gtc brand & marketing strategy_delivery asat july2015
TRANSCRIPT
GYMPIE TOWN CENTRE BRAND & MARKETING STRATEGY
BACKGROUND
The Gympie Town Centre brand and marketing strategy is one of five priority actions for the Gympie CBD revitalisation strategy. Its aim is to reclaim the main street, which faces economic, environmental social and cultural challenges.
OBJECTIVES
• Showcase and build pride in community assets that set Gympie Town Centre apart
• Attract new customers and businesses to the Town Centre • Shift external negative perceptions about Gympie.
DELIVERY
A three year program of activity focusing on promoting the best that the Gympie Town Centre, the Town Centre experience and sharing the story with the community and visitors.
OUTCOMES
• Create a place that meets resident and user needs• Promotes and contributes to sustainable economic growth• Builds a positive perception of the Town Centre• Builds confidence and pride in the Town Centre and trust in council to deliver• Activities that represent value and become self-sustainable.
BACKGROUND
GYMPIE TOWN CENTRE BRAND & MARKETING STRATEGY
APPOINT A TOWN CENTRE COORDINATOR
The strategy is designed to build on existing Council programs and resources. It is recognised that in order to deliver a number of projects in a short time, a Town Marketing Coordinator will need to be appointed.
OBJECTIVE
• Engage Town Centre businesses• Develop a Gympie Town Centre
working group• Deliver the Town Centre brand and
marketing strategy activities.
OUTCOMES
• Experienced Brand and Marketing Manager appointed.
DELIVERY
JANUARY 2015
GYMPIE TOWN CENTRE BRAND & MARKETING STRATEGY
DIRECTIONAL SIGNAGE
Replace existing Business Centre and other directional signage with new branded signage at each vehicular entries.
OBJECTIVE
• Provide a branded welcome to Gympie Town Centre and clear direction on how to get there.
OUTCOMES
• Qld regulations prevent branded signs• All Business Centre signs were overlaid
with Town Centre.
DELIVERY – QUICK WINS
FROM TO
FEBRUARY 2015
GYMPIE TOWN CENTRE BRAND & MARKETING STRATEGY
GYMPIE TOWN CENTRE BUSINESS FACEBOOK PAGE
Work with Business Chamber to engage local businesses in developing and managing closed Facebook group.
OBJECTIVE
• Create an easy to access information and communication portal for local business owners to discuss opportunities to work together.
OUTCOMES
• Town Centre business community not active Facebook users
• What has worked is building of a Gympie Town Centre database and communicating via EDMs. This is generating the best response, for example; emailing Town Centre businesses requests for Market Day specials and encouraging social media sharing of key activities
• List comprises of 150 Town Centre businesses –and growing.
DELIVERY – QUICK WINS
MARCH 2015
GYMPIE TOWN CENTRE BRAND & MARKETING STRATEGY
MARY STREET BANNERS
Produce and install Town Centre banners when not being used for specific events.
OBJECTIVE
• Improve the look and feel of the Town Centre and launch the new brand.
OUTCOMES
• Over 20 Energex poles and 8 Council poles installed with Gympie Town Centre banners.
DELIVERY – QUICK WINS
MARCH 2015
CREATIVE
GYMPIE TOWN CENTRE BRAND & MARKETING STRATEGY
MEDIA AND ADVERTISING ROLLOUT
Develop a communications plan to showcase the new brand and influence Town Centre positive image, visitation, civic pride and usage.
ACTIVITIES
• Develop a brand package for Council, media and event partners
• Develop media partnership with local press and radio• Develop a branding, awareness and tactical advertising
plan to promote the Town Centre.
OUTCOMES
• Brand expression (look and feel) developed and rolling out across all marketing materials
• Solid media negotiations have been conducted resulting in added value to media plans and publicity:
• 15 sec brand radio ad – ROS throughout 2015• 1yr bus back discounted• > $10k AVE with Gympie Times, Zinc, 4GY
• Branded merchandise: Pencils and Shopping Bags used as incentive at Growers Market.
DELIVERY – KEY ACTIONS
15 SEC BRAND RADIO COMMERCIAL
GYMPIE TOWN CENTRE BRAND & MARKETING STRATEGY
DELIVERY – MARKETING ACTIONS
ART IN VACANT SHOP WINDOW
Engage local partners to activate shop windows.
OBJECTIVE
• Turn dark, empty shop windows of vacant businesses to provide street frontage that is more attractive.
