cooperative marketing - Business in NSW

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cooperative marketing - Business in NSW Powered By Docstoc
					cooperative
marketing



15
self help module
                  part 1 - introduction
            1 - “Keep the money local” mindset
            2 - Benefits of shopping locally
            3 - Town investment is a cooperative effort


                  part 2 - global trends
            4 - Global retail trends
            7 - Global marketing trends
contents


                  part 3 - shop local campaigns
            8 - Preliminary retail research
           14 - Shop local campaign planning
           16 - Shop local campaign implementation
           17 - Shop local campaign evaluation
           19 - Tips for writing a media release
           19 - Tips for writing a television commercial
           19 - Shop local campaign case studies
           20 -   Temora Bush Bucks
           21 -   If you can’t get to Paris, try Benalla
           22 -   Warren Christmas Shop Local
           23 -   I’m a Real Local, Innisfail
           24 -   Bowraville Open Day
           25 -   Grow Gloucester for our Future
           26 -   Ignite the Spirit of Christmas, Hamilton
           27 -   Boutique Forbes
           29 -   Integrated Shop Local Strategies, Brunswick Heads


                  part 4 - other cooperative strategies
           33 - Cooperative television marketing campaigns
           36 - Kurri Kurri mural project
           37 - Business directories
           38 - Websites
           39 - Develop industry networks
           39 - Support small and emerging businesses
           40 - Events, entertainment and activities


           41 -   part 5 - conclusion

           42 -   part 6 - resources and websites

                  Disclaimer
                  Any representation, statement, opinion or advice, expressed or implied, in this publication is made in good faith
                  but on the basis that the State of New South Wales, its agents and employees are not liable (whether by reason of
                  negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has or may occur in
                  relation to that person taking or not taking (as the case may be) action in respect of any representation, statement
                  or advice referred to above.
                   part 1 - introduction                              market, a total of $240 has been spent in the
                                                                      community, giving a multiplier of 2.4. The money
                                                                      has gone around the community, providing jobs
                   Overview:                                          and income for many locals.
                   This cooperative marketing module is aimed
                                                                      Residents will always travel to larger regional
                   at chambers of commerce, progress
                                                                      centres for the excitement of a day out or to
                   associations, local development committees
                                                                      access services that are not available in their area.
                   and community organisations in small to
                                                                      While there, they will spend money. Encourage
                   medium sized regional communities.
                                                                      spending on the products and services available
                                                                      locally to help reduce the leaks as much as
                   In this module you will learn about:
                                                                      possible.
1                  • How the local economy works and the
    introduction

                     leaking bucket theory
                                                                      Shopping locally is not just about residents, but
                   • The benefits of shopping locally and
                                                                      businesses, schools, government bodies and all
                     working cooperatively
                                                                      local organisations. In smaller towns, often the
                   • Recent global retail and marketing trends
                                                                      schools and local government are the largest
                   • Methods for researching retail issues and
                                                                      businesses and employers. Local businesses can
                     how to plan, develop, implement and
                                                                      be educated on the benefits of supporting the
                     evaluate a shop local campaign
                                                                      local economy and encouraged to develop a
                   • Ideas for shop local campaigns from a
                                                                      protocol of sourcing goods locally first before
                     variety of case studies
                                                                      looking elsewhere. Establishing local linkages is
                   • How to conduct a cooperative television
                                                                      important to encourage spending and ultimately
                     marketing campaign
                                                                      investment within the community in order to
                   • Ideas for other cooperative strategies to
                                                                      ensure a secure, long term future for everyone.
                     assist the local economy
                   • Identifying resources to research further
                                                                      The local newspaper can help to educate
                     information.
                                                                      residents and businesses on the benefits of
                                                                      shopping locally. If you can’t get a newspaper
                                                                      involved in an educational campaign, try the
                                                                      radio station or community radio if you have one.
                   “Keep the money local” mindset                     Purchasing locally and keeping the money going
                   Try to imagine the local economy as a bucket       around the community is a mindset that should
                   with money pouring into it from tourism,           permeate the whole town; all residents and
                   shopping, welfare payments, government             businesses.
                   organisations, local manufacturing etc. All the
                                                                      Research results released in 2009 by the National
                   money coming into the bucket swirls around in
                                                                      Australia Bank (NAB) showed 45% of Australian
                   the local economy. It leaks out of the bucket as
                                                                      businesses receive the majority of their sales from
                   money is spent outside the community, such as
                                                                      local customers. The results indicated that 41% of
                   paying electricity bills, using out of town
                                                                      businesses rely on the support of fellow businesses,
                   businesses, shopping in other centres etc.
                                                                      but they weren’t making the most out of potential
                                                                      connections right on their doorstep as only 16%
                   Tracking how many times money changes hands
                                                                      were members of a local business
                   in a community measures how the local
                                                                      network. Networking allows you to learn from
                   economy flows. This is called ‘the multiplier
                                                                      other local business leaders, create partnerships
                   effect’. It determines the effectiveness of the
                                                                      with likeminded entrepreneurs and help you keep
                   money that is poured into the bucket and how it
                                                                      up to date with local issues. Businesses should
                   circulates around the community. You can’t stop
                                                                      also put efforts into local marketing to build
                   the money from leaking out, but you can try to
                                                                      awareness in their local business area.
                   swirl it around the bucket longer and develop
                   strategies to plug as many leaks as possible.
                                                                      This module contains retail, visitor attraction and
                                                                      marketing information with case studies of
                   Money is often spent in three rounds of
                                                                      cooperative campaigns and strategies that have
                   spending. If you spend $100 in a local shop and
                                                                      been conducted in rural towns in Australia in
                   they spend it on new stock from a city supplier,
                                                                      recent years. Industry & Investment NSW would
                   the money has leaked out immediately.
                                                                      like to acknowledge the kindness and generosity
                   However, if that local shop spends $80 of that
                                                                      of the busy people and organisations who shared
                   money with a local supplier and that supplier
                                                                      their ideas and resources during the development
                   spends $60 on goods at the local farmers
                                                                      of this module.
                 Benefits of shopping locally
                 Building your own local economy                      Product diversity – businesses often select
                 – purchasing goods and services locally means        products based on the needs of local customers
                 there is more money circulating around the           and visitors. Buying locally means you are
                 community. If businesses and residents adopt the     sustaining a number of small, local businesses
                 same policy, the local economy grows through         and ensuring appropriate product diversity for
                 the multiplier effect of circulating the money       the community. It’s a circle, the more you shop
2                more times around the community                      at home, the more businesses or products will
    case study

                                                                      emerge to meet those needs. If a product isn’t
                 Ensuring local jobs – more money circulating         available, ask the business owner – they may be
                 around the community means more jobs can be          able to get it in for you. Some innovative
                 created for people living in the community           businesses have a product request board for
                                                                      customers to write requests and to provide
                 Protecting local character and prosperity            information back to their customers
                 – businesses are part of a community’s distinct
                 character, you need to support them to retain        Protecting local services – buying locally
                 them. Locally owned businesses also support          creates a ripple effect across the community
                 communities through decision making and              and region, ensuring local services are viable
                 contributions to local causes                        and available.

                 Attracting more residents and businesses
                 – research shows that skilled workers,
                 entrepreneurs and new residents are more likely
                 to invest in and settle in strong communities that
                 have pride in their town

                 Saving time, money and the environment
                 – travelling to another centre takes time out of
                 your life and car costs entail more than just
                 paying for petrol. Less use of cars helps the
                 planet by reducing greenhouse gases and buying
                 locally reduces transportation costs and
                 environmental impacts




                    case study - protecting local services
                    Perkins, USA
                    The following is an advertisement for a Shop Local First campaign alongside a photograph of
                    the local Fire Department putting out a house fire:

                    “If you have a fire, you need help and you need it quickly. Every time you shop in Perkins
                    three cents of every dollar goes to keep our city government running, including our
                    Fire Department. When you spend your dollars elsewhere, your money goes to equip
                    somebody else’s Fire Department. Be smart. Shop Perkins first. It helps you and it helps
                    your neighbours.”
    Town investment is a
    cooperative effort
    Most successful cooperative marketing
    campaigns are funded and facilitated by the
    business sector. They require a marketing budget
    to be established and promotional activities to
    be devised, developed and coordinated.

    It is advisable to conduct appropriate research
    before embarking on a marketing campaign.
    Nothing kills a marketing campaign faster than
3   not delivering what is promised. If customers find
    that only a handful of businesses are involved or
    the town does not offer an attractive shopping
    experience, they will not return and the negative
    word of mouth can impact for a long time.
    You may need to identify the town’s role in the
    region and establish an image or point of
    difference, or consolidate the shopping experience
    before developing a cooperative campaign.

    Consolidating the shopping experience is a team
    effort of the town’s stakeholders. To encourage
    business growth, the Council can achieve the
    best conditions by creating an attractive, quality
    environment. They can invest in the beautification
    of public spaces and address issues such as
    traffic, parking, cleaning, safety and infrastructure.
    Property owners can update and maintain their
    buildings. Businesses can update their premises,
    signage, goods and displays. Community members
    and businesses can shop locally and support
    community projects.

    This partnership in creating an attractive
    shopping experience is a proven method that
    attracts local and visitor spending. It is fair as
    each partner “does their part”. It also develops
    community pride, helps to build community
    capacity and improves networks, relationships
    and opportunities for all stakeholders.

    Shopping malls operate with clear guidelines
    that businesses must adhere to in order to
    remain in the mall. They have to contribute to a
    marketing fund, renovate their premises within
    a set number of years and have well presented
    signage and displays. If shopping strips are to
    compete with shopping malls or other towns in
    the region, it is advisable for businesses to work
    together cooperatively and invest in their CBD
    districts as they operate their own businesses -
    with planning, budgeting and marketing.
    To make shopping strips highly successful, all
    businesses need to excel in customer service –
    please refer to Customer Service Module 10 in
    this series.
                    part 2 - global trends
                    global retail trends
                    The business environment has changed                 it has become ‘cool’ to be cheap, so people are
                    dramatically in the past decade, particularly        spending less or ‘trading down’ to retailers and
                    in retail. Today there are many new drivers of       brands associated with greater value. They are
                    global change, such as climate change, reducing      spending less money going out and are staying
                    carbon emissions, recycling and eating organic       at home using more home entertainment
                    whole foods. These factors are impacting on
4                   peoples’ needs and wants, and dictating what         • Radio Frequency Identification Devices (RFIDs)
                    and where customers will buy.                        are essentially glorified barcodes that retailers
    global trends

                                                                         can use remotely to manage inventory and stop
                    Businesses in rural towns can benefit by             theft. There is a growing trend for a myriad of
                    understanding trends that have emerged in            uses for these devices. For instance, retailers
                    recent times that impact on customers’ buying        could use RFID readers to scan bags and
                    habits, such as:                                     trolleys for their account customers as they leave
                                                                         the store and automatically take money from a
                    • Simplicity - customers are busy and want           provided bank account
                    things that are easy to buy and understand, so
                    retailers need to ‘keep it simple’                   • ‘Tender loving care’ (TLC) - we have been
                                                                         moving out of the era of mass and cheap
                    • Speed - people want convenience and speed          production into the age of luxury and ‘made for
                    of operation. In many instances self-serve is        me’ products. There is also a blurring of sectors
                    becoming the norm, such as check-in kiosks at        and brands, such as bookshops selling coffee,
                    airports, self-scanning machines at supermarkets     coffee shops selling music etc. Customers are
                    and drive-by banking                                 willing to pay for pampering, especially the Baby
                                                                         Boomer generation who are getting older and
                    • Immortality - customers are looking for healthy    the emerging Generation Y who are focussed on
                    foods and other products to reduce ageing.           looking and feeling good
                    With an ageing population who will spend more
                    time at home, there are opportunities for            • Growing major markets - retailers can profit
                    products aimed at older people                       by understanding the needs of the two
                                                                         growing markets, ageing baby boomers –
                    • Green consumerism - customers are more             especially women - and Generation Y. They will
                    aware of environmental issues like climate           be the two largest markets in a few years.
                    change; for example, there will be a greater
                    demand for ‘green’ buildings as people push
                    for sustainability. Creation of proactive policies
                    and sustainability initiatives by the Council can
                    reduce environmental impacts and improve the
                    local economy. People like to choose products
                    that are environmentally friendly

                    • Consumer information - customers often
                    conduct extensive research and sometimes
                    know more about the products than the retailer.
                    Customers don’t just compare prices - they
                    compare ethical and environmental policies.
                    For example they may choose Body Shop
                    products over more conventional brands due
                    to a perception about the company’s ethics

                    • Cost polarisation - costs have begun polarising
                    between economy and luxury, although some
                    customers can buy from both segments, buying
                    a $15 t-shirt and a $300 pair of jeans. This trend
                    slowed during the global financial crisis and
    Australian Bureau of Statistics data supports this     Some products are more suitable for sale over
    prediction, identifying that the age cohort of         the internet than others, such as books and
    15-29 in Australia is currently around 4 million       music, with stores like Sanity or Chaos providing
    and will increase to 4.5 million by 2015.              more alternatives and cheaper prices than most
    Retailers can predict buying patterns, for             physical stores. Internet shopping has become
    example the average Gen Y 20-29 age group in           more mainstream and many retailers now sell
    this bracket is still single and in the majority are   only on-line, without the associated costs of
    marrying later than previous generations.              running a store.
    Their purchasing power for building homes and
    raising children will start to emerge around 2015.     However, many retailers are combining their
    The 30-40 age bracket is currently 3.3 million         ‘bricks and mortar outlet’ with a comprehensive
    and predicted to get to just under 3.5 million by      website that can include e-commerce facilities.
5
    2015. The 55+ age bracket is currently 3 million       It takes effort and investment to establish and
    and is expected to reach 4.5 million by 2015.          maintain the website, but the benefits justify the
                                                           effort. Businesses can expand with the ability to
    Women who are 50-plus are the first generation         market products to on-line shoppers as well as
    to go to universities and work outside the home        providing a convenient service for local
    in large numbers and to benefit from advances          customers and visitors.
    in health, fitness and nutrition. They are the
    healthiest, wealthiest, most active generation of      This is a fast growing trend and ‘the way of the
    women in history. Their children have left home        future’ for retail. One research article noted that
    and they are not retiring early, in fact they are      62% of web users under the age of 30 (Gen Y)
    spending their money on themselves and their           consider the internet is the best place to find
    lifestyle. Baby boomers aged 50-70 will be a           good deals, so retailers with goods and services
    prime target for marketing products and services       suitable for internet sales should be gearing their
    in the next 20 years.                                  businesses to the next generation of customers.

