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STRATEGIC MARKETING PLAN 2014/2015
The Swansea BID Strategic Marketing plan is steered by research and data sourced from a number of internal and external drivers. It has also been structured around the Customer
Lifecycle to ensure that it remains shopper, visitor and customer focused.
INTERNAL & EXTERNAL DRIVERS
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OBJECTIVES & KEY PERFORMANCE INDICATORS (KPI'S)
The following objectives and KPI’s have been identified to guide BID's marketing activities and to measure progress.
Objectives
: KPI:To develop and enhance Swansea City Centre as a brand by raising its profile and promoting it in a creative, unique and consistent way.
The City Centre has a vision. There are recognisable USP’s.
We know the target audiences, key messages and have a graphic language including photos.
To retain customers who live locally by developing their loyalty to the City Centre and building
community spirit.
Increased participation in promotions. Increased social media activity.
To attract shoppers from neighbouring towns and cities within a 20-30 minute radius travelling in either by car, bus or train.
That people from key places such as Carmarthen, Llanelli and Neath and small towns such as Gorseinon, Penllager, Morriston, Gowerton etc. all know about the City Centre offers, encouraging a visit and return ethos.
Increased Footfall, parking usage.
To capitalise on our neighbouring tourist assets by increasing brand awareness and attracting visitors.
Ensuring visitors know about us and can get here. National Skills Academy customer surveys.
To promote and enhance the City Centre offering to students, ensuring Swansea as a place to live post-study.
Increased involvement with Universities and GCS. Link with BID Members to enhance employment opportunities.
To provide high quality experiences in the City Centre that will attract people, increase their dwell time, spending, and encourage return visits.
Providing regular quality events.
Ensuring the area is clean and attractive so that our retailers are proud of their city centre.
To ensure shoppers/visitors can find what they are looking for and are able to explore and experience all the City Centre has to offer.
People can find their way around and have awareness of the day and evening economy offer.
To drive return visits by ensuring first rate customer service and retail offers.
Customer satisfaction survey, retailer feedback.
Number of Independent stores. Work with NSA to develop target market strategy.
To develop promotions that enhances existing retailer and activities, and allow for increased
Links to Quadrant, CCS and other partners marketing plans. Promotions that can be supported by multiples. Increased
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participation. retailer involvement.
To develop mutually beneficial stakeholder and community partnerships that achieves maximum impact of BID activities.
Heightened involvement of stakeholders. Positive community feedback.
To promote the City Centres investment potential and support growing business sectors.
Increased engagement with CCS regeneration, estate agents, planning proposals and businesses.
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KEY AUDIENCES AND MESSAGES:
Swansea City Centre’s target audience/shopper profile/demographic are made up of the following:
Locals:
People who live and work in Swansea City Centre and its surrounding suburbs.Key Audience Message:
Rediscover those hidden gems in the City Centre.
Enjoy our community and its vibrancy, events etc. Twilight time.
Our Neighbours:
People coming for a 1/2 day or a full day who live in Llanelli, Carmarthenshire, Swansea Vale etc. approx. 30-40 min travel time away.Key Audience Message:
Treat yourself to retail therapy.
Explore the extensive selection of independent and high street brands all within 10 minutes' walk. Drive right in and park close to the shops.
We're right on your doorstep.
Tourists:
Sub-regional and regional visitors. Tourists who are visiting the Gower.Key Audience Message:
Compact and relaxing shopping with exquisite independent shops alongside high street brands.
Students:
Students at Swansea Metropolitan University and Swansea University, who live in Swansea City Centre and close surrounding areas.Key Audience Message:
Cool bars and clubs all within walking distance.
Excellent indie clothes shops selling unusual brands as well as stores that stock all the big names.
Plenty of supermarkets, cafés, delis and other great places to eat. Fantastic bistros and restaurants to take the parents when they visit.
Direct and frequent bus routes to both Universities.
Safe and Secure environment with superb night life with loads of student offers.
Investors:
People looking to live, work and start a business in the area.Key Audience Message:
Accessible by train with direct lines and close links to the M4.
Creative environment BID area offering packages, discounts etc. Excellent schools, Safe streets and community spirited.
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MARKETING AND PROMOTIONAL ACTIVITIES
The table summarises the marketing and promotional activities Swansea BID plans to deliver August 1st 2014 – July 31st 2015 working solitarily and in partnership/collaboration.
Our approach is strategically driven to ensure we focus activities that coincide with key times in the calendar, whilst still reaching the audiences we wish to target within the available budget. These
events and promotional campaigns may also be sector - or geographically-tailored.
Swansea BID Marketing & Promotion
Activities Aug 2014 Sep 2014 Oct 2014 Nov 2014 Dec 2014 Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015 July 2015
KPI's, Monitoring & Reporting Revamp of BID Websites Swansea BID & Big Heart
of Swansea to host loyalty card registration
Annual Report Newsletters & BID
Updates Open Stakeholder Meetings & ORS research
BID members & NCP car parking data/CCS foot
flow data Advertising Campaigns Regional ATL Campaign
Local ATL advertising Social Media Promotions Revamp of Big Heart of Swansea Loyalty Card &
6 its offers
New Big Heart of Swansea City Centre App
Seasonal Trends Car Parking & Transportation offer
Mystery Shopper Events Big Screen events Small Business Saturday
& Independants day 5 Day Summer Camp
Zombie Walk Student Lock -In Easter mad hatters tea party & Giant Easter Egg Creative bubble projects
Get Welsh Food Festival
Swansea Festival of Transport
