Zoo embarks on fresh campaign 

GOULBURN Mulwaree Council has engaged Canberra-based firm, Zoo Advertising to develop a media campaign aimed at creating more business opportunities in the region.

Council has strong local and tourism marketing strategies in place and several in-depth research pieces detailing business movements and forecasts.

“However, we felt that outsourcing this campaign would bring fresh ideas to the table,” Mayor Geoff Kettle said.

“In response council has developed a marketing campaign to arrest lost business opportunities that are currently migrating to alternate regional areas and attracting the associated, desirable population growth.”

The winning campaign, ‘Right now in Goulburn’ offers a “conversation” with two distinct markets, a council press release on the campaign stated.

The first target, medium to large businesses in Western Sydney, are being offered space, but space at the right rates, along with easy access to major transportation grids in both road and rail, a skilled workforce and an attractive lifestyle to assist in staff retention to the region.

Canberra’s highly skilled workforce looking to invest in more affordable property is the second target.

Many young families, even with double incomes are finding home ownership a challenge in our national capital city while Goulburn and surrounds offers affordable housing, strong family infrastructure and employment oppor t u n i t i e s close to home.

More importantly, the targets are complementary and each will assist in accelerating the other.

While Council will supply the majority of funding, Goulburn Soldiers Club has already contributed an additional $5000 to extend the campaign, with Goulburn Region Enterprise pledging to contribute $25,000 in marketing dollars.

The advertising campaign consists of half page press advertisements, with complementing on-line banners and direct mail in geographical hotspots from both Canberra and Western Sydney regions.

In addition, a marketing pack is available to all businesses in Goulburn Mulwaree, encouraging them to become involved by using the campaign messaging in their own marketing activities.

“The Goulburn Mulwaree Economic Development Plan produced in 2008 exposed a pretty bleak fact - our region is experiencing a steady decline against a number of key socio-economic measures,” the pack’s ‘introduction’ says.

“The plan was definite about what we need to do about this - we need to attract new residentsand businesses.”

The local business campaign pack is free to businesses and can be obtained by calling the Strategic Marketing Unit at Goulburn Mulwaree Council on 4823 4492.

Websites merged 

Meantime, the igoulburn and Goulburn Australia (www.goulburnaustralia.com.au) websites have been merged into one.

Goulburn Mulwaree Council’s Team Leader of Strategic Marketing Jessica Aliffi said that the Visitor Information Centre had been advised by the advertising agency involved that merging the two sites was the best way forward.

“The agency recommended that we merge the two sites, so as not to confuse people by sending them to two different websites,’ she said.

“The igoulburn site is the tourism side, and the Goulburn Australia website was for new residents and businesses looking to get a foothold in the city. The more logical decision was to merge the two together.”

She also said that all the main content was still available.

“I guess you could say that it is now a ‘one-stop shop’ for all our consumers,” she said.

PARK PROMOTION: The front page of the marketing pack available to local businesses.

PARK PROMOTION: The front page of the marketing pack available to local businesses.


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