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Yorkshire for All Aa Ppllaaccee Ttoo Vviissiitt,, Lliivvee,, Wwoorrkk Aanndd Ssttuuddyy Overall Vision & Strategy

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Yorkshire for All Aa Ppllaaccee Ttoo Vviissiitt,, Lliivvee,, Wwoorrkk Aanndd Ssttuuddyy Overall Vision & Strategy A YORKSHIRE FOR ALL AA PPLLAACCEE TTOO VVIISSIITT,, LLIIVVEE,, WWOORRKK AANNDD SSTTUUDDYY OVERALL VISION & STRATEGY "OUR VISION IS TO BECOME THE GLOBAL MARKETING AGENCY FOR ALL OF YORKSHIRE; PROMOTING THE COUNTY AS A DESTINATION TO 'VISIT, WORK, STUDY AND LIVE'. A YORKSHIRE FOR ALL. "THE STRATEGY WILL BE ONE OF COLLABORATION; WORKING IN PARTNERSHIP WITH PUBLIC AND PRIVATE SECTOR STAKEHOLDERS TO DEMONSTRATE WELCOME TO YORKSHIRE'S VALUE AND FINANCIAL VIABILITY. THIS WILL BE ACHIEVED THROUGH INCREASED TRANSPARENCY, GOVERNANCE, COMMERCIAL EXPERTISE, DIGITAL REACH AND DIVERSITY OF CAMPAIGNS." STRATEGY OBJECTIVES TO BECOME MORE ABOUT YORKSHIRE AND LESS ABOUT ‘WELCOME TO YORKSHIRE’ CHANGE THE NARRATIVE AS TO WHAT YORKSHIRE OFFERS, BY PROMOTING IT AS A PLACE TO LIVE, WORK, STUDY & NOT JUST VISIT TO AGREE A CLEAR PURPOSE, SET OF VALUES AND CULTURE WITHIN THE ORGANISATION TO TRANSFORM OUR DIGITAL OUTPUT BY INVITING RICH CONTENT FROM BOTH MEMBERS & INDIVIDUALS USE THE GLOBAL DIASPORA OF YORKSHIRE TO ENGAGE, INCLUDING MORE VIDEOS, EXPERIENCES, TRENDS & EXPERTISE TO USE THIS INSIGHT TO TRANSMIT & AMPLIFY MESSAGES ON A REGIONAL, NATIONAL & GLOBAL SCALE TO COLLECT DATA FOR BOTH OURSELVES & LOCAL AUTHORITIES / PRIVATE SECTOR PARTNERS TO HELP WITH DECISION MAKING DEVELOP A NEW COMMERCIAL MODEL TO ATTRACT LONG-TERM FUNDING (PUBLIC & PRIVATE) INTRODUCE A PERSONAL MEMBERSHIP, E-COMMERCE PLATFORM AND MERCHANDISE RANGE CELEBRATE THE INHERENT CULTURE OF THE REGION WITH A VARIETY OF EVENTS - FOOD & DRINK, FILM, ARTS, CULTURE, WALKING STRATEGY DELIVERY HIGHLIGHT OUR OFFERING TO MEMBERS FOCUSSING ON 5 KEY AREAS 1. PR/ SPONSORSHIP/ BRANDING 2. HOSPITALITY 3. CSR CAMPAIGNS - 'SONG FOR YORKSHIRE', 'WALKSHIRE', '100 EXPERIENCES', BIKE LIBRARIES ETC 4. BUSINESS INTELLIGENCE / DATA / DIGITAL MARKETING 5. EMOTIONAL ATTACHMENT USE OUR DIGITAL MARKETING PLATFORMS TO DEVELOP AND DELIVER DATA INSIGHT MARKET SEGMENTATION EXPERIENTIAL VIDEOS ENGAGEMENT - TWO-WAY COMMUNICATION BUILD A DIGITAL INVENTORY GROW A PERSONAL MEMBERSHIP THAT CONNECTS THE GLOBAL DIASPORA OF YORKSHIRE GLOBAL DATA CAPTURE CREATE A 'SOCIAL CONVERSATION' UNDERSTAND CUSTOMER JOURNEYS AND HABITS - INDIVIDIAL 'Y' BADGES AND PACKAGES, GREEN, PRIDE, SPORTS TEAMS MERCHANDISING - DEVELOP THE YORKSHIRE APP & 'THE YORKSHIRE SHOP' BOTH ONLINE & OFFLINE E-COMMERCE POP-UP SHOPS