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What have we discovered about this theme? |
General Findings
Marketing and promotion hinges upon getting the message across to investors. In this age of communication, there are a growing number of ways of delivering a marketing and promotion programme. A lack financial and human resources, in particular, limit small towns. This, however, does not mean that small towns cannot effectively market themselves. A number of methods can help to conserve these important resources without limiting the strength of the message.
Often small towns located near each other can benefit from working together. This is not just the case for marketing and promotion, but is proven for other themes as well (see ‘Tourism’, and ‘Network and Connections’ components). By marketing themselves as a region, small towns can much more effectively diversify the strengths and opportunities they have to offer.
Small towns should play to their strengths and market their assets – i.e. history, location, architecture, people, quality of life, facilities, and ambitions (see ‘Natural and Built Heritage’, ‘Environmental Quality’, ‘Identity and Culture’ and ‘Whole Town Strategy’ components). Small towns should also consider the potential to brand themselves e.g. themed towns, logos, straplines.
One of the fastest growing and most effective means of communication is perhaps the least expensive: This, of course, is the internet. Websites are particularly useful for providing tourist information. They can showcase the cultural and leisure opportunities on offer within the town and make facilities better known and more accessible (see ‘Community Facilities’ and ‘Equal Opportunities and Inclusion’ components).
Another means of communication is the media, especially the local press. The local newspapers can assist with broadening awareness and also help raise morale. Small towns should therefore consider having a public relations person, or a team of people, who promote good stories, deal with bad publicity, seek national broadcast opportunities, improve websites, produces ‘Welcome’ packs and town user guides, and offer a wide range of events, launches, seminars and/or conferences.
Essential Aspects
One of the most important aspects of any marketing and promotion programme should be to clarify the town vision from the outset. Marketing and promotion programmes do more than just sell a town to investors. They establish economic growth opportunities that also have an important influence of the social and environmental wellbeing of the town (see ‘Healthy Living and and Community Well-being’ component). The process of creating a vision should therefore examine what impact growth will have on all aspects of life in the town. Once set, a clear and achievable vision will ultimately strengthen the effectiveness of the programme.
The most effective and most reliable form of investment for a small town is in itself. A marketing and promotion programme cannot stand alone. It should be supported through initiatives in line with a long-term plan towards achieving the vision. A small town that is prepared to grow will give a clear indication to residents that positive change is happening. This positive attitude towards growth, coupled with supportive planning policies, will also give potential investors certainty that their developments will be accepted.
The marketing programme’s elements, particularly its message and delivery method, should be:
- Integrated with other growth initiatives;
- Focussed on achieving the town’s vision; and
- Appropriate to the financial and human resources available.
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