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Uniquely NelsonMarketing the retail and business
heart of Nelson
What is Uniquely Nelson?
• Uniquely Nelson was originally formed by a group within the Nelson Tasman Chamber of Commerce in June 2002.
• Became an incorporated society in June 2005.
• Uniquely Nelson’s objective is to enhance the CBD by working with the retail and business community to promote Nelson City.
• Governed by a board of 8 voluntary members comprising retail, hospitality and business.
• Funded by Nelson City Council.
Uniquely Nelson’s Vision & Mission Statement
Uniquely Nelson’s strategic Vision Statement is:
Nelson City, the best small City to live, work and play in Australasia.
Uniquely Nelson’s Mission is to:
• Develop a marketing strategy for the “Nelson City Experience” that clearly communicates and supports the vision statement;
• Develop promotions and activities around the unique offerings of Nelson City, thereby supporting the vision statement and encouraging visitation;
• Strategically partner with Nelson City Council and other key city stakeholders to create unique promotions that represent excellent value;
• Build and implement an ongoing program of stakeholder engagement that enables the vision to be effectively communicated and shared. We want to ‘win the hearts and minds’ of the people who influence the city’s cultural, social and business vitality.
Uniquely Nelson’s Promotions
Uniquely Nelson’s promotions are all built on the ‘starburst’ artwork that was developed in 2013. This branding is designed to reflect the myriad offerings of the city, and can be adapted easily to more specifically reflect retail categories (e.g. food & wine, fashion, arts & culture) and specific promotions such as free parking, Christmas and Trafalgar Street Market Day.
Winter 2014 Dining Branding Campaign
Spring Fashion campaign including in-store competition to win a Spring Fashion Makeover
Spring Fashion Makeover Winner
Maureen Sharland
More than 55 artists were matched with Nelson City retailers. Art in Windows enjoys more than $2,500 worth of sponsorship in the form of prizes from retailers and media partners.Public voting chooses the best windows with a prize of $500 Jens Hansen jewellery.There are prizes for the winning retailers, with advertising from Nelson Mail and The Radio Network, and an ‘office shout’ sponsored by NBS.
Christmas 2014 Marketing Campaign
Christmas 2014 was all about generating excitement and added festivities on the street.There were a combination of activities including:• Christmas carol singing• The Great Christmas Gift Giveaway• A special Late Night on Hardy with street entertainment and special retail offers
Christmas 2014
Christmas Tree on the Church Steps
Trafalgar Street Market Day - 14th February 2015
Nelson 111 Cricket Festival Street PartySaturday 14th February 2015
Uniquely Nelson worked closely with Nelson City Council to assist with the development and implementation of a street party to celebrate the opening weekend of the ICC Cricket World Cup festivities. The Nelson 111 Street Party was a celebration of the food, wine & beer offerings of Nelson city’s cafes and bars. It was held in conjunction with Trafalgar Street Market Day.
Boutique Branding Campaign Autumn 2015
Winter 2015 Marketing Campaign
Bowater Honda Feast for the Senses Sponsored Car
Uniquely Nelson’s Communications
• As well as traditional print and radio advertising, Uniquely Nelson has developed a comprehensive program of digital marketing tools.
• We also produce the annual Nelson City Guide, a very popular DL booklet that is targeted at the tourist market.
50,000 copies were produced and Interspace Airport Advertising has advised us this is by far the most popular brochure on display at the airport. The Guide is widely distributed throughout the region and also to various i-sites and information centres around the country.
The Nelson City Guide 2014/15
Uniquely Nelson Website
The Uniquely Nelson website provides retailers with both free and premium listings on the directory and we currently have 405 businesses listed on the website.
The website is fully integrated with our social media activities and has a Facebook feed and e-newsletter postings on the News page.
The website is directly linked to the Nelson City Free Wi-Fi with a customised landing page.
Google Analytics – www.uniquelynelson.co.nz
Google Analytics show the Uniquely Nelson website is achieving between 8,000 and 10,000 visits per month in the summer. Around 80% of these visits are made on mobile devices and delivered through the wi-fi network.Winter statistics show visitation drops off to around 5,000 – 6,000 visits per month (a reflection of the searching by tourists in the summer months).
Nelson City Free Wi-FiAt the request of Nelson City Council, Uniquely Nelson initiated and implemented the delivery of city-wide free wi-fi. The Nelson city wi-fi was launched in October 2014 and has delivered good wi-fi coverage for the city over the summer months.
