boggabri township marketing plan - narrabri shire development... · 9th august 2014 ©hailey...

Boggabri Township Marketing Plan Linda Hailey Hailey Enterprises Pty Ltd 9th August 2014

©Hailey Enterprises Pty Ltd

Table of Contents First Impressions ............................................................................ 3

Boggabri Focus Group ..................................................................... 10

Key Issues and Opportunities .......................................................... 13

Target Markets .............................................................................. 15

Consolidation ................................................................................. 16

Marketing and Promotion ................................................................ 26

Implementation ............................................................................. 31


First Impressions General This information has been gathered from personal observation of Boggabri during an onsite visit on March 12th and 13th 2014. The site visit included an orientation tour of the area by car and a retail review of the central business district businesses. Additional information was gathered from a focus group of local business owners held at 6pm on the 12th and informal interviews with many of the local business owners. John Shaw, President of the Boggabri Business Promotion Association acted as my guide for the onsite visit.

Objectives The aim of the first phase of the consultancy was to identify the key issues that will have an impact on the future marketing of Boggabri. First impressions are gathered by looking at the town from the perspective of a potential resident or visitor passing through. The review encompassed: Location Main Street

Access and egress to main street Parking Architecture and heritage values Branding and visibility Signage Streetscaping Retail mix Product mix Customer service

Town Audit Location Boggabri is located between Narrabri (58km) and Gunnedah (40km) on the

Kamilaroi Highway This route is used extensively by workers in the mining industry travelling

to sites around Boggabri Workers are also transported to the Civeo Village in Boggabri by bus and

mini van The highway is also an established tourist route from “the great divide to

the great outback” Traffic bypasses the town centre

Businesses seen from the highway are not necessarily representative of those in the Main Street as most are trades or motor industry businesses

Passing traffic could assume that the Gilwest petrol station and “Grab and Go” are the main businesses in town

The township itself can’t be seen from the main highway The town centre is sign posted (blue signs) on Merton and Brent Streets

but can’t be seen by passing drivers so they may assume it is smaller than it is or a long way down the road

There are gateway signs at the entrances to town


These are shield shaped signs on black iron stands in blue with the wording Welcome to Boggabri – Little Town with a Big Heart and the Narrabri Shire Local

Next to the gateway signs are RV Friendly signs There is a roadside park on the highway with toilet facilities, picnic table and

tourist information You can actually walk from this park straight into the main street, but this

is not immediately clear to visitors From the highway the town appears to be neat and tidy

Precincts There are several distinct business precincts in Boggabri

The main street with ten retail businesses, 2 offices and community care organisation

Brent and Laidlaw Streets with the Post Office, RSL Club and Royal Hotel at the intersection with Boggabri Bowling Club further along Laidlaw Street

The Gunnedah end of the highway with Nestle Inn Motel and Gilwest Service station

The Narrabri end of the highway with Grab & Go takeaway and Boggabri Town apartments

There is also a cluster of trade and service businesses around the intersection of Brent Street and the highway including McKechnies Garage

There is a “rest and relaxation” precinct close to the public school with Middle Park, playground, tennis and netball/basketball courts and swimming pool in close proximity.

At the time of the town visit a skateboard park was also mooted for the area

Across the railway line on the Western side of Boggabri is the major Civeo Village development currently housing 500 workers. There is potential for 900 units when the site is completed and Civeo are

currently adding 100 units Closer to town there is predominantly housing and an area around the Civeo

Village has been zoned for 5 acre lifestyle blocks There is also a light industrial precinct on the Western side of town

Main Street First impressions of the Boggabri main street are generally positive, the street is

wide and lined with established trees and garden beds There is a sleepy country town vibe and the main street appears to

predominantly be a service centre for locals There is little in the main street to attract tourists or visitors At the time of the site visit the main street was relatively quiet but became

busy early evening as workers stocked up on supplies from the IGA The majority of retail businesses are located on Merton Street between Brent and

Dalton Street There are a number of “gaps” in the streetscape where the park, private

residences or vacant buildings interrupt the flow of pedestrian traffic A couple of the buildings in the main street look tired and rundown and although

generally neat and tidy there is very little colour or character in the main street Contributing factors include:

Faded awnings Peeling paint Temporary signage Lack of signage Empty shop windows


Shops/buildings that appear to have been vacant for a considerable time It is likely that locals will drive to the main street and aim to park outside the

business they are visiting It is also likely that locals would drive to the other nearby businesses such as the

Post Office, Bowls Club and RSL The main street feels very safe, locals are friendly and there is little or no

obvious signs of vandalism or graffiti For visitors there is a comfortable, unpretentious feel

Parking There is rear to the kerb parking in the main street On the days of the site visit parking was plentiful but the parking around IGA was

very busy in the late afternoon early evening as local workers stopped by for beer and grocery supplies

There does not appear to be any dedicated parking spaces in or adjacent to the main street for caravan and RV parking

Although the area is designated as RV friendly

Architecture Boggabri has a number of architecturally interesting buildings ranging from

impressive art deco to older heritage buildings such as the former NAB bank and more austere country town architecture from the 40’s and 50’s

Both hotels have the classic country pub feel A number of business owners have highlighted the heritage appeal of their

buildings with heritage style colour schemes The overall impression is of “stepping back in time” Unlike many towns, Boggabri seems to have escaped the red brick plague and

most modern buildings are sympathetic to the style of the area

Branding Boggabri is branded as the “little town with the big heart”

This positioning appears on the town entrance signs, main street banners and in the Boggabri Community Guide

There is a logo which features cotton, wheat and sheep used on the Community Guide

The Narrabri Shire logo is also used on town entrance signage and local marketing material

There is no logo or branding associated with the Boggabri Business Promotion group

Visibility/Signage As the main street is not visible from the highway most visitors would rely on a

drive by to identify what mix of businesses are represented As not all businesses are well signed it is difficult to identify the retail mix

from the car The level and quality of signage varies throughout the town

Businesses such as the IGA and Boggabri Butcher have strong signage The Boggabri Meats ute and refrigerator unit is also highly visible

The RSL Club has a large billboard at the entrance promoting their services Pete Brien Plumbing has very strong signage which represents the core

plumbing business but not the second hand book and gift business which most passers-by would see Books are promoted with a window sign

Some businesses have little or no under awning signage which can give the impression that the business is closed or not operating


This is compounded by the number of vacant buildings and can make the main street feel more in decline

There are one or two businesses with no signage at all which is confusing for the visitor

Individual businesses have made an effort to improve their visibility with flags, A boards and signwritten vehicles

There are opportunities to improve signage and promote the services and products on offer in Boggabri e.g.

