The Salford place brand

Sue Hill and Jeff Millington

How it all began

• Audit

• Employing an agency

• The city marketing strategy

Getting buy-in

• High level commitment

• Communication

• The champions

Challenges

• Initial investment and PR

• Resources

• Opportunities

• Consistency

• Coordination

How does it work?

City boundary signage

Merchandising

City portal website

Developer hoardings

Vehicle livery

Campaigns

Events

Partners

Control and evaluation

• Monitoring the use of the brand

• Perceptions research

• Regular audits

• Updating strategies

Lessons

• Need to engage – including community

• Identify incentives for everyone

• Differentiation between brands

• Needs constant nurturing