TO ENABLE US TO COVER THE COUNTY WORK WITH PRODUCERS AND EXPORTERS STRATEGY DELIVERY - A NORTH, SOUTH, EAST & WEST YORKSHIRE PAST CRITICISMS HAVE BEEN THAT WTY HAS NOT ALWAYS REPRESENTED THE WHOLE OF YORKSHIRE AND ARE WORKING TO STRENGTHEN RELATIONSHIPS WITH LOCAL AUTHORITIES AND STRATEGIC PARTNERS. IT IS IMPORTANT THAT OUR STRATEGY REPRESENTS AND DELIVERS ACTIVITY FAIRLY ACROSS THE COUNTY. WE WILL ACHIEVE THIS AS FOLLOWS: WE HAVE A BOARD OF DIRECTORS OFFERING A YORKSHIRE WIDE PRESENCE A BOARD THAT REPRESENTS MODERN YORKSHIRE WITH PUBLIC MEETINGS HELD REGIONALLY. BOARD MEMBERS WILL PLAY AN ACTIVE ROLE AT EVENTS ON BEHALF OF WTY & USE THEIR NETWORKS TO PROMOTE OUR STRATEGY YORKSHIRE AMBASSADORS CREATE A POOL OF PEOPLE THAT CAN ACT AS AMBASSADORS FOR YORKSHIRE REGIONAL STRATEGIC SUPPORT SERVICES WE NOW HAVE A STRATEGIC SUPPORT MANAGER FOR EACH SUBREGION TASKED WITH WORKING CLOSELY WITH LOCAL AUTHORITY PARTNERS & STAKEHOLDERS TO ENSURE NEWS, CAMPAIGNS & IDEAS ARE AMPLIFIED & DELIVERED FOR EACH TOWN OR CITY I.E. BRADFORD 2025 A COMMITMENT TO HOSTING EVENTS IN EACH REGION WE WILL ENSURE THAT THE WHITE ROSE AWARDS & ANNUAL CONFERENCES ARE HELD ON A ROTA BASIS IN NORTH, SOUTH, EAST AND WEST YORKSHIRE YORKSHIRE - WHY LIVE OR WORK HERE? IF WELCOME TO YORKSHIRE IS TO ENCOURAGE PEOPLE TO VISIT, LIVE, WORK & STUDY IN OUR COUNTY, WE NEED STRONG RELATIONSHIPS WITH LOCAL AND NATIONAL BODIES TO ENSURE THAT WE REPRESENT YORKSHIRE'S ISSUES ON A NATIONAL SCALE. WE WILL AMPLIFY CHALLENGES AND OPPORTUNITIES THAT EXIST WITHIN THE COUNTY WITH REGARDS TO TRANSPORT, INFRASTRUCTURE, COVID-19, SOCIAL MOBILITY AND ACCESSIBILITY. PROMOTING YORKSHIRE AS A PLACE TO DO BUSINESSES IS KEY, AS IS OFFERING ATTRACTIVE CAREER OPPORTUNITIES & A HIGH STANDARD OF LIVING. YORKSHIRE - A GLOBAL CENTRE FOR ACADEMIC EXCELLENCE YORKSHIRE'S MANY UNIVERSITIES HAVE GLOBAL REPUTATIONS FOR EXCELLENCE. MOST HAVE OUTREACH PROGRAMMES AND OFFICES ACROSS THE WORLD, TASKED WITH MARKETING THEMSELVES TO OVERSEAS STUDENTS. A RECENT REPORT HIGHLIGHTED THAT INTERNATIONAL STUDENTS ALONE CONTRIBUTE BILLIONS OF POUNDS TO THE UK ECONOMY WITH STUDENTS CONTRIBUTING ALMOST TWICE THE VALUE OF THEIR TUITION FEES TO THE LOCAL ECONOMY. FOR THOSE WITH VISITING FAMILIES FROM OVERSEAS THIS FIGURE IS MUCH HIGHER. THE ECOMONIC IMPACT OF STUDENTS CANNOT BE UNDERESTIMATED NOR CAN THE GROUNDBREAKING WORK THE UNIVERSITIES DO WITHIN THE REGION. MARKETING YORKSHIRE AS A PLACE TO STUDY AND THEN EVENTUALLY WORK AND LIVE IS CRUCIAL TO OUR GROWTH. YORKSHIRE - A WORLD LEADER IN FILM, ARTS & CULTURE HOME TO NORTHERN BALLET, OPERA NORTH, THE HEPWORTH GALLERY, YORKSHIRE SCULPTURE PARK & SCREEN YORKSHIRE AMONG MANY