    Gen Y are currently defined by a focus on lifestyle,   For example, a gift shop in Byron Bay or Dubbo
    use of savvy technology and fast changing tastes,      can continue selling goods to Brisbane, Sydney
    and they expect a lot more from the shopping           and Melbourne visitors by placing a card with its
    experience. They are more self indulgent than          website address with every purchase made in
    previous generations. For instance, young women        the store, including a promotional incentive to
    consider a trip to the hairdresser or beauty salon     re-order goods on-line.
    a ‘necessity’ rather than a special treat and
    young men can easily pay $250 for a casual pair
    of jeans. Retailers can learn to understand their
    way of thinking and develop fresh approaches to
    capture their attention with targeted and personal
    marketing that utilises the technology gadgets of
    their generation:

    • Computers and technology - there is a trend
    towards more use of sophisticated business
    intelligence software, for example detecting
    buying patterns through credit card use and then
    targeting individual customers with specific
    marketing strategies. Soon customers will be
    able to buy a myriad of new things from their
    mobile phones, so retailers need to be prepared

    • On-line shopping - another trend that has
    increased rapidly in recent years is shopping
    on-line. Research by AC Nielsen recently found
    that 87% of Australian internet users had made a
    purchase on-line, ahead of the global average of
    77%. Although a large portion of this is spending
    on bookings for travel and accommodation, at
    least 40% is spent on items you would expect to
    buy from traditional retailers.
                 Surviving tough economic times may be more
                 challenging for small, independent main street
                 businesses as they typically do not have the
                 support structure offered by large chains, or the
                 pooled resources and advertising budgets of
                 shopping centres. Cooperative town and retail
                 marketing campaigns offer an important means
                 of survival for many towns.

                 Councils, chambers of commerce and other
                 economic development bodies should
                 support local businesses during a slow economy
6
                 as much as possible. Retailers can research and
    case study

                 understand the needs and constraints facing their
                 customers and provide more relevant services.
                 Help should be offered to the business
                 community that results in a better understanding
                 of market conditions and encourages individual
                 and cooperative responses to those conditions.
                 For instance, Councils can provide retail
                 information to the local business sector to help
                 keep them informed.



                    case study - retail information assistance
                    Clarence Valley Council on the NSW North Coast regularly produces and updates its retail
                    indicators tracking system for the local retail sector. The system provides an opportunity for
                    regional businesses to compare operational performance against national benchmarks.
                    These retail indicators can be viewed on:
                    http://www.clarence.nsw.gov.au/cmst/cvc009/lp.asp?cat=229



                 Many of these trends are creating the ‘new
                 normal’, meaning what was considered ‘normal’
                 in the past has now moved on. The world is not
                 going back to the way things used to be.
                 Retailers will benefit if they upskill themselves
                 on new trends, marketing, display and business
                 presentation methods in order to compete and
                 grow into the future.
    global marketing trends                               advertising focus by identifying what customers
                                                          buy into – a better social life with friends and
    New trends are emerging in retail advertising
                                                          family in a home that reflects how they see
    with innovative thinking in marketing to the
                                                          themselves. Epping Plaza in Sydney now focuses
    next generation of customers. The new way of
                                                          on ‘Epping Shoppers are Happy Shoppers’ as
    thinking is about balancing out the rational
                                                          much as on the new car park and food courts.
    drivers of price, item and store location against
    powerful emotional drivers of how the offer
                                                          Towns are ‘brands’ and cooperative marketing
    makes a customer feel. Most retailers understand
                                                          campaigns are used to market the retail and
    that a discount or an offer will motivate people,
                                                          business sectors of the town. Towns need to
    but there is an increasing appreciation that
                                                          have empathy with their internal and external
    an emotional stimulus can be powerfully
                                                          customers and understand what they want, and
7   motivating.
                                                          how and when to engage them. Media strategies
                                                          can be undertaken in a layered approach where
    This new way of thinking can be seen in the
                                                          each medium used has a role to play in ‘rounding
    change of positioning taken by Target in the last
                                                          out’ the profile of the town. If appropriate, the
    few years. The ‘100% Happy’ campaign with
                                                          campaign message can be broken into targeted
    inspiring advertisements promoting customer
                                                          chunks, aimed at particular target markets and
    esteem has lead to financial success as opposed
                                                          their needs. Towns should have websites with
    to the “rolling discount days” of ten years ago.
                                                          further information to back up their events and
    For example, an advertisement for Target’s range
                                                          marketing campaigns.
    of denim clothing showed a magical girl dressed
    in denim fighting dragons, scaling the walls of
                                                          Campaigns can be enhanced if an advertisement
    a castle to kiss and rescue her prince – all to the
                                                          or information is sent among friends via email
    sounds of a rock guitar track. There is no mention
                                                          or text or discussed on blogs, so it is good to
    of price or quality, no explanation of the denim
                                                          factor use of these mediums into a marketing
    range – it is merely worn as the heroine goes
                                                          campaign. For example, the Forbes Girls Day Out
    about her deeds and rides off into the sunset
                                                          campaign is aimed at women in surrounding
    with her prince. Target’s marketing strategies
                                                          towns. The marketing message is enhanced by
    have turned its whole business around, creating
                                                          personal communication as only one woman
    dominance in many brand categories.
                                                          needs to hear the message to pass it on to her
                                                          network of friends via phone or email.
    Even the USA retail giant, Wal Mart has adopted
    its first new marketing slogan in almost two
                                                          These new marketing strategies are based on
    decades. Wal Mart’s old tagline “Always Low
                                                          the emotional stimulus as much as the rational
    Prices’ has been replaced with “Save Money.
                                                          stimulus and offer a return on marketing
    Live Better’, delivering a more emotional brand
                                                          investment. In order to compete, towns will
    message than its traditional store, price and
                                                          need to learn and incorporate these new
    product-based advertising. This innovation in
                                                          approaches to attract customers in the future
    retail marketing has officially become mainstream
                                                          to their retail and business sectors.
    when adopted by such a retail leader, proving
    that ‘warm and fuzzy’ can drive a commercial
    result.

    Customer and societal trends are driving this
    change. The balance of power is shifting out of
    the hands of the rational, baby boomer
    generation and into those of the younger
    customer with a different set of values.
    Baby boomers are also changing their outlook as
    the nest empties and they decide to slow down.

    Capt’n Snooze is now called Snooze – the red
    hat has gone and the new brand is aimed at
    what customers really want, a better night’s
    sleep. The company’s catalogue ‘Brand Book’
    tells the whole story of sleep. In 2007 it won the
    Catalogue of the Year Awards, ‘(over 1.5 million
    catalogues category)’ conducted by the Australian
    Catalogue Association. Freedom has shifted its
                           part 3 - shop local
                           campaigns
                           preliminary retail research
                           Cooperative marketing campaigns are conducted
                           in response to concerns such as retail leakage or
                           the need to attract or increase visitor spending.
                           They are often used when threats or changes
                           occur in the area, such as the development of a
                           major mall close by or losing a key retailer, bank
8
                           or a major local business.
    shop local campaigns


                           Before commencing a campaign, it is necessary
                           to plan and conduct preliminary research.
                           Research methods will depend on project
                           variables, such as:
                           • the type of campaign
                           • the size of the town
                           • the nature of the shopping leakage
                           • the gaps in the retail sector
                           • the desired role and image of the town
                           • the abilities and resources of a local
                             organisation to conduct the research and
                             implement the campaign.

                           The following are examples of preliminary
                           research that towns can conduct before
                           embarking on a cooperative marketing campaign:

                           Retail leakage study – this is used to identify
                           the reasons why people spend money outside
                           the local area. This type of research is typically
                           conducted as a survey in the town or by
                           telephone in the trading area. The study can be
                           conducted by the local Council or chamber of
                           commerce, or by an external consulting firm


                              case study - retail leakage
                              Merriwa Shire Council conducted a telephone survey of 310 residents who were responsible
                              for their households’ shopping. The aims of the survey were to determine the average
                              proportion and dollar amount of total retail expenditure made within and outside the Shire,
                              to assess the general level of satisfaction with shopping in Merriwa and the reasons why
                              householders did not shop locally for specific items. The specified items in the survey included:
                              • Groceries
                              • Clothing and personal items
                              • Furniture and appliances
                              • Personal services
                              • Professional services.
                              The survey outcomes showed that the highest proportion of expenditure made outside
                              Merriwa was on furniture and appliances (81%), the lowest proportion of expenditure leakage
                              was made on personal services (33%) and the other three specified items showed an average
                              50% leakage. The survey outcomes identified information on residents’ shopping habits,
                              satisfaction of the shopping experience in Merriwa and gaps in the retail and service sectors.
                              This information was vital in deciding strategies and campaigns to address the shopping
                              issues raised in the study.
                     case study - retail leakage
                     Towns in the Lachlan Shire experienced retail leakage to larger centres and were in danger
                     of losing their local Country Target store in Condobolin. Lachlan Shire Council, Western Plains
                     Regional Development and the Shire and town progress associations wanted to know what
                     services were not being met that make people travel to other areas. They also wanted to use
                     the results as evidence to lobby for further services in their towns. They conducted a
                     shire-wide retail leakage study to find the answers.

                     There were two versions of the survey, one with questions dealing with the services provided
                     by Target’s Condobolin store that was sent to Condobolin, Tullibigeal, Burcher, Fifield and
9                    district residents. The second survey without the Target questions was sent further afield to
    case study

                     Lake Cargelligo and Tottenham residents. Along with residents, a number of specific interest
                     groups were targeted, including young people, farmers, service clubs, businesses, unemployed,
                     indigenous and older residents. Surveys were conducted by post and also face to face at local
                     events.

                     The findings showed that the main reasons for increased outshopping were lack of medical and
                     professional services in the Shire and that the trip was used as a social outing. It also showed
                     there was a lack of understanding of just how much it costs to visit other centres for shopping
                     needs. As a result, one of the first actions suggested was that an article be placed in the
                     regional press to identify the real costs of outshopping. These costs include the wear and tear
                     on vehicles, time spent travelling, loss of productivity, long term effects on local businesses
                     and the flow-on effect on population, education, health services and community stability.
                     The study also highlighted the need for regional towns to have ‘an attractive investment
                     package’ to attract potential residents to locate to the area. The survey also raised the
                     awareness of local residents to support their Country Target store or it would close. The Target
                     store still operates in Condobolin today.



                 Retail sector research - such as conducting a
                 gap analysis on the mix of local businesses or
                 investigating other towns’ leasing strategies to fill
                 vacant shops

                 Customer or market research – such as identifying
                 the types, origins and demographics of local and
                 visitor target markets to focus marketing activities
                 and identify appropriate marketing mediums

                 Analysis of the trading area statistics – such as
                 understanding the demographics and socio-economic
                 capabilities of the town’s trading area for projects
                 like attracting a major retailer as an anchor store
                 or to fill gaps in the retail, trade and service mix

                 Marketing plan – marketing research that
                 includes studies of the town and analysis of
                 competitors to identify a marketing position to
                 brand the town using a logo, slogan and a range
                 of activities and marketing materials. Brunswick
                 Heads has been very successful in branding the
                 village with their Simple Pleasures marketing
                 campaign, detailed from page 29-32 in this
                 module under ‘shop local case studies’
     Analysis of traffic flows and pedestrian
     movements – this information can be used for
     a myriad of purposes such as street beautifiction,
     safety issues, precinct rental pricing based on foot
     traffic, retail promotional events etc. For example,
     Lismore CBD analysed the parking and pedestrian
     shopping flow patterns during their annual
     Stocktake Sale and the following year used that
     information to position activities and
     entertainment in the slower areas to attract
     shoppers evenly throughout the CBD
10
     Research on other similar projects – there is no
     need to re-invent the wheel. Investigate
     cooperative marketing campaigns that other
     towns have conducted, learn from their successes
     or mistakes and adapt their project to suit your
     town

     An internal audit of your organisation’s resources.
     Be certain you have the time and resources to
     conduct the campaign. It is better to start off on a
     small, achievable campaign and build it over the
     years to reach your ultimate campaign goals

     Focus groups – this type of research gives
     excellent results and can be conducted with
     retailers or with customers.

     A retailer focus group is a facilitated session for
     local business operators to identify retail issues
     that need to be addressed in the town and provide
     insights into the profile of locals and visitors to
     the area. A series of questions can be used such
     as asking their opinion of gaps in the existing
     market, changes to the community over the past
     five years, what are the demographics of the local
     market and the tourism markets that visit, what
     changes are required to make the town marketable
     and what type of marketing activities they would
     like to see or be involved in.

