Embed Size (px)
Citation preview
Business Tool Kit
Fremantle story business tool kit
Table of contents
Welcome .................................................................................................................... 1
Fremantle Trader e newsletter for business ............................................................... 1
Fremantle Strategic Marketing Plan 2014-2017 ......................................................... 1
Creative branding strategy Fremantle. Be part of the story ........................................ 2
fremantlestory.com.au ................................................................................................ 3
Five categories for content ......................................................................................... 4
Fremantle story e newsletter ...................................................................................... 5
Social media strategy ................................................................................................. 6
Events and festivals ................................................................................................... 7
Assist and leverage Fremantle. Be part of the story ................................................... 8
Marketing campaigns ................................................................................................. 9
Examples of marketing campaigns............................................................................. 9
Fremantle Visitor Centre (FVC) ................................................................................ 12
Cruise ships ............................................................................................................. 13
Visitor servicing for cruise ships ............................................................................... 14
How your business can benefit from cruise ships .................................................... 15
Other opportunities to promote your business .......................................................... 16
Key City of Fremantle contacts ................................................................................ 17
Fremantle story business tool kit
1
Welcome
This tool kit has been developed by the City of Fremantle Place Marketing team and explains how you can leverage the City’s place marketing and advertising program to promote your business.
If you have any ideas for creative marketing campaigns or projects we'd love to hear them. Ring our Place Marketing Coordinator on 9432 9947.
Fremantle Trader e newsletter for business
Published monthly by City’s Economic Development and Marketing unit, the newsletter keeps you up to date with latest business news, upcoming events and festivals, road closures, new businesses, marketing, tourism and business opportunities.
Subscribe through the City of Fremantle's corporate website fremantle.wa.gov.au/trader.
Fremantle Strategic Marketing Plan 2014-2017
The Fremantle Strategic Marketing Plan was launched in January 2014 with the aim to support the re-positioning of the Fremantle product offering as it relates to population-driven activities including shop retail, hospitality and licensed venues, personal services (e.g. hairdressers, beauticians) and festivals and events.
The goals of the Fremantle Strategic Marketing Plan 2014–2017 are to:
build awareness of the Fremantle offering
improve perception of that offering
convert consumers to come to Fremantle for an experience.
Fremantle story business tool kit
2
Creative branding strategy Fremantle. Be part of the story
The creative branding strategy Fremantle. Be part of the story was launched in January 2014. You can leverage the brand and promotional campaigns by using Fremantle. Be part of the story branding in your window signage, on your website or any marketing collateral that works for your business. You will find a copy of the Fremantle. Be part of the story brand guidelines in this toolkit.
The guidelines provide information about how to use the brand correctly. By registering on the fremantlestory.com.au website you can access the logo (URL version) in jpeg format. If you require an alternate format you can email [email protected] with details of your project and our place marketing team will send the right logo and format to you. We just ask that you send us a copy of the final artwork before you sign it off.
Fremantle story business tool kit
3
fremantlestory.com.au
The project anchor for the Fremantle Strategic Marketing Plan 2014-2017 is the consumer website www.fremantlestory.com.au. The primary objective for the website is to convey the experience that we want key audiences to have of the city so as to influence their perceptions of and ultimately their behaviour towards the city (e.g. visit, spend, and recommend).
The fremantlestory.com.au website is fully responsive and automatically adjusts for access by tablets and smart phones allowing users to look up specific events and business listings while they are in Fremantle. The website is managed by the City's place marketing team.
Fremantle story website
Fremantle story business tool kit
4
Five categories for content
The website features five categories that promote the Fremantle experience with a focus on leisure activities for consumers. You can create your own business listing on fremantlestory.com.au provided it fits within one of these five categories. Short instructions for registering with Fremantle story:
1. Go to www.fremantlestory.com.au
2. Follow the online instructions to register your business
3. Check your email for an account verification message
4. Log in to start listing your business/event info
.Check your listing regularly, updating copy, using fresh images and adding special events such as opening offers or value added deals that will appear with your main listing. Detailed instructions to register on fremantlestory.com.au are contained in this toolkit.