MORE, YORKSHIRE IS HOME TO A WORLD-CLASS ARTS AND CULTURAL SCENE. ADD TO THIS THE GROWTH IN TV & FILM TOURISM, OUR FUTURE APPROACH WILL BE TO COLLABORATE WITH SUCH INSTITUTIONS TO CAPTURE THIS GLOBAL APPEAL AND WORK ALONGSIDE THEM TO CONTINUE TO BRING WORLD FIRSTS TO THE COUNTY. YORKSHIRE - A PLACE FOR WORLD CLASS SPORT, EVENTS & E-GAMING? CYCLING HAS BECOME SYNONYMOUS WITH YORKSHIRE AND WE MUST NOT LOSE THAT PLATFORM OR PROFILE. WE WILL BUILD ON IT AND LOOK AT WHICH OTHER MAJOR SPORTING BRANDS AND COMPETITIONS WE CAN ATTRACT TO THE REGION. WE HAVE TWO PREMIER LEAGUE TEAMS IN SHEFFIELD & LEEDS UTD. HOW DO WE ATTRACT FANS TO COME EARLIER AND STAY LONGER WE HAVE A FANTASTIC COASTLINE THAT COULD ATTRACT GLOBAL SAILING EVENTS. COULD THE SUCCESS OF BASEBALL AND AMERICAN FOOTBALL IN LONDON WORK AT HEADINGLEY AND THE WORLD’S BIGGEST TV AUDIENCES? COULD YORKSHIRE BE A RYDER CUP VENUE AGAIN? OR HOLD THE FIRST ESPORTS OLYMPICS? TOUR DE YORKSHIRE - TO SECURE A LONG-TERM FUTURE THE TOUR DE YORKSHIRE IS SO MUCH MORE THAN A CYCLE RACE AS IT CELEBRATES YORKSHIRE'S PHYSICAL AND HUMAN GEOGRAPHY, ITS LANDMARKS AND LANDSCAPES, CULTURE, HISTORY, SCENERY AND PEOPLE. IT CONTRIBUTES TO THE REGIONAL ECONOMY AND THIS MUST NOT BE LOST BUT THE COMMERCIAL MODEL IS A CHALLENGE AND WE WILL CONSIDER ALTERNATIVE OPERATING MODELS. YORKSHIRE - FOOD, DRINK & MUSIC FESTIVALS AN INCREASINGLY DIGITAL & ENGAGING 'WELCOME TO YORKSHIRE' PEOPLE NO LONGER CONSUME INFORMATION IN PUBLISHED FORM. OUR DIGITAL PLATFORMS HAVE LARGE FOLLOWINGS BUT WE PLAN TO SERVE THEM BETTER. WITH A POPULATION OF APPROXIMATELY 5.5 MILLION THIS PUTS US ON A PAR WITH SCOTLAND, NEW ZEALAND AND MOST SCANDINAVIAN COUNTRIES AND WITH THIS SIZE WE NEED TO TAP INTO THE DIASPORA OF YORKSHIRE ACROSS THE WORLD AS SCOTLAND AND IRELAND DO SUCCESSFULLY. OUR STRATEGY WILL BE TO DEVELOP AND GROW THESE CHANNELS VIA ENGAGEMENT, EXPERIENTIAL CONTENT AND USING DATA SCIENCE AND MARKET SEGMENTATION TO OFFER MEMBERS. TWITTER / INSTAGRAM FOLLOWERS 270K / 50K TOUR DE YORKSHIRE 180K FACEBOOK 250,000 LIKES 1 MILLION FOLLOWERS ACROSS ALL PLATFORMS YORKSHIRE.COM SET FOR 10 MILLION IMPRESSIONS IN 2020 LARGE CLEANSED E-MAIL DATABASES INTRODUCING 'THE YORKSHIRE APP' TO MANAGE VISITOR (CUSTOMER) JOURNEYS UPON LANDING IN DUBAI AND ORLANDO AIRPORTS OR GRAND CENTRAL (NY) AND GARE DU NORD (PARIS) TRAIN STATIONS, ALL VISITORS ARE ENCOURAGED TO DOWNLOAD A LOCALISED TOURISM APP WHICH INCLUDES A RANGE OF DISCOUNTS, TIPS, IDEAS AND OFFERS TAILORED TO THE VISITOR BASED ON PREREGISTERED PROFILE DATA I.E. AGE, SEX, LIKES/DISLIKES, MARITAL STATUS. YORKSHIRE NEEDS ITS OWN APP TO:- ENCOURAGE TAILOR-MADE VISITS TO OUR COUNTY PROMPT & EXCITE