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Regional Marketing Strategy 2012–2013

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Fraser Coast Regional Marketing Strategy 2012–2013

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Contents INTRODUCTION4 FRAMEWORK FOR SUCCESS

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A Partnership Approach

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Tourism Partnership

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Fraser Coast Opportunities Partnership

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WHERE WE ARE NOW

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Issues and challenges

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Opportunities 

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WHERE WE NEED TO BE

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Vision and Objectives

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Our Unique Selling Point

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Our Key Target Markets and Industry Sectors 

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HOW WE ARE GOING TO GET THERE

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APPENDIX A

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Primary Marketing Activities

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INTRODUCTION The Fraser Coast is one of Queensland’s fastest growing regions with two major cities ­— Hervey Bay and Maryborough — servicing a population of over 90,000 people. The region has long been recognised for its natural beauty and unique experiences, attracting large numbers of tourists each year. While tourism has traditionally been a key economic driver for the region, the industry is highly volatile and susceptible to fluctuations in the world economy. Community leaders are focussed on building strong, vibrant local communities. Such local economies cannot exist without a growing business/job creation sector. Supporting these critical components is fundamental to achieving this objective Given the downturn in the economy, the Fraser Coast Regional Council recognises the need now, more than ever, to strategically target its resources toward high impact industries, including Health, Education, Tourism, Manufacturing and Services, Aviation and Mining.

sustained success and to attract positive economic development in terms of job growth, wages paid, productivity and occupational opportunities. The Fraser Coast Regional Marketing Strategy 20122013 highlights the goals, strategies and key actions that will be employed to promote the region and raise awareness of our competitive advantages. The strategy is built on the principle that by strengthening our local communities, the region will be regarded as one of Queensland’s most desirable location in which to Play, Live, Work and Invest. This will only be achieved by working closely and with our local residents and businesses, as well as our partners in State and Federal government agencies. All will play key roles in delivering on the “promise” of the Fraser Coast region.

In both the short and long terms. Council’s primary objective is to identify sectors with high potential for

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FRAMEWORK FOR SUCCESS

The objectives, strategies and actions within the plan align to the overarching goals of the Economic Development Strategy 2009–2013, the Corporate Plan 2009–2013 and Community Plan. Our key stakeholders and partners are integral to the successful delivery of all of Council’s plans and strategies.

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Community and Corporate Plan 2009–2013

Economic Development Strategy 2009–2013

Stakeholders and Partners

The Fraser Coast Regional Marketing Strategy 2012–2013 is delivered as part of the Office of the CEO department of the Fraser Coast Regional Council.

Regional Marketing Strategy 2012–2013

Fraser Coast Opportunities

Play

Live

Work

Invest

Implementation Plans

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A Partnership Approach The successful implementation of this strategy relies on a strong partnership approach.

Tourism Partnership A Joint Partnership Agreement exists between Fraser Coast Regional Council and Tourism Fraser Coast. This partnership establishes a cooperative approach towards delivering key strategies and activities outlined in the Fraser Coast Tourism Strategic Action Plan.

(Fraser Coast), Chambers of Commerce and the Economic Development and Enterprise Collaboration Unit of the University of Southern Queensland. These partners work together to establish a strong collective marketing umbrella for “Doing business on the Fraser Coast”. Our partnership objectives are to:

Fraser Coast Opportunities Partnership

• Demonstrate strong leadership with an outcome focused framework to advocate and facilitate in a collaborative manner; and • Develop closer partnerships, build stronger stakeholder engagement and collaboration with industry partners, government and the community to deliver key economic outcomes for the region.

