1. Salford Advertising and PR Campaign An update on the marketing of the city for Cabinet Simon Malcolm/Sue Hill May 2005

2. Background Campaign – rationale and creative Campaign – actions Summary Agenda

3. CREATE Awareness/Positioning Communication Campaign ROLL OUT City-wide branding IMPROVE STRATEGIC UNDERSTANDING City-wide Customer/Market Intelligence capability DEVELOP PRODUCTS Cultural Programme Public Service Awards/Day? INTEGRATE/BUILD EXISTING Central Salford Triathlon Salford marketing strategy Create profile Develop positioning Challenge perceptions Build consistency

4. Education/ University Corporate/city vs project/agency Broad message vs narrow statement Big, bold, high on impact vs limited, worthy, safe Outward vs inward Words vs images: not a destination campaign Strategic vs operational: not a visitor campaign Drives people to specific web site and new city guide Communications Campaign SALFORD it’s not what you think Communicate key attributes Events/ Sports Lowry/ Culture Environment/ Green Space Waterways/ Watersides PR’able Heritage/ People Proximity to Manchester

5. Brief to stakeholders/partners – mid/late May Creation of web site and city guide – end of May PR teaser – early June Paid for advertising – mid-June PR support activity – on-going Ad channels – national/regional press, stations, airport, websites Campaign review – August (inc. Triathlon) with view to Autumn activity Communications Campaign – actions

6. Put city on ‘front foot’ Rally city spokespeople around a single call to action Change our media coverage – qualitative and quantitative Provide city with long-term strategy and materials Raised profile Reassessment of preconceptions Realignment of proactive and reactive communication Communications Campaign – aims Communications Campaign – outcomes