Regional Marketing Initiative

NSW Trade & Investment has provided funding to the Foundation for Regional Development Limited based in Armidale to lay the ground work for the development of a new regional marketing initiative for NSW.

Chief Executive Officer Peter Bailey explained funding of $35,000 had been provided to complete a gap analysis of existing regional marketing initiatives, to conduct workshops across NSW with communities and local Government, and to develop a a business and marketing plan to enable the implementation of a longer term marketing initiative promoting all of regional NSW.

“For sometime, Government, Councils, regional development organisations and community groups have been working hard to bring new people and new business to their communities. Some are actively involved in collaborative models like Evocities and the PORTS Campaign. Our project will be looking at the successful elements of these programs, to create a new regional marketing initiative that crosses geographic boundaries and provides choice of hopefully anywhere in NSW to those looking to relocate,” said Mr Bailey.

The project has the support of NSW Trade & Investment as well as Councils including Parkes, Temora, Gunnedah, Goulburn, Moree and Cowra. “All Council areas with varying levels of growth and opportunity see our role is to build our communities - people are a big part of that. All areas of NSW have attributes, the choices are endless and we want to be part of attracting people to the best parts of NSW,” said Chair of the NSW Country Mayors Association and Mayor of Gunnedah Shire Council Adam Marshall.

The next phase of the project is the roll out of workshops with recently relocated families, couples and retirees. We are planning to hold workshops in various communities:

  • 6 February Gunnedah
  • 7 February Moree
  • 10 February Muswellbrook, Hunter or Newcastle
  • 13 February Goulburn
  • 15 February Temora
  • 16 February Cowra/Parkes
  • 17 February Cowra/Parkes
  • 20 - 21 February Nambucca, Coffs and or Kempsey

If you have recently relocated into one of these areas we would like to hear from you, please contact Rebel Thomson Coordinator of the Regional Marketing Initiative Project on 0427 666945 or email rebel.thomson@bigpond.com.au.

Many areas of regional Australia are experiencing declining or low growth in population, and consequently communities and thus services. The level of decline or growth varies across the State of NSW however the desire to attract, recruit, retain and eventually encourage individuals to retire to regional communities is relatively consistent.

Populations are ageing and the numbers of young people leaving their places of birth to discover new opportunities and lifestyle ever increasing. In contrast to the decline there are some regional centres experiencing strong and sustained growth, new industries are emerging and business, employment and lifestyle opportunities are evolving in regional areas.

Technology is also offering businesses and individuals the opportunity to grow in regional areas. Technology particularly the NBN is also offering alternatives for people to engage with each other professionally and socially.

Collaboration is occurring between private enterprise, communities and organisations, all are working to build awareness of regional communities and the lifestyle advantages of relocating to regional NSW. Large corporations especially mining corporations are moving into smaller communities like Gunnedah, Boggabri, Baan Baan, Quirindi and impacting on smaller communities in these Local Government areas. Under this program and initiative all Councils will be given the opportunity to participate and utilise the services under this initiative.

Several other issues are challenging regional communities; the social structures are changing, baby boomers are retiring, young people are withdrawing, and the need for skilled and unskilled labour is ever increasing. Traditional industries such as farming, grazing and agriculture are being challenged by mining and coal seam gas exploration. Added to the structural changes in economies, the sustainability of water and natural resources are also being challenged.

A number of regional development programs are focused on marketing and campaign activity, this initiative aims to understand the decision-making process and lifecycle and incorporate a database communications solution. This will harness the awareness and interest from an individual at any or all of the participating regional marketing initiatives, track and evaluate an individual in their decision making, created a coordinated and encompassing effort to converting awareness and interest to an outcome.