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Latrobe Valley Ministerial Taskforce Releases Plan For The Future

Marketing Communication Strategy Summary

By Porter Novelli - 7th October 2002 - Back to News

Summary Report October 2002 prepared by Porter Novelli, Needham PR and LMC Management Services.

Introduction

Historically the Latrobe Valley has been an optimistic and progressive community. It has enjoyed considerable average growth for the last century.

However it is worth noting that this growth has not been constant. Major economic impacts and employment downturns have regularly occurred in the local economy, including those of the 1930s and 1950s. Yallourn township was demolished in the 1970s, and doubt about the Loy Yang B project continued throughout the 1980s.

The local economy and community has previously endured highs and lows and we can expect the natural optimism and positive self-image of the community to return. In many ways this process is well advanced. However, it can be accelerated with well-targeted intervention strategies such as those proposed under this Marketing Communication Strategy.

Latrobe Valley Ministerial Taskforce

The Latrobe Valley Ministerial Taskforce Marketing Advisory Panel commissioned this Marketing Communication Strategy as part of the State government response to issues and concerns of the Latrobe Valley. The goal of the Marketing Communication Strategy was to build a positive image of the Latrobe Valley amongst local residents and the broader community.

Porter Novelli, a Melbourne based Public Relations consultancy, in association with Latrobe Valley firms Needham Public Relations and LMC Management Services was commissioned to prepare this Strategy.

How we are seen and how we see ourselves

This Strategy is based on solid research about perceptions of the Latrobe Valley from people who live in the Latrobe Valley (internal audiences) and people from outside the Latrobe Valley (external audiences). The research included:

• a perceptions audit of 100 external stakeholders
• focus groups of approximately 140 Latrobe Valley residents
• a media audit of the most recent 100 articles published in major metropolitan newspapers
• a best practice audit identifying lessons learned from similar case studies locally and internationally, and
• a review of pre-existing research (which had been gathered by a number of agencies over recent years).

There is remarkable consistency between all the internal and external studies. Overall the image of the Latrobe Valley is of a country area with an industrial backdrop.

Reducing the various findings to a ‘bare bones’ summary, it can be concluded that the major advantages of the Latrobe Valley can be identified as:

• Country living/lifestyle
• Rural scenery
• Proximity to recreational areas and facilities
• Friendly/Community support

In contrast, the major disadvantages of the Latrobe Valley can be identified as:

• Depressed economy/Unemployment
• Pollution, including smell
• Limited services in some aspects

It is these issues, both positive and negative, which are addressed as part of the image marketing strategy.

Structure Of This Strategy

The strategy consists of a number of elements that identify:

A. Broad goals

B. Objectives for both internal and external audiences

C. Key messages, and

D. Specific tactics - actions to achieve the goals and objectives.

A. Goals

Overall goal of the Strategy is:

"To build a positive image of the Latrobe Valley in the broader community and amongst local residents."

The goal for internal audiences is:

"To create a sense of community pride by recognising the rich social, environmental and industrial diversity of the Latrobe Valley."

The goal for external audiences is:

"To create positive awareness of what the Latrobe Valley has to off as a place to live, invest or visit by promoting positive images and challenging existing myths."

B. Objectives

There are a number of objectives to help achieve the overall goals. These have been broken into internal and external objectives. Some are these are the same for each audience:

Internal Objectives

• To create a single brand or concept for the Latrobe Valley
• To reshape understanding of established industry
• To challenge environmental myths of the Latrobe Valley
• To work with Council and relevant organisations to create a firm vision for the local community
• To foster and encourage a culture of community pride within the Latrobe Valley

External Objectives

• To create a single brand or concept for the Latrobe Valley
• To reshape understanding of established industry
• To challenge environmental myths of the Latrobe Valley
• To increase recognition of lifestyle diversity options available in Latrobe Valley

C. Key Messages

Critical to turning around some of the current negative perceptions of the Latrobe Valley will be the campaign’s success in delivering three key messages about the Latrobe Valley:

Message 1.

"More than what you think it is …"

Impact on external audience:

• to encourage stakeholders to put aside current myths and to "think again" based on the evidence
• to profile and position the Latrobe Valley as a good location to live, work and play (e.g. country living/proximity to services, inexpensive real estate, friendly community)
• to balance perceptions that the Latrobe Valley suffers from a depressed local economy, high unemployment, pollution from industry, general social dysfunction and limited services

Impact on internal audience:

• to encourage a distinct identity for the Latrobe Valley based on community values rather than geographic boundaries
• to promote community pride and positive aspects of life in the Latrobe Valley
• to urge various townships to promote unity by recognising the strength of diversity (Latrobe Valley: the sum of all its parts)
• to encourage internal stakeholders to engage external audiences with a proud voice that echoes unity and challenges generally held perceptions.