The café signage is lower than usual and there is potential to add signage at awning height

Some businesses have under awing signs but have ignored their above awning space which can be seen by passers-by and pedestrians on the opposite side of the street

Replace temporary signage with permanent signs On the highway Grab & Go has very visible signage and Boggabri Apartments

stand out with their use of neon signs With the exception of Hassabs and Wadette’s Hair, most businesses that have a

“two in one” retail concept do not promote this with signage

Ambience Boggabri has a relaxed village feel For the visitor there is a comfortable, unpretentious feeling The main street feels friendly and safe

Streetscaping Pavements are wide and generally easily accessed although uneven in some

places Established trees are supplemented by a number of planted garden beds There are timber planter boxes outside a number of retail outlets but most of

these are empty or have just a few struggling plants Are these retailers or Councils’ responsibility? It was mentioned that retailers are waiting for planned streetscaping

project Other streetscaping features include

Timber surround rubbish bins Timber slat seats

Residential properties appear to be neat and tidy with well-maintained gardens

Retail Mix Boggabri has a relatively small number of businesses but business owners have

been very proactive in filling gaps in the product mix and most offer products or services outside their core range. This indicates that the retail business owners are aware of local needs and willing to adapt their products and services to keep locals shopping in town

This “two in one” approach is unusual, in most smaller towns you might find one proactive retailer but here almost every business has diversified

Two in one concepts include Newsagent/saddlery/videos Clothing/gifts/hair salon Hardware/men’s clothing/freight/garden centre Pharmacy/toys Roofing/Plumber/books The Supa IGA concept with deli, liquor and supermarket also meets the

majority of local needs


In some cases these two in one concepts are “hidden” or not promoted to the wider market

It is assumed that locals will have discovered what’s available but visitors and part time locals such as CIVEO Village residents would not be aware of products or services

For instance, The Commercial Hotel does takeaway meals and pizzas but this is not promoted externally

Boggabri is well serviced for daily needs but realistically locals will probably travel to Narrabri or Gunnedah for their weekly shop and major purchases

The town is also well serviced with a hospital and health providers There are no traditional “browsing” shops but the bookshop and Hassab’s fashion

centre would appeal to visitors The Simplicity Café is the only traditional café in the main street but the eating

mix is strengthened with takeaway options from Grab and Go and Gilwest Service Station who were extending their takeaway food section at the time of the site visit

Grab and Go seem to be the “go to” place for breakfast opening at 4.30am and specialise in bacon and egg rolls

They open early for the mine and trades workers Simplicity Café has a wide range of products and offers daily specials

The café is open 6 days The owner is also trialling evening meals

Evening and daytime meals are available at Commercial Hotel

Pizza Royal Hotel

Pizza Boggabri RSL

Chinese Restaurant Boggabri Bowling Club Bistro

Accommodation in Boggabri is limited to the hotels and The 3 star Nestle Inn There are new Boggabri apartments but anecdotal evidence suggests these

tend to be long term rentals to mining workers They do not appear on accommodation searches

Accommodation is often booked out by mining and associated trades workers

There is a small council owned caravan park with limited facilities

Product Mix The majority of stock in Boggabri outlets is targeted towards the local market

This is totally understandable but retailers may be missing opportunities to target new segments such as the “part time” locals at Civeo Village and other trade visitors associated with the mining industry

Stock levels in some outlets were low which could indicate that the businesses are struggling or have more retail space than they can afford to fill with stock

In a number of outlets there is some evidence of stock that seems to have been on the shelf for some time

It is possible some of this was “inherited” when a business was purchased In some categories such as toys and gifts, similar or same style items are carried

in more than one outlet Stock in some of the shops sends “mixed messages” as if the retailers are not

sure of their target market


Stock in the outlets specifically targeting the local market tends to be traditional and conservative in nature and there appears to be an assumption that most customers are price shoppers.

Retail skills Retail skills vary greatly amongst local businesses The quality of window displays ranged from good to very poor. Some of the

most common issues include: Dirty windows or faded window displays that hadn’t been changed in

months Faded or old stock in the window Poor lighting or lights turned off in window displays Little or no stock in the window Stock in the window that was not representative of products within the

store. Merchandising also varied amongst outlets. Some of the most noticeable issues

were: Fixtures and fittings screening the view of stock Stock not arranged in a logical or easy to find way Little or no directional signage Messy shelves Lack of branding for the outlet within the shop Lack of directional signage and branding within the outlet.

It is difficult to judge customer service on one visit and it is likely customer service varies from outlet to outlet. However businesses seem to be providing high levels of customer service and are outwardly friendly to both locals and visitors

Tourism/Visitor Potential Boggabri has limited potential as a traditional tourism destination due to its

proximity to the larger towns of Narrabri and Gunnedah, lack of accommodation and local tourist attractions

There is an Historical Museum but it is only open on request There is also a honey farm but it is not clear whether this is open to

visitors There was no obvious promotion or sales of the local honey in local

retailers There is a very strong visitor and temporary local market driven by the

development of mining in the region, seasonal work at the cotton gin and workers at the Hospital

The Civeo Village housing up to 500 workers recently opened in Boggabri creating massive potential for existing businesses to tap into these part time locals

Although The Civeo Village has a convenience store, Zest Eatery and gym workers appear keen to explore the local community

Not all of these visitors have transport which can be an issue as Civeo Village is 2 kilometres away from the town centre

A large number of rental properties in the area are also leased to managers, workers and contractors staying for long periods in the area

Marketing Boggabri has a community guide which was produced in 2013

This is promoted on the Visit Narrabri Tourism website Boggabri has a local weekly newsletter which is distributed free of charge to the

local community


This is produced by the owners of the Post Office Copies are also delivered to The Civeo Village

Boggabri is included in the Narrabri Shire booklet with the area featured as a day trip including Boggabri Historical Museum, Gin’s Leap and Nelson’s Honey Factory, Shire Eateries Guide

There is a comprehensive Heritage Walk This was not available in town at the time of the site visit but was found on the

visitnarrabri website There does not appear to have been any proactive marketing of Boggabri in

recent years The Boggabri township does not have high online visibility There is no website for Boggabri

Except for the site used to promote the Drovers Camp A web search (Google) of Boggabri brings up

Mining news stories were top of the page followed by Whereis Map Real Estate.com Boggabri Coal The MAC Camp (Now Civeo) Boggabri.com.au was the 6th listing followed by Narrabri Shire and

