Fiona Davey, John Fogarty, George Fong, Richard Hancock, Anthony Nunan, Doug Sarah, George Sossi
Blueprint 2020 states the importance of promoting Ballarat as an ideal place to live, work and play. Ballarat currently has many marketing strategies which principally concentrate on tourism; it needs a targeted campaign that will assist to attract skilled staff and their families to Ballarat.
Ballarat needs sustainable population growth with high-level skills to be globally competitive.
Attracting new families to Ballarat has positive flow-on effects for our schools and community organisations, and helps local business and industry drive our regional economy.
To create and deliver an integrated outbound marketing strategy for Ballarat using a web-based portal and targeted marketing campaign to promote employment opportunities and the overall liveability of the city of Ballarat to Melbourne and beyond. Branding
and advertising will be an integral part of the ongoing sustainability of this campaign.
To secure funding for the outbound marketing strategy.
To attract skilled workers and their families to Ballarat (as well as the retirement market.)
Outcomes (reported April 2007)
The web-based portal is modelled on the successful www.seek.com. This project was achieved in partnership with City of Ballarat
and local company ASCET Group after a broad open market expression of interest. ASCET Group has now taken 100% ownership and commercial risk on the ongoing sustainability. A close working relationship is maintained with City of Ballarat and Destination Ballarat branding as a beneficial by-product.
To our knowledge this is the only employment site in Australia that is 100% geographically based. Most Ballarat employment agencies and some key industry employers (in conjunction with employment agencies) are using the site regularly.
jobsballarat.com.au has strong and ongoing links with Destination Ballarat branding. This is an integral part of the ongoing sustainability and will be managed by ASCET Group.
The task team will set key measurement parameters such as tracking the numbers of website hits, jobs filled and people settling in
Ballarat as a result of using the portal. We believe the success of the project will be measured by the number of jobs that are advertised and the number of successful placements. We can confidently say that during any given week the site is holding approximately 60 employment opportunities and we will look for a 10% increase over the next 12 months.