Leader Community News - Your Neighbourhood Research
2017 Finalist

Leader Community News - Your Neighbourhood Research

Leader Community News

Blackburn, Australia

Category Consumer Research

Media associated with this campaign

Overview of this campaign

The following objectives were set for Leader's Council Research project:

  • Provide an engaging and insightful presentation that would open doors for our advertising sales force.
  • Generate new content ideas for editorial by uncovering what is most important to Melburnians.
  • Target key influencers (CEOs and Heads of Marketing/Communications) who are ultimately the decision maker in the company.
  • Educate stakeholders on what concerns our local communities and how Leader assists in keeping people informed.


Results for this campaign

The Council Roadshow achieved the following:

  • 33% uplift in advertising revenue across all Councils.
  • Successfully presented to 19 of the 23 Local Councils across Melbourne.
  • Councils now have a greater understanding of the role of local press and the strength of Leader Community News in the market.
  • We delivered an engaging presentation that included verbatim quotes and photos of locals.
  • We took Leader branded morning tea to each session to help build rapport.
  • Councils have requested follow up sessions and one-page overviews of their respective areas to share with staff.




To contact a company representative about this campaign, click here for the INMA Member Directory