My team realised that, to make a contribution, we had to quickly discover how to do things differently. With no events to attract customers because of physical distancing, there was a period we all feared we’d run out of tasks. And that may have cost us our jobs.
So, we stepped into creative mode, developing campaigns including Be Kind, Thank You Thursday, Welcome Back Wednesday and Stay Safe, Stay Apart and establishing a Call & Collect initiative that supported both customers and traders.
As a result, we had 30 positive stories in the media over the two months including major features on Nine News Melbourne and Channel 10 News. This is in addition to the 143 stories I secured over the seven months before lockdown.
How? We were just more creative in how we told our stories – and we used different technology. Focusing on our local audience, I used the relationships I had forged with local journalists and bloggers to secure a weekly story and blog post on each medium, which kept us front of mind with our customers.
We turned our focus to our own media platforms. Taking advantage of more people on digital devices and using new designs and creating small videos to deliver our messaging, I was able to exponentially increase reach and engagement across the market’s social media channels.
Our Board Report for March showed we recorded a 91.8 per cent increase in engagement on Facebook and 32.6 per cent increase on Instagram, pushing us way above our competitors. This increase of engagement has in turn improved our social licence, which has been extremely beneficial during these times.
Despite COVID-19, Madddison had great success in building the profile of Dandenong Market during her Professional Placement.