From 11 to 1,100: One revived community connection event.
How 11 Became 1,000
When only 11 people attended Orange City Council’s 2024 welcome lunch, the message was clear: the community had outgrown the format.
With a two-month lead time and one event organiser, I led a full communications overhaul—rebranding, repositioning and relaunching the event as Experience Orange.
The result was a record turnout, strong regional media coverage, and a lasting shift in how Council connects with its community.
Overview
I was responsible for developing and delivering the full communications strategy for the new event—from concept and messaging to media engagement, advertising, video production and digital promotion.
The brief: transform a low-attendance lunch into a high-profile, city-wide celebration of local life.
Challenge
After years of declining attendance, the “Welcome Lunch” had lost relevance and visibility. The task was to rebuild public interest, reposition the event as inclusive and exciting, and demonstrate that Council could innovate and respond to community feedback—without increasing resources.
Approach
Media & Messaging
Developed a comprehensive media strategy and wrote three press releases, each aligned to a different phase: stallholder recruitment, event promotion, and day-before publicity.
Produced thirteen radio interviews across ABC Central West, 2MCE, Triple M, and 107.5 FM—two with the event organiser, one with me, and the remainder with the Mayor.
Crafted detailed briefing packs and talking points to ensure consistency across all interviews and appearances.
Digital & Social Strategy
Designed and executed a multi-channel social media campaign, combining organic and paid content.
Involved and empowered stallholders to act as micro-ambassadors—supplying them with tailored graphics, copy and hashtags to promote the event through their own networks.
Targeted ads to locals and recent movers within a 50 km radius, optimised for engagement and event responses.
Creative & Content Production
Wrote, directed, shot and edited a short promotional video featuring Mayor Tony Mileto to build anticipation and trust.
Oversaw paid advertising across local print (OC Life ¼-page) and radio (Triple M SCA ads).
Delivered consistent creative assets across posters, web banners and social tiles, ensuring cohesive branding and messaging.
Web & User Experience
Rewrote and restructured the event website to encourage registrations from both attendees and stallholders, improving readability and visual flow.
Results
Community Response
Attendance rose from 11 to around 1,000 people, based on onsite counts and online engagement.
30+ stallholders participated across food, wellness, arts, and community groups.
The event attracted 500+ online RSVPs and strong positive feedback across social channels.
Media & Engagement
13 radio interviews across four networks, plus multiple features in OC Life and community outlets.
Significant social reach through Council and stallholder networks.
Continuous on-day coverage and post-event content captured for reuse.
Creative Output
Produced more than 25 original content pieces, including press releases, ad copy, video, radio scripts, and digital assets—all managed in-house.
Impact
Experience Orange became a benchmark for how strategic communications can rebuild local engagement.
By reimagining a forgotten event, I delivered measurable results—boosting attendance, media visibility and community pride—all through smart storytelling, stakeholder collaboration and integrated media strategy.