Editorial style notes To ensure visitors to fremantlestory.com.au have a consistent experience with content that is easy to read we have created some basic editorial style notes for content. Our place marketing team will look at your listing with these guidelines in mind.
abbreviations–avoid using full stops to indicate shortened forms of words. Our preferred style is St, Rd, am, pm.
branding–Fremantle. Be part of the story is written like this:
in full: Fremantle. Be part of the story
in short: Fremantle story
website fremantlestory.com.au
capitals–use sentence case in all content except proper nouns or names of places or events.
All listings submitted to fremantlestory.com.au are moderated by the City of Fremantle Place Marketing team and require approval prior to being published. Please allow up to 48 hours (not including weekends).
Fremantle story business tool kit
5
Fremantle story e newsletter
The Fremantle story e newsletter goes out to a database of approximately 14,000 consumers (as at October 2014) on the first Friday of each month with special additions sent out for major campaigns and festivals. The e newsletter highlights new businesses, events and festivals, competitions and specials and seasonal campaign themes. All content for the e newsletter is drawn from fremantlestory.com.au website. You can subscribe to the newsletter at http://fremantlestory.com.au/pages/newsletter-signup.html
Fremantle story e newsletter
Fremantle story business tool kit
6
Social media strategy
The place marketing team manage social media channels for Fremantle. Be part of the story and visit Fremantle (Fremantle Visitor Centre). If your business is active on Facebook, Twitter or Instagram we'd love to see you on these pages. Fremantle story Our objective for the Fremantle story social media channels is to generate brand awareness, increase engagement and to be a thought leader for the destination.
facebook.com/fremantlestory
like and follow our page
share posts or comment on our posts
tag Fremantle story or include #fremantlestory in your posts
twitter.com/fremantlestory follow Fremantle story retweet & favourite our
tweets include #fremantlestory in
your tweets or @fremantlestory
instagram.com/fremantlestory follow our account regram our photos like and or comment on our
images @fremantlestory or include
#fremantlestory Visit Fremantle (Fremantle Visitor Centre) Our objective for the visit Fremantle social media page is to generate awareness of Fremantle as a destination, increase engagement and inspire visitors to include Fremantle in their itinerary.
facebook.com/visitfremantle like and follow our page share posts or comment on
our posts tag visit Fremantle or
include #visitFremantle in your posts
Fremantle story business tool kit
7
Events and festivals
Leveraging the many events and festivals held in Fremantle is an integral component to the City’s place marketing strategy. City of Fremantle annual festival and event program The City of Fremantle coordinates and presents an annual festival and event program that brings an estimated 180,000+ visitors to the city each year. The City’s festival program includes: January
Australia Day celebrations and Indian Ocean Fireworks
School holiday program April
Fremantle Street Arts Festival
School holiday program
ANZAC Day Commemorative Services (Dawn Service, Parade)
May/June
Fremantle Heritage Festival July
School holiday program
Hidden Treasures Winter Music Festival
September
School holiday program October/November
Fremantle Festival December
Turning on the Christmas Lights
School holiday program
Events and festival organisers We work with external event organisers, particularly those events that are sponsored by the City of Fremantle, to leverage festivals and events in Fremantle through the use of logo placement, complimentary tickets, and marketing collateral to further promote Fremantle. Be part of the story. These sponsorships arrangements are negotiated with the intention of building awareness of the fremantlestory.com.au website and the businesses and activities listed. For a full list of dates for events and festivals in Fremantle go to fremantlestory.com.au
Fremantle Street Arts Festival
Fremantle story business tool kit
8
Assist and leverage Fremantle. Be part of the story
Promoting Fremantle. Be part of the story to your customers, networks and other Fremantle businesses builds a positive experience for consumers visiting Fremantle. It also supports a sense of vibrancy and community that is unique to a town centre. You can amplify our place marketing activities by:
checking our website regularly for news of what’s happening in Fremantle and sharing stories with your customers
subscribing to Fremantle story e newsletter and sharing it with your networks
encouraging your customers to go to fremantlestory.com.au to like, comment and share your listing on social media
linking to and talking about fremantlestory.com.au (or our social media pages) on your own social media pages
consider contributing prizes to competitions offered through our social media channels and newsletter.
