Transcript verb or title here

Objective One
Use of the environment
in branding and niche
marketing
23.02.06
Objective One
Objective One
What do we mean?
• The region's high quality environment has a significant
role in the “marketing”/“branding” of a wide range of
products (many with no actual link to the environment).
• At the same time “niche products” that draw on the
environment (e.g. "green tourism" or geographically
specific food products) utilise environmental quality as a
key aspect of their product, or draw on their
environmental credentials in marketing.
Objective One
Approaches to branding and niche
marketing (and GRDP case studies)
•
Sustainable tourism development (Chark Farm country holidays, Alhama
green path
•
Use of environmental imagery in marketing for business advantage (Wine
cultures, Tintagel Regeneration, Tiverton Town Centre environmental
enhancement scheme)
•
Marketing environmental credentials (Callington business park)
•
Promotion of environmentally sustainable products to consumers and
businesses (Exmoor Food Links)
•
Support for businesses that utilise environmental quality as a key aspect
of their product, for example, in supporting market research, business
development and marketing. (Exmoor Food Links)
Objective One
Kynance Cove:
Sustainable tourism development
Project: Improved visitor facilities
Economic benefits:
• costs savings, improved customer services, competitive edge and
branding for the tenant business
• maintains National Trust’s environmental profile for members
• work for local suppliers and contractors
• increased visitor spend in the local area
Objective One
Building on Distinction:
Sustainable tourism development
Project: Provision of advice to tourism businesses
on sustainable practices
Economic benefits:
• Cost savings and expanded markets for tourism
businesses
• Protection of main commercial asset for tourism
sector
Objective One
Cornwall Arts Marketing:
Use of environmental imagery in marketing for business advantage
Project: promotion of
Cornwall’s cultural tourism
product
Economic benefits:
• Development of niche
marketing image/USP
• increased demand for
creative industry products
• appreciation and protection
of major commercial asset
for creative sector
Objective One
Cornwall Pure Business:
Use of environmental imagery in marketing for business advantage
Project: Targeting and attracting inward
investment in key sectors
Economic benefits:
• development and protection of a strong
and recognisable brand
• improved buy-in from the environmental
technology sector (one of key sectors
identified)
• increased competitiveness and branding
opportunities for inward investors
Objective One
Calling ton:
Marketing environmental credentials
Project: Development of quality
workspace
Economic benefits:
• Costs savings, increased
competitiveness and marketing
opportunities for the tenants
• Expanded customer base for Caradon
District Council business units.
Objective One
Pengreep Farm Dairy:
Promotion of environmentally sustainable products to consumers and businesses
Project: Development of new cheese
production unit
Economic benefits:
• costs savings
• increased attractiveness to major customers
• niche market development
• protection from price fluctuations.
Objective One
Cornwall Rivers Project
Support for businesses that utilise environmental quality as a key aspect of their product
Project: Large-scale integrated river catchment management
Economic benefits:
• cost savings on water, waste, fuel and input bills
• improved quality of land
• creation of angling beat income