Peter Holt, Bristol City Council South West Regional Group: Influencer relations and reputation www.charitycomms.org.uk/events

1. Peter Holt
Communication and
Marketing Director
Bristol City Council

2. Communication:
Art or Science?

3. Communication as a science
Case Study: Targeting young people
in a consultation on public transport
via Facebook

4. Facebook allows for:
• Clearly assessing return on investment
• Market segmentation
• Pay as you use
• Pricing flexibility via updateable bidding

5. Communication as an art
Case Study: Promoting Bristol as the
destination of choice for zombies

6. Why?
• Support the growth of a local business as
the leading player in the market
• Stretching the animation of the city outside
the summer season
• Tourism spend
• Reinforcing the city’s image as an
unorthodox place

7. What?
• What do they know
• Twitter
• Facebook
• Blogs
• Radio
• Television
• Print media

12. Outcomes: