DISCLAIMER - Town of Claremont - Home€¦ · The Quarter 2 analytic report reflects the impact of the campaigns. Points to note for this quarter: 35% increase in new users to the

DISCLAIMER

Persons present at this meeting are cautioned against taking any action as a result of any Committee recommendations until such time as those recommendations have been considered by Council and the Minutes of that Council meeting are confirmed.

CLAREMONT TOWN CENTRE ADVISORY COMMITTEE AGENDA 26 FEBRUARY, 2019

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TABLE OF CONTENTS

ITEM SUBJECT PAGE NO 1 DECLARATION OF OPENING/ANNOUNCEMENT OF VISITORS... 1

2 RECORD OF ATTENDANCE/APOLOGIES ...................................... 1

3 DISCLOSURE OF INTERESTS ......................................................... 1

4 CONFIRMATION OF MINUTES OF PREVIOUS MEETINGS ........... 1

5 BUSINESS NOT DEALT WITH FROM A PREVIOUS MEETING ...... 1

6 PRESENTATIONS ............................................................................. 2

6.1 UPDATE ON THE ARTIST SELECTIONS AND BUSINESS PAIRINGS FOR 2019 OFF THE PAGE PROJECT. .......................... 2

6.2 OVERVIEW OF THE CTC PROJECT UPDATE NOVEMBER 2018 TO JANUARY 2019. .......................................................................... 3

7 REPORTS OF THE CEO ................................................................... 4

7.1 CLAREMONT TOWN CENTRE OPERATIONAL PLAN UPDATE NOVEMBER 2018 - JANUARY 2019 ................................................ 4

8 COMMITTEE MEMBERS’ MOTIONS OF WHICH PREVIOUS NOTICE HAS BEEN GIVEN .............................................................. 7

9 FUTURE MEETINGS OF COMMITTEE ............................................. 7

10 DECLARATION OF CLOSURE OF MEETING .................................. 7


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CLAREMONT TOWN CENTRE ADVISORY COMMITTEE

AGENDA

1 DECLARATION OF OPENING/ANNOUNCEMENT OF VISITORS

2 RECORD OF ATTENDANCE/APOLOGIES

3 DISCLOSURE OF INTERESTS

4 CONFIRMATION OF MINUTES OF PREVIOUS MEETINGS

The Minutes of the Claremont Town Centre Advisory Committee, held on 27 November 2018 be confirmed.

5 BUSINESS NOT DEALT WITH FROM A PREVIOUS MEETING

https://www.claremont.wa.gov.au/MediaLibrary/TownOfClaremont/Documents/Minutes-November-27-2018-Claremont-Town-Centre-Advisory-Committee.pdf

https://www.claremont.wa.gov.au/MediaLibrary/TownOfClaremont/Documents/Minutes-November-27-2018-Claremont-Town-Centre-Advisory-Committee.pdf


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6 PRESENTATIONS

6.1 UPDATE ON THE ARTIST SELECTIONS AND BUSINESS PAIRINGS FOR 2019 OFF THE PAGE PROJECT.

Presenter: Ms Katrina Longo Project Officer, Public Art, FORM Date: 26 February 2019

Purpose: ‘The 2019 Claremont Town Centre (‘CTC’) Update on the Artist Selections and Business Pairings for this year’s Off the Page project’, is to inform the CTC Advisory Committee of a series of art installations inspired by books, paper and print through the streets of Claremont 30 April to 12 May 2019.


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6.2 OVERVIEW OF THE CTC PROJECT UPDATE NOVEMBER 2018 TO JANUARY 2019.

Presenter: Ms Annette Brown Project Officer, Claremont Town Centre Date: 26 February 2019

Purpose:

‘The 2019 Claremont Town Centre (‘CTC’) presentation by Ms Annette Brown, Project Officer at Claremont Town Centre, is to provide the CTC Advisory Committee with an overview of the Claremont Town Centre Operational Plan Update November 2018 to January 2019.


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7 REPORTS OF THE CEO

7.1 CLAREMONT TOWN CENTRE OPERATIONAL PLAN UPDATE NOVEMBER 2018 - JANUARY 2019

File No: GOV/00048-02 Responsible Officer: Cathy Bohdan

Director People and Places Attachment: Claremont Town Centre Project Update -

November 2018 – January 2019 Author: Annette Brown

Project officer Proposed Meeting Date: 26 February 2019

Purpose To provide a quarterly update on the activities carried out for the Claremont Town Centre (CTC) Project.