Australia Post Boggabri.com.au appears to be a site hosted by the Lions Club to promote

the Drovers Campfire This means the Boggabri domain name or URL is not available to other

groups or organisations A search for Boggabri Business showed

The Boggabri Community Guide on the Visit Narrabri tourism site Details of the Boggabri Business Promotion Association Local Business Directory A Courier story re the BPA response to the Civeo Village

A search for Boggabri Accommodation showed First page listings for trip advisor, visitnsw, realestate.com, visitnarrabri

and aaatourism Businesses with Google Place Pages listed included

Commercial Hotel MAC Boggabri Village (Now Civeo) Royal Hotel Nestle Inn

Boggabri accommodation appears on the Kamilaroi Highway website but not as one of the featured towns

The search would suggest a large number of local businesses do not have websites and those that do may not have their site Search Engine Optimised

Although the Boggabri Promotion Association were mentioned on websites appearing in searches they do not have their own website

Events Boggabri hosts a number of events including

Drovers Campfire Weekend and Camp draft in April Wean Picnic Races in July October Garden Expo Christmas Carnival


Boggabri Focus Group A meeting of local business owners was held on March 12th 2014 from 6 till 7.30pm. Participants were selected business owners from the area including retailers and service businesses. This was an opportunity for local business operators to have their say about the marketing of the area. They also provided valuable insights into the profile of locals and visitors to the area. This session helped identify the issues that need to be addressed before marketing can begin. Attendees included representatives from: Boggabri Pharmacy Allmac Electrics Jacob & Anderson Pete Brien Plumbing & Roofing Hassabs Fashion Centre Boggabri Post Office

The group was given the background on the Township Marketing plan and then asked a series of questions in relation to Boggabri. Responses to questions and issues are as follows. Please note that these are the opinions of the participants and do not necessarily reflect the opinions of the consultant.

How would you describe the local market? Traditional local market is farmers

Predominantly cattle and cropping There is a significant aged population with a mix of self-funded and fixed income

retirees Some people have moved off the land and into town Boggabri Home for the Aged

There is an increasing number of young families in town School enrolments are the highest in 60 years

Mining staff and workers Tend to rent rather than purchase as they are time focused working 12

hour shifts Rents have increased due to the shortage of accommodation for the mining

sector which is pushing families out of the market There is strong demand for investment properties in the $180 - $250k

bracket due to strong rental return Demand has increased significantly since Christmas

There are a large number of “part time” residents Fly in fly out workers in mining and related industries

Large numbers of these are staying at the Civeo Village in Boggabri Seasonal workers at the Cotton Gin Allied health workers at the hospital Contractors working on local projects Protesters associated with the Whitehaven mine protest

What are the “gaps” in products and services from a local perspective? Child care centre


Aged accommodation Bakery Restaurant

How would you describe the visitor market? Grey nomads and wanderers travelling in the area

These people tend to stop off rather than stay in Boggabri People visiting friends and relatives (VFR) People accessing health services They can get in easily Truckies who find it easier to park in Boggabri Events visitors

October Spring Fair People attending Races Drovers Campfire Weekend in April Wean Picnic Races in July People attending Pony Camp and Camp Draft events

What are the “gaps” in products and services from a visitor perspective? Caravan Park Clean toilets Browsing shops

What do you think attracts people to Boggabri? Friendly, genuine town

Straight talking Solid

Easy going laid back lifestyle You can get involved It’s safe and secure Flat and flood free Cost of real estate compared to other areas Proximity to employment Not too far from major centres Great facilities

Golf course Tennis Skate Park Precinct New hospital

It is a proactive town that gets things done Excellent health services for the elderly and families

Hospital 3 doctors Chemist

What do you think are the key issues for Boggabri? The CBD can’t be seen by passing traffic

Traffic flow is an issue Park on main road looks attractive


No pathway from the toilet block to the main street Need to build a strong relationship with Council

Need quick answers to development issues and an earlier response Would like to develop an action plan with Council and build connections so

everyone knows what we are doing Accessing residents of the Civeo Village

Transport from the village to town RSL and The Royal Hotel are providing transport Need good food to attract part time residents

Parking for caravans and RV’s It’s hard to predict the needs and demands of the market Potential from the upgrade of Grain Valley Road from Mullaley to Boggabri which

will bring more tourist traffic Bringing more industry to town with sale ready blocks and good road access We are reliant on the same few people to get things done


Key Issues and Opportunities Boggabri has been positioned as “the little town with the big heart” but in terms of development for the business community it is “the little town with the big opportunity”. An influx of workers and part time locals using Boggabri as a base for their work in surrounding mining and cotton industries has and will continue to change the face of Boggabri. The Civeo Village just 2 kilometres from the town centre has the potential to house 500 plus workers which is almost half the current population of 1100, rental properties in town are being snapped up for managers and contracting staff and anecdotal evidence suggests that developers are looking at a number of sites for apartments and motel style accommodation. Like most regional towns, locals will have different concerns about these part time residents but for local businesses they can be an opportunity to broaden their target markets and add valued services for both part time and full time locals. Tapping into new markets whilst maintaining the loyalty of locals presents both opportunities and challenges. Based on the retail review of Boggabri the following key issues have been identified:

Lack of connection between the highway and town centre As passing traffic increases on the Kamilaroi Highway, Boggabri is missing opportunities to pull visitors into the main street. Confusing signage, no visual sight of the main street and the lack of a walkway between the park and adjacent main street make it almost impossible for passing traffic and visitors to discover the different businesses in Boggabri. This is particularly relevant for business related traffic that may not want to stop in busier Narrabri or Gunnedah to fill a prescription, post a parcel or pick up urgent hardware supplies.

Changing population profile The profile of Boggabri residents has changed in recent years and is likely to continue to change as it becomes a preferred location for people who need accommodation near work or want to live in a more rural setting and commute to larger centres such as Narrabri or Gunnedah. Demand for property remains high and there are an increasing number of young families moving into the area. Businesses in Boggabri need to stay abreast of these changes and share information on the emerging population trends in the area.

Potential for the development of product mixes specifically for target markets Local business owners seem well aware of the opportunities from targeting The Civeo Village and other part time residents and are keen to welcome new patrons and customers. However, most don’t seem to have tailored their products or services to potential clients. Many are simply offering the same products and services they have always provided. This may be because they are not sure what is needed or do not want to put off/alienate the local market. Part time residents and contractors may have different needs and wants to locals so business owners may be missing opportunities to introduce new products and services, change pricing models or operate differently. There is also evidence that businesses that have changed to meet demand have been successful e.g. Grab and Go and Gilwest have both extended their trading hours and focused on takeaway dishes for hungry workers.


