Driving digital success Central Geelong Marketing Mainstreet Australia – Victorian Conference - October 2016

Central Geelong - Just so you know Central Geelong – 50 mins from Melbourne Social, business & cultural heart of Geelong Region. 20,000+ visitors per day; 21,000 workers; 2100 residents; Regional population 280,000+ Central Geelong Marketing - a special rate on 1507 properties 2015-2016 Budget was $804,000 - ‘Total Economic Output’ of key activities $17M (Remplan) 2016-2017 Budget - $1,045,000

What we were doing Website: www.centralgeelong.com.au with business Facebook and instagram Databases – business/ general/ food/ markets/ school holidays – postal and email Grant for development of a Smart Phone app No dedicated resources – all in-house and absorbed into existing roles 1 iPhone/ 2 iPads/ PCs

Changing technology and the way people accessed information had changed and we needed to change with it.

What did we do: Digital Strategy: Early 2014 – Digital Strategy developed April 2014 – CGMC adoption of strategy - Funds allocated in 2014-2015 budget May 2014 – Created Digital Marketing Officer position June 2014 – Recruitment of Digital Marketing Officer July 2014 – Digital Strategy implementation July 2015 – First full year figures July 2016 – Second full year figures

What the strategy involved Target Markets Clear objectives Content –‘Magnetic content’ - quality images/ video ‘Tone’ – human, conversational, authentic Evaluation Tactical Platform Plan Response Guide Resourcing

How we evaluate and measure success Facebook insights and Google Analytics – performance metrics Audience Metric: Number of page likers Reach Metric: Total Potential Reach Engagement Metric: PTAT Post Metric: Likes, Comments, Shares, Reach EDM: Click throughs Growth – Databases Captured on a monthly basis Easy to read report

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What did the tactical platform plan include? Social media; Web; Mobile; Email; Database; Smartphone app Within each platform Objectives/Action Target/ Achieved via; Measured by Topics/ content overview Timing / frequency

Facebook What works Love Central Geelong Authentic content/ great photos Strict scheduling Linking to website What we learnt Get testimonials Know what works & when

Smartphone App What works Make content valuable Linking to the website Provide opps for easy download What we learnt Allow more time than you think Good to link to events

Web What works Use of micro sites Unique URLs for campaigns Incorporate social What we learnt Watch band width Need a flexible site

Database Management What works Use tools available Think like the customer Brand consistency Segment your audience What we learnt Audit regularly Opt in versus opt out

Digital Solutions to Support Traders What works Utilising the website Utilising the app Toolbox What we learnt Lots of hand holding Embracing technology can be slow

Free Wifi and Pedestrian Counting What works Encouraging downloading of app What we learnt New technology can change current practice

Source GREAT photos Real people Real businesses User generated content

How effective can it be? Post to promote new business Metrics – reach/ likes/ comments/ shares Pre & Post stats Business testimonials Put a value on it 2 Chambers Post reach 23,086 181 likes, 174 (excited) comments 100+ new customers Est. value $50,000

How effective can it be? Smartphone App Content – reasons to keep Pre & Post stats Make it easy Floating tree music on app 7165 downloads – app & mobile #11 in iTunes category Link to CoGG pages 79m imp #geelongchristmas 3.2m reach/ 100k likes

Key lessons: Resources Responsive Communicate wins Consistent brand Educate on effectiveness Know your audience/ customers Measure measure measure

Questions Jodie Reyntjes Julie Nardi Executive Officer Digital Marketing Officer Central Geelong Marketing Central Geelong Marketing