1. Delivering differentiation IN SALFORD An update report on the marketing of the city for the Strategy and Regeneration Scrutiny Committee Simon Malcolm Director of Marketing and Communications January 2004

3. What are they talking about? PASSIONATE INSPIRATIONAL COMMUNICATORS FOCUSED VISIONARY PRAGMATIC STRATEGIC TRUSTED FORWARD LOOKING CREDIBLE

4. What are they talking about? PASSIONATE INSPIRATIONAL COMMUNICATORS FOCUSED VISIONARY PRAGMATIC STRATEGIC TRUSTED FORWARD LOOKING CREDIBLE TOP LEADERS

5. What are they talking about? PASSIONATE INSPIRATIONAL COMMUNICATORS FOCUSED VISIONARY PRAGMATIC STRATEGIC TRUSTED FORWARD LOOKING CREDIBLE TOP LEADERS TOP BRANDS

6. Brand leadership IN Salford Leadership approach to brand management Transform, develop and lead a brand

7. What makes a brand? BRAND X SIZE NAME PLACE GUARANTEE DELIVERY PRICE SERVICE HERITAGE IMAGE Basic Attributes Tangible Attributes PERSONALITY VALUES Intangible Attributes

12. Can anything else beat it? What is it good at? Is it satisfactory? Does it cater for me? Do I know about it? Brand audit Bonded Advantage Performance Relevance Presence

15. Message conflict Chamber “ We’d like you to think …” PCT “ We’d like you to think …” University “ We’d like you to think …” Council “ We’d like you to think …” MEDIA “ We want you to think …” Police “ We’d like you to think …”

16. Channel crowding NOISE ANNOYS TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE Council Police University Chamber PCT MEDIA FILTRE

17. Channel crowding CLEAR VIEWS TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE TARGET AUDIENCE Council Police University Chamber PCT TARGET CHANNEL

18. Share of voice VOLUME IS KEY IN CROWDED MARKET Council Police University Chamber PCT But don’t don’t forget targeting and direct channels

19. Quality not quantity Lots of activity versus Focused activity Low focus Low control Low impact High focus High control High impact

20. Media selection Salford Media Consumption Salford Advertiser GMR Manchester Evening News Current Focus:

21. Media selection Salford Media Consumption WHAT ABOUT? PAPERS: Daily Mirror, Daily Mail, Times, Daily Telegraph, Sun, Guardian PAPERS: News of the World, Sunday Times, Sunday Mirror, Mail on Sunday MAGS: Radio Times, TV Quick, Take A Break, Woman’s Own, Glamour, Heat, OK! TV: BBC1, ITV1, Channel 4, Sky, Five, BBC Digital, E4, ITV2 RADIO: BBC Radios 1,2,4, 5Live, Key 103, Virgin WEB: TV, Radio, Newspaper, Google, Yahoo, MSN TRADE: MJ, LGC, Community Care, Regeneration + Trains, Taxis, Buses, Bus Stops, Hoardings, Stations, Sport + Till Rolls, Point of Sale, Pubs, Toilets, Petrol Pumps + Word of Mouth Salford Advertiser GMR Manchester Evening News Current Focus:

23. Positioning High Respect Low Respect Low Love High Love Newcastle/Gateshead Manchester London Oxford Leeds Salford – Now? Liverpool Gateshead Hull

28. Positioning High Respect Low Respect Low Love High Love Newcastle/Gateshead Manchester London Salford - 2010? Oxford Leeds Salford – Now? Liverpool Gateshead Hull

35. Summary - brand leadership IN action GET BEHIND AND OWN THE BRAND Cabinet/Members Directors Staff Partners Business Brand Leader Cabinet/Members Directors Staff Partners Business “ We choose our friends not simply because of one specific skill or physical attribute, but simply because we like them as people. It is the total person you choose.” J Walter Thompson

36. Thank you