Quarterly report: Place marketing (Fremantle. Be part of the story) Oct-Dec 2016

fremantlestory.com.au

#fremantlestory

Image: John Mayo

1. Produce Fremantle story magazine

40,000 copies of the summer edition of FS magazine printed and distributed included feature stories on Beach life, Dwerda Weeardinup (Cantonment Hill), shopping feature | hats, thongs and togs, 9 to try, and precinct features around the Knutsford Street warehouse district and North Fremantle.

The distribution strategy for the summer edition included:

• 15 000 copies via direct mail to suburbs of Highgate, East Perth, North Perth, Leederville, Mosman Park and Mount Lawley

• 8 000 delivered by Poster Girls to cafe’s, bars, cinemas, libraries outside Fremantle

• 1,000 copies to international airport • 1 700 to metro and regional visitor centres.

2. Promote Fremantle story using non digital media

School holiday program The school holiday program continues to be an effective tool to promote Fremantle as a destination during school holidays. The 2017 summer program included 44 school holiday and Christmas listings, discount coupons for local businesses plus activities with kids in Fremantle.

2 000 official school holiday programs were printed and distributed over December and January through the City’s customer service area, Fremantle City Library, Fremantle Visitor Centre, The Meeting Place, Fremantle Arts Centre, Fremantle Leisure Centre, Samson Recreation Centre and Hilton Community Centre. As at 9 January there were 12 687 unique page views to school holiday content on fremantlestory.com.au.

Marketing collateralPlace marketing collateral and signage is utilised to promote Fremantle. Be part of the story and website to the large numbers of visitors that come to Fremantle particularly for major events.

In this quarter the following collateral was completed or utilised:

• Pole wraps–audit of locations completed in time for install of 45 summer pole wraps promoting Freo Royale, Travellers and Traders, One Day in Fremantle and FAC New Year’s Day concert.

• Installation of 53 fixed banners along Market Street and flags installed November and December along Market Street and South Terrace through to Wray Avenue.

• New Love Freo letters completed and in use• New ‘welcome to Freo’ entrance signage

installed at old traffic bridge • Fremantle story trike present at Fremantle

Ports Maritime Day, Beer Festival, Falls Downtown and the Liv public open day, Ride to Work Breakfast.

• Fremantle story magazines distributed at Fremantle Festival, Maritime Day, Beer Fest, Falls Downtown, Ovation of the Seas arrival Liv public open day and Fremantle Folk Festival.

Sept 2016

Bateman 1,444 1,444 100.00%Murdoch 865 865 100.00%Winthrop 2,301 2,301 100.00%Myaree 850 850 100.00%Melville (WA) 1,765 1,765 100.00%Willagee 1,861 1,861 100.00%Bicton 2,167 2,167 100.00%Kardinya 3,016 3,016 100.00%Samson 672 672 100.00%

Dec 2016

Leederville Mt Lawley Highgate Mosman ParkEast Perth West Leederville North PerthJolimont

March 2017

Wembley downsFloreatMount ClaremontWest LeedervilleHamilton HillCoogeeSouth Perth

March 2016

City Beach_6015 1,915Claremont (WA)_6010 2,799Cottesloe_6011 2,333Subiaco_6008 3,022Swanbourne_6010 1,055

June 2016

Como (WA) 5,661Applecross (WA) 5,191Booragoon (WA) 2,438Attadale (WA) 3,602

Direct mail by postcode(15,000 magazines per edition)

Autumn 2016 Winter 2016 Spring 2016 Summer 2016/17 Autumn 2016

North Perth

West Leederville

Coogee

TheFREMANTLE STORY magazine

FREETAKE MEHOME

Summer 2016/17

Beach lifeOff grid 9 to tryPull out event calendar

Video Title YouTube views

Facebook (Fremantle story)

Ovation of the Seas arrival (Dec) 824 views 22 922 full views

64 301 total reach

How to make your own terrarium (Dec) 51 views N/A

Free parking Santa (Dec) 4 views 44 full views

3 802 total reach

Freo moments 2016 (Dec) 73 views 2 049 full views

73 157 total reach

Photography & videoThe place marketing team source and or produce high quality video and photographic content to support Fremantle. Be part of the story brand with the intention of generating strong engagement and reach with all target audiences particularly across social media channels. The team produced four new videos during the period October to December and shared the content through Fremantle story social media and loaded to YouTube.

3. Monitor, develop and promote Fremantle story website

Highlights

• 104 060 unique users compared to 77 432 for same period in previous year–an increase of 34.39%.

• total 4 370 unique page views for Explore Fremantle• published Christmas lights trail featuring

top 20 windows from the Christmas window competition run by Fremantle BID resulted in 502 views

• total 2 739 unique page views for Fremantle story blog • Beach life–458 views• Freo’s cappuccino strip seven days a week

–392 views• Hidden gems of Fremantle Festival

–265 views• Christmas in Freo–222 views

• total 289 clicks through to visitfremantle.com.au

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15

20

25

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40

10 Oct 3 Nov 13 Dec25 Nov

Open rate Click rate

Unique users to fremantlestory.com.auMonth 2014/15

(unique users)

2015/16 (unique users)

% increase/decrease

October 36 251 40 422 11.51%

November 22 971 35 204 53.25%

December 22 496 37 036 64.63%

Total 77 432 104 060 34.39%

*Unique users-discrepancy in tally of monthly figures due to repeat visitation.

