Marketing
Aim of the Town Team
• To support the development and enhancement of
a vibrant town centre with its unique Georgian
heritage, supported by our community spirit, the
wonderful local countryside and River Stour,
profitable and attractive businesses and
interesting tourist attractions in and around the
Town.
• The benefit will be for those who live, shop,
work, have local businesses and visit Blandford.
An Assessment of the Facts to support a
Blandford Identity Marketing and Communications Plan
Introduction & Mission Statement
1.1 It has been recognised that there is need for Blandford to improve its identity and image within the local community, some of whom do
not appreciate the benefits of living and working in the town, and expose the wider visitor and shopping community who are not aware of
what the town has to offer.
1.2 The EU LEP project, sponsored by DCC and NDDC, is aiming to improve the Blandford environment and is ideal opportunity to re-brand
and market Blandford.
1.3 the Blandford Town Team (TT) will provide a focus for the group to report to.
1.4 Purpose The purpose of this document is to provide a “think piece” based on the collective input, which can then be distilled in order to
enable:
1.4.1 Support to the development initiatives linked to TT planning and LEP bid for funding.
1.4.2 Gain funding from the LEP fund in order to further develop and then instigate an identity and communications marketing plan.
1.4.3 Provide ideas to re-brand and market Blandford in order to
make the town a place where people want to live, work, shop and visit based on the views of the community.
give community leaders the information to inform customers (residents, businesses and owners) about what the town has to offer and
its uniqueness.
1.5. Assumptions This assessment assumes that:
1.5.1 Blandford comprises Blandford Forum and Lower Blandford St Mary “inside” the bypass.
1.5.2 The wider Blandford area also includes the rest of Blandford St Mary, Bryanston, Pimperne and the Signals Camp.
1.5.3 The focus of the TT is on the town centre but it is looking at wider issues around Blandford.
1.5.4 The local plans produced by DCC, NDCC and the Blandford Town Council give the population and development projections.
1.5.5 Specialist agencies for Marketing, Branding, Promoting will be required to develop the ideas in the plan before the final plan can be
endorsed and commence.
1.4.6 There will be an organisation/ individuals (who may be funded) to coordinate the marketing activity derived from the marketing plan.
1.6 Accountability
1.6.1 The Marketing Group will be accountable to the TT an seek agreement from them before ant initiatives are started.
1.6.2 The Marketing Group will be responsible for delivering the Marketing Plan and ensuring any funding is used appropriately.
Purpose of the Marketing Group
• Through the work of the Town Marketing Group, supported by
other town stakeholders
– identify the factors that makes Blandford a town where people want
to live, work, shop and visit based on the views of the community;
– provide community leaders the information to inform customers
(potential residents and businesses owners) about what the town has
to offer and (visitors) why Blandford is somewhere you would want to
visit;
– increase the pride in Blandford of those currently living in the town in
order that they appreciate the benefits the town has to offer when
compared to other locations;
in order to
- create a draft marketing plan, with supporting documentation,
- support the Town Team and any initiatives it endorses
- support the EU bid for funding and the future employment of
marketing professionals
PRODUCT - Setting the Scene - Blandford
Blandford enjoys the twin benefits of being located within forty minutes drive of the Bournemouth and Poole conurbation while
retaining its traditional market town character, embellished by its Georgian centre. The town is the administrative centre of North
Dorset and provides a range of shopping, health, education and sporting facilities. (Dorset data)
************
Blandford is a market town in North Dorset in the heart of Hardy country and close to the world famous Jurassic Coast. It has a
population of …. and located some 100 miles SW of London and within easy reach of Salisbury, Bournemouth, the county town of
Dorchester and Southampton. Rebuilt in 1731 after a fire, Blandford comprises some of the best Georgian architecture in the
country.
It is a great little town with lots going for it but some people are negative about it. We are looking to change that attitude with a full
rebranding of the town as part of the newly formed Town Team project. We hope to bring about a sense of pride from the residents
as well as creating a buzz about the town that brings in visitors and tourists as well as new businesses which will in turn create a
more vibrant centre.
We have a wonderful selection of independent shops and few national chains. This includes places selling amazing local produce,
local arts and crafts, high end lifestyle stores of the type you’d expect to find in London and more. We have a world famous Brewery,
Hall and Woodhouse on our doorstep and they have 4 pubs in the town, alongside a great selection of coffee shops, freehouse pubs
and Indian and Nepalese restaurants.
The town itself is located in stunning scenery with the River Stour running along the edge, home to some celebrity otters and a
selection of Green Flag meadows open to all. The imposing Bryanston School formerly the home of the Portman family. The town is
ideally located for the New Forest, Stonehenge, Salisbury Cathedral and the UNESCO coastline.
Day visitors and tourists have plenty to do alongside all the above including three museums, the Brewery visitor centre and some
wonderful annual events including our Yuletide Festival which attracts almost 5000 people in one evening and the Great Dorset
Steam Fair in nearby Tarrant Hinton is Europe’s largest open air event attracting some 250,000 people from around the world
annually.
The residents of Blandford are a wide mix, ……
*************
Why live in Blandford? Blandford is an active and vibrant town with lots going on.