Fraser Coast Opportunities is a collaborative partnership between the Fraser Coast Regional Council, Urban Development Institute of Australia

Engagement & Collaboration

Partnership Model COUNCIL

Strategic Direction and Leadership

FCRC Councillors

Advisory groups

FRASER COAST “Opportunities”

STAKEHOLDERS

Economic Development Ideas & Strategies

Chambers

EDAC

DEEDI RDA

Co-ordination and Industry Liaison

CEO Directors

Reporting & Deliverables

USQ/EDEC EXTERNAL ORGANISATION

UDIA Tourism Fraser Coast

Implementation

Economic Development Team

Co-ordination & Support

Industry Peak Bodies State & Federal Govt Commercial Partners

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WHERE WE ARE NOW Issues and challenges Economic development and industry marketing Council’s Economic Development Strategy 2009–2013 outlines the key goals and future direction of the Fraser Coast’s developing economy and the role that the Fraser Coast Regional Council must play to achieve economic stability in the region. The strategy aims to: • Create an environment that is conducive to business and industry development and attraction • Support existing business and industry to build on the region’s competitive advantage • Encourage sustainable and innovative practices by facilitating or supporting forums and in modelling our own business practices

• Ensure infrastructure meets industry and community needs • Encourage partnerships, business networks and alliances, and • Plan and facilitate economic development, sensitive to the need to protect the community in order to achieve sustainable, positive environments.

This will be achieved by providing leadership and direction, facilitating a balance between regulation and development opportunities and partnering with businesses and other levels of government.

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Fraser Coast Regional Marketing Strategy 2012–2013

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Where we are now

Regional Marketing Environment A range of marketing programs have been introduced in recent years to strengthen the Fraser Coast’s appeal as a destination to play, live, work and invest. Marketing Initiative

Description

Target Audience

Results as of Dec 2011

Our Fraser Coast

Marketing campaign aimed at residents to increase pride and awareness of the region.

Fraser Coast residents

50, 708 website visits

Staycations

Free rewards for Fraser Coast residents with discounts of up to 50% at Fraser Coast attractions, dining, accommodation and shopping

Fraser Coast residents

9,137 active members 160 offers

My Fraser Pass

Membership-based offer for targeting group and key industry employees to holiday on the Fraser Coast.

Visitors to the Fraser Coast

430 members

Rewards program for regional businesses providing access to a range of discounts and special offers on professional services to boost your business.

Fraser Coast businesses

44 participating businesses

BOOST Your Business

7 offers

The challenge for regional marketing over the next two years is to continue to leverage the region’s distinct advantages, while marketing in an increasingly competitive and financially constrained marketplace.

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Fraser Coast Regional Marketing Strategy 2012–2013

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Where we are now

Tourism Marketing Environment In addition to its own marketing initiatives, Fraser Coast Regional Council makes a significant annual contribution to the tourism marketing of the region through our Joint Partnership Agreement with Tourism Fraser Coast. This extends to support and involvement from Tourism Queensland and Tourism Australia. In 2010/2011: • 81% (650,000) of all visitors to the Fraser Coast were from the domestic market, specifically Brisbane, regional Queensland and New South Wales • tourism expenditure totalled $445 million and created an estimated 7,300 jobs. Some concerning trends are starting to emerge. While total domestic and international visitors to Queensland increased by 3% in the 10 years from

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2001–2011, there has been an overall decrease in visitations to the Fraser Coast of 18% (942,000 to 800,000). The Fraser Coast Tourism Strategic Action Plan 2012–2015 addresses this trend by identifying market opportunities aimed at achieving the region’s tourism vision of “delivering Australia’s premier personal natural encounters”.

The challenge for tourism marketing for the region is to continue to invest in tourism infrastructure which will strengthen the region’s unique appeal and strategically invest in target markets that offer potential to increase the tourism yield for the region.

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Where we are now

Opportunities When you consider its fast paced growth and vast opportunities – and throw in its affordable, idyllic lifestyle – the Fraser Coast is a hard choice to match.

Competitive operating cost structure

A growing and diverse population supports a highquality, skilled labour force.

