BIDS Communication Workshop
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The document discusses strategies for understanding and promoting local places, including encouraging residents to learn about the history and characteristics of their communities in order to better market and sell the areas to potential visitors, businesses, and investors. It also addresses techniques for using modern communication tools to engage with stakeholders and spread information about local areas.
BIDS Communication Workshop
- 1. BIDS CPD - Communication Workshop 23 November 2011 Learning about your place 息Liddell Thomson / Graven Images November 2011
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- 3. Learn to explore your place Adopting a learning process enables everyone (agencies, residents, businesses and visitors) to ask and answer key questions that will help you to market your place - why do I live here? - why do I work here? - why did I locate my business here? - why do I invest in this place? - why do I visit this place? 息Liddell Thomson / Graven Images November 2011
- 4. Find ways to engage people / tell stories Spin the bottle When it stops the person it is facing must briefly answer 3 key questions: - where do you live? - describe your neighbourhood? - does it feel like home? why / why not? Spin the bottle as many times as possible in 5 minutes 息Liddell Thomson / Graven Images November 2011
- 5. Selling your place Whats the best thing about your place? What is it known for? What are the people like? Tell us an interesting / little known fact about your place? What does your place contribute at a national level? 息Liddell Thomson / Graven Images November 2011
- 6. Using the process to create a strong brand By telling stories people will: - better understand what their place has to offer - be better equipped to organise its assets - build understanding about the dynamics of their place and how to use its economic capability, capacity and capital - be able to offer ideas, generate activity - identify local champions - be able to link the past with the future - galvanise communities, groups and individuals 息Liddell Thomson / Graven Images November 2011
- 7. If we dont understand our place we will be unable to: - see whats good about it or what could be better - tell meaningful stories about it to others - plan strategically - sell or market it - attract business or investment - persuade people they have a future in it 息Liddell Thomson / Graven Images November 2011
- 8. People power plus! Locate your place make sure people can find you / local authorities dont own places / wayfinding signage Identify your place rediscover its roots / memory is generational the past obscures the present and the present can obscure the past Organise your place how will I know when I get there? Manage information and expectations use different channels for different audiences invest in entrances / thresholds / place and interpretative signage / maps and trails Own your place plan strategically and implement your plans / ensure expectation meets reality / generate and support networks with targeted information / create a positive welcome 息Liddell Thomson / Graven Images November 2011
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- 17. Stoke-on-Trent The city of Stoke-on-Trent, Staffordshire, and the surrounding area, are home to some of the worlds leading luxury brands and successful creative industries. Recognised as the world capital of the ceramics industry, its design capabilities, attractive development opportunities, central location and commitment to sustainability make the area an astute choice for leading-edge businesses. Its population of 500,000 people enjoy access to two highly-rated universities and an abundance of outdoor space. The area includes; Stoke-on-Trent, one of the UKs greenest cities; thriving market towns such as Newcastle-under-Lyme and Leek; beautiful villages; the historic Trent & Mersey Canal; spectacular gardens and the dramatic Staffordshire Peak District. 息Liddell Thomson / Graven Images November 2011
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- 21. Hitting the headlines 息Liddell Thomson / Graven Images November 2011
- 22. 21st Century communication All this. plus!!! AGMs / meetings / briefings internet / intranet annual reports printed customer / consumer polling advertising print and mobile phones / iPhones / Blackberry etc broadcast media text / sms newsletters / leaflets print / broadcast + on-line letters / fax / direct mail media lobbying face-to-face Skype / video conferencing public meetings citizen reporters / blogs presentations / exhibitions / Twitter road shows YouTube video / DVD facebook /Linked-in print / broadcast media satellite TV terrestrial TV / film Wikipedia petitions / campaigns 息Liddell Thomson / Graven Images November 2011
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- 24. Did you know? 73% of UK households have internet access (19.2m households) 30.1m adults in the UK access the internet most days there are over 500 million members on Facebook there are 190 million users on Twitter all the major political parties have Twitter accounts you can search trending topics on Twitter to see what customers think about your products, brand and customer service 息Liddell Thomson / Graven Images November 2011
- 25. What makes a story succeed? Subject Content Timing Meeting needs Follow-up / Briefing 息Liddell Thomson / Graven Images November 2011
- 26. Why contact the press / media? New product / service / launch / opening / event / appointment Raise profile Good news / bad news Should it be a press release? Briefings Picture stories 息Liddell Thomson / Graven Images November 2011
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- 28. Who do you want to reach? News desks Business desks Broadcast media Online media Trade press Customers Suppliers Staff 息Liddell Thomson / Graven Images November 2011
- 29. Writing your story Style Quotes Vocabulary Length Balance Bulletpoints Headline Formatting Who? What? When? Where? Notes to editors Why? Contact details Intro Attachments Good picture 息Liddell Thomson / Graven Images November 2011
- 30. Getting it right Email / Twitter / Facebook PDF v Word v body copy Timing Topicality Embargoes Follow-up 息Liddell Thomson / Graven Images November 2011
- 31. In the Web hype-o-sphere, things matter hugely until very suddenly, they dont matter at all. 息Liddell Thomson / Graven Images November 2011 Michael Hirschorn, The Web 2.0 Bubble, The Atlantic Monthly, April 2007
- 32. Contact 息Liddell Thomson / Graven Images November 2011