MINUTES

Tuesday 18 February 2014 – 7:30am

Central Geelong Marketing Committee Meeting

CGM Office, 100 Brougham Street Geelong

Section A – Procedural Matters

1.Welcome/Apologies

Attendees:

Paul Whittaker (Chair)Shaun CrosbyMark Edmonds

Tom FonayJan SynotSandy Kelly-Burton
Beth KingMimi SkokoCraig Tapping
Jodie Reyntjes (EO)Jamie Harcourt (Asst EO)
Louise Hammer (minutes)

Apologies:

Cr. Michelle Heagney

2.Declarations of Interests:

Beth King - Board of Open House Geelong – Sponsorship Request

3.Acceptance of previous minutes
  • Full Committee meeting held 17 December 2013.Moved:JS,Seconded:ME,all in favour.

Matters arising from previous minutes

  • JR to include Christmas evaluation information within letter to COGG marketing regarding on-going cooperation for Christmas.
  1. Question time (Public Gallery)
  • Nil

Section B – Reports

  1. Finance Summary
  • JR presented January 2014 finance summary
  • Please direct any questions relating to the finance summary to JR or PW
  1. Evaluations
    Christmas in Central Geelong

JR presented evaluation results to committee following feedback from business operators and participants.

  • A total of 3,173 participants in the Christmas program
  • Estimated economic benefit of Christmas activities in excess of $169,000 – on par with 2012
  • Morning tea participants – 100% came in especially with 88% staying on to do other things spending an average of $72.60
  • Other activities – 77% came in especially with 91% staying in to do other things spending an average of $69.33 per person.
  • 78% (86% in 2012) of participants rated the Christmas in Central Geelong excellent or very good.
  • 100% of participants would like to see the Christmas in Central Geelong program continue.
  • Shop decals well received by business operators.
  • Large scale Christmas artwork and resulting art cards well received.

Recommendations:

  • Increase use of digital technology including weekly e-blasts to database, use of social media including blog and instagram profiles to promote Christmas shopping ideas
  • Introduce minimum offer requirements for businesses who post special offers within advent calendar
  • Develop new series of window decals
  • Continue working with COGG marketing to ensure themed delivery
  • Investigate options for chalk art in future years – including size, location and weather impact
  • Continue with Splendiferous installations. JR advised current location leased and seeking new potential locations. REIV rep Shaun Crosby to investigate options.
    Discussion by Committee:

ME – Christmas cards could have said what the location of the image was

ME – Encourage Myer to activate Malop St windows.

BK – Offer branded water for the Santa morning tea

SKB – Small Christmas trees in Lt Malop Central were fantastic and attracted high numbers of families.

JS – Giant chalk art was great and the large scale made it more impressive and interactive.

Magic Meter Elves

JR presented evaluation results to committee following feedback from business operators and participants.

  • Team of 10 elves in 2013
  • New costumes well received with 88% surveyed rating the quality of the Magic Meter Elves as excellent or very good.
  • Provided 1466 shoppers with free car parking - totalling 21,990 minutes. The amount of car parking distributed reduced in 2013 and this may have been impacted by increased on street hours and less time in off-street car parks.
  • Elves gave away 450kg (15,000 bags) of lollies, 755 pieces of fruit and interacted with 25,000 visitors and traders
  • 78% of shoppers surveyed had seen the elves
  • 81% of businesses surveyed were aware of the elves and 77% saw a MME greeting shoppers and 76% felt it was effective in promoting Central Geelong in the lead up to Christmas.
  • 600 businesses were on the elves routes and the elves covered 1,222 km over the 44 elf hours.

Recommendations:

  • To ensure off street car parks are serviced more regularly
  • Options to include additional messaging/ incentives of products distributed
  • Add CGM logo to elf bags to ensure CGM acknowledgement
  • Consider elf personality for use in social media
  • Look into better shoe covers/ money carrying options/

Discussion by Committee:

ME – Great personalities- they were interacting well with the public and businesses

JS – The presence the elves provide on street is more valuable than just giving the parking money away

ME – Queried if the elves get asked for directions? JR advised yes and there may be options of proving a device to allow access to the CGM app in future.

  1. Requests for support
    Motor City Music Festival

JR presented Request for sponsorship from Motor City Music Festival for consideration by Committee which included request for provision of Shuttle Service and Children’s activity at event.
Discussion by Committee:

PW – Advised he had spoken with event organiser Hugo and feels we should have some sort of support as it’s the first time the event has been held

ME – Does not think that participants would be likely to leave the event to visit CG and then return and the shuttle should not be a service for people intending to drink rather they should use taxi’s.

CT – buses would most likely be empty until the end of the day and then they may not be able to cope with the demand

SKB – If that happened, the buses could be a negative for CGM

BK – CGM supported revival as a new event and we should support this new event through the provision of an activity to promote CG and CGM activities to a potential new audience

JR – Promotional opportunity for the CGM app

ME – Concern CGM could be used as a babysitter in the kid zone and JR advised CGM signage advises children are not to be left unattended.

