National Energy Resources Australia (NERA)
NERA, one of six (6) Federal Government funded industry growth
Volatile commodity prices and a rapidly growing energy
The objective
Equilibrium was appointed to create awareness of the grants and drive an increase in eligible applications to NERA's $15 million Project Fund. Low awareness of the initiative meant there was an extremely low application rate seeking access of up to $3 million in matched funding available to address one or more of the priorities identified in the NERA Sector Competitiveness Plan.
Building awareness
Equilibrium sought to resolve low awareness of the Project Fund by developing a highly engaging 3D animation explaining the context and rationale of the funding opportunities available to relevant industries.
Reaching the right audience
A digital marketing campaign strategically targeting key roles within
Underpinned by a combination of Roy Morgan data as well as Linkedin's own advanced targeting functionality, the campaign sought to effectively reach the key decision-makers responsible for driving the full application process.
Self-qualification process
Due to the strict eligibility criteria of the funding, and the need to ensure non-eligible prospects were minimized, Equilibrium devised a dynamic self-qualification tool ensuring leads were accurately identified against pre-determined criteria. Once the leads had been segmented, NERA was able to nurture them with relevant information and consultation in an effort to generate eligible applications.
Application
After checking your eligibility, express your interest by completing a NERA Project Fund application.
Approval
The NERA Board will review recommendations and either approve or decline funding applications. Successful applicants will be notified.
Payment
Funding is awarded on a milestone basis, as set out in the successful applicant's Project Funding Agreement with NERA.
Results
The campaign converted a total of 143 applications at a cost of less than $100 per conversion. This was deemed to be highly successful due to the specific nature of the eligibility criteria.
143applications