SANDWELL METROPOLITAN BOROUGH COUNCIL

PARKS AND COUNTRYSIDE - MARKETING STRATEGY 2011

Parks & Countryside – Marketing Strategy 2011 1

Sandwell Council … working for you Greener Spaces ...Active Places Contents

1. The Strategic Marketing Aims ...... 3

2. Marketing Objectives...... 4

3. Background ...... 5

4 Site Details and Description ...... 6

5. Parks and Countryside Management...... 8

6. Marketing within Cultural Services ...... 9

7. Community Involvement ...... 10

8. Corporate Objectives...... 11

9 Summary of Local Demographics...... 13

10. Financial Arrangements ...... 14

11. Competitors...... 15

12. Regeneration of ...... 18

13. Other Key Issues...... 19

14. The Marketing Action Plan...... 21

15. Monitoring Marketing...... 26

Appendices:

Appendix 1: Directorate Structure

Appendix 2: Parks & Countryside Structure

Appendix 3: Councils Marketing Tool

Appendix 4: Monthly Marketing Grid

Parks & Countryside – Marketing Strategy 2011 2

Sandwell Council … working for you Greener Spaces ...Active Places

1. The Strategic Marketing Aims

The Strategic Marketing aims for the Parks and Countryside Service incorporate some of the key aims identified as part of the Green Space and Communities Policy. The strategic aims are as follows:

• Promotion material accessible to all, overall aim to market parks locally, but to market Sandwell valley, events and specific attractions regionally, to highlight the importance of green spaces fro residents and visitors’ well being, economically as visitor attractions for the borough and as for environmental sustainability and educational resource and to carry out any marketing inline with the marketing group for Streetscene, to identify links to partners and attractions (e.g. RSPB, national cycle routes, high ropes, cycle hire).

• To support the development of a self-sustaining network of community based organisations, especially Friend Groups in partnership with the council contributing to marketing and budget pressures the Parks and Countryside areas.

• Through partnerships, e.g. Private Sector, Primary Care Trust, Schools and Friends Groups, seek to utilise all available resources to market Parks & Countryside sites.

• To use marketing as a tool for establishing income generation targets.

Parks & Countryside – Marketing Strategy 2011 3

Sandwell Council … working for you Greener Spaces ...Active Places 2. Marketing Objectives

The Marketing Strategic objectives are:

• For Parks and Countryside areas to meet the 8 Green Flag criteria.

• To ensure that income opportunities and target are maximised.

• To ensure Parks and Countryside areas are kept clean and well maintained for visitors.

• To market Sandwell Valley and Dartmouth park in the context of West Bromwich Town Centre regional destination.

• To conserve and manage the heritage features.

• To effectively market the Parks and Countryside regeneration and development initiatives. Through consultation with local communities, a number of marketing priorities have been defined: i. To enhance the quality of our facilities and services through marketing. ii. To raise the profile of all Parks and Countryside within the region and to encourage community involvement. iii. Encourage investment through the promotion of the Parks and Countryside as quality visitor destinations. iv. To market sustainable management of Parks and Countryside as visitor attractions. v. To increase the marketing budget through external funding resources.

Parks & Countryside – Marketing Strategy 2011 Sandwell Council … working for you Greener Spaces ...Active Places

3. Background

The Parks and Countryside Management Service is part of Sandwell's Streetscene Directorate and provides the strategic management and development of Urban Parks, Countryside Parks, Allotments and Community Green Spaces within the land portfolio of Streetscene.

Urban Parks Warden Service provides the front line interface for visitors to Urban Parks and Green Spaces. The Countryside Ranger service provides the frontline interface for countryside sites. The grounds maintenance is undertaken by the Councils Grounds Maintenance Service through a green budget. Static gardeners within key parks provide a complementary front line interface for visitors.

The national benchmark for excellence is the Green Flag Award. In Sandwell we currently have 5 green flags within town parks and Sandwell Valley Country Park, also one at Warley Woods a community Trust Park. Restoration of Dartmouth Park, West Bromwich commenced in January 2010, which will culminate in achieving a Green Flag award, as part of the HLF contractual obligations.

Lightwoods Park Bearwood was transferred to Sandwell from City Council in November 2010. A lottery application under the Parks for People Programme to the value of £4.7million has been submitted.

A comprehensive Green Space Strategy was completed in 2010 forms the basis for future management and marketing opportunities.

