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Stoke-on-Trent ‘City of Sport’ Brand

Stoke-on-Trent ‘City of Sport’ Brand. Michelle Adams Sport & Leisure Services Manager Stoke-on-Trent City Council . Objectives:. Increase the profile of the City in terms of sport & active recreation offers via an effective marketing campaign to overlay & showcase projects & initiatives

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Stoke-on-Trent ‘City of Sport’ Brand

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  1. Stoke-on-Trent‘City of Sport’ Brand Michelle Adams Sport & Leisure Services Manager Stoke-on-Trent City Council

  2. Objectives: • Increase the profile of the City in terms of sport & active recreation offers via an effective marketing campaign to overlay & showcase projects & initiatives • To include a social marketing campaign for relevant programmes & facilities • Embed & demonstrate strong links to overall regeneration campaign for City/North Staffordshire

  3. Key Theme Development & Partnerships • Adopt a strong partnership approach – Project team • To develop the ‘City of Sport’ brand • Promote major events & 2012 • To introduce the social marketing campaign concept • To increase the level & scope of private sector involvement • To embed key actions into City’s Communications Strategy

  4. Agreed Priorities for 2008 ‘City of Sport’ Brand • Create a sports destination for tourism & visitors • Develop a marketing campaign focussed on major facilities • To promote a strong ‘sports’ theme • Work with partners to prioritise sport within North Staffordshire Regeneration Marketing & Branding Sub Group agendas • Embed sport within other sub regional & City marketing campaigns

  5. Agreed Priorities for 2008 Major Events & 2012 • To develop a major events programme with integral links to 2012 – Sports Personality Awards • City to work closely with Staffordshire’s 2012 Olympic Co-ordinator • City will develop an events strategy to support 2012 initiative – Major cycle race • NEW Sport & Physical Activity Strategy for the City – Marketing campaign • Marketing opportunities for Stoke-on-Trent Sport & Physical Activity Partnership

  6. Agreed Priorities for 2008 Social Marketing Campaign • Raise awareness of health, fun and other benefits of sport & physical activity • To develop a physical activity education social marketing plan for the City • High profile approach – British Heart Foundation type campaign • Link to FTAP/ Sports Strategy work – Priority communities & target groups • To develop a co-ordinated approach to marketing activity – PCT, City Council sports facilities & programmes

  7. Agreed Priorities for 2008 Private Sector Involvement • Work in partnership with local media to run marketing campaign – Regular feature & column for sport • Develop relationships with private sector for facility usage - Target high priority groups & specific initiatives • Improve accessibility of sport & physical activity sessions through subsidised rates • Work with partners to secure funding for Citywide campaigns

  8. Agreed Priorities for 2008 Communications Strategy • Ensure that City & key partners sports initiatives are high priority within City’s Communications Strategy • Develop level & scope of work with City & key partner communications/press office teams • To create a brand for social marketing campaign

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