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ORDINARY MEETING

23 JULY 20143

ECONOMIC DIVERSIFICATION FUND – STUDY CAIRNS - STUDY CAIRNS INTERNATIONAL MARKETING CAMPAIGN 2014

Angelo Finocchiaro 1/8/8-01 #4408396

RECOMMENDATION:

1. That Council provides funding of $21,900 (excl. GST) to the Study Cairns International Marketing Campaign 2014, noting that an acquittal report will be provided back to Council; and

2. That Council delegates authority to the Chief Executive Officer pursuant to the Local Government Act 2009 to finalise any and all matters in relation to the matter.

EXECUTIVE SUMMARY:

Study Cairns have submitted an application to the 2014/2015 EDF round to implement the Study Cairns International Marketing Campaign 2014.

The aim of the project is to develop and implement a social media campaign to capitalise on the benefits of the G20 and enable the promotion of Cairns globally as a leading international study destination. Participation at the Australia Future Unlimited: Education Exhibitions in Japan and South Korea in October 2014 will raise the profile and demonstrate the quality and innovation of the Cairns international education sector.

BACKGROUND:

Council established the Economic Diversification Fund (EDF) to support Council’s goal of achieving a strong, diversified and sustainable regional economy that supports the growth of new and existing industry and business activities whilst providing long term employment opportunities.

Study Cairns is a Not-for-Profit organisation established in 1997. Study Cairns is the lead agency for International Education and Training in the Cairns region. It is a collaborative International Education network and marketing cluster which is dedicated to supporting its members to achieve growth and maximise opportunities for the Cairns region. Through stakeholder collaboration Study Cairns undertakes promotional and marketing activities in order to position the region as a preferred destination for International students, thereby increasing export dollars into the regional economy. Study Cairns also works with its membership base and lobbies to improve regional facilities and opportunities to ensure that students receive a quality holistic experience of the region.

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Study Cairns President, Ms Carol Doyle, is a member of the International Education and Training Advisory Council – Queensland (IETAC-Q) established by the Minister for Education, Training and Employment in January 2014 to provide high level advice about how the Government can, in partnership with stakeholders, encourage quality and sustainability in the international education and training sector.

Study Cairns have previously received funding from Council. These grants were implemented and acquitted successfully. These include:Economic Diversification Fund 2010/11 - $11,900 (excl. GST)Industry Development Fund 2012/2013 - $5,900 (excl. GST)Industry Development Fund 2013/2014 - $5,724 (excl. GST)

COMMENT:

Study Cairns has submitted an application to in the 2014/2015 EDF round to implement the Study Cairns International Marketing Campaign 2014. (Attachment: 1)

The Study Cairns International Marketing Campaign 2014 aims to:1. Develop and implement a social media campaign to assist Cairns International

Education Institutions and support services to leverage benefits for the local economy from the G20 Finance Ministers Meeting in Cairns in September 2014; and

2. Represent and showcase Cairns at the Australia Future Unlimited: Education Exhibitions (AFUEE) in Japan and South Korea in October 2014.

The Study Cairns International Marketing Campaign 2014 supports Study Cairns’ Strategy to create brand awareness and promote the region as the leading International Education and Training destination in the Asia Pacific and contribute to the building of a sustainable international education sector in the Cairns region.

Key targets associated with the above activities are defined in Attachment 2.

The project also involves the redevelopment of the Study Cairns website. This component of the project was not supported by the assessment panel as it was felt that website development is a core business activity and therefore not eligible.

1. Social media campaign

The campaign involves the development of social media content consisting of student interviews, testimonials, imagery, videos and press releases as well as the development of international marketing and media opportunities to capitalise on the benefits of the G20 and enable the promotion of Cairns globally. It will also involve specialised engagement on Twitter, Instagram and Pinterest.

The content developed and opportunities identified will be used develop the International Student Engagement Program, International Media Engagement Strategy, and Student Ambassador Program.

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Social media is becoming the primary means for international student recruitment and an effective way of reaching a world-wide market and connecting with thousands of agents in key markets: China, Japan, Korea, Philippines, Indonesia as well as Europe and South America.