The Fraser Coast offers the chance for a priceless lifestyle at a greatly affordable price. Industrial land and rents, residential rents and house prices are among the lowest in Australia. The cost of living is also one of the lowest in Queensland. Maryborough was first and Hervey Bay fourth in a 2011 State Government survey of over 40 towns to find the State’s cheapest overall cost of living.

Proximity to major markets

A local government that works for business

Only 250km from Brisbane and just on ninety minutes in the air to Sydney, the region has direct road, rail and air access to major domestic centres including resource sectors to the west and north. Situated on the Bruce Highway the Region is ideally positioned to act as a conduit for service providers to the gas and energy corridors.

Our leadership makes strategic investments in education, infrastructure and community and is supported by sound fiscal policy through a robust strategic financial plan.

Skilled, productive workers and a friendly labour environment

A great place to live The Fraser Coast boasts a sub-tropical lifestyle, world famous attractions, beautiful beaches, laid-back lifestyle, excellent education, sporting, cultural and recreational services — and rich sense of community. The region has space to move; kilometres of bikeways, abundant parks, playgrounds and sporting fields, a vibrant arts and events scene and a bustling outdoor culture built around the great outdoors.

Exceptional educational opportunities The Fraser Coast offers a seamless transition from infants through to university study with a range of quality education and training services. Tertiary education is delivered through the University of Southern Queensland, Wide Bay TAFE and accredited training organisations providing a range of certificate, undergraduate and graduate opportunities. Almost 40 primary and secondary schools offer private and public education, as well as special education services, across the region.

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Fraser Coast Regional Marketing Strategy 2012–2013

Perfectly positioned as a logistics hub The Fraser Coast is perfectly positioned at the crossroads of the Wide Bay Burnett, Australia’s fastest growing region. The Bruce Highway, the primary transport corridor, links the Fraser Coast to Brisbane in the south and Cairns in the north. The region is serviced by two first-class airports at Hervey Bay and Maryborough. Established marinas and facilities exist at the Urangan Boat Harbour (Hervey Bay) and on the Mary River Maryborough. Queensland Rail operates regular daily services from Brisbane to Maryborough with a high-speed Tilt-Train service that extends to the north and south.

Comprehensive workforce development network Customised recruiting, screening and training services and lifelong learning opportunities are available through a coordinated network of local agencies.

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WHERE WE NEED TO BE Vision and Objectives

Regional Marketing Objectives Theme

Marketing Objective • Grow awareness of the region’s unique natural environment, attractions and facilities • Maximise tourism expenditure and dispersal of visitors throughout the region • Build a strong regional events program that contributes to the economic prosperity of the region • Increase awareness of the region’s enviable lifestyle and encourage new residents to relocate to the Fraser Coast • Attract skilled workers to the region • Grow employment opportunities for residents of the Fraser Coast • Build opportunities for local businesses to leverage from initiatives to achieve sustainability • Increase the profile of the region within the conference and incentives market • Attract businesses and new industries to the region through promoting the Fraser Coast’s value as a business location • Generate enquiries about business expansion and relocation of businesses to the region

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Where we need to be

Our Unique Selling Point The Fraser Coast encompasses everything residents need to live life happy. Rewarding employment and educational opportunities allow residents to prosper, while enjoying a relaxed lifestyle set within a pristine natural environment. The Fraser Coast offers the tangibles that businesses need as well as a lifestyle that helps employees flourish.

Our secret is simple: When people thrive, business thrives.

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Fraser Coast Regional Marketing Strategy 2012–2013

We understand that in today’s global economy, people are your greatest source of competitive advantage—happy, fulfilled employees are more productive employees. From our business resources to our human resources to our natural resources, we offer businesses what they need to create a competitive advantage and thrive. Approximately 800,000 visitors annually experience all the Fraser Coast has to offer and enjoy the exciting recreational activities, unique natural environment and the friendly local community. Whilst tourism remains a key economic driver, the region needs to transition from a traditional economy based on tourism and construction to a diverse economy driven by high-growth primary sectors to grow its economic prosperity.

