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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 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