Marketing & Activation Plan 2018 - 2021 · the Marketing and Activation Plan are progressed. Lead...

Marketing &Activation Plan2018 - 2021

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Contents and copywritingRobyn SimonSmashed Avocado Communications

Graphic DesignKristie HunterHunter Design

PhotographyRob WrightRob Wright Photography

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Contents

4. Introduction

5. OverviewofCoffsCityCentreMasterplan and Vision

6. UnderstandingthePlace

7. MapofCBD

8. Trends impacting Town Centres

11. TargetMarkets

12. Our Six Success Strategies

19. BudgetBreakdownover3Years

20. First12Months-KeyDates

24. EvaluationToolstoMeasureSuccess

The original custodians of the Coffs Harbour region are the Gumbaynggirr people.

Gumbaynggirrpeoplehaveoccupiedthislandforthousandsofyears,formingoneofthelargestcoastalAboriginalNationsinNewSouthWales.TheirNationstretchesfromtheNambuccaRiverinthesouthtoaroundtheClarenceRiverinthenorthandtotheGreatDividingRangeinthewest.

TheCoffsharbourregionacknowledgesthecloseconnectionbetweenAboriginalpeopleandthelandtopromotethenaturallandscapeandtheirheritage.

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IntroductionSincetheGlobalFinancialCrisis,townsandcitiesacrossAustraliahaveundergonesignificantchange.Reduceddiscretionaryspendcoupledwiththegrowinguseofdigitaltechnologyhasforeverchangedthewayconsumersbehave,howtheyshop,whenandwheretheydobusiness.ForCoffsCityCentrethishascomeatatimeofincreasedcompetitionfromothercentres,inparticularParkBeachPlaza,theJettywithitsdiversefoodexperienceandHomebasewithitsstrongmixofhomewarestores.TheCityCentreMarketing&ActivationPlan(thePlan)coversathree-yearperiodandsupportstherepositioningofCoffsCityCentreasadestinationfeaturingworldclassdesignofphysicalfabricthatcreatesauniqueandcreativestreetscapethatinspiresallthatvisit.ThePlanrecommendsaproactiveapproachonthepartofallstakeholders-propertyowners,landlords,businessowners,theCouncilandtheCBDCityCentreMarketingCommittee-toachievearelevantandcolourfulmixofbusi-nesses,andarobustdayandnighttimeeconomy.

StrategicactionsarerecommendedinthisplanthatbroadlysupportthefollowingSIXareas–

6 Key Areas

Set up trader communication support structure

Collective trader promotions to boost trade and grow customers

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2.

3. Marketing of Coffs City Centre

4.

5.

6.

Development of the finegrain layers of the CBD

Strengthen business resilience

Promote opportunity for external event organisers

Key Results

(a) increased customer spend in

the City Centre

(b) increased usage of the City

Centre by pedestrians and

(c) increased levels of business

confidence.

KeyresultareasofthePlanwillfocusprimarilyon:

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Coffs City Centre Masterplan Vision

Tocreateaplacewhereeconomic,socialandculturalpursuitsfusetoenrichandenlivenallwholive,workand visit the City Centre

AtourcorewillbeastrongheartfromwhichtheripplesofvibrancyandprosperitywillflowthroughouttheCityCentreandtotheregionasawhole

Let’sreigniteaglowintheCityCentrethatwelocalsareproudofandforwhichvisitorsbecomeattachedto.

TheCityCentrewillbeadestinationfeaturingworldclassdesignofthephysicalfabricthatcreatesauniqueandcreativestreetscapethatinspiresallwhovisit

TheCityCentreistobereinstatedasthekeyretailprecinctinCoffsHarbourasithistoricallyhasbeen

For the City Centre to be the core entertainment hub ofCoffsHarbourwhichregionallyattractsfestivitiesandeventsforthesocialandeconomicbenefitofthecommunity and as a new attraction for tourists

Complementingtheentertainmentprecinctwillbenumerousculturalinitiativesthatshowcasethetalentofourmanyartists,musicians,chefsandlocalprovidores.