Background The CTC Operational Plan 2018-19 was recommended for Council consideration and adoption by the Advisory Committee in July 2018 and resolved in August 2018.

Discussion From August to October 2018, officers have been implementing the plan according to the Operational Plan and budget adopted by Council.

The plan’s framework structure is designed within a quadrant model that has the objective to: 1. Create Awareness 2. Create Interest 3. Create Comfort 4. Create Partnerships. Executive Summary

The main achievements for the last quarter within the quadrant plan include: Create Awareness

Design and develop the Christmas in Claremont digital campaign.

Promotion of the Terrace Nights, Buon Natale street activation, designed to kick-start the ‘celebrate #christmasinclaremont’ digital campaign.

Maintain daily Facebook and Instagram social media schedule.

Create, produce and deliver the Discover Claremont digital campaign


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Create Interest

Present the Italian themed Christmas street festival and night market, created to activate the town centre and coincide with late night trade on the first Thursday night in December.

Confirmation of 15 business and civic locations for the 2019 Off the Page project.

Artist selections and business parings confirmed for the 2019 Off the Page program with project partner FORM.

Create Comfort

Walt Drabble Lane street mural refresh by Perth artist Peche. Funded by the CTC and project managed by FORM.

Create Partnerships

Art projects with FORM (Off the Page and Walt Drabble Lane street mural project).

Business grant – Zomp, Dilettante and Alpha 60 VIP shopping night. In addition, the Town of Claremont has supported the CTC business community through:

Christmas lighting and decorations

Terrace Nights street furniture and theming. Please refer to Attachment 1: CTC Operational Report November 2018 to January 2019.

Past Resolutions Ordinary Meeting of Council, 5 February 2019:

That Council appoints Mrs Michelle Docherty as a business representative to

Council’s Claremont Town Centre Advisory Committee for the balance of the

position tenure ending local government election day for 2019.

CARRIED

(NO DISSENT)

Claremont Town Centre Advisory Committee Meeting, 27 November 2018:

That the Committee accept the quarterly update on the Claremont Town Centre

Operational Plan 2018-19.

CARRIED

(NO DISSENT)


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Financial and Staff Implications Resource requirements are in accordance with existing budgetary allocation.

Policy and Statutory Implications N/A.

Communication / Consultation A series of communication and consultation activities across various programs have been undertaken during the last quarter. Details of the specific project outcomes are outlined in the project briefing notes included in the attached report.

Strategic Community Plan Our businesses are thriving and integrated into the life of the Claremont community and the town centre is known as the premier visitor destination.

Support new and existing local small business and entrepreneurial activity.

Raise profile of the Claremont Town Centre as a visitor destination.

Urgency N/A.

Voting Requirements Simple majority decision of Committee required.

OFFICER RECOMMENDATION

That: The Committee accept the quarterly update on the Claremont Town Centre Operational Plan 2018-19.


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8 COMMITTEE MEMBERS’ MOTIONS OF WHICH PREVIOUS NOTICE HAS BEEN GIVEN

9 FUTURE MEETINGS OF COMMITTEE

Claremont Town Centre Advisory Committee Meeting - Tuesday 28 May 2019.

10 DECLARATION OF CLOSURE OF MEETING


CLAREMONT TOWN CENTRE ADVISORY COMMITTEE

A T T A C H M E N T S

26 FEBRUARY 2019


7. REPORTS OF THE CEO

7.1 CLAREMONT TOWN CENTRE OPERATIONAL PLAN UPDATE NOVEMBER 2018 – JANUARY 2019

ATTACHMENT 1 – CTC PROJECT UPDATE – NOVEMBER 2018 – JANUARY 2019

Pages 6


Introduction

This report has been prepared to provide the Claremont Town Centre (CTC) Advisory Committee with an update on activities undertaken within the Operational Plan framework, which was approved and recommended to Council for adoption in July 2018.

Officers continue to progress the planned programs and activities within the quadrant modelling of; Create Awareness I Create Interest I Create Comfort ı Strengthen Partnerships and present an update on the outcomes of projects facilitated between November 2018 and January 2019.

Create awareness

In addition to ongoing updates and promotion of specific programs, activations and business profiling on the CTC website, the last quarter has included; Melbourne Cup – Are you Race Ready?, Christmas in Claremont campaign, promotion of the Buon Natale Christmas activation and Discover Claremont campaign.