A need for a coordinated approach There is potential for local businesses to work together to promote a complete range of products and services rather than all approach employers and accommodation providers separately. Traditionally, major companies and employers moving into an area are keen to support local communities but often don’t have the internal structure to deal with individuals and smaller businesses. A well prepared and coordinated approach will make it easier for major companies to engage with a business community.

Developing a strong relationship with Council and stakeholders Boggabri is fortunate to have an established, proactive Business Promotion Association that has a great track record for developing initiatives. It will be critical for the success of Boggabri businesses that the committee has as much support as possible from Narrabri Shire Council and builds a strong working relationship with the Economic Development section.

Skills development Not all business owners and managers in Boggabri have formal training or a background in retail or hospitality. A skills development program that gives business owners access to information and training on topics such as merchandising, marketing, financial management and benchmarking, online and social media marketing will help reduce risks and capitalise on opportunities. Some business owners would also benefit from mentoring or specialist industry support.

Implementing ideas and concepts Although the Boggabri Business Promotion Association is very active, like most small Chambers of Commerce it is limited by funds, number of members and time available to implement initiatives. It will be important to ensure that the introduction of new initiatives is staged or staggered so it does not cause burnout for the most active members of the group.


Target Markets Target Markets for the Boggabri business community include:

Current residents New residents Passing traffic Worker and contractor traffic Tourist traffic

Part time locals Civeo Village residents Rental property residents Apartment and motel guests Cotton Gin workers Resource workers Grain Depot truck drivers


Consolidation Overview There are usually two phases to marketing a business community. The initial phase is to consolidate the offering to the target market, decide on the market positioning and develop any necessary marketing collateral. Once a direction has been established the business community can then actively promote to its target markets. This “consolidation phase” usually takes several months and, if possible, should be scheduled during quieter months for the business community. Most of the recommendations for Boggabri are not major, so the community should be able to commence active marketing towards the end of 2014.

Consolidation Initiatives In the coming years the face of Boggabri will change as new residents continue to move into Boggabri and surrounding areas. Some will only stay a matter of months whilst others will become longer term residents. Younger families moving into the area are often looking for community connections and better quality of life for their children. This group are usually keen to support local businesses but may have different expectations, needs and wants to the existing market. They are often environmentally conscious and if they have come from a city will still expect great coffee, healthy foods and exceptional levels of customer service. New employees or contractors working in the area may not be aware of the products and services on offer and will need encouragement to support local businesses while visitors to the town will need a range of activities and shopping experiences to hold them in town for as long as possible. Retiree populations will also change significantly. Although many of these new residents may be 60 plus they will have very different attitudes and attributes, needs and wants to the existing senior citizen market. Prior to actively promoting Boggabri to target markets, there are several areas that will need to be improved, upgraded or consolidated.

Main Street Visibility In the medium to long term there is potential to review existing signage and lobby Council and RMS for improved directional signage including adding “distance” to the Boggabri main street and shopping precinct. However, this will not improve the actual visibility of the retail centre so, if possible, the town needs to bring images of the main street to passing traffic.

Give passing traffic a snapshot of what’s on offer with a billboard, large sign or mural depicting the town centre. There is an existing billboard at the Gilwest service station and there may be potential for another sign on this property.

Alternatively, there may be space for a sign or mural on a privately owned or Council owned building on the highway, in the park or on the backs of retail buildings facing the main road.

Ideally this sign should be as large as possible and consist of a picture or montage of pictures promoting the main street.

Billboards promoting South West Rocks and other communities on the North Coast are a good example of this approach as they entice people off the highway for a scenic detour

A smaller sign or signs could also be erected in the park area to promote the business precinct and show pictures of the main street

Posters in the toilet facilities can be an effective way of cross promoting the main street to visitors


Depending on Council plans for future gateway or town entrance signs, the existing signs could be upgraded to include a large photo of the town centre plus the positioning statement “Little Town with a Big Heart”

Consult with Gilwest service station and Grab and Go to see if they will display “postcards” showing the town centre and promoting the retail mix

These can be displayed in a Perspex brochure holder or rack

Online Visibility There are a number of ways Boggabri can improve their online visibility and increase their Search Engine rankings

Approach the Lions Club who appear to be the owners of www.boggabri.com.au to see if they would be willing to also carry general Boggabri information on the website. This could include accommodation, updated business directory and other information which would be useful to visitors attending the Drovers Camp

They may be willing to let a third party administrate the site out of event time

Increase local content on websites such as Visit Narrabri and Kamilaroi Highway Route

Update the Wikipedia entry for Boggabri There is potential for Boggabri Business Promotion Association to drive online

visibility with their own website which could become a collection point for local information e.g.

Business directory with links to individual businesses The site could provide website pages for this businesses without

websites Updated community Guide Eating out and accommodation information Events directory with links to relevant websites Tourism information e.g. Heritage walk The site could also be used for members to keep them up to date with

news and meeting information and minutes An Association Facebook page would also help Boggabri online visibility as it

boosts Search Engine Rankings (see below)

Connectivity A key challenge for the Boggabri business community is finding and building relationships with the part time local population of workers. Social media is an ideal way to cost effectively connect and build relationships

Social Media Boggabri Business Promotion Association could see if they can take over the

existing Boggabri Facebook page or set up another which can be used for communication between members, locals and town visitors

There is also potential to create a Boggabri Promotion Association Google Place page which is very effective for promoting local businesses and ensuring they appear on the first page of searches and on Google Maps

Phone App There is potential to position Boggabri as innovators by creating a town app for smart phones. Although in their infancy, these locational apps have traditionally been used for the tourist market but there is a great opportunity to also provide information to part time locals and work related visitors to the immediate area.

An app would be particularly effective for Boggabri as it would:

Provide locals with easy to access information e.g.


Sporting fixtures Meeting times of service clubs and community groups Health services – visiting specialists

Provide part time locals with up to the minute information including Trading hours of businesses

Daily menus Food outlets - who’s open when? Entertainment programs or activities Non main street services e.g. laundry Health services Special offers Promotions Bus services into town

Provide as needed information for passing traffic Location of parks and toilet facilities Church service information Opening hours and specials for cafes, pubs, clubs and takeaway Service station information Accommodation information

Features of the app could include

A Search function by category, name Eating out guide Special offers from individual retailers Details of promotional campaigns Vouchers that can be presented in store Events information including Drovers Camp, Spring Garden Expo or Christmas

Carnival Sporting fixtures including camp draft, pony club, tennis, swimming, golf,

fishing Rugby, cricket etc. Club membership details

What to do at weekends information Existing tourism products e.g. Museum, local sights

An app could become the major marketing tool for the area without the need for as much printed material.

