Creative Central Marketing Agency Project proposal: Ipskay Central Escape to Ipskay… Welcome representatives of the Ipskay City council

Creative Central Marketing: Consulting agency WHO WE ARE: A marketing consultant team who are well informed about modern thinking on the role of public arts and culture, understood as the Creative Industries, in social and economic development. OUR ROLE: To provide advice and direction in the ‘branding’ of Ipskay to bring connectivity, awareness and development, economic growth and tourism to the already present creative industry venues. We will be refurbishing a somewhat dated creative concept, inviting a new vibe and ‘face’ of Ipskay. We aim to demonstrate how to attract the right organizations to work together towards this common goal.

The Project Team INDIVIDUAL ROLES: Sally Holzberger – Project Advertising supervisor Responsibilities: Market research and timeline development Skills: Direction of advertising strategies and street team organisation. Major: Advertising Jonathan De Araujo -Graphic and media concept designer Responsibilities: Creative communication design and blue prints Skills: Graphic, concept design and IT. Major: Design Claire Taylor -Public Relations Officer Responsibilities: Maintaining communication between City Council, public and C.I. Skills: Interpersonal communication skills. Major: Public Relations Amanda Doyle -Organisational leader. Responsibilities: administration work Skills: integrated marketing communications. Major: Marketing

Council criteria The way we do this is through…. Appealing to the “Creative Innovation & the Arts Policy” targeting the Ipskay general public, visitors and tourists. "concepts of creativity and culture need to be integrated into all aspects of the information age in its public policies“-(Shalini Venturelli) Policy priorities: Culture Community spirit Tourism and Environment The way we do this is through….

Our mission and vision: Options for Achieving Objectives To build and develop these policies and Ipskay’s creative industries by: Branding concept to “promote” Ipskay as a cultural product Connectivity of creative Industries To create awareness, development and growth Completion of this proposal will lead to long lasting, sustainable economic gain, community benefits and growth in tourism.

Branding Ipskay The Branding concept: -A visual and commercial link between creative and cultural centers of Ipskay -Incorporates colours, logos and symbols in signage, tv commercials, leaflets and on public transport. -Our brand name -‘Ipskay central’ -Our slogan- ‘Escape to Ipskay…’ It will encourage awareness, development and exploration of the existing creative industries under the brand which we create. ‘The Creative Class lifestyle comes down to a passionate quest for experience. The ideal…is to “live the life” – a creative life packed full of intense, high quality, multidimensional experiences.’ – The Experiential Life, Richard Florida Here are some visual examples…

Concepts

Pilot Projects: Examples of branding concept Branding has been utilised in a simular fashion in: campaign ‘Downtown Brisbane’ campaign The feasibility of this project is proven through the success of these previous campaigns. Campaigns which are widely recognisable, reach large audiences, refresh dated creative sites, create a community vibe and mould a new suburb ‘face’.

Branding Justification Branding creates common elements across entirely different facilities. It will re-modernise the existing features of Ipskay, bringing a new feel and experience. Advertising is important for establishing Ipskay as a ‘hub’ for the creative class not only to local Queensland residents, but also its tourists and international visitors. It also hopes to work on two key areas -connectivity -awareness and development…..

(John Howkins, The Mayor’s Commission on Creative Industries ) Connectivity “It is time to take an inclusive, integrated approach to creativity and innovation” (John Howkins, The Mayor’s Commission on Creative Industries ) The main effect of connectivity is a sense of community spirit However it also: -Creates social cohesion Between diverse cultures, people and creative centers Between creative precincts by encouraging collaboration. Between tourists and the Ipskay central brand Connection allows creative flow : interlined and intertwined creative space Creates unified public goal and community participation

How we connect: -common elements –logo and associated branding/advertising -loop bus and tours -information centre “hub” –distribution point for leaflets -pamphlets – connecting people to current events -sponsoring events which incorporate separate creative precincts

Awareness and Development People who are unaware of what is at their communities disposal and thus are not involved within it, will simply become passive viewers. (Shalini Venturelli) The main effect of creating awareness and development is growth in tourism and environment -The refurbishment of Ipskay’s creative venues will result in a environment that is new for both locals and outside tourists to explore and experience. It seeks to utilise existing creative corridors to become the face of Ipskay events I.e. sponsorship

How we create awareness and development: Marketing and advertising strategies: ‘Whats on?’ promotions Website Letter drops T.v. commercials Event sponsorship

Project Implementation Timeline Initial Advertising and PR of project Set up of Project team and Creation Timeline Brand and Signage development and Release Creation of an interactive Website Refurbishment of City Hall to include a Creative Industries Hub which has information about the Creative Industries Creation of a Free Loop Bus Route and Schedual

External Partners Ipskay City Council Ipskay Public Transport - Ipskay Council Bus Services Ipskay Arts Council Ipskay CREATIVE INDUSTRIES: Ipskay Opera House and Museum Ipskay Central Boiler Room Theatre Shot Tower Mall Ipskay Central Shot Tower Mall Multiplex Cinemas Riverside Ipskay Paradiso Cinema Peterson Home Museum

Additional Staffing Requirements Advertising Firms Further City Council employees Bus drivers Builders and Maintenance workers Signage and Advertising Manufacturers Project ‘Street Team’ members Informational guides – includes ‘Hubb’ employees Tour guides

Proposed Funding Level & Revenue Budget & Ballpark costs: Marketing Services (provided by Ipskay Central Marketing): ~ $10000-$12000 Branding: ~ $10 000 - $12 000 Advertising media and press: ~ $8 000 - $10 000 Construction Materials: ~ $12 000 - $15 000 Transport: ~$20 000 - $22 000 Total: $71000 Un-anticipated expenses: ~$29 000 Total Grant applied for: $100 000 These will be reduced through the collection of revenue from visitations to Creative Industries sites, events, general tourism and donations.

(The Experiential Life, Richard Florida.) Beneficial outcomes “It is these memories of real world experience that stimulate creativity and so the cycle continues.” (The Experiential Life, Richard Florida.) Provide a sound foundation for future developments Collective community identity Industry collaboration Improved city aesthetics and practicality Tourist opportunities/ growth Increased business opportunities and employment Improved economy

Conclusion Our proposal offers advice and direction in the ‘branding’ of the Ipskay Creative Industries. By doing this the present Creative Industry structures and venues can be utilised within Ipskay. This will ultimately lead to economic growth and attract the right organizations to work together in improving Ipskay. It is important to the growth of this town that new opportunities such as this are taken. Thank you for your time, are there any questions, queries or comments on our proposal? Do not hesitate to contact us in the future if you have any other questions or needs. Visit our website www.CCMarketing.com.au