3.1 Objective

This Marketing Strategy has been produced to provide a focus for marketing Urban Parks and Countryside areas. It particularly concentrates on the significant green spaces with borough-wide importance and how their potential marketed profile can be achieved, whilst also considering how the neighbourhood and local green spaces are marketed to promote greater appreciation and usage.

Parks & Green Spaces – Marketing Strategy 2011

5 4 Site Details and Description

Sandwell has 1,483 acres of green space which is made up of the Sandwell Valley Country Park, six town parks for the six towns of the borough, numerous neighbourhood and local parks, and other public areas and open spaces.

4.1 Sandwell Valley Country Park The Sandwell Valley is a country park within half a mile of West Bromwich Town Centre and has over 2000 acres of woodland and parkland with wildfowl lakes along with the remains of an old Benedictine Priory, and two working farms. The Valley has achieved a Green Flag status and currently attracts well over 750,000 visitors a year. Park Farm alone attracts well over a 250,000 visitors a year. The Country Park is the most popular tourist attraction within the borough and has achieved a number of tourist awards. A comprehensive Management and Maintenance Plan, provides the basis for service delivery. Managed through staff at Sandwell Valley Countryside sites have a number of dedicated volunteer and friends groups that are actively involved in marketing their sites.

4.2 Town Parks Victoria Park in Smethwick, Barnford Park in Oldbury, Haden Hill Park in Rowley, Victoria Park in Tipton, Dartmouth Park in West Bromwich and Brunswick Park in Wednesbury are the six town parks. Each park has its distinct characteristics and facilities, including children’s playgrounds, youth games facilities, skateboard parks, grassed sports pitches, pavilions, horticultural features and historical monuments. A rolling programme of Green Flag Awards has been established for all Town Parks and key Neighbourhood Parks.

4.3 Neighbourhood and Local Parks There are a number of Neighbourhood and Local Parks within Sandwell. They can vary in size, design and heritage value, and offer a smaller range of facilities when compared to the town parks. However, they often provide a much-needed green area as an antidote to the nearby residential, industrial and commercial developments. Town Parks and Neighbourhood Parks also have dedicated volunteer and friends groups who are actively involved in marketing their sites.

Parks & Green Spaces – Marketing Strategy 2011

6 4.4 Strategic Open Spaces There are a number of playing fields within Sandwell which primarily encourage participation in active recreation such as football, rugby and tennis. The playing fields typically comprise of sports pitches and courts, a pavilion, children’s play area and a car park. Marketing is done in association with the Sandwell Sports Leagues of Football and Cricket. The largest playing field site in the borough is Lion Farm in Rowley Regis. It has 13 football pitches and hosts over 300 football matches per season. New playing fields at a site off Newton Road West Bromwich called Churchfields will be available end of 2011. It is this site along with Lion Farm that is scheduled to be renamed Queen Elizabeth Playing Fields 2012 as part of the Queens 60 year celebrations.

Parks & Green Spaces – Marketing Strategy 2011

7 5. Parks and Countryside Management

Streetscene is the Sandwell MBC service responsible for the management of Park & Green Spaces. Included within Streetscene is the Ground Maintenance Service that provides Sandwell MBC’s in-house ground maintenance team through a Green Budget. The Grounds Maintenance Operations Manager allocates the ground maintenance budget for all Parks & Green Spaces. Ground Maintenance their maintenance standards market within their annual reports published on the council’s website.

Appendix 1 shows the directorate structure of the Council, Appendix 2 shows the framework of Street Scene Directorate and Appendix 3 shows the detailed structure for Parks and Countryside Services.

Country Parks and Countryside areas have a dedicated maintenance budget that is not part of the Green Budget.

Politically, Sandwell M.B.C. has adopted a leader and cabinet style system consisting of Portfolio Holders, who make all the key decisions and operate on similar lines to central government. Councillor D Rowley, as the Portfolio Holder for Community Safety, represents the interests of Parks and Countryside within the Cabinet.

Parks & Countryside – Marketing Strategy 2011 Sandwell Council … working for you Greener Spaces ...Active Places 6. Marketing within Streetscene Directorate

Streetscene Directorate have recently put in place several initiatives to improve the marketing of its activities and facilities, and to also improve the monitoring of any marketing that is undertaken.

A marketing group has been established to look at marketing and promotion through various media. Any marketing for Parks and Countryside sites will seek the advice and guidance from this group on the most suitable way to reach target audiences.

Appendix 4 shows the Councils Marketing Tool which illustrates the various resources that can be utilised to undertake marketing and promotion.

Appendix 5 shows the marketing monitoring grid, which is collated on a monthly basis so outputs as a result of marketing and promotion can be monitored.

