101014 place marketing t vchamber
DESCRIPTION
Place Marketing presentationTRANSCRIPT
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Addressing Swindon’s
image
Jane Stewart – The Brunel
Julia Falcon – Forward Swindon
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- Industrial town
- Continues to enjoy strong growth
- One of the most affluent areas in UK
- Perceptions of Swindon are poor
- Town’s image has significant impact on all business
sectors: property, recruitment, retail, tourism
Swindon Background
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- Easy rail and road links across to London and South West
- Diverse, healthy economy & plenty of employment
- One of the 10 fastest growing towns in the UK
- Surrounded by The Cotswolds, Gloucestershire and Wiltshire
- Good mix of housing & choice of environments
- Strong retail mix
Strengths
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- No “standout” attributes/ USP
- Lack of “ownership” by local community
- “Satellite” town layout
- No obvious “heart of town”, decaying car parks, unpleasant
pedestrian access routes
- Lack of leisure attractions, cultural offering & amenities
- Gateway driving routes are unattractive with bad signage
Weaknesses
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- Investment in retail and leisure mix
- 16% of the residents are new to Swindon = a fresh audience
- Positive lifestyle proposition
- Rebrand the town as a dominant regional destination
- Utilise the “growth” aspects to Swindon in affirmative marketing
- High speed rail link
Opportunities
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Current (confusing) situation
…..plus all the individual businesses, shopping centres, hotels, attractions
Multiple contact points & marketing sources..
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Place Marketing
This is not about a new logo
This is not about a TV campaign or a new advert
Or a photo-shoot, or media stunt
This is about fundamentally changing how people feel about, see,
perceive, talk about Swindon
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What do we actually
mean
by place marketing?
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Joined up campaigning for
Swindon
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Each activity connects Swindon
people & companies with our
targets
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So what happens
next?
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Any questions?