Message 2.

"A substantial regional centre …"

Impact on external audiences:

• to put the Latrobe Valley "on the map" in the minds of opinion leaders
• to build awareness that the Latrobe Valley is an important regional centre critical to the historical development and future of Victoria (power industry, agriculture, business, public sector etc)
• to challenge perceptions that major regional centres in Victoria are confined to Bendigo, Ballarat and Geelong
• to encourage business and industry to consider the Latrobe Valley as a sound investment for future projects
• to educate potential residents (interstate, metropolitan, retirees, professionals seeking a "sea change") of good lifestyle opportunities balanced by access to reliable services and proximity to Melbourne

Impact on internal audiences:

• to promote and celebrate the diverse business, industry and community sectors that form a critical mass in the form of the Latrobe Valley
• to promote the importance (current and historical) of the power industry and the role it plays in the lives of each Victorian, while challenging stakeholders to look beyond the power industry as the singular strength of the Latrobe Valley
• to build a proud, single voice that profiles a diverse community

Message 3.

"Offers diversity …"

Impact on external audiences:

• to profile and position the Latrobe Valley as a good location to live, work and play
• to explain the diversity of lifestyle choices. The range of choices – urban, ‘country town’, village, hamlet, farming, rural, hobby farm, ‘alternative’ (ie in rainforest) higher country with superb views, flats – is arguably greater than in all other regional areas in the state. In addition are lifestyle opportunities - country living/proximity to services, inexpensive real estate, rural scenery, good sport and recreation venues, friendly community
• to promote cultural and historical diversity (e.g. European immigrants, development of region from scratch, engineering excellence in power industry setting world standards)
• to promote high standard shopping and retail opportunities, and attention to superb customer service

Impact on internal audiences:

• to identify and agree on the key positive elements the Latrobe Valley can offer
• to promote the positive aspects of the Latrobe Valley with external opinion leaders
• to encourage the townships to build unity by recognising individual strengths (Latrobe Valley: the sum of all parts)
• to accept differing opinions, but to agree on a single vision

Tactics

The following Tactics are individual programs which when implemented collectively will work to reaffirm the three key messages of this Strategy.

It is recommended that the tactics proposed in this Strategy should be implemented over a one-year period. However, the ideas and programs recommended should have a life which exceeds this period. In the full report each of these tactics is described in detail and is accompanied by cost estimates and relevant success measures. Please note that these tactics are not in an order of priority.

Specific Tactics

1. Develop a speaking circuit for successful Latrobe Valley businesses

2. Briefing sessions on Latrobe Valley opportunities to key stakeholders

3. Develop a consistent information package and website about the Latrobe Valley

4. Develop a welcome kit for potential and new residents

5. Participate in targeted exhibitions and industrial expos

6. Work with an advertising agency to develop a targeted advertising campaign

7. Advertorial in major metropolitan newspaper or business publications

8. Promote consistent branding name for Latrobe Valley

9. Publicise local pollution levels, in comparison with Melbourne

10. Seek to promote Latrobe Valley as a location for film production, or TV Series

11. Develop an image library (video and photos) for distribution to media outlets and for use in presentations/displays

12. Develop interpretive stopping point, or gateway, to attract passing motorists

13. Develop a ‘Made in Latrobe Valley’ label for use by Latrobe Valley manufacturers

14. Develop a tourism/information video for distribution to all local motels (and other uses)

15. Establish the feasibility of creating a Regional TV museum in the Latrobe Valley

16. Develop generic promotional material for teams/activities representing the Latrobe Valley

17. Develop and distribute case studies and success stories to demonstrate local achievement

18. Establish ‘Our Community’ project to encourage community pride and development

19. Develop weekend packages for niche tourist markets

20. Develop internal shopping tours to key manufacturers and retailers in the Latrobe Valley

21. Develop a business database (or encourage greater use of existing databases)

22. Establish a major project for the Latrobe Valley, supported and developed by major stakeholders in the region

23. Maximise use of tourist radio 88.0 FM

24. Establish a youth-based Latrobe Short Film Competition

25. Create media event such as a TV exchange of Melbourne/Latrobe families

26. Referral program for businesses

27. Develop and support a range of existing or new community festivals

28. Raise the profile of the power industry among children by targeting the school curriculum

Conclusion

The recommendations and tactics contained in this strategy have been based on the concerns, aspirations and goals of stakeholders assessed in the various focus groups, perceptions and media audits.

Audiences, both external and internal, agree that the Latrobe Valley is misunderstood, unvalued and a prisoner of historical perceptions.

This strategy has been designed to assist in overcoming these problems. The implementation of this Strategy will need careful management to ensure long-term benefit. The measurement of success will be charted not just in the coming year but over the next decades.

Source: www.gippsland.com

Published by: news@gippsland.com

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