Blandford is not a town that is much talked about which is a shame as it deserves more publicity. It has a great deal to offer and has
many attributes. Set on the banks of the river Stour with open flood meadows and a fine 18 th C bridge. The town has fine Georgian
Architecture and is set in some of the most stunning countryside in England. (SA)
SOA NAME
Age Structure (%): 2010 v
Dorset
0-15
17.0 19.4
16-17
2.7
2.8
18-44 25.4 29.0
45-59 20.9 21.0
60-84 25.0 25.0
85+
2.9 2.9
Employment Education
& Skills
Blandford Damory Down
171
148
123
56
Blandford Hilltop
204
163
203
72
Blandford Langton St Leonards
106
106
91
25
Blandford Old Town
23
28
22
84
Blandford Station
55
34
50
67
SOA = Super Output Area (minimum 400 households or 1,000 population)
Socio-economic classifications:
2010 ACORN v Dorset
% Wealthy Achievers 40.1 19.6
% Urban Prosperity
7.1 6.9
% Comfortably Off
33.2 35.9
% Moderate Means
9.2 14.4
% Hard Pressed
10.2 23.2
% unclassified
0.2 0.1
Ethnicity: 2001 Census
White British (%) 96.5
BME (%)
3.5
Multiple
Income
Poverty Indicators: Housing/Council Tax Benefit: 2009
Benefit population as a % of total town population 14
Population: 9190 (2010e)
Housing units – 4944
Approx. ‘built-up’ area =
310 hectares (766 acres)
Includes Blandford St. Mary
BLANDFORD Dorset Data – The Facts
SHOP
Retail Catchment Population:
The Shopping catchment for
Blandford (major food
shopping) extends around 8
miles in a NE & SW direction,
but only about 5 miles NW &
SE. The population within the
catchment is around 24,200
(Mid 2001)
125
178
57
17
34
Housing
Crime Living
& Services
221
231
131
190
146
225
227
48
195
200
13
46
216
78
70
House Prices compared to Dorset
- Flats/ Maisonettes – lowest ;
- Terraces – lowest 92% ;
- Semi-Detached – lowest 75% ;
- Detached – lowest 66%
Holiday homes – 0.7% of total
Average House Prices 2010:
Detached £259,437
Semi-detached £197,620
Terraced £152,759
Flats/Maisonettes £113,050
LIVE
WORK
Health
Employment 2009:
Total number of people working in
the town: 4,200
Number of firms (excluding the
self-employed): 370
Full-time 57% Part-time 43%
Unemployment % - July 2010
M - 2.3; F - 1.4; Total 1.8
Retail Profile
110 shops/105,000 sq.ft. (2005) (excludes ‘out of town shops’)
Town Centre: Mainly local shops but includes nationals such as
Argos, Boots, Tesco, Somerfield, W H Smiths and Homebase.
Industrial Estates
Blandford Heights Industrial Estate (9.47h), Clump
Farm Industrial Estate (1.30h), Holland Way
Industrial Estate (7.32h), Sunrise Business Park
(5.8h), St Patricks Industrial Estate (1.3h), Uplands
Industrial Park (1.34h)
BLANDFORD
THE GUARDIAN SEP 13 – RANDOM OUTSIDERS VIEW
•
Let's move to Blandford Forum, Dorset Tom Dyckhoff The Guardian, Friday 13 September 2013 16.30 BST
•
We must thank the Bastards for this curiously pretty Georgian town
•
What's going for it? I am told that the very mention by a teacher of the Bastard brothers, architects of all that is
genteel and Georgian about Blandford Forum, can cause a classroom to descend into chaos. The Bastards (titter)
helped rebuild the town after a devastating fire in 1731. But how do you repay them for their harmony of
proportion and elegant way with a mullion? Laughter, that's how. The less juvenile will thank the Bastards (titter),
for they left behind a curiously pretty town, curious because of the completeness of their Georgian vision. This is
a little Bath in brick. I was also expecting if not the Colosseum then at least a bit of Roman rubble. It's called
"forum", right? But I'll make do with the pretty cupola on the parish church, Georgian town houses, a pint from
the Badger Brewery and a mooch round the Saturday market. This is Proper Dorset, far from the madding crowd
of the coast and un-Fearnley-Whittingstalled, with its peculiar collision of dairy farms, bronze age forts, army
manoeuvres and the Young Farmers.
The case against It's facing its fair share of austerity ennui: empty shops and the like. People under 23, don't
expect many thrills.
Well connected? With a car, unless you fancy a four-hour walk to the station at Poole. It's a 20-minute drive to
Wimborne Minster and the A31 – your ticket to the rest of the universe – a little longer to the sea, 35 minutes to
the dreaded A303 north, and 40 minutes to Bournemouth and its airport.
Hang out at… The Crown Hotel, talking milk quotas over a Badger.
Schools Primaries: all three locals, Milldown CofE, Blandford St Mary CofE and Archbishop Wake CofE, are "good",
says Ofsted. Secondaries: the Blandford School is also "good".
Where to buy The old centre, with its Georgian town houses for first dibs, though people hang on to them and
they rarely come on the market. Otherwise, you'll find plenty of Victorians on and south-east of the main Salisbury
Road. Further out are postwar and modern suburbans.
Market values Large detacheds and town houses, £350,000-£500,000. Detacheds, £150,000-£350,000. Semis,
£150,000-£230,000. Terraces, £125,000-£220,000. Flats, £80,000-£150,000. Rentals: two-bed terrace £750pcm;
two-bed flat £500pcm.
Bargain of the week Large four-bedroom Victorian detached just outside the centre, needing modernisation:
£285,000 with Chaffers, via Rightmove.
From the streets
Cassia Stevens "Check out the Hambledon Gallery – an amazing little shop on Salisbury Street."
Barbara Curtis "Friendly people and a brilliant University of the Third Age."
•
•
•
•
•
•
•
•
•
http://www.theguardian.com/money/2013/sep/13/lets-move-blandford-forum-dorset
Blandford has a really good swimming pool and sports
centre. The Dorset Rural Music school is based there.
Bryanston school has a theatre that has productions
and C&O tractors have all you can want for farm
machinery. And don't forget the Dorset Steam Fair
every year the first weekend in September.
Last year I was in Pokhara, Nepal and a local chap came up
and started chatting to me, saying that he lived in
Blandford. I had no idea what he was talking about until
he said it was in Dorset. Turns out he is a Ghurka serving
in the Royal Corps of Signals based there or thereabouts.
He only had good words for the place.
The Bastards left behind a curiously
pretty town, curious because of the
completeness of their Georgian vision.
What's going for it? I'll make do
with the pretty cupola on the
parish church, Georgian town
houses, a pint from the Badger
Brewery and a mooch round the
Saturday market. This is Proper
Dorset, far from the madding
crowd of the coast and unFearnley-Whittingstalled, with
its peculiar collision of dairy
farms, bronze age forts, army
manoeuvres and the Young
Farmers.
Like so many of my Blandford
schoolfriends from the 60's I left,
vowing never to return, to seek a better
more interesting life elsewhere. The
grass has been greener in some ways
but I now love returning to Blandford
and appreciate it so much more than I
ever thought I would. The old railway
line which is now The Trailway means
off road cycling or walking is possible all
the way to Sturminster Newton. People
are friendly and coast is near so what's
not to like.
that is Blandford and
why I love living
here........even on a
rain day like today a
walk over the blue
bridge and along the
new yellow brick road
aka path was rewarded
by an egret sitting by
the weir!
Twist my arm then: Let's move to
Blandford Forum, Dorset
LIVE
VISIT
This is where I grew up
and the @guardian
thinks it's lovely.