Parks & Countryside – Marketing Strategy 2011 Sandwell Council … working for you Greener Spaces ...Active Places 7. Community Involvement (Local Involvement Programme)

Community involvement within Parks and Countryside sites is primarily focussed on Friends Groups. All town parks have established Friends that advocate the promotion and marketing of their park. Establishing Friends Groups for Neighbourhood Parks and Green Spaces remains an important focus over the coming years, as their resource is valuable in successfully increasing visitor numbers and marketing these areas.

A Friends network forum has been established with the first meeting held in March 2009. The forum includes Council Officers, Elected Members and Chairs of Friends meeting every six months to discuss issues of common interest and network best practise.

A magazine titled “Green Scene” is published twice a year that includes contributions from Friends Groups.

Marketing normally occurs through press releases. Organised events and activities also encourage community involvement either through the administration, management or delivery of these events.

Sandwell Valley and other countryside sites have a number of active local community groups. Volunteers play an important part of Sandwell’s Countryside management.

Parks & Countryside – Marketing Strategy 2011 Sandwell Council … working for you Greener Spaces ...Active Places 8. Corporate Objectives

8.1 Streetscene Business Plan 2011-2014

This document sets out a clear vision and ambition for the future. It identifies a mission and series of aims and objectives in order to strengthen the links between culture and other local priorities.

Sandwell encourages residents to be involved in cultural activity; participating in sport or recreation in their local parks. Local involvement for improvement projects are a way of promoting and marketing this objective.

8.2 Sandwell Community Plan 2008

The plan is based around five themes for action: 1. Promoting a Lifelong Learning Society 2. Improving Health and Achieving Conditions for Good Health 3. Creating Wealth through Revitalising the Sandwell Economy 4. Transforming Sandwell’s Environment 5. Creating a Safer Sandwell

Under Priority Theme 4 (Transforming Sandwell’s Environment) there are a series of action areas of which transforming the urban form is one with an aim to create a physical environment which is attractive to residents and employees. One objective is to make improvements to parks and countryside that will in turn enable Green Spaces to be marketed for their range of visitor facilities.

As an appendix to the plan there is a Performance Management Framework and Action Plan and within this there is a key reference to parks and gardens.

8.3 The Black Country Visitor Economy Strategy Established 2004 - 2014

The Black Country Visitor Economy Strategy provides a 10-year vision for the Black Country Visitor Economy.

The Strategy focuses on three strands of action: • Making the Connections – The strategy supports the idea that a prominent icon, or iconic building, should be considered as a means of raising awareness of the Black Country as a visitor destination, among residents and visitors. • Establishing the Destinations – The Strategy recognises the Learning and Culture Quarter. Sandwell Valley Country Park and Dartmouth Park are the green space offer for the town. • Beautification – The strategy focuses on improving the urban environment, sustainability and the local environment, public art and tackling anti-social behaviour.

Parks & Green Spaces – Marketing Strategy 2011

11 8.4 Green Space Strategy 2010

This strategy identifies aims and objectives for an effective and productive partnership between the Parks and Countryside Service and community groups and organisations associated with Green Spaces across the borough.

The mission statement for this policy is:

“To enable the community led regeneration of Sandwell Green Spaces through partnerships and communities.”

The significance of working with community groups have resulted in the aims for this policy being included in the overall Strategic aims for the Parks and Countryside Service.

Parks & Green Spaces – Marketing Strategy 2011

12 9 Summary of Local Demographics

9.1 Population

Sandwell’s population is estimated to be 280,000 and it is indicated that it will increase by 12% over the next 25 years to 310,000. Sandwell is also projected to experience a considerable ageing of the population. The population aged 60 and over is expected to increase by 18,600 (+31%) over the next 25 years. The greatest increase within this category is expected to be those aged 85+ (+4,600, +81%). The only age group showing a decrease is the 35-39 age group.

9.2 Social Deprivation

Sandwell's annual average claimant unemployment rate is the third highest in the area after Birmingham and Wolverhampton. It is about the same as the average for the West Midlands area (4.6% and 4.5% respectively) but is almost twice as high as the national rate (Great Britain, 2.4%).

Such high levels of deprivation mean peoples ability to travel are limited. Thus local Parks and Countryside sites become important areas for outdoor play and recreation. Targeted marketing using plain English is especially important.

