ATTACHMENT 3
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CL…….CITY DEVELOPMENT
Business Relationships Manager Report, Nov 2005
Report To:
Parramatta Economic Development Board
Report From:
Moureen Wong, Business Relationship Manager
Date:
Nov 2, 2005
Table of Contents
1.0.
Investment Attractions ..................................................................................... 1
2.0.
Relationships Building ..................................................................................... 1
3.0.
Marketing the City (MTC) ................................................................................ 2
4.0. Others ................................................................................................................. 4
Appendix .................................................................................................................... 6
1.0. Investment Attractions

Ongoing work to identify and target potential investment/relocations (e.g.
Financial Institution, small-medium professional)

Brand management –“policing” against misuse of the logo, while providing
guidance about the correct use of the brand

Regularly reviewed the content of the investment kit

Assisted in Thai, Chinese, and Pilipino delegations

Part of a team to create the first inaugural Investment Expo targeting key
investors, property developers and builders since July 2005. Expo date: 22
Nov. Status: invitation, finances, staffing, preparation of booth content & design
2.0. Relationships Building
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CL…….CITY DEVELOPMENT
Business Relationships Manager Report, Nov 2005

Building partnerships with the local business communities, government bodies
and local organisations to achieve change

Handling enquiries from the business sector on a daily basis, from major
projects such as Civic Place, Justice precinct, PEDB, Brand Partner program,
parking metres through to employment and investment, Marketing and
advertising general enquiries

Attended over 30 networking and business events in the past 4 months e.g.
Property Council, DSRD, office of Minister of Western Sydney, Business After
Five, Chamber of Commerce (Parramatta), Chamber of Commerce (US), a
series of investment briefings through Asia Business Connection, WSBC,
Mission Australia opening, Waterfront convention centre opening (SOPA),
functions at various consulates, the great “Guggenheim debate” at Powerhouse
Museum, State of the Region Address.

Established relationships with Property Council Australia. Results: Increased
coverage about Parramatta and Marketing the City activities in their
publications e.g. website and e-newsletter

Regular meeting/discussion sessions with local businesses, brand partners and
government agencies
3.0. Marketing the City (MTC)

Reviewed and created new processes for Marketing the City

Managing marketing strategy and tactic. Promoting Parramatta city at every
touch point

Refer to PRINCE project brief for MTC
3.1. Parramatta First Brand

Print media advertising ( media booking, production, material deadline,
publishing) – refer to marketing montage for publication examples

Maximising brand visibility in various types of sponsorships, e.g. Western
Sydney Industry Awards, Suncorp Business Awards, a series of investment
briefings organised through Western Sydney Business Connection, Design
Excellence Awards etc

Internal communication campaign; Increased the use of tagline. Resulting in a
wide coverage across PCC
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CL…….CITY DEVELOPMENT
Business Relationships Manager Report, Nov 2005

Ongoing negotiations of the use of the brand with stakeholders – internally &
externally. Refer to marketing montage for publication examples

Enhanced the definitions, attractiveness and scope of the Brand Partner
Program, through various marketing communications and BRM promoting
personally during networking events. Results: General level of enquiries has
increased, e.g. in the past 5 months, we received 23 written enquiries. In the
recent months, 11 Brand Partner Agreements were sent out.
3.2. Print Advertising
See Appendix for planned advertising schedule in full, cost and justifications.
3.3. Interactive Communications

Jazzed up the home page of www.parramattafirst.com.au Web traffic results:
increasing and positive. Refer to attachment.

Working towards creating better synergy with Council’s website

Updated the content, e.g. brand, campaign, Design Excellence Awards (DEA).
Maintaining and working within the existing system and limitations of the current
framework.

Created new usage of the website to provide assistance to stakeholders to
create and promote business relationships e.g. Manufacturing Week (DSRD),
Export Seminar (ABL), Western Sydney Business Connection (WSBC), Sydney
Spring Home Show etc

Created online copies of publications convenient for public to download, e.g.
Biz Facts, Council 2 Biz newsletter. Results: increasing download rate

It’s a Parramatta First: Developed online voting system for DEA, hosted and
managed at our Parramatta First website. Produced great web traffic.
3.4. Newsletters

All angles involvement, from product, pricing, promotion and distribution.
Constant review, reflection and improvement.
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CL…….CITY DEVELOPMENT
Business Relationships Manager Report, Nov 2005

The new Council 2 Biz (C2B) newsletter is producing positive results as a key
tactic of the communication strategy with the business sectors, whilst leading to
other positive spill-over effects in terms of promoting the brand, our city, PEDB,
economic development activities and developed an ability to engage business
and government in investment opportunities.

