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Building conservation through e-commerce

Integrating social media and SEO efficient designs have contributed to an audience reach of over 5 million people that led to more than $2 million of free media coverage.

Building conservation through e-commerce

Revealing Melbourne’s best kept secret to an audience of millions


Customer

  • Melbourne Down Under

Project

  • E-commerce portal

Objectives

  • Create an e-commerce portal to support social media efforts to reach new markets and raise awareness within the Australian community

Approach

  • Creation of website, media platform and secure e-commerce solution
  • Real time engagement and dissemination of information, events and products

Outcome

  • Integrating social media and SEO efficient designs have contributed to an audience reach of over 5 million people that led to more than $2 million of free media coverage

Melbourne Down Under (MDU) is a campaign to raise the profile of Port Phillip Bay’s unique marine life through several high profile media platforms. A partnership with state government, local councils, key stakeholders and community groups, the project also raises funds through product sales to seed fund marine projects in the local community.

The lynchpin to the project was MDU – the jewels of Port Phillip Bay, a stunning coffee table book showcasing the colour and diversity of the local marine environment. World-class photographs and entertaining text is used to engage and educate the readers while highlighting important conservation messaging. A list of local friends groups and tourism operators are also included to encourage people to get involved in their community and see first hand the wonders of the bay.

To support the book and meet project objectives, MDU required an attractive and user friendly website portal that could effectively promote MDU, support social media efforts and manage product purchase and distribution.

With our extensive IT expertise and long history of supporting conservation initiatives, Unico were approached to help deliver this vital element of the project. It was an exciting opportunity to showcase to the world the brilliant colour and diversity of Port Phillip, which is difficult to protect when few people know of its value, and it is a case of ‘out of sight, out of mind’.


“Unico were pivotal in providing the seed funding, technology capabilities and e-commerce expertise to give this project the fins it needed to swim. The IT solutions Unico have delivered far exceed our expectations, meeting all our on line needs and provide the opportunity to expand MDU project in the future.”

Sheree Marris – Melbourne Down Under Project Manager and Aquatic Scientist


Our enthusiastic and talented team developed an engaging website platform and secure e-commerce solution with user editable content and social media linking allowing real-time engagement and dissemination of information, events and products.

The MDU website is now a valuable platform that educates, facilitates
dialogue with the community and hosts a secure shopping cart facility with
promotional voucher discount facility to successfully market MDU products to a national and global audience.

Integrating social media and SEO efficient designs have contributed to an
audience reach of over 5 million people that has led to more than $2 million of free media coverage including front page features in some of Australia’s leading magazines and newspapers.

The project has continued to grow while raising funds that will be reinvested back into local communities to seed fund local marine legacy projects and help develop a marine stewardship ethic in the community.


John Rowland

Managing Director