To maximise the effectiveness of this tool it should be a joint project with all local businesses so users have a complete picture of what is available in the area.

Like the website, it will be important that all businesses are listed at no cost. There is potential to generate revenue through fees for additional interactivity such as links to website, posting of special offers.

There may be an opportunity to partner with the publishers of the Boggabri Weekly to package both newsletter and app services.

There may be potential to source funding or sponsorship for both the website and app development.

Main Street Accessibility A pathway or trail that connects Middle Park to the main street will make it much easier for travellers and passing traffic to “discover” Boggabri businesses. During the site visit there was some talk that funding may be available for an arts based project featuring family pavers. Other small towns have successfully used arts projects to lead visitors around a precinct or area these include:


Gulargambone promotes the Gulargambone Galahs which are corrugated iron sculptures that hang from light poles and appear in paddocks on the approaches to town.

Shepparton in Victoria have 30 plus life sized cows strategically placed across the shire.

These have been decorated by local artists or sponsored by businesses and all have different themes such as “How Now Brown Cow” and floral cow.

The small town of Merriwa in NSW has taken a clever approach by capitalising on an existing arts project that created quirky letterboxes out of farming equipment. They are planning on expanding the project with each main street business sponsoring a letterbox e.g. the butcher has a “cow letterbox” and the baker has a “loaf of bread letterbox”. These letterboxes will become an integral part of retail promotions with pop up signs and act as Santa Letterboxes during a Christmas Shopping Campaign

Signage Signage in Boggabri needs a make-over to increase its effectiveness and appeal to locals and visitors. This will require some negotiating and discussion with building owners and business owners but a few basic changes will have a major impact.

Revitalise Signage A review of directional signs to indicate those that are misleading or confusing Remove those that are confusing Where possible replace with clearer signs that are more direct e.g. remove sign

at Narrabri end of Merton Street/Kamilaroi Highway and replace with a larger sign at the intersection of Brent Street and Wee Waa Road

If main street is not visible add distance to shopping precinct to overcome perception that shopping area could too far away

Undertake a “snapshot” audit of all highway and main street signs and retailer signs to identify

Redundant signs e.g. businesses no longer operating, road signs, old parking signs

Signs that cannot be read clearly from the road because they are too small or too cluttered

Handwritten signs Lack of signage on façade or under the awning Signs that are misleading Signs that can’t be seen because they are blocked by other signs or foliage Optimum positions for any new or replacement signs

Remove or replace unsightly signs Negotiate with building owners to remove or paint over redundant signs Negotiate with council to remove any redundant signs Repaint handwritten or cluttered signs so they will be more effective for

the business Reposition signs that can’t be seen

Identify which businesses would benefit from under awning or front of awning signage

Realistically this will be a difficult recommendation to implement or enforce, but a letter to the relevant businesses explaining the reasons behind this strategy may encourage some business owners to comply In some communities these type of streetscape initiatives have been funded with a dollar for dollar subsidy e.g. $500 for each business to upgrade signage, repaint shop front or introduce an A Board. Offices or commercial businesses that already have or don’t need signage could use this subsidy to upgrade windows or beautify their building e.g. add awnings to soften a harsh exterior.


Retail Mix Revitalising the retail mix As there are 5 vacancies in the business precinct so there is potential to actively change the retail mix.

It is recommended that the Business Promotion Association and Economic development section from Narrabri Shire Council work together to fill “gaps” in the retail mix and drive future development in the retail sector.

This would entail developing a retail mix “wish list” and working with local real estate agents to develop a strategy for improving the retail mix. This approach would involve: Setting up a group to develop a hit list of businesses that will fill gaps and appeal

to the changing demographic of Boggabri Reviewing main street vacancies to identify properties available Contacting property owners and real estate agents to see if they would agree to

proactive marketing of their property Details of property owners can also be useful when marketing the need for

signage or building upgrades Working with real estate agents to identify appropriate or preferred use for

premises. Working with real estate agents to develop property profiles for each vacancy

including the Associations recommendations for usage These profiles could also be available as PDF’s or “slide shows” on the real

estate website This approach has the added benefit of giving potential owners or tenant’s confidence that they are meeting a need in the town and will have the support of other businesses.

It is important to note that new businesses may already have a “link” with Boggabri. Potential business owners could be partners of people relocating to the area for work, someone with family members in the area or people on holidays in the region. For this reason it is important to promote the fact that Boggabri is looking for new businesses in as many areas as possible. Tactics might include:

Developing a retail (or business) opportunities prospectus for the town Promoting the prospectus on the council website, in council newsletters (if

available) or rate notices that are sent to local residents Placing card sized messages re retail gaps in real estate agents windows in

Boggabri and surrounding towns Using signs or displays in the windows of vacant shops to identify possible

usages

Product Mix The simplest and easiest way for individual businesses to increase revenue and profit is to tailor their product and service mix to suit the changing market. Retailers already have a track record of introducing “two in one” concepts for the local market and there may be more opportunities to trial new concepts/ideas targeted at the part time local/contractor market, seasonal workers, the growing family market and the changing retiree market. For the “two in one” concept to work there must be: Enough retail space to make the concept viable A visible difference between the two concepts from the shopper’s perspective A demonstrated demand for the product lines

Existing examples in Boggabri include


Hardware, freight agency, garden centre, manchester, work/safety gear and a range of menswear

Fashion, gifts and hairdressing Newsagency and saddlery Supermarket, deli, liquor

Examples of this concept working in other communities include: Hairdressing and craft/gifts Sweetshop and coffee shop Hardware and appliance retail Homewares and cooking utensils plus coffee shop Beauty salon and chocolates/sweets Fabric shop and shoe store Coffee shop and bookstore Plant nursery/gifts/café Trophy store/sporting goods

To meet the needs and wants of residents, employees and the visitor market, businesses will need to review their product ranges and introduce new products or upgrade existing product ranges. For instance, stock wholegrain bread in addition to white bread, carry more products for young children, stock “up market” skin care or cosmetic brands or add to the range of eat in and takeaway foods. As the profile of workers change there will also be significant opportunities for cafés, clubs, pubs and takeaway outlets to add items to their menus for instance Early weekday breakfasts for workers Hearty pies and soups Take home meals Sunday lunches

