City of Parramatta Burramatta NAIDOC


City of Parramatta Burramatta NAIDOC

BACKGROUND

NAIDOC is a celebration of Aboriginal and Torres Strait Islander cultures and an opportunity to recognise the contributions of Indigenous Australians in various fields. City of Parramatta holds an annual event with a range of free activities to celebrate the rich Indigenous culture through workshops, traditional arts and crafts, bush tucker, music and dance, heritage tours and market stalls.

City of Parramatta came to Marketing Angels as they needed assistance in a short time frame to run the event marketing. With two staff members in the Destination Marketing team on maternity leave and a hiring freeze, they needed help.  

City of Parramatta required assistance to create a marketing plan to ensure a successful event and they needed a dedicated resource working on this important cultural event.

 

THE SOLUTION

We were able to immediately work with City of Parramatta as an outsourced marketing supplier as opposed to an internal staffing cost.  We developed a marketing plan to raise awareness of the event and then managed the implementation of the marketing plan.

Marketing Angels spent time working in City of Parramatta’s offices, holding work-in-progress meetings and meetings with key stakeholders and we also worked externally to project manage all elements of the event.

 

THE APPROACH

The detailed marketing plan provided a broad media mix and strong digital focus including:

  • PR
  • Creative including:
    • Postcards
    • Press ads
    • Flyers
    • Postcards
    • Posters
    • Footpath stickers
    • Digital screens
    • City banners
    • Photographer
    • Videographer
  • Media buying
  • Advertising
    • Newspaper
    • Digital
  • Signage 
  • Social media
  • Website

 

RESULTS

Event attendance was 60% more than the target.

The media and marketing approach included a mixture of online, print and direct marketing activities as well as a strong social media campaign via the Discover Parramatta and City of Parramatta Facebook and Instagram pages.

The targeted social media campaign reached a total of 121,653 and generated 2,192 clicks the event website page.

The website page generated 2,329 page views and the media coverage reached a cumulative audience of 146,000 and an online audience of 7,474.

How can we help?
testimonial icon
Who said this?

“Working with Katrina from Marketing Angels has had a dramatic impact on the direction of our Centre. In a short space of time we have observed significant and massive improvements in not only our understanding of marketing but in our overall marketing strategy.

Katrina understood the needs of our Centre and her suggestions completely fitted with our identity and our values. Katrina has worked incredibly hard for us and has not let our overall goals slip from view even for a second. I am continually impressed by Katrina‘s skill and expertise. Katrina has done an incredible job of the development of our promotional materials and has done so under difficult circumstances. The research allowed us a better understanding of why our Centre is valued.

I liked being able to use the interviews, direct quotes, in the text for promotional materials. Understanding the perceptions of all of our stakeholders was also extremely useful. Katrina was very persistent in the face of obstacles thrown in her direction by the university bureaucracy. Her determination and perseverance was unmatched!

I would highly recommend Katrina and Marketing Angels. She is extremely professional and personable. She is very flexible and has always been available to us. She made us feel as though we were very important clients. Her communication skills are exceptional and she is extremely attentive. She managed to understand and capture the heart of what we do in our Centre and then translate this into our strategy.”