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Events and marketing
Head of service
Eve Wooldridge
Date
October 2009
Service provided, number of staff and equipment
- Events, fairs and commercial bookings - includes four major events, two 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, JC 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