9.3 Lifestyles

The health of local people in Sandwell and the west of Birmingham are poorer than in other parts of the country. One in five people suffer from a limiting long-term illness and men and women live three to four years less than the national average. Sandwell also has a higher than average rate of overweight and obese children, therefore marketing free recreation in parks is essential.

9.4 Mobility

As a consequence of social deprivation and lifestyles set out at 9.2 and 9.3 above, the population of Sandwell is not as mobile as other urban conurbations. It is therefore more essential to market parks and green spaces within walking / public transport distances. Many people do not get the opportunity to visit National and Country Parks outside of Sandwell.

Parks & Countryside – Marketing Strategy 2011 Sandwell Council … working for you Greener Spaces ...Active Places 10. Financial Arrangements

10.1 Parks and Green Space Management

Annual Expenditure = £1,530,800 Income Target = £307,700

SMBC Financial Contribution = £1,223,100

10.2 Countryside Management

Annual Expenditure = £1,551,000 Income Target = £549,200

SMBC Financial Contribution = £1,001,800

Parks & Countryside – Marketing Strategy 2011 Sandwell Council … working for you Greener Spaces ...Active Places 11. Competitors

Almost all Sandwell parks are primarily used by Sandwell people. Other parks outside Sandwell may influence Sandwell park visitor numbers but only slightly. Sandwell Valley Country Park is a regional attraction and does have regional competitors.

11.1 Green Flag Sites

The Green Flag Award is the national standard for parks and green space management (www.greenflagaward.org.uk). In order to achieve the award, a green space must demonstrate a good level of performance against the following key criteria:

• A Welcoming Place • Healthy, Safe and Secure • Clean and Well Maintained • Sustainability • Conservation and Heritage • Community Involvement • Marketing • Management

Green Flag is a good way of marketing town parks in Sandwell both nationally and locally, through press and TV.

Green spaces that hold the Green Flag Award, typically have a range of visitor facilities, appropriate to the scale and nature of the green space, and are marketed to both current and potential audiences. As such they are likely to be visitor destinations as well as performing a more local function.

The Leisure Visits Survey 2005 provides information on the average characteristics of visitors to a variety of destinations. According to the survey:

In 2005, Leisure Visits involved an average round trip of approximately 17.1 miles (27.5 km). This varied considerably by destination: amongst the four main destination types, the longest distances were on seaside town/city (23.4 miles/37.7 km) and seaside coast trips (30.9 miles/49.7 km) followed by countryside trips (21.5 miles/34.6 km) and the shortest average distances were travelled on inland town/city trips (15 miles/24.1 km).

Taking the countryside trips as a comparable distance both current and potential audiences are likely to travel, there are some key numerous green spaces that have gained the Green Flag Award in 2011 within a 10.7 miles (17.3 kilometre (34.6 km ÷ 2)) radius of Sandwell.

The regional competitors to Sandwell Valley Country Park are set out in the table below detailing their locations and the facilities they have to offer:

Parks & Countryside – Marketing Strategy 2011 Sandwell Council … working for you Greener Spaces ...Active Places

Name of Site Location Facilities Baggeridge South • Children’s play area • Tea shop Country Park Staffordshire • Horse riding • Amphitheatre • Fishing • Picnic area • Orienteering • Tents and caravans • Guided walks • Car parking • Miniature railway • Toilets (included • Sensory garden • accessible) • Camping • Memorial garden Handsworth Birmingham • Ranger service • Bandstand Park events and activities • Cricket pavilion • Leisure centre and • Events area public toilets • Football pitches • Car park • Boat house and • Play centre toilets • Play area • Church and • Multi use games churchyard area • Lodge • Sons of Rest • Garden and canopy • Civic Society Garden Waseley Hills Bromsgrove • Orienteering course • Car park Country Park • Adventure play area • Café • Picnic area • Information centre Lickey Hills Bromsgrove / • 18 hole golf course • Nature trails Country Park Birmingham • Bowls • Guided walks • Tennis • Tea room • Putting green • Adventure • Purpose built playground wheelchair pathway • Car parking and viewing platform • Visitor centre Sandwell Valley linked to Dartmouth Park has a larger range of visitor facilities compared to its regional competitors. Sandwell Valley West Bromwich • Modern Dairy Farm • Adventure Play Country Park • Victorian Farm • Golf Course & Crazy • Rare Breeds Golf • Visitor Centre • Tennis Courts • Restaurant • Sports pitches • Victorian Garden • High Ropes • Education Facility • Guided Walks • Lakes • Nature Trails • Car Parking • Cycle Hire • Regional shows & • Garden/Plant sales Events • Shops • Caravaning & • Farm animals Camping • Picnic Areas • Horse Riding • Children’s Play Area • Fishing

