GTC BRAND & MARKETING STRATEGY_DELIVERY ASAT JULY2015

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


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


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 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.


MARCH 2015


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.


MARCH 2015

CREATIVE


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


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



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



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



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



LIVE READ GRAB

GYMPIE TOWN CENTRE GROWERS MARKET EVERY 3RD WEDNESDAY OF THE MONTHBRANDED MARKETING COLLATERAL

GROWERS MARKET AD


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


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.

Documents

GTC BRAND & MARKETING STRATEGY_DELIVERY ASAT JULY2015