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Where we need to be

Our Key Target Markets and Industry Sectors To achieve our Vision and Marketing Objectives, this Fraser Coast Regional Marketing Strategy is aimed at the following key target markets and industry sectors:

Local • Community and residents: evoke a sense of pride and encourage local ambassadors for the region • Local business and industry: support and create confidence in the region; add value to existing local businesses • Small Business – continue to work with Chamber of Commerce, UDIA, business leaders and tourism bodies to facilitate expansion and growth through a collaborative approach between Council and local businesses.

Regional, National and International • State and Federal Government: engage and advocate for infrastructure investment and support

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• Middle to high earning jobs: attract high earning jobs (eg. resource and health sectors); promote an Education City including attracting international students both secondary and tertiary and building the capacity of the existing University Campus • Tourism: integrate visitor experience with economic growth by leveraging events as economic drivers enhancing visitor experience and extending stays; build capacity in the existing convention and conference market to facilitate higher occupancy in accommodation houses • Business brokers and real estate principals: seek assistance to target prospective business development and relocation opportunities • Primary target industries: actively target existing businesses in over populated growth areas with incentives to invest and relocate to the region • Primary sectors: ensure a collaborative approach is maintained with business and council to facilitate expansion and growth

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Where we need to be

Key Sectors

Tourism

Primary Sectors

The Fraser Coast is Australia’s premier nature-based holiday destination, attracting around 800,000 visitors a year. The Fraser Coast offers some of the world’s most sought-after natural attractions — World Heritage-listed Fraser Island, the start of the Great Barrier Reef, and close encounters with Humpback Whales. The region includes the popular holiday destination of Hervey Bay and the heritage-rich city of Maryborough, one of Queensland’s oldest settlements. Tourism contributes approximately $222 million to the regional economy and directly provides around 3,000 jobs.

The following industries have been identified as Primary Sectors for business investment and attraction on the Fraser Coast. Growth within these sectors will flow to key Secondary Sectors.

Health The Fraser Coast has excellent health services with five main hospital facilities and specialist services as well as aged care services. There are approximately 100 general practitioners located across the region in 30 medical centres. The region will soon have access to a state-of-the-art hospital with the planned development of St Stephen’s Hospital and Uniting Care Health’s $100 million facility. It is anticipated the hospital will attract and help retain high quality medical professionals and clinical staff to the region.

Education and training The Fraser Coast offers a seamless transition from early childcare through to university with a range of quality education and training services. Tertiary education is delivered through the University of Southern Queensland, Wide Bay TAFE and accredited training organisations providing a range of certificate, undergraduate, and graduate opportunities. Approximately 40 primary and secondary schools offer private and public education across the region. The Fraser Coast is also an exceptional destination for international students with modern education facilities, dedicated professional staff and state-ofthe-art technology creating an excellent learning environment.

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Fraser Coast Regional Marketing Strategy 2012–2013

Manufacturing and Services As the hub of the Wide Bay Burnett region, the Fraser Coast has an established engineering, machinery and equipment manufacturing industry. Manufacturing is one of the region’s largest economic and employment sectors accounting for 10% of employment. It has the potential to become world-class, particularly in transport, mining, industrial equipment, agriculture and waste. A period of growth and investment is underway, particularly in the engineering and mining sectors.

Mining A gateway to the mining regions of Central Queensland, the Fraser Coast offers a wealth of opportunities for Queensland’s resource sector and its employees. Fast, efficient transport corridors are tailor made for Fly-In/ Fly-Out and Drive-In/Drive-Out services. The Fraser Coast’s extensive, established manufacturing industry provides world-class capabilities in transport, mining and industrial equipment. The region has a large, highly skilled workforce including mine ready and industry relevant skills. Training is available locally and includes specialised TAFE courses.