VISITORS ABOUT THINGS THEY MAY NOT HAVE BEEN AWARE OF PROMOTE OTHER AREAS OF THE COUNTY I.E. YORKSHIRE COAST, THEATRES, MUSEUMS ENCOURAGE VISITORS TO STAY LONGER AND SPEND MORE DEVELOP THE 'YORKSHIRE SHOP' BOTH ONLINE & OFFLINE DUE TO OUR ENGAGEMENT STATISTICS AND FOLLOWER NUMBERS IT MAKES PERFECT SENSE FOR WELCOME TO YORKSHIRE'S DIGITAL PLATFORMS TO ACT AS A CONDUIT TO HOST AND SELL BOTH ITS OWN AND MEMBERS' PRODUCTS. IN ADDITION, WE NEED TO BECOME MORE VISIBLE ON HIGH STREETS ACROSS THE COUNTY TO SERVE BOTH OUR MEMBERS AND VISITORS. THIS CAN BE DONE VERY EASILY AND AFFORDABLY WITH THE DEVELOPMENT OF POP-UP SHOPS IN READILY AVAILABLE 'TO LET' UNITS OWNED BY LOCAL AUTHORITIES. THIS HAS ALREADY PROVED ENTICING FOR THE SCOTCH CORNER DEVELOPMENT. INTRODUCE A NEW MEMBERSHIP MODEL INCLUDING PERSONAL MEMBERSHIP AS IT STANDS, WTY OPERATES A BUSINESS ONLY MEMBERSHIP MODEL WITH APPROX 1500 MEMBERS. HOWEVER THIS NUMBER HAS BEEN DROPPING SIGNIFICANTLY FOR THE LAST NUMBER OF YEARS. RECENTLY COMMISSIONED RESEARCH HIGHLIGHTED THAT MEMBERS DEEMED THE OFFERING TO BE 'POOR' AND OFFERS 'LITTLE VALUE FOR MONEY'. A NEW MODEL NEEDS TO DEMOSTRATE TANGIBLE AND NON TANGIBLE VALUES. THE PLAN IS TO INTRODUCE A MEMBERSHIP CONTINUUM FROM INDIVIDUAL PERSONAL MEMBERSHIPS THROUGH TO FAMILY OFFERS, CATEGORY SPECIFIC OFFERS ALL THE WAY TOWARDS A NEW BUSINESS MEMBERSHIP. ONLINE MEMBERSHIP FREE - TO INCLUDE E-NEWSLETTER, PRIZE DRAWS PERSONAL MEMBERSHIP TO INCLUDE 'Y' BADGE, MAGAZINE, IMPROVED PRIZE DRAWS, INPUT ON CAMPAIGNS TREE PLANTING TO ADD SUSTAINABILITY TO OUR WORK CATEGORY MEMBERSHIP GREEN MEMBERSHIP WHICH INCLUDES A TREE PLANTED IN YORKSHIRE THE YORKSHIRE SHOP VARIOUS SEASONAL PRODUCTS TO SELL TO MEMBERS I.E. CHRISTMAS HAMPERS BUSINESS MEMBERSHIP A RANGE OF BENEFITS BASED ON FEEDBACK FROM EXISTING AND POTENTIAL MEMBERS BOLT-ONS TO MEMBERSHIP OFFER A HOST OF SPECIFIC ADDITIONAL SERVICES I.E. GRAPHIC DESIGN/FILMING Y 50 CLUB TO GROW THE EXISTING Y30 GROUP TO FIFTY MEMBERS (BUT CAPPED) ANCHOR PARTNERS LONG-TERM PARTNERS WITH OVERLAPPING STRATEGIES. EVENT PARTNERS SPONSORS, COMMERCIAL AGREEMENTS MANAGING EXPECTATIONS IT IS IMPORTANT TO MANAGE EXPECTATIONS AS TO WHAT WELCOME TO YORKSHIRE CAN DELIVER FOR THE COUNTY AND ALL ITS CONSTIUENT PARTS. TO DELIVER THIS STRATEGY THERE WILL BE COSTS: THERE IS A NEED TO INVEST IN ESSENTIAL CAPITAL EXPENDITURE I.E. A NEW CRM SYSTEM & APP DEVELOPMENT ANY REVALUATION WITH REGARDS TO STAFFING OR RESTRUCTING NEEDS TO INCLUDE A CONISDERATION OF COST SAVING VERSUS CAPACITY TO DELIVER EXISTING CONTRACTS AND FUTURE EVENTS. WE DO NOT WANT TO OVER PROMISE AND UNDER DELIVER.
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