PROJECT REPORT 2020-04-28¢  PROJECT REPORT MARKETING AND WORKSPACE PROJECT STRATEGY REPORT Growing the

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  • PROJECT REPORT

    MARKETING AND WORKSPACE PROJECT

    STRATEGY REPORT

    Growing the Forest

    16 February 2008

    Prepared by Peter Heath & Jeff Smithers

    The Peter Heath Consultancy Ltd 1 The Street, Frensham FARNHAM GU10 3DZ Tel: 01256 468600 (Registered office)) Also at: Venture Court Waterside Business Park Valley Way, Enterprise Park Swansea SA6 8QP Tel: 01792-794163 www.phcmarketing.com mail@phcmarketing .com Registered in Wales No. 2390584

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    PREFACE

    In January 2007 The Peter Heath Consultancy (PHC) was contracted by the Forest of Dean District Council (FoDDC) and Forest Business Future (FBF) – which was formed to provide the private sector in the Forest of Dean with a voice to inform and guide public sector policy development – to undertake a Marketing and Workspace project to ‘promote and sell the Forest of Dean District as a positive place for existing and potential businesses to grow and succeed’. This report pulls together the various strands of the work – conclusions, recommendations, rationale and findings – into one document that is lengthy because of the complexity of the issues. However, to make it easier for the reader, we have not followed the traditional report sequence of brief, findings, conclusions, recommendations but, instead, have brought forward the key conclusions and strategy recommendations into Section 1. So, to get a comprehensive picture of the way forward there is only a need to read to page 36. You may then wish to see for yourself the evidence on which the conclusions and strategy are based and this can be found in Sections 3 and 4 – with some of the interim thinking and rationale outlined in Section 2. Each of these sections has previously been presented to the FBF steering group as stand-alone documents and – as they were presented at various stages throughout the project – they reflect the knowledge at that time. This means there is a certain amount of repetition on some subjects. Nonetheless, we thought it would be helpful to bring all the stage reports together in one volume for ease of use and to make reference more accessible. If you would prefer to read the reports in the order they were produced you would read the sections in reverse order – 4, 3, 2, 1.

     Executive Summary

     Section 1 - The Way Forward o Why change is necessary o Setting objectives o Essential changes – whatever the strategy o Recommended strategy o Communication Plan o Resource issues

     Section 2 – Issues & Possible Solutions

     Section 3 - Findings summary

     Section 4 - Detailed findings

     Section 5 - Appendices

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    PREFACE .................................................................................................................................. 2 1 EXECUTIVE SUMMARY ................................................................................................................ 8

    SECTION 1 - THE WAY FORWARD ................................................................................... 12 2 WHY CHANGE IS NECESSARY ................................................................................................ 13

    2.1 What is this all about? ........................................................................................... 13 2.2 The Proud Forest of Dean .................................................................................... 14 2.3 The Forest of Dean today ..................................................................................... 14 2.4 What needs to be done? ........................................................................................ 15 2.5 Who should get things done? ............................................................................... 15

    3 SETTING OBJECTIVES ................................................................................................................ 16 3.1 Stakeholder workshops and principal Issues ....................................................... 17 3.2 Defining the Objectives ........................................................................................ 17

    3.2.1 Measurement.......................................................................................................................... 18 3.2.2 Timescales .............................................................................................................................. 18

    3.3 Impacts ................................................................................................................. 18 4 ESSENTIAL CHANGES – WHATEVER THE STRATEGY ................................................ 19

    4.1 Planning ................................................................................................................ 19 4.2 Local Development Framework ........................................................................... 20 4.3 Employment Land ................................................................................................ 20 4.4 Housing ................................................................................................................ 20 4.5 Tourism................................................................................................................. 20 4.6 Council Initiative .................................................................................................. 21 4.7 A New Relationship between the Public and Private Sector ............................... 21

    5 WHAT TO CHANGE ...................................................................................................................... 22 6 RECOMMENDED STRATEGY .................................................................................................. 23

    6.1 Recommended strategy: Element 1 – Improve the Retail Offer .......................... 23 6.1.1 Benefits of Better Town Centres ........................................................................................ 24 6.1.2 Implementation – How to Improve the Towns ............................................................... 24 6.1.3 A Role for each Town .......................................................................................................... 25 6.1.4 Barriers to Overcome ........................................................................................................... 26

    6.2 Recommended strategy: Element 2 – Encourage Local Sourcing ...................... 27 6.2.1 Implementation – A Local Sourcing Programme ............................................................ 28 6.2.2 FoDDC Role ......................................................................................................................... 28

    6.3 Recommended strategy: Element 3 – Encourage Inward Investment ................ 29 6.3.1 Implementation – Facilitating Inward Investment .......................................................... 30 6.3.2 FoDDC Role ......................................................................................................................... 31 6.3.3 Private Sector Role ................................................................................................................ 31

    7 COMMUNICATION PLAN .......................................................................................................... 31 7.1 Considerations ...................................................................................................... 31 7.2 Developing the Communication Plan – The Process .......................................... 32 7.3 The Communication Plan – The Messages ......................................................... 33

    7.3.1 The overall Vision ................................................................................................................. 33 7.3.2 Individual audiences – individual messages ...................................................................... 33

    7.4 The Communication Plan – The Audiences ........................................................ 34 7.4.1 The key audience ................................................................................................................... 34 7.4.2 Priority audiences .................................................................................................................. 34

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    7.5 The Communication Plan – The Methods & Channels ...................................... 35 7.6 The Communication Plan – Timing & Costs ...................................................... 36 7.7 The Communication Plan – Summary ................................................................. 36

    8 RESOURCE ISSUES ........................................................................................................................ 38 8.1 Senior Economic Regeneration Officer ............................................................... 38

    8.1.1 Town Centre Developments ............................................................................................... 38 8.1.2 Local Sourcing ....................................................................................................................... 38 8.1.3 Inward Investment ................................................................................................................ 39 8.1.4 Communication Plan ..................................................................................................