Objectives

The primary objectives were to:

• Increase awareness and understanding of the wide range of facilities at West Beach Parks (locally and interstate). 
• Build and nurture genuine relationships within the West Beach Parks community. 
• Achieve measurable year-on-year growth in organic social media reach and follower growth across all platforms.
• Drive increased website traffic through social media, with performance tracking and measurement over time.

Our Approach

Hughes began by facilitating a workshop to define stakeholders, key messages, and social media priorities. This was followed by a comprehensive audit of West Beach Parks’ existing social media channels to assess performance, audience engagement, and content effectiveness. 
From this foundation, we developed a robust, insights-driven strategy. This included:

• Clear communication objectives tailored to each platform
• Defined target audiences for each channel
• Refined key messages and product storytelling
• Communication pillars aligned with West Beach Parks’ communication objectives
• A supporting visual style guide to ensure brand consistency across posts, reels, and stories

To support implementation, Hughes introduced a rolling content calendar, configured GA4 goals and tracking for website performance, and built a live reporting dashboard to monitor progress. We provided monthly performance summaries with actionable recommendations to ensure continuous optimisation. A 12-month performance audit against key KPIs informed further refinements.

To enhance content quality and engagement, Hughes collaborated with West Beach Parks on a series of photo and video shoots, refreshing its image library and introducing dynamic video content. Additionally, we produced case study videos showcasing key development projects, such as the Saltwater Shacks, the new play space and the creation of the precinct’s community hub, The Square. Regular CEO video updates also helped to strengthen stakeholder communications.

Sharing community stories was another key focus. We regularly featured tenant organisations and neighbouring facilities, celebrating their contributions and reinforcing a strong sense of place and partnership within the precinct.