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

Village Heart Marketing Fund Background and Overview 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 Prospect Road Discover More 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 2019/2020 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 Committee Chair 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 •

Destination Marketing Campaign Prospect Road Discover More - Ladies in Black Premiere Event

Destination Marketing Campaign Prospect Road Discover More - Christmas on Prospect

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 •