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Delivering differentiation IN SALFORD An update report on the marketing of the city for the Strategy and Regeneration Scru...
<ul><li>Agenda  </li></ul><ul><li>Transformational leadership = transforming brands </li></ul><ul><li>Brand leadership </l...
What are they talking about? PASSIONATE INSPIRATIONAL COMMUNICATORS FOCUSED VISIONARY PRAGMATIC STRATEGIC TRUSTED FORWARD ...
What are they talking about? PASSIONATE INSPIRATIONAL COMMUNICATORS FOCUSED VISIONARY PRAGMATIC STRATEGIC TRUSTED FORWARD ...
What are they talking about? PASSIONATE INSPIRATIONAL COMMUNICATORS FOCUSED VISIONARY PRAGMATIC STRATEGIC TRUSTED FORWARD ...
Brand leadership IN Salford Leadership approach to brand management Transform, develop and lead a brand
What makes a brand? BRAND X SIZE NAME PLACE GUARANTEE DELIVERY PRICE SERVICE HERITAGE IMAGE Basic Attributes Tangible Attr...
Brand leadership  – the three key elements <ul><li>Relevance: the compelling idea that creates a bond with customers </li>...
<ul><li>BBC/Sky </li></ul><ul><li>Microsoft/Apple </li></ul><ul><li>BMW/Mini </li></ul><ul><li>Oxfam/Greenpeace </li></ul>...
<ul><li>BBC/Sky </li></ul><ul><li>Microsoft/Apple </li></ul><ul><li>BMW/Mini </li></ul><ul><li>Oxfam/Greenpeace </li></ul>...
<ul><li>MISSION </li></ul><ul><li>“ To develop Salford as a key part of the region’s tourism offering, </li></ul><ul><li>r...
Can anything else beat it? What is it good at? Is it satisfactory? Does it cater for me? Do I know about it? Brand audit B...
<ul><li>To achieve the mission   </li></ul><ul><li>We must raise the profile of the city </li></ul><ul><li>We must change ...
<ul><li>The new branding device: </li></ul><ul><li>a mechanism for integrating our communications </li></ul><ul><li>provid...
Message conflict Chamber “ We’d like you to think …” PCT “ We’d like you to think …” University “ We’d like you to think …...
Channel crowding NOISE ANNOYS TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIE...
Channel crowding CLEAR VIEWS TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIEN...
Share of voice VOLUME IS KEY IN CROWDED MARKET Council Police University Chamber PCT But don’t don’t forget targeting and ...
Quality  not  quantity Lots of activity  versus Focused activity Low focus Low control Low impact High focus High control ...
Media selection Salford Media Consumption Salford Advertiser GMR Manchester Evening News Current Focus:
Media selection Salford Media Consumption WHAT ABOUT? PAPERS:  Daily Mirror, Daily Mail, Times, Daily Telegraph, Sun, Guar...
Competitor analysis <ul><li>What does success look like: </li></ul><ul><li>Nottingham/Leeds: bachelor  (of arts/science)  ...
Positioning High Respect Low Respect Low Love High Love Newcastle/Gateshead Manchester London Oxford Leeds Salford – Now? ...
<ul><li>MISSION </li></ul><ul><li>“ To develop Salford as a key part of the region’s tourism offering, </li></ul><ul><li>r...
<ul><li>We need significant campaigns in support of </li></ul><ul><li>Our key brand attributes: </li></ul><ul><li>Waterway...
<ul><li>City-wide marketing forum – Marketing IN Salford </li></ul><ul><li>Comprised of strategy/planning/marketing/commun...
Discrete vs city marketing – we need  both SUPPORTING  IN Salford <ul><li>City focus </li></ul>IN Salford DRIVING <ul><li>...
Positioning High Respect Low Respect Low Love High Love Newcastle/Gateshead Manchester London Salford - 2010? Oxford Leeds...
Customer targets <ul><li>Marketing decisions   </li></ul><ul><li>Activity; Channel; Message </li></ul><ul><li>Customers by...
<ul><li>CREATE </li></ul><ul><li>Awareness/Positioning Communication Campaign </li></ul><ul><li>ROLL OUT </li></ul><ul><li...
<ul><li>Corporate  vs  project/agency </li></ul><ul><li>Broad message  vs  narrow statement </li></ul><ul><li>Big, bold, h...
<ul><li>Improved KPIs – awareness, inward investment, population change </li></ul><ul><li>Internal perceptions – staff </l...