2. Participation at the Australia Future Unlimited: Education Exhibitions (AFUEE) in Japan and South Korea

Participation at the AFUEE in Japan and South Korea will give Study Cairns the opportunity to raise the profile of the Cairns international education sector and also demonstrate the quality and innovation of the Cairns education sector. These events are an opportunity for Study Cairns to engage with the market directly and raise the profile of Cairns and establish new partners for Cairns institutions and provide the opportunity to leverage an Australian Government-run exhibition to build brand awareness of Cairns in key markets for Cairns institutions. AFUEE is the only Australian education marketing event in Japan and the only platform for prospective students to learn about Cairns education institutions in the one venue. (Attachment 3; Japan and Korea Event Brochures)

Outcomes

The Study Cairns International Marketing Campaign 2014 anticipated longer term outcomes include:• Growing international students number in Cairns by over 200% within the next 2

years. Approximately increasing international student intake by 1000+ students;• The promotion Study Cairns as the lead source of international education

nationally and globally;• Building Study Cairns’ membership base by 50% over 2 years. With a target of 80

local, interstate and international members and corporate sponsors;• Allowing Study Cairns to gather survey data in relation to the financial benefits of

international students in our region;• Gathering information on what past, present and future clients think of Cairns as a

study destination;• Attracting new business opportunities from overseas agencies and institutions;

and• Building stronger relationships with existing agencies and sister cities

The assessment panel met on the Friday 4 July 2014 to review the Study Cairns International Marketing Campaign 2014. It was the recommendation of the assessment panel that the activities identified above be supported up to a total of $21,900 (excl. GST).

Study Cairns will work closely with TTNQ and Advance Cairns to ensure the Cairns regional brand is well represented through destination collateral.

Letters of support have been provided by TAFE, Regional Development Australia and Advance Cairns. (Attachment; 4)

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An acquittal report will be provided to Council at the completion of the project.

OPTIONS:

Council has the option to:

1. Provide funding of $21,900 (excl. GST) to the Study Cairns International Marketing Campaign 2014;

Or

2. Not provide funding to the Study Cairns International Marketing Campaign 2014;

Or

3. Provide funding, in part, to the Study Cairns International Marketing Campaign 2014.

CONSIDERATIONS:

Risk Management:

An assessment of the project risks was undertaken as part of the submission process. Risks identified would not adversely affect the delivery of the project. Study Cairns members initiated and support the delivery of the project.

Financial:

Sufficient funding allocation exists with the 2014/2015 Economic Development budget to support this project.

Total cost relating to the delivery of the project is $60,570 of which it is recommended that Council provide funding support of $21,900 (excl. GST).

The balance will be contributed both financially and in-kind by Study Cairns and its members.

Corporate and Operational Plans:

Support for the project advances the following corporate objectives.

Corporate Plan Goal 2:A strong, diversified and sustainable regional economy that supports the growth of new and existing industry and business activities whilst enhancing local lifestyle and providing long term employment opportunities.

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Operational PlanContinued economic investment through grants and other programmes.

Statutory:

The Chief Executive Officer is delegated authority under the Local Government Act 2009 to finalise any and all matters in relation to the matter.

Policy:

General Policy 1:05:02 (Council’s Role in Regional Economic Development) states that Council recognises that there is value in Council supporting specific initiatives or projects that will have significant economic benefits for all or parts of the local government area.

Sustainability:

n/a

CONSULTATION:

Study Cairns committee members were involved in the preparation of the submission.

The assessment panel consisted of two external specialists and three Council officers including:Sonja Johnson, Chief Executive Officer, Regional Development Australia Far North Queensland & Torres Strait IncKathy Rankin, Principal Economic Development Officer, Department of State Development Infrastructure and PlanningPeter Boyd, Acting/General Manager, Planning and EnvironmentAngelo Finocchiaro, Senior Economic Development and Innovation OfficerBronwyn Voyce, Senior Economic Development and Innovation Officer

ATTACHMENTS:

Attachment 1: EDF Application - Study Cairns International Marketing Campaign 2014Attachment 2: KPI Targets – Social Media Campaign and AFUEE 2014Attachment 3: Korea and Japan – Australia Future Unlimited Education Exhibition 2014Attachment 4: Letters of Support

Angelo FinocchiaroSenior Economic Development and Innovation Officer

Peter BoydA/General Manager Planning & Environment

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Attachment 1: EDF Application – Study Cairns International Marketing Campaign 2014

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Attachment 2: KPI Targets

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Attachment 3: Korea and Japan – Australia Future Unlimited Education Exhibition 2014

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Attachment 4: Letters of Support

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