Future Directions - Digital Technology a key success factor in promoting Stonnington events

Article image - Future Directions - Digital Technology a key success factor in promoting Stonnington events A flash mob at the Prahran Market was an innovative way to promote Stonnington’s Opera in the Park. Stonnington Council is committed to incorporating digital technologies into its communications and marketing activities. Council has a dedicated Website and Digital Communications Project Manager and key staff are trained in managing social media channels for their areas.

CEO Warren Roberts said, “Stonnington takes a holistic approach to communication. We first define the audience and the message and then use the tools that are most appropriate for that audience.

“We have had particular success using social media to promote our events.”

Stonnington Council offers a rich, diverse array of events with everything from symphony orchestras to multicultural celebrations. Council owns and manages Chapel Off Chapel, a premier arts venue that holds avant garde performances and innovative art exhibitions.

Council has separate Facebook pages for events, What’s On in Stonnington, Chapel Off Chapel, the libraries and corporate information. Stonnington also uses Twitter and more recently Instagram. Stonnington has had particular success with paid Facebook advertising, which at the moment is quite cost effective, and web based event directories such as Arts Hub.

To promote Stonnington’s popular Opera in the Park event this year, Council staged a flash mob performance at Prahran Market. Suspense and interest was generated for the ‘popera’ through social media and mainstream channels.

The event and audience reactions were filmed and photographed and immediately posted on YouTube with links from Council’s social media channels. Flyers were given out to market shoppers and stallholders were overjoyed with the surprise entertainment.

The event was well attended and survey results showed that new audiences were attracted by the ‘popera’ promotion.