Objective: To attract customers from neighbouring areas and stop leakage to other destinations while building loyalty and fostering community spirit.
With businesses, high streets and town centres facing more challenges to attract customers, Royal Leamington Spa needs a clear vision of its future direction and a strategy that places the customer at the centre of its decision making. It's imperative to have a clear understanding of Leamington's current features and benefits and how that offering can be improved for the future success of the town. It is also important that we collectively send out a consistent message about the town's proposition and that we stand behind what we say.
With this in mind BID Leamington has undertaken an extensive amount of research and consultation. Following a series of 1:1 interviews with key stakeholders and a community workshop that was attended by 80 participants, BID Leamington identified Key Themes and the 'Big Idea' to guide promotion and future development of the town.
This research was then fed into the development of a detailed Marketing Plan including Objectives, Key Performance Indicators (KPIs), Identification of Key Audiences and Key Messages which inform all the Marketing and Promotional Activities.
As a core deliverable of this project, BID Leamington also developed a graphic and photographic gallery which is now available to support BID's promotions as well as other businesses who wish to promote themselves within Royal Leamington Spa.
Finally we identified how this research can enhance your own marketing and how everyone in the business district can help to ensure Royal Leamington Spa's proposition is as powerful as possible.
Using this information, BID Leamington's aim is to deliver a customer-driven programme that tackles issues identified by businesses with the aim of increasing the number of people that visit, return and invest in Royal Leamington Spa.
Stakeholders were asked the following questions to help understand Royal Leamington Spa's offer and strategic direction. This was distilled into 3 themes and a big idea.
Wednesday 6th February 2013
Thursday 21st February - 5.30pm
Monday 25th February - 12.30pm
Thursday 28th February - 5.30pm
Monday 4th March - 12.30pm