Download Branding for a brighter future

Salford Advertising and PR Campaign
An update on the marketing of the city for Cabinet
Simon Malcolm/Sue Hill
May 2005
Agenda
 Background
 Campaign – rationale and creative
 Campaign – actions
 Summary
Salford marketing strategy
CREATE
 Awareness/Positioning Communication Campaign
ROLL OUT
 City-wide branding
IMPROVE STRATEGIC UNDERSTANDING
 City-wide Customer/Market Intelligence capability
DEVELOP PRODUCTS
 Cultural Programme
 Public Service Awards/Day?
INTEGRATE/BUILD EXISTING
 Central Salford
 Triathlon
Create profile
Develop positioning
Challenge perceptions
Build consistency
Communications Campaign
SALFORD
it’s not what you think
Communicate key attributes
Education/
University
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Heritage/
People
Waterways/
Watersides
Lowry/
Culture
Environment/
Green Space
Proximity to
Manchester
Corporate/city vs project/agency
Broad message vs narrow statement
Big, bold, high on impact vs limited, worthy, safe
Outward vs inward
Words vs images: not a destination campaign
Strategic vs operational: not a visitor campaign
Drives people to specific web site and new city guide
Events/
Sports
PR’able
Communications Campaign – actions
 Brief to stakeholders/partners – mid/late May
 Creation of web site and city guide – end of May
 PR teaser – early June
 Paid for advertising – mid-June
 PR support activity – on-going
 Ad channels – national/regional press, stations, airport, websites
 Campaign review – August (inc. Triathlon) with view to Autumn activity
Communications Campaign – aims
 Put city on ‘front foot’
 Rally city spokespeople around a single call to action
 Change our media coverage – qualitative and quantitative
 Provide city with long-term strategy and materials
Communications Campaign – outcomes
 Raised profile
 Reassessment of preconceptions
 Realignment of proactive and reactive communication