The Quarter 2 analytic report reflects the impact of the campaigns. Points to note for this quarter:

35% increase in new users to the site from Quarter 1 (of note is a 5.5% increase in referrals from social media from the first quarter)

Significant peaks in traffic around major campaign content, with the highest peak in the three months was Thursday 6 December/Buon Natale

The Melbourne Cup, “Are you Race Ready” was the fifth most view page for Quarter 2

43% increase in view of the “What’s Happening” page from Quarter 1.

Christmas in Claremont campaign report

Launched: 18 November 2018 Finished: 25 December 2018

CLEAREMONT TOWN

CENTRE

Create Awareness

Create

Interest

Create Comfort

Strengthen Partnerships


OVERVIEW

The campaign was designed to drive expenditure into Claremont Town Centre through the promotion of the shopping precinct as Perth’s premier place for festive shopping.

Reinforcement of the retail options available and gift and food/drink ideas were aimed to trigger visitation, increase foot traffic, boost expenditure and encourage return visitation during the January/February ‘retail slump period’, when local residents vacate the Town over the summer holiday period.

Included within the Celebrate Christmas in Claremont campaign was the promotion and execution of Buon Natale, as well as a 12 days to Christmas advent calendar, which featured 61 business promotions.

CONTENT STRATEGY OBJECTIVES:

Increase visibility and brand awareness of CTC

Promote CTC programs and events

Generate visitors and leads

Strengthen partnerships with businesses

CAMPAIGN OBJECTIVES:

Encourage Christmas shopping in Claremont Town Centre

Build awareness of Buon Natale

Build interest in Thursday night shopping

Increase engagement metrics on social media – likes, shares, comments, use of #christmasinclaremont and traffic to the website

TARGET AUDIENCE

Focused on visitors from outside the Town of Claremont

Shoppers

Families

Residents

CHANNELS

Instagram

Facebook

CTC Website

Social media advertising and influencers

Event listings

Print – flyers, posters, planter boxes


Buon Natale event

The Facebook event reached 172,000 people, with 6,600 responding to attend the event.

Most respondents were female, with 25% aged between 35 – 44 years.

78% of respondents were from the Perth area.

The event was busy from 5pm, with anecdotal comments from businesses on the night that many were from outside of Claremont.

Website

1,354 users to the website

0.46% increase in website traffic from the same period leading up to Christmas in 2017

60% increase the average duration in each session from the same period leading up to Christmas in 2017

Christmas in Claremont (advent page) viewed by just over 250 users

Over 200 sessions went on to look at the stores

Facebook

86,071 total impressions (views)

61,610 total reach (to unique accounts)

3,200 users engaged during campaign

38 new page likes

Instagram

21,312 impressions, with a reach of 9,560, and a 1.4% growth in followers

401 profile views, with 8 going to the website

77% of followers are women

Post on day of Buon Natale was the most popular, with 61 likes, 615 impressions and a reach of 507

Post on December 4 about Buon Natale with what is on offer had the most engagement

$923.23 spent on CTC Facebook and Instragram advertising. This investment resulted in 56,791 impressions (views), a reach of 22,438 people, 1,364 engagements and 443 visits to the website.

Influencers helped reach a different audience. There were also spikes in the event impressions when these influencers posted about Buon Natale. It also resulted in the inclusion of the event in Urban List’s weekly ‘things to do in Perth’ email

Top sources for CTC Facebook page views (100’s)


Lessons learned

The Facebook event for a physical activation in the town centre was extremely successful. It had broad reach with a new audience and increased brand awareness of the Town Centre.

The advent calendar was labour intensive for the results achieved. Future considerations will include reducing it to general social, or try a user-generated style ‘All I want for Christmas’ campaign; or do a location based campaign – like find Santa in Claremont and have a cut out or a reindeer – something that moves from store to store.

So Perth performed well and Perth Happenings Live feeds was great brand awareness. In future, it would be beneficial to send through any key messages / highlights for them to mention in live feeds.

Facebook is better to drive traffic to the website, with Instagram content focusing on engagement and user generated content.

During the last quarter officers have:

Maintained a minimum of one post per day across CTC social media platforms (CTC Facebook and Instagram). Instagram has seen a growth rate of 2.62% for the quarter and recorded 45,253 impressions and a reach of 22,793.

Built and delivered digital Spring Racing Carnival, Christmas in Claremont and Discover Claremont campaigns.