OUTCOMES
• Two vacant shops have been activated• Crazy Clarkes continues to be a contentious
vacant space• Discussions with the property manager as at
July 2015, has enabled us to access and begin installations
• Discussions and planning has commenced around the renew Newcastle model with a strategy to be presented to Crazy Clarkes managers as a test case.
DECEMBER 2014
GYMPIE TOWN CENTRE BRAND & MARKETING STRATEGY
DELIVERY – MARKETING ACTIONS
FREE WIFI ON MARY STREET
Set up free Wifi along Mary Street.
OBJECTIVE
• Get people spend more time in the Town Centre’s public spaces, cafes and restaurants.
OUTCOMES
• Trial established by Telstra until June 30• Not a big take up• Impact to be reviewed with Telstra and
arrangements for future funding and promotion.
1 MAY – 30 JUNE 2015
GYMPIE TOWN CENTRE BRAND & MARKETING STRATEGY
DELIVERY – MARKETING ACTIONS
MARY STREET MARKETS
Establish regularly fresh food markets.
OBJECTIVE
Promote local food and support local producers and connect them with the local residents.
OUTCOMES
• May 2015 test event launched in conjunction with the Gympie Gold Regional Produce, Eat Local Month of May
• Gympie Gold members were invited to be stallholders free of charge
• Marketing and communications consisted of radio, press, social media, EDMs and print advertising
• A live ZINC FM outside broadcast occurred on the day
• Town Centre businesses were invited to submit a Market Day special that was handed out on the day to influence flow onto Mary St businesses
• It was an overwhelming success, that stallholders, and locals requested that it not only occur monthly, but weekly
• The growers market will now be a regular monthly featured of the Town Centre.
PROMOTIONAL POSTERS & FLYERS
30 & 15 SEC & LIVE READ RADIO COMMERCIALS
FACEBOOK POSTS Highest engagement of a post. Organic reach of >4,000
GREATGYMPIE.COM.AU CALL TO ACTION
GYMPIE TOWN CENTRE BRAND & MARKETING STRATEGY
DELIVERY – MARKETING ACTIONS
ZINC FM LIVE OUTSIDE BROADCAST WITH AL & NUGGET
TOWN CRIER OPEN THE PROCEEDINGS
LOCAL PRESS SUPPORT
DIRECTIONAL SIGNAGE
GROWERS MARKET – EVERY 3RD WEDNESDAY OF THE MONTH
The growers market was a hit with the community and business traders, that Gympie Regional Council will continue to run the event. Future market management will be open for tender in October/November 2015.
OUTCOMES
• Incentives and competitions to shop in the Town Centre• Community announcements via radio • Customer feedback surveys• Good (and ongoing) media coverage.
LIVE READ GRAB
GYMPIE TOWN CENTRE BRAND & MARKETING STRATEGY
DELIVERY – MARKETING ACTIONS
LIVE READ GRAB
GYMPIE TOWN CENTRE GROWERS MARKET EVERY 3RD WEDNESDAY OF THE MONTHBRANDED MARKETING COLLATERAL
GROWERS MARKET AD
GYMPIE TOWN CENTRE BRAND & MARKETING STRATEGY
DECEMBER 2014
EASTER ON MARYSTREET POSTERS
MARCH 2015
CHRISTMASSTREET POSTERS
EASTER ON MARYRADIO
MARY STREET SEASONAL EVENTS - INITIATED BY MARY ST. TRADERS
WINTERSTREET POSTERS
WINTERFACEBOOK > 1000 organic shares
JULY 2015
WINTERRADIO
EASTER ON MARYFACEBOOK
MARCH 2015 MARCH 2015
GREATGYMPIE.COM.AUCALL TO ACTION
GYMPIE TOWN CENTRE BRAND & MARKETING STRATEGY
DELIVERY – REMAINDER OF 2015
OVERVIEW
• Continue to delivery marketing activities outlined in the plan
• Build relationships with Mary Street Traders to influence continuing with established activities and working together as a collective
• Growers market will continue monthly• Vacant shop strategy is a priority as is
retail sales promotion to engage locals and drive sales for the shop owners
• First major event leveraging activity will be for Pre-Muster party where a Special Market will be conducted. Followed by Gold rush and International Film Festival
• Research and satisfaction surveys to be conducted to establish strategy effectiveness and impact
• Build Gympie Town Centre online environment (similar to a shopping mall). Includes website, mobile app and dedicated social media channels –Google+ and Facebook
• Set KPIs.