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Where we need to be

Aviation

Accommodation and hospitality

The Fraser Coast is ideally placed to become a major hub for the State’s aviation industry. The region has all the necessary attributes and capacity to attract, establish and support an expanding aviation industry. The region is serviced by two first class airports in Hervey Bay and Maryborough.

The tourism industry in the Fraser Coast has been a catalyst for the development of world-class accommodation and hospitality services. Local accommodation options include an award-winning eco-resort at Kingfisher Bay, family-friendly motels, private and public camping grounds and beach houses. The Fraser Coast offers a range of accommodation for every visitor from 5 star hotels to backpackers, along side fine dining, cafes and hotels to cater to everyone’s holiday needs.

A catalyst for structured growth is provided through the Fraser Coast Airports Master Plan 2011–2031 which provides a clear planning framework for the next 20 years. The Master Plan’s strategic focus is to maximise both the aviation and non-aviation development of Fraser Coast airports. Key features include planned expansion of the airport precincts to facilitate greater participation by recreational and commercial users who have the lifestyle advantage of being able to work and live close to the airports.

Secondary Sectors Construction Construction is one of the Fraser Coast’s major industries with 23.1% of local businesses operating in the construction industry. A number of major projects are about to commence and are expected to generate significant employment opportunities, in both the short and long terms. These include the major extension to Hervey Bay’s Stockland Shopping Centre which will create around 400 jobs during construction. A $100 million expansion of St Stephen’s Private Hospital is also expected to create more than 400 jobs during construction.

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Retail and wholesale The region boasts an expansive retail sector, ranging from leading department stores to boutiques selling unique ware. It is home to five major shopping centres which include a host of specialty stores and dedicated food courts. Confidence in the retail sector and the forecast growth of the region has led to two of the major centres — Stockland Hervey Bay and Station Square in Maryborough — planning $100 million expansions. Shopping precincts in Maryborough and Hervey Bay offer the latest in fashion, leading-edge technology, giftware, jewellery and footwear. They also boast a host of quality cafes selling premium coffee and home-made food.

Professional services The Fraser Coast offers a wide range of professional services with 13.3% of the local work force engaged in professional services. Residents of the Fraser Coast enjoy a relaxed lifestyle away from major cities, but are still able to access high quality professional services across a wide range of disciplines including medical, legal and educational services.

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HOW WE ARE GOING TO GET THERE Marketing and positioning Fraser Coast as a premier location for business investment and growth requires an efficient, effective and integrated marketing strategy. It is built on the four themes of Play, Live, Work and Invest.

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Fraser Coast Regional Marketing Strategy 2012–2013

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How we are going to get there

Fraser Coast Opportunities to Marketing Objective 1. Grow awareness of the region’s unique natural environment, attractions and facilities 2. Maximise tourism expenditure and dispersal of visitors throughout the region 3. Build a strong regional events program that contributes to the economic prosperity of the region Strategies

Actions

Measures for Success by 2013

Maximise Joint Marketing Agreement with Tourism Fraser Coast to achieve Council’s tourism goals.

• Specify desired outcomes from annual tourism investment by Council in particular: • Encouraging dispersal of visitation throughout the region • increasing overnight stays in the region • building awareness of the region as a destination

• To achieve the goals and measures outlined in the Fraser Coast Tourism Strategic Plan

Encourage the development of new tourism experiences, services and infrastructure

• Promote Council’s plans for new tourism infrastructure to tourism wholesalers

• Target two new wholesale products for international visitors

Encourage residents to holiday at home

• Redevelop and promote Our Fraser Coast website

• Achieve 20% increase in Staycations cardholders from 9,000 to 11,000

Grow niche group travel market

• Attract niche leisure groups to travel to the Fraser Coast

• Achieve successful bids for at least two bids for major groups

Leverage regional events to improve tourism yield for the region

• Implement the Fraser Coast Regional Events Strategy 2009–2013 • Implement economic impact calculator for regional events.

• Target two new regional events to come the region.

