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FREMANTLE STORY Mosman Park East Perth West Leederville Magazine North Perth Jolimont

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FREMANTLE STORY Mosman Park East Perth West Leederville Magazine North Perth Jolimont Quarterly report: Place marketing (Fremantle. Be part of the story) April-June 2017 #fremantlestory fremantlestory.com.au March 2016 City Beach _6015 1,915 Claremont (WA)_6010 2,799 Cottesloe _6011 2,333 Subiaco _6008 3,022 Swanbourne _6010 1,055 June 2016 Como (WA) 5,661 Applecross (WA) 5,191 Booragoon (WA) 2,438 Attadale (WA) 3,602 Sept 2016 Bateman 1,444 1,444 100.00% Murdoch 865 865 100.00% Winthrop 2,301 2,301 100.00% Myaree 850 850 100.00% Melville (WA) 1,765 1,765 100.00% Willagee 1,861 1,861 100.00% Bicton 2,167 2,167 100.00% Kardinya 3,016 3,016 100.00% North Perth Samson 672 672 100.00% Dec 2016 West Leederville Leederville The Winter 2017 FREE Mt Lawley take me home Highgate FREMANTLE STORY Mosman Park East Perth West Leederville magazine North Perth Jolimont March 2017 Wembley downs Floreat Mount Claremont West Leederville Direct mail by postcode Cosy corners (15,000 magazines per edition) Hamilton Hill Getting social, Freo’s clubs Coogee Connecting to culture Autumn 2016 Fremantle ‘captures’ Winter 2016 South Perth Spring 2016 Summer 2016/17 Autumn 2016 Winter 2017 Winter 2017 Shenton Park Nedlands Jolimont Adross Mount2. Pleasant Promote Fremantle story using Salter point Rossmoyne non digital media Bull Creek School holiday program (1-16 Jul) 2 000 copies of the printed school holiday program were printed for the July school holidays, 1. Produce Fremantle story with 39 listings and 4 school holiday offers received by the print deadline. Distribution for magazine the program is through Fremantle Visitor Centre, 40 000Coogee copies of the Winter edition were printed Fremantle City Library, Town Hall Centre and the and distributed from 1June 2017. Features in this Winterworld event. edition included: Marketing collateral • Good nooks Fixed banners and flags along South Terrace • Getting social, clubs of Freo and Market Street were removed for winter • Shopping flat lay, it’s the small things and seasonal pole wraps were installed across • Connecting to culture Fremantle. • Quirky ways to explore Fremantle Love Freo letters continue to be available for • Know your coffee events in Fremantle. In this period events included • A taste of Freo, roasted beetroot salad from the North Fremantle Football Club Community Manuka Woodfire Kitchen Open Day, Switch event at Esplanade Skate Plaza, • Vintage shopping trail RTRFM Winter Music Festival, and Winterworld. The distribution strategy for the Winter edition incorporated: • 15 000 copies direct mail to suburbs of Shenton Park, Nedlands, Jolimont, Ardross, Mount Pleasant, Salter Point • 10 000 delivered to cafés, bars, cinemas, libraries throughout Perth metro area including Fremantle • 1 000 to Perth international airport • 800 to Perth hotels • 1 700 to metro and regional visitor centres • 1000 to Experience Perth for distribution at NATAS Travel Fair Singapore (11-13 August) and MATTA Travel Fair Kuala Lumpur (8-10 September). digital media Vintage shopping trail Electronic direct mail (EDM) The table below summarises the open rates and click through rates for the Fremantle story e-newsletter, sent out on the first Thursday of each month to 9 975 subscribers. A dedicated database has been established for subscribers interested in school holiday activities. The first school holiday focused e newsletter was distributed in June. Rate April May June Fremantle story 46 376 31 246 + 48.42 % e-newsletter (FISAF) Open rate 31.93% 31.44% 29.58% Click through rate 25.55% 24.7% 27.65% School holiday 77 392 100 804 + 30.25 % e-newsletter 2. Monitor, develop and promote Open rate Nil Nil 45.56% Fremantle story website Click through rate Nil Nil 56.1% Explore Fremantle Competitions April–June There were a total of 4 414 unique page views to the explore section of fremantlestory.com.au. A Competition name Number of entries ( # new vintage shopping trail was published in May added to subscriber d/b which attracted 373 unique page views. April–Fremantle 84 entries, # of subscribers International Street not recorded Fremantle story blog Arts Festival 210 entries, Seven blog posts were published resulting in June–Winterworld 4 219 unique page views to the Fremantle story 82 new subscribers blog from April to June. The top performing post June–Hidden Treasures 180 entries, was Fremantle; top 10 things to do; with 1 193 Winter Music Series 55 new subscribers unique page views. Google Adwords campaigns (1 April to 30 June) Fremantlestory.com.au Google Adwords campaigns targeted audiences The table below outlines the unique users to in Western Australia, including Perth metropolitan www.fremantlestory.com.au from April to June area and Fremantle. 