     A customer focus group is a facilitated session of
     customers to provide insights into shopping issues
     from the end user’s perspective. Focus group
     methods can include a series of questions or can
     be left to ‘free run’ without facilitation. If you
     are only having one customer focus group, you
     need to include representatives of different age
     brackets and economic or social levels. However,
     a series of focus groups with 5-8 people of similar
     age or economic group will give you more
     valuable information. Be aware that the real issue
     may not always be stated up front, but can be a
     throw-away line for example “Oh yes, I always
     shop locally – but we do go to the large shopping
     mall at the Coast on Sundays with the whole
     family for a day out”.
11
     case study

                  case study - focus group
                  Lismore is a regional centre in the Northern Rivers of NSW situated in the hinterland west of
                  Ballina and Byron Bay with a Shire population of 44,600. A Lismore retail group conducted a
                  retailer focus group and then a series of customer focus groups to identify shopping issues in
                  the CBD with the following target groups:

                  • Youth (16-24 year olds)
                  • Unemployed
                  • Mums from local schools
                  • Wives of professionals
                  • Men
                  • Mobile retirees.

                  Eight people were invited in each group for a 1.5 hour morning or afternoon tea session and
                  participants were asked to chat freely about shopping in Lismore. It was interesting to note the
                  issues that were discussed and the order in which they emerged. For instance, in the retailer
                  focus group, local businesses identified ‘safety’ as one of the most important issues to address,
                  yet the mobile retirees didn’t mention ‘safety’ as an issue until 40 minutes into their
                  discussions and didn’t see it as a major issue in the CBD.

                  A microphone recorded all the conversations and the sessions were transcribed, then analysed,
                  with the issues highlighted and then compiled under major issue headings. The two major
                  issues consistently identified by all groups were a ‘lack of customer service’ and ‘poor
                  window and merchandise displays’. These two issues were not identified at all by businesses
                  in the retailer focus group. Training workshops on the two subjects were developed for
                  retailers before the initial Christmas cooperative marketing campaign commenced.
                  Other issues and information gained through the focus groups were used for a range of
                  strategies and activities to improve the shopping experience in Lismore.
     Six Thinking Hats – this is a thinking tool for group   A shopping basket survey – many towns
     discussions and can be used as a post focus group       complain that prices are higher in their local CBD
     method to discuss the major issues raised in the        so this simple research compares a shopping list
     focus groups. The method was developed by               of grocery and food items between retailers in up
     Dr Edward de Bono and involves looking at an            to three different areas. The list should include
     issue from different perspectives. People are           daily staples such as bread and milk, brand name
     asked to put on a ‘different coloured hat’ and look     items such as Uncle Toby’s Oats, generic or no
     at the issue in the following order of perspectives:    name items, gourmet items and products likely to
                                                             be purchased by families, single people and
       White for Neutrality - considering purely             retirees. When the results are published, it is good
       • what information is available, identify what        to include the real costs of outshopping, such as
         the facts are                                       car costs, time loss, and money leaking out of the
12
       - Red for Feeling - instinctive gut reaction or       local economy bucket creating less local jobs and
         statements of emotional feeling (without any        services etc
         justification)
       - Black for Negative Judgement - logic applied        Postcode or town of origin survey – this research
         to identifying flaws or barriers                    will identify where customers or visitors come
       - Yellow for Positive Judgement - logic applied       from and who are the most ‘desirable’ customers.
         to identifying benefits, seeking harmony            It will provide information to target marketing
       - Green for Creative Thinking - statements of         activities to specific areas the survey should be
         provocation and investigation, creative ideas       conducted by participating stores over a month for
         to see where a thought can go                       two hours each day, rotating through all trading
       - Blue for Process Control - thinking about all       hours, including busy periods. A survey sheet
         the previous thinking, like a maestro pulling it    records the postcode and sale amount - the
         all together to identify solutions.                 estimated age bracket of the customer can also
                                                             be included. This research will identify the
     For example, this method was used in a town             number of transactions per postcode and the
     discussion when people were objecting to the            average spend. Age brackets and the time of day
     expansion of the local shopping mall. After the         the survey was conducted will give further
     facts were identified and discussed, participants       information on demographic shopping habits and
     realised there were more positive benefits than         will assist in identifying appropriate marketing
     negatives to the expansion, such as employment          mediums to use in your target areas. For example,
     for their local youth. They decided not to object to    an older baby boomer market may be more likely
     the expansion plans. Another outcome included a         to hear the message on community radio as
     better relationship with the shopping mall              opposed to a local rock station, or a youth
     manager who joined the local development board          market will be attracted by messages on Channel
     and worked more in partnership on strategies            10 television which is aimed at the 15-30 year old
     for the town’s economic development.                    age bracket
     Further information on this method can be found
     on the internet such as at                              First impressions survey – these surveys can
     www.wikipedia.org/wiki/De_Bono_Hats                     be conducted in partnership with another town
                                                             where each town puts together a team of
     Conducting surveys – there are many different           volunteers to visit the other town. Each team
     types of surveys that can be conducted for              member plays a different role and answers a
     preliminary research, such as:                          series of set questions giving their first
                                                             impressions of the town as a business traveller,
     Business retention and expansion (BRE)                  a tourist, a shopper etc
     survey. This business survey can be funded by
     Industry & Investment NSW and can be repeated           Photo surveys –– photo surveys can be used for a
     every few years to measure and compare growth.          first impressions survey or a visual impact
     It identifies business issues and subsequent actions    survey of the town, to identify town strengths,
     to address those issues that can be implemented         weaknesses and opportunities. They can be used
     by businesses and other stakeholders                    for specific issues such as a signage photo survey
                                                             to identify the status of entry signs, directional
     Customer shopping survey – these need to be             signs, awning signs and old signs that need to be
     fast and easy, capturing shoppers for a few             updated or removed.
     minutes to answer some quick, simple questions
                  case study - preliminary retail research
                  Lismore Alive project. Lismore is a bustling regional city but locals say it becomes a ghost
                  town from 12pm on Saturday until 9am Monday morning with a lack of activities, open retail
                  outlets and entertainment on offer for locals and visitors. However, Lismore has some
                  ‘major’ shops that open on weekends, such as Harvey Norman and traders in Lismore Shop-
                  ping Square.

                  The Lismore Alive project conducted research to identify strategies to revitalise the
                  atmosphere and economic activity of the town centre on weekends. The project incorporates
                  the three following elements:
13
     case study

                  1. RESEARCH - to identify what it will take for retailers and cultural outlets to open their doors
                  on weekends. Research methods included researching similar projects, existing information
                  and businesses that currently open on weekends, to find out:
                      - How do existing open businesses weekend trading figures compare to weekday trading?
                      - Where do weekend shoppers come from?
                      - What type of things do they buy?
                      - What are the non-retail reasons that people visit Lismore on weekends?
                      - Where are the people who could be attracted to Lismore?
                      - Where do they go now, rather than Lismore?
                      - What do they want, what are their demographics?
                      - Are there clusters of adjacent businesses that could open longer hours and act
                        as ‘pilots’ for a broader initiative?
                      - Is there the opportunity to capture more retail expenditure if Lismore was open?
                  Lismore Alive included a brochure outlining the project to raise awareness and a ‘Registration
                  of Interest’ form for businesses interested in being involved in the project.

                  2. WORKSHOPS - When the initial research information was compiled it was provided to
                  retailers during a series of workshops on how best to meet the needs of prospective customers.

                  3. ACTION PLAN - The plan documents the types of businesses and facilities that typically
                  attract weekend custom and linkages or relationships that could exist between businesses and
                  facilities. During the development of the plan, missing information to develop the program was
                  identified, with initiatives such as:
                      -   Scope of the marketing campaign
                      -   Deciding which areas to target
                      -   Support program for businesses prepared to take part in the pilot
                      -   Marketing and events to support the program
                      -   Recommendations to make improvements to the city centre such as entertainment
                          and activities.
                  The action plan identifies a number of specific actions aimed at positioning Lismore as a
                  thriving recreational and entertainment venue, particularly on weekends, including initiatives
                  such as CBD markets, buskers and street performers.

                  The research, workshops and consultation with key stakeholders, culminated in a pilot
                  project demonstrating the potential to increase positive economic activity and vibrancy in
                  Lismore’s town centre on weekends. The project included discussions with key businesses that
                  were identified as pivotal to the pilot program to discuss issues and future opportunities.
     shop local campaign planning
     A shop local campaign can simply be a
     cooperative television marketing campaign
     (refer to Part 4 Other cooperative strategies), but
     in many instances it includes other marketing
     strategies, events, activities and prizes.


       tip
       Further information on developing and
14     implementing events can be found in Industry
       & Investment NSW Self Help Module 12:
       Marketing and Promotion or Self Help Module 14:
       Event Management




     The following are some basic steps to follow
     when planning and implementing a shop local
     campaign that includes events, activities or
     prizes.

     Establish objectives for the campaign
      – why you are doing it and what you hope to
        achieve, for example:

     - To provide a vibrant and fun Christmas
       shopping experience
     - To encourage locals to shop in town for
       Christmas presents
     - To educate locals on the long term benefits
       of shopping locally
     - To draw shoppers within one hour’s drive to
       visit and shop for Christmas
     - To promote the town to the wider region
     - To unite the retail sector to work together as
       a team
     - To increase spending in the CBD Christmas
       period by 10%
     - To lift community pride.

     These objectives will guide you in developing
     the campaign, keep you on track during the
     implementation stages and provide measures to
     evaluate the success of the project

     Identify the target markets – who is the
     campaign aimed at? These target markets will
     ensure you develop suitable activities or prizes
     and will identify the geographical area/s and
     types of media needed for the marketing
     campaign.

     Identify and plan the events, activities or prizes
     for the campaign.
                     case study - shop local campaign with prizes


                     Lismore developed a simple shop local campaign called ‘I LOVE Lismore’ with the following event
                     objectives: to encourage loyalty from local shoppers, unite the retailers, lift the profile of Lismore
                     and add vibrancy and atmosphere to the city. They wanted locals and regional communities to see
                     and hear the message ‘I LOVE Lismore’ repeated many times over a one month campaign to start
                     altering poor perceptions of the town and shopping experience in the CBD.

                     Customers filled out an ‘I LOVE Lismore’ entry form each time they shopped in a participating
15                   store, with most businesses in the CBD participating in the campaign.
     case study


                     The main prize was $2,500 to be spent between three participating businesses in the campaign
                     and 500 single movie passes from sponsor Birch Carroll and Coyle drawn daily in the local
                     Northern Star newspaper. Media sponsor Channel 10 provided a $500 production and airtime
                     prize for one of the participating businesses to encourage uptake of the promotion. Businesses
                     paid $100 to participate in the campaign to pay for marketing materials and media coverage.

                     Campaign colours were yellow, black and red and businesses were encouraged to decorate in
                     those colours. Each business received 2,000 entry forms, two posters, two stickers for their
                     entry box and one free t-shirt for staff, with additional t-shirts purchased at cost price of $7
                     each. T-shirt orders and sizes were noted when collecting the $100 entry fee from each
                     business. Many businesses purchased extra t-shirts and a notable outcome was the camaraderie
                     of staff throughout the city wearing their t-shirts with pride.

                     Advertising included 150 x 30-second time slots on Channel 10, 180 x 30-second time slots on
                     radio 2LM and regular advertising or editorial in the Northern Star.



                  Identify any legal requirements and apply              Establish timeframes for the campaign – what
                  early in the planning stages for permits or            is the timeframe for the activities or events?
                  licences. For example, the NSW Office of Liquor,       How long will the marketing campaign last?
                  Gaming and Racing regards an appeal to business        Work backwards from the starting date of the
                  for sponsorship - for a purpose that is promoted as    event and determine how long it will take to
                  being of benefit to the community - as charitable      implement all the tasks. If you are seeking
                  fundraising. As such it is subject to regulation       government funding, factor in the time it will
                  under the Charitable Fundraising Act and you           take to apply and receive notification of your
                  may need to apply for an ‘Authority to Fundraise’.     funding request. Ensure you have enough time
                  Check with the Office if you have any doubts.          and determine a starting date for the project .
                  Their contact details are at the end of this module
                  under the Resources and websites section.              Establish a marketing plan or schedule.
                                                                         Plan your media campaign carefully. It may
                  Liaise with your local government to see if they       include a series of television commercials and
                  have any requirements for activities associated        advertisements in the local or regional
                  with your campaign. For example, you may require       newspapers. You may use radio closer to the
                  a Section 68A for use of a public space or licences    event and during it for a more immediate ‘call
                  for buskers and stallholders etc. As the sponsoring    to action’. You may also use newspaper or radio
                  organisation for the campaign you will need to         interviews or prize give-aways in the lead up
                  consider risk management issues and develop            to your event or during the campaign, such as
                  contingency plans as part of your legal obligations    smaller weekly prize draws during a one month
                  and duty of care                                       campaign. Match your marketing activities with
                                                                         your target markets.
                  Develop a preliminary budget – work out how
                  much money you need to raise to implement the
                  campaign and how you will raise it, such as
                  corporate sponsorship or fees for businesses
                  participating in the campaign.
     shop local campaign implementation
     For larger campaigns, you may need a                   advertisement. Don’t try to ‘cut corners’ and
     committee or other staff to help spread the            ‘skimp’ with your marketing. The image of your
     workload, so break the campaign into segments          event and your town will be seen through the
     and assign different segments to appropriately         image you present in your marketing campaign.
     skilled people. For instance, the segments may         For example, your local television station may
     include developing activities, establishing prizes,    offer to produce your television advertisement
     marketing and media liaison, sponsorship and           as part of their sponsorship. These advertisements
     fundraising etc.                                       are usually done quickly and cheaply using ‘stills’
                                                            or ‘stock footage’ and a standard voiceover.
     If you are working with a committee,                   They may get the message out, but rarely
16   establish regular meetings for networking and          present a quality image. It is worth investing in
     reporting progress.                                    a production company, writing your own
                                                            advertisements if you have the expertise or
     Establish your media sponsors first and then           paying a professional writer. If you present a
     any other sponsors or partners in the campaign,        poor image of your town, it is very hard to turn
     if required. Offer benefits to your sponsors,          that around later on.
     such as including their logos on your marketing
     materials.

