Attracting and Maintaining Institutional Investment: Onshore Wind
Attracting People, Investment & Airlines - Place Matters · 2014-04-26 · The Benefits of City and...
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Transcript of Attracting People, Investment & Airlines - Place Matters · 2014-04-26 · The Benefits of City and...
Cities and their regions are the engines of economic growth
By 2050 75%of the world’s population will live in cities
Cork Region Brand Strategy
Primarily an economic development tool to
elevate the Cork Region domestically and
crucially internationally; especially to attract and
retain foreign direct investment (FDI), indigenous
businesses and talented people.
Cork Region – Brand Development
• Formation of Stakeholders Group • Analysis of current stakeholders marketing and messaging
• Identification of assets, attributes, attractions and ambitions
• Development of a Brand Proposition • Market testing of proposition • Brand refinement• Brand briefing for Stakeholders• Brand management and implementation
Cork Region – Brand Stakeholders
• City of Cork• Cork County Council• Port of Cork• Cork Airport• Cork Chamber of Commerce• Fáilte Ireland (tourism agency)• University College Cork• South West Region
Cork Region – Marketing Audit
Initial Findings
• Region has a good story to tell
• Story lacks focus and consistency
• Many assets, attributes and attractions
• No coordinated messaging & marketing
• Lack of clarity on target markets
• No agreement on core offer
• No brand strategy underpinning messaging
Cork Brand Proposition“The Cork Collection”
Sector Theme The Driving Ideas
Economic An energetic place of global and local business networks
Education Innovative and applied learning, research and
development capability
Quality of Life A very liveable cosmopolitan place with a great quality of
life
Visitor Attractions A lively place to visit steeped in shared international and
Irish history and culture
Cork Region Brand Proposition
BRAND ESSENCE – The Right Mix for Your Success
An energetic place of local and global business
A place of innovative and applied learning, research and development capability
A very liveable cosmopolitan place with a good quality of life
A lively place to visit steeped in history and culture
To Recap – A city destination strategy
• Helps realise the vision for the place
• Describes and plans the offer
• Organises the delivery of the offer and desired experience
• Communicates the offer and experience to investors and consumers
To Recap – To create a city brand strategy you need to…….
• Form a Brand Partnership• Agree a vision for the destination• Identify and leverage the 3 A’s• Define the experience being offered
• Determine the market for the offer • Deliver the offer to the target markets
• Market and communicate the offer• Manage and refresh the offer
City Region Brand Building
The Role of the Regional Airport
• Key Stakeholder in the process• Principal target market “welcomer”– Point of information on brand offer and experience
• Inform airlines about the brand process– Share forecasts of growth, investment, exports and visits
• Showcase city region brands– Products and services made locally
• Embody and exemplify brand values– Welcoming and customer care
Thank You
Malcolm AllanManaging Director
Placematters LtdP: +44 1342 829 012
M: +44 7803 356 310
W: www.placematters.co
Twitter: @MalkyAllan
Blog:
www.maclolmallan-placebrander.blogspot.co.uk