BID Leamington Business Plan 2018-2023

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
TasteLeamington.com 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.
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