     Send out a flyer to local businesses to
     inform them about the up-coming campaign
     and request their participation. In larger towns
     it’s a good idea to set up a Street Network – one
     or two retailers per street who hand out or
     collect information in their area. It saves time
     and gives the businesses more ‘ownership’ and
     participation in marketing activities.

     Follow up soon after the flyer by visiting each
     business to discuss the campaign and collect
     their contribution funds. The retail and business
     sectors need to fund the cooperative campaign.
     In some instances a town may already have a
     designated marketing budget that has been
     raised through businesses to promote the town,
     but in many cases funds need to be raised for
     individual campaigns. This can take lots of time,
     with many passes around the CBD where you
     are expected to ‘come back when the manager
     is in’ or ‘when I’ve got my cheque book’…be
     firm! When promoting the campaign and raising
     funds, start with proactive businesses who you
     know will support the campaign and use them
     as ‘peer pressure’ to ensure the rest of the
     businesses participate. When collecting funds,
     it is also a good idea to have numbered receipts
     that can be given out at the same time - keep a
     list of ‘paid’ invoice numbers.

     Develop and establish the event activities
     and prizes.

     Develop marketing materials including logos,
     slogans, press, radio and television advertisements
     etc. Be consistent – eg you may take a ‘still’ image
     from the television commercial as part of your
     newspaper advertisement, posters, fliers etc or
     use the same voiceover for the radio
     Work with your media reps and develop
     media schedules. Deliver materials to media
     outlets, as required. It is very important to
     establish friendly, personal relationships with
     your local media. Find out who is good, target
     them and always use the same person.
     Thank them after the campaign with a
     certificate, press pack, give-aways such as
     t-shirts and any evaluations or feedback that
     gives them more information about your
     community. Build a relationship with your
     contacts as they are an important resource
17
     For a town campaign, television stations should
     at least give a ‘one for one’ deal where you pay
     for one time slot and they sponsor a second slot.
     You may be able to broker a better deal, such
     as a ‘three for one’ sponsorship. However, be
     aware that the sponsored time slots are called
     ‘run of station’ (ROS) and they will schedule
     them where they have a spare slot. They may
     fill their obligation as a sponsor, but the timeslot
     may not help your campaign. With your paid
     slots, choose timeslots that are appropriate to
     your target market/s. For example, if women
     are the target market, choose timeslots in
     shows aimed at the type and age group of the
     women you wish to attract. Choose newspapers
     or magazines that your target market is likely
     to read

     Implement the campaign over the specific
     campaign dates.



     shop local campaign evaluation
     Plan evaluation methods in the early planning
     stages so that any costs or activities are factored
     into your budget and task planning. Outcomes
     are measured against the campaign’s objectives
     as you need to assess if your objectives have
                                                            tip
     been met. This will give you valuable
     information for improving your event or                Further information is available in the
     campaign next time.                                    Industry & Investment NSW Self Help Module 5:
                                                            Monitoring and evaluation
     Methods will vary depending on the campaign
     activities. Evaluation examples can include:
     • surveys of participants
     • businesses and sponsors
     • postcode surveys to identify visitors and to
       measure increases in future years
     • a debrief meeting with committee members or
       stakeholders after the campaign
     • head counts of attendees
     • the number of participating businesses.
     The following simple business survey was used
     at the end of Lismore’s annual Stocktake Sale
     whilst collecting competition tickets from
     participating businesses - it gave invaluable
     information.


        Business name

        Were your figures up or down on last year’s sale (%)?

        What time did you open?
18      What time/s did you get busy?

        What time did you close?

        Did you employ any extra staff? YES            NO     If YES, how many?

        On a scale of 1-5 how successful was this sale?

        (1=terrible, 2=not good, 3=good, 4=very good, 5=fantastic)



     Review and evaluate the campaign, debrief and
     celebrate with stakeholders if appropriate, thank
     sponsors, finalise the budget, acquit funds and
     wind up the project.


       tip
       In many cases, communities just cover the costs
       of a campaign to balance the books. If possible,
       try to make a profit out of each project,
       for instance, three projects with a profit of $2,000
       each may provide seed funds for another project
     tips for writing a media release                       Use a ‘SUPER’ over the screen for further
                                                            information – eg the name of the event at the
     The introduction of your media release should
                                                            start of the commercial and dates, times and/or
     state the main message in a maximum of
                                                            venue/s near the end.
     around 30 words – try to describe the message in
     summary. If possible, describe who, what, when,
     where, why                                             shop local campaign case studies
     Select the most important points of the                The capacity of the retail and business sectors to
     message that you want to make – prioritise             invest in cooperative marketing is a critical factor
     them in descending order and then write a              in establishing shop local or town marketing
     paragraph for each point (limit to a maximum           campaigns. Successful campaigns are the ones
     of five points). Try to keep the media release to      where the majority of local businesses invest
19                                                          and participate in campaign activities and work
     one page
                                                            together to promote the town.
     Consider who is reading the story and target your
     story and style of language appropriate to the         Trends in America show a surge of shop local
     level of your target audience                          campaigns across the country under the banner
     Be positive!                                           of ‘Think Local First’ and the establishment of
                                                            networks, such as the Business Alliance for Local
     Be clear and concise – do not overwrite,
                                                            Living Economies (BALLE). In England the ‘Shop
     overstate or use fancy words, however, do not
                                                            Smart, Shop Local’ message is used to educate
     take shortcuts at the cost of clarity
                                                            locals with loyalty campaigns linked to prizes.
     Use quotes from people if you can to make it
     sound authoritative. Your nominated spokesperson       In Australia, some shop local campaigns are
     in the media release should also be able and           single events, but many campaigns are part of a
     available to speak to reporters, and do radio and      wider picture and tied to a secondary campaign
     television interviews                                  (such as Christmas or Mother’s Day) or a range
     It is often helpful to write the headline last after   supporting strategies (such as business
     you have written the story. It should be ‘active’,     directories, websites, events, streetscaping etc).
     catchy and brief and relate to the first paragraph     Some campaigns have been highly successful,
                                                            but one campaign coordinator warned, “You’ve
     It’s good to use 1.5 or double spacing in the body     run a successful campaign and you think you can
     copy of your media release to make it easy for         relax because the local people will stay with you
     the journalist to read                                 forever. That’s not so. You have to keep working
     Ensure you write the date and your contact             at it.”
     details at the bottom of the media release
                                                            The following case studies are examples of shop
     The media release should also have a header
                                                            local campaigns used in towns and present ideas
     that can include your campaign logo and/or the
                                                            that can be adapted.
     campaign name
     It should also be clear that this is a media
     release and not a flyer, brochure or community
     letter.

     tips for writing a television
     commercial
     Ensure that you write the ‘top’ and ‘tail’ in the
     same theme - end the commercial with the
     same theme you start with
     Use a positioning statement within the
     commercial - eg “Fun at the Fair” or
     “Relax and enjoy”
     Use a single-minded selling proposition with
     benefits to the consumers - make a list of all the
     ‘selling’ points and push ONE of them – don’t
     clutter the commercial with too much
     information eg “Open on Sunday, yes, Sunday!”
     or “One and only concert, don’t miss it” – this
     point can be repeated in the ad
                    Temora bush bucks

                    Temora is situated 83km north of Wagga Wagga          Messages that were used in advertisements in
                    with a population of 4,600 in the town and 6,800      the local newspaper and Temora Council
                    in the Shire. The campaign is simple, positive        newsletters included:
                    and proactive. Temora Bush Bucks are similar          • Recycle our dollars locally
                    to gift certificates and can be endorsed for any      • Try and get family and friends to come to our
                    amount of money. The campaign has three main            town and shop or stay
                    objectives:                                           • Come and visit us as our Christmas present
                    1. To encourage the Temora community to keep          • Use Bush Bucks vouchers to transfer dollars
20                     dollars local by supporting local businesses         from the city to the bush
     case studies

                    2. To educate and raise awareness of how              - “A Buck from your hand is worth two in the bush”
                       important every dollar is in keeping locals        - “The Buck stops here!”
                       employed and thereby retaining population          - “A dollar you spend… means a job for a friend”
                       and safeguarding the provision of vital services   - “Recycle your dollars here!”
                    3. To rebuild the once strong links between rural     - “This Christmas …please shop locally”
                       towns and capital cities by targeting extended     - “What stays in town… goes around”
                       organisations, friends and family groups.          - “Be vocal…shop local”
                                                                          - “Keep our town alive, shop local and survive”
                    Residents were not asked to spend more money,         - “Bucks for the Bush”
                    but simply to spend it in Temora where possible.      - “Make your Bucks go further…”
                    Everyone in the community could support the           - “Look while you roam…but spend at home”.
                    campaign to encourage money to flow by using
                    existing networks outside the district, including
                    family, friends and affiliated clubs.

                    Bush Bucks were purchased on-line through the
                    Temora Shire Council website or in person at
                    Council offices. They could be nominated for a
                    specific business or be left ‘open’ and redeemed
                    at any of the participating businesses.
                    Alternatively, they could be purchased from
                    individual businesses in person or by phone and
                    mailed out with the name of that business listed
                    on the Bucks.

                    Bush Bucks could also be purchased as a
                    donation to needy community members or to
                    community charities and organisations.
                    The Bucks could be marked with the name of
                    the organisation or the Council could nominate a
                    charity to receive the donation, rotated between
                    St Vincent de Paul, the Salvation Army and the
                    Temora Community Centre.

                    Businesses were supplied with a Starter Module
                    containing:
                    • Brochures and posters
                    • Links to the Bush Bucks website
                    • Bush Bucks Gift Voucher booklet
                    • A ‘Getting Started’ Guide.
                    if you can’t get to paris, try Benalla

                    Benalla in Victoria is situated 115km south west
                    of Albury on the main route to Melbourne, with
                    a town population of 9,200 and 15,000 in the
                    Shire. After conducting a business retention and
                    expansion survey and identifying reasons for
                    retail leakage, the Council and the Benalla
                    Business Network decided to conduct a vibrant,
                    ‘in your face’ shop local campaign.
21
                    Three major Benalla employers are French and the
     case studies

                    streetscape has a provincial feel. The playground
                    rocket was likened to the Eiffel Tower and a cheeky
                    campaign was developed swathed in hot pink.
                    The campaign ran for 12 months, with the launch
                    tied to a Christmas shopping promotion.

                    The launch was broadcast on the local radio live
                    from the main street. It included live music with
                    a street market and was opened by a much-loved,
                    pink-clad local ambassador who is a town icon.

                    Other campaign elements included:
                    • The main street festooned with 150 metres of
                      pink tulle tied into bows (repeated every Friday
                      to Christmas)
                    • A range of hot pink marketing materials,
                      including:                                          Business Network was built through decals and
                      - 6,000 paper shopping bags distributed to          retail merchandise
                        every business                                    • Street events were developed throughout the
                      - Benalla Business Network member decals              campaign, including:
                      - 300 t-shirts for every business and for sale        - Santa Land
                        as a ‘must have’ Christmas present – the            - Black Friday promotions
                        t-shirts have been photographed in                  - Christmas Festival
                        Minnesota, The Hague, Thailand, Brazil…..           - Benalla on Sale
                        and Paris!                                        • The Benalla Business Network developed
                      - A further 200 shirts have been produced             Benalla’s Top Ten Book to assist in customer
                    • Every shop window was decorated with a                service training. The committee used the
                      pink theme                                            imagery and energy of the Paris campaign to
                    • The local ambassador visited retailers to gain        produce a booklet that contains all the
                      feedback and inspire enthusiasm during the            information a front line service operator would
                      campaign                                              need to answer most questions about Benalla,
                    • Spot prizes were won by shoppers                      including population data, bus and train
                    • A sustained media campaign through local              services and customer service tips. The book
                      press, television, direct mail and in-store           can be viewed on www.benallaonline.com.au
                      competitions for seven weeks leading up to
                      Christmas
                    • The creation of twelve ‘hero stories’ for
                      promotion in local press - to focus on a local
                      identity and raise awareness that as customers,
                      locals help ‘buy’ that person’s job
                    • Research that identified the real costs of
                      spending out of town
                    • The Benalla Business Network was used to
                       facilitate business-to-business transactions
                    • The profile and recognition of the Benalla
                    Warren Christmas shop local

                    Warren is situated 126 km north west of Dubbo
                    with a population of approximately 1,200 in
                    the town and 3,000 in the shire. They conduct a
                    simple, but effective shop local campaign tied to
                    Christmas shopping. Many other towns conduct
                    similar shop local campaigns.

