Uniquely NelsonMarketing the retail and business

heart of Nelson

Achievements 2014-15

The Nelson City Guide 2014/15 was produced in partnership with Downing Design and achieved an increase in advertising support to 60 advertisers and $26,475.50 + GST in revenue. Downing Design undertook the selling, design, production and distribution of the Guide and Uniquely Nelson conducted the marketing campaign. Uniquely Nelson retains the ownership and control of the Guide and achieved a profit share of $2,587 + GST. In previous years the Guide has cost more to produce than the income achieved. 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 was relaunchedin July 2014 with a simpler clean design and a mobile-optimised format.

It has been built on the user-friendly Wordpress platform and content is managed by Uniquely Nelson.

We provide retailers with both free and premium listings on the directory and we currently have 405 businesses listed on the website.

Revenue to February 2015 from website sales is $4,664.52 + GST.

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. Around 80% of these visits are made on mobile devices and delivered through the wi-fi network.

Nelson City Free Wi-FiAt the request of Nelson City Council, Uniquely Nelson initiated and implemented the delivery of city-wide free wi-fi. Uniquely Nelson sought tenders, appointed Datacom as the approved contractor and negotiated free access to 13 wi-fi locations around the city. Uniquely Nelson project managed the installation of the wi-fi network up to hand-over to Nelson City Council and completion with the final installation on Civic House. 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-fiThe 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.

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 Twitterwww.twitter.com/UniquelyNelson

Uniquely Nelson E-newsletter

6,800 Consumer database560 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 31.7% (industry average 22.4%).

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.

Long Term Parking Strategy

Uniquely Nelson worked closely with Nelson City Council to trial and promote free parking initiatives over the winter months and continues to promote the current trial as part of our marketing messages. Uniquely Nelson will continue to support this parking initiative once it is confirmed as permanent and sees a vital ongoing role for retailers to act as ambassadors, assisting the public to understand the meter ticketing system.

Uniquely Nelson will continue 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.

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.

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 PartnershipsIn addition, Uniquely Nelson works closely with many other organisations and events that are beneficial to the city. These include the Top Shop Awards (Nelson Tasman Chamber of Commerce), The Nelson Jazz & Blues Festival, Marchfest, the South Island Masters Games, 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.