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Salford City Council Marketing - Managing the Business

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Salford City Council Marketing - Managing the Business

    Salford City-wide Marketing Strategy

    Delivering Differentiation

    Simon Malcolm

    Director of Marketing and Communications

    October 2004

Background

    In parallel with the establishment of a corporate marketing function within the city council, it is

    critical to develop a marketing action plan for the city covering the next 18-24 months: a

    ‘what are we going to do’ report.

The thrust of activity recommended is split into three areas:

    ? establishment of a city-wide marketing forum

    ? development of an action plan built on the city branding/LSP themes

    ? increased activity in market analysis and research

Mission

    “Develop Salford as a key part of the region’s tourism offering, realise its potential for

    business relocation and growth, and turn it into a residential area of choice by capitalising on

    the city’s waterways, heritage and proximity to Manchester”

Strategy

    To achieve this mission we must raise the profile of, and change perceptions of, the city. For

    this to happen we must have demonstrable, tangible evidence of meeting our themes. This

    will in turn lead to differentiation the key element in providing Salford with a real customer

    proposition.

We already have a good understanding of our current profile and what key audiences think of

    the city. The information that formed the backbone of the brand positioning work carried out

    by marketing consultants Hemisphere plus more recent data from the Quality of Life and

    MORI surveys reinforces what we need to do.

In particular, we need significant campaigns in support of our key brand attributes:

    ? Salford’s waterways

    ? Salford’s proximity to and role in the Manchester success story

    ? Salford’s heritage; its pioneering spirit

A key product/service should also be championed under each of the pledge/theme headings:

    ? Improving health

    ? Reducing crime

    ? Encouraging learning, leisure and creativity

    ? Investing in young people

    ? Promoting inclusion

    ? Creating prosperity

    ? Enhancing life

Issues

    ? Brands versus organisations

    The best brands have strong customer relevance. They also have support of key

    stakeholders. How do we build a city brand without ownership by the city?

    ? Message co-ordination

    Each brand will have a key proposition to communicate. Do these build on or detract from the

    Salford brand? Do we need to build a common message in addition to managing our

    individual messages?

    ? Channel Co-ordination

    With a limited number of channels available and a number of crossover target audiences, the

    Salford brand gets lost in the discrete conversations we have with customers.

? Lack of impact

    Being late to market or completely new requires us to create impact. In addition to

    creativity, strength will be a key driver in achieving a profile. It needs an alliance not

    individuals.

Action Plan

    The plan is predicated on the establishment of a city-wide marketing forum and agreement of

    inter-agency funding. It takes in existing initiatives already and recommends the creation of

    new activities. It is a ‘strawman’ – the city-wide forum would develop the final programme.

    ? Awareness/Repositioning campaign Create a real proposition: why Salford is different [to Manchester]; what Salford is like.

    Create a myth-busting campaign to undermine preconceptions.

    For example: Green Salford. It’s not just urban chic, metropolitan living, it’s open spaces,

    gardens, semi-rural. In fact, it’s got lots of the attributes people want plus proximity to a

    buzzing city centre. Repositions city image from ‘grim’, industrial stereotype to modern,

    attractive residential location.

    For example: Safer Salford. Reposition city image from ‘tough, crime-ridden city’ to ‘modern,

    attractive residential location’.

    Benefits develops key building blocks for marketing strategy awareness and relevance

? Roll out city-wide branding

    Raise awareness of the branding to build profile, create links between agencies and integrate

    various projects taking place around the city. Key customer take out is the instant recognition

    of our city colour, slogan and typography as a short-cut to building loyalty, understanding and

    credibility.

? Strategic understanding

    Increase resource and activity in research and analysis around the following areas:

    ? Market Intelligence

    ? Market Research

    ? Customer Understanding

    This will be done by:

    - Framing research into strategic/policy-oriented and customer-oriented.

    - Creating a corporate research function (see attached Research Report)

    - Creating Marketing Analysts role within the organisation

    - Setting up a Citizen’s Panel

    - Undertaking Scenario Development process

    Benefits: Ensures strategy/services meet customers’ needs. Provides insight into trends.

    Identifies potential risks and aids strategy formulation by using corporately agreed inputs.

    Better understanding our market and customers and opportunity to develop audience

    segmentation to improve targeting.

? Central Salford

    Ensure that all work managed under this major initiative to provide a cohesive vision for a

    key area of the city is directly linked to the city brand.

    Benefits tangible evidence of change, opportunity to build a long-term story as each

    development comes to fruition, visual and positive

    Brand attributes Waterways, Proximity to Manchester, Pioneering for the common good

? Cultural Celebration

    Change perceptions of the city’s cultural offering and improve the image of the city through

    an asset with strong customer pull.

Benefits push people back to museums, create cultural cohesion, showcase inter-agency

    working, visual, people-oriented

    Brand attribute Pioneering for the common good (plus Waterways?)

    ? City/Public Service Awards Create a key anniversary date for the city to celebrate the achievement of its citizens and

    staff.

    Benefits provides an opportunity to own the news agenda, bring customers with us and

    showcase our assets to external audiences.

    Brand attribute Pioneering for the common good (plus Proximity to Manchester?)

? Triathlon World Cup and Championship

    Build this into one of the northwest’s premier sporting events.

    Benefits positions city as key player on regional sports/events stage.

    Brand attributes Waterways, Proximity to Manchester, Pioneering for the common good

? Industrial Heritage

    Create tourism product to tie in with NWDA/Marketing Manchester slipstream branding.

    Benefits enables complex product mix to be badged and sold as one; attracts funding from

    key tourism stakeholders, raises profile (as key regional asset).

    Brand attributes Waterways, Proximity to Manchester, Pioneering for the common good

    ? Customer/Citizen’s Panel Establish key market information tool to ensure we understand our customers, in particular

    the ‘hard to reach’, ‘politically inactive’ – ‘ordinary’ customers.

    Benefits ensures strategy/services meet customers’ needs, provides partners with

    barometer of trends, and identifies potential risks.

    Brand attributes Pioneering for the common good

? Scenario Planning (Community Plan review)

    Establish key market information tool to ensure we understand our customers, in particular

    the ‘hard to reach’, ‘politically inactive’ – ‘ordinary’ customers.

    Benefits ensures strategy/services meet customers’ needs, provides partners with

    barometer of trends, and identifies potential risks.

    Brand attributes Pioneering for the common good

? Knowledge Capital

    Ensure that all worked created/linked under this major initiative to build an intellectual

    proposition for the city is directly linked to the city brand.

    Benefits repositions city image from old industry to new industry.

    Brand attributes Proximity to Manchester, Pioneering for the common good

? insalford.com

    Develop city portal carrying key messages and facts by audience segment plus links to

    partner agency sites the site becomes the call to action in marketing campaigns. Benefits enables complex product mix to be communicated and sold as one

    Brand attributes Pioneering for the common good

Marketing Forum

    To enable Salford to build the above programme and tackle the various marketing issues

    referenced earlier requires the skills and support of its partners.

    A city-wide marketing forum would take on the following roles:

    ? Develop strategic marketing/brand plans

    ? Develop and implement campaigns

? Monitor partner organisation messages to ensure they support the Salford brand

    ? Build customer and market understanding

The group:

    ? Would be a sub-group of the LSP

    ? Would be chaired by the Director of Marketing, Salford City Council

    ? Would be comprised of senior marketing/strategic/planning staff

    ? Would pull in non-partner players as appropriate to build the Salford brand

    ? Would have access to pooled resources

    ? Would meet monthly/bi-monthly/quarterly (TBC but in line with the overall LSP calendar)

     Simon Malcolm October 2004

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