community relations
The FIFO program allows
long-distance families and
couples to attend monthly
workshops and cope together.
FLY-IN, FLY-OUT
Ocean Keys helps dispersed families connect with others in the community who share the same experience
After receiving repeat feedback from customers, Ocean Keys
Shopping Centre (Perth, Australia) initiated its FIFO (fly-in, fly-out)
Families program. For members of long-distance families and couples,
the program offers a supportive network for coping with the shared
experience. Following a monthly meet-up agenda, the complimentary
routine workshops cover related themes such as managing financial
matters and money flow, goal setting, and looking after your emotional,
mental, and physical health. As a local community hub, the shopping
center felt a sense of responsibility to ensure that the necessary level of
support was available.
“[As the mining and resources downturn delivers a new set of challenges
for FIFO families and couples, Ocean Keys’ believes these monthly
meet-ups are now more important than ever],” shared Sharnee Vigors,
assistant marketing manager.
“It’s been reassuring to hear about other
people [who] face similar challenges. We
share our own stories and the workshops
provide useful, practical advice."
In addition to a handful of regulars, each month welcomes between
two and five people who join in when available. The consistent small size
allows for an intimate setting and a personalized approach to teaching,
and it gives participants the ability to build lasting relationships with one
another. Offering a safe space to discuss sensitive issues, the program has
strengthened community relations and established the shopping center
as a primary community resource. As a leader in the cause, there was
some uncertainty in regards to public response and the success of the
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program. However, it’s been confirmed that there is a local demand for
a support system of this nature. After one year of running, Ocean Keys
understands that it’s about quality over quantity.
“It’s been reassuring to hear about other people [who] face similar
challenges. We share our own stories and the workshops provide useful,
practical advice. I wish these had been around ten years ago, when I
first moved to Perth. I would have come to every single one,” said a
regular attendee.
Marketing efforts for the program center on an e-newsletter and Facebook
campaign, and they seem to be effective. In the program’s inaugural year
(May 2016 – May 2017), Ocean Keys has experienced a 1.3-percent average
increase in traffic YOY for the
monthly meet ups.
“We’ve had a really positive
response from the local
community with over $10,000
worth of positive publicity
achieved and more than
30 customers signed up for
the FIFO Families monthly
e-newsletter,” Vigor added.
Currently in the process
of brainstorming ways to
grow FIFO Families, the
Ocean Keys team is ready to
expand reach and material.
Shoppers can sign up online
and add the event to their
My Dashboard account.