Strengthening Organisational Messaging & Stakeholder Communication
When I joined the Adelaide Business Collective (ABC), one of my main goals was to help refine how the organisation communicates its story — who we are, what we stand for, and why our work matters.
ABC's mission is to give local businesses across Adelaide a united voice, especially through the Business Improvement District (BID) initiative. But with many stakeholders — from small traders to City Council members — the messaging often needed more clarity, structure, and balance. That's where my role came in.
Finding the voice
My first step was understanding ABC's tone and audience priorities. I analysed newsletters, fact sheets, and council updates, realising that while the information was solid, the storytelling could be more human, persuasive, and cohesive.
I reworked ABC's key messages around six proof points, including:
"By Business, For Business" — Emphasizing grassroots leadership.
"A United Business Voice" — Highlighting collective strength.
"$1 invested = $20 benefit" — Quantifying the value proposition.
These statements became the anchors for press releases, digital content, and campaign materials, creating a unified brand identity.
Communicating with Purpose
Each audience needed something different — policymakers wanted data, local traders wanted reassurance, and the public wanted clarity.
I crafted tailored messages that addressed each group while maintaining one consistent narrative:
"ABC works collaboratively to make Adelaide's business community stronger and more vibrant."
Every message balanced professionalism with approachability, using accurate council language framed with empathy and community focus. This ensured our communications were both credible and relatable.
The Outcome
The results were immediate. ABC's communication became more consistent and value-driven. Stakeholders began using the new message framework in meetings and written content, which amplified our reach and impact organically.
44% → 59%
Increase in Mailchimp open rates, reflecting stronger audience engagement and trust.
This proved that a clear, empathetic messaging strategy resonates deeply with the intended audience.
What I learned
This project taught me the power of combining strategy and storytelling to create tangible results. It was a masterclass in translating complex institutional goals into clear, compelling narratives
Effective communication isn't just about information — it's about meaning and authenticity. Building trust starts with a clear and genuine voice.
I learned how to balance advocacy with neutrality, simplify complex messages without losing substance, and build narratives that inspire confidence and collaboration among diverse stakeholders.