Overview of CoffsCityMasterplanand Vision“TheCityCentrewillbeadestination

featuringworldclassdesignofphysical

fabricthatcreatesauniqueandcreative

streetscapethatinspiresallthatvisit”

- Coffs Harbour City Centre Masterplan 2013

Purpose of the Marketing & Activation Plan

TheMarketingandActivationPlanaimstocapturetheessenceoftheCoffsCityCentreMasterplanandcommencetheprocesstoachievingthisvision.

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Understanding thePlace“Acity’simageandbrandisultimatelyonlyasstrongastheperceptionsheldbyitsvisitors,itsresidentsandkeylocalstakeholders”

-Successful Town Centres: developing effective strategies – Andres Coca-Stefaniak, Association of Town & City Management, Westminster, London UK.

Observations:Despite some vacancies, Harbour Drive offers some of the region’s best independent retail. Many specialist stores continue to thrive with a growing number now open on Sundays. The abundant supply of parking makes it ideal for retail, however the challenge for landlords of vacant space will be finding the right tenancies in a shifting trading environment.

Coffs Central

playsapivotalroleinattractingcustomersintotheCBDduetoitscentrallocation,itsstrongretailofferandcustomer-friendlytradinghours.Businessappearsrobustandcafeswithinthecomplexoffersomeofthearea’sbestalfrescodining.ThenewhotelandrestauranttoopenwithinthecomplexshouldenhancetradetoCoffsCityCentre.

Moonee Street

TheMooneeStreetfoodclusterattractsstrongcustomafter5pmofferingfoodoptionsatanaffordablepricepoint.Smallbespokebars, cafes and restaurants are intrinsic to the success of a town centreandthe“hip”hospitalitybusinesswhichhasopenedinCoxLanehasaddedanewlayerofinteresttoboththedayandnighteconomyonthewesternside.

The CBD’s arcades and laneways

ifdevelopedandthemed,couldofferpotentialtosmallerspecialistretailandasabackdropforlocalartists,withthelonger-termviewofrunningorganisedtours.ThebacklanerunningparalleltoHarbourDriveandParkAvenuehasattractedtwofoodestablishmentsandtheareaoffersfurtheropportunityforartistsanduniqueactivations.

CeX and Woolworths

aresignificanttenantsonVernonStreetandParkAvenuerespectivelydrivingasteadyflowofpedestrians.Whilsttherearesome vacancies on other feeder streets, there is a strong mix ofsuccessfulservicebusinesses.TheproposednewcivicandculturalspaceonGordonStreetshouldaddanewdimensionasitissituatedclosetotheretailandcommercialhub.

Brelsford Park

isawide-opengreenspace.Itoffersageneroussizedopenspace,goodamenity,toiletandplaygroundfacilitiesandiswithineasywalkingdistanceoftheCBD.Itprovidesopportunityforexternaleventorganiserstohostlargedrawcardeventssuchas concerts, movie nights, food and community festivals.

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MAP

OFCO

FFSHAR

BOURCB

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Trends impacting Town Centres“The successful town centres of the future will need to be distinctive and memorable. They will provide the glue, the social connection for a digital generation seeking a vibrant, stylish and cosmopolitan experience”

Despiteagrowingageingpopulation,consumerspendpowerisrapidlytransferringtoayoungerdemographic.54%oftheAustralianworkforceisnowunder40andby2025thetwodigitallynativegenerations(knowngloballyasGenYandGenZ)willmakeuparound70%oftheworkforce.With93%oftheirdigitaltimespentonmobile,it’sastrongreminderoftheneedforcontinuedadaptation.

Foodplaysacentralroleinatowncentreexperienceandactivation.Australiansarevisitingmorerestaurants,barsandfastfoodoutletsthaneverbefore.Cafesandbarsaregoingupmarketanditseasierthaneverfornewbespokeestablishmentstoenterthemarket.ThehospitalityindustryhasbecomeoneofthelargestinAustralia.