Pursue water-based sports event to improve tourism yield for the region

• Develop and implement Fraser Coast Sports Strategy to bring targeted sporting events to the region

• Complete Sports Strategy by Sept 2012 • Target two new sporting events hosted in the region

Positively enhance the overall visitor experience to the Fraser Coast

• Provide a comprehensive and professional service to visitors to the region through our Visitor Information Centre and online services

• Achieve at least 90% annual visitor customer satisfaction rating

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How we are going to get there

Fraser Coast Opportunities to Marketing Objectives 4. Increase awareness of the region’s enviable lifestyle and encourage new residents to relocate to the Fraser Coast 5. Attract skilled workers to the region Strategies

Actions

Measures for Success by 2013

Evoke a sense of pride and encourage local ambassadors for the region

• Develop and promote portal page for Live on Fraser Coast opportunities website • Plan and implement local advertising campaign • Further develop My Fraser Coast ambassador program

• Achieve increase in Staycations cardholders from 9,000 to 11,000 • 10% increase participation in Council ambassador programs • Publish monthly testimonials.

Improve communication between Council and residents

• Expand and update Fraser Coast Opportunities website • Maintain and expand social media presence (ie. facebook) • Engage in community forums • Prepare and distribute e-newsletter for residents.

• Achieve increase in subscription of monthly e-newsletter from to 7,070 to 8,500 • Build subscribers to social media channels to 1,000

Market the region to potential new residents

• Plan and implement local advertising campaign • Prepare Regional Fact Sheets • Prepare Business Relocation and Attraction Guide

• Achieve increase in new resident enquiries from 150 to 500 • Achieve increase in subscription to My Fraser Pass 430 to 1,000

Attract and retain high earning jobs

• Implement Live Here, Work There campaign involving growth industries including mining

• Target 20 enquiries to boost local work opportunities

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How we are going to get there

Fraser Coast Opportunities to Marketing Objectives 6. Grow employment opportunities for residents of the Fraser Coast 7. Build opportunities for local businesses to leverage from initiatives to achieve sustainability 8. Increase the profile of the region within the conference and incentives market Strategies

Actions

Measures for Success by 2013

Encourage local businesses to diversify and embrace new technologies

• Develop and promote portal page for Work on Fraser Coast opportunities website • Implement co-operative online campaigns with local businesses

• Target 10 businesses participating in online workshops • Target 10 businesses participating in co-operative online marketing • Attract 10% increase in subscription of bimonthly e-newsletter from to 176 to 1,000 • Build subscribers to social media channels to 1,000

Encourage networking and cross promotion

• Implement Boost your business campaign • Present at Chamber of Commerce breakfasts • Sponsor 1 business networking function per year in Hervey Bay and Maryborough

• Achieve increase in Boost your business offers and uptake from 45 to 80 • Target participation of 40 local businesses in networking functions • Achieve 24 business events listings on FCO website

Encourage local businesses to leverage from events

• Implement co-operative online marketing campaign with local businesses

• Secure six sponsorships from local businesses

Target primary sectors for relocation to the Fraser Coast

• Conduct domestic business trips to meet business decision makers • Expand and update Fraser Coast Opportunities website inc. online enquiry and welcome business investment pack • Prepare Business Relocation and Attraction Guide

• Target four domestic business trips • Target 12 potential relocation enquiries • Distribute 500 guides and information packs.

Promote educational facilities and attract international students to the region

• Profile affordable accommodation and education facilities for international students

• 200 visits to section of website • Implement database and content links from FCO website

Profile business success stories

• Develop business profile section of Fraser Coast Opportunities website • Profile Council’s role in growing employment opportunities as part of overall media relations strategy

• Target 12 business profiles published • Publish 12 business testimonials

Build profile of regional conference and incentives capability

• Develop conference, meetings and incentives content on the Fraser Coast Opportunities website • Develop cooperative packages and promotional offers

• Generate 12 enquiries

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How we are going to get there