<ul><li>Understand all elements of the ‘brand’ </li></ul><ul><li>Develop a strong and consistent brand </li></ul><ul><li>E...
<ul><li>Place marketing at the top and heart - politically and managerially </li></ul><ul><li>Integral business process,  ...
Summary - brand leadership IN action GET BEHIND AND OWN THE BRAND Cabinet/Members Directors Staff Partners Business Brand ...
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  • Transcript of "S R S C10010507"

    1. 1. Delivering differentiation IN SALFORD An update report on the marketing of the city for the Strategy and Regeneration Scrutiny Committee Simon Malcolm Director of Marketing and Communications January 2004
    2. 2. <ul><li>Agenda </li></ul><ul><li>Transformational leadership = transforming brands </li></ul><ul><li>Brand leadership </li></ul><ul><li>Brand leadership and marketing IN Salford </li></ul><ul><li>Summary </li></ul>
    3. 3. What are they talking about? PASSIONATE INSPIRATIONAL COMMUNICATORS FOCUSED VISIONARY PRAGMATIC STRATEGIC TRUSTED FORWARD LOOKING CREDIBLE
    4. 4. What are they talking about? PASSIONATE INSPIRATIONAL COMMUNICATORS FOCUSED VISIONARY PRAGMATIC STRATEGIC TRUSTED FORWARD LOOKING CREDIBLE TOP LEADERS
    5. 5. What are they talking about? PASSIONATE INSPIRATIONAL COMMUNICATORS FOCUSED VISIONARY PRAGMATIC STRATEGIC TRUSTED FORWARD LOOKING CREDIBLE TOP LEADERS TOP BRANDS
    6. 6. Brand leadership IN Salford Leadership approach to brand management Transform, develop and lead a brand
    7. 7. What makes a brand? BRAND X SIZE NAME PLACE GUARANTEE DELIVERY PRICE SERVICE HERITAGE IMAGE Basic Attributes Tangible Attributes PERSONALITY VALUES Intangible Attributes
    8. 8. Brand leadership – the three key elements <ul><li>Relevance: the compelling idea that creates a bond with customers </li></ul><ul><li>Values: clear statements that do not change over time </li></ul><ul><li>Consistency: in the relevance and values provides security and reassurance </li></ul><ul><li>BUILDING TRUST </li></ul>Values Consistency Relevance TRUST
    9. 9. <ul><li>BBC/Sky </li></ul><ul><li>Microsoft/Apple </li></ul><ul><li>BMW/Mini </li></ul><ul><li>Oxfam/Greenpeace </li></ul><ul><li>Old New Labour/MT Conservatives </li></ul><ul><li>Manchester/New York </li></ul><ul><li>Amazon/Google </li></ul><ul><li>Disney </li></ul><ul><li>Virgin </li></ul><ul><li>Manchester United </li></ul>Brand leaders – benchmarked attributes
    10. 10. <ul><li>BBC/Sky </li></ul><ul><li>Microsoft/Apple </li></ul><ul><li>BMW/Mini </li></ul><ul><li>Oxfam/Greenpeace </li></ul><ul><li>Old New Labour/MT Conservatives </li></ul><ul><li>Manchester/New York </li></ul><ul><li>Amazon/Google </li></ul><ul><li>Disney </li></ul><ul><li>Virgin </li></ul><ul><li>Manchester United </li></ul>Brand leaders – benchmarked attributes What links the winners? Strong leadership Consistently compelling idea Innovation Reflect values Clear personality Consistent presentation Brands not objects/organisations Brand value on balance sheet
    11. 11. <ul><li>MISSION </li></ul><ul><li>“ To develop Salford as a key part of the region’s tourism offering, </li></ul><ul><li>realise its potential for business relocation and growth, and turn it </li></ul><ul><li>into a residential area of choice, by capitalising on the </li></ul><ul><li>city’s waterways, heritage and proximity to Manchester” </li></ul>Salford marketing strategy Make Salford the city in which people want to live, work, study, visit and invest
    12. 12. Can anything else beat it? What is it good at? Is it satisfactory? Does it cater for me? Do I know about it? Brand audit Bonded Advantage Performance Relevance Presence
    13. 13. <ul><li>To achieve the mission </li></ul><ul><li>We must raise the profile of the city </li></ul><ul><li>We must change perceptions of the city </li></ul><ul><li>To do this </li></ul><ul><li>We must have market and customer understanding </li></ul><ul><li>We must have demonstrable, tangible evidence of change </li></ul><ul><li>We must change our marketing (methods, messages, money) </li></ul><ul><li>This will give us </li></ul><ul><li>Real Differentiation – a clear proposition for Salford </li></ul>Salford marketing strategy
