Policy Documents for Download -
DISPLAY : 1 - 5 of total 5
Boots Good Practice Guide - Marketing and Promotion
Each year significant time and resources are directed at marketing and promoting the retail offer of town centres. Without tight management much of this investment can be poorly directed and achieve minimum long term changes to customer behaviour.
Posted: 07/03/07 | Filesize: 217 Kb
Middle Eastern Food Tours Shepherds Bush
This initiative was begun to attract and stimulate interest in the cultural diversity of the Uxbridge Road and its many Middle Eastern eateries, increasing awareness of the value of tourism to the local economy. The two and-a-half hour tour is led by a blue badge guide and takes people along the Uxbridge Road, visiting several shops and restaurants for tasters. Participants learn about the history and culture of Middle Eastern food and sample a few sweet nutty pastries as well as mezzes and flavourful specialties from Damascus.
Posted: 07/04/06 | Filesize: 74 Kb
ATCM Factfile: Branding and Communications Strategies for your Centre
Part of a series developed from the ATCM 2005 Summer School Compiled from a presentation by Sara O’Rourke, Klein O’Rourke, and Gary Reeves, Operations Manager, New West End Company, chaired by Chris Hollins, Acting Chair, ATCM. What is a Brand? There is a lot of confusion about branding and re-branding. Re-branding is not about changing a name or an identity. It is about your reputation and how you behave because that is how your town centre is seen by others. This perception breaks down into two elements:
Posted: 21/10/05 | Filesize: 29 Kb
ATCM Factfile: Making Sundays Work
Part of a series developed from the ATCM 2004 Summer School. Compiled from a presentation by Bob O’Brien, Crawley Town Centre Co-ordinator and Lorna McKenzie, Dundee City Centre Manager, chaired by Jenny Inglis, City Centre Director, Birmingham. Sunday is now firmly established in many larger centres as the second busiest trading day. It can work in any town. The same applies to any extended trading hours. Sunday trading in England began in 1996 and having developed the impetus we need to maintain it. Maintaining impetus means understanding where we are now. Issues to consider include research to identify who is trading, for how long, who their customers are and where they come from. Local shopping centre marketing departments should be able to help with this data. Consider also the history of growth and any impact on Saturday trading. Go to your retail partners for this information. Ask for a daily breakdown of sales.
Posted: 14/03/05 | Filesize: 94 Kb
ATCM Factfile Making Events Work
Part of a series developed from the ATCM 2004 Summer School. Compiled from a presentation by Geraint Williams and Graham Rees, Stockton-on-Tees Town Centre Management and Liz Sharples, Sheffield Hallam University, chaired by Carolyn Dunne, Norwich City Centre Manager. The Stockton Experience Events are vital tools in marketing the town centre. They deliver new customers, create more footfall, draw in private sector involvement and provide good PR. The secret of success in any event is the detail. Stockton’s mission was to create the liveliest and friendliest town centre in the North East. The town centre branding leads on all events, rather than the local authority. The events programme capitalises on the town’s USPs: the widest high street in the UK, a great riverside area, town centre green areas and a proud heritage, such as the world’s first passenger railway. Remember your assets and heritage when designing the concept for events.
Posted: 14/03/05 | Filesize: 90 Kb