Objective One Use of the environment in branding and niche marketing

Objective One

What do we mean? The region's high quality environment has a significant role in the “marketing”/“branding” of a wide range of products (many with no actual link to the environment). At the same time “niche products” that draw on the environment (e.g. "green tourism" or geographically specific food products) utilise environmental quality as a key aspect of their product, or draw on their environmental credentials in marketing.

Objective One Approaches to branding and niche marketing (and GRDP case studies) Sustainable tourism development (Chark Farm country holidays, Alhama green path Use of environmental imagery in marketing for business advantage (Wine cultures, Tintagel Regeneration, Tiverton Town Centre environmental enhancement scheme) Marketing environmental credentials (Callington business park) Promotion of environmentally sustainable products to consumers and businesses (Exmoor Food Links) Support for businesses that utilise environmental quality as a key aspect of their product, for example, in supporting market research, business development and marketing. (Exmoor Food Links)

Objective One Kynance Cove: Sustainable tourism development Project: Improved visitor facilities Economic benefits: costs savings, improved customer services, competitive edge and branding for the tenant business maintains National Trust’s environmental profile for members work for local suppliers and contractors increased visitor spend in the local area

Objective One Building on Distinction: Sustainable tourism development Project: Provision of advice to tourism businesses on sustainable practices Economic benefits: Cost savings and expanded markets for tourism businesses Protection of main commercial asset for tourism sector

Objective One Cornwall Arts Marketing: Use of environmental imagery in marketing for business advantage Project: promotion of Cornwall’s cultural tourism product Economic benefits: Development of niche marketing image/USP increased demand for creative industry products appreciation and protection of major commercial asset for creative sector

Objective One Cornwall Pure Business: Use of environmental imagery in marketing for business advantage Project: Targeting and attracting inward investment in key sectors Economic benefits: development and protection of a strong and recognisable brand improved buy-in from the environmental technology sector (one of key sectors identified) increased competitiveness and branding opportunities for inward investors

Objective One Calling ton: Marketing environmental credentials Project: Development of quality workspace Economic benefits: Costs savings, increased competitiveness and marketing opportunities for the tenants Expanded customer base for Caradon District Council business units.

Objective One Pengreep Farm Dairy: Promotion of environmentally sustainable products to consumers and businesses Project: Development of new cheese production unit Economic benefits: costs savings increased attractiveness to major customers niche market development protection from price fluctuations.

Objective One Cornwall Rivers Project Support for businesses that utilise environmental quality as a key aspect of their product Project: Large-scale integrated river catchment management Economic benefits: cost savings on water, waste, fuel and input bills improved quality of land creation of angling beat income