Prospect Road Village Heart Marketing Fund Director, Business and - - PowerPoint PPT Presentation

Prospect Road Village Heart Marketing Fund

Director, Business and Innovation, Chris Hannaford

Economic Development Project Support Officer, Emma Grivell

• City of Prospect established a new marketing

fund for the Prospect Heart high street precinct in 2017

• The Village Heart Marketing Fund has now

been implemented for two years

• Marketing funds are allocated by the Village

Heart Marketing Fund Committee

• Committee meets monthly
• City of Prospect staff administer programs

Village Heart Marketing Fund Background and Overview

• Precinct branded as Prospect Road – Discover

More

• Market Prospect Road as a destination
• Target market
• Brand design
• Brand tagline
• 2017/2018 initiatives

Village Heart Marketing Fund Prospect Road Discover More

• City of Prospect consultation
• Village Heart Marketing Fund changes
• New assessments added
• More substantial budget
• Annual Business Plan
• Chair and Vice Chair

Village Heart Marketing Fund 2019/2020

• Role of the Village Heart Marketing Fund Committee
• This event concept
• Business participation
• How business and property owners can participate in Annual Business Plan

brainstorming to guide Council staff implementing

• Aim for businesses to take ownership
• Brief overview and feedback

Village Heart Marketing Fund Committee Chair

• Ladies in Black Premiere Event

Destination Marketing Campaign Prospect Road Discover More

• Christmas on Prospect

Destination Marketing Campaign Prospect Road Discover More

Destination Marketing Prospect Road Discover More

• Photography
• Videography
• Social Media Campaign
• Ongoing marketing collateral

Video Presentation Prospect Road Discover More

Prospect Road Resources What you will receive

• A selection of 3-10 images with Prospect Road logo watermarked
• How to use photos and video handout
• Prospect Road brand guidelines
• Village Heart Marketing Fund fact sheet
• Prospect Road Evaluation Report 2017/2018 and 2018/2019
• Prospect Retail Trends Report 2017/2018 and 2018/2019

Prospect Road Destination Marketing Evaluation

Key Findings:

• Prospect Road Facebook Page accumulated

36,731 video views

• Total number of Facebook post impressions

(number of views) was 246,243 while the reach was 165,572

• Prospect Road Instagram Profile accumulated

1,251 followers

• Prospect Road Instagram Account has a high

amount of organic user generated content

• Both accounts have a similar positively-skewed

female audience

Prospect Road Destination Marketing Evaluation (Cont.)

• There is a small, yet consistent group of

business and property owners engaged with the Village Heart Marketing Fund Committee. Meeting attendee numbers are identical to 2017/2018

• Participation in Village Heart Marketing Fund

related initiatives has increased

• 85 outdoor dining seats and 3 new liquor

licenses were approved in 2017/2018

• All reported initiatives and campaigns were

achieved with $10,000

Prospect Fast WiFi

Prospect Retail Trends Report Useful Resources

Key Findings:

• The absence of Tourrific Prospect has impacted

visitation in 2019

• Aggregated top hours of each week show

trends

• Weekend day visitation is high
• There are no weekday night visitation trends or

increase

Village Heart Marketing Fund Annual Business Plan 2019/2020 – Have your say

Village Heart Marketing Fund

• Conclusion
• Q&A
• Next Steps