced existing ad content during periods of performance decline.

The “Dogs Day Out” campaign, with a budget of $1,000, reached a unique audience of 112,660 people, generating 12,419 interactions. The campaign drove 3,345 visits to the website with a CTR of 1.34% and CPC of 23 cents. Similarly, the “Joondalup Festival” campaign achieved a strong engagement rate, and the strategic content replacement led to an upswing in performance. This approach significantly improved impressions and reach. 

My role as a subject matter expert extended to advising on various digital projects, including planning for public website redevelopment, transitioning to electronic rates notices for residents, designing community consultation processes, guiding project delivery for collaborative efforts, and evaluating and briefing senior executives on digital transformation projects and emerging trends. These experiences have honed my expertise in digital marketing and have contributed to the success of the City of Joondalup in reaching its digital marketing goals.

Picture of Joff Crabtree

Joff Crabtree

Digital experience specialist in Perth

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