ACTIVITY/COST ACTION OUTCOME TIMESCALES Production of promotional brochure highlighting

Transcription

1 ACTIVITY/COST ACTION OUTCOME TIMESCALES Production of promotional brochure highlighting Hard copy and competitive advantages of locating in the area. Using editable PDF Invest logo, high quality images, key statistics & messages. brochure on-line Include as editable PDF on website; include testimonials & to help sell the case studies. Include an A4 wallet to support Investment area to proposals. Reach to be approached by NS to produce prospective design, layout and origination of images, including investors. copyright, and any illustrative materials. Print to be Common procured separately. Review & enhance website with understanding improved materials. Use IIN document & website content among partners, as starting point. Links to work in activity 8. stakeholders, AMbassadors. 1. Why Ashfield & Mansfield Brochure/suite of material 1,000 copies (Subject to Reach confirmation and print costs) 2. Development sites and case study inserts 500-1,000 copies (Subject to Reach confirmation and print costs) 3. Promotional video Production of loose sheets: Key development sites in the area (approx. 15) - Link with developers promotional materials to bring together under common brand. Include oven ready and longer term options. Include as editable PDFs on the website. Case studies replicate templates already used as PDFs on website. Work with Reach on all design, layout and origination of images, including copyright, and any illustrative materials. Again this needs to be signed off by the design team. Review & enhance website with improved materials. Print to be procured separately. Production of a promotional video highlighting the competitive advantages of locating in the area. Using outcome from Inbound marketing work. Video to include Invest and funding logos, high quality film, key statistics and messages. Upload on website. Include testimonials and case studies. Procure marketing business to produce the video from competitive tendering exercise to include all coordination of production. Hard copy and editable PDF brochure on-line to help sell the area to prospective investors. Common understanding among partners, stakeholders, AMbassadors. Video uploaded to IAM website and available in digital format to be used at promotional events. Outline spec to Reach 17 Feb 1 st draft 3 Mar Final copy PDF and photos 10 Mar 3 quotes for print 10 Mar Final print 24 Mar (Subject to Reach confirmation) Work up template designs 24 Mar Submit copy 31 Mar Finalise copy 7 Apr Final copy PDFs 14 Apr 3 quotes for print 14 Apr Final print 28 Apr (Subject to Reach confirmation) Preliminary copy & outline spec 14 Apr Check copy 28 Apr Issue tender 2 May Tender deadline 16 May Award contract and finalise copy 23 May Draft video 6 Jun Receive video 20 Jun

2 4. Brochure/ materials launch Formal launch event for Why Ashfield & Mansfield brochure and inserts. Organise and deliver 2 events: to AMbassadors first and to a wider audience later. Providing hard copies and/or electronic format as appropriate. Provide momentum for how it will be utilised. Link events to business good news stories and being open for business. AMbassadors and key partners have hard copies of promotional items/access to electronic versions on website 5. Lead generation Explore options local and/or national networks. Increased level of leads. 6. AMbassadors programme Maintaining AMbassadors network and continue positive momentum from AMbassadors launch on , through various communication channels, including Linked In. Share output from brainstorming sessions and monthly communication with network thereafter. Set up Linked In forum to improve ongoing communication and pooling of ideas. Organise quarterly events. Consider incentive scheme. Ideas for events include (but these need to be ratified through the steering group): Familiarisation tour for agents, intermediaries & developers, UKTI Building up network channels to promote Invest through. Bike ride sponsorship Supply chain activity Exporting Skills and apprenticeships Good news stories (tie in with events) Thriving network of AMbassadors ready and able to act as advocates for the area. AMbassadors provided with upto-date information to help promote the area within their contacts/supply chains. Launch to AMbassadors April Wider audience June/July Explore options to distribute promotional material via Estate Agents Clearing House 14 Apr You said, we plan communication 27 Jan Regular monthly communication method to be set up chase subscriptions to newsletter Feb Set up Linked In Forum Feb/Mar Follow-up case studies and venues Feb/Mar Set up steering group to agree 12 month programme of events Mar/Apr Ongoing recruitment drive Events: April, June/July September, December

