Content Writing and eNews Campaigns
Helping people residing in The City of Sydney live more consciously and sustainably, one article at a time.
PROJECT
GREEN VILLAGES BLOG AND MONTHLY NEWSLETTER
ROLE
Marketing Campaign Manager
CONTENT WRITING
Me
EMAIL PRODUCTION
Me
Brief
The City of Sydney wanted to activate the community of residents living within its highly urban and densely populated boundary to become more environmentally conscious as part of a key environmental behaviour change program.
A content marketing strategy was developed to aid the circulation of information about services, initiatives and programs that residents could learn more about and participate in and in 2012 the ‘Green Villages’ blog was born. I wrote and project managed 19 editions of their monthly Green Villages newsletter from 2015 onwards.
Approach
- Created annual content calendar with draft blue print of editorial ideas and angles
- Worked with The City of Sydney Environmental Sustainability team to approve angles and connect with contacts related to articles
- Interviewed subject matter experts
- Drafted written articles and shortlisted stock images/owned images for articles
- Managed internal and external stakeholder approvals
- Uploaded and published articles on Green Villages blog using wordpress CMS
- Created enewsletters and litmus tested in Campaign Monitor email software
- Developed post-analysis reports for bi-annual marketing review
Achievements
• Grew newsletter audiences by 8.7% YoY over the course of 1 July 2015 – 30 June 2016 (from 12,097 to 13,150 subscribers)
• Managed paid content amplification campaigns to grow subscriber and reader numbers
• Increased the average enewsletter open rate by 3.9% and Click Through Rate (CTR) by 2%
• Managed the redesign of the newsletter interface
• Coordinated web developers, editors and photographers to ensure content quality and email experience was optimal
• Worked with OzHarvest and Youth Food Movement to deliver a multi-channel, integrated ‘Anti Food Waste’ campaign
Find Out More
Please note that as the Green Villages website has been decomissioned as part of a broader content strategy refresh by The City of Sydney, the article links direct to Wayback Machine (Internet Archive)
- “Packing the perfect eco-picnic” on the GREEN VILLAGES BLOG
- “Your boarding pass to an eco-holiday” on the GREEN VILLAGES BLOG
- “An interview with Lisa Gorman – Founder of Gorman Clothing” on the GREEN VILLAGES BLOG
- “Recycling Myth Busters” on the GREEN VILLAGES BLOG
- “Demystifying free range eggs” on the GREEN VILLAGES BLOG