BLANDFORD
THE GUARDIAN SEP SHOP
13 – THE GOOD TWEETS
Lovely town - grew up there a lot, full
of wooden frame houses and quirky
streets.
Don't forget easy access to the brilliant
Blandford Steam Festival!
http://www.theguardian.com/money/2013/sep/13/lets-move-blandford-forum-dorset
Oh Blandford. LOL.
I bet Blandford Forum hates getting attention,
the whole point is people don't find out how
nice it is!
Why come to live
in Blandford?
This is a little
Bath in brick.
Sweet little article
about Blandford in
the Guardian which
makes a change!
ace! Makes where I live sound ace!
"Friendly people
ENVIRONMENT
EXPERIENCE
HOSPITALITY
We must thank the
Bastards for this
curiously pretty
Georgian town, says
Tom Dyckhoff
I grew up in the town , and even though
I now live in London. I miss it on a
weekly basis. Yes a teenager I was
frustrated with the lack of transport
and small town attitudes, but as I have
got older, and wiser I really appreciate
growing up there, with a real sense of
community, great state schools, and
beautiful countryside. I didn't realise
how lucky I was.
Blandford is a lovely little town in the
most gorgeous deepest Englandshire
countryside. Good points: peace, quiet,
beauty, lots of independent shops and
the Gurkha restaurants (there's more
than one) are what your taste buds
were invented for.
Blandford has suffered through the recession like any other town, but
is holding its own reasonably well.
BLANDFORD
THE GUARDIAN SEP 13 – THE BAD TWEETS
http://www.theguardian.com/money/2013/sep/13/lets-move-blandford-forum-dorset
Never move to Blandford Forum
the military thugs will beat up
your children for sport on a
Friday night with impunity .
People under 23, don't expect
many thrills.
and teenagers may not be as
keen as their parents............
Bland = Boring; Ford = Shallow; Forum = Market.
That's all you need to know. Absolute sh*thole.
Why come to live
in Blandford?
Doesn't it have a heroin problem?
LIVE
VISIT
ENVIRONMENT
EXPERIENCE
HOSPITALITY
WORK
SHOP
It's facing its fair share of
austerity ennui: empty
shops and the like.
With a car, unless
you fancy a fourhour walk to the
station at Poole. It's
a 20-minute drive to
Wimborne Minster
and the A31 – your
ticket to the rest of
the universe – a
little longer to the
sea, 35 minutes to
the dreaded A303
north, and 40
minutes to
Bournemouth and
its airport.
the roads
in and out
(and
around
the area
generally)
can be a
bit of a
bugger,
especially
in the
tourist
season.
No employment, full of charity shops and
estate agents, pubs all defiled - normal
town...
Blandford has suffered through the recession like any other
town, but is holding its own reasonably well.
Shame
about the
transport
links as it
makes a car
essential.
BLANDFORD
THE TIMES – 2 NOV 13 - A weekend in... Blandford Forum, Dorset
• Nicholas Roe
• Welcome to the town built by Bastards but inhabited by some very nice people. An unusual
place. I’m not being rude, by the way. Blandford Forum in Dorset was built by architect
brothers John and William Bastard, who reconstructed the entire settlement after a
disastrous fire in 1731, creating from that thatch-roofed conflagration the most complete and
exquisite example of small-town Georgian architecture now in existence. And don’t we notice
it, parking by Morrisons, walking down East Street in sunshine. The place is lovely.
THE WEEK – 30 NOV 13 - A Georgian market town
• “the most exquisite example of small-town Georgian architecture” (Nicholas Roe – in the
Times)
• Museums; Blandford, Fashion, Royal Signals
• Kingston Lacy
SUNDAY TELEGRAPH – 16 AUG 14 - Britain’s 20 Friendliest Places to Live
• No 11 – North Dorset – in 2012 North Dorset, which includes Blandford Forum – 93.74% of
residents felt they lived in a where “neighbours look pout for each other”.
http://www.theguardian.com/money/2013/sep/13/lets-move-blandford-forum-dorset
BLANDFORD
THE WEEK – 30 NOV 13
A Georgian market town
• “the most exquisite example of small-town Georgian architecture” (Nicholas Roe
– in the Times)
• Museums; Blandford, Fashion, Royal Signals
• Kingston Lacy
SUNDAY TELEGRAPH – 16 AUG 14
Britain’s 20 Friendliest Places to Live
• No 11 – North Dorset – in 2012 North Dorset, which includes Blandford Forum –
93.74% of residents felt they lived in a where “neighbours look pout for each
other”.
http://www.theguardian.com/money/2013/sep/13/lets-move-blandford-forum-dorset
BLANDFORD
Current Market Position Survey Results
Why come to live
in Blandford?
LIVE
VISIT
ENVIRONMENT
EXPERIENCE
HOSPITALITY
WORK
SHOP
BLANDFORD Experian – Mosaic Profile
http://www.experian.co.uk/marketing-services/products/demographicsonline.html
Successful organisations take the process of analysing their customers and
evaluating their local markets seriously. They use their knowledge and
understanding to deliver real competitive advantage.
Demographic segmentation
Experian's demographic segmentation tools help you understand what type
of people your customers are, from their age, gender, marital status, to
Why come to live
knowing where they live and how to communicate with them, through to
in Blandford?
their lifestyles and cultures.
Mosaic
enhance customer understanding with Experian’s Mosaic UK, Mosaic
Scotland and Mosaic Global consumer classifications. Mosaic is depth and
breadth and depth of insight that identifies target audiences, how they live
and how they spend their money across channels.
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LIVE
Experian's behavioural
VISIT segmentation tools capture the behaviours, attitudes
and purchasing habits of individuals
to enable you to develop personalised
ENVIRONMENT
customer engagment.
EXPERIENCE
Financial Strategy Segments
HOSPITALITY
financial insight that optimises customer relationships by revealing a
WORK
comprehensive view of individual and household financial
behaviour.
GreenAware
meet customers’ environmental expectations with the first detailed measure
of carbon footprint and eco-attitudesSHOP
for every household and postcode in
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TrueTouch
understand where to find your customers across channels alongside their
behavioural motivations and decision-making styles.
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classify the UK population based on fashion buying behaviour and
understand individual customer types and the market as a whole.
Demographics Online is a web-based tool that enables you to:
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Import consumer postcodes, segment and profile this data
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Describe an area
Define a sales territory or trade area, profile the area and
report on this using Experian's range of local market
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Rank areas
Compare and rank areas of the country to identify the
concentration of your customers by store catchment, local
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Map and report
Map the location and coverage of your customers, sites and
competitors, report on the coverage of products and services;
visualise sales territories or trade areas.
