A place brand for Bognor Regis

#BigUpBognorRegis

A platform for collaboration
and consultation

Introduction

Bognor Regis – investment town

Bognor Regis is entering a phase of real opportunity with the significant investment in the new “Engineering & Digital Tech Park” by the University of Chichester, the WSCC funded Platform creative digital hub at Bognor Regis train station, enhancements to the town centre and seafront public realm, and as part of wider British seaside renaissance.

Internationally renowned multi-disciplinary designers HemingwayDesign have been appointed to work with Arun District Council on harnessing the exciting developments that are in progress / being planned for Bognor Regis over the next few years and to create a new place brand for the town.

What is a place brand?

A place brand is a comprehensive marketing campaign that gives a town or city a completely new and community-led narrative and identity to support the overall promotion of that place, then communicates that story to its target markets.

A place brand can achieve:

  • unification of public sector organisations, business, residents, community groups and faiths under one brand identity and tone of voice
  • improved internal and external perceptions
  • increased business inquiries and investment
  • increased visitor numbers
  • attract and retain talent
  • platform for future development
  • springboard for marketing activity that will help the town achieve its goals
  • enable a coordinated approach to place making and improvements to the public realm
  • empower people and raise aspirations – espouse opportunity and big thinking

What a place brand needs to deliver

The place brand process

1

Discovery, listening and gathering

We will discuss current targets, the challenges and ambitions within the council and all sectors of the community. This will enable and inspire people internally and externally, and help define and inform the creative process. We aim to understand of the area’s actual and perceived character. The output of this phase will be a detailed evidence base to develop the narrative, key themes and drive the creative direction for the visual identity.

2

Insight & Narrative

Developing the key values, themes and points of distinction which form the new Bognor Regis narrative.

3

Shaping & Creating

Creative ideas and strategic direction that visually captures the essence and identity of Bognor Regis with accompanying words/slogans to communicate a tone of voice.

4

Guiding & Delivering

Materials that showcase the most effective ways to communicate the new Bognor Regis place brand and guide local businesses how to utilise it to support and strengthen their own brands.

5

Implementation

Strategy and implementation plan including ideas for future campaigns, the launch and marketing rollout.

Why does Bognor Regis
need a place brand?

  • Whilst other British seaside towns are becoming attractive brands Bognor Regis continues to punch below its weight and foster negative perceptions locally and nationally. However unfair these negative perceptions are, they are tangibly holding the town back.
  • Timing is often everything and Bognor Regis is entering a phase of real opportunity with significant investment in the town that will attract vibrant and forward thinking businesses and young people studying and working in high tech industries.
  • The town has struggled to adapt and maintain its offer as a holiday destination but considerable progress has been made in recent years to ensure investment and growth in the tourism sector.
  • Evidence shows that the town is a net exporter of labour. There is a need to address the economic drain and support the development of a high calibre workforce that exploits the natural and cultural resources of the town.

Co-design and engagement - including, informing and inspiring

Why are we engaging?

We know that the key to a successful place brand strategy is to strip back the layers and get to the heart of how Bognor Regis wants, and needs, to be defined – and all its little quirks in between. And that means reaching out to the community to gather the detail and stories that inspire the Bognor Regis brand narrative.

Have your say:

Engagement and consultation sets out the strategic context for the Place Brand process. Our primary goal is to formulate a place narrative and identity that supports the overall promotion of the town or city. This will be built on an honest assessment of its challenges and opportunities; understanding what is and what isn’t working is vital.

We want to hear about how you want your town to develop? What makes your town great? Let us capture your vision and values so we can help you build a vibrant narrative for Bognor Regis.

Take part in our Bognor Regis Perceptions Survey