Parks & Green Spaces – Marketing Strategy 2011

16 According to the Household Survey, undertaken in 2005 as part of the Sandwell Green Space Audit, when asked which of other parks, open spaces, woodlands and play areas listed that they visited outside of Sandwell, the response was as follows (multiple answers were allowed):

Number of Percentage of respondents respondents. Base: 852 % Baggeridge Country Park 267 11.3 Barr Beacon 298 12.6 Clent Hills 757 32.1 Himley Hall 403 17.1 Sutton Park 561 23.8 Telford Town Park 225 9.5 Arboretum 626 26.5 West Park – Wolverhampton 62 2.6 Wrens Nest 111 4.7

11.2 Other Leisure Attractions – Fee Paying

In addition to other green spaces within the region which are able to offer similar experiences to parks within Sandwell, and are therefore likely to be in direct competition, other leisure attractions in the region will also form competition and the strength of information about such attractions will influence the decision to visit the park.

There are a large number and range of such facilities in the local area. According to the Day Visits to West Midlands Tourist Attractions 2005, those top 20 paid visitor attractions in the West Midlands within the 10.7 miles (17.3 kilometres) ‘catchment area’ of Dartmouth Park are: • Cadbury World: A chocolate factory that details the journey of chocolate production. Catering for school, youth and adult groups and also undertaking regular events. • Birmingham Botanical Gardens: A selection of gardens offering school and group visits, tea room, shop, car park and library. • Dudley Canal Trust Trips: An opportunity to travel the complete length of Dudley Tunnel and also visit Dudley's famous Limestone Mines offering organised trips and events.

Parks & Green Spaces – Marketing Strategy 2011

17 12. Regeneration of West Bromwich

West Bromwich has been designated the premier centre of Sandwell. Other town centres will continue to provide for local needs, but the largest town centre and principle centre for the Borough will be in West Bromwich. West Bromwich will be developed as the premier retail, cultural and leisure centre for the Borough, and attract people from further afield.

The regeneration of West Bromwich will attract many more people to the region therefore it is essential that Sandwell’s Parks and Countryside areas are sufficiently promoted within the town centre. Sites local to the town centre such as Dartmouth Park and Sandwell Valley will certainly benefit from the regeneration. However, the restoration of Dartmouth Park and the continued success of Sandwell Valley Country Park will also enhance the appeal of the town centre and are key towards successfully sustaining the new developments.

It is essential the visitor experience within Dartmouth Park and Country Park reflects the visitor experience to the regenerated town centre. New attractions next to Dartmouth Park such as High Ropes, Adventure Play Area, New Crazy Golf, Tennis Court, Cycle hire will attract new audiences and income. The new community pavilion in Dartmouth Park has the potential of generating income and increasing the visitor experience.

Parks & Countryside – Marketing Strategy 2011 Sandwell Council … working for you Greener Spaces ...Active Places 13. Other Key Issues

There are several other key issues that need to be considered within the scope of this Marketing Strategy.

13.1 Funding Opportunities

There are a number of grants available which enable local communities to develop or improve recreational facilities. Parks and Countryside seeks every opportunity to work in partnership to obtain funds from bodies such as Heritage Lottery, Sport England, Football Foundation and Pathfinder. External fund holders have specific criteria and conditions associated with any award relating to the marketing of the award. It is essential that marketing opportunities through press releases, TV and local radio are explored as part of any award.

13.2 Transport

Most Green Spaces are within working distance to bus routes and some are near to local railway and metro stations. Car parking is available within or near all parks. During events such as the Sandwell Show, Bonfire and Historic Vehicle show comprehensive travel plans are drawn up in order to cater for the increase in demand. Marketing of Green Spaces through the transport links is currently being explored in partnership with spatial planning and Centro.

13.3 Future Developments for Parks and Countryside Areas

Future developments planned for Parks and Countryside areas over the next five years will incorporate marketing. These developments and projects will further enhance the portfolio of facilities available, however this list is not exhaustive and funding opportunities are continually being sought. The planned improvements will enable us to market and to promote the improvements which in turn will increase audiences into those sites.

Future developments for marketing opportunities include:

Dartmouth Park Restoration Project: An ambitious £8.3 million project, made up of £6.3 million Capital and £2 million revenue, funded through Sandwell MBC’s capital programme and the Heritage Lottery Fund / Big Lottery under the Parks for People Programme. Works are expected to conclude by December 2013 and will include a new pavilion, performance area, Skateboard Park and children’s play area.

