Regional Victoria –
making the most of a good move
Victorian Government regional marketing campaign Profile
Accelerator AND Genr8
MAY 2012
The team
+
>Managed the ShopScience
research project
> Wrote the regional marketing strategy
> Victoria’s leading regional agency
> Developed Regional Growth Fund
communication framework
Client Project
© ACCELERATOR COMMUNICATIONS and GENR8 2012
RDV campaign profile for regional councils – May 2012
2
The task
Develop landmark campaign
to attract population and
skills to regional Victoria
Client Project
© ACCELERATOR COMMUNICATIONS and GENR8 2012
RDV campaign profile for regional councils – May 2012
3
The journey
Research showed the way
>Historical
>Stakeholder
>Consumer
Client Project
© ACCELERATOR COMMUNICATIONS and GENR8 2012
RDV campaign profile for regional councils – May 2012
4
The strategy
A real strategy based on research driven insights:
>Sell to the 11 percent that want to move
>Target to motivation (segmentation)
>Address the hurdles and barriers (housing, employment,
schools, access, networks/friendships)
>Non-uniform product/promise needs to be told by real people
Client Project
© ACCELERATOR COMMUNICATIONS and GENR8 2012
RDV campaign profile for regional councils – May 2012
5
Campaign theme
Client Project
She’s the reason
© ACCELERATOR COMMUNICATIONS and GENR8 2012
RDV campaign profile for regional councils – May 2012
6
“Good Move” – Campaign theme rationale
Good Move…
>Endorsed by relocator research
(Relocated Resident Survey, Asset/UoB 2009)
>Aligned with research-driven campaign strategy
(ShopScience/Accelerator 2011)
>Endorsed by Campaign Positioning Validation research
(ShopScience, March 2012)
Answers the brief as campaign theme:
>A good move by Government to build skills and
population in regional Victoria
>A good move to live, work and invest in regional Victoria
>In the common vernacular
> Strong affirmation for regional stakeholders
>Able to be protected
Client Project
© ACCELERATOR COMMUNICATIONS and GENR8 2012
RDV campaign profile for regional councils – May 2012
7
Research endorsed target audience segmentation
Segment 1
Up for a change – Those with a sense of dissatisfaction
with their city lifestyle
Segment 2
Going home – Those with a familial connection to
regional Victoria
Segment 3
Concerned families – Those looking for a more
family-focused lifestyle
Segment 4
Urbanites – Those who want the best of a regional
lifestyle with all the benefits of an urban environment
Client Project
© ACCELERATOR COMMUNICATIONS and GENR8 2012
RDV campaign profile for regional councils – May 2012
8
“Good move” regional Victoria marketing campaign – creative approach
Campaign creative – case studies with a difference…
>Targeting and case study participants aligned to research findings
>Authenticity/endorsement
> Supports diverse ‘offer’
> Seamless integration with online content
>Relatively low production costs
>Ability to ‘share the spotlight’ among regions
Client Project
© ACCELERATOR COMMUNICATIONS and GENR8 2012
RDV campaign profile for regional councils – May 2012
9
“Good Move” regional Victoria – “Ambassadors”
Case Study 1: Tom and Lucinda Newton
Barwon South West
Tom and Lucinda moved to Port Fairy in 2006. They love being
a part of a small community and feel that country living provides
their children with a fantastic upbringing.
Tom works for a farming feed company, while Lucinda runs an
online jewelry business from home and has opened a workshop
in town.
Target segment: ‘Up for a change’
Client Project
© ACCELERATOR COMMUNICATIONS and GENR8 2012
RDV campaign profile for regional councils – May 2012
10
“Good Move” regional Victoria – “Ambassadors”
Case Study 2: Tim and Kylie Gentle
Loddon Mallee
Tim and Kylie moved from Melbourne back to Bendigo to take
over Tim’s family farm.
In their former life in London and Melbourne, Kylie and Tim
worked in digital media and it seemed natural to begin creating
websites for a bit of extra cash. All too soon the website
opportunities started taking over!
Their quickly growing business now boasts 3 locations and 9 full
time staff.
Target segment: ‘Going home’
Client Project
© ACCELERATOR COMMUNICATIONS and GENR8 2012
RDV campaign profile for regional councils – May 2012
11
“Good Move” regional Victoria – “Ambassadors”
Case Study 3: Guy and Kate Wilkinson
Hume
Just over 4 years ago, Guy took up a management role at Brown
Brothers Winery and the family moved to Beechworth. Kate didn’t
have a job when they moved, but now works at an accounting
firm where she is training to become a financial planner.
Both the children attend the local Montessori school and love it.
The family loves the community feel and the large amount of
professional families in the area.
Target segment: ‘Concerned families’
Client Project
© ACCELERATOR COMMUNICATIONS and GENR8 2012
RDV campaign profile for regional councils – May 2012
12
“Good Move” regional Victoria – “Ambassadors”
Case Study 4: David and Bec Manjra
Gippsland
Bec, a former marketing manager, and David, an IT marketing
consultant, moved to Gippsland three years ago.
They were attracted to Gippsland because of the availability of
cheap land. They were able to buy a 65-acre property outright and
keep a 1/3 of the property for wildlife. They started the milkmag, a
lifestyle magazine covering the Gippsland region 18 months ago.
Three years ago they adopted a daughter of Chinese descent.
Suet is now 4½ years old.
Target segment: ‘Urbanites’
Client Project
© ACCELERATOR COMMUNICATIONS and GENR8 2012
RDV campaign profile for regional councils – May 2012
13
“Good Move” – campaign creative TVC
Port Fairy
Gippsland
Bendigo
Beechworth
Client Project
© ACCELERATOR COMMUNICATIONS and GENR8 2012
RDV campaign profile for regional councils – May 2012
14
“Good Move” – campaign creative press
Poster Example
Extend your stay.
Move to
Beechworth.
Council Website Button Example
Plan your move
to Mildura.
Press/Billboard Example
Find out how to make a move to Beechworth at
indigoshire.vic.gov.au or
Move to
Warrnambool
for good.
Find out how to make a move to Warrnambool at warrnambool.vic.gov.au or
Client Project
© ACCELERATOR COMMUNICATIONS and GENR8 2012
RDV campaign profile for regional councils – May 2012
15
The opportunity
The infrastructure is in place…
As is the willing consumer…
Who’s got the ideas to make this work for them?
Client Project
© ACCELERATOR COMMUNICATIONS and GENR8 2012
RDV campaign profile for regional councils – May 2012
16
You could...
Think about what you want to say and how…
Then extend an invitation.
Have fun. It’ll work better if you do.
Client Project
© ACCELERATOR COMMUNICATIONS and GENR8 2012
RDV campaign profile for regional councils – May 2012
17
Questions?