Consumersseekinterestingdestinationsthatofferacombinedfood,entertainmentandleisureexperience.Weekendshoppingcontinuestoholdswaywithapproximatelyone-thirdofallspendingnowcarriedoutonSaturdaysandSundays(bothonlineandinstore).TheSundayleisureshopperisoneofthemostsoughtafter(andfoughtafter)bymajorAustralianretailersandsupermarketgroups.

Towncentreperformancehastraditionallyfocusedaroundthedaytimeeconomyyetoneofthemostnotablechangesinthepastdecadehasbeentheriseofthenighttimeeconomy.In2009itwasvaluedat$90billionandby2013hadgrownto$102billion.Itisnowconsideredanintegralpartofacity’scommercial,culturalandsocialfabric.

Towncentresarealsobeingimpactedbywiderindustrychangesuchasthegrowthofonlinegroceryshoppingandtheconvenienceofhomedelivery,theintroductionofelectronicanddriverlesscars,deregulationofthetaxiindustry,growthofmusic,movieandbookdownloads,reductionofvisitsforessentialservicesduetoonlinebankingtransactions.

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T I M EF O R S O M E

FRESHT H I N K I N G

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TargetMarketsThe Coffs Harbour population continues to risewithgrowthinthe35-44agebracket,followedbythe55andoveragebracket.Manyoftheformerareyoungfamiliesseekingtoescapethecitywhilemorematurepeoplearelookingforanareawithgoodamenity(eghospitalandairport)tosupporttheirretirementlifestyle.

The 35-54 age bracket traditionally make up one of the largest spend groups due to theirlifestageieraisingandeducatingtheirchildren.However,thisgroupisdiscerningabouthowandwheretheyspendtheirleisuretimeandareincreasinglyreliantononlineshoppingtorebalancetheirbusylifestyle.

The 55-64 group have significant discretionary spend power. Labelledhistoricallyasempty-nesters,manyarestillinfulltimeemployment.Theyaresomeofthebiggestpurchasersoftravel,wine,homerenovations,furnishingsandhomewares,cars,computers,mobilephonesandeatingout.Mostaresocialmediasavvy,educatedandinformed.

A range of people from supermarket workers to professionalsmakeuponeoftheprimecustomergroupsforCoffsCityCentre’sdaytimeeconomyonweekdays.WhilethesearepeoplemostlyfromtheCoffsHarbourandBellingenLocalGovernmentAreas,thereareanincreasingnumberofcommutersfromtheGraftonandNambuccaareas.

In 2017 Coffs Coast hosted 833,200 domestic and 90,200 international overnight visitors.35%ofdomesticvisitorsarefamilieswithchildrenwhoenjoyactivitiessuchasshopping,eatingoutandoutdooractivities.Youngsinglesmakeup55%ofinternationalvisitorsandtheover55s23%–bothgroupsenjoysocialexperiencesandvisitinglocalattractions.

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Our Success StrategiesThefollowingstrategiesandactionshavebeencraftedtostimulateandmotivatethelocalbusinesscommunitytoworkcollaborativelyandproactivelyinthedeliveryoftheMarketing&ActivationPlan.

Thereisastrongfocusonleadershipfrom within the business community andongrowingastrongcollectiveofbusinessesthatarefitforthefutureandworkcooperativelytoattractcustomersandgrowbusiness.

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Actionssupportthefollowingsixareas:1. Setuptradercommunicationsupportstructure

2. Collectivetraderpromotionstoboosttradeandgrowcustomers

3. MarketingofCoffsCityCentre

4. DevelopmentofthefinegrainlayersoftheCBD

5. Strengthenbusinessresilience

6. Promoteopportunityforeventorganisers

1. Set up trader communication support structure

Actions Role Year1 Year2Year3

1.1

1.2

1.3

Appointaninner-citycoordinatortoworkwithstakeholderstoensuretheactionsasarticulatedintheMarketingandActivationPlanareprogressed.

Lead

SetuptheATEAM-asmallgroupoftraderstoleadandprovidedirectiononinitiatives,helpingto inspire participation in consumer-focused campaignsandpromotions.

