Case Study: Strategic monthly columns
About two years into Amanda Wellgreen’s role as Onehunga Town Manager, she established a valuable partnership with the editor of the Onehunga Community News (OCN). They agreed that Amanda would provide a monthly column for the publication, giving the OCN quality, consistent content while providing the Onehunga Business Association with a direct and trusted channel to communicate with the community.
Amanda’s approach was based on a dual strategy: providing proactive, value-driven content while remaining agile enough to respond to current events.
Understanding the audience and the client
Before writing each month, Amanda considered the needs of two key audiences: the community readers and the client. For the community, there was a focus on what's important to them, ensuring the content is informative, relevant, and engaging. For the client, in this case, Business Association members, Amanda needed to ensure the column effectively communicates key messages, highlights strategic goals, and reinforces the organisation's value.
Content strategy
Each column is a blend of proactive and reactive messaging. Amanda planned content to support ongoing strategic initiatives and planned events, such as a major announcement or a seasonal campaign. Simultaneously, the team monitored the community and the news to address any pressing issues or opportunities that emerge during the month. This allows the column to feel both strategic and timely.
Value-driven communication
The column is more than just an update—it's a tool for advocacy and connection. It’s about building trust by:
Highlighting recent achievements and progress.
Providing clear calls to action for upcoming events or initiatives.
Addressing community concerns and answering common questions.
This approach ensures the columns are not just read, but are also an effective way to engage with the community and demonstrate the organisation’s ongoing commitment.
