Local council’s mandate is to serve its constituents – both residential and business.

Few local councils serve their constituents well – even less via the digital channel. Moonee Valley City Council did not wish to replicate the mistakes of others. They took a considered, informed and strategic approach to the use of the digital channel.

Consumer InsightsResearch into the digital behaviour of the residents of Moonee Valley and those Australians that use government websites was conducted. It was important to determine if in fact there was an appetite for constituents to use the channel as a preferred method of engagement with council and the nature of those engagements.

Trends and FuturingCouncil wished to improve its knowledge of the digital channel and how Australians were using it at present. In addition they wished to understand how digital technologies were changing, how people’s digital behaviour was evolving and what council should be considering for the future.

Strategic PlanningA digital channel strategy focusing on the efficient and effective servicing of council’s constituents and the promotion of the shire as a tourism destination was developed. It outlined the digital value proposition for particular customer segments and the most effective communication mix. In addition it provided recommendations to council on how to best resource its communications team to manage the channel in the future.