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

2. 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 Budget was $804,000 - ‘Total Economic Output’ of key activities $17M (Remplan) Budget - $1,045,000

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

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

5. What did we do: Digital Strategy:
Early 2014 – Digital Strategy developed
April 2014 – CGMC adoption of strategy
- Funds allocated in 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

6. 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

7. 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

8. .

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

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

11. 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

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

13. 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

14. 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

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

16. Source GREAT photos
Real people
Real businesses
User generated content

17. 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, likes, 174 (excited) comments 100+ new customers Est. value $50,000

18. 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

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

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