Marketing & Communications Strategy Shire of Ashburton MC Ref: IF93 Contents Executive Summary ............................................................................................................................. 5 Why is this strategy important? ........................................................................................................ 5 Invest............................................................................................................................................. 5 Live ................................................................................................................................................ 5 Tour ............................................................................................................................................... 5 Key Recommended Strategies ........................................................................................................ 6 The Approach - Guiding Objectives and Principles............................................................................. 7 Statements Supporting the Marketing Strategy ............................................................................... 7 Key Recommendations .................................................................................................................... 7 Key Documents and Research ........................................................................................................ 7 Situation Analysis ............................................................................................................................. 8 Shire Snapshot ................................................................................................................................. 8 SWOT Analysis .............................................................................................................................. 10 The Shire of Ashburton Brand ........................................................................................................... 11 The Name ....................................................................................................................................... 11 About The Brand ............................................................................................................................ 11 Sub Brands ..................................................................................................................................... 12 Key Messages .................................................................................................................................... 13 Current Strategic Projects .................................................................................................................. 16 Development of Emergency Services Precinct in Tom Price ........................................................ 16 Footpath Renewal Program ........................................................................................................... 16 Horizon Power Onslow Distributed Energy Resource (DER) Project ........................................... 16 Karratha to Tom Price Road Upgrade ........................................................................................... 17 Onslow Marina & Boat Ramp ......................................................................................................... 18 Onslow Ocean View Caravan Park (Stage 2) ............................................................................... 18 Onslow Water Infrastructure Upgrade Project ............................................................................... 18 Pilbara Regional Waste Management Facility ............................................................................... 18 Pilbara Trails Strategy .................................................................................................................... 18 Road Renewal Program ................................................................................................................. 19 Tom Price Administration Building Replacement .......................................................................... 19 Tom Price Childcare Centre ........................................................................................................... 19 Tom Price Tennis Courts ............................................................................................................... 19 People ................................................................................................................................................ 20 Organisational Chart ...................................................................................................................... 20 Stakeholders and Distinguishing Characteristics .......................................................................... 21 Internal ........................................................................................................................................ 21 Local Community ........................................................................................................................ 22 Broader Community .................................................................................................................... 23 2 Stakeholder Group Matrix........................................................................................................... 24 Important Partnerships ....................................................................................................................... 25 Partnership Approach..................................................................................................................... 25 Current Partnerships ...................................................................................................................... 25 Community Support Partners ..................................................................................................... 25 Aboriginal Corporations Partners ............................................................................................... 26 Industry Partners ........................................................................................................................ 27 Business Support Partners ......................................................................................................... 29 Local and Regional Government Authorities ............................................................................. 29 State Government Authorities .................................................................................................... 29 Federal Government Authorities ................................................................................................ 30 Cooperative Marketing Partnerships.............................................................................................. 31 Tourism Bodies ........................................................................................................................... 31 Local Operators .......................................................................................................................... 32 Strategy Implementation Process ...................................................................................................... 34 How Does the Shire Communicate? .............................................................................................. 34 Shire of Ashburton Communications Policy .................................................................................. 35 Purpose ....................................................................................................................................... 35 Scope .......................................................................................................................................... 35 Definitions ................................................................................................................................... 35 Social Media ............................................................................................................................... 36 Customer Service ....................................................................................................................... 36 Events ......................................................................................................................................... 36 Employee Relations/Internal Communications .......................................................................... 37 Media Relations .......................................................................................................................... 37 Legislated Advertising ................................................................................................................ 37 Marketing Channels ....................................................................................................................... 38 Digital/Online............................................................................................................................... 38 Traditional ................................................................................................................................... 39 Sponsorship ................................................................................................................................ 41 Events ........................................................................................................................................