An Economic and Spatial Plan for Limerick Appendices

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Limerick 2030 An Economic and Spatial Plan for Limerick __________________________________________________________________________________________________________ 4. Place Marketing Strategy Successful place marketing of Limerick will require: Leadership – evidence of both civic and wider place leadership with key senior figures and ambassadors publicly working to build place reputation and image. Partnership – evidence of organisations working together for the greater good of the place, collaborating and cooperating with the promotional challenge seen as the shared responsibility of all organisations. Clarity – a clear, confident proposition told by everyone, which focuses on a small number of key strengths. Consistency – alignment of place messages, regardless of which organisation is speaking with messages anchored around the proposition to reinforce key messages. Organisations have access to and use tools to support the place promotion challenge including photography, copy, materials etc. Commitment – commitment to resources to support the place marketing that is enduring and long term and seen as an investment in the economic prosperity. 4.1 Limerick Place Marketing Principles This Limerick Marketing Plan – place proposition and marketing strategy for ‘New Limerick’ is based on the following principles: Bringing the Limerick proposition to life Gain buy-in and ownership to the new proposition from all major partners and organisations and enable them to use the proposition and align activity and materials as part of their own communications, marketing and promotion through the provision of appropriate tools, encouragement and support. Champion Limerick Develop proactive ambassadors for Limerick within key organisations, the Limerick diaspora and wider place alumni, providing them with relevant information, news and tools to enable them to speak up for Limerick through their own networks and relationships. June 2013 128
Limerick 2030 An Economic and Spatial Plan for Limerick __________________________________________________________________________________________________________ Living up to the expectation Prioritise the animation of the City Centre through improved all-year round coordination of events; definition and agreement of the ‘Limerick Experience’ of agreed quality and standards for events; and definition of the ‘Limerick Welcome’ of hosting key visits to the City for economic, media, educational and cultural influencers and target audiences. A Unified Approach Use the proposition and stakeholder engagement of this project to create a shared regard for a place-wide approach to place marketing, with accountability within one single organisation, responsible for planning, coordination, leading and alignment of all place related promotional activity. 4.2 Target audiences Limerick engages with a wide range of audiences on a daily basis but this place marketing strategy and plan prioritise the specific audiences that Limerick needs to influence so that activity can be appropriately targeted. Therefore the proposed principal target audiences are: Residents and businesses - Limerick City and County Residents and businesses of wider Mid-West and Ireland Tourist visitors to the west coast – domestic, European and International Potential economic investors and corporate transfers, as part of inward investment strategies Opinion formers in the local and Irish media 4.3 Objectives The specific objectives of the place marketing strategy are: To create buy in and support from key organisations to the aims and objectives of the place marketing strategy; To directly influence the future communications of organisations to deliver a consistent and coherent message about Limerick; June 2013 129
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CONTENTS Appendix 1: Baseline Analy
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Appendix 1 Baseline Analysis
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Limerick 2030 An Economic and Spati
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An Economic and Spatial Plan for Limerick Appendices

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