Lightwoods Park Restoration Project: A £4.7 million restoration of the park and house. Should commence in 2013.

Parks & Countryside – Marketing Strategy 2011 Sandwell Council … working for you Greener Spaces ...Active Places Pathfinder: Sandwell has benefited from a £2.5 million grant from the government under its Play Pathfinder initiative. This has seen 28 new or refurbished play areas in public spaces that includes a flagship adventure play facility in Sandwell Valley.

High Ropes: Sandwell Valley private sector partnership

Regeneration Zones: Major regeneration housing projects are proposed for West Bromwich, Smethwick and Hill Top. This investment into the borough will present further funding opportunities for parks and green spaces within and near these regeneration zones.

Section 106 monies: Given the downturn in the economy additional section 106 monies have started to decline. However, some existing funding still exists and is being used to update, replace, restore or introduce new facilities within the parks and green spaces.

Capital investment into Park & Countryside sites has a direct impact on visitor numbers. This in turn provides a bigger platform for sponsorship and income generating opportunities. There is a link between regeneration and income generation. The priorities are set out at Action Plan (section 14) within this strategy.

Parks & Green Spaces – Marketing Strategy 2011

20 14. The Marketing Action Plan

The Action Plan section splits the objectives of the Marketing Strategy into short term targets over the next three years.

All the targets are subject to change in tourism trends, key issues and corporate objectives. Any change of policy will be in line with the annual review of the Parks and Countryside section Business Plan which summarises the work load for the forthcoming year. The funding for all targets will come from existing budgets.

Parks & Countryside – Marketing Strategy 2011 Sandwell Council … working for you Greener Spaces ...Active Places Objective Target Resources Status Impact 1. To enhance the Achieve the actions set out Green Flag Budget & Partnership established More Green Flag quality of our in the Management and Officer Time with Grounds Parks, increasing facilities and Maintenance Plans (MMP) Maintenance & Serco audiences services through for town parks. marketing. Investing in staff through Existing Training Annual PPD evaluation Professional providing appropriate Budgets & Officer marketing that marketing training. appeals to visitors and users Ensure Park Entrance Signs Capital Budget New signs parks, Regular reading by and notice boards are Sandwell Urban investment to continue local people and attractive, good quality, well Warden Service over next 2/3 years visitors maintained and have useful contacts displayed including up to date Marketing Material Review the procedure of Officers Review started through Reduced complaints reporting defects within the Frontline meetings reading to satisfied Parks and Green Spaces Sandwell Urban visible repeat visits thus avoiding customer Warden Service complaints. Ground Maintenance 2. To raise the Review all information on Officer Time Dedicated officer to profile of Parks website and update with review on regular basis and Countryside latest news in partnership with to encourage Transform Sandwell community Continue to publish and Officer Time Ongoing The publication is a involvement refresh Green Scene Printing Budget good way of Newsletter and publish on informing people website what we do

Parks & Countryside – Marketing Strategy 2011 Sandwell Council … working for you Greener Spaces ...Active Places Objective Target Resources Status Impact Publish key documents such Officer Time Review website These documents as Management and are essential for Maintenance Plans on the Green Flag awards website Design high quality leaflets Existing Budgets & Leaflets exist for some The number and promoting the Parks and Officer Time sites. Develop a generic source of Green Countryside sites for Potential other funding leaflet to promote all information is notice Friends and notice boards sources e.g. PCT sites. board. This improves visitor experience Review and market Existing Budgets & Review as part of budget Increased visitors programme of events to Officer Time setting process. and income attract more visitors. Draft generation regular media editorials to publicise activities and facilities Establish more Friends Officer Time Friends Groups Good way to target Groups into the Parks and established for all major non users and Countryside areas and parks and countryside difficult to engage encourage community sites, neighbourhood and people. involvement thus impacting local parks groups are on marketing activities encouraged with through networking partners. Encourage the use and Officer Time Ongoing Option for marketing of facilities for sponsorship and community groups, including alternative solutions sports through stewardship to budget pressures agreements 3. Influence Work with Marketing section Officer Time Working relationship Maximum publicity investment on promotional initiatives established. available