Developed and coordinated production of the Discover Claremont video series, which was executed during the reported January/February ‘retail slump period’ and featured 25 businesses, including Committee Members businesses, Zenith Music, Old Theatre Lane, Maude Jackson Lane, Walt Drabble Lane, businesses on Gugeri Street, Leura Avenue, St Quentin Avenue Avion Way and Stirling Road.

Produced and distributed three e-newsletters to a subscriber list of 226.

In addition to the digital program, Discover Claremont banners were designed, fabricated and installed in the new banner poles located down Bay View Terrace.

Create interest This quarter officers have focussed on two main activation programs, Buon Natale, an Italian themed street celebration and night market and the 2019 Off the Page project.

Buon Natale

Commencing the first week of December, the charming Buon Natale Christmas event marked the start of the Terrace Nights summer series and was designed to reinforce Claremont Town Centre’s place as the premier place to shop, dine and be entertained this festive season.

Event scheduling was aligned with late night trade, with a project objective to attract people into the shopping precinct to browse local wares, partake in Italian food and beverage options, start their festive season shopping and plan return shopping visitation.


The themed event created an anchor point for a Christmas marketing campaign that commenced on 22 November 2018 and continued through the lead up to the festive and holiday season.

Fifteen local businesses were involved in the street activation, which was well attended. Crowds remained steady from 5.00pm to 8.30pm, with numbers dispersing by the 9.00pm close.

The strong marketing and promotions campaign was instrumental in branding the event, promoting the participating businesses and attracting visitors to Claremont for the night celebration, with the three food and beverage premises The Claremont, Nolita and Bellissimo enjoying a busy evening.

Off the Page

Contact with the original 11 exhibitors to gauge interest for 2019 event resulted in an overwhelming request to be considered for this year’s program. In addition to those that provided retail space opportunities in 2018, The Claremont, Nolita Italian Café, GPs on Bay View and Top Dek Paints also expressed interest to host an artwork, taking the number of exhibition spaces to 15.

Officers and FORM are working diligently to accommodate an additional four locations within the unchanged budget allocation of 2018. FORM has worked with artists in negotiating rates and artwork proposals that fit within the budget constraints.

Create comfort Activation of laneway between Walt Drabble Lane and Maude Jackson Lane – street mural project with FORM.

Coordination of meetings between the Town of Claremont (ToC), FORM and building owners to discuss preferred artist and project theme.

Selection of artist by the Town of Claremont Public Art Working Group.

Strengthen partnerships Business Liaison

Regular e-newsletters to inform local CTC businesses of up-coming events, campaigns and promotional opportunities (three produced and distributed this quarter).

Detailed consultation, planning and distribution of information relating to the Buon Natale street activation with businesses located on Bay View Terrace and those affected by road closures and event set-up/pull-down.

Business grant opportunities (1) - Christmas activation; opportunity provided to participating local stall holders to apply for an infrastructure grant for market/food stalls. Fourteen businesses applied for the opportunity, which minimises cost outlay to be involved in CTC activities.

Business grant opportunity (2) - Application received by Zomp, Dilettante, Alpha 60 for a joint retail event on Thursday 6 November.


Ongoing challenges While business relationships continue to strengthen through the broad range of projects and opportunities, engagement and action continues to present some challenges.

While all businesses are provided with equal opportunity to take advantage of promotion campaigns, call for content and/or administration action to become involved is met with lethargic responses from many operators. As a result of small engagement numbers, officers are then required to research, source and directly request information before undertaking a complete campaign build.

Examples include the Christmas in Claremont digital campaign that featured 61 businesses and Buon Natale street celebration and night market that presented challenges in getting businesses to follow through on required administration processes.

Combined, the ongoing repetitive contact with businesses and hands on gathering of information across multiple projects does impact on officer time and resourcing.

However, as indicated in the report, business awareness of the CTC project, activities and positive outcomes is gaining momentum and officers continue to work with businesses to assist in taking full advantage of opportunities.

What the February to April quarter will look like Marketing and promotions activity report from the Discover Claremont

campaign, delivered during January and February 2019.

Coordination and facilitation of the Off the Page project (29 April to 13 May 2019). Including design, development, production and execution of traditional and digital marketing and promotions, project delivery, launch and post event reporting.

Design and development of phase two of the Discover Claremont digital campaign (additional still images and re-boot of video series).

Preparation and submission of quarterly report for the Small Business Development Corporation “Small Business Friendly” program.

Continued daily social media posts promoting CTC businesses and their offerings.