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S R S C10010507
- 1. Delivering differentiation IN SALFORD An update report on the marketing of the city for the Strategy and Regeneration Scrutiny Committee Simon Malcolm Director of Marketing and Communications January 2004
- 3. What are they talking about? PASSIONATE INSPIRATIONAL COMMUNICATORS FOCUSED VISIONARY PRAGMATIC STRATEGIC TRUSTED FORWARD LOOKING CREDIBLE
- 4. What are they talking about? PASSIONATE INSPIRATIONAL COMMUNICATORS FOCUSED VISIONARY PRAGMATIC STRATEGIC TRUSTED FORWARD LOOKING CREDIBLE TOP LEADERS
- 5. What are they talking about? PASSIONATE INSPIRATIONAL COMMUNICATORS FOCUSED VISIONARY PRAGMATIC STRATEGIC TRUSTED FORWARD LOOKING CREDIBLE TOP LEADERS TOP BRANDS
- 6. Brand leadership IN Salford Leadership approach to brand management Transform, develop and lead a brand
- 7. What makes a brand? BRAND X SIZE NAME PLACE GUARANTEE DELIVERY PRICE SERVICE HERITAGE IMAGE Basic Attributes Tangible Attributes PERSONALITY VALUES Intangible Attributes
- 12. Can anything else beat it? What is it good at? Is it satisfactory? Does it cater for me? Do I know about it? Brand audit Bonded Advantage Performance Relevance Presence
- 15. Message conflict Chamber “ We’d like you to think …” PCT “ We’d like you to think …” University “ We’d like you to think …” Council “ We’d like you to think …” MEDIA “ We want you to think …” Police “ We’d like you to think …”
- 16. Channel crowding NOISE ANNOYS TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE Council Police University Chamber PCT MEDIA FILTRE
- 17. Channel crowding CLEAR VIEWS TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE Council Police University Chamber PCT TARGET CHANNEL
- 18. Share of voice VOLUME IS KEY IN CROWDED MARKET Council Police University Chamber PCT But don’t don’t forget targeting and direct channels
- 19. Quality not quantity Lots of activity versus Focused activity Low focus Low control Low impact High focus High control High impact
- 20. Media selection Salford Media Consumption Salford Advertiser GMR Manchester Evening News Current Focus:
- 21. Media selection Salford Media Consumption WHAT ABOUT? PAPERS: Daily Mirror, Daily Mail, Times, Daily Telegraph, Sun, Guardian PAPERS: News of the World, Sunday Times, Sunday Mirror, Mail on Sunday MAGS: Radio Times, TV Quick, Take A Break, Woman’s Own, Glamour, Heat, OK! TV: BBC1, ITV1, Channel 4, Sky, Five, BBC Digital, E4, ITV2 RADIO: BBC Radios 1,2,4, 5Live, Key 103, Virgin WEB: TV, Radio, Newspaper, Google, Yahoo, MSN TRADE: MJ, LGC, Community Care, Regeneration + Trains, Taxis, Buses, Bus Stops, Hoardings, Stations, Sport + Till Rolls, Point of Sale, Pubs, Toilets, Petrol Pumps + Word of Mouth Salford Advertiser GMR Manchester Evening News Current Focus:
- 23. Positioning High Respect Low Respect Low Love High Love Newcastle/Gateshead Manchester London Oxford Leeds Salford – Now? Liverpool Gateshead Hull
- 28. Positioning High Respect Low Respect Low Love High Love Newcastle/Gateshead Manchester London Salford - 2010? Oxford Leeds Salford – Now? Liverpool Gateshead Hull
- 35. Summary - brand leadership IN action GET BEHIND AND OWN THE BRAND Cabinet/Members Directors Staff Partners Business Brand Leader Cabinet/Members Directors Staff Partners Business “ We choose our friends not simply because of one specific skill or physical attribute, but simply because we like them as people. It is the total person you choose.” J Walter Thompson
- 36. Thank you