Six years of consistent, strategic communications with Destination Riverina Murray and the numbers to back it up
Project snapshot
Client
Destination Riverina Murray
Location
Riverina Murray, NSW
When we worked together
August 2018 – October 2024
What we worked on
Monthly stakeholder newsletter (The Goods)
LinkedIn + Instagram content
Ad-hoc marketing support
What started with a monthly email grew into a long-term partnership with high-performing communications across email, Instagram and LinkedIn.
Destination Riverina Murray (DRM) supports the visitor economy across a vast and varied region. They needed consistent, trustworthy communications to keep stakeholders informed, engaged and aligned.
Since 2018, Assembld has worked closely with DRM to deliver clear, timely and strategic messaging across all their core channels.
From “The Goods” industry newsletter to day-to-day social updates, we’ve helped shape the voice, rhythm and quality of their comms and built long-term trust with their audience.
Where they started
DRM had a clear goal to keep stakeholders informed and engaged with consistent, high-quality communications. But their existing tools weren’t quite up to the task.
The newsletter was already in place, but its layout was clunky, often relying on double-handling graphics created in Canva, with a DIY look and feel that didn’t reflect the professionalism of the organisation or the value of the content.
Their social media presence was in its infancy, with modest followings and no consistent rhythm between email and socials. What they needed was a sharper voice, a stronger system and the confidence that every message would land well with the right audience.
Bringing Assembld on board didn’t just improve the quality of the communications, it gave the team time back to focus on their actual roles. Instead of juggling DIY layouts and social posts, they could concentrate on stakeholder engagement, strategy and delivery, knowing their comms were in good hands.
What we did
Assembld stepped in to create a consistent voice, build clear communication rhythms and deliver value month after month.
Developed and delivered The Goods, a monthly stakeholder newsletter designed for skimmability, clarity and relevance
Maintained and grew an engaged email list while keeping performance high as it matured
Managed and wrote LinkedIn and Instagram content focused on regional wins, team activity and industry updates
Supported with additional campaign copy as needed, including program launches
Provided bi-annual insights and content recommendations based on reporting and performance data
Paid close attention to the details from accurate operator names to brand-aligned tone and formatting to ensure every message built trust and credibility
Over time, we refined the structure, tone and layout of The Goods based on real audience feedback from surveys and performance data. Every tweak was intentional: designed to make the content clearer, more useful and easier to act on.
The result? Communications that not only performed well but looked better than any other NSW Destination Network. With clean design, local visuals and thoughtful structure, The Goods became a standout across the state.
Email newsletter examples
Assembld immediately implemented some small tweaks to the look and feel of the existing newsletter
Assembld refreshed the look and feel of DRM’s newsletter again in 2019 and 2020
Social media content examples
Instagram posts created for DRM by Assembld
Instagram posts created for DRM by Assembld
The impact
34.1% average open rate*
Email performance that continues to exceed industry averages, even as the list matures.
10.3% LinkedIn engagement rate*
High-performing updates built on team insights, operator wins and regional programs.
5.8% Instagram engagement rate*
Proving that quality, relevant content still cuts through, even as platform trends shift.
The best-looking comms of all Destination Networks
Clean, high-impact design and thoughtful structure made us a state-wide standout.
We also…
Achieved consistent average email click rates as high as 8-10%
Grew Instagram following from almost 0 to more than 2,000, with consistently above-average engagement
Supported the internal team with bi-annual reporting, performance insights and recommendations
*Denotes yearly average results for July 2023 - June 2024.
In their words
“Rach is efficient with her time and consistently produces clear and succinct copywriting that accurately reflects our brand. She is very knowledgeable in these areas and is always a pleasure to work with.”
— Sarah Hope, Business Development Manager, DRM
What this shows
Strong communications aren’t just about providing updates, they’re about building trust.
Over six years, Assembld helped DRM turn their comms into a consistent, high-performing asset. Through thoughtful iteration, regular stakeholder feedback and obsessive attention to quality, we built a voice and structure that stakeholders came to rely on. The content became more than just informative, it was anticipated.
From late 2024, DRM onboarded an in-house communications manager. A move made possible by the systems, strategy and consistent performance developed over time. It was a natural next step, built on years of doing things right and doing them together.
Planning a long-term comms strategy?
If your organisation needs clear, consistent messaging across channels, backed by data and not guesswork, let’s chat.
