2015-09-15 Infrastructure and Services Committee Att 1 to Item 4 The J Business Plan 2015-18

category, on the basis that they provide opportunities for local people to participate in activities
that make up a rich community life, and do not generate significant profits for their proprietors.

The ability to negotiate rates gives The J management the opportunity to use discretion to balance
community benefit with commercial imperative.

Audiences
There were 63,621 attendances at The J in 2014, although the number of individual visitors is
unknown.

This planning process has not included an analysis of customers, except to note that:

        38% of attendances at The J are people attending Hillsong church activities
        8% of attendances are students attending university or TAFE classes
        6,200 attendances were for ticketed events at The J where The J sold the tickets.

Available data does not allow an analysis of market share and segmentation: what proportion of
individual Noosa residents is a current customer of The J; what are the characteristics of this
market; what are the potential market segments that The J is not currently reaching.

Customer Actions
        Analyse customer and attendance data to identify opportunities to grow the customer base.
        Seek input from customers about how The J is perceived, and the sorts of activities people
         would like to see offered (one suggestion is to approach USC to do this as a student
         project)



Marketing
Currently The J has limited marketing capacity, with a marketing schedule focused on promotion of
events. Marketing capacity includes:

        A database
        A website
        Social media platforms
        Press advertising
        Printed promotional materials.

Development of a strategic marketing plan targeting potential hirers and partners as well as
audiences would potentially improve both commercial and community outcomes, and is seen as a
priority action in 2015/16.



Customer and marketing actions
        Develop and implement a marketing plan targeting hirers and partners as well as audiences
        Build the audience database and engagement
        Understand audience demographics and target promotion etc accordingly


The J Business Plan 2015-2018                                                                27