City Centre Marketing Partnership

Sun 29th Jun 2014

A partnership of eight key city centre stakeholders including retail and leisure organisations, the local authority, a housing provider and Higher Education/Further Education institutions, asked Ashmore Consulting to set out a detailed plan of action for the delivery of a city-wide strategy to improve events, marketing, and the visitor offer.

Ashmore Consulting is leading a working group to manage the implementation of the programme and ensure delivery to time, quality and budget. We have put in place an appropriate framework to establish appropriate controls including financial control and governance and reporting; established effective KPIs to measure success and return on investment; and identified partnership synergies to maximise opportunities for greater impact at lower cost through co-ordinated activity.

Achievements so far include buy-in, funding and engagement of the eight key partner organisations, creation of a Steering Board and governance structure, and commencement of initial activity plans for two key initiatives to increase footfall in the city centre at key times. We are also currently engaging partners and wider city stakeholders to establish a city-wide annual events programme and an ongoing marketing campaign.

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