Marketing snapshot: A YEAR IN REVIEW
Despite facing further lockdowns in 2021, 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 refreshed our food and dining campaign following its success the year prior, to ensure our restaurants, cafes, and eateries were well promoted throughout lockdown periods. We also managed to take several campaigns online, including a virtual experience of Camberwell on Canvas, and maintained production of The Camberwell Citizen. Sustained marketing of the precinct is valuable to all traders, as it allows us to attract people to Camberwell Junction for shopping and services.
HERE’S A SNAPSHOT OF MARKETING ACTIVITIES COMPLETED IN 2021: ✓ 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) ✓ 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 12 x SEO articles to improve our online profile and search engine performance ✓ Refreshed the ‘What’s on the menu?’ campaign to highlight food and dining category ✓ Produced numerous COVID-19 articles and resources to keep traders informed of governmentdirected changes and updates ✓ Advocated and petitioned for traders at local council on key matters such as parking, dining parklets, and support during COVID-19 trading restrictions ✓ 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 8,200 email addresses in our subscriber database • More than 151,600 visits to the websites over the past year • More than 8,700 followers on social media
