Regional Victoria making the most of a good move. Victorian Government regional marketing campaign Profile Accelerator AND Genr8

Transcription

1 Regional Victoria making the most of a good move Victorian Government regional marketing campaign Profile Accelerator AND Genr8 MAY 2012

2 The team + > Managed the ShopScience research project > Wrote the regional marketing strategy > Victoria s leading regional agency > Developed Regional Growth Fund communication framework ACCELERATOR COMMUNICATIONS and GENR RDV campaign profile for regional councils May

3 The task Develop landmark campaign to attract population and skills to regional Victoria ACCELERATOR COMMUNICATIONS and GENR RDV campaign profile for regional councils May

4 The journey Research showed the way > Historical > Stakeholder > Consumer ACCELERATOR COMMUNICATIONS and GENR RDV campaign profile for regional councils May

5 The strategy A real strategy based on research driven insights: > Sell to the 11 percent that want to move > Target to motivation (segmentation) > Address the hurdles and barriers (housing, employment, schools, access, networks/friendships) > Non-uniform product/promise needs to be told by real people ACCELERATOR COMMUNICATIONS and GENR RDV campaign profile for regional councils May

6 Campaign theme ACCELERATOR COMMUNICATIONS and GENR RDV campaign profile for regional councils May

7 Good Move Campaign theme rationale Good Move > Endorsed by relocator research (Relocated Resident Survey, Asset/UoB 2009) > Aligned with research-driven campaign strategy (ShopScience/Accelerator 2011) > Endorsed by Campaign Positioning Validation research (ShopScience, March 2012) Answers the brief as campaign theme: > A good move by Government to build skills and population in regional Victoria > A good move to live, work and invest in regional Victoria > In the common vernacular > Strong affirmation for regional stakeholders > Able to be protected ACCELERATOR COMMUNICATIONS and GENR RDV campaign profile for regional councils May

8 Research endorsed target audience segmentation Segment 1 Up for a change Those with a sense of dissatisfaction with their city lifestyle Segment 2 Going home Those with a familial connection to regional Victoria Segment 3 Concerned families Those looking for a more family-focused lifestyle Segment 4 Urbanites Those who want the best of a regional lifestyle with all the benefits of an urban environment ACCELERATOR COMMUNICATIONS and GENR RDV campaign profile for regional councils May

9 Good move regional Victoria marketing campaign creative approach Campaign creative case studies with a difference > Targeting and case study participants aligned to research findings > Authenticity/endorsement > Supports diverse offer > Seamless integration with online content > Relatively low production costs > Ability to share the spotlight among regions ACCELERATOR COMMUNICATIONS and GENR RDV campaign profile for regional councils May

10 Good Move regional Victoria Ambassadors Case Study 1: Tom and Lucinda Newton Barwon South West Tom and Lucinda moved to Port Fairy in They love being a part of a small community and feel that country living provides their children with a fantastic upbringing. Tom works for a farming feed company, while Lucinda runs an online jewelry business from home and has opened a workshop in town. Target segment: Up for a change ACCELERATOR COMMUNICATIONS and GENR RDV campaign profile for regional councils May

11 Good Move regional Victoria Ambassadors Case Study 2: Tim and Kylie Gentle Loddon Mallee Tim and Kylie moved from Melbourne back to Bendigo to take over Tim s family farm. In their former life in London and Melbourne, Kylie and Tim worked in digital media and it seemed natural to begin creating websites for a bit of extra cash. All too soon the website opportunities started taking over! Their quickly growing business now boasts 3 locations and 9 full time staff. Target segment: Going home ACCELERATOR COMMUNICATIONS and GENR RDV campaign profile for regional councils May

12 Good Move regional Victoria Ambassadors Case Study 3: Guy and Kate Wilkinson Hume Just over 4 years ago, Guy took up a management role at Brown Brothers Winery and the family moved to Beechworth. Kate didn t have a job when they moved, but now works at an accounting firm where she is training to become a financial planner. Both the children attend the local Montessori school and love it. The family loves the community feel and the large amount of professional families in the area. Target segment: Concerned families ACCELERATOR COMMUNICATIONS and GENR RDV campaign profile for regional councils May

13 Good Move regional Victoria Ambassadors Case Study 4: David and Bec Manjra Gippsland Bec, a former marketing manager, and David, an IT marketing consultant, moved to Gippsland three years ago. They were attracted to Gippsland because of the availability of cheap land. They were able to buy a 65-acre property outright and keep a 1/3 of the property for wildlife. They started the milkmag, a lifestyle magazine covering the Gippsland region 18 months ago. Three years ago they adopted a daughter of Chinese descent. Suet is now 4½ years old. Target segment: Urbanites ACCELERATOR COMMUNICATIONS and GENR RDV campaign profile for regional councils May

14 Good Move campaign creative TVC Port Fairy Gippsland Bendigo Beechworth ACCELERATOR COMMUNICATIONS and GENR RDV campaign profile for regional councils May

15 Good Move campaign creative press Poster Example Extend your stay. Move to Beechworth. Council Website Button Example Plan your move to Mildura. Press/Billboard Example Find out how to make a move to Beechworth at indigoshire.vic.gov.au or Move to Warrnambool for good. Find out how to make a move to Warrnambool at warrnambool.vic.gov.au or ACCELERATOR COMMUNICATIONS and GENR RDV campaign profile for regional councils May

16 The opportunity The infrastructure is in place As is the willing consumer Who s got the ideas to make this work for them? ACCELERATOR COMMUNICATIONS and GENR RDV campaign profile for regional councils May

17 You could... Think about what you want to say and how Then extend an invitation. Have fun. It ll work better if you do. ACCELERATOR COMMUNICATIONS and GENR RDV campaign profile for regional councils May

18 Questions?