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NSWIC

How Ribbon Gang helped NSW Irrigators Council craft a non-partisan, SEO-driven advocacy strategy to influence the water policy conversation.

SEO
Content Marketing
Strategy & Consulting

Government / Public Policy

NSW Irrigators Council
Campaign for Change – Water Management & Policy Advocacy

01. What

Ribbon Gang partnered with the NSW Irrigators Council to lead the strategy and execution of a high-impact public awareness campaign in the lead-up to the state election. The goal: ensure clear, non-partisan communication around water policy, amplify community understanding, and strengthen the Council’s digital presence with search-optimised advocacy content.

02. How

The Challenge:

The Council needed to raise awareness around critical water management issues affecting regional communities, without being drawn into the political fray. Messaging had to remain educational, fact-based, and persuasive while cutting through during a media-heavy election season.

Why Ribbon Gang:

With expertise in government-adjacent communication and a reputation for strategy-first delivery, Ribbon Gang was chosen to design a nuanced, multi-channel campaign that married sharp messaging with strong digital performance. We became a strategic comms partner — not just a production vendor — guiding narrative development, digital positioning, and amplification strategy.

Constraints:

  • Stay policy-focused and non-partisan
  • Target high-intent audiences via SEO and keyword planning
  • Align campaign with election media cycles
  • Build digital infrastructure that educates, not just broadcasts
  • Amplify regional impact in Murray-Darling Basin communities

03. Our Approach

Strategic Planning:

We started with a communications audit to understand key audience segments, media habits, and advocacy pain points. We then built a flexible content and SEO strategy that could evolve alongside election-driven media spikes.

Key Strategy Pillars:

  1. Messaging Framework: Educational, non-political, and authority-backed
  2. Audience Targeting: Regional NSW, policy researchers, and voters seeking clarity
  3. Pop-Up Microsites: Designed for rapid response and SEO performance
  4. Content Planning: Crafted around themes like water fairness, irrigation impact, and climate resilience

Tactical Services Delivered:

  • SEO strategy including keyword trees and IA mapping
  • Metadata and content optimisation
  • Copy consultation and editing for clarity, tone, and credibility
  • Technical SEO audits and crawl monitoring
  • Analytics dashboards and content performance reviews

Ribbon Gang didn’t just execute; they guided the strategy. Their ability to merge clear communications with technical SEO expertise gave us a stronger, smarter way to reach our audiences.

— Nick Chapman, NSWIC Campaign Lead

04. Execution Highlights

Deliverables:

  • Targeted SEO strategy to improve visibility during high-volume media periods
  • Strategic advice on content structure, user flow, and internal linking
  • Optimised headlines, metadata, and call-to-actions to boost CTR
  • Campaign-ready copywriting and message hierarchy guidance
  • Data-driven keyword mapping to align with voter and media search trends

Unexpected Wins:

  • Balanced educational tone with urgency to inspire voter attention
  • Embedded analytics tools for real-time content iteration
  • Integrated SEO and PR workflows to capitalise on news mentions
  • Reframed complex policy topics into digestible, shareable narratives

05. Results & Outcomes

Impact:

  • Significantly improved discoverability of campaign content via organic search
  • Enabled NSWIC to respond in real-time to policy developments with optimised content
  • Positioned the Council as a credible, educational voice on water policy issues during the election
  • Created long-lasting infrastructure for future digital advocacy campaigns

Ribbon Gang respectfully acknowledges the people of the Wiradjuri, Gadigal, and Kulin Nations as the traditional custodians of the land on which our company operates. We pay our respects to their Elders past, present, and emerging.

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