                    The campaign commences in early November.
22                  Customers collect a competition card from one
                    of the participating businesses. They must spend
     case studies

                    $20 or more in one transaction and have their
                    competition card stamped by the retailer.
                    When eight stamps are collected from eight
                    separate retailers, the card is placed in a
                    container at a nominated outlet. Winners receive
                    vouchers that can be redeemed for purchases at
                    any of the participating businesses, with $1,200
                    for first prize, $500 for second prize, $300 for
                    third prize and a fourth prize donated by Country
                    Energy of $100 off the next power bill.

                    The shop local campaign is tied to a Christmas
                    campaign that includes an evening Christmas
                    Market in early December with stalls and
                    activities for children and families. Warren has
                    a multi-cultural society, so an International Food
                    area will be added to the next Christmas
                    Market, presenting a range of cooking styles
                    to add vibrancy to the event and attract more
                    people to participate in the market and shop
                    local campaign.
                    I’m a real local, Innisfail

                    Innisfail is situated 93km south of Cairns in          Window signage to indicate participating
                    Queensland, with a population of 8,000 in the          businesses
                    town and approximately 19,000 in the Johnstone         Events that included the business and media
                    Shire.                                                 launch, the Buy Local Street Fiesta and Show
                                                                           You’re a Real Local Day
                    In March 2006, Cyclone Larry devastated Innisfail.     Local volunteers who helped with campaign
                    Residents began to purchase goods elsewhere,           activities
                    while the business district struggled to rebuild       Development of an extensive Innisfail ‘I’m a
23                  and re-open for business.                              Real Local’ website
                                                                           A business directory in hard copy and on the
     case studies

                    The Innisfail Chamber of Commerce, Industry and        website
                    Tourism Inc (Innisfail Chamber) launched the ‘I’m      Development of ‘I’m a Real Local’ ‘Campaign
                    a Real Local’ campaign to encourage residents          Faces’ that included local celebrities such as:
                    to develop a sense of pride and commitment to          Australian Idol performer Natalie Zahra,
                    a healthy local business district. It was funded       Melbourne Storm full-back Billy Slater
                    through a partnership of local, state and federal      Inspirational messages were posted on the
                    funding.                                               website from the campaign faces as well as
                    The campaign aimed to “support local businesses        educational messages about the benefits of
                    and strengthen our community” by the following         shopping locally and promoting local business
                    objectives:                                            involvement in the community as they:
                                                                             - Spend more money at other local businesses,
                    • Increase consumer awareness and appreciation             creating a “multiplier affect” that circulates
                      of the goods and services available in the               the money within the community rather than
                      greater Innisfail area                                   allowing it to “leak away” through out-of-
                    • Raise community awareness of the impact of               town purchasing
                      their shopping habits on local business and            - Make up the largest employer category in
                      employment opportunities                                 Innisfail
                    • Create a sustainable shift in consumer attitudes       - Give better customer service overall, because
                      and behaviour which will prompt residents to             they are free to make decisions based on
                      seek goods and services in Innisfail first, before       community needs, close at hand when
                      looking further afield                                   after-hours service is required – and treat you
                    • Assist the long-term recovery of local                   as a local, rather than as an anonymous
                      businesses from the effects of Cyclone Larry             customer.
                    • Preserve and enhance the unique character of
                      local businesses in Innisfail.
                    • Encourage local businesses to work in a
                      collaborative manner to achieve common goals
                    • Recirculate money within the Innisfail district to
                      promote a strong regional economy.

                    The campaign included:
                    Extensive media coverage on television, radio
                    and newspaper
                    A range of sponsorship packages for Campaign
                    Champions, Chamber members and non
                    -Chamber members, with different levels of
                    benefits within each category for participating
                    businesses
                    Business training workshops in ‘customer
                    service and client communication’ and
                    ‘effective sales and merchandising’
                    A large range of ‘I’m a Real Local’ merchandise
                    that included t-shirts, pin-able buttons, fridge
                    magnet shopping pads, pens, temporary
                    tattoos, bumper stickers, coffee mugs, wetsuit
                    stubby holders and calico shopping bags
                    Bowraville open day

                    Bowraville is a picturesque small town 17 km           the town had worked together to trial operating
                    west of Nambucca Heads on the NSW North                as a tourist town.
                    Coast between Coffs Harbour and Port Macquarie.
                    Bowraville has a population of 1,300, including a      The Open Day will be repeated in peak holiday
                    large indigenous population. As part of a shirewide    periods throughout the year and will be aimed at
                    shop local strategy, Nambucca Shire Council and        visitors in the local area to generate greater word
                    the Tourist Association produced flyers on what        of mouth marketing amongst holiday visitors.
                    to do on a dry day or a wet day in the Shire.          It will be held on Saturday afternoons to provide
24                  These were placed in the compendiums of                families with a free-entry outing after their
                    770 motel rooms. When it rained in the school          morning beach activities. Shops will remain open,
     case studies

                    holidays, Bowraville businesses experienced an         the local hotel will provide a beer garden
                    increase in business because people knew where         atmosphere with light music and a movie will be
                    to go and what to do on a wet day.                     run in the old picture theatre for children.

                    A town marketing plan was developed for                Marketing materials on Bowraville will be
                    Bowraville. It identified that Bowraville              developed and promoted locally, then at a series
                    businesses should capitalise on the visitors to        of trade shows in Sydney. The events will also
                    the Shire and market itself as a tourist               be marketed through the Shire accommodation
                    destination, promoting its old world charm and         houses and on the tourism booking website.
                    creative industries.                                   As Bowraville gains a name as a tourist destination,
                                                                           it is expected that businesses will open on a more
                    In December 2008, Bowraville held an Open Day          regular basis on weekends and during holiday
                    inviting locals to learn what is new and exciting      seasons. The events will be measured by the
                    in Bowraville’s museums and galleries, with free       amount of people traffic and increased income.
                    entry or a gold coin donation.
                                                                           As part of the ‘what to do’ strategy, Bowraville
                    The event was aimed at informing locals about          locals have written itineraries of the local spots
                    Bowraville’s history and unique creative outlets,      where they take their friends when they visit.
                    so that they will tell their friends, visitors and     These itineraries will be posted on the Bowraville
                    relatives to visit these attractions. The region       website that is currently being upgraded.
                    has grown over the last few years, so regional
                    residents were also invited to visit Bowraville with   The town will establish a ‘mini VIC’ (visitor
                    a focus on changing past negative perceptions and      information centre) in one of the local shops so
                    highlighting the natural beauty of the area, the       that visitors will be able to acquire information
                    attractions and creative industries.                   when they arrive in Bowraville.

                    The event was supported by a small cooperative
                    marketing campaign on radio and in the local
                    press with a front page story on pre-Christmas
                    shopping and creating sales for the local creative
                    industries.

                    The shops decorated their windows and put flags
                    outside to identify specials on offer. The Lions
                    Club held a sausage sizzle, the local Tourism
                    Association had a stand with information on
                    accommodation and road trips for tourists,
                    and the community held a Christmas party in the
                    afternoon with a local Aboriginal band providing
                    entertainment. All businesses had a greater
                    turnover on the day, especially the gift shops.
                    The museums reported increased turnover of
                    people and used the day to advertise for more
                    volunteers. There was a great feeling in town
                    and the day was successful in starting to alter
                    perceptions of Bowraville. It was the first time
                    grow Gloucester for our future

                    Gloucester is situated 74km south west of Taree       This campaign was coordinated by a few
                    with a population of around 3,000. Their first shop   volunteers for a business chamber in a small
                    local campaign was a fairly standard campaign         community. It worked extremely well because
                    with discount vouchers for participating              the business sector pulled together, ‘sold’ the
                    businesses. It was supported by 50 local              campaign and supported it enthusiastically.
                    businesses and involved using a coupon that           It raised community spirits and a ‘feel good’
                    retailers found complicated and unsatisfactory.       factor to shopping locally, making people aware
                                                                          of how much they spend in town. Locals also felt
25                  The committee hired an outside facilitator to         it was good to involve the visitors to town, but
                    assist them in brainstorming ideas for a new          they were happy that a local won the car!
     case studies

                    campaign, for example, by identifying their
                    target markets, what went well in the previous        The organisers learned some valuable lessons
                    campaign, what other towns were trialling and         as they had not done anything like this before.
                    what they wanted out of the next campaign.            It was too long, so next time the campaign will
                    In their enthusiasm to make it work, they             run for three months. The draw included a TV
                    decided to use a big prize as a drawcard.             personality, a band and Santa and was supposed
                                                                          to be held at a local Apex Christmas carnival.
                     They bought a Holden Barina car for $14,500          However, it rained, so next time it will be drawn
                     as the main prize with support from the local        at a covered mid-year Chamber event.
                     Holden dealer, the Chamber and the $200
                     collected from over 100 businesses who               They received the Gloucester Shire Council Australia
                     participated in the six month campaign               Day Award for the Project of the Year 2008.
                     – a massive turnout for a small town

                     Second prize was $2,500 worth of electrical
                     goods in a local store and third prize was $500
                     of ‘Gloucester dollars’ to be spent in
                     participating stores. Two prizes were also drawn
                     monthly over four months for $100 worth of
                     goods donated by local businesses, such as a
                     dinner for two

                     The campaign was also supported by Gloucester
                     Coal, Lucas Energy Gas Extraction, the local
                     newspaper, television station and two radio
                     stations and a small amount of funding from
                     the NSW Department of State and Regional
                     Development

                     People from surrounding areas visit Gloucester
                     on the weekends, but primarily the campaign
                     was supported by locals

                     Posters and 40,000 envelopes were printed and
                     distributed throughout the businesses.
                     Customers obtained an envelope from a
                     participating business and collected receipts of
                     any amount until they totalled $200, then filled
                     in the back of the envelope and dropped it in
                     the barrel. 50,000 envelopes were received,
                     so an extra 10,000 envelopes were printed
                     during the campaign

                     The NSW Minister for the Hunter was asked to
                     draw the winning ticket. There were so many
                     envelopes they wouldn’t fit into a barrel and
                     they had to use a big cement mixer.
                    ignite the spirit of Christmas, Hamilton

                    Hamilton in Victoria is situated 300 kms west of
                    Melbourne with a population of 10,000 in the
                    town and 17,000 in the Shire. For the past four
                    years they have run a five week shop local
                    campaign using a car as the major prize, tied to
                    their Christmas promotions.

                    In 2008 the program was launched at the end of
26                  November with a parade down the main street
                    using live reindeers and vintage cars. The Mayor
                    switched on the lights on the giant Christmas tree,
                    there were free photos with Santa, free
                    showbags and a BBQ for all the community.


                      tip
                      The pet shop owner gave away a token in the
                      showbag for a free goldfish to every child as a
                      marketing strategy to sell gold fish bowls, fish
                      food, toys etc
     case studies




                     The local car dealer contributed half the cost
                     of the Holden Barina as the major sponsor with
                     naming signage on all the campaign marketing
                     materials

                     Over 50 retailers contributed $300 each towards
                     the campaign with prominent signage in each
                     shop

                     Other campaign prizes include a weekly draw for
                     $100 worth of goods supplied by local businesses

                     Marketing included newspaper, radio and
                     television advertisements using the campaign
                     logo and a specially-written jingle

                     Decorations were erected around the CBD on
                     roundabouts and on power poles

                     Over 30,000 entries were received in the five
                     weeks leading up to Christmas

                     The final draw was held in the car dealership
                     with all the participating businesses, champagne
                     and nibbles. The Barina car was filled with the
                     entries and the Mayor picked out the winning
                     ticket.

                    In previous years the campaign used different
                    prizes, such as a trip to Vanuatu, but winning a car
                    in a town the size of Hamilton has a certain ‘buzz’
                    about it and they continue to use the car prize
                    each year.
                    boutique Forbes

                    Forbes is situated on the Newell Highway in Central   campaign that included newspaper and radio
                    NSW, 33km south of Parkes and 152km south of          advertising in surrounding regional areas.
                    Dubbo with a population of approximately 8,500
                                                                          Passport to Forbes
                    in the town and 10,000 in the Shire. The recently
                                                                          In 2008 another retail promotion was the Passport to
                    formed Forbes Business Chamber is proactive in
                                                                          Forbes that ran for one month during the June low
                    marketing the town and business sectors through a
                                                                          spending period. Shoppers were given a passport
                    series of strategies and retail promotions.
                                                                          and each time they spent over $5 in a participating
                                                                          store, they received a stamp in the passport. Once
27                  Forbes conducted preliminary marketing research
                                                                          the passport was fully stamped with six purchases in
                    and identified that their shopping mix is made up
     case studies

                                                                          total, it went into the draw for a voucher prize pool
                    of local, owner-operated stores with no ‘majors’
                                                                          of $1,000 to be spent in participating businesses and
                    in the mix. They are surrounded by several large
                                                                          an accommodation, dinner and breakfast package
                    regional centres, so decided to position
                                                                          for two.
                    themselves as a ‘boutique town’ offering a
                    friendly, personalised ‘boutique’ shopping            Forbes we bett you love it
                    experience to draw shoppers from the larger           The Boutique Shopping Committee has developed
                    centres. They formed a Boutique Shopping              various other promotional campaigns including
                    Committee as a sub-committee of the Forbes            Forbes We Bet You’ll Love It in 2007, a joint
                    Business Chamber, with local business owners          promotion with the Forbes Picnic Races. Retailers
                    and other interested members who plan and             held in-store demonstrations throughout the week
                    implement activities for the retail sector.           preceding the race day and this was supported by
                                                                          a promotional brochure that was distributed locally
                    They develop and promote two to three retail          and regionally. Customers entered the competition
                    promotions per year during low business times.        in-store by filling out an entry ticket when making
                    As well as paying a fee to be part of the             a purchase. A week of in-store promotions, events
                    promotion, participating businesses are asked to      and a fashion parade culminated in the Forbes
                    supply a $50 voucher to go into the prize pool for    Picnic Races. Customers who presented the
                    each promotion. Promotions are supported by           promotional brochure where given free entry
                    the Forbes Boutique and Specialty Store Shopping      to the picnic races. The final prize was a $1,000
                    Guide, a brochure listing local stores and their      voucher draw, compiled by the $50 vouchers from
                    location.                                             each participating store.
                    The Girl’s Day Out                                    Land on your feet in Forbes
                    The Girl’s Day Out is a highly successful campaign    Towards the end of 2008, Forbes Shire Council
                    that runs over ten days. To participate, businesses   donated a block of land worth approximately
                    pay a minimal cost of between $150-200 to join        $40,000 as the major prize for a Christmas
                    the promotion. Businesses are asked to conduct a      promotion called Land on Your Feet in Forbes This
                    discount or value-add, or an in-store event during    Xmas. Tickets in the draw were awarded to
                    the promotion and this information is included in     shoppers on a sliding scale based on the amounts
                    the promotional brochure.                             they spent on purchases, ranging from one ticket
                                                                          for amounts of $10-$50 up to a maximum of
                    Some shops conduct in-store demonstrations            twenty tickets for purchases of $1,000 or more.
                    aimed at women – for example, beauty and
                    skincare demonstrations, how to fit a brassiere,      The backs of tickets were stamped to ensure they
                    floral demonstrations for a Christmas table etc.      were legitimate and customers filled in their
                    In the October 2008 campaign, former Miss World       details and dropped them in the in-store box.
                    and celebrity, Belinda Green was the campaign         The campaign was highly successful, with 100,000
                    ambassador and special guest speaker on the           entries received in the campaign which ran from
                    final Thursday evening at the Girl’s Night Out with   the first week of November to the final draw on
                    champagne, nibbles and networking.                    Christmas Eve.

