Cairns Regional Council

CLIENT

Cairns Regional Council

 

SERVICES DELIVERED

  • Strategy Development
  • PR
  • Social Media
  • Stakeholder Relations
  • Advertising & Content Marketing

THE OPPORTUNITY

Cairns Regional Council engaged C7EVEN to develop a marketing and communications strategy for significant changes to parking in the Cairns CBD. This was the first time the Council had changed their parking arrangements in over 15 years.

THE PROGRAM

 The program was built on three main pillars:

1. STAKEHOLDER ENGAGEMENT AND ACTIVATION

2. MEDIA RELATIONS

3. INTEGRATED MARKETING PROGRAM

Key messages were developed for each of the target audiences and stakeholders and filtered through relevant materials such as eDMs, in person, letters, media relations, media call/opps, social media, OOH, display advertising, online advertising, media, content syndication, TVCs, website presence, web tiles, page takeovers, flyers, FAQs, backgrounders, infographics, and LIVE video.

The results of the campaign were positive. Being the first time Cairns Regional Council has changed their parking in many years, community pushback was expected to be strong, but with our strategic, targeted and timely campaign, only minimal negativity was received and well managed by the team.

OUR SOLUTION

To develop the strategy, C7EVEN conducted workshops with key internal and external stakeholders and utilised the results from the Our Cairns survey, which identified parking as one of the top three issues in the region.

Our strategy focused on the premise that Cairns Regional Council was making small but significant changes to parking in the CBD to respond to the changing way the CBD is used.  The changes would be made through pricing and enforcement strategies to incentivise the Council’s desired strategic outcome, which is to have a safe and secure city that is easy to live in and connected to the world.  Ultimately these changes will see the Council move closer to its liveability goal by 2022.

The communication and marketing strategy and subsequent campaign that we developed aimed to change public perception of car parking supply, by increasing availability through strategic pricing and enforcement initiatives that prioritise local business operations through the shifting of emphasis to shorter-term parking in the CBD.  It also aimed to raise awareness of other all-day parking locations in the CBD and highlight alternate transport arrangements.

Have a project you'd like to discuss? Simply fill in the form below and one of our team members will be in touch. If you have something more urgent then call us on 1300 C7EVEN.