Leaders for Geelong 2014/16 Project Transforming Geelong Roadshow Table of Contents 1 The Team .................................................................................................................. 4 2 Acknowledgements ................................................................................................. 5 3 Overview ................................................................................................................... 6 4 Objectives ................................................................................................................. 7 5 Elements of the project .......................................................................................... 8 5.1 “Fed Cats” Dinner, Canberra ................................................................................. 8 5.2 Geelong Train Station Activation ......................................................................... 10 5.3 Federation Square Activation .............................................................................. 10 5.4 Investor Briefing ................................................................................................. 12 5.5 The Transforming Geelong update document ..................................................... 17 6 Stakeholders .......................................................................................................... 19 6.1 Partners .............................................................................................................. 19 6.2 Partner Engagement ........................................................................................... 21 6.3 Influencing Stakeholders .................................................................................... 21 7 Outcomes ................................................................................................................ 23 7.1 Project achievements ......................................................................................... 23 7.2 Media ................................................................................................................. 26 7.3 Survey results ..................................................................................................... 28 8 Issues & Challenges .............................................................................................. 31 8.1 Micro .................................................................................................................. 31 8.2 Macro ................................................................................................................. 31 9 Recommendations for future ............................................................................... 33 10 Media Clippings .................................................................................................. 35 Page 2 of 45 ‘Geelong is special. Geelong is unique. Where Geelong goes, so goes our State.’ Hon Daniel Andrews, Premier of Victoria, 16 February 2016, Transforming Geelong Investor Briefing. Page 3 of 45 1 The Team The Leaders Transforming Geelong Group is made up of emerging leaders from a range of different workplaces, backgrounds and experience: Adam Cunningham - Project Manager - Head Office Redevelopment, Barwon Water Amy Gillett - Community Manager, GMHBA Ben Broadhead - Special Counsel, Harwood Andrews Helen Butteriss - Principal - Business Advisory, Crowe Horwath Martha O’Sullivan - IT Delivery Manager - Trading and Supply Chain, Target The group came together because of a shared passion for promoting the positive attributes that Geelong has to offer and a desire to share all that is great about Geelong and the surrounding region. Page 4 of 45 2 Acknowledgements Leaders Transforming Geelong acknowledges the support, passion and drive provided by the Committee for Geelong (CfG), in particular the leadership demonstrated by CfG CEO Rebecca Casson. We also acknowledge the support provided by the CfG team including Rosemary White, Eleanor Green and Simone McKenzie. We specifically acknowledge our communications partners StratHouse, Asher Consultants and McCo. These partners were responsible for delivering all of the media and communications associated with the Transforming Geelong Roadshow. We specifically thank our Transforming Geelong Roadshow partners (City of Greater Geelong, Committee for Geelong, Victorian State Government, Viva Energy Australia, Geelong Port and the Victorian Regional Channels Authority) who have wholeheartedly supported the initiative together with our Briefing and Online Partners (see partner list at http://www.transforminggeelong.com.au/partners). To have the support and collaboration of over 50 Geelong region organisations is a testament to the belief that Geelong is a great city. A special thank you also to Tourism Greater Geelong and the Bellarine as well as the Geelong Football Club. Without their support and contributions we would not have been able to deliver such a wonderful project. Our workplaces have been very important in making the Transforming Geelong Roadshow so successful. They have believed in us to take on the Leaders for Geelong program and have provided the flexibility required to get the project off the ground and deliver a meaningful event. Finally, the Transforming Geelong Roadshow would not have been possible without the support of our families and friends who allowed us the opportunity to take on this ambitious project resulting in many days, nights and weekends of work. Page 5 of 45 3 Overview The Transforming Geelong Roadshow sought to educate and inform audiences about the abundant opportunities available to invest, work, live and play in Geelong. The Transforming Geelong document launched in February 2015 highlighted that Geelong is successfully positioned as a city of vibrant activity and great interest to investors. The Transforming Geelong document has been a very useful tool for influencing political and business discussions and has been consistently referenced in the media. The document also highlighted that there was an opportunity to further educate media and industry about Geelong’s transformation. Whilst there is a lot of growth and opportunity in Geelong it was apparent that Melbourne media has a tendency to foster a negative perception of Geelong and those negative messages undermine investor confidence. The time had come to promote the positive stories in an effort to block out the negative noise. The Transforming Geelong Roadshow was a series of events held in December 2015 and February 2016 to educate Melbourne media and industry about the opportunities in the Geelong region. It also included a revamp of the 2015 Transforming Geelong document. The Transforming Geelong Roadshow focus was to build on the city’s economic transformation in key strategic sectors by increasing investment in the region from Melbourne-based businesses and organisations. At the heart of the Transforming Geelong Roadshow was the drive to encourage people to see Geelong through new eyes. Page 6 of 45 4 Objectives The key objectives of the Transforming Geelong Roadshow were: To raise awareness of investment opportunities in Geelong to targeted audiences from December 2015 through 2016 To build on the city’s economic transformation in key strategic sectors by increasing investment in the region from Melbourne-based businesses and organisations Create opportunities for Geelong organisations to collaborate and be a single voice for their specific industry sector from December 2015 through 2016 Provide an interesting and engaging experience of Geelong that highlights the lifestyle and exciting commercial and cultural developments taking place in Geelong for potential investors, visitors, workers and residents Deputy Mayor Cr Bruce Harwood, Premier of Victoria The Hon. Daniel Andrews and Committee for Geelong CEO Rebecca Casson. Page 7 of 45 5 Elements of the project 5.1 “Fed Cats” Dinner, Canberra Fed Cats is an annual dinner held at Parliament House in Canberra hosted by federal members of parliament from the Geelong region and the Geelong Football Club. The dinner is attended by members of parliament, officials and representatives from the Geelong community and industry. We extend a special thank you to the Geelong Football Club for allowing us to be a part of their event and also for their assistance with logistics and access to Parliament House. OBJECTIVES: To educate the Fed Cats delegation and attendees at the Fed Cats event about Transforming Geelong and the upcoming roadshow events in Melbourne. Empower delegates to be champions of the Transforming Geelong initiative. HOW OBJECTIVES WERE ACHIEVED: Conversed with dinner guests and promoted the new opportunities available in the Geelong region. Provided all attendees with a Transforming Geelong postcard and a Geelong gift bag which included information about Geelong and a Transforming Geelong chocolate lollipop from Geelong confectioner, Sweets by Caroline. Captured images of Fed Cats dinner attendees with the #TransformingGeelong social media prop to promote the Transforming Geelong Roadshow via Twitter. KEY STAKEHOLDERS: Geelong Football Club The Hon. Richard Marles MP, Federal Member for Corio Sarah Henderson, Federal Member for Corangamite Committee for Geelong Tourism Greater Geelong and the Bellarine Asher Consultants StratHouse The Food Purveyor Paul Kelly Creative Page 8 of 45 Avalon Airport CEO Justin Giddings and City of Greater Geelong Mayor Cr Darryn Lyons at the Fed Cats Dinner.