Yarra River Keeper Association

THE BRIEF

Progressive PR & Communications (PPR&C) were briefed to deliver a brand guideline for posting content on the Yarra RiverKeeper Association’s social media channels. The document’s purpose is to act as a best practice guide to what is appropriate, on-brand and reflective of the culture and ethos of the YRKA. The goal of the ‘YRKA Brand Bible’ was for it to be picked up and guidelines implemented by any member of the YRKA team.

OUR RESPONSE

PPR&C worked closely with the YRKA senior management team to identify social media segments and key target personas which fed into developing a cohesive social media brand, posting objectives and drivers. The next step was to bring our discoveries to life.

OUR OUTCOMES

PPR&C developed an on-brand guide which included a visual of YRKA’s brand communication goals and key content pillars on one page, allocation of messages by target group and brand archetype, checklists the YRKA team can follow before posting content, a list of words and phrase to include and to steer away from when developing social media posts and a host of examples of what posted content should look like.

The YRKA brand guideline document is a much relied on source of information for current YRKA employees, interns and volunteers who are responsible for social media content creation and posting.