Use Demographics Online to:
Understand your customers;
Find new customers;
Benchmark performance;
Identify the potential of local markets;
Identify the attractiveness of sales or trade areas;
Visualise your data.
BLANDFORD SWOT - STRENGTHS
Blandford Camp
“PRIVATE SCHOOLS”” Bryanston, Clayesmore, Knighton House,
Hanford, St Mary’s, Cannford, Milton Abbey
Dementia friendly project
This is a little Bath in brick.
Traditional coaching town/
smuggling
A warm welcome through
the ages – historic
coaching hub to the SW
“IN THE TOWN”
Georgian architecture
Brewery Visitors Centre
Fashion Museum
Town Museum
“WITHIN 20 MINUTES”
Blandford Camp Signals Museum
Wimbourne, Kingston Lacy (NT)
Shaftesbury (Gold Hill), Waldour
Castle, Cerne Abbas, Milton Abbas,
Monkey World, Bovington Tank
Museum, lovely countryside
LANDSCAPE: River frontage, Meadows, Green Flags,
Milldown, Otters, surrounding countryside
Hospital
Why come to live
in Blandford?
Everything is in walking
distance
ACTIVITIES: Sports centre, walking (Trail-way, walk
everywhere), Groups. (Leisure for all), Sports Clubs
COMMUNITY
Community Groups (list)
Good community sprit – amongst many
CULTURE
Lots of Artists and Musicians live here
Dorset Music School
LIVE
VISIT
HOUSING
Relatively affordable in Dorset
ENVIRONMENT
EXPERIENCE
HOSPITALITY
“WITHIN 40 MINUTES”
Jurassic Coast; Bournemouth,
Poole, Swanage, Lulworth Cove,
Dorchester, Weymouth, Portland,
Cesil Beach
Corfe Castle, Sherbourne,
Stourhead (NT)
WORK
JOBS: Easy access to Poole &
Bournemouth & centre of Dorset
Private Schools ; Blandford Camp;
other employers on Industrial Estate
SHOP
LOCAL ARTISTS
Dorset Art Week
EVENTS
Georgian Fair (May)
Hidden Gardens (Jun)
Steam Fair (Sep)
Yuletide Festival (Dec)
EDUCATION/Schools Primaries: all three locals,
Milldown CofE, Blandford St Mary CofE and
Archbishop Wake CofE, are "good", says Ofsted.
Secondaries: the Blandford School is also "good".
Good Independent shops
Quality boutiques
Local produce
Good pubs/ Coffee shops
Market 2 days a week plus
a monthly Farmers Market
and visiting French
markets
Major employers:
• Blandford Hospital • Bryanston School
• Clayesmore Senior School • Co-op
• Damory Coaches • Dorset County Council •
Environment Agency • Hall & Woodhouse Ltd
• Hospital Metalcraft Ltd • Iracroft Ltd
• North Dorset District Council • KJ Pike and
Sons
• Royal Signals • Signpost Housing Association
• The Forum School• Tesco
• Wessex Homes Park and Leisure Ltd.
BLANDFORD SWOT - Weaknesses
Town cleanliness
No Arts Centre
People under 23, don't expect many thrills.
Bus links
No train
Lack of a pride in the community
Viewed as a “poor” town
Mixed socio-economic population
Why come to live
in Blandford?
Little visitor "brand" awareness of
Blandford outside Dorset
Lack of a clear “amenities strategy”
Traffic Management/ Flow
NO BRAND
Signage off the By-pass
VISIT
LIVE
“Young” peoples entertainment
ENVIRONMENT
EXPERIENCE
HOSPITALITY
WORK
SHOP
Lack of a clear “energy strategy”
Market – outside & in Corn Exchange
Lack of a clear “industrial strategy”?
Signage in the Town
Limited opportunities – more and better
paid in Bournemouth/ Poole
Traffic Management/ Flow
Public Toilets (but would not be any if
Town Council did not fund)
Parking charges regime by County and District Councils
Lack of “good “ restaurants” – in villages
It's facing its fair share of austerity ennui: empty shops and the like.
BLANDFORD SWOT - Opportunities
Relatively cheap housing for
Dorset
Fording Point – a new arts centre and cinema
Complete renovation of the 18th C Corn Exchange
“PRIVATE SCHOOLS” Bryanston, Clayesmore, Knighton House,
Hanford, St Mary’s, Cannford, Milton Abbey
Landscape
Community sprit
Reconnect with the local population
New full disability access to the riverside meadows
Why come to live
in Blandford?
Marketing Plan
Putting pride back into where we live
Mixed socio-economic population
Georgian Heritage - national
Community events
Otters local
LIVE
VISIT
National/ Regional Event
that draws people into the
Town
ENVIRONMENT
EXPERIENCE
HOSPITALITY
WORK
SHOP
Jobs: Easy access to Poole &
Bournemouth & centre of Dorset
Private Schools ; Blandford Signals
Camp; Brewery; Bristol Maid,
Supermarkets and other employers
on Industrial Estate
Market Place environment - covered
Marketing Plan
Increasing population
BLANDFORD SWOT - Threats
Town cleanliness
Poor public transport links
Local antipathy to change and improvement
Viewed as a “poor” town
Other local towns in the area that
offers a better visitor experience:
Wimbourne (minster, shopping, food),
Dorchester (county town, shopping),
Shaftesbury (abbey, Gold Hill),
Sherbourne (schools, castle, shopping)
Salisbury (cathedral,
Division in views as to need between
mixed socio-economic population
Why come to live
in Blandford?
Resistance to change
Locals slate the “Blandford Brand”
Vested interests
VISIT
A terrible Brand name
LIVE
ENVIRONMENT
EXPERIENCE
HOSPITALITY
WORK
SHOP
Poor public transport links
Limited opportunities – more and better
paid in Bournemouth/ Poole
Parking charges regime by County and District Councils
Empty shops/ Charity shops
Poole & Bournemouth for shopping
Lack of “good “ restaurants” – all in villages
BLANDFORD SWOT - Key and Unique factors &
Opportunities that will Impact on Branding
Relatively cheap housing for
Dorset
Private Schools
Fording Point – a new arts centre and cinema
Poor public
transport links
No Arts Centre
Complete renovation of the 18th C Corn Exchange
Viewed as a “poor” town
Heritage
Local antipathy to change and improvement
This is a little Bath in brick.
