Productivity - Reports

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BENDIGO SMALL BUSINESS FESTIVAL 2015

Document Information
Authors

Peter Jeffery, Business Development Manager (EDU)

Brian Gould, Manager - Economic Development

Responsible
Director

Stan Liacos, Director - City Futures

Summary/Purpose
The purpose of this report is to provide Council with a summary of the recent Bendigo
Small Business Festival held in association with the Victorian Government sponsored
Victorian Small Business Festival.
Policy Context
Council Plan References:
4.1 Council fosters business and industry growth.
4.2.2 Foster new industry and business initiatives through business, agricultural and
industry events.
Economic Development Strategy Reference:
5.3 Business Support and Investment Attraction.
Background Information
The Victorian Small Business Festival is a State Government initiative that promotes a
series of independently run events, workshops and seminars across Victoria offering a
range of support avenues for small business during the month of August each year. This
year was the first time that the Citys Economic Development Unit (EDU) had formally
partnered with State Festival officers to assist with the programs delivery. The
responsibility of a Festival Partner is to identify and coordinate local individuals or entities
who wish to host appropriate events, workshops or seminars and to then promote these
events to their local business community.
This report aims to outline the generally successful approach adopted by the Citys EDU
as a Festival Partner this year and to highlight some pertinent outcomes for the
information of Councillors and the community.

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Report
Background
A review of last years Small Business Festival provided by the Victorian Government
identified some strong trends that were taken into consideration when preparing for this
years program. It was identified that the most preferred communication method for small
business was digital correspondence i.e. facebook, email etc., influencing the EDUs
approach towards a local marketing campaign this year. Other important considerations
included events run at convenient times for business owners and a variety of event
topics focused on stimulating new customers. It was also identified that the average
festival attendee was typically female, between 30 - 59 years of age, passionate about
their business and typically working 50+ hours per week.
The EDU started developing this years festival program by identifying appropriate hosts
to deliver local events, initially attracting 41 expressions of interest. Twenty seven (27)
events were selected considering their ability to inform small business owners,
managers, staff or someone considering starting or growing a small business, including
four events that had already planned by the Victorian Government.
See attached list of events (summary only).
A local marketing plan focused on driving facebook followers to the Bendigo Small
Business Festival page which was primarily achieved by carefully selecting and
promoting engaging content albeit with a small budget. Event bookings were available
from the Victorian Governments festival website which linked with a range of digital
marketing as well as traditional media tools.
The events
The unveiling of a special Faces of Small Business outdoor installation at the Bendigo
Railway Station by Small Business Victoria and the Mayor marked the launch of the 2015
Bendigo Small Business Festival on 30 July. The Citys Economic Development Unit
coordinated the launch and delivered a further three events for the festival that provided
attendees with practical business development advice including:
1. What makes Bendigo retail customers tick
2. How to get and keep great customers and;
3. Six steps to grow your business.
To complement these topics, the Citys Tourism Unit presented three retail focused
events comprising two workshops and a feature presentation from the Australian
Retailers Association.
Other events covered a variety of topics including on-line marketing, retail advice,
juggling work/life balance, social media and networking. The festival concluded on 27
August with a presentation from Naomi Simson, founder of Red Balloon and judge on
Network Ten TV show The Shark Tank attended by over 150 people.

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Outcomes and feedback

The outcomes and feedback from the festival met expectations and in some cases well
exceeded them - 202 social media posts developed to promote the Bendigo Festival
reached approximately 200,000 individuals. Facebook activity peaked at the start of
August and accumulated 4,955 counts of engagement (when someone opens or
responds to a message). Newspaper advertising consisted of a full page advertisement
and a quarter page event listing in both the Bendigo Advertiser and Bendigo Weekly
newspapers complimented by a variety of editorial interviews and articles.
The number of page followers attracted on social media was one of the EDUs primary
goals set at the start of the promotional campaign. Total followers reached 1,270,
exceeding initially set targets. Another goal of the Bendigo Small Business Festival was
to attract over 600 attendees to all events held in Bendigo during August. In the end,
over 1,000 people attended, which we consider a very good result.

Victorian Government survey results (available upon request) have recently been
provided to the City and indicate attendee satisfaction levels above the Victoria wide
average. The quality of local events, in particular the calibre of presenters, rated well
above the average across the State too.
Conclusion
This years marketing efforts for the Bendigo Small Business Festival successfully
engaged the business communitys awareness of the 27 events conducted throughout
August. This communication also helped raise awareness of Councils commitment to
support the local small business community. Our mission is to build on the initial success
and momentum and develop the festival concept further next year and beyond.
In terms of resource implications, the EDU received $15,000 in funding from the Victorian
Government to support the initiative.

RECOMMENDATION
That the Greater Bendigo City Council acknowledge and commend the conduct of the
2015 Bendigo Small Business Festival and encourage it to take place on an annual
basis.

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Sustainability - Reports

5.

150

SUSTAINABILITY

Nil.

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