Many councils struggle to engage their business communities effectively. A common mistake? Treating business engagement as a one-way marketing function rather than a relationship-building process.

Take the case of a large suburban council that sent a survey to 18,000 businesses—only to receive fewer than 30 responses. Why? Because for over a year, there had been no direct engagement, no newsletters tailored to businesses, no events, and no proactive support. The business community had been left in the dark.

Another council saw a sharp drop in engagement when all business communications were centralized under the marketing team. Their once-engaging business newsletter became a generic council bulletin, losing its relevance and impact.

The key takeaway? Economic development is about relationships, not just broadcasting information. Councils that succeed in business engagement:

✅ Invest in direct, two-way communication

✅ Provide real value through workshops, networking, and introductions

✅ Segment and personalize outreach for relevance

✅ Maintain control over business community engagement, separate from generic council comms

Economic development teams often rely on monthly newsletters to connect with businesses—but what if a more targeted approach could drive better engagement?

Northern Grampians Shire Council, led by Emma Howlett, has perfected the balance between broad outreach and highly specific communication. Using Monitor CRMS, the team filters businesses by type and location, creating segmented lists to deliver precise, relevant information in minutes.

The results speak for themselves: 4,566 unique opens in a business community of just 1,000. With an average open rate of 60% for targeted campaigns, Northern Grampians ensures businesses receive timely, valuable updates—whether it’s industry-specific grants, events, or policy changes.

Their strategy proves that quick, focused communication not only strengthens relationships with businesses but also amplifies the reach and effectiveness of broader economic development newsletters.

Want to learn how targeted engagement can transform your council’s business outreach? Let’s chat!

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