This will enable local improvements to brighten up the appearance of the town and, together with a pro-active marketing & promotion campaign, will ensure that the town’s offer translates into an improved Ulverston ‘brand identity’. It will contribute to a more positive perception of the town, resulting in improved visitor numbers, increased footfall & sales, and a growth in demand for both commercial and residential properties.
We want more people to come to Ulverston to live, work, shop and enjoy themselves. And we want them to come back again and again! Through the BID this can be delivered in three parts:
1. Local improvements to the appearance of the town, specifically including funds to tidy or brighten up empty shops, create new flower displays, and support community-led initiatives to add colour to the town.
2. High quality marketing & promotion campaign aimed at potential users and visitors, employing a variety of media to encourage more people to come to town, from the local area and further afield.
3. Working with major employers to create promotional material to spread the word about the excellent quality of life in Ulverston alongside exciting employment opportunities.
These three projects and activities are summarised as:
Project one: Pride In Ulverston Initiative
A modest fund to enable the BID to provide seed corn funding to encourage relatively small but effective initiatives to brighten up the appearance of Ulverston, in the town centre, at the town’s entrances, and on the trading estates.
Lead the development of a new coordinated approach to the marketing of Ulverston, promoting what is offered both during the daytime and in the evening.
Through a 5 year marketing campaign Ulverston BID could focus on:
a. Establishing and promoting a new brand for Ulverston;
b. Improving Ulverston’s position as a principal visitor destination and service centre for the sub-region of South Cumbria and the Lake District;
c. Promoting Ulverston as a must see leisure and entertainment destination for both UK and international tourists visiting the Lake District.
Project Three: Promoting Ulverston for Employment & Business
Working with key local partners, the BID can help to generate interest from individuals and new businesses to re-locate to Ulverston, utilising a variety of media to “advertise” the town as a great place to live, work and play. This will principally focus on facilitating a new collaboration of the town’s major employers, to highlight Ulverston’s attractiveness as a place to live & to work.
Many businesses expressed concern that Ulverston was undersold and its strengths under stated. These three projects will raise the profile of Ulverston, brightening up the town, promoting business and employment in the town, and making a positive contribution to trade within the town through improved perceptions of, and greater pride in, Ulverston.
