A campaign is a targeted activity that aims to increase engagement for a particular purpose. It could be promoting an event, getting the word out about an initiative, or encouraging people to use a new service. Campaigns often use a mix of channels, including social media, TV and print advertising, and online content.
A campaign page sits at the centre of the campaign. It’s where people can find information, resources and a calendar of events. Its look and feel can be consistent to other campaign touchpoints, which is especially important for multi-channel campaigns.
Campaign pages on nsw.gov.au can reach a wide audience. Of the 3 million monthly visitors to nsw.gov.au, 5% (150,000 people) are viewing content across multiple agencies. By hosting campaigns on nsw.gov.au, agencies can connect with more people, including those browsing related content.
Creating campaign pages on nsw.gov.au
To make it easier for agencies to set up a campaign page, we created a campaign toolkit. It includes a range of eye-catching components that help drive engagement, while maintaining a consistent look and feel across nsw.gov.au. The toolkit also includes tips on how to create good campaign layouts.
Agencies can also access the nsw.gov.au Help Hub for more advice on creating effective campaign pages. Agencies can track their campaign pages with self-serve reporting in Google Analytics. They can monitor:
- audience and device usage
- acquisition channels and campaigns
- content reporting
- common interactions, such as page reviews, file downloads, external link clicks
- site search and Google search performance.
A common concern is whether a campaign pages reflects the unique visual identity of an agency’s campaign. The answer is yes! Campaign pages offer flexibility to apply the NSW Government Visual Identity System for non-corporate campaigns. Agencies can also apply for approval to use a different colour palette in consultation with NSW Government Brand team.
E.g. advertising campaigns, programs, events.
Campaign pages on nsw.gov.au
Here are some examples of how agencies have used campaign pages to reach people, drive engagement and make an impact.
NSW Women’s Week
Women NSW offers services, resources, and initiatives aimed at improving the lives of all women in NSW, by achieving equality through policy, innovation and collaboration.
Challenges and approach
The Women NSW website was outdated and hard to navigate on mobile, which made it difficult for people to find information about Women’s Week events. To improve the experience, we worked with them to understand user needs through research and map out the customer journey.
The NSW Women’s Week and NSW Women of the Year Awards campaign pages were created, to help give women opportunities to connect within their communities across NSW.
We also introduced a new events listing tool to bring together past, current, and future events into one searchable location.
Results
Women NSW run several campaigns throughout the year. The new pages made it fast and simpler for Women NSW to refresh their campaigns with new imagery.
The overall accessibility score for the Women NSW website, including the campaign pages, was 90.9% and search engine optimisation (SEO) score of 92.8%. Women NSW saw a 259% increase in traffic, helping more women acess resources and events.
Our partnership with Women NSW achieved a customer satisfaction score of 87%.
Make No Doubt
Make No Doubt was a campaign aimed to raise awareness and improve understanding of how to check for sexual consent. Curated specifically for young people in NSW, the goal was to educate and empower young people to make informed decisions, engage in respectful relationships, and help prevent sexual assault while promoting a culture of consent.
Challenges and approach
One of the key challenges was to make the campaign page appealing to young people and different from the NSW Government’s corporate look and feel. So, we:
- used a youthful, non-corporate colour palette with bold colours
- created content in formats for young people, such as video
- made it easy to download and share resources including videos and social media tiles
- broadened access to the information by providing versions in Easy Read, and translated into Arabic, Simplified Chinese and Vietnamese.
Results
In the first year, page views grew 757%, reaching 107,398 people. The migration achieved a customer satisfaction score of 100%, showcasing the strength in the partnership between the OneCX Program team and agency.
The OneCX team were very helpful in designing and building a page that was engaging to our younger audience.
The campaign website ensures the public have access to the most up to date information and resources.
Cybermarvel
Cybermarvel is a program that teaches students, parents and carers on how to stay safe online. It is a joint initiative between the NSW, VIC, TAS, ACT, SA and NT education departments.
The program offers classroom resources for teachers, tips for parents on managing privacy and spotting scams, as well as educational videos for younger students covering online safety basics.
Challenges and approach
The previous site had limited functionality and features. Pages were cluttered with too many resources, making it hard for users to find what they needed. Staff also found it challenging to manage and update the website.
This poor user experience was holding the campaign back from achieving its goal of promoting online safety awareness for schools around Australia and the community.
To improve the experience, we:
- introduced categories with illustrated cards to make navigation simple
- organised resources into 12 easy-to-follow content pages for teachers, students and parents
- highlighted video-based resources for families with small children in the Cyber Playtime page
- filled a gap in online safety education with on-demand and event-based resources for schools.
Results
The Cybermarvel campaign page has connected with 165,000 students and more than 3,500 staff and parents across Australia since 2021.
In 2024, Cybermarvel content was viewed over 18.9K times, which is an increase of 75% year on year. Strong SEO has helped drive 43% of traffic from search engines.
The program was highly commended for the Most Innovative Educator in Cybersecurity category at the Australian Women in Security 2024 awards.
Digital Citizenship
Digital citizenship refers to the skills and knowledge a person needs to effectively use digital technologies in a positive way. Being a responsible citizen of the online world is important for fun and learning on the internet. The Digital Citizenship campaign helps students build a positive presence online by teaching them how to conduct themselves in the digital space.
Challenges and approach
The original website was loaded with great news and resource articles, but they needed a refresh and were hard to find. We mapped and merged 146 articles into pages organised under 8 clear sub-topics. The consolidation reduced clutter and made it easier to search and navigate.
Results
The accessibility of the pages improved to 94%. We trained 4 agency staff to manage the content, which now gets 1,079 average daily page views. In the last 12 months, the Digital Citizenship content has been viewed 116.7K times.
The revised content is optimised for search findability, with 53% of traffic from search engines such as Google and Bing. The partnership scored a customer satisfaction score of 95%.
The team should be commended for their approach and expertise in auditing, reviewing and drafting web content and web page layout and providing full support in website migration, including redirects.
The pages look fresh and welcoming. The layout is professional and clean. User-friendly and simple language.