Parks & Green Spaces – Marketing Strategy 2011 23 Objective Target Resources Status Impact through the Review and expand the Officer Time Stewardships, promotion of the range of income targets volunteering, pricing Parks and policy, private sector Countryside as partners quality visitor Develop strong community Officer Time Work with Primary Care Alternative way of destinations. base with local people, Trust and other delivering events private sector partners and organisations including and organising organisations who provide a Friends, Sports Clubs, activities. service for Parks & Community Trust and Countryside areas private partners 4. To market Market and Promote the Existing Budgets and Currently included as Increased school sustainable benefits of sustainable Officer Time part of the educational visits and management of management, conservation programme at Sandwell educational value of Parks and and heritage features of Valley Country Park, sites. Countryside as Parks and Countryside programme to be visitor spaces to schools as part of expanded to include attractions. environmental education Parks and Green Spaces Market parking for visitors. Existing Budgets and Parking facilities being Maximise Promote Public Transport Officer Time reviewed for major sites. opportunities for links public transport links to key sites increasing visitors Ensure marketed facilities Existing Budgets and Review of facilities by Better compliance and attractions are Officer Time Access Alliance Group with access for all accessible to visitors of all SMBC policy levels of ability Encourage Friends & Officer Time and Projects have Alternative ways of Community Groups along potential external commenced and, enquiring quality with community payback to funding for projects schemes are being rolled facilities with budget undertake volunteer projects out. reductions. that can be marketed.

Parks & Green Spaces – Marketing Strategy 2011 24 Objective Target Resources Status Impact 5. To increase the Identifying all possible Officer Time Some projects already Marketing costs met marketing sources of external funding commenced, future by external funding budget through from organisations such as projects will be identified external funding Heritage Lottery Fund, Sport when funding streams opportunities England or the Football are announced Foundation Co-ordinate applications for Officer Time Ongoing with community Maximise grants not external funding with groups and partners e.g. directly available to community organisations outdoor gym kit the council and friends. 6. To assess the Liaising with local tourism Officer Time Links established at Regional marketing impact of visitor bodies to analyse visitor Sandwell Valley. trends on Parks trends on the impact to the Parks and Green Spaces and Countryside Parks and Countryside links need to be Service. established. Undertaking annual visitor Officer Time Ongoing Understanding satisfaction surveys visitor requirements Rolling out a program of Officer time and Already installed at some Analysis of visitor installing visitor counters to allocation of Green Flag sites, others to be numbers is key sites to assess the budget installed at key sites over essential for impact of improving facilities. next 2/3 years external funding applications. So potentially increased grants., increased regeneration

Parks & Green Spaces – Marketing Strategy 2011 25 15. Monitoring Marketing

This Marketing Strategy sets out our objectives over the next three years. How we intend to achieve these targets are detailed within the action plan section. This will be reviewed in 2013 the progress of the action plan will be monitored through monthly management team meetings of the Parks and Countryside Service.

Parks & Countryside – Marketing Strategy 2011 Sandwell Council … working for you Greener Spaces ...Active Places

APPENDICES

Parks & Countryside – Marketing Strategy 2011 Appendix 1: Directorate Structure

Chief

Executive

Corporate Director Director Director Director Corporate Director PLACE Legal & Governance Strategic Resource Improvement & PEOPLE Efficiency

Area Director Service Director Regeneration & the Learning & Culture Economy West Bromwich & Smethwick

Area Director Service Director Streetscene Children & Families Oldbury & Rowley Regis

Area Director Service Director Homes & Communities Personalisation & Tipton & Wednesbury Partnership

Service Manager Service Director (Thematic Business Adult Services Support/Transport)

Service Manager Service Director Joint Health & Care Commissioning

Parks & Countryside – Marketing Strategy 2011 John Satchwell - FT Parks & Countryside Services Manager Appendix 2: Parks & Countryside Structure

Lynn Floyd – FT Admin Assistant

Helga Lutz - FT Urban Parks Manager

David Brown - FT Development Manager - Parks Strategy

John R Satchwell – Fixed Term Sharon Danks – FT Andrew Tromans - FT Vacant - FT Dartmouth Park Project Officer Technical Support Officer Parks Project Officer Green Flag Officer

Cherie O’Sullivan – Fixed Term Play in Parks Project Officer

Tony Potter - FT Events and Project Manager - Events

Jane Johnson - FT Events Co-ordinator Lorna Johnson - PT Admin Assistant Chris Moore - FT Countryside Manager

Malcolm Freeman - FT Matt Darby - FT Senior Countryside Officer Senior Countryside Officer

Richard Williams Dartmouth Park Ranger

Alan Hunt – FT (Shift) Duty Park Warden Manager – Park

Don Morton - FT (Shift) Dale Davis - FT (Shift) Lou McManus - FT (Shift) John Giles - FT (Shift) Park Warden Park Warden Park Warden Park Warden