Fraser Coast Opportunities to Marketing Objectives 9. Attract businesses and new industries to the region through promoting the Fraser Coast’s value as a business location 10. Generate enquiries about business expansion and relocation of new businesses to the region Strategies

Actions

Measures for Success by 2013

• Foster sister city relationships on a business and cultural platform to encourage foreign investment into the region

• Finalise Chinese Garden in Hervey Bay • Prepare and implement co-operative marketing campaign involving sister cities and designed to attract additional investment

• Target one delegation per year

• Promote new business opportunities

• Conduct domestic business trips to meet business decision makers • Expand and update Fraser Coast Opportunities website including portal page for Invest; online enquiry and welcome business investment pack • Develop business directory • Develop business profile section • Prepare testimonials • Prepare e-newsletter for businesses • Prepare Business Relocation and Attraction Guide • Implement media relations strategy

• Target four domestic business trips • Identify five new businesses with potential to relocate to the Fraser Coast • 12 enquiries from Fraser Coast Opportunities webpage • 100 guides and investment packs distributed

• Develop and support presence at various tradeshows to ensure consistency of brand and Fraser Coast message

• Attend or sponsor four investmentgenerating trade shows per year • Develop trade display resources • Implement procedure for investment enquiry follow-up

• Generate 12 investment enquiries

• Target high value, high-yield, innovative industries and companies

• Prepare industry-specific DVDs • Prepare industry-specific news blasts • Convert investment enquiries into site inspections and familiarisations • Implement business development process

• Target 12 potential development enquiries (1 per month) • Target six industry-specific news blasts • Set benchmark for investment enquiries through Fraser Coast Opportunities webpage

• Be recognised as a local government that works for business

• Profile Council’s role in generating new investment opportunities as part of overall media relations strategy • Continue to consult and engage closely with strategically important stakeholders in State and Federal Government departments and related agencies • Implement Business Development Survey

• Generate 12 positive media stories • Target at least 75% satisfaction with key stakeholders

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APPENDIX A

Appendix A

Primary Marketing Activities Online Marketing Strategy A) Interactive/Website Development and Online Marketing Continue to develop content and functionality on frasercoastopportunities.com.au, an independent and comprehensive website designed to provide information to prospective investors. This site aims to be the primary tool used by decision makers when considering Fraser Coast for their business relocation, expansion or small business needs. In order to continue to position the website as the primary source for Fraser Coast’s economic development information, Council will develop and implement the following: • Develop Content: Expand and update the content on frasercoastopportunities.com.au on a regular basis to deliver news and information to business decision makers. Content will be optimised to enhance the site’s search rankings. Ensure website covers information on:

business hours) about where to find certain information within the site or who to contact if that information is not available. • Quick Polls: Develop a survey feature, allow quick polls on relevant homepage topics via survey monkey • Interactive Tools: Develop interactive calculators to compare costs of living and customizable search tools to answer frequently asked questions of site selectors. These tools would allow the target audience to get the data and information they need quickly and accurately. • Online Marketing: execute an online marketing strategy to position the state for economic development and business recruitment targeting both domestic and key international markets. • Develop portal pages — live, play, invest, partner, work • Prepare DVD testimonials

-- Existing infrastructure, plans for development and projected capital

• Develop on online enquiry and welcome business investment and resident packs

-- Investment environmental compliance requirements

• Develop business directory

-- Competitive transportation opportunities and alternatives

• Develop business profile section

-- Serviced and adequately zoned sites -- Human resources and workforce development delivery system -- Ready access to key suppliers and support services -- Data and information must be easily and immediately accessible -- Quick response times for Development applications. • Live messaging feature: Develop a live chat feature where users can ask questions (during

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• Develop Boost your business offers • Monitor visits page views and time spent on site.

b) Social media The Fraser Coast regional Council will continue to maintain Facebook accounts, as well as engage in community forums, in order to share news and updates. Key activities include: • E-newsletter functionality and registration for residents and business enquiries • Facebook - implement facebook site and coordinate polls and engagement activities