Before introducing new product ranges individual owners should research product demand with existing customers. This can be done informally by chatting to regulars or more formally with questionnaires or a “focus group” discussion with target customers. A facilitated group discussion could be promoted as an initiative of the Boggabri Promotion Association in conjunction with the Councils Economic Development section. A group discussion will enable business owners to share information on market need and wants, likely demand and possible product categories for new markets. Open and honest discussion will also ensure there is minimum duplication of suppliers and products for example, if more than one outlet decides to stock gifts the ranges would be markedly different. As a result of discussions some retailers may choose to test this market with ranges of higher priced product. Any new products/concepts should be tested for a minimum of three months. It should be noted that creative merchandising and display of higher priced or boutique products is critical and they should be grouped together rather than mixed in with standard fare. In-store promotion such as sampling will also help increase awareness of the new lines. To maintain local spending, retailers should not attempt to compete solely on price but promote quality, product knowledge and customer service. Local businesses can build loyalty with the local market by: Tailoring their opening hours to meet the needs of the local community. Some

businesses may be able to adapt their hours to meet the needs of commuters to larger towns. For instance, a butcher in a similar community encourages local residents to email or text their order and he has it ready for pick up when they return to town, this means closing 30 minutes later


Researching products that customers would prefer to buy locally and tailor their product ranges to suit, this is particularly important for fresh foods and perishables, which many people prefer to purchase locally

One regional supermarket introduced a suggestion board where shoppers could fill out special requests and the retailer then responds to their request

Improving customer service so there is a loyalty that holds the shopper to the local area. It appears that the level of customer service in Boggabri is already high but there may be opportunities for new initiatives such as wish list boards, loyalty cards or promotions.

One regional community encourages part time residents with weekenders and small properties in the area to spend their money in town. It was noticed that many weekenders who travelled to the town on Friday night were stocking up with groceries at a major centre on the way. The local supermarket encouraged these residents to email or fax their supermarket orders, which are left at one of the local pubs for collection

This strategy had the added advantage of introducing the weekenders to locals at the pub

It is also important to note that cafés and food outlets play an important role in building local loyalty. Good coffee, interesting food and pleasant environments lead to “word of mouth” referrals which encourage locals to eat in town or meet friends in town and then go shopping to support other retailers. Local retail staff also respond well to informal bonuses like delivery of coffee during quiet times or being able to bring in their own mug for a fill up. Some cafes build local loyalty by targeting specific groups in the community; some examples include: Coffee club for young mums (or retirees) offering a coffee and cake special between 9.30am and 11am, Frequent Flyer bonuses for regulars e.g. buy five cups of coffee get one free or seniors specials and coffee club. Some cafés also promote take home meals such as lasagne or quiche and salad towards the end of the day for the local retail and business community, workers living in rental accommodation or time poor, busy mums.

Streetscape Boggabri already has an attractive streetscape but there is potential to improve the impact with more colour and personality. Initiatives could include:

Increasing the number of Boggabri flags These are currently displayed at the ends of the main street but could be

continued along the retail precincts around Merton and Brent/Laidlaw Streets. Additional flags could promote Retail mix, browsing shops Cafes Heritage walk Local events Community programs

These flags could be supplemented or replaced during the year with flags promoting major events or promotions

Planting the street planters or personalising for each retail outlet These may be due for replacement as a part of a mooted streetscaping

project A Boards (or sandwich boards) are a way that individual businesses can add

branding and character to the main street. Local retailers already use A boards in the main street and there may be potential to add the town logo/positioning statement to existing boards using stickers or corflute panels

Alternatively, A Boards could become an even stronger feature of the main street with retailers participating in a community arts or school project to design A Board shells or templates for the retail community.


A boards can also be used to promote special events or retail promotions There is also potential to improve the look of the vacant properties in the short

term. Depending on the owner or agent it may be possible to use the windows to promote the town or upcoming festivals. Initiatives could include:

Local school project e.g. I love Boggabri murals Display pics from photographic competition e.g. A Day in Boggabri

This can be a great way of generating pictures for websites, Facebook and marketing collateral

Display of local artists work with a local theme Promotion of upcoming event or festival Local sporting clubs and events

Window Displays Window displays and store signage are vital to attract newcomers to town and convince passing traffic to stop and spend time in Boggabri. At an individual shop level, improved window displays would enhance the image

of the area and increase revenue for individual businesses. I would recommend a practical seminar for local retailers with additional in-store

advice for interested outlets. This seminar could be followed with a window display competition, which will provide some fun and allow participants to show off their newly learned skills. Additional mileage would be gained from running a children’s competition where children gather clues to a puzzle from the window displays

It may also be possible to involve local (Narrabri) Tafe students or New England Uni students studying design or retailing to practise their skills with a project in Boggabri. This gives local retailers some inspiration and identifies potential visual merchandisers for ongoing projects.

Another area that could be improved is in-store signage and display. In some outlets stock was not laid out logically and there was a lack of directional signage. This is a topic which could also be addressed in a display and merchandising seminar

Food Outlets One of the most significant opportunities for local businesses is providing food, alcohol and entertainment for the workers and part time locals. Even though The Civeo Village has its own facilities, experience in other towns has shown that village residents like to frequent the local town and support local businesses. There is potential for all the cafes, takeaways, clubs and pubs to work together to: Develop a roster so that all nights are covered Discuss entertainment and develop a program that allows all venues to pull

maximum numbers and “own” a regular event e.g. one pub may have a sports night, another might feature entertainment in the beer garden on Sunday afternoon, a café may open one night a week for pasta specials, a club might host a cocktail event on Fridays etc.

Discuss menus and potential for each outlet to have their specialities Identify opportunities for takeaway and take home foods Jointly advertise and promote the food and entertainment offering in Boggabri

Marketing Material Existing Where possible existing marketing material should be migrated to an online environment such as website or app where it can be delivered more cost effectively and is easier to update. This includes: The Boggabri Community Guide


Boggabri Heritage Walk

New If it is not possible for Boggabri to develop an app or website the Boggabri Community Guide will need to be updated. There will also be a need for marketing material to reach the part time residents and workers market. This would include:

Eating out and entertainment guide Services guide Events and sporting club guide The local business community should also look at creating an “information pack”

for motel room compendiums, rental properties, apartments and Civeo Village rooms. This pack could include:

Promotion of all the eating options including opening hours of businesses Promotion of individual outlets A business directory

This information can also be made available at the outlets providing Visitor Information

Product Offering for Part Time Locals It is much easier for the major employers, contractors and accommodation providers to deal with one representative group and see at a glance the range of services offered by the town. The first step is to form a working group representative of the overall local business community. (This may be the existing Boggabri Business Promotion Association) Key categories to be represented would include trade, machinery and motor services, accommodation providers, food outlets, health services providers and key main street retailers such as the supermarket. The group should

Identify the key decision makers with access to target markets. These could include:

The Civeo Village manager/guest relations manager HR Managers for coal companies Managers of major works projects Site manager at Cotton Gin or GrainCorp

Establish contact with the decision makers to let them know that there is an active business group in the town

These connections may already exist Develop a product offering for each of the decision makers e.g.

