Marketing snapshot: A year in review

Despite facing a pandemic and lockdowns in 2020, our marketing activity was still successful and allowed us to engage with our audience.

Some highlights included our Christmas Family Day where Santa did laps around the precinct in a motorbike sidecar. This was complemented by roving musicians and entertainers to give the precinct a festive atmosphere. We ran a comprehensive food and dining campaign to ensure our restaurants, cafes, and eateries were well supported throughout lockdown periods. We also managed to take many of our campaigns online, including a virtual experience of Camberwell on Canvas, and maintained production of The Camberwell Citizen.

Here's a snapshot of marketing activities completes in 2020:

✓ Produced promotions, including advertising and competitions, for New Year, Valentine’s Day, Easter, Mother’s Day, food and dining, Father’s Day, Camberwell on Canvas, and Christmas

✓ Created and advertised 3 x seasonal campaigns (autumn, winter, spring) to showcase traders and the precinct, incorporating video, editorial, social media, competitions, and digital advertising

✓ Created and distributed 12 x detailed monthly newsletters to our email database

✓ Created unique content including ‘Meet a Trader’ articles, and guides for seasonal fashion, back to school, food and dining, Black Friday, and Halloween

✓ Ran digital versions of our Business Forum events (free for traders)

✓ Ran a comprehensive ‘We’ve still got it all’ campaign to keep the precinct front of mind during the pandemic

✓ Produced 3 x issues of The Camberwell Citizen newspaper with 30,000 copies of each issue distributed to local homes, shops, and key locations

✓ Produced 14 x SEO articles to improve our online profile and search engine performance

✓ Ran a daily giveaway competition to ‘Win $100 every day’ to spend in Camberwell to grow email subscriber list and boost brand awareness

✓ Advocated and petitioned for traders at local council on key matters such as parking, dining parklets, and support during COVID-19 trading restrictions

✓ Secured a $20,000 grant to add festoon lighting to outdoor dining parklets and improve their appearance

✓ Delivered regular updates to traders including quarterly email and print newsletters.

Our online marketing activities continue to yield strong results. Here’s a snapshot of Camberwell’s digital audience numbers:

• More than 7,800 email addresses in our subscriber database

• More than 124,500 visits to the websites over the past year

• More than 8,500 followers on social media