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CREATING A VISION

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CREATING A VISION NORTH YORKSHIRE TOWNS ALIVE SEMINAR Presented by: Rob Edwards - Director e: rob_at_bluerepublic.co.uk w: www.bluerepublic.co.uk – PowerPoint PPT presentation

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Title: CREATING A VISION


1
CREATING A VISION NORTH YORKSHIRE TOWNS ALIVE
SEMINAR
Presented by  
Rob Edwards - Director   e
rob_at_bluerepublic.co.uk w www.bluerepublic.co.uk
t 0845 3295974 m 07981 052217
2
Creating A Vision Introduction
Vision, goal, statement of intent, brand,
personality, voice, USPs etc. This presentation
will include some marketing jargon and some
concepts which need to be understood. However,
what I am hoping to show you, is how to create an
identity for your towns which is - Clear - Define
d - Defendable
3
Creating A Vision Introduction
  • Through our recommended processes, you will be
    able to develop
  • - Cohesive thinking
  • - Bring various stakeholders together to develop
    a shared vision
  • - Create a set of agreed USPs
  • Create a tourism action plan which shows how to
    deliver your vision through tangible projects and
    results
  • Your identity is already there the task is to
    get everyone to agree it and promote it.

4
Creating A Vision USPs
  • Unique Selling Points
  • Use physical assets and non-physical selling
    points
  • You are only allowed up to ten! Marketing is
    differentiation and focus
  • One USP might be enough
  • Ludlow Food
  • Hay on Wye - Literature
  • Newquay - Surfing
  • However, it is more likely that your town will
    have a collection of attributes which may
    individually be quite common, but collectively
    can create a unique package.

5
Creating A Vision A model for engagement
6
Creating A Vision A model for engagement
  • A checklist of tasks
  • Desk research Accommodation stock, occupancy
    levels, the number of built and natural
    attractions, location of tourism assets,
    competitors, visitor numbers, review of strategic
    priorities
  • Primary research Visitor surveys, satisfaction
    levels, perceptions of your town, strengths and
    weaknesses, visitor types, demographics
  • Consultation Local business workshops,
    strengths and weaknesses, project ideas,
    perceptions of the town
  • Going through these tasks, will ensure your USPs
    are accurate and defendable.

7
Creating A Vision Delivering a brand
8
Creating A Vision Delivering a brand
  • Your aims are to identify
  • The SWOT of your town
  • The perception of your town
  • The attributes which make your town special
    (USP)
  • The underlying feel and ambition of your
    town
  • This is a staged process to ensure that all
    results and created visions can be defended.

9
Creating A Vision A model for engagement
Visitor Survey Data Focus Groups
Workshops Business consultation
Strategic Fit
10
Creating A Vision Case Study 1
  • Blue Republic were commissioned by the Waveney
    Valley Local Action Group
  • to
  • Identify a core set of underlying principles and
    characteristics (USPs) to define the
    personality of the Waveney Valley, its
    products, its people and its heritage
  • Create a pathway to enhance and develop existing
    USPs
  • Identify potential and new USPs
  • Provide framework guidance for the development of
    a graphic identity.

11
Creating A Vision Case Study 1
  • Using our model we carried out 
  • 5 workshops with businesses and organisation
    representatives in five market towns Diss,
    Harleston, Bungay, Beccles, Halesworth
  • 4 consumer focus groups Norwich (X2), Bungay,
    Beccles
  • Desk research completed inc. Resident profiling
    and business mapping, recent visitor survey data,
    footfall etc.
  • Consultation with stakeholders (January)
  • Following our processes, we were able to develop
    a vision for
  • development which we knew was deliverable and
    defendable.

12
Creating A Vision Case Study 1
  • By 2013, The Waveney Valley will be recognised
    as an area of thriving market towns, populated by
    independent shops and embedded in its heritage
    landscape. Sustainable communities advertise
    their health through flourishing rural
    businesses. The message of the valley will
    travel the meandering River Waveney, unspoilt
    beauty, expansive skies and a place where you can
    still see the stars. "
  •  
  • Waveney Valley Personality Traits
  •  
  • Friendly where communities matter
  • Traditional strong values, committed to the area
    and its heritage
  • Independent
  • In tune with the land
  • Everything in the vision, can be linked to a
    specific area of investigation and
  • result.

13
Creating A Vision Case Study 2
As part of the Better Welcome programme, we were
asked to create an Action Plan Template to put
all of the process results in one document and
show a logical pathway to the vision. The Better
Welcome programme also went a step further and
through it we identified actual, specific
projects which would deliver the vision in a
practical way. Action Plan Template Key Action
plan data includes Vision, identified and agreed
USPs, SWOT, visitor profiles, visitor behaviour
data, visitor spend patterns, satisfaction
and importance ratings, local business
consultation results, strategic fit,
defined projects with associated costs, a
timescale for delivery.
14
Creating A Vision
  • Summary
  • Use survey data to inform your vision
    concentrate on perception of the town, likes and
    dislikes and where you score highly with visitors
  • Engage local businesses early on in the process
    these are the advocates and the people who
    ultimately deliver your vision. Balance their
    desires and perceptions with the visitor data.
  • Investigate how your towns products and future
    vision can plug into wider, regional marketing
    effort.
  • Develop programmes and projects which deliver
    your decided vision.
  • Concentrate on your three guidelines
  • - Clear
  • - Defined
  • - Defendable

15
CREATING A VISION NORTH YORKSHIRE TOWNS ALIVE
SEMINAR
Presented by  
Rob Edwards - Director   e
rob_at_bluerepublic.co.uk w www.bluerepublic.co.uk
t 0845 3295974 m 07981 052217
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