Case studies

UPC/AC – Jim’s Plain and Robbins Island Renewable Energy Park – Public Display of the Development Application campaign

The client

UPC/AC is a joint venture between UPC Renewables Group and AC Energy who develop, construct, own and operate renewable energy projects as an independent power producer.

The Brief

UPC/AC were in the process of seeking council approval to develop a Renewable Energy Park consisting of 133 wind turbines, to be constructed between Jim’s Plain and Robbins Island on the Northwest Coast of Tasmania.

As part of the project’s approval process with the Circular Head Council, the client was seeking to engage in community consultation regarding the development application. Approaching the public display of the development application, the goal was to generate awareness of the benefits the project would provide to the immediate community and generate honest community consultation, through:

  • Online survey submissions
  • Phone surveys
  • In person during the showing period
The Strategy

The communication delivery strategy included a mix of digital and traditional media, targeting the Northwest Coast region of Tasmania, where the energy park would be located. The campaigns creative material and messaging focused on 5 specific areas, that strived to answer questions regarding the local communities’ concerns about the project, as well as promote the projects benefits, including:

  • Employment opportunities
  • Contribution to Australia’s renewable energy future
  • The consideration of local wildlife
  • Economic benefits
  • Greater community benefits

The digital advertising campaign delivered several video assets to users aged 18 – 65+ on the Facebook and YouTube networks. Each video related to one of the 5 focus areas, with the call to action for users to ‘have their say’ via the online survey.

The traditional media campaign included a mix of daily and hyper targeted community press advertising, delivering 9 half page advertising placements during the 42 days the development application was on public display.

Key digital campaign Performance Metrics

Facebook

  • Reach72,662 (out of a total audience pool of 95,500)
  • Link clicks – 2,212 (exceeding the campaign target of 2,138)
  • Average cost per link click (CPC) – $0.74 (over 3x below the platform average of $2.40)
  • Average link Click-through rate (CTR) – 1.41% (well above the platform average of 0.90%)

YouTube 

  • Impressions – 159,621 
  • View rate – 15.12% (exceeding the platform average of 15%).
Campaign effectiveness

In addition to those who chose to ‘have their say’ via phone surveys or in person during the showing period, the campaign resulted in 383 submissions of the extensive online survey.

This is equivalent to a cost of $7.83 per online survey submission for the campaigns digital advertising spend.