Priority 1 Clearly Defining the Offer

Priority 1 – Clearly defining the offer Ref Action Deadline Owner Cost Success Indicator 1.1 Internal understanding of Maryport Compile and maintain a comprehensive product audit of local March Love Production and regular updating of Asset 1.1.1 Internal assets across the destination 2013 Maryport Log, made available to all members. April Love Completion of survey and analysis of 1.1.2 Undertake a business confidence survey Internal 2013 Maryport feedback and development plan in place. 1.2 External understanding Undertake visitor survey (min 200 sample) Love Completion of survey and analysis of 1.2.1 Annually Internal Maryport feedback and development plan in place Set up online survey and promote through existing visitor Town Love Maryport Website, Facebook and Love 1.2.2 outlets (B&B’s, TiC etc) – encourage people to feedback on June 2013 Team Town App developed to promote survey Maryport their experience. Funding and capture feedback. Develop a standardised feedback form that can be held at Love Completion of survey and analysis of 1.2.3 June 2013 Internal accommodation and retail businesses. Maryport feedback and development plan in place Define a standardised survey format for events that Love Completion of survey and analysis of 1.2.4 May 2013 Internal individual organisers can implement Maryport feedback and development plan in place 1.3 Brand and identity development Workshop to develop the brand proposition with key Hidden 1.3.1 May 2013 Internal Workshops held and feedback analysis stakeholders Britain Agree brand values and core messages August Love 1.3.2 Internal Constitution in Place 2014 Maryport Undertake analysis of competitors A August Love 1.3.3 Internal Constitution in Place 2014 Maryport Develop visual style and identity August Love 1.3.4 Internal Constitution in Place 2014 Maryport Define and clearly set out the brand and its communication August Love 1.3.5 Internal Constitution in Place channels for all to use. 2014 Maryport Pro-actively encourage take up and usage of the brand by August Love 1.3.6 Internal Constitution in Place stakeholders 2014 Maryport 1.4 Audience mapping Agree the key audiences Love Audiences identified and Agreement 1.4.1 Sept 2014 Internal Maryport protocol in place Complete the audience map for the defined key audiences Love 1.4.2 Sep 2014 Internal Production of map Maryport Make the audience map available to all Love 1.4.3 Sept 2014 Internal Website Circulation Maryport 1.5 Destination marketing strategy Develop an overarching timeline of what is happening when Love 1.5.1 July 2014 Internal Project Management in Place in Maryport throughout the year Maryport For each opportunity plan who would be interested, use the Love Project Management in Place 1.5.2 July 2014 Internal audience map to define overarching messages Maryport Provide simple guidelines to all stakeholders so all can Love Project Management in Place 1.5.3 July 2014 Internal communicate the same message Maryport 1.6 Set up central content resource Priority 2 – Developing Heritage offer to Link Town and Harbour Ref Action Deadline Owner Cost Success Indicator 2.1 Research and identifying resource Scope existing experts and heritage associations working 2.1.1 within or with remit for Maryport Audit the "hidden history" and other possible basis for visitor 2.1.2 experience. Compile a record of what exists. Research on other areas, how do they communicated their 2.1.3 history and heritage to visitors? 2.2 Develop a heritage trail - to include Town and Harbour Identify and catalogue all of the potential stories and points 2.2.1 of historical interest to be included. Plan the trail and test the route with volunteers incorporating 2.2.2 feedback Refine content and write for the main audiences with a 2.2.3 balance fo directional and interpretative information 2.2.4 Source mapping and imagery to accompany the trail Develop and provide as leaflets or on website as pdf's for self 2.2.5 download Consider new technologies like audio, video, Augmented 2.2.6 Reality and QR codes to tell and convey the stories. Audit and research potential for plaques and other 2.2.7 interpretation at key points within town 2.2.8 Promote in the TIC and through local businesses 2.3 Events Audit and compile an ongoing database of all current heritage 2.3.1 events and festivals within the destination Test new heritage based ideas during existing events, e.g. 2.3.2 guided walks, interactive workshops, re-enactments, talks from experts etc If demand is high then implement 1 new event per year with 2.3.3 emphasis on hands on experiences for visitors (i.e. things they can actually do) Look at headline events and consider options for providing 2.3.4 some of the experience throughout the year (self guided walks, bookable guided walks, talks and events etc) 2.4 Monitor Ask for visitor feedback of the trail/ leaflets etc to ensure 2.4.1 it/they are easy to follow and understand via the web 2.4.2 Monitor uptake of leaflets from TiC and other venues Consider voucher codes or other methods of tracking usage 2.4.3 of leaflets 2.5 Marketing Activity Create a dedicated and in-depth history section on the 2.5.1 website, making it as interactive as possible Consider training “Maryport Greeters” – volunteers who can 2.5.2 be on hand to help visitors and provide heritage information. Encourage and arrange local familiarisation trips for Priority 3 – Develop Love Maryport website

Ref Action Deadline Owner Cost Success Indicator 3.1 Website development Evaluate the Maryport web presence and take decision on 3.1.1 main site for Maryport (lovemaryport?) Review/develop appearance and usability of 3.1.2 www.lovemaryport and improve, making visitor content front and centre. Review/develop visitor content on www.lovemaryport and 3.1.3 encourage input from stakeholders to expand 3.1.4 Implement brand style and identity on the website. Ensure all current publications and leaflets are easily 3.1.5 available online as downloads Either host relevant 3rd party content or clearly link to it (e.g. 3.1.5 focus on Maryport guides, walks guides, other pdf’s, business directory, TiC information etc) Implement pro-active Search Engine Optimisation strategy on 3.1.6 destination website 3.2 Other Online activity Improve visitor visibility on exisiting Maryport websites 3.2.1 building clear links to the dedicated visitor site. Audit content on 3rd party websites and manage what others 3.2.2 say about Maryport Encourage all businesses to update and manage Google 3.2.3 Places listings to ensure correct information, images and content 3.3 Social Media links 3.3.1 Set up an Maryport Flickr account 3.3.2 Set up an Maryport Youtube Channel Encourage visitor and stakeholder interaction in marketing 3.3.3 (e.g. photo competitions, caption competitions etc) Priority 4 – Partnership approach

Ref Action Deadline Owner Cost Success Indicator 4.1 Development of a lead body to coordinate and provide overall management Map out local interest groups and stakeholders within 4.1.1 Maryport Identify and invite key stakeholders to join and develop a 4.1.2 destination steering group comprising public / private and voluntary members. Agree priorities and clearly define roles, objectives and vision 4.1.3 for the group 4.1.4 Clearly define role of public sector within the group Identify resources required to support with emphasis on a 4.1.5 wide base of activity 4.2 Engage stakeholders within the destination 4.2.1 Audit stakeholders within Maryport 4.2.2 Develop an email group or other form of contact Circulate notes and outcomes from workshops to all 4.2.3 stakeholders ask for support in the process Press release and communications to provide regular update 4.2.4 to stakeholders Develop a twice yearly forum model for stakeholders to 4.2.5 network and interact with FAP 4.2.6 Develop a charter/code of conduct for stakeholders 4.3 Develop a full action plan 4.3.1 Agree and adopt priorities and actions Map available resource within lead group and stakeholders 4.3.2 against actions to deliver 4.3.3 Identify costs and financial resources available 4.3.4 Establish working groups for specific areas if required 4.3.5 Complete detail in this delivery/implementation plan