Events and marketing

Baseline activity

Events and marketing

Head of service

David Draffan, Lisa Cherry

Date

January 2005

Service provided, number of staff and equipment

• Events, fairs and commercial bookings
  

  Includes 4 major events, 2 fairs/festivals and 100 (approx.) hire bookings per year for commercial use of space.

• Marketing
  

  One full-time staff member, who co-ordinates city centre marketing activity and promotion. Currently we have two marketing campaigns per year, summer and Christmas.

Specification

• Events, fairs and commercial bookings
  

  The existing events/fairs/festivals are all of a sufficient scale and standard to attract additional shopping customers to the city centre shopping area.

• Marketing
  

  The summer campaign includes a shopping leaflet/map, bus-side poster adverts and space in key city tourism leaflet. The winter campaign includes TV commercials and a Christmas leaflet. Throughout the year there is the website, city centre newsletters/meetings, J C DeCaux posters, radio campaigns and newspaper adverts.
• A shopping leaflet is prepared each year, following a review of its design standard. The city centre website is periodically maintained and up-dated.

Performance measure

• Events, fairs and commercial bookings
  

  Clearly, if an event/fair generates sufficient customer spend for the organisers of the event/fair to return in the future, this is one important measure of its success and sustainability.

• Marketing
  

  Feedback on the shopping leaflet from cruise ship passengers, conference delegates, coach parties and retailers has been extremely positive.

Non-compliance procedure

TBD

Existing value of contract/service

TBC

Boundary area

BID area.

Proposed BID additional activity

• Events
  Promote four major regional events per year, following the retail calendar, to attract major sponsors (eg Wrigleys) and create marketing opportunities.
• Entertainment
  Deliver an exciting street entertainment programme, including weekend performance from Easter to Christmas, across the city centre and for the life of the BID.
• Marketing
  Deliver a regional advertising strategy, targeting ‘ABC1’ shoppers in outlying areas where customer penetration is low. Create a positive city centre brand. Communicate effectively with stakeholders, shoppers and inward investment.
• Website
  City centre website with an individual page for every BID retailer, with weekly updates on shopping, transport, events etc. A target of 10,000 hits per month has been established. High quality images.
• Newsletter
  City centre newsletter made available bi-annually to Plymouth’s 242,000 residents, both electronically and through local newspapers.

Cost of BID additional activity

• Events - £100,000
• Entertainment - £30,000
• Marketing - £ 250,000
• Website - £10,000
• Newsletter - £10,000

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