Item-13-Marketing-and-Communications-Update

HIGH LIFE HIGHLAND REPORT TO BOARD OF DIRECTORS 5 December 2013 AGENDA ITEM REPORT No HLH /13 MARKETING AND COMMUNICATIONS UPDATE - Report by Chief Executive Summary The purpose of this

HIGH LIFE HIGHLAND

REPORT TO BOARD OF DIRECTORS

5 December 2013

AGENDA ITEM REPORT No HLH /13

MARKETING AND COMMUNICATIONS UPDATE - Report by Chief Executive

Summary

The purpose of this report is to provide an update on progress made in implementing the Marketing and Communications Plan.

It is recommended that Directors comment on and note the update.

1 Business Plan Contribution

1.1 This report supports the highlighted Business Outcomes from the High Life

Highland (HLH) Business Plan:

1 A positive company image

2 A growing company

3 Delivery of the contract with THC

4 Increased awareness of our products and services

5 Increased customer satisfaction

6 Increased financial sustainability

7 Increased internal collaboration

8 Increased staff satisfaction

9 Safety & environmental compliance

2.1 The Board approved the Marketing and Communications Plan for HLH on

20 June 2013 At the Board meeting on 2 October 2013 Directors requested

an update on progress in implementing the actions outlined in the Plan The purpose of this report is to provide that update.

3 Marketing and Communications Plan Updates

3.1 Appendix A – Marketing Plan update

Appendix B – Communications Plan update

Appendix C – Signage Projects Update

Appendix D – Example of High Life Christmas Promotion

Appendix E - 2014 calendar of events

4.1 Resource Implications – the resources associated with the delivery of the

Marketing and Communications Plan have been approved within the 2013/14 budget.

Risk Implications – there are no new risks associated with this report.

Appendix A – Marketing Plan Update

Branding

 Devise and implement branding toolkit  Toolkit fully implemented  Libraries specific toolkit in development – due for

launch Jan 2014

 Devise and implement brand guidelines  Brand guidelines fully implemented.

 Agree HLH venue branding plan & timetable for implementation

 Detail of on-going signage projects attached at Appendix A.

 Agree standards for external and internal presentation of HLH facilities  Brand guidelines fully implemented.

 Contribute to design and implementation of HLH employee induction pack

 Common themes identified in-line with business objectives; details fed into induction pack

 Online booking implemented in 2012 and 2013

 Full online booking to be integrated into web V2

 Explore options for High Life Highland mobile phone APP

 Libraries ‘APP’ launched Sep 2013

 HLH V2 website project will address need for further APP development

 Identify existing THC & associated websites that need to be deleted / incorporated into V2 site

 Project complete, results incorporated into V2 web project

Appendix A – Marketing Plan Update

 Agree scope of V2 website & identify budget required to implement

 Tender document complete

 Tender to be advertised DEC 13

 Project budget set at £100,000 with contingency

 Full implementation due Jan 14.

 Feedback system in development, due Feb 2014.

 Agree and implement rolling programme of sales and customer service training for staff

 Sales training organised for Leisure Managers w/b 11th November 2013.

 Culture training for Leisure Managers complete as

of May 2013.

 Plans in development for roll-out of culture training to other staff

 Devise and implement social media policy  Draft policy issued 2012

 Social Media policy with Unions for consultation

 Policy due for approval by HLH Board Feb 2014

Appendix A – Marketing Plan Update

 Devise and implement company-wide social media presence

 HLH social media presence now extends to 60 Facebook pages.

 Further Facebook implementation due Jan 2014 for Youth Work (South), Active Schools and Libraries

 HFM, IMAG, Floral Hall have TripAdvisor pages

 HLH Twitter feed now in place

 HLH Board social media training due 5th Dec 2013.

 Web V2 tender includes full social media integration

 Identify and train key service staff as ‘social media champions’

 Key staff identified and trained from Youth Work (North), visitor attractions (HFM, IMAG) and Sports Development

 Further staff to be identified and trained as social media development progresses

 Work with HLH ICT Manager and other key staff to introduce consolidated ‘one card’

system for High Life

 MCM contributing to on-going project to establish technical requirements, timescales and budget for

‘one card’ implementation

Appendix A – Marketing Plan Update

 MCM maintains regular contact with BBC and commercial radio stations; MFR, Cuillin FM, Nevis Radio.

