Whanganui Reputation Management Strategy Background Information
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Whanganui District Council Strategy Originator: Charlotte Almond, Group Manager Strategy and Development Contact person for enquiries: Charlotte Almond, Group Manager Strategy and Development Hubble reference: 403685 Date: 19 April 2016
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Table of Contents 1.
2.
Background and issues........................................................................................... 4 1.1
National Perceptions Survey .......................................................................... 4
1.2
Local Government Reputation Survey ........................................................... 5
Context ................................................................................................................... 5 2.1
Leading Edge vision ........................................................................................ 6
2.2
Economic Development Strategy 2015 ......................................................... 6
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1. Background and issues 1.1
National Perceptions Survey
The National Perceptions Surveys conducted in 2009, 2011, 2013 and 2015 provide us with an insight into how people outside the district view Whanganui across a range of quality of life indicators. The 2015 survey results show that Whanganui does not rate in terms of being a preferred location (18th/18). The most positive perceptions of Whanganui are: Scenic river Affordable housing Rich culture and heritage Lack of traffic congestion The most negative perceptions relate to: Living in Whanganui Level of crime Job opportunities Is innovative and a digital leader The top reasons why respondents favoured their preferred locations were scenery, activities, weather/climate, family and friends there and natural attractions. These are all qualities that Whanganui possesses. There are already positive perceptions of some of these qualities, as shown in the survey, and we could improve perceptions with better promotion. 33% of respondents have connections with friends or family living in Whanganui. Therefore, it is important that locals are also telling positive stories. When respondents were given the names of locations and asked to state if they were a tourism destination, 35% said Yes to Whanganui (up from 32% in 2013). However, out of the seven locations mentioned only Rangitikei rated lower. Hawkes Bay, Wellington, Ruapehu, Taranaki, Manawatu were all rated higher. The top 5 factors considered when choosing holiday destinations are:
Natural attractions Availability of outdoor activities Beaches Weather/climate Accommodation/affordable to visit Whanganui should rate highly for all of these factors – again, we need to better promote what we have to offer as a destination.
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1.2
Local Government Reputation Survey
Colmar Brunton conducted this survey for Local Government New Zealand in 2015. Overall on the Reputation Index, the public scored local government 29/100. Awareness of the services that local government provides varies widely. Awareness of core ‘public facing’ services and amenities is relatively high; however, many are unaware of other important functions and roles that local government performs. To address this issue LGNZ has launched the new brand for all of local government: “We are LGNZ”. This brand does not only represent LGNZ but also the wider local government sector and each Council is able to adopt this branding which we have done ‐ We are. Whanganui. This brand is about being proud of who we are and what we stand for.
As part of this survey Whanganui District Council asked some additional questions.
53% of the community consider the addition of ultrafast broadband to be an advantage. When asked how they would describe Whanganui in order to encourage people to move here they said: ‐ Our affordability ‐ The friendly nature of the city ‐ Our natural beauty and features including the river and coast ‐ Our facilities and amenities ‐ The climate
2. Context We live in a reputation economy. A person’s perceived reputation of a place is a key factor when deciding where to visit, to live or invest. The following categories influence perceptions of a location. Top five factors influencing choice of location to reside: 1. 2. 3. 4. 5.
An overall good quality of life A safe community i.e. a low level of crime Quality healthcare available An affordable cost of living/affordable houses The ability to find a job
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2.1
Leading Edge vision
We are confident leaders and influential trailblazers – operating comfortably on the cutting edge. We are a ‘bit different’, don’t follow the pack and are energised and dynamic. This sets the scene for our strategy and the types of innovative approaches that we will front‐foot. It’s about Whanganui being seen as progressive and exciting – a magnetic place of abundance and diverse appeal.
Deeply united
Globally connected
Powered by creative smarts
Flowing with richness
Works for everyone
The goal of the Globally Connected theme is a dynamic broadly connected district that is accessible, linked in and known for it. Strategic objectives that support this goal include:
Improve our image and enhance our reputation as a great place to visit stay and invest Work together as a region to leverage more opportunities and bolster our pulling power Test ourselves on the global stage through the attainment of international benchmarks Become positive ambassadors and self‐promoters of our district and encourage those with a connection or interest in Whanganui to do the same
2.2
Economic Development Strategy 2015
Priority Area 8 of the Economic Development Strategy relates to Storytelling, communication and marketing – making Whanganui the place to live, work, invest and play. This includes the Reputation Project and Tourism Promotion.
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