Recommendation:

  • To not fund the shuttle service but to provide a children’s activity to promote CGM activities. To promote CGM’s involvement in the event on social media and CGM newsletter prior to the event (valued at $2500 in-kind) in return for sponsor benefits of logo placement on signage, event website and audio visual display at event and the provision of marquee at event.

Moved: CT, Second: JS, all in favour

Action:

  • JR to advise Motor City Music Festival organisers of committee decision.

8:32am Beth King exited the room
Open House Geelong 2014

  • Opens public and private buildings of historic and architectural significance
  • 2012 event attracted 3,000 visitors across 12 buildings
  • 2014 event aims to attract 5,000 visitors across 20 buildings
  • Seeking financial support of $4,000; $3,000 cash plus CGM to cover the cost of the provision of the shuttle service (valued at $1000) plus in-kind support of up to $5000.
  • In 2012, CGM provided $2,500 cash, the shuttle service and in-kind support.
  • Benefits to CGM include naming rights on promotional material, use of logo on website and advertising.

Discussion by Committee members

  • MS – this activity provides a different focus of activity within our suite of sponsorship which is often family and children focused.

Recommendations:

  • Provide $4,000 financial support ($3000 cash and CGM to cover the cost of the provision of the shuttle service - $1000) and $5,000 in-kind support in return for sponsor benefits detailed
    Moved: ME, Second: MS, all in favour

Action:

  • JR to advise Open House Geelong of committee decision.

8:42am Beth King returned to the meeting room

  1. Central Geelong App.
  • Waiting for approval for app within Google Play and iStore.
  • QR code is still current and working until approvals received
  • Limited promotion only at this stage until approvals received.
  • 1,200 unique visits
  • Park and ride tracker working with two buses fitted with GPS to provide their whereabouts
  • ‘What’s Open’ feature is up to date
  • Updates will continue as part of development agreement throughout this year.
  • Resources need to be dedicated to ensure a suite of special offers available at all times.
  • Will promote App to attendees at networking event on Wednesday.
  1. Executive Officer Report
  • Still waiting on notification of the Waterfront Traders representative
  • Trader Networking event being held Wednesday 26th February at Village Cinemas at 6.00pm
  • Updated generic TVC is about to commence screenings in cinemas in Werribee and Geelong with regional TV schedule over coming months.

Tastes of CG

  • $3,000 funding received from Tourism Victoria
  • Finalised detailed media partnership with Geelong Advertiser
  • Currently finalising other sponsorships/ partnerships over coming weeks
  • Celebrity chef confirmed and venue for event available subject to agreement
  • Program to be set by early May with first program release within GT on 24th May
  • CGM will attend Good Food & Wine Show to promote event 30 May-1 June.
  • Bake Off, Afternoon Tea, Dessert Wars and Coffee Crawls to run again with a series of new activities planned.
  • Expressions of interest will be sent to relevant businesses week commencing 24 February.

May Magic

  • Rex Gorell have offered a Renault Clio which is valued at $20,084
  • M&M variety flavours will be the proof of purchase item
  • Geelong Advertiser support confirmed
  • Redemption locations being confirmed with activity partners over coming weeks
  • Options for consideration include key draw prior to major prize – subject to agreement by activity partners.

Nightjar Market

  • CGM promoting CG activities and SHP at event. Promotion of activities to do in Central Geelong after the market include $10 cinema passes for movies screening after 9am.

Discussion by Committee

CT – Gold coin donation does not appear to be an option, families seem confused about how much to offer. It appears to be an entry fee. Once gold coin is given you receive a stamp. Children regardless of age expected to pay.

BK – It is being marketed as an entry fee, rather than a donation

CT – The focus on reducing drink driving through information and breath tests was a good idea

CT – donation may prevent people from returning

ME – donation implies it is going to charity

Action:

JR – to raise concerns regarding that organisers are expecting entry fee (not a donation) including that children should be free.

Committee Planning workshop

Will schedule one workshop for late March/ early April

CG Action Plan

Applications are invited from interested organisations and individuals for consideration on Advisory Committee’s for the Central Geelong Action Plan.

JR to apply on behalf of CGM.

Joint Training Program

Training program joint networking event being held 4th March at Little Creatures Geelong.
Section C– Confidential Matters

Meeting to be closed to general public to discuss confidential matters of the current agenda.

10.Confidential matters

Nil confidential matters

11. General Business

Nil

Next Meeting scheduled for
Tuesday 18 March 2014 at CGM Office, 100 Brougham Street Geelong, 7:30am - 9:00am

Meeting closed – 9:02am

Action List –November 2013

Action / Who by / Date by / Complete
Raise concerns regarding Nightjar entry fee/ donation / JR / 21 February
Discuss options for Splendiferous site with SC / JR/SC / 18 March
Advise Motor City Music Festival organisers of committee decision regarding sponsorship / JR / 18 February
Advise Open House Geelong of committee decision regarding sponsorship / JR / 18 March