    14. 14. <ul><li>The new branding device: </li></ul><ul><li>a mechanism for integrating our communications </li></ul><ul><li>provides cohesion in the customer’s mind about the various activities taking place across the city </li></ul><ul><li>it is the ‘third party’ endorsement of products – ‘Made IN Salford’ </li></ul><ul><li>it supports ‘human-faced, action-oriented’ messages in all communications: </li></ul><ul><li>‘ Building business IN Salford’ </li></ul><ul><li>‘ Investing in creativity IN Salford’ </li></ul><ul><li>‘ Working to reduce poverty IN Salford’ </li></ul>Brand building to date BUT IT’S NOT ENOUGH
    15. 15. Message conflict Chamber “ We’d like you to think …” PCT “ We’d like you to think …” University “ We’d like you to think …” Council “ We’d like you to think …” MEDIA “ We want you to think …” Police “ We’d like you to think …”
    16. 16. Channel crowding NOISE ANNOYS TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE Council Police University Chamber PCT MEDIA FILTRE
    17. 17. Channel crowding CLEAR VIEWS TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE Council Police University Chamber PCT TARGET CHANNEL
    18. 18. Share of voice VOLUME IS KEY IN CROWDED MARKET Council Police University Chamber PCT But don’t don’t forget targeting and direct channels
    19. 19. Quality not quantity Lots of activity versus Focused activity Low focus Low control Low impact High focus High control High impact
    20. 20. Media selection Salford Media Consumption Salford Advertiser GMR Manchester Evening News Current Focus:
    21. 21. Media selection Salford Media Consumption WHAT ABOUT? PAPERS: Daily Mirror, Daily Mail, Times, Daily Telegraph, Sun, Guardian PAPERS: News of the World, Sunday Times, Sunday Mirror, Mail on Sunday MAGS: Radio Times, TV Quick, Take A Break, Woman’s Own, Glamour, Heat, OK! TV: BBC1, ITV1, Channel 4, Sky, Five, BBC Digital, E4, ITV2 RADIO: BBC Radios 1,2,4, 5Live, Key 103, Virgin WEB: TV, Radio, Newspaper, Google, Yahoo, MSN TRADE: MJ, LGC, Community Care, Regeneration + Trains, Taxis, Buses, Bus Stops, Hoardings, Stations, Sport + Till Rolls, Point of Sale, Pubs, Toilets, Petrol Pumps + Word of Mouth Salford Advertiser GMR Manchester Evening News Current Focus:
    22. 22. Competitor analysis <ul><li>What does success look like: </li></ul><ul><li>Nottingham/Leeds: bachelor (of arts/science) magnets </li></ul><ul><li>Newcastle/Gateshead: kissing cousins </li></ul><ul><li>Manchester: cock of the north </li></ul><ul><li>York: tourists take the train </li></ul><ul><li>Brighton: life’s a beach </li></ul><ul><li>London/New York: love them, hate them - can’t live without them </li></ul><ul><li>GREAT PRODUCTS, PREMIER PROMOTERS </li></ul>
    23. 23. Positioning High Respect Low Respect Low Love High Love Newcastle/Gateshead Manchester London Oxford Leeds Salford – Now? Liverpool Gateshead Hull
    24. 24. <ul><li>MISSION </li></ul><ul><li>“ To develop Salford as a key part of the region’s tourism offering, </li></ul><ul><li>realise its potential for business relocation and growth, and turn it </li></ul><ul><li>into a residential area of choice, by capitalising on the </li></ul><ul><li>city’s waterways, heritage and proximity to Manchester” </li></ul>Salford marketing strategy Make Salford the city in which people want to live, work, study, visit and invest
    25. 25. <ul><li>We need significant campaigns in support of </li></ul><ul><li>Our key brand attributes: </li></ul><ul><li>Waterways </li></ul><ul><li>Proximity to Manchester </li></ul><ul><li>Heritage – people and products pioneering for the common good   </li></ul>Salford marketing action plan
    26. 26. <ul><li>City-wide marketing forum – Marketing IN Salford </li></ul><ul><li>Comprised of strategy/planning/marketing/communications </li></ul><ul><li>Identify limited number of key projects </li></ul><ul><li>Develop costed campaign plans with timescales/KPIs in Autumn 04 </li></ul><ul><li>Bring existing money to projects </li></ul><ul><li>Invest new money </li></ul><ul><li>‘ Relaunch’ the city in 2005 </li></ul><ul><li>% for city marketing from partners in the future? </li></ul>How do we make this happen?