Jamie Cowles - FT (Shift) Duty Park Warden Manager – Park

Vacant - FT (Shift) Jim Piggott - FT (Shift) Trevor Rayers - FT (Shift) Neil Wright - FT (Shift) Park Warden Park Warden Park Warden Park Warden

Sunish Patel - FT Parks Facilities Manager

Lorna Johnson - PT Admin Assistant

Gary Bell - FT Amy Robinson - FT Carole Calloway - FT Parks Facility Maintenance Officer Haden Hill Park Community Assistant Events & Community Liaison Officer Parks & Countryside – Marketing Strategy 2011 Appendix 3: Council Marketing Tools

Council Marketing Period of Contact Deadline for Inclusion Edition Tool Production

Corporate Brief Monthly Mark Jones Month in Advance (Council Newsletter Central Communications Last Date of Month and e-mail) 0121 569 3128 April May May June June July July August August September September October

ACS Thematic Weekly acs_communications@sandwel Thursdays - 12 noon Monday of every week

(Council Newsletter) l.gov.uk Sandwell Today Quarterly Mark Jones/ 569 3128 Second week of (Council Magazine) Darren Beck 569 3029 previous month: Communications Friday 13 March April 2009 Friday 12 June July 2009 Sandwell Herald Quarterly Steve Harrison 569 3033 Feb 07 April/May 2009 (Newspaper) Communications Local Residents Grapevine Quarterly Adult & Community Services Two Weeks before January/February/March (Council Magazine) Depending on Pam Cross 569 5669 April/May/June capacity July/August/September/ October/November/December

GroupWise Interim – as Pam Cross/Sara Whitehouse As and When Administrator and when 569 5669 Council E-Mail) Press Releases – Interim – as Darren Beck 569 3029 As and When Ongoing Press Office and when Mark Jones 569 3128 Express & Star Communications Chronicle Time sensitive ALL EXTERNAL PRESS Herald COMMUNICATIONS TO GO Black Country Mail THROUGH CENTRAL

Parks & Countryside – Marketing Strategy 2011 Council Marketing Period of Contact Deadline for Inclusion Edition Tool Production

Great Barr Observer COMMUNICATIONS Halesowen Chronicle Except for Events Information Halesowen News Birmingham Post SMBC Website Monthly Matthew Johnson Home Page – book an Home page changes every week Susan Chandler item year in advance if depending on capacity 0121 569 5669 you can

If a month in advance cannot always guarantee space Intranet Daily - Ian Saunders Daily Daily dependent on 0121 569 3955 As and when user request What’s On Quarterly Manjit Kaur Last week of: Spring – March/April/May Cultural Services December Summer – June/July/August 0121 569 4825 March Autumn –Sept/Oct/Nov June Winter – Dec/Jan/Feb September Poster Boards Interim – as Curators – John Hill As and when No Timetable and when Press Office

Transform Sandwell Monthly Glynn Jones 2nd Thursday of the For submission in following Newsletter 07795 981008 month months “News For You”

Young People & Monthly Tracey Rogers Before the 10th of the Go in that month – last day of the Children’s Newsletter E-copy Communications Officer month month “The Vision” 0121 569 8127 March edition sent out last day of e.g. 10 March the month

Parks & Countryside – Marketing Strategy 2011 Appendix 4: Monthly Marketing Monitoring Grid

Council Marketing Items Positive Negative Total Subject (Brief details only) Tool Submitted Coverage Coverage Coverage INTERNAL: Corporate Brief (Council Newsletter and e-mail) ACS Thematic Weekly (Council Newsletter) Sandwell Today (Council Magazine) Sandwell Herald (Newspaper) Local Residents Grapevine (Council Magazine)

GroupWise Administrator Council E-Mail)

SUB TOTAL: EXTERNAL: Press Releases – Press Office Express & Star Chronicle Herald

Black Country Mail Darren Beck Observer to undertake Halesowen Chronicle Halesowen News Birmingham Post

SUB TOTAL:

Parks & Countryside – Marketing Strategy 2011 Council Marketing Items Positive Negative Total Subject (Brief details only) Tool Submitted Coverage Coverage Coverage

OTHER: SMBC Website Homepage

Intranet

What’s On

Notice Boards

Poster Boards

Transform Sandwell Newsletter “News For You”

Young People & Children’s Newsletter “The Vision”

SUB TOTAL:

Parks & Countryside – Marketing Strategy 2011