Marketing & Communications Projects x 2
Background
Regional Development Australia Barossa Gawler Light Adelaide Plains
Regional Development Australia (RDA) is a non-government, not-for-profit national organisation that supports regional economic development and community networks across Australia. In South Australia, eight RDA agencies operate, including Regional Development Australia Barossa, Gawler, Light and Adelaide Plains (RDABGLAP), which collaborates across Adelaide's northern communities with federal, state, and local governments to strengthen local economies and communities.
RDABGLAP’s core objectives support local businesses through tailored services and educational initiatives that drive regional investment and advocate for government projects to enhance the region’s long-term development strategies. Community-focussed RDABGLAP's work engages key industry stakeholders across tourism, hospitality, education, agriculture, viticulture, and winemaking sectors, supporting job creation and upskilling local communities.
Overview (1)
As Marketing & Communications Officer at Regional Development Australia Barossa Gawler Light Adelaide Plains (RDABGLAP), I supported digital communication activities to strategically ensure messaging aligned with the organisation's values, brand style (voice and tone), and strategic goals, while raising awareness and advocating for Local, State, and Federal funding and partnership opportunities to enhance RDABGLAP's capabilities.
My work included creating website content using visual and written media design elements, with editorial, design, and AI expertise to support factual, authentic storytelling.
I developed, scheduled, and reviewed content across five social media channels, creating and following briefs that engaged audiences through targeted keywords, interactive call-to-action buttons/links, and visual storytelling.
I contributed to weekly newsletters (eDMs) connecting with and informing stakeholders about community services, educational programs, and collaborative networking opportunities.
My marketing and communication efforts extended to RDABGLAP's student enterprise: Barossa Regional University Campus (BRUC), working to project briefs while ensuring content reflected BRUC's brand voice across social media, website, blogs, and newsletters. Key communication priorities included:
B2B Support Program
Barossa Regional University Campus
Regional Leadership Program
Grants and funding opportunities
Economic development updates
“Our mission is to support the growth and development of the Barossa Gawler Light Adelaide Plains region by identifying local challenges and economic opportunities. We aim to be the guide that helps businesses and communities thrive in our region. ”
Social Media Works
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Seminar Invitation
Working with RDABGLAP and its State and Local Government initiative, I developed and executed a targeted digital media campaign promoting the Reserve Bank of Australia and its guest speakers, translating complex economic insights into clear, accessible messaging for small business (B2B) target audiences.
Working within the project brief, I developed concise written and visual assets for multiple platforms, elevating key stakeholders and ensuring consistent, effective communication.
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Business Training Event: AI Workshop
This social media campaign promoted an upcoming online event, inviting ticket holders to attend the Adelaide Business Hub webinar, “Taming the Robot: How to Make AI Work for Your Business,” highlighting practical AI use for communication and marketing professionals in devising content that protects their brand’s voice and values ethically.
The brief required clear, concise creative copy that communicated key details: date, time, cost, and registration.
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Community Feedback Request
In support of The Light Regional Council’s proposed $40–50M tourism precinct in Kapunda, I developed a targeted digital news story that included two call-to-action tabs, providing stakeholders with direct access to the project, information and surveys.
By adapting the original news story into a strategic digital campaign, I demonstrated RDABGLAP’s support and enhanced reach while facilitating informed community engagement.
Website Works
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Farm Support Advocacy
This article was created to highlight the Federal Government’s Farm Household Allowance (FHA) initiative with funding opportunities supporting eligible farming families to manage financial pressures.
Working to the project brief and company’s brand style guide, clear and factual communication was needed to highlight key points, and direct audiences to the Federal Government webpage.
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News Blog
This blog highlights a significant news story following the South Australian Government’s release of the Greater Adelaide Regional Plan.
I developed a 500-word website blog, using clear paragraph titles to structure micro-storytelling opportunities, and applied bullet points with concise sentences to emphasise key facts and keywords for clarity and reader engagement.
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Country Cabinet Event
This article demonstrates RDABGLAP’s role in supporting local economic and educational initiatives by collaborating with stakeholders at a community event to enable SA Government leaders to share insights on infrastructure, workforce growth, and advocacy.
Working to a project brief with limited time and visual assets, I developed a media release incorporating direct quotes to strengthen the event narrative, enhance stakeholder visibility, and engage target audiences.
Strategic Communication Project
Overview (2)
The B2B Support Program, facilitated by Regional Development Australia Barossa Gawler Light Adelaide Plains (RDABGLAP), is a government-funded, not-for-profit initiative providing targeted business-to-business support for start-up SMEs across four regional councils. The program connects registered clients with specialist B2B members offering subsidised advisory and training services to enhance business capability and profitability.
Contracted to conduct a strategic communications project for long-term improvements to the B2B Support Program, I identified limited print and digital visibility as a barrier to engagement. Via formative research and a presentation, I provided recommendations to strengthen program accessibility, stakeholder engagement, and regional economic outcomes, including developing an independent identity with print and digital brand assets. Additionally, prototypes demonstrated the value of dedicated social media channels, a microsite landing page, and ultimately, a standalone website.