 Establish HLH ‘key messages’  Key message established for HLH: “High Life Highland is focused on its customers

and on promoting a healthy lifestyle’

 Establish service-by-service ‘key messages’

 Key messages agreed for each service are identified in the Marketing and Communications Plan (detail attached at Appendix B)

 HLH communications plan identifies annual plan

of opportunities to communicate key messages

 Devise and implement annual public relations plan

 Public relations plan incorporated into communications plan (update due at 5 Dec board).

 Devise and implement an internal communications plan including quarterly newsletter

 Staff newsletter now at issue 2.

 Internal communications detailed in communications plan.

 Agree format for, and implement, programme of board member email updates

 Chief Executive’s ‘Between Board’ email in place

 Additional communications to be implemented as Board members adopt social media

Appendix A – Marketing Plan Update

 Agree and implement email communications strategy, including range of HLH emails

 Initial focus on visitor attractions – HFM, IMAG

 Full integration of email newsletters included in web V2 project

 Email news platform in place for IMAG, Creative Learning and libraries ‘lapsed’ members

 Further roll-out of email newsletters for libraries planned for early 2014

 Full suite of email communications included in web V2 project

Advertising

 Work with service areas to identify appropriate display advertising and print media promotional opportunities

 Focus of expenditure is on promotion of visitor attractions

 Annual tactical advertising plans being developed for IMAG, HFM and Inverness Botanic Gardens to deliver increased visitor numbers

 Leisure membership promotional plan to be implemented from Q1 2014

 Implement agreed annual advertising plan

 Focus of activity is on promotion of visitor attractions to key customer groups – i.e HFM to Coach Tour operators, Inverness Botanic Gardens

to local residents

 Pre-Christmas promotion of leisure memberships

- November 2013

Direct marketing

and mailing  Agree and implement direct mail strategy  Direct mail activities will focus on existing High

Life member communications

Appendix A – Marketing Plan Update

Events and

exhibitions

 Identify programme of ‘key’ events at which HLH brand can be represented or where HLH can become a partner

 Work underway to identify annual highland-wide plan of events offering opportunities for

communication of key messages.

 Calendar of events which HLH will attend in development

 Events toolkit available for staff use including

pop-up banners, feather banners, vinyl banners

 Agree portfolio of standard exhibition / display materials, i.e pop-up banners / shell schemes

 Initial phase complete – promotional toolkit includes pop-up banners, feather banners and vinyl banners.

 Further development of promotional materials in development for distinct services – Archives, Libraries, Sports Development, Youth Work

Membership

marketing and

sales promotions  Agree and implement new look High Life

membership, incorporating company-wide benefits package

 Refreshed ‘look and feel’ for High Life membership scheme has been developed and will

be implemented as part of High Life relaunch due Jan 2014.

 ‘Love Life, Love High Life’ message to be out January 2014

rolled- Design and implement new High Life membership application form

 Complete – new look application form will be introduced as High Life membership and libraries systems move to align

 Devise and implement rolling programme of High Life membership communications

 Programme of monthly High Life membership updates to begin Jan 2014

 V2 web project will provide additional opportunities for further communication

Appendix A – Marketing Plan Update

 Identify key selling points for all areas of service

 Work to begin early 2014.

 Workshop to identify key message due at 1st

‘Quarterly Management’ meeting in 2014

 Agree and implement rolling programme of sales promotions (i.e Commit to Change, Move It To Lose It)

 On-going – initial High Life ‘pre-Christmas’ offer (Nov – Dec 2013) in place

- Get Fit for the Festive Season’ With a one month membership valid from 18 November to

15 December

 Pre January sale offer - 10% discount on annual membership, one month free on direct debit membership, personal training session free on direct debit membership (Example print advert attached at Appendix C)

 ‘New Year’ membership promotion due January

Appendix A – Marketing Plan Update

 Identify opportunities for cross-service promotion to existing customers

 Projects initiated to date include:

- YouTime – aimed at encouraging traditional participants to find out what’s on offer at HLH Leisure Centres

non Knowing Me, Knowing You – aimed at making connections with local health and care

 MCM maintains regular contact with BBC and commercial radio stations; MFR, Cuillin FM, Nevis Radio.