                    A brochure was developed outlining the special        This shop local campaign was aimed at locals and
                    offers in each store, the daily program of events     customers in the surrounding regional centres and
                    and the times and dates for all the in-store-         was supported by television, radio and newspaper
                    demonstrations. The brochure was distributed          advertising.
                    through Australia Post to local and regional
                    shoppers and was supported by a media
                    boutique Forbes

                    There is no paid coordinator in Forbes and all the
                    campaigns are coordinated by Chamber volunteers.
                    Committee members don’t have time to chase
                    or ‘spoon feed’ retailers, so if there isn’t enough
                    uptake for a promotion, it doesn’t occur. If retailers
                    don’t reply by the second flyer message, they are
                    not considered as participating businesses.


28                  The committee only had three weeks to organise
                    the Land On Your Feet promotion, so an early bird
     case studies

                    offer of $200 was made to retailers to respond by
                    a certain date, otherwise the cost was $300. Forbes
                    retailers are used to participating in shop local
                    campaigns, so 51 stores responded immediately
                    and participated enthusiastically in the campaign.

                    A further outcome of the campaign was increased
                    membership in the Forbes Business Chamber, as
                    businesses had to be a member to participate in
                    the promotion. A local person won the block of
                    land and it is anticipated that they will build on it
                    using local tradespeople, goods and services.
                    It is hoped that this prize will be repeated in future
                    Christmas campaigns.

                    Forbes Shire Council financially assists the
                    Boutique Shopping Committee with a small fund.
                    This money is matched by businesses to
                    participate in promotions and where possible it is
                    doubled by matching government funding. If any
                    profits are raised they are ploughed back into the
                    next promotion.

                    In 2009 the Boutique Shopping Committee will
                    continue to host two promotions, but they want
                    to brand the town as Boutique Forbes. They will
                    concentrate their efforts on a marketing campaign
                    using television, billboards and other marketing
                    materials to promote the town to the region.
                    integrated shop local strategies - Brunswick Heads

                    Brunswick Heads is situated in the NSW Northern          A prize of $500 in ‘Bruns dollars’ was given away
                    Rivers, approximately 17km north of Byron Bay,           each week for four weeks, to be spent in any of
                    with a population of around 1,800. Brunswick             the 40 participating businesses. In addition, two
                    Heads established their first community plan in          $100 draw prizes were given as incentives for
                    1999. Brunswick Heads Chamber of Commerce (BH            businesses and residents who completed a “Buy
                    Chamber) led the process and identified that the         Local” survey, conducted during the campaign.
                    small coastal village would need to change with
                    the times. However, they also wanted to retain the       Businesses paid $250 to participate in the Buy
                    village atmosphere, protect the                          Local campaign and received an A3 poster to
29                                                                           identify them as campaign participants. A full
                    environment and have community influence in
     case studies

                    the village’s future direction.                          colour page was taken out in the Byron Shire
                                                                             News each week for four weeks leading up to
                                                                             Christmas, with participating businesses
                                                                             advertised under the following themes:
                                                                             ‘professional’, ‘health and recreation’,’ food’ and
                                                                             ‘gifts/fashion/homewares’. A quarter page
                                                                             advertisement also appeared every week,
                                                                             sponsored by the Byron Shire News, to announce
                                                                             the weekly winner, who was photographed in
                                                                             front of the winning store. The weekly quarter
                                                                             page advertisement included a list of all
                    Brunswick Heads is professional in their approach        participating businesses.
                    to marketing their town and has a dual focus for
                    all activities, combining ‘big picture’ ideas with       The difference between this and other more
                    tourism and shop local campaign strategies.              traditional shop local giveaway campaigns was
                    First they identified the target markets within          the strong educational component. The BH
                    their own community and have kept their projects,        Chamber used the campaign to educate the local
                    events and marketing materials in line with those        community and its own businesses on the
                    markets.                                                 benefits of shopping locally and supporting
                                                                             each other. The weekly page presented stories,
                    The BH Chamber conducted research and identified         diagrams and photos to educate the community
                    what the locals loved about their town and also          about the importance of buying locally, such as
                    reasons why people like to visit Brunswick Heads.        the ‘leaky bucket’ theory, the multiplier effect,
                    The ensuing Simple Pleasures branding campaign           ‘food miles’ and community benefits.
                    has consistently been used in all marketing
                    activities.                                              The use of the ‘Bruns Dollars’ provided a practical
                                                                             example of how the multiplier effect works, as
                    The aims of the Simple Pleasures campaign were:
                                                                             shopkeepers were encouraged to recirculate the
                    1. To differentiate ourselves from other coastal towns
                                                                             prize money received as many times as possible
                    2. To retain our family-friendly reputation
                                                                             before the final cash-in date. A total of 440, $5
                    3. To reflect community values
                                                                             notes were printed with the participating
                    4. To filter the market, attracting people who love
                                                                             businesses on the back. Businesses circled their
                       Bruns for all the reasons we do.
                                                                             business when a note was received before
                                                                             on-spending to help track the path of the notes at
                                                                             the end of the campaign.


                    Brunswick conducted a Buy Local shopper
                    giveaway campaign in 2008. Shoppers entered
                    the competition using receipts for purchases
                    of $30 or more (two receipts could be stapled
                    together). Contact details were simply written on
                    the back of the receipts and dropped in the box
                    at one of the 40 participating stores. ‘Bruns dollars’
                    ($5 notes) were designed and printed specifically
                    for the campaign.
                    integrated shop local strategies - Brunswick Heads

                    The campaign also included free insurance and            Town Map on the Visitor Centre wall. The map is
                    financial advice over a cup of coffee for locals and     1.2 metres wide by 1.3 metres high with a total
                    businesses, provided in a different cafe one day         of 25 advertisements at $200 each for the year.
                    per week over the four weeks of the campaign.            There are ten advertisements for accommodation
                    Local businesses Eagle Insurance and the CBA             above the map and 15 for activities below. Each
                    Bank provided the advice services                        advertisement is 24cm x 10cm. This creates
                                                                             a $2,500 surplus to assist with operational costs of
                    The Visitor Centre (VC) is operated by the BH            the centre
30                  Chamber. Initially positioned in a small office
                    and poor location, it is now in a prime location         Tear-off pads of maps (100 pads with 100 sheets).
     case studies

                    at the bus stop and is staffed by one part time          The map shows all the town amenities, attractions
                    paid worker and ten volunteers. The centre was           and businesses which are of interest to visitors.
                    initially funded by a part time Work for the Dole        These black and white tear off maps are
                    program. It is now funded by corporate                   distributed to tourism oriented businesses as a
                    sponsorship by local businesses, merchandise             free giveaway and are very popular. In 2007 a
                    sales, internet services, sub-letting small excess       Dining Out Guide was added to the back of the
                    space and the VC membership program.                     tear-off maps. This project is funded by
                    Local businesses can purchase merchandise,               businesses advertising in the Dining Out Guide
                    with discounts offered to VC members.                    with a choice of line advertisements at $30 each
                                                                             and display advertisements at $80. Three other
                    The BH Chamber develops press promotions for             businesses sponsor the town maps in return for
                    their events and marketing campaigns. They buy           logo placements. Chamber members receive a
                    a cheaper-priced full page from the newspaper or         discount. A surplus of about $400 is made after
                    magazine and on-sell small display spaces within         costs, including $100 for co-ordination
                    the page to local businesses. The small display
                    spaces are more affordable with this method than
                    the newspaper selling the spaces individually. The
                    BH Chamber does not make a profit, but creates
                    opportunities to promote the Chamber, Simple
                    Pleasures branding or their Visitor Centre for free.

                    Other recent cooperative marketing projects by
                    the BH Chamber have mostly been completed on
                    small budgets and demonstrating that small
                    villages can afford to produce quality marketing
                    materials and campaigns. Many materials are
                    produced in DL size for easy use and to fit into racks
                    in Visitor Information Centres. Any surplus funds
                    raised are ploughed back into other projects or
                    support the Visitor Centre.                              “Biking around Brunswick”- this is a small, A7
                                                                             sized pocket guide brochure with ten pull-out
                                                                             panels in full colour. They printed 5,000 and
                      tip                                                    collected $500 in advertisements, $1,000 in
                                                                             sponsorship and $1,000 funding from the RTA to
                      Ensure DL sized materials are printed in portrait,     cover the costs of the route design, graphic
                      not landscape, so they are visible when displayed      design and layout, as well as administration and
                      in VIC racks                                           printing expenses, with a small surplus to
                                                                             support the Visitor Centre. Brunswick held
                                                                              ‘Bike to Bruns’ event during NSW Bike Week to
                    Examples of cooperative marketing
                                                                             launch the “Biking Around Brunswick” brochure
                    projects include;
                                                                             with $2,700 funding assistance from the RTA.
                    Business Card Directory – inexpensive DL sized           Groups of cyclists gathered at starting points in
                    directory, mainly black and white with some              various surrounding towns or villages to arrive in
                    spaces for coloured advertisements. The Chamber          Brunswick in time to catch the finish of the Surf
                    makes around $1,000 surplus, after paying a              Club Family Triathlon and a variety of family
                    coordinator $600 to collect the money.                   oriented bike activities and an expo
     integrated shop local strategies - Brunswick Heads

                                                           The Simple Pleasures Calendar is developed
      tip                                                  using a range of beautiful photographs from the
                                                           annual photographic competition. The calendar
      Find out the size of the sheets used by your local   was funded initially by a small grant but is now
      printer compared with the size of your printing      produced for sale for $8 per calendar. It includes
      project – you may find you can squeeze another       no sponsorship, so its financial viability is
      printing project into the wastage at the bottom of   dependent on sales and sometimes struggles to
      the sheet and have both printed at the same time
                                                           break even. It continues to be produced because
      for minimal extra costs, such as the Biking Around
31    Brunswick brochure in small A7 size
                                                           it doubles as an excellent promotional tool

                                                           “101 things to Do in Brunswick” - 10,000 copies
                                                            were printed of this DL sized three panel colour
     “Northern Rivers Secondhand Trail” brochure
                                                            brochure. In the initial year, graphics and printing
      identified a trail of 57 second hand and
                                                            costs were seed funded by a government grant
      collectables businesses in twelve towns from
                                                            for $1,500. Coordination costs were covered by
      Tweed Heads to Ballina and inland to Lismore.
                                                            another project. No advertising contribution was
      The brochure is distributed in all towns on the
                                                            collected but the next reprint will only include
      trail and cross-promotes Brunswick throughout
                                                            businesses that are Chamber or Visitor Centre
      the region. The total cost of the brochure was
                                                            members, or are linked to the Brunswick Heads
      $10,000 using a $5,000 grant from the
                                                            website. This is a hook to increase income for the
      Department of State and Regional
                                                            Visitor Centre and website. It can also be
      Development. The coordinator was paid
                                                            downloaded from the Chamber’s town website
      $2,500 and she collected $2,400 worth of ads
      which were essential to cover costs. On the
                                                           Brunswick Heads Accommodation Guide - 5,000
      next reprint an increased advertising charge
                                                           new brochures were produced at the end of
      will cover costs as towns and businesses
                                                           2008. This guide details every property available
      report that they have experienced benefits
                                                           for holiday accommodation including hotels,
      from use of the brochure
                                                           motels, serviced apartments, holiday properties
                                                           and holiday parks, with capacities, price and
     Activities Directory 2008 is an A5 sized booklet
                                                           location noted on the Brunswick map. Funding for
     with 1,000 copies printed and distributed from
                                                           the initial brochure was the same as for the “101
     the Visitor Centre. Contributions of $250 each
                                                           Things to do Brochure” and will be self-funded on
     were gained from three local businesses in return
                                                           the next reprint. It can also be downloaded from
     for 1/3rd page space to promote their activities
                                                           the Chamber’s town website
     plus a $500 donation from the Council. This project
     has minimal costs, with coordination by a volunteer
                                                           Television advertising - commercials for events
     Chamber member, no graphic costs as it is produced
                                                           are paid for by cooperative sponsorship. For
     in-house at the VC, and the Work for the Dole
                                                           example, the $1,000 cost for the 15 second
     Team assists with collection of information
                                                           advert for the Kites & Bikes Festival and the Old
                                                           and Gold Festival were paid by Gold and Principal
     The Simple Pleasures Photographic Competition
                                                           sponsors of each event
     is held in August/September each year with cash
     and prizes for various categories. A theme is
                                                           Brunswick Heads Website - the community
     selected each year to keep the competition fresh.
                                                           developed and maintains a comprehensive
     In 2008 it was “Village People”. The 2009 theme
                                                           village website with information for locals and
     is “Brunswick Heads Revisited - where the old
                                                           visitors on www.brunswickheads.org.au.
     enhances the new”. Photos from the category
                                                           An upgrade will include an on-line shop and
     winners are published in the annual Brunswick
                                                           photo gallery.
     Heads Calendar and all photographs entered into
     the competition are available to use in marketing
     materials for the village
     integrated shop local strategies - Brunswick Heads

     Other strategies to retain local shoppers and
     showcase the town to visitors are integrated
     into all activities. Brunswick is well known for its
     long-running Fish ‘n Chips Festival held during the
     Christmas holidays, with fishing and woodchopping
     competitions.

