5 minute read
Theme 2: Businesses and Events
THEME: BUSINESSES AND EVENTS
OBJECTIVES
P1. Deliver new Business Activation marketing and communications strategy, amplifying promotions, stories and engagement for growth
GOAL: Promotion
Local centres, events and business community are showcased. Signature events are well loved and attended, and businesses leverage these event opportunities.
ACTIONS
P1.1 Develop and implement strategy, which defines key promotional campaigns, success measures, target audiences and opportunities, and creates key marketing templates
P1.2 Promote a buy local campaign, working with Chambers and participating businesses to increase patronage in town centres
P1.3 Promote sponsored events and microgrant recipients’ activation projects
PERFORMANCE MEASURES
• Specialist engaged and strategy developed • Targeted marketing campaigns identified and activated each year • Evaluation of metrics and feedback utelised for marketing strategy and BAP development
• Campaign successfully delivered • Economic value evaluated
• Timely promotions through LCC channels • Insightful stories and case studies developed to demonstrate outcomes and opportunities
TIMEFRAME
12m strategy to be in action by September 2021, with implementation ongoing
Annually
In line with programming
LOCATIONS
Various online and tangible channels for local and visiting audiences
P2. Highlight upcoming events to benefit local business, community members and visitor engagement P2.1 Distribute marketing collateral to inform businesses, locals and visitors about event calendar, in collaboration with key stakeholders
P2.2 Listen to business community and industry leaders, to help make the most of local events and opportunities • Event calendar collateral distributed • Snapshot of upcoming events shared early with business community where possible, to support their Planning and buy-in for events
• 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 Quarterly and annual updates and distribution, ongoing
April 2022
April 2023 LGA and across region, with partners and LCC online channels
CONSIDERATIONS • 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.
GOAL: Support
OBJECTIVES
S1. Offer local businesses access to learning and training programs, which benefit growth, resilience and innovation
ACTIONS
S1.1 Work in collaboration with other agencies to support targeted delivery of learning and/or training programs that address local business needs, broader trends and emerging opportunities
S1.2 Work collaboratively to deliver information programs to support businesses to work with Lismore City Council - for instance LCC event, development and procurement processes
PERFORMANCE MEASURES
• A minimum of 1 program per year supported for partners’ delivery (financial and/or in-kind sponsorship) • Feedback and evaluation reviewed for next year’s programming
• A minimum of 1 program per year supported and delivered • Feedback and evaluation reviewed for next year’s programming
TIMEFRAME
October 2021 – June 2023
March 2022 – June 2023
LOCATIONS
Lismore
Nimbin when funding secured
Lismore
Nimbin when funding secured
CONSIDERATIONS • Engagement with local businesses, Chambers and key service providers underpins these actions, so outcomes are yet to be determined. This process will be informed through the Activation Working Group.
OBJECTIVES ACTIONS PERFORMANCE MEASURES TIMEFRAME LOCATIONS
S2. Pilot microgrant program, supporting new and innovative activation ideas to be realised in business centre spaces S2.1 Pilot up to 2 rounds of Lismore Activation Microgrant - $1000 up to $5,000 for local community groups, businesses and sole traders to deliver projects in business centres that create vibrancy, connection and visitation (see guidelines for details)
S2.2 Review first outcomes of microgrants programs for improvement and reporting • Number of applications received, funded and acquitted • Insightful stories and case studies developed to demonstrate outcomes and opportunities
• Acquittals reviewed, with overall assessment of proposed and actual outcomes • Recommendations made for future programming September 2021 – June 2022 Lismore
Nimbin when funding secured
2021-2022, 2022-2023
CONSIDERATIONS • VICTORIA See Lismore Activation Microgrant Guidelines for this pilot initiative at lismore.nsw.gov.au/business-activation-Plan
page 26 GOAL: Support
THEME: BUSINESSES AND EVENTS
OBJECTIVES
S3. Support local businesses to access sustainable innovation opportunities, leverage online technologies and encourage startup community development
ACTIONS
S3.1 Work with government, social and/ or private enterprise partners to offer a sustainable innovation program for Lismore and Nimbin
PERFORMANCE MEASURES
• Partnerships developed • Local opportunities and needs audited • A minimum of 1 innovation program delivered in partnership for Lismore and Nimbin businesses • Feedback received to support future programming.
TIMEFRAME
July 2021 - June 2023 (programming TBD)
LOCATIONS
Lismore
Nimbin when funding secured
CONSIDERATIONS • Actions underpinned by effective partnership, collaboration, and alignment with the Innovate Lismore: Economic Development Strategy, with further details to be developed. Early engagement suggests possibilities include (but are not limited to) attracting research partnerships and investment to develop smart projects, innovation challenges, coworking and collaborative business community development, and/or entrepreneurial programs for building solutions relevant to the local community.
PHOTOGRAPHY BY NATSKY
GOAL: Support
OBJECTIVES
S4. Communicate helpful information that supports business stakeholders to achieve shared goals for Lismore and Nimbin.
ACTIONS
S4.1 Share upcoming grant opportunities with business community
S4.2 Deliver new business welcome kit, drawing on Northern Rivers NSW brand and LCC information resources
S4.3 Promote simple resources to support business activation, working with Local and State Government
S4.4 Audit and analyse Lismore business centre vacancies
PERFORMANCE MEASURES
• A minimum of 4 digital Business newsletters delivered per year that highlighting upcoming funding opportunities and Grant Guru access • A minimum of 1 Local Matters articles to inform broader community
• Kit content developed in consultation with local
Chambers • Kit delivered to new businesses • Survey undertaken to understand business benefit
• A minimum of 2 resources shared via website and online channels • Traffic analytics and stakeholder feedback assessed for improvement
• A minimum of 1 vacancy audit conducted per year, analysed and reported
TIMEFRAME
Annually
November 2021 - June 2023
April 2022
October 2021 – June 2023
Annually
LOCATIONS
Entire LGA
Lismore
Nimbin when funding secured
Entire LGA
Lismore
CONSIDERATIONS • Council’s Economic Development Grants and Project Development Officer drives grant identification and Council application processes, and will develop details of support and training available for business and community stakeholders (beyond this Plan’s scope). The CBD Activation Officer helps share updates about these opportunities with community. • Collaboration with internal and external stakeholders will be important to help useful resources be created, updated and shared with the business community.