Partnerships and

sponsorship  Devise sponsorship package for a range of

price and partnership options

 Sponsorship policy and guidance approved

 Basic opportunities leaflet produced

 Collateral required to support sponsorship approaches to be produced

 Develop the benefits package for each option

 Sponsor benefits package will be tailored as appropriate for each potential sponsor

 Identify potential sponsors to approach within each option

 Action plan for identifying and approaching prospective sponsors to be drawn up

Appendix A – Marketing Plan Update

 Nominate individuals to follow up with agreed potential sponsors

 Sponsorship ‘action plan’ to be agreed with each service

 Key staff in each service will ensure adherence to sponsorship policy

Appendix B - Communications Plan Update Internal Communications

HLH Staff Code of Conduct Induction As required

 Issued to managers and staff

 Forms part of induction for new staff – on-going

HLH-wide updates & general

staff news

Staff ‘e-news’

Staff Road shows

Quarterly Twice yearly

 2 issues of staff e-newsletter have been issued

 16 sites visited by Chief Executive for staff road show events in 2013

 First 2014 road shows by Chief Executive in diary

HLH Management Team and

subsequent staff team briefing

Face-to-face

Service Updates and service

specific information HOS / Principal Manager As required  Implemented through monthly

meetings with Principal Managers

Staff Successes and Awards

Scheme

Staff submissions of successful pieces of work Quarterly/ Annually

 Positive response to request for staff submissions

 2013 Staff Awards event took place in June 2013

 Plans being developed for 2014 event

New Policies & procedures Specific e-mail then HLH staff website As required

 New HLH staff website now implemented with improved navigation structure and user- focused information flow

 Further development due 2014

Appendix B - Communications Plan Update

Staff Instructions Specific e-mail then HLH

Annual Appraisal Scheme One to one with line manager Annual with 6-month update  Implemented and on-going

Ad-hoc non-critical news &

information HLH staff website/ staff email newsletter As required  New HLH staff website

implemented with clearer navigation structure and user- focused information flow in place.

 2 issues of staff e-mail / newsletter have been issued

Appendix B - Communications Plan Update Communication with HLH Directors

HLH main charitable company

Board

HLH Trading CIC Board

Finance and Audit Committee

Funding and Sponsorship

Committee including agenda

setting and pre meetings

Formal Board papers Quarterly  Implemented and on-going

Board Work Plan Calendar Work Plan Calendar On-going  Implemented and on-going

Updates including forthcoming

events, programme launches,

current relevant information

Between Board update mail

e-Quarterly between Board

Exception reporting

(Non-routine press coverage,

building failure resulting in

closure of more than a week,

other urgent items)

“As and when” email As required  Implemented and on-going

Inter-Director Communication Secure Directors’ Blog As required

 System implemented and available for use by Directors

 Low uptake so far

Appendix B - Communications Plan Update Communication with External Audiences

The Highland Council

Adult and Children’s Services Culture and Leisure Contracts Scrutiny Sub-Committee Specific Reports to February and August meetings – other two meetings scheduled in between.

Quarterly  Implemented and on-going

The Highland Council Performance Reporting to feed into

ECS quarterly performance review Quarterly  Implemented and on-going

The Highland Council Standing invitation to Director of ECS to attend HLH Heads of

Service Meeting

The Highland Council

Director of ECS and Client Manager meeting with Chief

The Highland Council Standing invitation to ECS SMT Weekly  Implemented and on-going

The Highland Council ECS Client Manager update Weekly  Implemented and on-going

The Highland Council Informal bi-monthly meetings with

 First meeting took place on 8thOctober 2013

 Second meeting due 4th December

Audience Communication Method(s) Frequency UPDATE

The Highland Council Ward Business Meetings Full tour of 21 wards, then as required

 HLH Chief Executive attended all Ward Business Meetings in 2013

 Future Ward Business Meetings as need arises

NHS Highland

Direct contact with NHS Highland Communications team

HLH HWB Manager, one-to-one contacts, events / conferences

National external partner

agencies & stakeholders

(SportScotland,

EventScotland, Scottish

Swimming etc.)

Meetings Events / conferences As required  Implemented and on-going

Local partner agencies &

stakeholders

Meetings, presentations Events / conferences As required  Implemented and on-going

Media at local and

national level

Media briefings Media releases One-to-one contacts As required

 Media coverage reported to HLH Directors on quarterly basis

Audience Communication Method(s) Frequency UPDATE

Customers & members of

the public

Email, media communications, leaflets, direct mail, web/social media, user/non-user surveys On-going

 Implemented and on-going

 Specific tactics identified in marketing plan