5 months ago

BID Leamington Business Plan 2018-2023

A Proposal for the Renewal of the Leamington Business Improvement District


MARKETING, PROMOTIONS & EVENTS A premier regency shopping & leisure destination With many choices available, focused investment is needed to attract customers, offer an enhanced experience and build loyalty. It is also important to ensure town centre businesses are well placed to compete with the growth in on-line, out of town shopping and neighbouring retail destinations. We will harness the strength of the Royal Leamington Spa brand to position and showcase the best of what the town and its businesses have to offer. By focusing on different sectors and areas of the town, and by using a range of digital and print media, together with events and festivals, we will ensure the town centre and its businesses thrive. WITHOUT BID, WE WILL LOSE ALL £800K OF OUR TOWN’S MARKETING ACTIVITY RUSSELL ALLEN, AUBREY ALLEN 16

BUSINESS PLAN 2018-2023 THE ‘ROYAL LEAMINGTON SPA’ BRAND What We’ve Achieved We have the customer and industry knowledge, built the relationships and created a recognised and powerful brand for Royal Leamington Spa as well as a number of subbrands focusing on key sectors. Using authentic photography and messaging, we use this to communicate the town’s unique offering across multiple platforms that reach millions of people every year. In 2014 we used our influence and professionalism to take the town to the RHS Chelsea Flower Show with an entirely community funded garden. Making national headlines, the garden is now back in the town. What's Next With energy and passion we will deliver strategic, creative and inspiring advertising campaigns, to raise awareness of the offer and attract customers and longerterm loyalty. We will highlight the unique selling points of your unique products, our independent businesses, the exceptional service and the diverse day and night time, retail and leisure offer. We will also create new opportunities to showcase Royal Leamington Spa on the national stage! POWERFUL MARKETING TO ATTRACT CUSTOMERS What We’ve Achieved Using a wide range of digital, print, billboard, train line and on-air media, our strategic marketing and PR campaigns are seen and heard in local, regional and national locations. This includes a regular feature in London Marylebone. We also focus on our neighbouring towns, including Stratford Upon Avon and Warwick, which attracts millions of visitors; Kenilworth, which will soon offer a rail link into Leamington; and Coventry whose residents make up 35% of Leamington’s visitor profile and will be the UK City of Culture in 2021. What's Next More powerful marketing to attract visitors is planned and we will leverage opportunities to work our neighbours more. We want a more joined up ‘tourist offer’ ensuring visitors can enjoy Warwickshire’s ‘Golden Triangle’ of Castles, Shakespeare and Regency Spa heritage. We will work alongside creative businesses to support the Coventry 2021 agenda to yield opportunities to showcase the town and attract visitors. We will also ensure Leamington is well placed to capitalise on the 2022 Commonwealth Games as one of the host venues (Bowling). DIGITAL & SOCIAL MEDIA COMMUNICATION What We’ve Achieved We manage 7 websites and 10 social media platforms. The town is now ranked within the top 2% of destinations using social media to boost business and, in 2017, was ranked within the top 30 of the digital high street influence index. The Royal-Leamington-Spa website attracts 30,000 visits per month and points to the very popular website. On social media, we post on behalf of businesses around eight times per day, and engagement has grown by over 50% year on year. We now have a combined following of over 20,000 (likes or followers) and our activity reaches over 1 million people each year. What's Next We will further develop the town’s digital presence and extend the reach of local businesses. We will be engaging a part time ‘digital ambassador’ to help manage how we deliver up-to-date postings on behalf of businesses, and extend our direct engagement with the Head Office marketing teams of the national retailers. We also wish to collaborate more with local technology companies and explore areas of innovation. 17

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