Local contractors available for subcontract work Accommodation available for consultants and work teams Town services available e.g. pharmacy, health services, post office, work

gear Laundry and cleaning services Tool supply and repair Mechanical services Food and entertainment options Evening meal options Breakfast and lunch options

This could include a snack truck or delivery service to sites with high traffic e.g. grain silos

Seek feedback or conduct research on likely demand for products and services Where possible businesses should also look at working together and package

services to spread the dollar and make it easy for part time residents to use local business services

Once the “offer” has been developed the group should create a “prospectus” which can be used as a marketing tool and distributed to key decision makers


An App can replace the prospectus but would need an accompanying introduction/marketing document

Skills Development Skills development seminars and one-on-one consulting are both effective ways of improving retail skills.

Financial As some retailers are new to their business or have been struggling, it is important they have access to good advice on financial management so they can capitalise on opportunities. Workshops or webinars in small business financial management could provide business with owners a clear understanding of basic principles. These should be followed up by one on one coaching or mentoring. Tamworth BEC or the NSW Small Biz Connect program may be able to assist with these services.

Retail Skills Retailers would benefit from a workshop and one on one advice on window

display and visual merchandising Destination outlets may benefit from a workshop on E-Marketing or a chance to

work with a consultant with expertise in databases, online sales and marketing

Food and Beverage The food and beverage operators would benefit from a visit from a consultant who can assist them with: Developing profitable menus Consistently producing quality product Capitalising on the worker market Creating a distinct positioning for each outlet through menus and pricing Food presentation Skills to help kitchen and wait staff cope with increased volume

This consultant may be sourced from Sydney or landmark operation in a regional centre where there are chefs/business owners who are qualified to carry out this work. The food consultant visit could be the focus to generate a meeting of local operators. Although it is a challenge, it would be ideal to get the food and beverage suppliers together to discuss key issues such as:

Consistent opening hours Menu ranges Opportunities from any gaps in the market

Mentoring Newer business owners may benefit from ongoing mentoring and support. It may be possible to match established operators in Narrabri or Gunnedah with business owners in Boggabri.


Marketing and Promotion Local Residents It is easy to assume that locals already know what is available in town but most follow specific “ant tracks” when they come to town and visit the same businesses in the same order on each trip! There are a number of initiatives that can encourage them to keep connected with local businesses and spend their dollar locally.

Shop Local First Boggabri needs to keep locals spending as much as possible in town. To be realistic, locals will continue to purchase in Narrabri, Gunnedah and other larger centres, but a “Shop Local First” campaign can be an effective way of maximising revenue from locals. Ideally, shop local campaigns should run two or three times a year during peak or shoulder retail times. To keep these promotions fresh you can look at different styles of promotion; these include:

Loyalty Rewards This simple concept runs three times a year. For every $5 customers spend they receive a ticket for a prize draw. The prize can be tailored to suit the needs of the community but can range from a donated holiday to cash prizes, which would typically be first prize $500 - $1,000 and second prize $200 - $500. At peak times like Christmas a large number of smaller cash prizes can be offered. Although effective, this promotion has a major disadvantage in that there is no guarantee the winnings will be spent in town.

Shopper Dollars Concept Over a period of 2 - 3 months every purchase in Boggabri earns Shopper Dollars. These dollars can be called Boggabri Business Bucks or Dollars to give the promotion a local flavour. Typically you would earn 10%, or $1 for every $10 you spend. These dollars can either be redeemed at participating Boggabri businesses or used to bid at an auction for goods and services provided by local businesses. The auction goods should include one major prize, which will provide the incentive to attend the auction. A local auctioneer or celebrity can be invited to run the auction This promotion should be an ongoing campaign run once or twice a year Timing should be tied in with optimum trading times such as Christmas Promotion of the event can include:

Advertising in local newsletter Window banners or posters in each retail outlet Street banners Window display competition To maximise the impact of the promotion you can also consider a

community service angle where a percentage of the dollars raised go towards funding a program that will help a local group

The auction can also be the central focus of an existing festival or tie in with a Christmas retail promotion.

Retail Promotions Major promotions may be too time consuming or difficult in the short term but simple joint retail promotions are also an effective way of keeping locals interested and active in the main street. These are quarterly events where all retail outlets theme their stores and run “in store” promotions. These promotions should not all be discount or bargain focused and should capitalise on existing events where possible: Sports Saturday where retailers all deck out their shops in the local team colours

and invite local sports stars to sign autographs or run sports clinics in the main street


Christmas sales or promotions. This could tie in with a Christmas tree, Christmas lights or a Carols by Candlelight campaign

Drovers Campfire Weekend where stores have locally themed window displays, special campfire menu items and extended trading hours

Crazy Day with sales tables outside retail outlets, spruikers and super specials Spring Garden Expo with potted colour throughout the main street, promotions

and gardening advisors on site School Holiday Kids Day with kids meals, competitions, lucky dips for children,

buskers etc. This promotion could also have a charity component where retailers collect cash or goods for a local children’s charity

Advertising There is potential to actively promote the benefits of shopping in Boggabri to the local residents through regular advertising: A weekly “Shopping Around” column in the local newsletter that promotes new

retailers, new services, staff changes or new stock Another approach would be to profile a specific retailer in each spot or

column The local newsletter may be willing to discount space or this could be subsidised

through a contribution by those businesses promoted This could be presented by a local personality to emphasise the local

connection

Launch of Website and App If the Promotion Association decided to develop a new website and/or app these can be the focus of a local area marketing campaign to generate interest and publicity in the local community. Marketing initiatives could include:

A launch function in the main street This will also generate local publicity

A postcard drop to surrounding areas Advertising posters in all businesses Handout of postcards or quirky promotional flyers during peak periods in the

main street e.g. late afternoon Retailers could also place the postcard or promotional flyer in all bags or

hand to customers over a two to four week period Cafes and takeaways could place postcards or flyers on tables for a two to four

week period Facebook campaign

New Residents A New Residents pack is an ideal way to target newcomers to the area. The pack could include:

A welcome letter from Promotion Association, Narrabri Shire Council and local businesses

Links to the website and app Community Guide Value add offers from individual businesses e.g. free coffee with your first lunch

order at a cafe. Free gourmet sausages with your first meat order. A simple fun flyer on “tips and tricks for locals”; this might include anything from

opening hours of the supermarket to information about favourite picnic or fishing spots or the best times to get a booking in a favourite cafe to when the butcher makes their award winning sausages.

