South Tyneside Communications Strategy Telling the South Tyneside Story Place Select Committee 12 th June 2012.

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Presentation transcript:

South Tyneside Communications Strategy Telling the South Tyneside Story Place Select Committee 12 th June 2012

To create high levels of awareness and interest in South Tyneside as an outstanding place to live, invest and bring up families. Within the Borough Across the wider region Nationally Internationally Vision

Objectives Create high levels of awareness of the excellent offer in each key area Generate interest in investing in South Tyneside Increase the number of day and over-night visitors to the Borough Help create an environment where local businesses flourish Encourage people to live in the Borough

Target Audiences Local Local residents Business in the Borough Elected members Wider North East residents Wider North East businesses National/international Potential investors Potential visitors Key sector opinion formers Government

Delivering the vision Place locator brand Indentify compelling messages in each key area Over-arching theme which will pull all plans and positive stories together Owned by everyone in the Borough Partnership working Embrace cutting edge use of electronic media

Residents Harness local pride Create ambassadors –Be a local visitor –Regeneration/business investment Gazette partnership Wider North East media

Business Key target sectors/messages Sector targeted national and international activity Partnership working(local business and other parts of the region) Supply chain opportunities in new sectors Create advocates Leisure and retail support Strong web content

Attracting Visitors Strongest product/lead destinations Events which can raise our profile and attract visitors Out of region media (travel features) GNR and World Heritage Mobile communication/social media

Attracting new residents Quality of life Cultural product Education standards Safe South Tyneside Part of profile raising work/investment messages

Destination brand Provide a geographic locator Increase the impact of positive messages Engage partners in promoting South Tyneside Help update South Tyneside image

Key Success Factors Work across all sectors Based on product truths Local people feel it is credible Partners embrace and use Visually strong Works across different media

Next Steps Launch June Partnership/stakeholder consultation Marketing plan Key promotional messages