Updatetradersregularly–throughatraderspecificemailorsmsofallupcomingevents,andrelevantpromotionsandcampaignopportunities.

Lead

Lead


2.1

2.2

Promoteopportunityfor“themed”trader-ledmarketdayscapitalisingonThursdayfoottraffictoenhancebusinessacrosstheCBDegShopLocal,International,ChristmasorSeasonalthemes.

Lead

Lead

2. Collective trader promotions to boost trade and grow customers

Promoteopportunityfortrader-ledCoffsFashionNightOut–wherelocalfashionstoreshostindividualinstoreevents.Promoteopportunityforsponsor–suchasacharitytopartnerwithstorestohost“redcarpet”fashionparadesasafund-raisingevent.

continued >

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MockupofdecoratedCinemaWalkarcade

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2.3

2.4

2.5

PromoteopportunityforMooneeStreetrestaurantstoincreasetrade–encouragingacollaborativeapproachtomarketingthestripthroughspecialactivationsegMondayMagiconMoonee.

Lead

Lead

Lead

Promote opportunity for Sunday traders to increase trade–encouragingacollaborativeapproach(egthroughsocialmedia)tomarketingtherangeofretailstoresopenonSundays.

Promote opportunity for businesses to support “FootpathActivation”byprovidingCouncilguidelinesalongwithcontactsforentertainersandstreetperformers.

Source partner to promote Christmas shopping –suchasaspecialcolourmagazinewhichillustratesthebreadthofChristmasgiftingideasavailablefromtradersintheCBD.Provideopportunityforsponsor–suchasacorporate organisation to host a program of entertainmentoverthebusyChristmasholidayseason.

2.6 Lead/Partner

3. Marketing of Coffs City Centre


3.1

3.2

3.3

Generateregulare-newsletter(refreshedCityBuzz)presentingappealingarticles,storiesandimageshighlightingpositiveexperienceswithintheCityCentre.

Lead

Lead

Lead

Createcompellingcontentforsocialmediapostspresentinginformationofrelevancetothetargetmarketonaregular(egtwiceweekly)basis.

GrowreaderengagementofbothCityBuzzandSocialMediabyencouragingarangeofactionssuchas“sharewithafriend”and“lovelikesharecomment”.

continued >

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3.4

3.5

Lead

Lead/Partner

EnsureinclusionofmajorCityCentretraderactivationsandcampaignsinallappropriateandrelevantwhat’son,communitybroadcastsandpromotionalmaterials.

PartnerwithDestinationCoffsCoastonpromotionssuchas“48HoursontheCoffsCoast”or“TenIncredibleThingstodoinCoffsHarbour”toraisetheprofileoftheCityCentre.

4. Development of the finegrain layers of the CBD


4.1

4.2

4.3

Promote opportunity for property owners to revitaliseandtransformcityarcadestocreateniche destinations and provide new business opportunitiesandactivations.

Lead

Promoteopportunityforlandlordsofvacantspacetoconsiderchangeofusefromtraditionalretailexamplesbeingsmallbar,icecreamery,retailandcreativecooperatives.

SourcepartnertodevelopandpromoteaseriesofHowtoGuidestoattractpotentialnewbusinesses-HowtoopenaSmallBar,HowtoopenaRetailStoreandHowtoopenaPopUpShop.

Lead

Lead/Partner

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5. Strengthen business resilience


5.1

5.2

5.3

Source partner/s to host minimum two business networkingfunctionstoinspiretraders,propertyownersandlandlordswithintheCBD.Promoteopportunityatnetworkingfunctionstoattractbusinessandpropertyownersandlandlordstoregisterforrelevanttraderupdates.

Sourcepartner/stohostonemajoreducationalseminarperannum(preferablyaspartofSmallBusinessSeptember)focusingontopicofinterestegbusinessresilienceinachangingeconomicenvironment.

