Campaign pages on vic.gov.au can be used to support a Victorian government advertising campaign in place of a stand-alone campaign/program website.
Using vic.gov.au to support your campaign provides:
- access to an established audience
- reduction in costs
- speed to market
- search engine optimisation (search engines like Google trust vic.gov.au, which means your content is likely to rank on the first page of search results for your key terms)
- a common design pattern that makes it easier for users to navigate, rather than learning a new layout
- design components that are backed by extensive user experience research
- responsive design so your users can easily access information on a phone, tablet, Mac or PC
- support and best practice advice from the vic.gov.au digital team
- a quality assurance check to ensure your content is optimised
- access to heatmap analytics
Guidelines for campaign pages on vic.gov.au
Campaign pages on vic.gov.au should follow these guidelines:
- 1 page created with a feature 'hero' image
- a title that highlights the name of the campaign as well as the content covered (eg Homes for Victoria: housing and renting changes)
- a 156-character tagline that explains the campaign in catchy way (eg Get the skills you need to land a job that's in demand)
- 2-sentence or bulleted list summary of what Victorians will get from this initiative and/or who is eligible, the timing of the campaign
- information about how to access the initiative, including links to a website.
Occasionally a campaign will be targeting multiple audiences and need more than 1 page. This can be built but a right hand side navigation must be included to ensure users can navigate through the campaign.
vic.gov.au is a headless CMS which means each page (and breadcrumbs) are separate. If the right hand side navigation is not included users will become lost.
The most successful campaigns have the following:
- paid advertising
- a clear call to action at the top of the page
- real-life case studies and/or quotes that give practical examples and connect with any hopes or fears
- as few pages as possible and all pages having a clearly defined purpose and action (1 or 2 core pages should be possible in most circumstances)
Most referral traffic will come from other government websites so make sure you request links on relevant pages that are ranking well in Google. For social media Facebook is the top referrer so make sure your campaign has a social media strategy to go with it that takes this into account. LinkedIn is the 2nd most common referrer if your content has a business/professional focus.
What is success?
If your campaign is targeting the broader public, you should be aiming for at least 100,000 sessions over a year. Three-year-old kindergarten had 31,000 sessions in the first 2 months after launch.
Also, think about what you're trying to achieve and make sure you have measures in place. The Victorian Government graduate program had a 160% increase in applications and an 176% increase in people finding out about the program from a government website.
We have a standard url convention that is taken from the title, for example vic.gov.au/victoria-its-our-nature. This ensures your content is discoverable through Google.
Aliases or vanity URLs (eg vic.gov.au/rentfair) are only created if you need to track different marketing campaigns offline (eg print, radio, tv). These are done in addition to your standard url.
Subdomains (eg rentfair.vic.gov.au) or domains that are separate from vic.gov.au are not allowed.
You will need to specify a content owner for your campaign page. The owner will make updates to the content and liaise with subject matter experts if necessary.
They will also need to:
- be a point of contact for the user feedback that a campaign generates
- provide a service level agreement for how quickly they will respond to feedback.
Timeline for setting up a campaign page
A minimum of 3 weeks is required to set up the campaign page, this will allow time to develop the digital content.
If new features which require development are required a minimum of 2 months’ notice is required. This will allow time to scope features, schedule development and undertake costings.
Cost of using a campaign page
Campaign pages on vic.gov.au that use existing features are free.
If additional features are required there may be costs associated.
Using this tool will mean your Google Analytics account will accurately tell you where your traffic is coming from.
End of campaigns
Campaign pages are not ongoing content. At launch a removal plan must be specified, such as:
- when the legislation for the initiative is passed
- 6 months after the last planned advertising campaign.
Options for promoting a campaign that has its own website
If the campaign has its own website it can still be promoted on vic.gov.au using one of the following:
- a primary campaign block for significant government information, which includes an image and a call to action at the top of relevant pages
- a secondary campaign block to highlight new government programs or engagements, which includes an image and a call to action at the bottom of relevant pages.
On vic.gov.au we commemorate historic events for Victorians (eg the 10-year anniversary of the 2009 bushfires).
Where this happens a similar format will be followed:
- 1 page created with a feature 'splash' image
- a title that highlights the name of the event as well as the historic nature (eg 2009 bushfires 10-year anniversary memorial events)
- a 156-character tagline that highlights what the government is offering
- links to access support on home websites and/or a list of what is coming in the future
- a way to get an update if further events are being announced in the future
Commemoration pages also need to have a content owner, as described above, and a removal plan.
Submit a request
Reviewed 13 February 2020