     They also hold events throughout the year that
32   reflect the values of the community, such as the
     Kites and Bikes eco-friendly family fun festival
     and the Old and Gold Festival which “celebrates
     all things old, second-hand and recycled” and
     incorporates a town-wide garage sale of about 60
     households.


       tip
       One of the reasons that the BH Chamber has
       maintained momentum and avoided ‘burnout’ is
       the fact that they build a ‘coordination’ amount
       into the budget for many of their activities,
       so people are paid to implement projects
       wherever possible
                                    part 4 - other
                                    cooperative strategies
                                    Retailing has changed dramatically in recent           15-second time slots, or partner with three other
                                    years, especially in coastal areas where               businesses to buy 30-second time slots, with
                                    demographics keep changing through ‘sea                very little production costs involved.
                                    change’ trends. Many new retailers in coastal
                                    towns are ‘lifestyle buyers and operators’.            However, if seven seconds per business is too
                                    Some towns are experiencing a 3-4 year cycle of        short to get their message out during your
                                    retailers changing over resulting in less loyalty to   corporate campaign, you can team two
33                                  the town. Many are not ‘team players’, so trying       businesses with eleven seconds each including
     other cooperative strategies

                                    to get the retail sector to work together can be       the corporate ‘top and tail’ – a higher cost per
                                    labour intensive with mixed results.                   business but more time in the commercial to
                                                                                           promote the businesses.
                                    Shop local campaigns require good participation
                                    by the retail sector, but there are other              If government funding is sought to establish a
                                    cooperative strategies that can be employed            corporate commercial campaign, the matching
                                    to improve the use of local businesses. A list         funds can be raised for the project through the
                                    of these opportunities could be endless, so the        businesses who wish to participate in the series
                                    following are examples of strategies that have         of business commercials. This type of campaign
                                    been effective in recent years to support              can be coordinated by a single person, with
                                    business and retail sectors and strengthen local       project coordination costs included in the funding.
                                    economies.
                                                                                           It is better to have a condensed campaign over
                                                                                           a shorter time period to saturate the message,
                                    cooperative television marketing                       rather than spreading it too thinly. The following
                                    campaigns                                              example outlines basic steps for a cooperative
                                    A cooperative marketing campaign can be as             television marketing campaign. Prices and
                                    straight forward as collecting money from local        number of traders will vary depending on
                                    businesses to develop a corporate television           individual town circumstances.
                                    commercial to promote the town. The commercial
                                    can be aired for a single campaign or at specific
                                    times throughout the year.

                                    The commercial can feature shots of the town,
                                    CBD or visitor attractions in the area in the ‘top
                                    and tail’ sections of the advertisement, with a
                                    slogan or message to ‘position’ the town.
                                    A new voiceover or different ‘stills’ of information
                                    can be used to vary the commercial for other
                                    purposes or events throughout the year. Refer
                                    to the Kingscliff and Lismore case studies at the
                                    end of this section for a ‘top and tail’ positioning
                                    message.

                                    You can add value to the corporate commercial
                                    and expand the airtime by adding a series of
                                    commercials featuring three local businesses,
                                    who would otherwise not be able to afford to
                                    advertise on television. The 30-second business
                                    commercials use the same jingle and ‘top and
                                    tail’ from the corporate commercial with a
                                    ‘generic’ seven seconds of footage per business.

                                    If the businesses want to advertise themselves
                                    at a later time, they can team their seven seconds
                                    with one other business to buy inexpensive
     Price the production and airtime costs                Send the shoot time schedule and scripts to
     - for example, eight business commercials with        each trader and ask them to organise their own
     three traders in each, to be aired ten times over     ‘talent’ and ‘displays’ if they want to use
     a two week campaign                                   them – they need to be organised

     Sell packages to local businesses - for example,      Produce the sound for the commercial at the
     at $500 for ten airtime spots the cost is only $50    sound studio - ie the voiceover for each business
     per spot, including project coordination, airtime     and the voiceover for the corporate commercial
     and production costs                                  (if one is required); lay down the 30-second
                                                           music bed; develop the top and tail (either a
     Collect trader contributions - for example, $500      voiceover with the music bed and/or
     from each trader and don’t forget to give them a      a jingle developed for the campaign)
34
     receipt
                                                           Shoot all the footage with the production
     Book airtime slots with the television                company - business shots and any other footage
     station(s) - preferably gain sponsorship from         required for the corporate commercial
     one station with sponsored time slots to boost
     the campaign even further. Please refer to part 3     Attend the editing with the production
     Shop Local Campaigns, for tips on working with        company if possible when they lay down the
     your media reps and the quality of your market-       footage shots to match the voiceovers on the
     ing message                                           sound track that you have already recorded

     Book a production company for shooting the            Invite the traders to a launch event and show
     footage and editing in the studio                     the television commercials to the participating
                                                           traders - produce multiple copies of the media
     Book a sound studio to develop the voiceover          campaign schedule and distribute to the traders
     and music bed or jingle. You will have to notify      at the launch so they can watch their own
     APRA (Australian Prudential Regulation                commercials on television
     Authority) for any music used in your commercial
     and pay a small fee for rights to use the music.      Pay all the bills, draw up the balance sheet,
     Generally the sound studio will do this for you       thank sponsors and acquit any funding.
     and add the fee into their invoice. Note the type
     of usage and length of time you have the rights         tip
     to use the music
                                                             If the number of traders participating does not
     Write the television scripts of seven seconds           divide equally, offer extra packages to some
     for each trader – for example:                          businesses who may wish to appear more times
                                                             throughout the campaign
     PEPPERTREE KITCHEN

       VISUAL                                                 AUDIO

       Wide shot panning around the inside of shop and        The Peppertree Kitchen has a fabulous range
       covering Peppertree Kitchen logo or signage            of quality kitchen and homewares…

       Pan across the existing product line-up                …where you’ll discover that special gift,

       Hand reaches in and picks up an interesting item.      or simply spoil yourself!
       Pull back to show a woman delighted with her
       find.



     Gain script approval from each trader and write
     any changes to the script                               tip
                                                             You may have to shoot the entire corporate
     Develop a time schedule to shoot the
                                                             commercial, or you may be able to use existing
     commercials and book the shoot times with each
                                                             stock footage of the town and surrounding area,
     trader to ensure they are ready when you turn
                                                             events, tourism activities etc and just shoot the
     up with the production company                          ‘top and tail’ section.
35
     case study

                  case study - cooperative television campaign
                  Kingscliff is a small, coastal Northern Rivers town situated near the Queensland border, with
                  a population that has doubled in recent years to around 6,000. They conducted a cooperative
                  television campaign when the highway by-pass was nearing completion. They established a
                  Marketing Cooperative of local businesses who pooled resources to fund and develop a logo for
                  the town, the television campaign and a range of supporting marketing materials.

                  The commercial’s ‘top and tail’ was shot with appropriate footage matching the voiceover at
                  the ‘top’ saying: “Discover the delights of Kingscliff” and the ‘tail’ saying: “For fine food and
                  fun in the sun, we’ve got it all at Kingscliff”. The body content of the corporate commercial
                  used stock footage of Kingscliff, tourism activities and beautiful shots of the surrounding region
                  from the local television station. A lively, catchy tune was used with no voiceover (other than
                  the ‘top and tail’) to differentiate the commercial and make it stand out from any surrounding
                  retail advertisements.

                  The business commercials were shot with ‘still’ photography to cut costs, however it is advisable
                  to use film instead of stills if you can afford it, as you produce a better quality product.




                  case study - cooperative television campaign
                  Urunga is a seaside village situated between Nambucca Heads and Coffs Harbour on the NSW
                  North Coast with a population of around 2,000. They developed an integrated marketing
                  campaign that included a corporate television commercial, a series of business commercials
                  and a website and business directory. It was difficult to evaluate and measure the success of
                  the television campaign. However there was a lot of feedback from customers saying that they
                  saw specific businesses in the commercials or were drawn to visit Urunga by the lovely shots
                  of the town in the top and tail. One of the surprising evaluations was the amount of town
                  pride that was generated by the retailers and the local community seeing their small town
                  advertised on television.



                  case study - cooperative television campaign
                  Lismore used two corporate 30-second commercials as part of a Christmas campaign, one
                  based on gifts and the other based on food. The top and tail jingle was: “Lismore is more gifts
                  at Christmas” (or “…food at Christmas”). The 15-second Post Christmas Sale commercial used
                  shots from the “gift” Christmas commercial with a voiceover saying: “With the Christmas turkey
                  now finished, Lismore is ready to talk turkey on prices (dates of sale inserted)… With these
                  prices you’d better be quick because the feathers will really be flying!”
     Kurri Kurri mural project
     Sometimes a simple visitor attraction project       The project has branded Kurri Kurri and the town
     can create an impact on a town with ongoing         is gaining a reputation as a short-stop tourist
     shop local benefits to businesses, for instance,    destination. Evaluation shows that most
     the innovative Kurri Kurri Mural Project.           visitors spend an average of $21 on food and
                                                         other items, attracting money from outside the
     Kurri Kurri is located west of Newcastle with a     district that is spent in local businesses.
     population of around 12,600 in the town and
     45,000 in the surrounding Cessnock Shire.           Crime statistics have revealed that there has
     The mural project commenced in 2003 with            been a reduction in identified ‘hot spots’ for
     five murals showcasing the area’s history with      crime, anti-social behaviour and graffiti in the
36   the aim of stopping some of the thousands of        Kurri Kurri area and this has been attributed to
     cars that pass through each day and attracting      the extensive mural project. The increase in
     tourists visiting the Cessnock wine country.        community pride has spread throughout the
                                                         town impacting the old and the young with
     Now over 50 murals are in existence in Kurri        widespread benefits for the business community
     Kurri and surrounding villages to showcase other    and the residents.
     ‘Towns With Heart’ communities. See the Contacts
     section of this module to view the murals online.

     Local volunteers form a trained and uniformed
     Mural Guide service seven days a week, guiding
     bus or walking tours to each mural and telling
     the story behind the creation of each artwork.
     The service is offered free to tours that include
     lunch or a snack in town as part of their tour,
     with venues providing inexpensive menus for
     group bookings. If groups require a tour guide
     and do not eat locally, then a gold coin donation
     per person is requested to assist in maintaining
     the project. The majority of groups opt to eat
     locally. Mural books are sold for $20, with
     proceeds going towards the ongoing
     maintenance cost of the murals.

     Some of the murals were funded through grants
     and others were developed through shared costs
     with local businesses that use the murals as a
     marketing attraction to their business.

     The murals were developed in phases. Steps in
     developing a set of murals include:
     - Meetings with community groups to confirm
       commitment
     - Apply for grant funding
     - Form teams, establish team leaders
     - Identify and select sites
     - Wall (site) owners to be contacted
     - Legal responsibilities documented
     - Mural content to be researched and developed
     - Mural content to be approved
     - Quotes obtained for rendering, scaffolding,
       artists’ materials, artists’ time
     - Sponsorship to be sought
     - Artists to be selected and briefed
     - Mock-up of murals to be prepared
     - Assemble scaffolding
     - Paint murals
     - Launch murals to media and community.
37
     case study

                  business directories
                  Business directories in hard copy form can vary
                  from Brunswick Head’s simple black and white
                  DL brochure compiled with local business cards
                  through to magazine formats with display
                  advertising and supporting tourism and
                  community information.



                     case study - business directory
                     Bangalow The ‘Book of Bangalow’ business and community directory is a full colour, glossy
                     A4 magazine. The directory has a free listing for all businesses in the 2479 postcode area under
                     category headings. There is also a range of community and tourism information, making the
                     book useful for a variety of purposes and target markets, including locals, new residents, new
                     businesses and tourists.

                     The book is distributed free to every household in the 2479 postcode, to accommodation
                     houses in the hinterland and real estate agents for new and potential residents, with spare
                     copies at the library and the post office. Inexpensive advertising space in black and white or
                     colour is sold to businesses who wish to advertise further than the free listing, to cover
                     production and distribution costs. A coordinator is paid a percentage of the display advertising
                     that is raised and a profit is made by the Bangalow Chamber of Commerce that is used for other
                     community projects.

