Urban sprawl is a 'problem' affecting all of Australia's capital cities. The cost of servicing land on the fringe of the city is borne by the community and Australian's seeking a part of the Australian Dream-detached home ownership. There are urban planning strategies and techniques espoused to combat urban sprawl. They take many forms but generally are encompassed under one term-urban consolidation. It appears that the community are aware of the term, urban consolidation, yet few understand the reasons for it, or the range of outcomes that can be achieved.
Social marketing is a tool used to increase an individual's or community's understanding of issues. Issues such as sex, AIDS, family planning in the third world, smoking and, driving while under the influence of alcohol have all been targeted by public authority's in recent times. The community is now more informed about the issues affecting it and how to deal with those issues.
The community is also more aware of the role that community consultation plays in the decision making process. It knows that it can influence decision-makers and so demands to be heard. The decision-makers also seek the approval of the community by being responsive to community consultation.
The issues facing urban planners include, dealing with uninformed communities, the continued 'desire' from the community to be informed about the changes being planned for it and, the lack of clear urban consolidation objectives allowing for innovation in design and development.
In order to examine the three issues a literature review was undertaken on each. The findings were used as a base for the model. The model deals with all the issues by arguing that a social marketing program should be conducted to raise public awareness about urban consolidation and community consultation. At the same time as the social marketing is being conducted the planning administration will be examining urban areas considered to be suitable for possible population increases. The model next suggests that at the conclusion of the social marketing phase and urban identification phase a community consultation process should be developed.
The community has an input into the planning for their area by being involved in the community consultation phase. The community consultation phase deals with the issues of representativeness and ownership of outcomes. The model provides a managed process for change and development of urban consolidation objectives as a component of the planning regime. The conclusions reached were that the model of consultation for urban consolidation could be used for urban consolidation in selected areas. It, however, requires testing and further refinement following real world application.