Our mission is to support the growth and development of the Barossa Gawler Light Adelaide Plains region by identifying local challenges and economic opportunities. We aim to be the guide that helps businesses and communities thrive in our region.
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Our mission is to support the growth and development of the Barossa Gawler Light Adelaide Plains region by identifying local challenges and economic opportunities. We aim to be the guide that helps businesses and communities thrive in our region. 〰️
Strategic Communication Goal
Review and audit the organisation, operational activities and B2B Support Program goals.
Identify key target audiences: publics and stakeholders.
Define current market insights and emerging trends.
Assess existing communication resources and identify areas for development (both tangible and intangible: social media channels, digital platforms, media assets).
Establish communication resources and strategic message tactics for effective engagement.
Provide a cost analysis and framework to strengthen brand growth and member services.
Strategy
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Among extensive formal research, a SWOT and PESTLE analysis provided a clear, evidence-based snapshot of communication activities across the B2B Support Program. The audit assessed the effectiveness of existing digital and print collateral, identified operational risks, and identified targeted communication strategies needed to strengthen engagement with B2B clients, its members, and third-party stakeholders across RDABGLAP’s organisation.
Recommendations:
Develop a new webpage and/or website with a microsite landing page, ensuring integrated call-to-action features are prominent.
Audit and revitalise active B2B member profiles, service offerings, and contact details across print and digital platforms.
Increase B2B Support Program client participation through a targeted social media campaign.
Evaluate digital performance through SEO and social media data analysis, including keyword effectiveness,audience engagement, and content amplification.
Design and implement a stakeholder survey, with authorised feedback used to inform future campaigns.
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Within the B2B Support Program and RDABGLAP’s digital presence across Facebook, YouTube, Instagram, LinkedIn, and the company website, I identified opportunities to enhance the program’s visibility, accessibility, and user engagement.
The audit’s social media channels uncovered limited interaction, with Facebook (2.8k followers), YouTube (30 subscribers, 64 videos, 5,122 views), and Instagram (917 followers, 837 posts) demonstrating minimal likes, comments, and shares, while LinkedIn (3k followers) presents the greatest B2B marketing potential and a key target audience for B2B engagement.
Website navigation currently directs audiences to the B2B Support Program only via the Business tab, with no dedicated tools to extend engagement. Outdated visuals further reduce platform effectiveness, and extensive video footage delays digital access for mobile users.
The audit findings informed this communication plan with a targeted strategy needed to devise relevant content, improved digital pathways, independent social media channels, and enhanced website and microsite capabilities as valuable media assets to strengthen stakeholder engagement, program credibility, audience reach and ultimately, member services needing ROI.
In summary, the communication strategy will:
Define and refine program positioning by clearly communicating existing members, services, and opportunities from engaging target audiences and leveraging the audit’s demographic and psychographic insights.
Strengthen stakeholder engagement by aligning communications across government, regional, industry, and community channels to support program objectives.
Improve digital and print accessibility through new and refreshed assets, including independent social media channels, a dedicated webpage, and/or website, a standalone microsite, and provide clear calls-to-action tabs with an integrated digital booking button for consultation services and events.
Deliver targeted, multi-channel campaigns through face-to-face and hybrid events, supported by print and digital content aligned with brand style guidelines, with the Communications Manager resourcing Dietrich PESO framework to guide outputs, strengthen B2B member services, reinforce program credibility, manage ROI risks, and drive participation.
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I conducted formal research and identified effective stakeholder and brand management across the B2B Support Program is crucial for RDABGLAP to achieve business objectives: economic sustainability and empowerment.
I illustrated via a presentation that government agencies, regional councils, board members, employees, local businesses, industry sectors, and the broader community all play critical roles in program delivery and impact, supporting communication activities through collaboration and shared investment of time, cost, and resources.
By recommending strategic communication initiatives, evaluation and long-term management via social media campaigns, developing a dedicated website with a standalone microsite, and refreshing print resources, with tangible member assets (see image designs), will drive B2B brand reach and credibility, and ultimately, regional prosperity.
Image Designs: The red B2B member pin represents an approved and active business expert collaborating within RDABGLAP operations. The updated logo, designed within brand style guidelines, provides a tangible brand asset and tool for award presentations and industry events for identifying key B2B operators.
The green pin denotes entry-level paid memberships without members facilitating client consultation services; as a branding resource to develop awareness, credibility and reputation, devising membership pins will support community development activities.
“Our mission is to support the growth and development of the Barossa Gawler Light Adelaide Plains region by identifying local challenges and economic opportunities. We aim to be the guide that helps businesses and communities thrive in our region.”
“SMEs generating under $2 million annually account for 91.6% of business turnover, considering 24% of consumers utilise social media channels to engage with brands and businesses, highlights the value of digital communications.”