3 7. Inbound marketing campaign 8. Events programme Awareness-raising, 3 month Inbound Marketing campaign. A. Persona profiling B. Content plan C. Social media strategy D. SEO E. Creation of a blog F. Creation of Awareness / consideration content G. Distribution of content material Regular events programme to highlight awareness of business support, regulatory issues or other relevant topics to help businesses become more productive. Also to include strategic objectives of project (e.g. procurement, inter-trading, etc.) and promote the area. Review feedback from previous events and put together an events calendar to deliver/finance. Suggestions for events include: ICT/social media/seo/websites Legislative changes e.g. HR Sales and marketing Raising finance Local procurement Export and international trade link to AMbassadors Inter-trading link to AMbassadors Environmental sustainability Trade & property shows Research and attend relevant property shows, evidencing VFM. Biz Ex type event Research need (assess against DNCC showcase & sell) Identification of target audience; development of networks; testing of narrative for brochures (items 1. and 2.); development of website: leading to qualified investment leads. Regular events programme on relevant topics, helping businesses to become more productive. Improved awareness & understanding of the area s offer Trade shows attended Biz Ex held; intertrading promoted. Persona profiling: Jan Content plan: Feb Social media strategy: Feb SEO audit of website: Feb Creation of blog: Mar Creation of Awareness/ Consideration content Mar Incorporate recommendations into website, social media, video, etc. Apr Review event feedback, structure and organise event programme, including identifying key delivery partners to work with (3-4/yr) Apr Events to commence May/June Seek PB view with cost benefit analysis Mar Identify demand for Biz Ex - March Hold event May (TBC)

4 9. Account management Programme of support available to key employers across Ashfield & Mansfield & investor enquiries. Provides a named contact from within the team to discuss issues and development support available. Identified Account Managers to work with key sectors and important employers across Ashfield & Mansfield. Links to brochure launch (4) and AMbassadors (6). Increased understanding of business needs and ways to resolve. Also helps to attract new businesses to the area. Account Managers allocated (completed) Meetings to be scheduled by A/c Mgrs - Jan/Feb Meetings to take place 1/month each A/c Mgr Develop open for business reputation 10. External comm ns 11. Governance proposals AMbassadors steering group 12. Property database Produce communications plan to incorporate all different aims and objectives and methods of communication. This will include: advertising/editorial content to be provided to help raise awareness of the area, press release origination with PR. Also consider advertising (relatively minor use) and possible inclusion of team for events such as sponsored bike ride. Expand current Project Board to include business representatives & partners. Steer strategic approach and monitor performance. Tractivity licence currently financed through NCC expires end Mar 14. Identify best way forwards with NCC. Continue to manage enquiries and produce investment prospectus through the system. Improved awareness of Ashfield & Mansfield and the Invest project. New governance body to include business community to meet quarterly. Robust system with full history continues to be available from 1 April Social Media Plan Feb Commence weekly business column in CHAD supplement Feb Produce comm n plan (to include all objectives, audiences and messages) & standard formats Mar/Apr Advertising plan May PB expansion complete Feb Set up AMbassadors steering group Mar/Apr Chase progress with NCC and alternative funding Dependent on outcome procurement process may be necessary Mar

5 13. Website, newsletters and social media Maintenance and further development of dedicated investment website: invest.ashfield-mansfield.com Ensure website kept up-to-date with relevant content and regular news stories & events posted on website and social media accounts. Expanding newsletter subscribers and social media networks, including AMbassadors Linked In forum Professional, dynamic website with relevant, interesting content: business hub. Bigger contacts network. Social media - Extension of networks to promote marketing, events, etc. to gain most value. AMbassadors Linked In forum Feb/Mar Newsletter Automatically generated from website news section. Developing networks through: business listings work, to offer subscriptions Feb/Mar. Website search and telephone follow-up ongoing thereafter. Seek feedback, review and improve Mar Website Maintenance: minimum quarterly review. Development: SEO enhancement Apr; Blog Mar - Training to provide in-house skills Last updated: February 2014

6 Abbreviations/glossary Entry Description BEAR Business Expansion and Retention defined structured method of understanding a business BIS Central Government department for Business, Innovation & Skills Blog Personal website or web page on which an individual records opinions, links to other sites, etc. on a regular basis Business listings Review of information provided by Business Rates colleagues on all businesses operating across Ashfield & Mansfield, cleansing information, finding addresses and getting them to sign up to the newsletter. Could form basis of business directory (TBC). IIN Invest in Nottingham Nottingham City Council s inward investment arm Livecast Broadcasting media live over the internet particularly useful for presentations NCC Nottinghamshire County Council SEO Search Engine Optimisation getting to the top of Google Tractivity Online commercial property database - handles property and land enquiries from businesses UKTI UK Trade & Investment national inward investment and exporting organisation