Location Marketing in New Zealand
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Transcript of Location Marketing in New Zealand
The Marketing of Opunake
Dr Robert ShawSchool of BusinessGuangdong University of Foreign Studies
广东外语外贸大学管理学院罗伯特 ·肖博士
大学生经受自由焦虑
Introduction
1. Opunake Business Association goals / purpose
2. The Developmental Stages for business communities
3. Global trends
4. Opunake’s assets
5. The projects for our Stage
Opunake Business AssociationGoals / purpose1. Business growth / quality of life /
community development / location marketing
2. Business environmental analysis
3. Realism about people and our prospects
Stage 1: Existing
Stage 2: Meeting
Stage 3: Forming
Stage 4: Storming
Stage 5: Prospering
The Developmental Stages for Business Communities
Stage 1: ExistingUncoordinated private initiatives
Stage 2: MeetingIdentity focus, shared resources
Stage 3: FormingA plethora of organisations, projects
Stage 4: StormingMajor initiatives with lead agencies
Stage 5: ProsperingMaintaining presence & complex
structures
The Developmental Stages for Business Communities
6
1 2 3 4 5Person
al Motives
Survival
Efficiency FinancialAdvanceme
nt
Community
Family
Prosperity
Regional Role
Activities
Cooperation
Associations & Projects
Professional
Plans
Maintenance
& ProjectCoordinatio
n
Leaders None Local LocalAmbition
Vision &Champions
Agencies
Funding
None Members LocalGovernmen
t
Sponsorship
Mixed
The Developmental Stages for Business Communities
7
1 2 3 4 5Person
al Motives
Survival
Efficiency FinancialAdvanceme
nt
Community
Family
Prosperity
Regional Role
Activities
Cooperation
Associations & Projects
Professional
Plans
Maintenance
& ProjectCoordinatio
n
Leaders None Local LocalAmbition
Vision &Champions
Agencies
Funding
None Members LocalGovernmen
t
Sponsorship
Mixed
The Developmental Stages for Business Communities
Opu
nake
Porir
ua
Foxt
on
Opunake’s Stage & prospects
1. The nature of business planning
2. Resources inventory & our Developmental Stage
3. Achieving a vision/identity. The Stage 3 – 4 shift
4. Opunake is Stage 3
5. Suggestions from a resident
Opunake’s business environmental analysis
1. Responsibilities
2. Demographics
3. Value shifts
4. Asia & New Zealand
5. Internet
The potential of local government
1. Council orientation & resources
2. Egmont Plains Community Board
3. Funding opportunities for Stage 3
4. Examples from elsewhere
Community Board
The role of a community board includes; representing the interests of the community, considering and reporting on matters referred to it by the Council, maintaining an overview of Council services to the community, preparing an annual submission to the Council for its annual plan, communicating with community organisations and special interest groups.
Community Board
The role of a community board includes; representing the interests of the community, considering and reporting on matters referred to it by the Council, maintaining an overview of Council services to the community, preparing an annual submission to the Council for its annual plan, communicating with community organisations and special interest groups.
MAKE
THEM
WORK
FOR YOU
Community Board: Lead agency at Stage 3
Your access to professional planners, economists, environmental scientists, librarians, marketers, communicators
Budget cycle disciplineTimetableDocuments: policy & business plans
Concrete planningLong term Plan- strategyAnnual Plan - projects
Wide scope, provided the government does not hobble councils.
Funding
1. Opportunities at different StagesStage 3 FormingStage 4 StormingStage 5 Prospering
2. Foxton: Stage 5
3. Porirua City: Stage 3/4CanopiesVillages strategy
Stage 3 goals for Opunake
Expansion of networking
Professional resources
Historical foundation – community assetsWho are our famous people?Preservation of history
The greening of Opunake
Structural / practical projects
Stage 3 projects for OpunakeGreen corridors
Walkway & cycleway visions
Capitalise on the coast
Historical hub
Historical resources
Internet marketing
Fifteen interminable daysOf dirty surgeryMedical negligenceAnd unattended pain( that robbed her of the chance to learn to) walkHolding your hand,To talk like youCalling you mummy,To know your waysAnd those of the old people.(Anniversary Day)
... planted, nurturedTrained, pruned, grafted meonly to find a native plantWill always a native be.How being out of step, place, time, jointin time becomes a preferenceNot a pain, hardly matters now.( In Loco Parentis)
Mary Hickey
1882 thatched whare
Pupil Teacher
Christchurch
Sisters of Our Lady of the Missions
Sacred Heart Girls' College
Dr Maria Montessori
Mother Mary St Domitille MA LittD OBE