    27. 27. Discrete vs city marketing – we need both SUPPORTING IN Salford <ul><li>City focus </li></ul>IN Salford DRIVING <ul><li>Agency focus </li></ul>Discrete marketing messages to discrete audiences Council Police PCT University Chamber Council Police PCT University Chamber
    28. 28. Positioning High Respect Low Respect Low Love High Love Newcastle/Gateshead Manchester London Salford - 2010? Oxford Leeds Salford – Now? Liverpool Gateshead Hull
    29. 29. Customer targets <ul><li>Marketing decisions </li></ul><ul><li>Activity; Channel; Message </li></ul><ul><li>Customers by value: </li></ul><ul><li>Customers by type: </li></ul><ul><li>External – Potential Residents, Businesses, Visitors, Students/Parents, Politicians, Stakeholders, Opinion formers </li></ul><ul><li>Internal –Residents, Businesses, Politicians, Stakeholders, Opinion formers </li></ul><ul><li>Customers segmented by: </li></ul><ul><li>Lifestage </li></ul><ul><li>Lifestyle </li></ul><ul><li>Ethnicity </li></ul><ul><li>Gender </li></ul><ul><li>Sexuality </li></ul><ul><li>Socio-economics </li></ul>PROSPECT CONVERT RETAIN + LAPSED
    30. 30. <ul><li>CREATE </li></ul><ul><li>Awareness/Positioning Communication Campaign </li></ul><ul><li>ROLL OUT </li></ul><ul><li>City-wide branding </li></ul><ul><li>IMPROVE STRATEGIC UNDERSTANDING </li></ul><ul><li>City-wide Customer/Market Intelligence capability </li></ul><ul><li>DEVELOP PRODUCTS </li></ul><ul><li>Cultural Celebration </li></ul><ul><li>Public Service Awards/Day? </li></ul><ul><li>INTEGRATE/BUILD EXISTING </li></ul><ul><li>Central Salford </li></ul><ul><li>Triathlon </li></ul>Salford marketing action plan Create awareness Provide relevance Develop positioning Maintain consistency
    31. 31. <ul><li>Corporate vs project/agency </li></ul><ul><li>Broad message vs narrow statement </li></ul><ul><li>Big, bold, high on impact vs limited, worthy, safe </li></ul><ul><li>Outward vs inward </li></ul><ul><li>Directional vs instructional </li></ul><ul><li>Strategic vs operational </li></ul><ul><li>Aspirational vs descriptive </li></ul>Communications Campaign £INvest Communicates key attributes by key target audiences Project Profile Raised Investment Development Health Education Environment Crime PR’able It’s different
    32. 32. <ul><li>Improved KPIs – awareness, inward investment, population change </li></ul><ul><li>Internal perceptions – staff </li></ul><ul><li>External perceptions – local community/business/partners/media </li></ul><ul><li>External perceptions – council neighbours/UK/overseas </li></ul><ul><li>Media coverage – qualitative and quantitative </li></ul>Measuring marketing effectiveness
    33. 33. <ul><li>Understand all elements of the ‘brand’ </li></ul><ul><li>Develop a strong and consistent brand </li></ul><ul><li>Engage stakeholders </li></ul><ul><li>Actively manage all elements of the ‘brand’ </li></ul><ul><li>Decide positioning, agree brand/marketing strategy </li></ul><ul><li>Identify key audiences and how best to reach them </li></ul><ul><li>Identify key campaigns </li></ul><ul><li>Agree funding, timescales, measurement </li></ul><ul><li>Measure effectiveness </li></ul><ul><li>Review strategy and implementation </li></ul>Summary - brand leadership IN action
    34. 34. <ul><li>Place marketing at the top and heart - politically and managerially </li></ul><ul><li>Integral business process, not an afterthought </li></ul><ul><li>Encourage all staff to be good communicators </li></ul><ul><li>Constantly evaluate and revise corporate strategy in line with market and stakeholder needs </li></ul>Summary - brand leadership IN action Manage actively and strongly Make it part of the day job
    35. 35. Summary - brand leadership IN action GET BEHIND AND OWN THE BRAND Cabinet/Members Directors Staff Partners Business Brand Leader Cabinet/Members Directors Staff Partners Business “ We choose our friends not simply because of one specific skill or physical attribute, but simply because we like them as people. It is the total person you choose.” J Walter Thompson
    36. 36. Thank you
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