Young Marketing Group
Young’s Marketing Campaign began in earnest in 2001-2002 as a response to a perceived threat to retailers from Big W which was about to open in the town.
The initial idea was to attract more customers and visitors to the town so that all business would prosper.
The first step in setting up the campaign was to engage a Melbourne Market research company to survey people asking why they choose to shop and do business in Young and thus give indicators on how to market the town to increase its market share and attract new people.
Out-of-town shoppers surveyed gave the following as the main reasons for coming to Young; variety in women’s and children’s clothing, variety in dining experience and variety generally. Hence the marketing campaign theme of “The Variety That Counts”, this also sits well with the variety of industry prospering in the town and district and the public amenities available.
Big W has since become an important factor in the growth of the retail sector as more businesses have either opened or relocated to the town since they opened.
The campaign has taken many forms in a mixture of radio and television advertising but now encompasses a television campaign which covers the signal areas of Dubbo/Orange, Wagga, Canberra and Wollongong/South Coast (including southern Sydney) with a potential audience reach of 1.3 million.
Funding for the campaign has been on a 50/50 basis with funds raised from the local business community being matched dollar for dollar by Young Shire Council and the make-up of the campaign is reviewed annually. Canvassing for the campaign has been predominantly carried out by the Economic Development Officer.
The marketing group comprises volunteers from the business community, a representative of the Chamber of Commerce, Council’s General Manager, Tourism Manager and Economic Development Officer and they meet on a needs basis.
As with any campaign measurement of results can be difficult.
However, population growth comparisons are very encouraging and census figures reveal that for the period 2001 to 2006; the population of Young Shire Council increased by 710 people from 11,274 in 2001 to 11,984 in 2006, a 6.3% increase for the period.
At the same time surrounding towns had experienced very small growth or actually declined.
The 2009 estimated population is 12,600.
The value of Development Applications approved in the Shire have also increased significantly every year of the campaign, even at a time when the rural sector has been gripped by the worst drought in 100 years.
Retailers report there have been more sales to people from the targeted areas; this has been established through the collection of postcodes and verbal advice from clients.
Real estate agents say they have had enquiries from people for property as a result of the ads, these enquiries predominantly from the Wollongong, South Coast and Southern Highlands areas. They say relocations have taken place as a direct response to the ads in the campaign.
Tourism operators report they have had people say they have seen the ads on Young and come here in response to them. These types of comments have also been received by the Young Visitor Information Centre.
Neighbouring Councils and Councils from areas where the ads are seen, call to see how the campaign has been structured and funded so they can try to emulate it for their own centres.
Council staff have often received comments about the ads at workshops and seminars they attend away from Young and bring back favourable reports.
Word of mouth generally, common comments being along the lines “we saw the ads on TV, Young must be going well, thought we’d come and have a look.”
The annual investment in ad production and air time is around $80,000 to $90,000 and the value of airtime with bonus placements is well over $100,000 annually.
This makes the marketing campaign a significant promotional tool for Young and district and it is believed to have been hugely successful.
Some of the benefits that have flowed to Young as a result of the campaign have been exposure and positive perception not only for the participating businesses but for everyone who works, lives or does business in Young.
Increasing property values supported by people being attracted here and bringing more competition into the real estate market.
Skills base of the community being enhanced by either attracting new people into the town and district or retaining people who may otherwise have moved away.
Momentum in the economy means that it is better able to sustain people through adverse circumstances i.e. the drought and even provide growth through this period.
The campaign is seen as a morale booster and the community sees itself in a more positive light.
The more activity that is generated the better living standards will be as more services are provided and there are more opportunities in the community to provide employment for partners of professionals the community wants to attract here.
As business expands or locates to Young and district others automatically have more work.
The greater variety of business and services available the more attractive Young is to clients from surrounding towns as a place to live and do business.
The organising committee is very grateful to the following businesses supporting the 2009/10 campaign.
1. Young Eyes, 178 Boorowa St, Young, phone 6382 4000
2. Connellys Office National, 217 Boorowa St, Young 6382 4099
3. McCabe Partners Lawyers, 38 Boorowa St, Young 6382 6500
4. Hamblins Amcal Pharmacy, 96 Boorowa St, Young 6382 2455
5. Autopro Young, 45 Clarke Street, Young, 6382 6488
6. Regency Jewellers, 116 Boorowa St, Young, 6382 2788
7. Poppa's Fudge Factory, Shop 1, Lovell Place, Young, 6382 5854
8. Eyecare Plus, 48 Boorowa Street, Young, 6382 3377
9. Stewart's Jewellers, P O Box 43, Young, 6382 2073
10. Burrangong Meat Processors, 1 Monteagle Rd, Young, 6384 1900
11. Mitre 10, 256 Boorowa Street, Young, 6382 3688
12. Young Services Club, Cloete Street, Young, 6382 1944
13. Gordon Garling Moffit, 26 Lovell Street, Young, 6382 5855
14. Brian Maroney Electrical Discounts, 53 Boorowa, Young, 6382 3088
15. Wilkinsons Bus Service, 2 Hinton's Road, Young, 6382 4055
16. Terry Bros Carpet Court, 254 Boorowa St, Young, 6382 3279
17. Young Carpet Choice, 31 Clarke St, Young, 6382 3991
18. McDonalds Signs and Trophies, 111 Pitstone Rd, Young, 6382 2076
19. Young District Chamber of Commerce, POB 1279, Young
20. Donges Supa IGA 159 Boorowa Street, Young, 6382 1169
21. Commercial Hotel 167 Boorowa Street, Young, 6382 5899
22. South West Slopes Credit Union, 89 Boorowa St, Young, 6384 1111
23. Framaglass 21 Lovell Street, Young, 6382 5115
24. The Base Warehouse 200 Boorowa St, Young, 6382 6117
25. Jewelz N Things 105 Boorowa St, Young, 6382 7001