The City of Logan is located between Brisbane and the Gold Coast. Logan City Council is comprised of an elected council that is a local law-making body consisting of a mayor and 12 councillors.
The business innovation was developed to address issues raised in market research. Responses to the community attitude research revealed the existence of numerous negative perceptions about Logan, including those from outside the city. However, responses also revealed a strong sense of pride within the local community. A challenge identified from the research was the need to maximise local pride and counteract negative perceptions. With a minimal budget and time, the team devised a creative idea of staging a monthly Pop Up Food Truck and Music Festival – ‘Eats & Beats’. The inventive and strategically aligned initiative was developed to showcase the talent and spirit of the Logan community, support local business and attract visitation to the city in line with Logan City Council corporate priorities.
The mobility provided by the “truck” meant the event could be strategically and cost effectively moved across various Logan locations to showcase the city’s offerings. Local vendors were engaged to offer a wide array of cuisine and local artists were approached to provide entertainment. The event succeeded in showcasing the city’s size and diverse offerings while meeting the need for reasonably-priced food and family entertainment. Eats & Beats also aimed to boost the local economy through the involvement and promotion of local restaurants, vendors, entertainers and facilities. The initial event attracted 7000 attendees and 18 food vendors.
The marketing team developed a strong visual identity and creative approach to marketing materials, which depicted a dynamic offering that appealed to both young audiences and families alike. The marketing campaign activation centered around the need to be innovative and use a multiple communication platform approach to ensure a wide reach. The campaign was designed to encompass digital, social media, print advertising, television and direct marketing mediums to ensure broad reach and strong frequency.
The Eats & Beats initiative succeeded in creating value by improving public perceptions about the City of Logan and building pride within the region. The Eats & Beats pop up truck series has not only been exceptionally well received by residents, vendors and entertainers in the community, but by first-time and repeat attendees both within and outside of the city. Such innovation continues to create positive communication between communities, business and Council, with the common goal of creating a greater sense of pride and belonging.
Logan City Council is being recognised for a Business Innovation Award in the Australian Business Awards 2016.
The Australian Business Awards are the regional chapter of an integrated, hierarchical leadership program conducted on a national and international level. Eligible organisations from each region are invited to participate in the international chapter of the program at The World Business Awards. Conducted annually and currently in the second year of its international launch, The World Business Awards seeks to engage with the world’s business, innovation and technology leaders through a global recognition and knowledge building initiative that is underpinned by the program’s established framework. The program engages with organisations worldwide to benchmark the full spectrum of their products, services and initiatives and to review their business performance. The cycle culminates in the recognition and celebration of organisations that implement world-class business initiatives and industry leading products and services on a prominent and far-reaching scale. All entries must be entered in the regional chapter where the organisation is based.
Organisational participation includes private companies, publicly listed companies, multinational subsidiaries, not-for-profit organisations, non-government organisations, educational institutions, franchise systems, partnerships, government departments, government agencies, local government and statutory bodies operating in Australia.
Initiatives can include but are not limited to projects, programs, processes, systems, technologies, developments, ventures and undertakings.
Entries are assessed utilising a robust and dynamic framework to ensure that the assessment process is pertinent and objective. The World Business Awards Framework (WBA Framework) is utilised as a structured model of assessment that enables the participating organisations to be benchmarked against world class performance standards. The Framework consists of specialised assessment modules pertaining to the evaluation criteria for each of the award categories. The criteria and sub-criteria provide a robust set of requirements that are used as the methodology for benchmarking and learning among the participating organisations.
Organisations that participate are provided with the unique opportunity to benchmark themselves against the top performers globally. The recipients are acknowledged for their achievements and recognised as the elite of their industry earning a place amongst a distinguished group by having their products, projects, initiatives, contributions and achievements recognised on a prominent and far-reaching scale. The program provides the ultimate platform for building knowledge, increasing brand awareness, equity, loyalty and retention through increased exposure, recognition and prestige. This establishes a valuable resource that can be used extensively to create opportunities for publicity, positive organisational profiling and heightened brand awareness within the respective industries both nationally and internationally.