4. Promote Fremantle story using digital media

Electronic direct mail (EDM)Four editions of Fremantle story e newsletter were distributed from October through December including a special Christmas edition. The table below shows open rates and click through rates for each edition. The drop in the open rate and click through rate for the 25 November edition was due to keywords in the subject line triggering junk mail filters at a higher rate than usual. New bars, restaurants and cafés, Christmas markets, and competitions generated the highest click though rates.

Total subscriber list at January 2017 is 9 323.

Ovation of the Seas

CompetitionsThe place marketing team work with local business and event organisers to run consumer competitions through Fremantle story e newsletter and social media pages.

This strategy promotes businesses, festivals and events in Fremantle and increases the Fremantle story e newsletter subscriber list.

The table below outlines the competitions run in the period October to December 2016.

Competition name Number of entries /subscribers

Fremantle Festival VIP pass “golden ticket” (Sept/Oct)

1x ticket hidden in 1x FS magazine

Fremantle Beerfest (Oct) 146

Fremantle Fashion Collective (Oct)

82

Artist Open House (Oct) Facebook only

25

British Film Festival (Oct) Facebook only

53

Swim + Resort (Nov) Facebook only

29

PJ Harvey @ FAC (Dec) 157

Google Adwords Google Adwords is a cost effective and highly measurable tool to create brand awareness and clicks through to fremantlestory.com.au. For the period October to December this program generated 3 014 6662 impressions resulting in 14 757 clicks to the website at a cost of $7 575.40 (an average of $0.51 cost per click). The table below summarises Google Adwords campaigns for October to December.

Campaign name Clicks Impressions Total cost

School holidays (Oct) 578 310 627 $444.00

Fremantle Festival 1 422 492 559 $837.88

Events–generic 461 346 934 $287.38

Christmas 2 742 936 728 $2 299.87

School holidays (Dec) 1 643 58 211 $899.91

School holidays (Dec) 1600 575 380 $899.63

5. Manage Fremantle story social media channels

Fremantle. Be part of the story social media channels continue to grow with an increase of 8.3% for Facebook, 11.4% on Instagram and 6.8% on Twitter, making a total of 56 141 followers across all channels.

Social media is an essential tool to support the goals of the Fremantle strategic marketing plan; to build awareness of the Fremantle offering, to improve perception of that offering and to convert consumers to come to Fremantle for an experience.

The strategy provides positive results directly to Fremantle businesses. The feedback below is a result of a Fremantle story Facebook post on 27 December highlighting the Igloo Kulfi Ice Cream at new Indian Street Food restaurant Saroor in South Fremantle. The post reached 12 757 people, generated 15 shares and 25 comments.

During October to December social media activity generated 18.39% of incoming traffic to fremantlestory.com.au compared to 14.32% for the previous quarter. There were a total of 2 679 039 impressions, 24 289 post engagements and 23 009 link clicks through Facebook; 195 312 organic impressions and 558 link clicks through Twitter and 12 084 likes and 331 comments on Instagram.6. Maintain memberships and

partnerships

Date Agency Activity

6/10/16 Fremantle BID Meeting to discuss Christmas promotions

7/10/16 Fremantle Tourism Association

Monthly meeting and update from CoF and FVC

12/10/16 Fremantle BID Attended AGM

18/10/16 Bathers Beach Art Precinct

Place marketing presentation

26/10/16 Fremantle BID Meeting to discuss Christmas and summer campaigns

1/11/2016 Bathers Beach Art Precinct

Fremantlestory.com.au training

4/11/16 Fremantle Tourism Association

Monthly meeting and update from CoF and FVC

17/11/16 Fremantle BID Meeting to discuss Christmas and summer campaigns

2/12/16 Fremantle Tourism Association

Monthly meeting and update from CoF and FVC

8/12/16 Fremantle Tourism Association

Attended Christmas network function

15/12/16 Fremantle BID Meeting to discuss Christmas and summer campaigns

15/12/16 Tourism Australia Attended webinar

October to December

Experience Perth Website advertising banner

October Experience Perth Sending lists of events updates

December Tourism Western Australia, Experience Perth

Partnering with and coordinating design and install 30 metres of welcome signage at Fremantle Passenger Terminal

December Fremantle Ports Negotiating with Fremantle Ports to extend the City’s wayfinding signage to outside Fremantle Passenger Terminal and at either end of the footbridge to assist passengers finding their way to the city centre

October Tourism Western Australia

Attended Mandurah Tourism Forum

Visiting journalists & famil program

Date Agency Activity

October Sunday Times Small article published 30/10

October Tourism Western Australia

VJ’s in Fremantle - engaging on Twitter - responding and retweeting

October Tourism Australia Filming request from Japanese travel show Tabi Salada - Tourism Australia - Duglass Hockingnternational Media Consultant, Global Public Relations, Tourism Australia

12 October WA Museums Conference delegate tour

New entry signage at Fremantle Passenger Terminal

7. Provide marketing support to the Fremantle Visitor Centre

In 2016/17 management and operation of the Fremantle Visitor Centre shifted to the City’s community development directorate to become part of the service and information business unit. The place marketing team are working with the visitor centre team to complete a hand over of all marketing activities.

Visit Fremantle website projectUtilising in house website project management experience we have in conjunction with the visitor centre appointed a developer to provide an interim website for the Fremantle Visitor Centre that is mobile responsive with a view to integrating fremantlestory.com.au and visitfremantle.com.au to one destination marketing website in the future .