LANDSCAPE: River frontage, Meadows, Green Flags,
Milldown, Otters, surrounding countryside, Trailway
Community sprit
Resistance to change
Traditional coaching town/
smuggling - Hospitality
Locals slate the “Blandford Brand”
Mixed socio-economic population
“IN THE TOWN”
Georgian architecture
Brewery Visitors Centre
Fashion Museum
Division in views as to need between
mixed socio-economic population
Community events
Town Museum
Public Schools
LIVE
VISIT
National/ Regional Event
that draws people into the
Town
CULTURE
Lots of Artists and Musicians live
here
Dorset Music School
ENVIRONMENT
EXPERIENCE
HOSPITALITY
WORK
SHOP
Other local towns in the area that
offers a better visitor experience:
LOCAL ARTISTS
Dorset Art Week
Traffic Management/ Flow
Market – outside & in Corn Exchange
Poor public transport links
Telegraph Manifesto for Our Shops What
Works Well 23/11/13
- Do not just say you value having a local high
street; spend your money there, including at
local independent shops.
- Get involved in community based initiatives to
inject new life into the high streets.
Market Place environment
EVENTS
Georgian Fair (May)
Hidden Gardens (Jun)
Steam Fair (Sep)
Yuletide Festival (Dec)
Lack of a pride in the community
Poole & Bournemouth for shopping
Empty shops/ Charity shops
Parking charges regime by County and District Councils
Increasing population
Limited opportunities – more and better
paid in Bournemouth/ Poole
Independent shops
Quality boutiques
Local produce
Good pubs
Private Schools ; Blandford Camp;
Brewery; Bristol Maid,
Supermarkets and other employers
on Industrial Estate
Population:
Branding:
BLANDFORD Competitor Analysis - FROME Identity SWOT
S
- “new place to be after other country areas
have been priced out of the reach”
- "Participate Frome! - A special weeklong
event is being organised by Frome Town
Council to encourage local communities to
get more involved with their town and
everything that goes on within it.”
SWOTS-
WWhy come to live
in Frome?
W-
O-
O-
T-
T-
VISIT
S
- raise the profile of Frome in national media
- redeveloping our website to focus more
effectively on different audiences – visitors
and businesses on one hand and residents
and local community on the other.
The Frome Town Team is
a loose organisation –
there are about 40
contacts from which we
pull together relevant
expertise for individual
projects.
SHOP
S
- Interesting Independent shops
- Independent eateries
- Not too many chains
- monthly Super Market
S
- Arts Centre Black Swan Arts,
Rook Lane Arts and the Silk Mill
Studios
- strong arts and creative sector
LIVE
WORK
S
- work hub
- high tech businesses doing graphic
design, websites, apps
WOT-
OWT-
Experian – Mosaic profile
Product - What gives Blandford Competitive Advantage
- Summary
Competitive scope
Similarity
Competitive
advantage
LEADERSHIP
Unique in the UK - Georgian market town
architecture (Visit [link to Bath]/ Live)
DIFFERENTIATION
The Meadows and River Stour scenery (and
Differentiation otters) (Live)
The number of Artists/ Musicians (Live)
Affordability of housing in Dorset (Live)
DANGEROUS
FOCUS/ NICHE
Dorset Steam Fair (Visit)
Fashion Museum (Visit)
Signals Museum (Visit)
Badger Beer (Visit)
Describe how we differentiate our product from competition and, which elements of the marketing mix are crucial to success?
•
Leadership - control the market . This is good if you are in a market where differentiation is hard to achieve.
•
Focus/ niche marketing - you offer unique, added value products in tightly defined markets
•
Differentiation - similar to the above, but you concentrate on achieving superior performance in an important customer benefit area valued
by the market as a whole e.g. quality, style.
•
Dangerous Option - attempting to sell a poorly differentiated product will only work whilst demand outstrips supply.
But a lesson from the USA – Wilcox, Arizona:
“Small towns must learn to see their neighbouring community as a competitor only for the Friday night football game.
How do we work together within North Dorset/ Dorset?
BLANDFORD Target Audiences & Stakeholders
Information Centre
B&B owners
Blandford and potential Residents
Retired
Parents of private
School Pupils
Young Families
Day visitors
Why come to live
in Blandford?
Community Groups
DCC
Holiday visitors
Sports Centre
NDDC
Public Schools
DT11
Steam Fair visitors
Town Council
Town Museum
VISIT
Bfd StM Parish Council
LIVE
ENVIRONMENT
EXPERIENCE
HOSPITALITY
Crown Hotel
Private Schools
WORK
H&W Brewery
Fashion Museum
SHOP
Signals Museum
Bristol Maid
Employers on Industrial Estates
Brewery
Blandford Camp
Private Schools
Chamber of Trade
Supermarkets
Individual Shop Owners
National Chains
People who live in DT11 and
close areas around Blandford
BLANDFORD - STAKEHOLDER MAPPING
Relationship of
Stakeholders
External to
Enterprise
The Enterprise
Internal to
Enterprise
Enterprise: the
system that
integrates all
aspects of a
business. It
consists of:
Transforming,
Supporting,
Planning,
Monitoring,
Controlling and
Linking
Activities.
Urgency
Attention
getting
capability of
the
stakeholder:
High, Med, Low
Legitimate relevance/ importance of project to Stakeholder
High
Low
Context Settlers (loose cannons)
Level 2
OFFENSIVE – EXPLOIT INVOLVE
Mixed Blessing
Important stakeholder
group in need of
empowerment.
Involve, build capacity
and secure interests
(do more than is
required)
HOLD - MONITOR
Marginal
(do the least that is
required – could even
ignore)
Bystanders
Level 3
Players
Level 1
SWING – CHANGE THE
RULES - COLLABORATE
Supportive (do all that
is required)
DEFENSIVE – DEFEND
Non-supportive Useful
for opinion and
decision formulation.
Mitigate impacts and
defend against (do the
least that is required)
Victims/ Beneficiaries
Power/ potential impact or influence of Stakeholder on project
Level 1 those stakeholders most critical to the success of the project/process.
Visible commitment, need to contribute, impact on their org, have the the power to stop the project.
Need to be champions of the project.
Level 2 those stakeholders who are important to the success of the project but are not as critical:
Commitment, need to make a direct commitment but not necessarily major, has some impact on their organisation, may be able to undermine project but not a
major risk.
