Agenda item

The principal purpose of the meeting will be to consider issues relating to the marketing and promotion of the Town Centre.

The Task Group may wish to consider, amongst other factors, the effectiveness of current marketing strategies; suggestions for alternative marketing policies; and plans for future events and initiatives.

A copy of a note prepared by the Head of Communications, Marketing and Tourism which outlines the work and action that has been instigated by the Council’s Communications and Marketing Team since the publication of the findings of the last scrutiny review of the Markets in 2004, is attached as a discussion document.

Louise Finch (Acting Communications Manager), Cath Burns (Head of Economic Development) and Conrad Heald (Town Centre Manager) will attend the meeting to advise the Group of present policies and practices and future proposals.  There will be an opportunity to question the Officers and determine whether any specific recommendations should be made at this or a subsequent meeting.

The Chair reminded the Group that the primary purpose the meeting was to consider issues relating to the marketing and promotion of the town centre.

The Chair welcomed Louise Finch (Acting Head of Communications) who presented a note prepared by the Head of Communications, Marketing and Tourism on the work and action that had been instigated by the Council’s Communications and Marketing Team since the publication of the findings of the last scrutiny review of the Markets in 2004.  The measures and initiatives which had subsequently been implemented included:

• a provision for market traders to apply for stalls and pay stall rental online;
• an extensive programme of marketing to advertise Chorley Markets, including advertising in local and regional press, national press features, advertising in trade papers such as ‘Market Trader News’ and radio campaigns;
• a much improved web site, with sections aimed specifically at both traders and visitors;
• a new logo, strap lines and advertising tools and merchandise (eg leaflets, shopping bags, etc) to promote the markets;
• a comprehensive communications and marketing campaign around the markets, with posters and flyers to support themed markets and other individual events.

The Task Group accepted the benefits that had accrued from the enhancement of the marketing of the Markets and considered that future strategies should aim to encompass the whole of the town centre.

The Members’ dabate focused on several issues and aspects of the Council’s current advertising and promotion campaigns and strategies, including:

·        ideas for the introduction of a corporate colour and/or design scheme for market stall canopies;

·        provision for coach parking in the town centre;

·        procedures for monitoring the effectiveness of current marketing campaigns and the occupancy of market stalls;

·        incentives to attract new businesses to the market s and town centre shops in order to increase diversity and enhance shoppers’ choice;

·        the effectiveness of the promotion of themed markets;

·        the current location of the Flat Iron Market; and

·        the need for an improved network of directional signage throughout the town centre, with the possible use of generic terms for certain events.

During a comprehensive and useful discussion, the following suggestions for future initiatives and actions to complement and improve current advertising and marketing strategies were put forward by the Task Group:

• the introduction of a standard pattern for market stall canopies, with a choice of colours being available for individual stall holders;
• that selected coach operators (eg Shearings) be reminded of the Markets and  other attractions within the town centre and requested to contact the Town Centre and Markets Manager foe information on available coach parks;
• effective methods of calculating and monitoring the impact and effectiveness of promotional campaigns need to be formulated;
• promotional leaflets need to be more widely distributed and available throughout the town centre;
• more effective promotion of the themed markets in advance of the events;
• the handles of the Chorley Markets shopping bags to be strengthened before the next run;
• support of the feasibility study to be conducted into the Flat Iron Market;
• examination of the means of enhancing the localised nature of the Farmers’ and other themed markets to improve their distinctiveness by, for example, naming the ‘Chorley’s Farmers Market’ or linking them to relevant themes (eg Cake Fairs, etc);
• a recommendation to the Lancashire County Council for the erection of a brown motorway advertising sign to promote the Markets and other visitor attractions in Chorley;
• a review of the directional signage in the town centre;
• the expansion of the present marketing and promotional campaigns and strategy to encompass the whole of the town centre.

It was AGREED that the ideas and suggestions as outlined above be considered and reviewed by the Task Group at a later stage, with a view to firm recommendations on the marketing and promotion of the town centre being formulated.