Marketing opportunities
Leeds has a very solid foundation from which to market its undoubted attractions. The goal is to communicate and showcase the core strengths of Leeds and bring them to a wider audience.
Marketing Leeds will work with partners across the city to promote the city's key attributes and implement a strategic marketing programme that will raise the profile of the city, enhance and inform perceptions. We want to keep up the momentum in order to see results in increased numbers of business and leisure visitors, whilst sustaining the city's position as the most popular student destination in the UK.
Awareness raising campaigns focus on raising the national and international image of Leeds:
B2B (business to business) promotion
Marketing Leeds is developing a fully integrated marketing and communications plan to address business to business needs designed to promote Marketing Leeds as a company, its Champions and the city with the overall objective of stimulating economic activity. The plan includes:
> > > An e-communications programme with Champions - this includes on line promotional web site for the public and Champions to access in order to promote the Champions Initiative and generate new business. This will also include an extranet for Champions to allow virtual networking for Champions with the community and each other
> > > Large scale Champions events - will provide quarterly networking opportunities complemented by targeted specific events
> > > Collaborative marketing - specific campaigns will be run with key sectors including leisure and business tourism, the legal profession, property and financial services
> > > Promoting Marketing Leeds on-line - the corporate web site will position the company to business regionally, nationally and internationally
> > > Direct mail campaign - to stakeholder and influencers using the Marketing Leeds corporate brochure
> > > A Marketing Advisory Group - to focus both general and event led marketing with the business community
> > > Publicity and public relations campaigns - proactive and reactive media campaigns, public relations management and specific PR opportunities
B2C (consumer marketing) promotion
A business to consumer campaign strategy is also being developed to raise awareness regionally, nationally and internationally to raise awareness, create interest and increase visits. The plan includes:
> > > The Leeds consumer website - has been developed to promote the city to the national and international market for business , students and visitors. There is a separate website for residents of the city. The sites provide a fully interactive on-line user experience tailored to the individual as well as providing user information on Marketing Leeds. The websites have been designed and populated in consultation with business and the city
> > > Development of a family of print - designed to inform and enthuse, to be used proactively for both fulfilment and targeted distribution. This print material will initially include the Leeds lifestyle magazine, fact sheets, a 'where to stay' accommodation guide and tailored promotions at UK points of entry
> > > Advertorials, reader offers and competitions - in regional and national press and flight and train operators' magazines and on commercial radio
> > > Familiarisation trips - organised for targeted international, national and regional journalists
> > > An event led marketing strategy - working with the council and private event promoters to use the existing events programme for profile raising and image enhancement, packaging tickets for travel trade and identifying new events
> > > Reactive & proactive PR campaigns - plus focussed campaigns around arts, culture and sport
Engaging the Leeds community
In addition to the residents web site Marketing Leeds will work with partners and in its own right to engage with the Leeds community and in particular will:
> > > Engage with a broad and representative mix of the business community to understand their needs and to promote the city as a vibrant, dynamic and entrepreneurial city destination with a diverse economy of its own and gateway to a diverse and exciting regional economy
> > > Capturing the essence of the wider Leeds community and articulating the positive lifestyle benefits to all residents, highlighting the contribution of multi cultural society to the city's success
> > > Supporting partners to promote the city's existing infrastructure and promote the case for further enhancements in the city
> > > Understanding and reinforcing the cultural and sporting characteristics of the city at all levels
Marketing Leeds will work with partners across the city to promote the city's key attributes and implement a strategic marketing programme that will raise the profile of the city, enhance and inform perceptions. We want to keep up the momentum in order to see results in increased numbers of business and leisure visitors, whilst sustaining the city's position as the most popular student destination in the UK.
Awareness raising campaigns focus on raising the national and international image of Leeds:
B2B (business to business) promotion
Marketing Leeds is developing a fully integrated marketing and communications plan to address business to business needs designed to promote Marketing Leeds as a company, its Champions and the city with the overall objective of stimulating economic activity. The plan includes:
> > > An e-communications programme with Champions - this includes on line promotional web site for the public and Champions to access in order to promote the Champions Initiative and generate new business. This will also include an extranet for Champions to allow virtual networking for Champions with the community and each other
> > > Large scale Champions events - will provide quarterly networking opportunities complemented by targeted specific events
> > > Collaborative marketing - specific campaigns will be run with key sectors including leisure and business tourism, the legal profession, property and financial services
> > > Promoting Marketing Leeds on-line - the corporate web site will position the company to business regionally, nationally and internationally
> > > Direct mail campaign - to stakeholder and influencers using the Marketing Leeds corporate brochure
> > > A Marketing Advisory Group - to focus both general and event led marketing with the business community
> > > Publicity and public relations campaigns - proactive and reactive media campaigns, public relations management and specific PR opportunities
B2C (consumer marketing) promotion
A business to consumer campaign strategy is also being developed to raise awareness regionally, nationally and internationally to raise awareness, create interest and increase visits. The plan includes:
> > > The Leeds consumer website - has been developed to promote the city to the national and international market for business , students and visitors. There is a separate website for residents of the city. The sites provide a fully interactive on-line user experience tailored to the individual as well as providing user information on Marketing Leeds. The websites have been designed and populated in consultation with business and the city
> > > Development of a family of print - designed to inform and enthuse, to be used proactively for both fulfilment and targeted distribution. This print material will initially include the Leeds lifestyle magazine, fact sheets, a 'where to stay' accommodation guide and tailored promotions at UK points of entry
> > > Advertorials, reader offers and competitions - in regional and national press and flight and train operators' magazines and on commercial radio
> > > Familiarisation trips - organised for targeted international, national and regional journalists
> > > An event led marketing strategy - working with the council and private event promoters to use the existing events programme for profile raising and image enhancement, packaging tickets for travel trade and identifying new events
> > > Reactive & proactive PR campaigns - plus focussed campaigns around arts, culture and sport
Engaging the Leeds community
In addition to the residents web site Marketing Leeds will work with partners and in its own right to engage with the Leeds community and in particular will:
> > > Engage with a broad and representative mix of the business community to understand their needs and to promote the city as a vibrant, dynamic and entrepreneurial city destination with a diverse economy of its own and gateway to a diverse and exciting regional economy
> > > Capturing the essence of the wider Leeds community and articulating the positive lifestyle benefits to all residents, highlighting the contribution of multi cultural society to the city's success
> > > Supporting partners to promote the city's existing infrastructure and promote the case for further enhancements in the city
> > > Understanding and reinforcing the cultural and sporting characteristics of the city at all levels