Level 3 may be impacted on by the project in the future they are not impacted directly or in the immediate future.
High
BLANDFORD – TARGET AUDIENCES Positioning Statement – What we need to focus on
ENVIRONMENT
EXPERIENCE
HOSPITALITY
Legitimate relevance/ importance of project to Stakeholder
High
Low
Level 2
Level 1
NDDC
Potential Residents
Community Groups
DT11
Town Council
B&B owners
Individual Shop Owners
Bfd StM Parish Council
Information Centre
Crown Hotel
People who live in DT11 and
close areas around Blandford
Fashion Museum
Blandford Signals Camp
H&W Brewery
Public Schools
Blandford Camp residents
HOLD – MONITOR BYSTANDERS
DCC
Blandford Residents
Retired– EXPLOIT – INVOLVE –
OFFENSIVE
Young Families
CONTEXT SETTERS
Library
Chamber of Trade
SWING – CHANGE THE
RULES – COLLABORATE
- PLAYERS
Signals Museum
Town Museum
Private Schools
Private Schools
Steam Fair visitors
Day visitors
Holiday visitors
Sports Centre
Employers on Industrial Estates
National Chains
Bristol Maid
Parents ofDEFENSIVE
private
– DEFEND –
SchoolVICTIMS/
Pupils
BENEFICIARIES
Supermarkets
Level 3
Power/ potential impact or influence of Stakeholder on project
Level 1 those stakeholders most critical to the success of the project/process.
Visible commitment, need to contribute, impact on their org, have the the power to stop the project.
Need to be champions of the project.
Level 2 those stakeholders who are important to the success of the project but are not as critical:
Commitment, need to make a direct commitment but not necessarily major, has some impact on their organisation, may be able to undermine project but not a
major risk.
Level 3 may be impacted on by the project in the future they are not impacted directly or in the immediate future.
High
BLANDFORD
Price – Where are Costs Imposed/ Costs Mitigated
Meadows and River Stour , Open paces and Environment
Historic (Georgian) Town Centre
Cheap Housing for Dorset
Poor Public Transport
Why come to live
in Blandford?
Interesting (Unique)
attractions to visit
LIVE
VISIT
ENVIRONMENT
EXPERIENCE
HOSPITALITY
WORK
SHOP
(Perceived lack of) Access
to Toilets
Parking charges
Shop Owners - Business Rates
Blandford - Brand Positioning Matrix Summary
We need a Company to Develop the Blandford Brand to work with the Town Team
What is the Blandford brand strategy?
• To give a coherent and uplifting brand message that makes people want to live, shop, work
and visit Blandford that focuses through image and words on the environment, experience
and hospitality the town has to offer
What are we branding the town or specified elements? (see Current Brands and Brand thoughts)
• need a cohesive brand that can be used across all aspects of marketing the town, both to the
residents and for visitors from far and near.
• a bright, fresh and independent look for the town showcasing the wealth of attractions we
have to offer as well as engendering pride in those that already call Blandford home.
• We want to celebrate and showcase the following: The Environment; The Experience; The
Hospitality
Aim to differentiate – Nationally and County
• What are our unique selling points? – (see Competitive Advantage summary)
Promotional mix - (see Promotional strategy)
• a combination of hard and soft copy media, presence at key regional and local evens and use
of visitor attractions and holiday accommodation
• Theme running through from web-site to promotional literature, guides
Blandford –
Promotional Strategy & Communication Mix
• Need to carry out promotional activity to get:
•
•
– local buy-in
– retain and attract businesses
– attract visitors in the right quantity, at the right time
– distinguish us from the competition
Promotional activity will need to be tailored specifically to the needs of target
customers with a full promotional mix will be used to:
– create awareness
– generate sales
– encourage loyalty
includes:
•
•
•
•
•
•
Defined branding (see slides)
Promotional strategy (see slides),
Public Relations (see slide),
Advertising strategy to Target Audiences (see slide)
Business partners to assist (see slide)
Continuing survey
“A little Bath in brick”. – Guardian (Sep 13)
Blandford Fashion Museum
Blandford Signals Museum
Pride of Dorset
BLANDFORD Current Brands and Brand Thoughts
Discover Blandford
“Dorset's Best Kept Secret”
A warm welcome through the ages
“A Unique Georgian town” (Blandford Town)
“The best Georgian town in the UK” (Blandford Hidden Gardens)
‘Blandford’ logo to be used across all Town Team
marketing and promotion
Possible incorporation of a tag line that can be
added to the logo when needed.
“Where else would you really want to live?
Great Dorset Steam Fair
“Proper Dorset”
Guardian (Sep 13)
“Surprise yourself ”
Why come to live
in Blandford?
Blandford Fire 1731
A skyline design to be used on the website and
marketing materials showcasing the Church, River,
Meadows, Otters, the Town Square and the
beautiful setting of the town.
Needs to be striking and simple – perhaps the
cupola of the church or a strong and clear bit of
Georgian architecture, ie welcoming visitors through
an open door.
Colours – would suggest steering away from red or
green because of colour blind people. Would
suggest a Georgian heritage blue.
VISIT
KEY MESSAGE:
“A Good Place to ..”
ENVIRONMENT
EXPERIENCE
HOSPITALITY
Key Words
Things to Avoid Colours
Fresh
Clean
Olde Worlde
Actual
Georgian
Commercial
Council like
Bland
Ford (shallow)
Long Lasting / Classic
Looking to the Future
Strong Heritage
Georgian
Welcoming
Beautiful Environment
Independent
Quirky
Blandford Forum Town Council
Blandford Lions
SHOP
White
Heritage
Blue
Red
Gold
“Everything you need”
Bought in Blandford
LIVE
Blandford Fly
WORK
Hall & Woodhouse
1777
What are we branding the town or specified
elements?
•
need a cohesive brand that can be used
across all aspects of marketing the town,
both to the residents and for visitors from
far and near.
•
a bright, fresh and independent look for
the town showcasing the wealth of
attractions we have to offer as well as
engendering pride in those that already
call Blandford home.
•
We want to celebrate and showcase the
following: The Environment; The
Experience; The Hospitality -
Blandford Brands/ Symbols
The Bastards
•
•
•
•
•
Kate’s (and David’s) View on the Brand
Heritage V Otters
As the person who has been given the role of branding on this committee after Stephanie had to leave, I
would like a very simple but striking image of the cupola on the Georgian parish church to be our
identity... simple, striking, will reproduce well both in black and white, we should choose a very typically
Georgian colour, ie: the lovely dark to mid blue which isn't quite navy blue (sorry, does that make
sense?!?) - need to steer clear of red and green due to reproduction/colour blindness issue.
