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SOUTHAMPTON PARTNERSHIP EXECUTIVE MEETING – ACTION NOTES (DOC)

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					BRAND LEADERSHIP TEAM MEETING 11TH May 2007
Present: Ros Cassy: Cllr Adrian Vinson: Liz Kite: Steve Waring: Sarah Hornby: Andrew Mortimore: Damien Gevertz: Tony Frowd: Cllr Alec Samuels: Keith Johnson: Chair Southampton City Council Southampton City Council University of Southampton Lawton Ware advertising Southampton City PCT City Centre Management Board Southampton YMCA Southampton City Council Southampton Solent University Apologies: Cllr June Bridle: Tim Levenson: Paul Stickler: Denise Barlow: In attendance: Southampton Partnership Officer: Southampton City Council Southampton City Council Hampshire Constabulary Chamber of Commerce

Shaun Heywood

No: WELCOME & INTRODUCTIONS.

ITEM

ACTION

Ros Cassy welcomed everyone to the meeting and noted deputies and apologies. 1 THE JOURNEY SO FAR Liz Kite gave a presentation on the history of the BLT and its preceding work, highlighting that the first reference to branding the city was under her predecessor back in 2000 Steve Waring highlighted the difficulties Southampton has found in trying to secure an identity for itself, impacting on the overall perception of the City which has been a contributing factor to an underdeveloped sense of purpose, lack of investment, growth and graduate retention. During 2004 the Chamber of Commerce led an initiative to look at improving the city‟s image and, separately, the council received a report on the lack of a wow factor for the city. BLT members agreed that the phrase wow factor was unhelpful and could mask some of the fine assets the city does have. These initiatives led to

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the securing of AIF funding in Jan 05 to commission consultants „Place Brands‟ to develop a brand strategy which also formed the basis of the Sea City work. This work identified the need for a strategic group to develop the vision and draw key players together to develop the strategy – hence the formation of the BLT The Brand Marketing and Action Plan was completed in May 06 and is the guiding document for the BLT. Challenges/Problems Identified as: o Ambiguity around Southampton‟s identity o Southampton hasn‟t experienced massive decline/economic catastrophe thus not receiving similar regeneration as some Northern towns o Lack of local pride o Difficulties in attracting investment and retaining young talent o Fear of competing local towns (Portsmouth, Bournemouth, Winchester etc.) o Building a brand is not the same as designing a logo Opportunities/Needs identifies as: o The City needs 100% buy-in and commitment to improving its image o The BLT should be the dynamo to address how we engage the City in order to get citywide commitment to the brand work. o There is a need to appeal to „average‟ Sotonian

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BLT concluded that as a launch pad for an ambitious programme things have gone well. We are now at a critical point with great opportunities to go to the next level. BLT ROLE, GOVERNANCE AND THE FUTURE Role and Governance Questions had been raised regarding the BLT‟s role in delivering and driving the brand work for the City and the need for its existence. Members agreed that the BLT, as a sub group of the Southampton Partnership which is a broad based collaboration of a wide range of stakeholders across the city, must be: o Representative- a micro representation of the SP/SP is a representation of the City. o Secure in its credibility, accountability, legitimacy and constitution. o Reflective of the needs of Southampton and have relevant expertise

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Clear about the decision making process and who is the ultimate arbiter Persuasive so that partners will work together within a non statutory framework. Dispel ambiguity between strategy and delivery The BLT was reminded that it was created out of need and that if it wasn‟t in place something similar would have had to be created Further to identifying challenges, the BLT discussed whether Brand Delivery Team (with only leaders on it) might be a better title and greed that it is singularly well placed to deliver this crucial work due to wealth of expertise it brings around one table although greater breadth is needed to ensure both appropriate representation and credibility

Membership It was agreed that a more representative membership base was needed. Possible additions were reps from (with some possible reps identified):

o Soton Airport Jan Halliday o Red Funnel Marketing Director o Hoteliers Association Gavin Elliott o Royal Caribbean Cruises David Wood to provide name o Voluntary Sector David Newton of WICT o Head Teachers Conference o Faith/BME groups Additionally there need to be stronger links between BLT and SP so that the role and “sovereignty” of the SP/BLT is clear. The aim being to achieve a new baseline of understanding between all key groups and stakeholders.

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ACHEIVEMENTS TO DATE Development of 2026 Vision Creation of a detailed Brand Monitoring and Action Plan 2026 seminars (one held one in planning) Secured contract with provider (Business Southampton) to deliver elements of the Brand work Supported the Legible Cities project, including the development of a new map and colour scheme for the City City of Southampton Strategy and Local Area Agreement structured around the vision

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FUTURE WORK PRIORITIES AND MEASURES OF SUCCESS : o o o o o Innovation Audit and its development and promotion Investment Magnet Programme and Team Solent Marine Community Legible Cities The Southampton Service Excellence Programme The BLT worked through the Brand Communications Plan and the Brand Marketing and Action plan to ascertain its current position, and confirmed the following priorities until 03/08as:

Core Communication Tools: o o o o o o Southampton Portal Website Southampton Font Brand book/Style Guide Web Based Resource Library „How to‟ Brand Guides Information Materials

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Developing People‟s Awareness: o o City Ambassadors Media Campaign

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Key Actions for BLT to consider: o o o o Launch of the Southampton Portal Promotion of the Southampton showcase programme Publication and promotion of the Innovation Audit Launch of Southampton Enterprise Hub (to be reviewed autumn 2007)

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SUSTAINABILITY OF CITY IMAGE AND BRAND WORK POST MARCH 2008 The Southampton Partnership AIF panel has already confirmed that all current projects need to be assessed for future sustainability and will be running a seminar in June. BLT‟s role in supporting and developing the AIF programmes under the city image theme needs to be strengthened so maximum value is achieved. This will be discussed with the AIF programme manager and Project Approvals Board.

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FUTURE MEETING DATES CONFIRMATION

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