 |
‘Future
Stockport’
Stockport Metropolitan Borough Council, 2004 |
INTRODUCTION:
In October 2004, Stockport Council appointed us to launch
its £500m 10-15 year ‘Town Centre Regeneration
Masterplan’ to transform the town centre.
Working with the council’s
marketing and communications teams, the agency was tasked
with hitting a demanding range of targets in editorial
media, branding, integrated marketing and devising innovative
public consultation.
OBJECTIVES:
- To excite and engage the public;
- To produce feedback and comments;
- To promote understanding and ‘buy in’
of decision makers and opinion formers;
- To positively raise the profile of Stockport and the
masterplan locally, regionally and nationally in mainstream
and trade media.
PLANNING & RESEARCH:
Key to the success was the creation of a recognisable
brand identity and logo for ‘Future Stockport
- Share the Vision’.
The logo’s associations with heritage and modernity
highlighted the town’s positive and best-known
attributes – the Viaduct, the River Mersey and
Co-operative Bank’s pyramid building.
Consultants, British Design Partnership, were tasked
to work with the agency and the Council to develop eye-catching
visuals, which would work for the media. Extensive advice
resulted in two ‘hero’ images, chosen to
represent core elements of the Masterplan.
Creative marketing tools engaged the public and further
reinforced the project’s key messages. A 4-page
newspaper insert for the Stockport Times designed. An
A5 postcard and a workbook-style feedback form were
also designed and made available at public information
points.
The agency suggested a mobile consultation unit called
‘The Stockpod’ – a 50sqm inflatable
mobile exhibition centre designed to encourage public
participation and engagement while touring the borough.
IMPLEMENTATION:
Marketing/Communications
- Strong media-friendly visuals
- Comment / feedback form, postcard and newspaper inserts
- Distinctive and strong logo/branding – ‘Future
Stockport – Share The Vision’ - recognisable
elements of River Mersey, viaduct and Co-op pyramid.
Media Relations
- Tuesday 2nd November 04: ‘Future Stockport’
media briefing at the unique Co-operative Bank pyramid
building, which over looks the town centre
- Proactive targeted news releases to local, regional,
national media and trade/specialist press
- Creative news story generation e.g. ‘Stockport
reclaims the Mersey’ – offered exclusively
to The Guardian, page lead coverage.
Public Consultation
- Two-week public consultation exercise where the ‘Stockpod’
toured town centre, district & local centres.
- ‘Stockpod’ contained display panels and
artists impressions. Manned by fully briefed promotional
staff, an 8 page ‘Workbook’ summarised the
different aspects of the Masterplan and asked for comment
- 50,000 ‘Future Stockport’ postcards distributed
across the borough, providing information and FREEPOST
feedback form.
- Two-week local radio advertising campaign with Imagine
FM, ‘Glimpse the Future’ - directing people
to the consultation
- Full colour DPS advertorial in the Stockport Times
East & West with 100,000 run for distribution across
the borough.
- Dedicated webpages (www.stockport.gov.uk/vision).
Publicised Masterplan information and contact details.
- Property sector briefing on 24th November attended
by over 70 developers, funders and property agents.
CREATIVE INPUT:
The emphasis of the project was on clear, concise information
backed by strong branding and visuals.
The agency sourced the Stockpod and played an integral
role in selection of photography that would capture
the town’s key features for use on the exterior
of the pod. Creative marketing tools were employed to
ensure the Council obtained the feedback it desired
and we agency acted as conduit between supplier and
the Council to ensure smooth running of the events across
the borough.
RESULTS:
Media launch coverage included 30 pieces of editorial
coverage. All major property and regeneration titles
followed. The hugely successful editorial campaign secured
coverage with AVE: £112,991 across national, regional,
local and specialist media.
700 people visited the Stockpod during November, and
over 1000 people commented via questionnaires, letters,
postcards and email during November and December. 45%
respondents thought the proposals ‘excellent’
and 41% stated ‘good’.
Webpages received 4000 hits reflecting the huge amount
of local and national interest in the plans. |