Some people may say that the cupola is a religious symbol as it is on top of the church - I am not remotely
religious and I do not regard a cupola as being a religious symbol... they are used on Georgian buildings in
particular, but this one just happens to be on the church.
It is very much the focus of our beautiful and unique GEORGIAN town.
I am absolutely against otters, countryside etc. etc. being part of our symbolic corporate identity as whilst
very charming etc. lots of counties (particularly Devon!) have already adopted this identity and the real
West country is associated with otters far more than Dorset. Otters can certainly and should be
incorporated into the nice things to do in Blandford etc. etc.
Town/district council need to actually have a long hard look and see why Blandford, with its undoubted
merits, has so little identity....
Blandford - Promotional Strategy
• To the Community Telegraph Manifesto for Our Shops What Works Well 23/11/13
– Do not just say you value having a local high street; spend your money there, including
at local independent shops.
– Get involved in community based initiatives to inject new life into the high streets.
• Promote at major local events: Steam Fair, Georgian Fair
• Promote through visitors to key attractions (Brewery, Signals & Fashion Museums
an staying at B&Bs and Crown
• Promote through articles in national and Dorset magazines (Dorset Life); links to
back copy articles
• Get Clubs involved to produce local promotional items based on branding brief :
–
–
–
–
Photographic competition - BFCC http://www.bfcclub.co.uk/
Poetry on Blandford – West St Poets
Art competition – Blandford Arts Society http://www.blandfordartsociety.co.uk/
Essay Competition – Blandford School – could do through the Rotary young writers
competition –title “What I believe is Unique About Blandford”.
http://www.ribi.org/youth/competitions/ribi-young-writer
Blandford - TOWN MAP & GUIDE / WEB SITE THOUGHTS
A website plan will be decided at a later stage but it will cover: a welcome/home page;
directory of local businesses; shopping in Blandford; visitor attractions/a day out in
Blandford; where to stay; where to eat and drink; events listings; getting involved page,
links to other Blandford organisations. What’s on and where to go calendar
How to compliment or replace others? Such as Town Council, Information Office
A Town Map to be used in a town guide, as a leaflet, part of the web-site and as large
signs within the town. It needs to be accurate as well as showing off the key attractions
of the town with illustrations. The initial design of an annual hard copy Town Guide
and e-copy including:
Welcome; History: Key: Georgian/ the Railway/ WW2 Defence (Museum);
Blandford Heroes – historic and modern; Key Attractions; Business Listings; Town
Map; 2-3 Articles – links to other Blandford articles; Events Listings; Useful
Information – travel and parking, toilets, library, post office etc.
QR Code on all paperwork to take you to the web-site
Governance: who accountable and responsible, who funds, who updates, you can
input?
Blandford - Public Relations Strategy
Good PR will generate understanding and positive interest in our business. It will wet potential
customers' appetite for more information, prompt enquiries, re-establish dormant contracts and
reinforces our image with existing customers.
We need to develop an image and a reputation with your customers and the market as a whole.
This image will be created by cumulative effect, based on the quality of our printed materials, the
people in the town, and the willingness of employers and visitors to broadcast their good
experiences.
Objectives for the communications message we want to send out. The PR activities will to reinforce
those messages in the mind of the public.
Objectives
Messages




Publicity is the part of PR which involves capitalising on 'newsworthy' events or opportunities - using the press to
sending a positive message to your marketplace. A publicity plan will be included in our one-year plan.
BLANDFORD Type of Advertising Strategy & Dissemination Method for each Message to
each Target Audience
Blandford Information Office
Visit Blandford stall at the Steam Fair
Key Employers
Blandford-People
Wessex FM
Forum Focus
Blandford-Buzz
Why come to live
in Blandford?
TARGET AUDIENCE:
Potential day and holiday visitors
TARGET AUDIANCE
Blandford and potential Residents
Steam Fair FM (end Aug)
Hall & Woodhouse Brewery
ITV Meridian
VISIT
Blandford Signals Museum
LIVE
BBC South Today
A free website for all of Blandford's
businesses. A ‘one stop’ Blandford
Information Site.
Blandford Fashion Museum
BBC Dorset FM
National magazines/ papers
BFBS Garrison FM (Blandford)
WORK
Dorset magazines/ papers:
Dorset Life
Key Employers
SHOP
TARGET AUDIANCE
People who live in and around
Stall at the Georgian Fair
Vale FM
The Breeze (North Dorset)
Blackmore Vale Magazine
TARGET AUDIENCE: People who live in and around
BLANDFORD Partnership/Business Partners
Blandford Information Centre;
Hall & woodhouse Brewery;
Blandford Fashion Museum;
Private Schools,
Blandford Signals Museum,
B&B owners,
Crown Hotel
Schools,
Sports Centre,
Sports Clubs
Community Clubs
Key Employers (see below)
Why come to live
in Blandford?
VISIT
Town Council,
DT11,
NDDC,
Dorset County
Council
Bfd StM Parish
Council
SHOP
Chamber of Trade
Shop owners
LIVE
WORK
Major employers:
• Blandford Hospital • Bryanston School
• Clayesmore Senior School • Co-op
• Damory Coaches • Dorset County Council
• Environment Agency • Hall &
Woodhouse Ltd • Hospital Metalcraft Ltd •
Iracroft Ltd
• North Dorset District Council • KJ Pike
and Sons
• Royal Signals • Signpost Housing
Association • The Forum School• Tesco
• Wessex Homes Park and Leisure Ltd.
Blandford – Continuing Survey
Good lesson from Arizona – Gather information from visitors
Use: B&Bs, Crown, visitors attritions and man in events
Adapt from below:
SUCCESSFUL MARKETING FOR TOWNS – Marketing the uniqueness of small Towns
WRDC 41 Jan 95 – Wilcox, Arizona
http://wrdc.usu.edu/files/publications/publication/pub__4990670.pdf
Time Scale & Budget
Budget
Currently seeking funding through the EU –for what
Develop outline costings
• Survey
• Experian – Mosaic Profile
Potential sponsors?
Time Scale (assuming a budget)
Survey complete – Nov 13?
Draft plan complete – Dec 13?
EU submission completion date?
