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Uploaded byWendy Moran
Goingbeyondthelogomotion
The document outlines Salford's place branding strategy, which began by employing an agency and developing a city marketing strategy with high-level commitment, communication, and champions to gain buy-in. It discusses initial challenges of investment, resources, and coordination but how the branding strategy now works through various mediums. Key lessons are the need to engage the community, differentiate brands, and constantly nurture the place branding efforts.
Goingbeyondthelogomotion
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- 2. The Salford placebrand Sue Hill and Jeff Millington
- 3. How it allbegan Audit Employing an agency The city marketing strategy
- 4. Getting buy-in Highlevel commitment Communication The champions
- 5. Challenges Initial investmentand PR Resources Opportunities Consistency Coordination
- 6. How does itwork?
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- 15. Control and evaluationMonitoring the use of the brand Perceptions research Regular audits Updating strategies
- 16. Lessons Need toengage – including community Identify incentives for everyone Differentiation between brands Needs constant nurturing