Campaign:
G21 is the alliance of a variety of independent organisations with a shared vision for the Geelong region. The alliance includes the municipalities of Colac Otway, Golden Plains, Greater Geelong, Queenscliffe and Surf Coast, the Victorian Government and more than 150 community and business organisations committed to securing a bright and sustainable future for the region.
G21 had conducted regional marketing activities on an ad-hoc basis. It was recognised that a more coordinated approach was required to achieve the desired result. G21 commissioned Socom to assist in the development of a three-year Regional Marketing Business Plan to provide a framework for ongoing delivery of collaborative regional marketing initiatives. For collaboration such as this to be successful, a practical yet robust framework was critical.
Our Approach:
To gain a better understanding of the context for the regional marketing collaboration, Socom undertook desktop research, interviews with G21 Board members, an online survey of stakeholders and a workshop with selected stakeholders. The research served as the foundation of the business plan.
Results:
The outcome of the project was a business plan which clearly articulated key findings from the research, the regional marketing collaboration model, the regional marketing strategy and implementation plan.
