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