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Wendy O'Shaughnessy Marketing coordinator Cooperative advertising and promotion

Wendy O'Shaughnessy Marketing coordinator Cooperative advertising and promotion. find yourself in fremantle. Changes to marketing Fremantle One marketing plan ‘find yourself in fremantle’. Target markets. Separate consumer markets Shoppers

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Wendy O'Shaughnessy Marketing coordinator Cooperative advertising and promotion

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  1. Wendy O'Shaughnessy Marketing coordinator Cooperative advertising and promotion

  2. find yourself in fremantle • Changes to marketing Fremantle • One marketing plan • ‘find yourself in fremantle’

  3. Target markets • Separate consumer markets • Shoppers • Tourists (primarily interstate and international) • Share similar characteristics • Focused and targeted approach to a specific audience

  4. Marketing objectives • Destination marketing • Cooperative advertising approach • Increase • number of visitors • dollar spend by visitors • number of overnight stays • Increase the number of visitors during off peak periods • CBD (retail and professional services) • Cooperative advertising and promotion approach • Position Fremantle CBD as the premium retail, commercial and hospitality • Lift spend and extend spend • Increase customers to Fremantle

  5. Cooperative approach • Greater buying power • Better cut through • Promoting specific product • Promote Fremantle brand

  6. TV campaign • Partners • Experience Perth • Tourism WA • Fremantle Football Club • Qantas • Intrastate tourists from Melbourne and Sydney • $33,000 prize package • Channel 9’s Today show

  7. Advertising • Business choose appropriate campaign • Fully subscribed • Post campaign feedback • Return on investment

  8. Summary • 2010/11 financial year • 6 CBD campaigns • Total cost $262,000 • 2011/12 financial year • 5 destination campaigns (to date) • Total cost $236,000

  9. Conclusion

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