Tender for a Branding company
Briefing the selected branding company
Logos/Brand – 3 months
Town Guide and Map – 5 months
Website – 6 months
The Plan may look something like this:
•
•
•
1. Market Analysis – Demographics, SWOT, Competitor Analysis, Target Markets, Key Issues
2. Objectives – As above
3. Strategy
–
–
–
–
–
•
•
•
•
How will the market objective be achieved?
What do we not need to offer.
What do we need to develop to meet changing market conditions and how can we go about it?
Brand Strategy – What we want to brand ourselves as – this is the Environment, Experience, Hospitality/Heritage .
Promotional Strategy – How we are going to achieve the above – Website, Town Guide, PR, Working with local businesses,
cohesive branding across all platforms, manifesto, emails, social media etc.
Market segments to be competed in? (SWOT)
Who are we aiming our strategy against?
Who will support us?
How to position Town against competition – where not to compete?
•
4. Action Plan - 1 year, 2 years, 3 years (or whichever break downs of time works for us) Objectives for the year
•
•
•
•
•
•
•
Strategies to be adopting to meet those objectives
Action plans, showing timing and costs, responsibilities
Finance
Key activities start and finish, and how they synchronise with one another
Partners
Performance Indicators
These don’t need to be long tomes of writing, just quick simple points about 10 pages or slides which is
manageable and would give us a clear direction with which to plan the main campaign and move forward quickly,
worrying less about analysing and more about doing.
The Plan 1:
• 1. Market Analysis – Demographics, SWOT,
Competitor Analysis, Target Markets, Key Issues
• 2. Objectives – Through the work of the Town
Marketing and Communications Group, supported by
other town stakeholders,
– identify the factors that makes Blandford a town where people
want to live, work, shop and visit based on the views of the
community;
– provide community leaders the information to inform customers
(potential residents and businesses owners) about what the
town has to offer and (visitors) why Blandford is somewhere you
would want to visit;
– in order to create a draft marketing plan, with supporting
documentation , for Blandford as a town, rather than directed at
specific target audiences, to support the 2013 LEP EU bid for
funding and the future employment of marketing professionals
• 3. Strategy
The Plan 2:
– How will the market objective be achieved?
• To initially to have one campaign covering the whole town rather than
separate ones for each group; which we can do later .
•
•
•
•
– What do we not need to offer.
– What do we need to develop to meet changing market
conditions and how can we go about it?
– Brand Strategy – What we want to brand ourselves as – this is
the Environment, Experience, Hospitality/Heritage .
– Promotional Strategy – How we are going to achieve the above
– Website, Town Guide, PR, Working with local businesses,
competitions to develop local imagers, cohesive branding across
all platforms, manifesto, emails, social media etc.
Market segments to be competed in? (SWOT)
Who are we aiming our strategy against?
Who will support us?
How to position Town against competition?
– What locations are we competing for in what sectors
– What towns are we not competing for in what sectors
The Plan 3:
•
•
•
•
4. Action Plan:
Year 1
–
Objective
–
–
–
–
–
–
–
Strategy to meet the objectives
Timing
Responsibilities
Finance/ costs
Key activities (synchronised)
Partners
Performance Indicators
Year 2
–
Objective
–
–
–
–
–
–
–
Strategy to meet the objectives
Timing
Responsibilities
Finance/ costs
Key activities (synchronised)
Partners
Performance Indicators
Year 3
–
Objective
–
–
–
–
–
–
–
Strategy to meet the objectives
Timing
Responsibilities
Finance/ costs
Key activities (synchronised)
Partners
Performance Indicators
Some considerations for a successful information campaign
•
•
•
•
•
Conviction – an overarching idea.
Be clear about the behaviour we want to be carried out - the effects.
Focus on specific Target Audiences. What people want may differ, depending on requirement – need to find each one.
Key Principles
–
Messages characterised by simplicity, communicability, advantage and compatibility
–
Consistency – the target audience will build up a story in his mind using reference points from previous experience in order to create a story they
can identify with. Build awareness and gain their attention
• Sequence of messages:
• Initially educate and inform then emphasise benefits and finally the costs.
• Repeat the message as frequently as possible
• Focus on for rapid take off of message: Maximum use of personal communications.
–
Reciprocation – People generally feel beholden to others if they have been given something, there is a need to repay the act at a later date.
–
Social proof – the target audience must be confident that the behaviour is socially acceptable. If it is new behaviour the target audience will seek
consistency. Reinforcing is easier than changing. Where has it succeeded before?
–
Authority – the degree of authority over the TA will determine the influence over behaviour
–
Liking – the TA must have an underpinning reason for allowing themselves to be influenced. Do not Change things that people do not care about
and not things they do care about. Messages must address issues of fundamental concern to the Target Audiences including:
• Wants/ expectations (the product of experience and future prediction).
• Conforms to a need that already exists.
• Conforms to a behaviour that already exists
– The values and attitudes of the Target Audiences.
– To the way people think.
–
Scarcity – the availability or scarcity of an act or item will influence the TAs willingness to act. Make it personal by appealing to different senses. Try
and be exclusive to TA through the use of meaningful (symbolic) messages.
–
Counter anything said against the campaign (when they fundamentally compromise the message).
Reasons for failure in getting messages across:
–
Majority do not want to change / fundamentally disagrees - resistance.
–
No interest and therefore no response– apathy.
–
Lack of perceived benefits./ unrealistic benefits
–
Too high a perceived cost.
–
Lack of compatibility with previous knowledge.
–
People respond to same information in different ways.
–
When reality does not meet expectations.
–
Getting into arguments that can not be won
Some Outstanding Questions
What is the purpose of this work?
Assumptions – are they correct.
Market Position: Where can we get Market statistics?
- Experian – Mosaic profile for Blandford & other competitors. Funding?
SWOT Key issues – are these the correct ones?
Competitor towns – any other feedback?
What gives Blandford a Competitive advantage – against other towns
Objectives – what do we think they are?
Strategy – the Campaign
- Object is to initially to have one campaign covering the whole town rather than separate ones for each group; which
we can do later - do we agree?
- What sectors are we going to focus on?
Stakeholders:
- have we missed any?; are they in the correct position?
- Target Audiences - Strengths/ Opportunities that need to Focus on – what are they?
Brand
- What are the key issues and opportunities that will impact on branding? - Thoughts on brands
What is Product/ service strategy – initial thoughts covering: Promotion; PR, Advertising and dissemination
Partnerships
Developing the Plan – what do we actually need to do in developing this?