Positive feedback particularly on: better clarity about the Parramatta First
Brand, Brand Partner Program, used of recycled paper, conscious effort to
include content on environmental and social outcomes.

C2B Campaigns: The “Mistery Laneway Competition” was not as successful as
the first campaign launched with the first edition of C2B. Lessons learnt. Seek
input on effective campaign ideas.

Online copies for both C2B and Biz Facts are created and have been adopted
very well online. Reviewed online distribution strategy.

Status: producing the 3rd edition
3.5. Promotion

Overseeing various promotional luncheons (logistics, invitees, budget,
advertising)

Merchandise (PFB lapel pin & enviro-bag). Seek suggestions:
o new suggestions, stock management, storage
4.0. Others

New project! Hiring a publicist. Status: Budget has been allocated for Jan-June
2006; Conducted stakeholder consultation. Drafting Project Brief

New project! Hoarding policy and brand management. Status: Budget has been
allocated for Jan-June 2006. Plan to consult and assist relevant departments
within council

Smart City – MBA students project

Contributed to the 3 CBD greenhouse initiative; Contributed to the Dreaming
Parramatta Submit

Promoted Parramatta at the launch of 2006 Western Sydney Industry Awards
in Fairfield
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CL…….CITY DEVELOPMENT
Business Relationships Manager Report, Nov 2005

Assisting in design considerations for the parking metre briefings

Part of the Justice Hub working committee (see Ann Martin’s report for details)

Sister City program and relationships (see Sister Cities Program Review Report
for details)

Learning more about PCC, work flows, who is who
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ATTACHMENT 3
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CL…….CITY DEVELOPMENT
Business Relationships Manager Report, Nov 2005
Appendix
2005/6 Print Advertising Schedule
Issue: December 05 / January 06 – the ‘Green Issue’
Feature/Supplement: 3rd annual supplement on environmentally
sustainable development (ESD)
Placement: Opposite CEO column on page 3 or 5
Size: Full page right hand page in premium position
Reason:
It is a good opportunity to align PCC and Marketing the City program with ESD and
to be seen as working towards a sustainable future. The key readers are major
developers and investors as well as service providers for environmental conservation
as well as Property Australia’s regular reader base.
Material required: Full page ad
Material deadline: November 11 2005
Issue: February 2006 – ‘Design and Build’
Feature/Supplement: 2nd annual supplement on the design and
construction industries.
Package: Focus package one which includes a full page advertisement
and 1 page of editorial written by editor after an interview
Material required: Full page ad + Chris will be in contact around mid
December to arrange an interview
Material deadline: January 13 2006
Reason:
It can be used to outline the ‘Parramatta Advantage’ to developers and the
construction industry. It can also be used to promote ‘Civic Place’, ‘Justice Hub’
and/or ‘Design Excellence Awards’.
Issue: April 2006 – ‘Office 06’
Feature/Supplement: 3rd annual supplement on the property council’s
office market report (OMR).
The editorial in this supplement is based on true research findings by
the Property Council.
Placement: Opposite CEO column on page 3 or 5
Size: Full page right hand page in premium position
Reason:
 We experienced negative drama with the previous issue. Nevertheless …
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ATTACHMENT 3
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CL…….CITY DEVELOPMENT
Business Relationships Manager Report, Nov 2005
 I still recommend for us to have exposure within this issue as it is one of the
highest read of the office sector of commercial property and key readers are
CRE’s, owners, managers and investors.
 Advertising at the front of the magazine still gives PCC exposure to these key
decision makers without aligning ourselves so directly with the findings of the
OMR for Parramatta.
Another suggestion:
 At the beginning of March 2006 we will know what the new findings of the
OMR will be, if they are favourable for Parramatta then we can place the strip
ad + logo on the Parramatta editorial page.
Material required: Full page ad
Material deadline: March 14 2006
Issue: May 2006
Placement: within ‘Government in Property’ feature
Size: 1/3 page horizontal ad
Reason:
Readers of this feature will be developers, planners and investors all interested in
government legislation and activity.
Material required: 1/3 page horizontal ad
Material deadline: April 18 2006
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