2021-09-13 GC Agenda - Item 11 - Attachment 1 - Noosa Oyster Project Annual Report 2

Media
TNC secured media in mainstream media, via hits to the TNC Noosa website, distribution of TNC’s Noosa Oyster
Chronicle circular and via social media. Some, 436,547 people were reached via mainstream media and 23,666 people
via social media. 101 people directly received the project’s Oyster Chronicle news circular in Autumn and Winter 2021.
The TNC project website received 514 hits. See Table 4 below for details.

Media highlights included the joint TNC-NSC Reef Builder announcement for $1.2m project funds (Figure 10), media
secured due to the independent review of the project MER plan (Figure 11), and the profile of two Noosa restaurants
and the Harbour Fish Market who joined TNC’s Shuck Don’t Chuck shell recycling project (Figure 11a).

Table 4: Media highlights


 Media highlights
 Date                        Outlet                                                                     Reach
                             Independent review gives oyster restoration project a tick of approval
                                 • Mirage News                                                                  297,441
 25 September 2020
                                 • National Tribune                                                              22,134
                                 • My Sunshine Coast                                                             18,340

 13 October 2020             Inside the Noosa Biosphere – Noosa Today                                             5,042

 10 December 2020            ABC Sunshine Coast FM (3 segments)                                                  90,000

 1 June 2021                 Noosa restaurants join shell recycling project - Noosa Today                         3,590

                             Total                                                                              436,547

 TNC Website
 Date                        Page title                                                                 Page views
 27 Nov to 13 Dec            Events page: Noosa info sessions                                                        132
 12 May 2021                 Media release” The Nature Conservancy Australia announces $1.2m
                             towards oyster bed restoration in Noosa                                                 327

 1 June 2021                 Media release: Noosa restaurants and Harbour Fish Market join
                             award-winning shell recycling project to build reefs
                                                                                                                      59

                             Total                                                                                   518

 Social Media                                                                                           N/A
 Date                        Page title                                                                 Page views
 eDM                                                                                                    Avg open rate:
 20/07/21 – 1st send                                                                                               58%
 3/8/21 - resend             Noosa Oyster Chronicle – Winter                                            Avg click
 4/8/21 – resend                                                                                        through rate:



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