Fremantle story business tool kit
9
Marketing campaigns
The place marketing team coordinates an annual program of marketing campaigns with the aim of:
increasing awareness of fremantlestory.com.au as the best website to find out about arts & culture, eat & drink, see & do, events & festivals and shopping in Fremantle
increasing subscriptions to our e newsletter
increasing awareness of Fremantle. Be part of the story brand.
Information about opportunities to participate in our campaigns is published in the monthly Fremantle Trader e newsletter. We’ve included a few examples of recent Fremantle story campaigns…
Examples of marketing campaigns
Fremantle train station platform billboard (October 2014)
Fremantle. Be part of the story entrance signage (old traffic bridge) (2014)
Free Wheeling Fremantle bike paniers (2014)
Fremantle. Be part of the story footpath stencils (2014)
Fremantle story business tool kit
10
P flags used for festivals and events (2014)
Fremantle. Be part of the story banners (x 19) (2014)
Urban Walkabout (www.urbanwalkabout.com/perth) banner advert (2014)
Crowd control panels used for event road closures (2014)
Fremantle story business tool kit
11
Fremantle Herald Solus Strip (front page) Sept 2014)
Fremantle Gazette full page advert (April 2014)
Fremantle Gazette Wrap full page advert (October 2014)
Fremantle’s little book of BIG savings (spring & summer edition) cover (2014)
Fremantle’s little book of BIG savings (spring & summer edition) eat & drink section (2014)
Fremantle story business tool kit
12
Fremantle Visitor Centre (FVC)
The City owned FVC in Kings Square is an award winning accredited tourism business staffed by 3 full time and 2 part time sales and administration staff and 42 volunteer Fremantle Tourist Guides. The centre’s professional sales consultants sell in excess of $1 million in Western Australian tours, accommodation and merchandise annually. The team provide an excellent service to over 120,000 visitors who come into the centre each year and to the thousands of potential visitors who ring, email and write requesting information and bookings. Advertising prospectus The FVC publishes an annual advertising prospectus with details of paid advertising opportunities available including window display signage, digital TV signage, website advertising and brochure racking. A copy of the prospectus is included in this tool kit. You can contact the visitor centre directly on 08 9431 7878 or email [email protected]
Fremantle Visitor Centre
Fremantle story business tool kit
13
Cruise ships
In 2013/14, 31 cruise ships visited Fremantle with the industry generating approximately $106.4m of expenditure within the Perth region.
In 2014/15, 44 cruise ships are expected to visit Fremantle. Around ten of these ships will be transit ships, where passengers spend all or part of the day exploring the Experience Perth region. Approximately one third of these transit passengers are likely to have pre booked a shore excursion or tour and approximately two thirds have not (these numbers vary from ship to ship).
Passengers on turnaround ships are those that are embarking or disembarking from their voyage in Fremantle.
These passengers may arrive in Fremantle a day or so earlier prior to boarding their cruise voyage or may stay longer after their voyage has ended. Passengers on transit and turnaround ships each present different opportunities for Fremantle business.
Princess Cruises have also announced that it will base one of its liners in Fremantle for the 2015-16 season and P&O ship, the Pacific Eden, will call Fremantle home in 2016 bringing an estimated $15 million boost to our economy.
To help you make the most of these opportunities we have included the Western Australian Cruise Shipping Handy Reference guide 2013-2014 published by Tourism Western Australia.
The guide includes information sources, cruise industry contacts, a list of cruise lines and a glossary of cruise shipping terms.
Sun Princess in Fremantle Harbour
Fremantle story business tool kit
14
Visitor servicing for cruise ships
The City of Fremantle and Fremantle Ports have entered into a Memorandum of Understanding (MOU) to deliver the highest possible standard of servicing of passengers of international cruise ships visiting Fremantle. Two to three days prior to a cruise ship arriving in Fremantle, the Fremantle Visitor Centre Coordinator attends a pre operative meeting with Fremantle Ports, the ship’s agent and other stakeholders.