                     This project also included the development of a website, a postcard and shop local car bumper
                     stickers.
                  websites
                  Many communities have established their own              Domain Name. This is the easiest way for your
                  websites, with information for locals, visitors,         community to be found on the internet through
                  new residents and new businesses. Business               the website address itself. If you are developing
                  directories are listed on the community website,         or enhancing your tourism website, visit
                  with links through to individual business sites          http://www.atdw.com.au/tourism_e_kit.asp
                  where available.                                         and make use of the free e-Kit which provides a
                                                                           range of information on how to maximise online
                  Many travellers plan their trips by researching          marketing opportunities. Ongoing maintenance
                  towns, tourism activities and booking their              needs to be considered in planning a website.
                  accommodation on the internet. Locals also use
38                the website for keeping informed of local events
     case study

                  and using links to the services displayed on the
                  site or business directory. Some websites have
                  interactive facilities for buying and selling local
                  second hand goods, for entering competitions or
                  activities for events, keeping up to date on
                  community information and volunteering for
                  community projects.

                  Websites are a major marketing tool for towns
                  and well worth the time and investment in
                  establishing them. Business directories and
                  websites are usually linked projects as the
                  information researched and gathered for the
                  business directory is used on the website.
                  If you are developing or enhancing a website for
                  your whole community, visit http:
                  //www.aucd.org.au/ . This website contains a
                  number of useful resources for setting up and
                  maintaining your community website.
                  Applications can be lodged through this website
                  by not-for-profit legal entities or special committees
                  of local councils to set up a Community Geographic



                      case study - business directory and websites
                      Adaminaby is a small town situated in the Snowy Mountains, 51km north west of Cooma with
                      a population of 400 in the township and 7,000 in the Snowy Rivers Shire. The Lake Eucumbene
                      Chamber of Commerce produced a website, business directory and brochure to provide tourism
                      information for the Adaminaby, Lake Eucumbene and northern Kosciuszko National Park area.

                      The website was designed around a portal with links through to all the local businesses,
                      accommodation and events. The A4 business directory and information brochure is
                      downloadable from the website. In October 2007, 10,000 brochures were distributed through
                      regional visitor information centres, including Canberra, Cooma and a loop from Wagga Wagga,
                      through to Tumut and Jindabyne. There was such a strong take-up rate that another 10,000
                      brochures were printed and distributed within the first 12 months.

                      A tracking survey is being undertaken for local accommodation providers to identify how
                      customers found out about the area to measure the success of marketing activities, including
                      the website and brochure. To enhance this activity, the Chamber is in the process of updating
                      its strategic plan and is working with relevant business, community and government
                      organisations.
     develop industry networks                              is built and the community morale is boosted.
                                                            The new businesses supply more products and
     Another cooperative strategy to build the
                                                            services and keep the money swirling round the
     local economy is forming network groups.
                                                            local economy ‘bucket’ longer.
     For example, a single tradesman would not be
     able to tender for large-scale developments
                                                            These activities can also encourage small,
     within the shire or in the surrounding region.
                                                            creative industries to add vibrancy to the
     However a group of similar local tradespeople
                                                            community lifestyle and diversify the economy
     may be formed to compete with outside tenders
                                                            base as they attract visitors.
     for specific trade sections of large projects.
     Conversely, a network group could be formed
     with a team consisting of local builders and
39   trades to tender and work as a team for the
     development of a complete project. These
     individual tradespeople work in their own
     businesses, but also have the opportunity
     to tender for larger developments as a group.

     There are many benefits in forming network
     groups within local industries. By establishing
     and facilitating an initial meeting, you can provide
     a forum for the industry group to explore
     opportunities, such as cooperative marketing to
     develop and brand a local product. For example,
     Casino Beef is supplied by many beef farmers
     who adhere to standards and protocols
     established by the group, gaining a higher price
     for their quality beef due to the recognised
     identity of their brand.


     support small and emerging
     businesses
     Establish programs that support home, micro and
     small businesses to develop, such as small
     business training programs and small business
     mentor programs. For example, Maleny in
     Queensland established and trained a panel of
     local business people to act as mentors to new
     small businesses and used government funding
     to implement an annual program. The program
     consisted of a coordinator to oversee the
     activities, a team of three trained mentors for
     each new business and six training workshops
     during the first year of establishment in subjects
     such as business management, financial
     management and marketing.

     Other mentor programs have matched a one-on-
     one mentor to a new business over a 12 month
     period or a panel of local business people to act
     as an advisory board that new businesses can
     approach on a bi-monthly basis for advice and
     assistance.

     Feedback from these mentor programs indicates
     that the mentors gain as much out of the
     program as the mentorees. Networks and
     friendships are established, business confidence
40
                  events, entertainment & activites
     case study


                  Events, entertainment and activities provide the
                  community with opportunities to socialise with
                  family and friends and create a sense of belonging.
                  They can also showcase the town to communities
                  in the surrounding region and attract tourists and
                  visitors.

                  Events, entertainment and activities can include
                  festivals, art shows, live music on weekends,
                  farmers markets, regular sport, kid’s discos or
                  even gym equipment placed along river walks.
                  They are part of an overall strategy that
                  communities can employ to generate income for
                  businesses, enhance their lifestyle, retain youth,
                  increase community pride and provide long term
                  benefits to the local economy.

                  One example is the Lismore Alive Project case
                  study outlined in this module under preliminary
                  retail research. If entertainment and activities are
                  introduced into Lismore’s CBD that draw locals,
                  visitors and customers, then the city will become
                  more vibrant on the weekends, poor perceptions
                  will be altered as Lismore’s profile is lifted,
                  the community will be happier and shops will
                  remain open.


                     case study - events, entertainment and activities
                     Nambour is situated in the hinterland behind Queensland’s Sunshine Coast, 15km west of
                     Maroochydore, with a population of 9,800 in the town and 209,500 in the Sunshine Coast
                     Shire. In 2008 they conducted a business retention and expansion program (BRE) to identify
                     business and retail issues affecting Nambour. Over twenty issues were identified in the BRE
                     process and ‘develop events, entertainment and activities’ was prioritised as the second
                     highest issue after ‘develop the mill site’.

                     Actions suggested under this issue included establishing a paid coordinator to develop
                     regular weekend entertainment, establishing a sports and activities shed with regular
                     activities, regular farmers markets, night craft markets and support and training to upgrade
                     local festivals and events.
                  part 5 - conclusion
                  The cooperative strategies described in this        Ensuring the vitality and sustainability of local
                  module can attract additional money to flow into    businesses, services, shopping experience and
                  the local economy and swirl it around the bucket    community lifestyle is a cooperative team effort
                  longer to help retain or create more jobs,          that requires input from all the stakeholders.
                  businesses, services and diversity for the          Communication is the key, so build relationships
                  community. However, this takes time, money          within your community, plug the leaks and swirl
                  and effort. It requires leadership, passion and     the money around to gain the greatest benefit
                  commitment.                                         possible for your community.

41                Many towns are fortunate to have a chamber
     conclusion

                  of commerce, progress association, supportive
                  council or some type of development
                  organisation to provide the leadership to plan
                  and execute cooperative strategies. If you don’t
                  have a development body, then a community
                  organisation, such as a Lions Club can start a
                  single project that can make a difference. Start
                  small on projects that are achievable and build
                  your skills and projects as you go.

                  No matter who provides the leadership, or how
                  big the town, it is generally only a handful of
                  passionate people who are committed to the
                  development of their community that end up
                  doing the work. There are rewards for this
                  commitment such as gaining skills and pride and
                  building local networks.

                  You may want to seek government seed
                  funding for some of your projects. Attracting
                  funding to your town is another source of
                  revenue to pour into your economy’s bucket.
                  When seeking funding it is necessary to
                  demonstrate that you are organised and prove
                  to the funding body that their money will be
                  well spent in your community. In current times,
                  a large number of funding bodies won’t fund
                  community projects until you have established a
                  community strategic or action plan.

                  Industry & Investment NSW part funds
                  community strategic planning workshops and
                  the development of community plans.
                  Contact the Community
                  Economic Development Manager in your region
                  to find out more information. If you already have
                  a community plan, it is advisable to review and
                  update it every two to three years. This
                  re-invigorates the community program and
                  allows your town to identify and celebrate
                  achievements, review the old plan, identify new
                  projects and attract new businesses and
                  community members with fresh ideas to
                  participate in the program.
42
                 part 6 resources and websites
     resources


                    COMMUNITY                WEBSITE
                             Adaminaby       www.visitadaminaby.com.au

                              Bangalow       www.bangalow.biz

                                 Benalla     www.benallaonline.com.au

                              Bowraville     www.bowraville.org.au

                       Brunswick Heads       www.brunswickheads.org.au
                  Clarence Valley Council    www.clarence.nsw.gov.au www.clarence.nsw.gov.au/cmst/cvc009/lp.asp?cat=229

                        Retail Indicators

                                  Forbes     www.forbes.nsw.gov.au

                              Gloucester     www.gloucester.nsw.gov.au

                               Hamilton      www.sthgrampians.vic.gov.au

                                 Innisfail   www.reallocalinnisfail.com.au

                               Kingscliff    www.tweed.nsw.gov.au

                       Kurri Kurri Murals    www.kurrikurri.com/kurri-kurri-murals.php

                                 Lismore     www.lismore.nsw.gov.au

                   Lachlan Shire Council     www.lachlan.nsw.gov.au

                                Merriwa      www.upperhunter.local-e.nsw.gov.au

                               Nambour       www.maroochy.qld.gov.au/sitePage.cfm?code=projects_gm8
                              Nambucca       www.nambucca.nsw.gov.au

                     Temora Bush Bucks       www.temora.nsw.gov.au/council/6553/6554.html

                                 Urunga      www.urunga.com.au

                                 Warren      www.warren.nsw.gov.au
43
                                  RESOURCES              WEBSITE
     resources


                  Office of Liquor, Gaming and Racing    www.olgr.nsw.gov.au - fact sheets, application forms, guidelines and to determine
                                                         whether you require an ‘Authority to Fundraise’

                    Obtaining community geographic       http://www.aucd.org.au/
                  domain names, resources for setting
                 up/maintaining community websites

                   Free tourism website development      www.atdw.com.au/tourism_e_module.asp

                                     Trend watching      www.trendwatching.com/

                                        Retail trends    www.extendedretail.com/pastissue/ rticle.asp?art=26587&issue=161

                            Emerging trends in retail    www.retailtimes.com.au/index.php/articles/ Emerging_trends_in_retail_advertising
                             advertising in Australia

                                  Plugging the leaks     www.pluggingtheleaks.org/

                               On-line retail therapy    www.smartcompany.com.au/Premium-Articles/Industry- Trends/Online-retail-therapy.html

                               Cluster development:      www.linkedin.com/in/clusterdevelopment
                                Iffor Ffowcs-Williams

                 Australian Centre for Retail Studies:   www.buseco.monash.edu.au/centres/acrs/
                                  Monash University

                         Industry & Investment NSW       www.business.nsw.gov.au
                                                         www.regionalcommunities.nsw.gov.au
                                                         www.industry.nsw.gov.au

                                My Small Business :      www.smallbusiness.smh.com.au/
                             Sydney Morning Herald
                                  RESOURCES               WEBSITE
                     Marketing – more than an ad in       www.retailtimes.com.au/index.php/page/ marketing_
                                the local rag (story)     %E2%80%93more_than_an_ad_in_the_local_rag

                        Current study of reasons for      Gavin.Lees@vu.edu.au
                 outshopping – email for information

                                   About.Com: Retail      www.retail.about.com

44                    Institute for Local Self-Reliance   www.ilsr.org
     resources

                                         Retail Section   www.hometownadvantage.org

                                            Stay Local    www.staylocal.org/info/why

                          Business Alliance for Local     www.livingeconomies.org
                           Living Economies (BALLE)

                              American Independent        www.amiba.net
                                   Business Alliance

                     Business Improvement Districts       www.businessofgovernment.org/pdfs/Mitchell.pdf
                     and Innovative Service Delivery

                              San Francisco Locally       www.sfloma.org
                          Owned Merchants Alliance

                                  San Francisco Made      www.sfmade.org

                      San Francisco Shop Local Week       www.sfgov.org/sbc

                 Why Maine’s Homegrown Economy            www.newrules.org/retail/mainelocaleconomy.pdf
            Matters and 50 Proven Ways to Revive It

                 Centre for Community and Economic        www.uwex.edu/ces/cced/index.cfm
                             Development, Wisconsin

                               Santa Cruz Think Local     www.thinklocalsantacruz.org/about.php

                    Thinking Small for a Revitalized      www.leoncountyfl.gov/BCC/rackleff/essay.asp
                  Downtown Tallahassee – Elements
                    of a Cultural Attraction Strategy

                    A Manual for Small Downtowns,         www.retailmarkets.aers.psu.edu/images/manual.pdf
                           Pennsylvania University

                   Organising Successful Downtown         http://cted.wa.gov/_cted/documents/ID_160_Publications.pdf
             Revitalisation Programs Using the Main
                       Street Approach, Olympia WA

            Smart Growth at the Frontier: Strategies      http://www.nemw.org/RuralSmartGrowth.pdf
               and resources for rural communities

                     An Annotated Webliography of         http://www2.hawaii.edu/~kleban/Revitalization.htm/
                 Downtown Revitalisation Resources,
                                  Hawaii University

				
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