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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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City of Yarra 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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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

4 housing

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