2017, compared to that of the previous year. The 48% increase in April was due to Fremantle Campaign name Impressions Clicks Avg cost per click International Street Arts Festival taking place in April compared to March in 2016. Fremantle International 406 294 801 $0.87 Unique users to fremantlestory.com.au Street Arts Festival (display) Month 2015/16 2016/17 % increase/ Festivals & events 1 872 202 $0.49 unique users unique users decrease (generic) 46 376 Eat & drink April 31 246 + 48.42 % 41 006 619 $0.62 (FISAF) (generic) May 26 795 28 133 + 4.99 % See & do (generic) 375 19 $0.53 June 23 600 32 184 + 36.37 % Shopping 125 109 457 $0.69 (generic) Total 77 392 100 804 + 30.25 % School holidays 206 840 2 795 $0.70 Unique users discrepancy in tally of monthly figures due to repeat visitation 3. Promote Fremantle story using #MyFreostory video competition 2017 4. Manage Fremantle story social The competition gained great awareness, but had media channels a lack of entries due to a lower prize pool then in Fremantle story social media channels have the previous 2016 campaign, several higher paid reached a combined following of 60 382 with video competitions running at the same time 40 576 (+ 0.7%) page likes on Facebook, 6 530 (Revelation and Rode microphones). followers on Twitter (+2.1%) and 13 276 (+7.0%) Our internally filmed and edited 2017 campaign followers on Instagram. Each channel responds video, featuring the Fremantle Shipwreck to a different approach to drive engagement with Museum, performed better than the previous our audiences. Social media drives 16.3% of the 2016 professionally filmed advert ($8 800) in traffic to the website. our paid advertising slots. The video advert www.facebook.com/fremantlestory/ alone gained better reach and had 1 668 942 The most engaging posts were video including impressions compared to the 2016 campaign #MyFreoStory 2016 winner who was featured which only gained 113 875 impressions (costing on Today Tonight (April 25), Fremantle Bacon three times the price to push digitally). Festival and live streaming of ANZAC Day Dawn RTRFM The View From Here–Fremantle edition Service. The best performing posts were boosted to gain further reach to relevant target markets. Fremantle story have partnered with RTRFM A new school holiday e newsletter was created to produce a Fremantle edition of The View and the subscription list grown through Facebook From Here; RTRFM’s long running video series posts and advertising. highlighting local bands in unique and special locations. The first video in the series features Instagram www.instagram.com/fremantlestory/ Lucy Peach in the Tourist Wheel at Esplanade • Total followers 13 276 Reserve, and the second, features Thee Loose (7% increase in followers) Hounds in the Whalers Tunnel. Two more videos will be released in coming months. All will be • Likes received 11 467 available on the RTRFM and Fremantle story • Comments received 224 YouTube channels. Top three posts Post Likes Comments Anzac day 484 4 Dog in sunnies on High 304 8 Street Fishing boat harbour 351 5 award Twitter Content promoting Fremantle International Street Arts Festival, free school holiday activities and images of Fremantle generated the most engagement on Twitter in this quarter. An initial advertising approach was trialled in this quarter by boosting selected tweets to generate an extra 85 152 impressions for a total of $890.00. 5. Maintain memberships and partnerships Date Agency Activity April Tourism Australia & Tourism Western Industry update Australia April Tourism Western Australia Industry update April ATEC The Meeting Place Discuss Fremantle opt in activity for delegates April All agencies Update from Fremantle April Fremantle Tourism Association Committee meeting May Experience Perth Journalist enquiry May Kidogo Arthouse and key stakeholders Attracting events (M32) to Fremantle May Experience Perth Committed to Cruise Exchange (27 July) May Fremantle Tourism Association Committee meeting June Fremantle Chamber of Commerce Business Awards June Fremantle Chamber of Commerce / Tourism Fremantle food trails workshop Western Australia June Fremantle Tourism Association Networking event For more information about the City of Fremantle place marketing program contact the place marketing coordinator on 9432 9999 or email [email protected]..
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