Victorian African Communities Committee - Go To Market Strategy
A strategic communications campaign to support the open recruitment of a new advisory body, combining audience insight, messaging strategy, stakeholder collaboration, and channel marketing to deliver impact across diverse African communities.
Project Summary
I led the go-to-market strategy for the recruitment of the Victorian African Communities Committee. This work involved end-to-end planning and execution of a communications campaign that positioned government recruitment as a product with purpose - accessible, community-driven, and meaningful.
Understanding the problem
The brief was to create awareness and drive applications for a new government advisory body representing African communities across Victoria.
This recruitment campaign was launched against a backdrop of persistent negative media portrayals that have unfairly associated African communities with violence.
The core challenge? Reaching underrepresented groups with varying levels of digital literacy, language access, and trust in government systems.
This required reframing the recruitment process into an accessible, compelling experience - tailored like a product launch.
Product Marketing Approach
Audience-first segmentation
Personas included youth, carers, LGBTQIA+ applicants, and new migrants
Value proposition design
Framed VACC as a civic leadership opportunity with real-world impact
Multi-channel GTM activation
Social, stakeholder, video, community radio, newsletters
Messaging architecture
Core themes: Representation, Accessibility, Empowerment
Creative examples
Media Coverage
Outcomes
Successful recruitment of 13 trusted community leaders to the committee
Campaign assets distributed across over 10 major stakeholder networks
Organic reach amplified by multicultural media and community groups
Application process simplified and de-mystified through audience-specific content