GOAL: Promotion
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THEME: BUSINESSES AND EVENTS
Local centres, events and business community are showcased. Signature events are well loved and attended, and businesses leverage these event opportunities.
OBJECTIVES
ACTIONS
P1. Deliver new Business Activation marketing and communications strategy, amplifying promotions, stories and engagement for growth
P1.1 Develop and implement strategy, which defines key promotional campaigns, success measures, target audiences and opportunities, and creates key marketing templates
• Specialist engaged and strategy developed
P1.2 Promote a buy local campaign, working with Chambers and participating businesses to increase patronage in town centres
• Campaign successfully delivered
P1.3 Promote sponsored events and microgrant recipients’ activation projects
• Timely promotions through LCC channels
P2.1 Distribute marketing collateral to inform businesses, locals and visitors about event calendar, in collaboration with key stakeholders
• Event calendar collateral distributed
P2.2 Listen to business community and industry leaders, to help make the most of local events and opportunities
• Annual survey of local businesses (as part of V.2) to develop shared understanding of local economic benefit of events and visitor engagement, opportunities and changing needs
P2. Highlight upcoming events to benefit local business, community members and visitor engagement
CONSIDERATIONS
PERFORMANCE MEASURES • Targeted marketing campaigns identified and activated each year • Evaluation of metrics and feedback utelised for marketing strategy and BAP development
TIMEFRAME
LOCATIONS
12m strategy to be in action by September 2021, with implementation ongoing
Various online and tangible channels for local and visiting audiences
Annually
• Economic value evaluated
• Insightful stories and case studies developed to demonstrate outcomes and opportunities
• Snapshot of upcoming events shared early with business community where possible, to support their Planning and buy-in for events
In line with programming
Quarterly and annual updates and distribution, ongoing
LGA and across region, with partners and LCC online channels
April 2022 April 2023
• Collaboration with other LCC teams underpins these actions, in alignment with Imagine Lismore – Community Strategic Plan and Innovate Lismore Economic Development Strategy, and complementing work by LCC Events, Tourism, Community Engagement and Communications colleagues. Marketing and event promotions to adapt as needed to address COVID-19 restrictions and virtual engagement opportunities.
BUSINESS ACTIVATION PLAN 2021-2023