Wi-Fi Launch PromotionTo celebrate the launch of the free Nelson City wi-fi service, anyone who logged onto the service during November 2014 could enter for the chance to win a Samsung Galaxy Tab 4 (16GB). Ben Tohill of Nelson was the lucky winner from several hundred entries.
Google Analytics – Wi-fi
The Nelson city wi-fi is directed through a tailored landing page that takes the user to the Uniquely Nelson website. The wi-fi has achieved steady growth in usage, with 4,623 visits in November 2014, 6,445 visits in December 2014 and 7,798 visits in January 2015. Visits have dropped to around 2,500 – 3,000 per month in winter, reflecting the drop in tourists using the service.
Uniquely Nelson Facebook -www.facebook.com/UniquelyNelsonNZ
Our Facebook page continues to grow in popularity and consumer engagement. It’s a great forum for sharing retail specials, dining offers and news of special events around the City.Retailers are encouraged to ‘like’ our page and to share their news with us so we can share it with our followers.Uniquely Nelson has also conducted various advertising and promotional paid campaigns on Facebook.
Uniquely Nelson E-newsletter
6,800 Consumer database570 Business database
Newsletters are sent out at least twice a month. Our newsletters achieve a higher than average open rate:Consumer list achieves an average open rate of 25.8% (industry average 22.4%).Business list achieves an average open rate of 31.8% (industry average 22.4%).
Partnerships and Collaborations
Uniquely Nelson recognises its importance as a voice for the retail and business community of Nelson City.
Whilst we are not a lobby group, we work closely with Nelson City Council, Nelson Tasman Tourism, Nelson Tasman Chamber of Commerce, the EDA and a myriad of other organisations to ensure the city is well represented and issues of concern are heard.
Stakeholder Engagement ProgramUniquely Nelson proactively undertook a comprehensive program of Stakeholder Engagement in 2014, resulting in more than 100 one-on-one and workshop interviews with key individuals and organisations. The findings from this stakeholder engagement form a strong basis on which Uniquely Nelson is engaging with the city’s leaders and visionaries and collaborating on key projects and marketing initiatives.
Uniquely Nelson was a key participant and supporter for the #GigatownNSN campaign and we provided marketing support by leveraging our media partners for publicity and advertising support. Uniquely Nelson actively promoted the message through all our marketing communications.
Winter Free ParkingFree parking was implemented EVERY day for winter 2014, commencing 1st July and running until 19th October*. As in past years, Bowater Honda sponsored the promotion with a sign-written Honda car.* From 19 October until present, the parking is a “First Hour Free” promotion.
Long Term Parking Strategy
Uniquely Nelson worked closely with Nelson City Council to trial and promote free parking initiatives over winter 2014 and continues to promote the current parking scheme as part of our marketing messages. Uniquely Nelson sees a vital ongoing role for retailers to act as ambassadors, assisting the public to understand the meter ticketing system.
Uniquely Nelson continues to work closely with Council to explore long-term solutions for parking supply and demand for the city.
Cruise ShipsUniquely Nelson is working closely with Nelson Tasman Tourism to maximise spend by cruise ship passengers. We have produced various collateral tailored to these visitors and have participated in the ‘meet & greet’ program as passengers disembark the ship.
Conferences
Uniquely Nelson worked closely with Nelson Tasman Tourism and other conference organisers to put together special retail offers, gifts and information packs for conference delegates.During 2014-15 these included the Local Government NZ Conference, Pharmalink, Morris Dancers, NZ Pipe Band Championships, AMN-7 Conference and numerous other requests to provide information and collateral.
Late Night on Hardy / Art by NightUniquely Nelson has worked closely with the retailers of Hardy Street and the arts community to establish and promote Late Night on Hardy & Art By Night. Uniquely Nelson recognises the need to nurture and promote these boutique events and provides our marketing support and media channels to publicise these monthly events. We have also provided budget to add entertainment for Christmas.
Dinner & Show Packages
Uniquely Nelson works with The Nelson School of Music, The Theatre Royal and The Nelson Arts Festival to implement and promote dining packages and retail offers alongside ticketed shows
Other PartnershipsThese include the Top Shop Awards (Nelson Tasman Chamber of Commerce), The Nelson Jazz & Blues Festival, Marchfest, the South Island Masters Games, The Makos(Tasman Rugby), Adam Chamber Music Festival, The Santa Parade Trust and Nelson City Council’s events marketing team, including the Summer Events Program.
Uniquely Nelson Contact Details
• www.uniquelynelson.co.nz
• www.facebook.com/uniquelynelsonnz
• www.twitter.com/UniquelyNelson
• To subscribe to our e-newsletter click on the newsletter link on our website and Facebook pages.