Lead/Partner

Lead/Partner

Lead/Partner

Sourcepartner/stohostworkshopsonrelevanttopicstohelpstrengthenindividualbusinessesandgrowcustomers.Topicsmightinclude:

• Socialmediatogrowcustomers• Growyourbusinessonlinefootprint• Toptenvisualmerchandisingtips• Marketingonabudget• Customer service for the tourism industry

6. Promote opportunity for external event organisers


6.1Promote opportunity for independent event organiserstomaximisetheuseofCBDspaces(inlinewithCouncilguidelines).Activationsmightinclude:

• Dinner under the Stars• Summer Series of Entertainment• Sunset Cinema• IndigenousFoodFestival• BackstreetDesigner(orRetro)Market(egPark

Lane)• Series of Themed Arcade Dinners

Lead

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2018 2019 2020

IncomeCBDMasterplanMarketingAllocation $130,000 $130,000 $130,000

Total Income $130,000 $130,000 $130,000

Expenditure

Srategy1. $40,000 $40,000 $40,000 Strategy2. $30,000 $30,000 $30,000 Strategy3. $30,000 $30,000$30,000 Strategy4. $10,000 $10,000 $10,000 Strategy5. $20,000 $20,000$20,000 Strategy6. 0 0 0 Total Expenditure $130,000$130,000 $130,000

BudgetBreakdownover3Years

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First12MonthsProposed Key Dates

Calendarofproposedeventsand activities

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All year round:

JULY AUGUST SEPTEMBER

• SocialMediapromotions• Trader updates• CityBuzz• Destination Coffs Coast Promotion

• Commencement of Coordinator • Promotionalprogramofficiallykicksoff(includesCityBuzzeNews,SocialMediaposts)

• CoffsFashionNightOut(traderinitiative)

• SmallBusinessSeptember(partneropportunitybusinessevent)

• BuskersFestival(externalorganiser)

OCTOBER NOVEMBER DECEMBER

• CityCentreMarketDay(traderinitiative)

• BusinessNetworkingFunction(partneropportunity)

• WorldRallyEvents(externalorganiser)

• ChristmasPeriod(traderpromotionalinitiatives)

2018

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All year round:

JANUARY FEBRUARY MARCH

• SocialMediapromotions• Trader updates• CityBuzz• Destination Coffs Coast Promotion

• ChristmasHolidayEntertainment(partneropportunity)

• CityCentreMarketDay(traderInitiative)

• BusinessWorkshops(PartnerOpportunity)

APRIL MAY JUNE

• BusinessWorkshops(PartnerOpportunity)

• BusinessNetworkingFunction(partneropportunity)

• CityCentreMarketDay(TraderInitiative)

2019

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EvaluationToolstoMeasureSuccess

Whatdoessuccesslooklike?

• increased usage of the centre by pedestrians

• increased customer spending in the city centre

• increasedlevelsofbusinessconfidence

• assessment of diversity of business mix

• better understanding of growth categories

• progressonkeyprojectsinplan

Actions

Measure Notes

Pedestriannumbersmeasuredsix-monthly Undertakenthroughelectronic countersatspecificlocationsinthecity centre(partnersitestobeidentified)

Customerspendmeasuredsix-monthly

BusinessConfidencemeasuredannually

Assessment of diversity of business mix

InvestigatepotentialuseofEFTPOSdata

ReportonimplementationofPlan

Undertakenwiththecooperationofnolessthan12localindependentbusinesseslocatedwithintheCBD,andincooperationwithCoffsCentral

UndertakenthroughasimpleSurveyMonkeyonlinereviewsentouttolocalbusinessoperators and property owners

Reporting on transition to a more diverse mixofbusinesseswithaspecificemphasisongatheringanecdotalevidenceofgrowth

Consider the purchase of EFTPOS data to provideaccurateoverallsummationofhowCBDtracking,especiallygrowthofbusinesscategories

Reporting on six strategies/measures to the CoffsCityCentreMasterPlanCommitteeMarketingSubCommitteeonaquarterlybasis.

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Marketing & Activation Plan 2018 - 2021 · the Marketing and Activation Plan are progressed. Lead...

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