knowing your customers - local government managers australia
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Knowing your customersLGMA Conference for Marketing, PR and Community Engagement Professionals
Lailani Burra.
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East-West Link
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Where do our residents work?
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How do they get to work?
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Car ownership
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Yarra community
• Voted Green• Gentrifying• Hipsters• Young couples• Students
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Manningham City response
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Where do our residents work?
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How do they get to work?
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Car ownership
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Complex communication
• Facilitiating the development of happy and sustainable communities
• What that means in practice will be different for different types of places
• And can be extremely diverse within the same LGA
support local businessempower community groups
advocate for your communityinfluence government
make evidence-based decisionsunderstand your community
informed
decisions
the community
engage
decision makers
persuade
your peopleinform
How demographics can help
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The most comprehensive source of demographic data is the Census
Census data enables you to:– tell the story of your place– test your assumptions about your place– articulate your community’s unique characteristics– understand how your community is changing
Census data is complex and requiresconsiderable expertise to convert intoknowledge about your place
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What’s available?
• Population & age• Ethnicity• Education• Disability• Employment• Volunteering• Unpaid work• Disadvantage
• Income• Households• Tenure• Dwellings• Internet use• Transport and
travel• Migration patterns
understand your working population
economic profile5 economy
housing policy for sustainable communities
housing capacity and affordability analysis
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plan for the futurepopulation forecast3 forecast
allocate your resourcessocial atlas2 atlas
understand your communitycommunity profile1 profile
Demographic toolkit
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Converting data into knowledge
• Story telling– What is our residential role and function?
• Appropriate geography– Who are our communities of interest?
• Benchmarking– How do we compare to our region?– How diverse are we?
• Time series– How are we changing?– Is this change desirable?
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Examples
Bankstown City – Children’s services
- Learn to swim program- Open space
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Demographic resource centre
Local government resources National resources
http://id.com.au http://blog.id.com.au