An Economic and Spatial Plan for Limerick Appendices

Limerick 2030 An Economic and Spatial Plan for Limerick
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3. New Limerick Story and Key Messages
Having developed a new, distinct proposition for Limerick, it will be critical that this is cascaded
and shared widely amongst key stakeholders in Limerick, across the region and possibly wider
through the diaspora and wider alumni.
In particular, delivery of the proposed Marketing Plan requires engagement with stakeholders in
order to identify opportunities for alignment of messaging and activity behind the new
proposition. This can only be achieved if organisations have a thorough understanding of why
the new proposition has been developed, what it means to them and how they can use and
apply it in their own corporate activity.
In order to facilitate the sharing of the proposition, a narrative has been developed which has
been formed into the ‘Limerick Story’. Producing, publishing and circulating this as the first piece
of collateral to support the new place marketing strategy will be key to ensuring that wider buy in
to the strategy is secured and that greater value and impact is achieved from existing and future
promotional activity.
This approach has many benefits, not least that it ensures that everyone has the same context
and view of why Limerick needs to manage its reputation and of the most important messages to
use to contribute to this. Appropriately presented as the new story of Limerick, it will also provide
a clear signal of how the new authority and its wider partners see partnership working behind the
place as the way forward.
The proposed copy for the new Limerick Story is provided in the Reference Materials Section
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