This pack is also one place where junk mail in the form of takeaway menus will be welcomed rather than consigned to the rubbish bin!


In many communities local real estate agents are happy to give this welcome pack to new tenants and owners.

Destination Visitors A bonus market for Boggabri is visitors who travel to town specifically for an event such as the Drovers Campfire Weekend, these visitors are a captive market and offer significant potential for short term revenue. They tend to plan their trip in advance so appreciate detailed information to help them get the most out of their planned destination. The business community could market directly through the promoters of festivals and events by:

Promoting the app and including festival updates Supplying an event focused “day in” brochures detailing an itinerary of things to

do in addition to the event. This would include food, scenic attractions, local secrets, retail where

appropriate Supplying a leaflet promoting relevant services

This and the Day In brochure could be supplied to the event organisers as a PDF which can be forwarded to intending visitors

Promoting the Business Promotion Association website to assist visitors to plan their trip

Once they are in town, there are a number of ways that local businesses can attract destination visitors into the town centre: Extended trading hours Bringing the event into the main street e.g.

Displays or performers in the main street Changing window displays to appeal to the visitors e.g. campfire theme

Ordering stock likely to appeal to visitors and promoting specials that will appeal to visitors. These do not have to be discount items, just stock that is actively promoted during that time

Developing special menu items (or renaming existing items) so they appeal to visitors

Passing Traffic Passing traffic are also known as “stoppers”. These visitors may be on a long distance trip or heading for another location when they decide it’s time to take a break because they are hungry, tired or need a toilet stop! It is likely that most worker and contractors passing through will have their first experience of Boggabri at Gilwest Service Station and Grab and Go. Placing marketing material in these outlets would be an ideal way of reaching this market and promoting the range of services in town. Passing traffic may also come from visitors staying up to an hour’s drive away who decide it’s time to explore the region. These visitors wait until they arrive in the area to put together an itinerary based on personal interests, weather conditions and recommendations from tourism organisations or accommodation providers. Boggabri’s inclusion as a travel route in the Narrabri Shire booklet and visitnarrabri website will no doubt encourage visitors to explore surrounding attractions. This group have much less knowledge of the area than destination visitors and many will simply “happen upon” Boggabri as they explore the area. There is also growing use of smart phones to “Google” a town or area whilst they are on route. Their decision to visit is often based on their available time and the number of things they can fit into a relatively short time.


The streetscape is a key influencer when it comes to these visitors, outdoor seating, attractive tree lined streetscape, heritage buildings and clear signage will encourage these visitors to spend time in Boggabri. Visible signage on the main highway, an active website and the recommended app will all market Boggabri to passing traffic visitors. Although the main street is not necessarily a tourist destination there is potential for retailers to actively target the tourist market through participation and contribution to existing organisations including:

Listing retail businesses on current tourism sites Listing cafes, hotels, clubs and restaurants on visitnarrabri website The recommended app will also be promoted to visitors so contributing and

listing on the app will be an important strategy to help individual businesses reach passing traffic.

Part Time Locals Once Boggabri businesses have developed a product offering for the part time locals the next step is to get the information out into the marketplace.

Visibility Local visibility can come from

Inclusion of app details and/or website address on signage including Billboards and Gateway signs, possibly as an addition to existing signs

Posters and/or leaflets in all businesses, especially those on the main highway Advertising in the Boggabri newsletter

Direct Approach The most effective way of reaching part time locals is through their employers or accommodation providers:

Develop a Welcome Neighbour Pack for first time visitors to the area This can be provided to employers and emailed direct by the HR Manager

or manager as a part of orientation This Welcome Pack can also be emailed by accommodation providers e.g.

hotel, motel and real estate agents when guests make an initial booking Develop an honorary locals pack for guests of the Civeo Village

This can be provided as hard copy/soft copy or through promotion of the APP

Information should be specific and include opening hours and contact details for relevant businesses. Businesses that could be promoted include: Pharmacy and medical services Laundry and cleaning Post office Professional services Trade services e.g. vehicle repairers Health services Hardware supplies Location of banking facilities and ATM’s

Promotions To launch the marketing program Boggabri could produce “Honorary Local” cards which are given to all part time locals to encourage repeat visits and entitle them to different bonuses and offers e.g. Buy 5 coffees and the 6th is free.

Boggabri could also welcome part time locals and launch the app with an “Open for Business” day where each business demonstrates their “wares” with sampling, stalls,


entertainment and activities. This could also be an opportunity to involve community and sporting groups with stalls and displays.


Implementation It is obvious that many members of the Boggabri business community are ready to embrace change and adopt initiatives suggested in the plan. The group is very active; it has successfully gained funding for projects and successfully runs monthly meetings in member’s premises with up to 30 members attending. However, as most of the committee already have extensive business, family and community commitments they are unlikely to be able to find the time to manage the implementation phase. Ideally they should investigate the potential for funding or sponsorship of a part time coordinator to help implement some of their strategies and manage initiatives such as the website and app. Depending on the initiative there may be funding through a number of bodies including State Government, The Regional Arts Council and Federal Government. There is also potential to put together sponsorship proposals for major employers in the area who are often keen to fund local projects. In my experience communities that rely on volunteers for implementation do not generally achieve results as quickly as communities that have a dedicated coordinator. Boggabri is fortunate to have access to the economic development section at Narrabri Shire Council and they should be able to offer guidance and assistance in obtaining funding or sponsorship. To assist in the grant process and generate interest and enthusiasm in locals and visitors Boggabri Business Promotion Association could also develop a “campaign’ name for the town marketing program. This ties activities together and can be motivational for the business community. It can also assist in generating publicity for the town. Examples of project names adopted by small communities include Lismore Unlimited Growing Inverell Nambour Futures Coffs Streets Ahead Karuah Working Together Lifestyle Dookie

Any logos or positioning statements developed for the campaign could then be used on Flags, A Boards, flags, window strips or decals in individual retail outlets, vacant shop windows, existing and new marketing material. In terms of implementation, the good news for the Boggabri business community is that the increasing number of short term residents will ensure that revenue in almost all businesses will grow. But there is also potential to significantly increase that impact of increased visitation and length of stay through small changes and initiatives.

If individual retailers adapt to the changing market with new products and services and the Association focuses on one or two low cost or high impact initiatives such as the linking of the highway to main street and smart phone app Boggabri has the potential to become a thriving centre servicing locals, part time locals and visitors.

boggabri township marketing plan - narrabri shire development... · 9th august 2014 ©hailey...

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