Information about estimated arrival and departure times, passenger numbers and the number of passengers on pre booked tours (outside of Fremantle) is provided at this meeting and following the meeting disseminated to businesses through the Fremantle Trader e newsletter.
The City of Fremantle’s commitments through the MOU are:
brochure distribution in the cruise ship passenger terminal
provision of volunteers and a coordinator to staff the tourism information desk inside the terminal and assist passengers with their enquiries
free shuttle bus service provided for passengers of
transit ships, transporting them between the terminal and Fremantle Visitor Centre in the Fremantle CBD
installation of directional signage at the terminal to direct passengers to the shuttle bus and the distribution of a map to those passengers choosing to walk to the Fremantle Visitor Centre
extension of the Fremantle Visitor Centre hours to ensure the information requirements of passengers are met as soon as they arrive in the CBD (before 9.00 am with some ships).
Visitor servicing for cruise ships
Fremantle story business tool kit
15
How your business can benefit from cruise ships
subscribe to the Fremantle
Trader so you are informed about cruise ship arrivals
share this information with your staff so they look for and welcome cruise ship passengers
consider racking your brochures at the Fremantle Passenger Terminal and Visitor Centre
consider opening earlier or staying open later when there is a cruise ship in port
familiarise yourself with the Western Australian Cruise Shipping Handy Reference guide 2013-2014
contact the ship’s ground handlers to discuss how you might include your product on a ships itinerary
network with other Fremantle businesses to put together a special itinerary or product for cruise ship passengers
use social media to engage with cruise ships, passengers and crew.
Fremantle story business tool kit
16
Other opportunities to promote your business
Australian Tourism Data Warehouse (ATDW) ATDW provides you with an avenue to increase your digital distribution and online exposure. By listing a product once in the ATDW database, businesses benefit from being listed on their State or Territory Tourism Organisation's (STO) consumer website and through ATDW's extensive distribution network. The distribution network is made up of growing number of digital channels who publish ATDW's content database. Channels include
visitfremantle.com.au
www.westernaustralia.com
www.australia.com
TripHitter
Regional Tourism Organisations
niche marketers
smartphone and tablet applications.
A full list of ATDW's current distributors and details on the content they publish can be found at http://distribution.atdw.com.au/distributors/ Contact information W atdw.com.au E [email protected] T 1300 369 125
Tourism Western Australia (TWA) By registering your business with ATDW your details will also be published on the westernaustralia.com website. Content from the website is often shared across other Tourism Western Australia marketing channels and campaigns including their social media pages. For information about promoting your business through TWA refer to their ‘Resource for event organiser’ document in this toolkit. Contact information W tourism.wa.gov.au E [email protected] T 08 9262 1700
Experience Perth (Regional Tourism Organisation or RTO) Experience Perth, is the peak body for the marketing of Perth and surrounding areas including Fremantle and they represent hundreds of business members across the region. They undertake a seasonal and annual program of strategic marketing activities designed to attract visitors to the Experience Perth region and to increase the region's international and domestic profile. Contact information W experienceperth.com E [email protected] T (08) 9381 4900
Fremantle story business tool kit
17
Key City of Fremantle contacts
Wendy O'Shaughnessy Place Marketing Coordinator Economic development and marketing T 08 9432 9947 | M 0408 671 778 E [email protected] Donna Burgess Place Marketing Officer Economic development and marketing T 08 9432 9528 | M 0418 382 899 E [email protected] Linda-Jane Farrell Place Marketing Officer Economic development and marketing T 08 9432 9950 E [email protected] Heather Christy Visitor Services Coordinator, Fremantle Visitor Centre T 08 9431 7878 E [email protected] Luis Puig Economic Development Coordinator T 08 9432 9827 E [email protected] Tom Griffiths Manager Economic Development and Marketing T 08 9432 9770 | M 0406 420 854 E [email protected]
