Quarterly report: Place marketing (Fremantle. Be part of the story) July–September 2016

fremantlestory.com.au

#fremantlestory

1. Produce Fremantle story magazine

40,000 copies of the spring edition of FS magazine printed and distributed throughout Perth metropolitan area including 15 000 direct mail to letterboxes in Melville, 9 000 to cafés, bars, cinema’s outside Fremantle, 2000 to key visitor centres and 1000 through Perth International Airport.

2. Promote Fremantle story using non digital media

Pole wraps45 spring pole wraps installed at highly visible locations throughout Fremantle promoting upcoming events including Fremantle Festival, Fremantle Folk Festival and Fremantle Fashion Collective.Campaign: frisky in Freo $20 000 radio campaign on Mix 94.5FM and Hit 92.9FM running from 19 September through 16 October.

School holiday program

July• 1 000 printed programs distributed

including 500 at Winter Festival• 1 562 digital copies downloaded• 2 517 unique page views to school holiday

pages 1-5 (not including specific listings)September/October • 500 printed programs distributed through

Fremantle Visitor Centre, Fremantle City Library and Customer Service.

• 3 414 unique page views to school holiday pages 1-5 (not including specific listings)

• 1 185 unique page views to #FreoTreasureHunt (Fremantle BID project)

Marketing collateral • 6 new tear drop flags received• Fremantle story information cargo bike

completed

• Fremantle. Be part of the story marketing collateral presented at:• Hidden Treasures Winter Music Series (July)• Winter Festival (June/July)• Corroboree Asia 2016–WA Showcase Event

(September)

Leveraging festivals and events• liaising with Fremantle Beer Festival and Falls

Downtown to leverage Fremantle. Be part of the story brand.

• sponsorship acknowledgement agreements with St.Jerome’s Laneway, Fremantle Folk Festival, Freo Royale.

• CoF festivals• full page advert in Hidden Treasures Winter

Music• full page advert in Fremantle Festival

program• Fremantle Festival VIP Festival pass

competition.

3. Monitor, develop and promote Fremantle story website

Highlights• 78 787 unique users compared to 67 093 for

same period in previous year– an increase of 17.43%.

• total 5 504 unique page views for Explore Fremantle (**new)

• total 1 957 unique page views for Fremantle story blog (**new)

• total 524 clicks through to visitfremantle.com.au (**new ‘book & stay’ button)

Unique users to fremantlestory.com.au (%)Month 2014/15

(unique users)

2015/16 (unique users)

% increase/decrease

July 32 363 26 279 -19%

August 16 619 26 542 +60%

September 20 982 30 097 +43%

Total 67 093* 78 787* +17%*Unique users-discrepancy in tally of monthly figures due to repeat visitation.

4. Promote Fremantle story using digital media

Electronic Direct Mail (edm)• total subscriber list 8 432• open and click through rates for July–

September are on target and remain higher than industry standards.

Direct mail click and open rate (%)

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5

10

15

20

25

30

35

40

Click through rate

Open rate

6 Jul 10 Aug 2 Sept 22 Sept (Fremantle Festival)

10-Oct

Google Adwords• Generated 11 230 clicks to fremantlestory.com.

au at a cost of $3 107.74 ($0.28 cost per click) for period July to September.

• Drafting Google Adwords strategy to refine account structure and implement seasonal campaigns/activities

0

5

10

15

20

25

30

3 July 3 Aug

Benchmark 15% for incoming traffic

3 Sept

5. Manage Fremantle story social media channels

• We aim to have 15% of incoming traffic to fremantlestory.com.au from social media pages. The table below shows social media referrals July to September.

Facebook• 35 723 followers (up 7.4%)• total of 1 561 957 impressions, 15 678

post engagements and 8 440 link clicks (to Fremantle story)

• Top post–Rainbow

Instagram• 10 099 followers (up 15.9%)• total of 9 200 likes, 247 comments• most engaged hashtag #fremantlestory

6 124• Top posts

Twitter• 5787 followers (up 8.5%)• total 253 440 organic impressions, 688

link clicks• Top tweet: Rainbow

Referrals to Fremantlestory.com.au from social media (%)

6. Maintain memberships and partnerships

7. Manage place marketing plan implementation

City of Fremantle channels• supplying newsbytes content weekly• featured school holiday program

Christmas parking campaign• marketing plan finalised, Santa booked

Ongoing activities• engaging with Tourism Western Australia’s

current destination marketing campaign #JustAnotherDayinWA

Community safety• concept branding delivered

8. Provide marketing support to the Fremantle Visitor Centre

• social media strategy–undertaking review, handover and social media training with visitor centre staff

• Fremantle story and visit Fremantle website integration project–reviewed scope with information technology team. Quotes received.

• marketing plan feedback received from Manager Service & Information

• monthly email to operators, window display signage artwork, digital tv screen artwork, website banners (feature and rotating).

Date Agency Activity

14 July Fremantle BID Meeting with Project Officer

18-21 July Experience Perth Distributed 500 Fremantle story magazines (winter edition) at Singapore & Kuala Lumpur Roadshow

28 July Experience Perth/Tourism Western Australia

Booth at WA Cruise Exchange

28 July Fremantle Chamber of Commerce

Amateur Photographic Competition meeting

15 Aug Tourism Council Tourism Leaders Boardroom Luncheon with guest speaker Paul Papalia CSC, MLA, Shadow Minister for Tourism

19 Aug Department Sport & Recreation

WA Trails Strategic Blueprint workshop

25 Aug Tourism Western Australia

Quarterly meeting with Digital Marketing Manager

30 Aug Study Perth Meeting with CEO and Marketing Manager

3 Sept Experience Perth Full page advert in Experience Perth Holiday Planner to promote what’s on in Fremantle. 120,000 copies distributed throughout the year globally to both consumers and trade from January 2017.

6 Sept Tourism Western Australia

Co-hosted WA Showcase event for Corroboree Asia 2016 at Bathers Beach House

21 Sept Fremantle Chamber of Commerce

Presentation from Louise Scott, Executive Director Strategy, Brand and Marketing Services, Tourism Western Australia

22 Sept Fremantle Tourism Association

Attended networking function at Eagle Wools.