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Appendix A

Co-operative marketing Campaigns A number of key campaigns will form part of the marketing strategy. These include: • Boost your business • My Fraser Pass • Our Fraser Coast • Staycations • My Fraser Coast Testimonials and Ambassador campaign • Live Here, Work There

Direct communication to key decision makers Fraser Coast Regional Council will execute a direct marketing strategy that specifically targets key decision makers. We will implement the following as part of this strategy to increase awareness and improve relations with this audience:

Promotional materials will be produced and updated as needed in order to support business recruitment and expansion efforts for each identified targeted industry sector. Publications are updated frequently; available on a print-on-demand basis; customisable by individual economic developers for use with specific client needs; and distributed through direct mail, trade shows and signature events. Key publications include: • Fact sheets • Testimonials • Industry-specific DVD’s.

General marketing collateral A range of promotional materials will be produced including:

• Send events invitiations to targeted decision makers i.e. real estate agents

• Style guide

• Distribute Industry specific DVD’s

• Promotional DVD

• Provide business relocation and attraction guide

• 16-page regional investment magazine

• Promote My Fraser pass • Continue database optimisation to build decision maker contacts • Distribute regional newsletter quarterly to maintain awareness and recall of the Fraser Coast • Distribute industry specific news blasts.

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Collateral for specific industry sectors

Fraser Coast Regional Marketing Strategy 2012–2013

• Regional fact sheets

• Trade display resources • Promotional material produced as required to support business recruitment.

Trade shows and signature events Trade shows offer developers the opportunity to network and meet with potential clients, establish new business leads and develop relationships with potential clients. Fraser Coast Regional Council,

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Appendix A

together with Friends of Fraser Coast, will sponsor events designed to provide networking opportunities for state economic developers and key allies and partners, in order to provide timely updates and information and to communicate the Fraser Coast’s distinct advantages to key audiences throughout the year. This will include: • Attendance at 4 trade shows a year • Facilitation of industry-specific familiarisations to prospective business clients • Attendance at or sponsorship of business dinners at conferences.

Paid media (Advertising and marketing campaigns in print) A program of paid advertising will be designed to generate brand awareness, inquiries and qualified leads. The program will include: • Advertising in Gladstone Independent • Editorial and advertising in investment magazines • Advertising in APN investment sections • Advertising in Spirit magazine

Development of multimedia As part of our integrated marketing strategy, the following multi-media items will be produced: • Regional DVD — outlining the regions strengths and advantages • DVD testimonials — championing the benefits of living and doing business in the Fraser Coast.

Public Relations A comprehensive media relations program will be designed and implemented to attract favourable media coverage and publicity while showcasing the Fraser Coast’s unique attributes and success stories: • Continue to leverage significant media attracted by Tourism Fraser Coast • Using internal media relations, continue to generate favourable media, success stories • Conduct Google news feed/ searches.

Research brand awareness Undertake research to ensure that the Fraser Coast Brand is clearly understood and recognised in major centres including Brisbane, Sydney and Melbourne.

• Developing regional billboards

Stakeholder consultation

• Advertising on bus skins

Stakeholders will be consulted via one-on-one interaction, online surveys and business forums of the following organisations:

• Targeted editorial in industry-specific magazines.

Domestic business trips Business trips will be undertaken to strategically target key decision makers to encourage: • Business to relocate to the Fraser Coast • Investment in industry and infrastructure in the region.

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• Tourism Fraser Coast • Chambers of commerce • Department of Employment, Economic Development and Innovation (DEEDI) • Regional Development Australia (RDA) • Urban Development Institute of Australia (UDIA) • Economic Development Advisory Committee (EDAC).

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w www.frasercoastopportunities.com.au p 1300 79 49 29 e enquiries@frasercoast.qld.gov.au


Fraser Coast Regional Marketing Strategy