Yarra Ranges Council
Developed marketing, brand, website and tactical strategy for ngurrak barring - a new cultural walking experience
Industry
Government
Business Size
500+ Employees
Scale
Local
about us
Yarra Ranges Council is a mixture of communities comprising of over 55 suburbs, townships, small communities and rural areas within the Shire, making it one of the most diverse of any municipality in the State. It’s home to significant natural reserves and boasts popular areas such as the Dandenong Ranges and the Upper Yarra Valley. Ngurrak barring is another one of its beautiful destinations, where stunning environmental beauty, culture, art, and new experiences are designed to help visitors escape the routine and reconnect with nature.
Our Approach
Bright Owl Marketing was delighted to help Yarra Ranges Council develop the marketing and brand strategy for ngurrak barring (meaning Mountain Paths) - a 39km cultural walking experience that will see an increase in visitation to the area and the provide further economical benefits to local tourism. Our successful marketing strategy supported a deep connection with the local and international community, and focused on developing partnerships with other government agencies, local community business and high end brands looking for destination shoots.
- Baseline Foundation Workshop
- Marketing and Brand Workshop & Strategy
- Tactical Planning Workshop
- Stakeholder Engagement Workshop
- Develop Website Guidelines & Matrix
- Social Media Management
- Customer Persona Development
- Messaging & Content Development
- Collateral Development
The Challenge
As Yarra Ranges Council has many stakeholders involved with the project, they were seeking experienced marketing consultants that had both online and offline experience, and also had significant experience with marketing planning and project management at a senior level. They were impressed by how Bright Owl Marketing’s experience and their ability to build awareness, and also take into consideration the economic costs and benefits, and also the community expectations as part of the planning process. We delivered strategic documentation that enabled Yarra Ranges Council make informed decisions and to move ahead with the project.
The Results
Bright Owl Marketing initially conducted a Baseline Foundation workshop to understand the council’s strategic goals and to engage all stakeholders who participated in the project. Then we conducted a series of Marketing, Branding, Tactical Planning and Website Strategy Workshops to further support the numerous pre and post launch activities needed to achieve the project. This included developing core partnerships with tourism bodies and local community businesses, PR & media releases, tours and events, and extensive digital marketing communications and advertising activities.
Are you serious about
GROWING YOUR BUSINESS?
To get the ball rolling we’ll need your business and goals, so please compete the form below. We’re only looking to work with people who are SERIOUS about growing their business. We’ll give you a transparent and concise way forward and if there is an opportunity to work together, then we’ll get a customised proposal to you within 48 hours.
Once you have completed form we’ll work out a time to hop on the phone or catch up in person at your earliest convenience.
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Our Raving Fans
A.I. Solutions Marketing
We’ve worked with Maarten for over four months now to help shape and structure our marketing, sales, alignment and business development to get us ready for scale. He built us an “evo-blueprint”, an always evolving eco-system where marketing and sales activities combine for accelerated business growth. This included a full business development strategy by the numbers with realistic targets to act upon. A combination of digital and non-digital marketing strategies and sales activities have already paid off. Highly recommended.
Science and Technology Marketing
Alicent injects instant energy and professionalism into any team or project. She’s respected and trusted by all who work with her. She always keeps a smile on her face and exudes confidence in even the most challenging of situations. Working with Ali was always both productive and enjoyable so a pleasure to recommend her at the highest level.
Marketing Consulting & Plans
All I can say is that your marketing plan was just the thing I needed to kick start my business to the next level. It was detailed and actionable, and I love how you summarised everything so concisely – a constant reminder for everything I have to achieve over the coming year. It’s since been five years since I started with Bright Owl Marketing, and I am loving every year as the team continue to help grow my business.”
The best part about the process is Craig’s intuitive style and easy-going approach. You totally understood my business model and where I was coming from. Your ability to build on my business strengths has been clearly demonstrated with the direction of the marketing plan and the business success I’m experiencing already.
Quite frankly, I’m over the moon with how affordable it was. Plus you really took into consideration my available budget and time so I could implement some of the marketing strategies myself. A great experience still to this day!
Darren Kelk started as a sole trader specialising in unique travel experiences. He doesn’t have the biggest budget, but he knew he needed a solid marketing program that he could implement over a 12-month period. Bright Owl Marketing did the initial assessment and created a marketing plan that built on his personal strengths and created additional revenue opportunities. As Darren builds most of his business on referrals, we were able to devise several automated marketing processes to help continual build and incentivise his referral network. He has also introduced a member rewards program which is also proving a hit.
Darren Kelk has also received the Most Improved Travel Manager of the Year in Victoria, as part of TravelManagers 2011 annual awards. It has been five years now and Darren is going from strength to strength with well a crafted monthly eNewsletter, Social Media promotion, print advertising and specialising in niche tours. Bright Owl Marketing has been helping him every step of the way as he grows his business.