Asset rich, but perception poor. Staffordshire had an image problem. Research revealed that influencers saw us as a ‘pass-through county, a place where it'll do, modest, average'.
How do you square this with the reality? A county blessed with incredible natural landscapes, tourist attractions to die for, the home of world-famous brands including JCB and the world capital of ceramics...
Our problem stemmed from the lack of a place brand – a coherent story about Staffordshire, as a place, to pitch to investors, Government, or talent. A story that place leaders shared, bought into, and told with confidence.
Post-Brexit and at what we thought was the tail end of austerity, the county council was determined to make a change. We had to do things differently: to craft a bold, new and authentic story about our great county. To invest in the means to tell that story regionally, nationally and internationally, and to amplify it through a coalition of willing place ambassadors.
We started by bringing our universities, local enterprise partnerships, district partners and others around a table to win their buy-in and support for a new approach. We then commissioned specialist agency, thinkingplace, in late 2019 to speak to key players from across Staffordshire and beyond – from business, higher education, tourism, the public sector and our residents. This engagement would help us understand current perceptions and provide the bones for our new narrative and brand.
And then the pandemic struck. Our economy shut down. It was evident that place marketing – raising our profile – would be pivotal in our recovery strategy. The council took the bold decision to invest £530,000 over three years in the brand and the infrastructure needed to make it fly.
We Are Staffordshire launched in late 2020 and we soon recruited a place brand manager to bring that brand to life, to forge partnerships, build momentum and deliver an annual marketing plan.
While the county funded the work, we recognised it had to be place, and not council-led. An independent governance structure was needed, with the freedom to take risks and try new approaches. A new place board was formed, chaired by a business leader from Stoke-on-Trent and featuring representatives from Staffordshire and Keele Universities, businesses including JCB, and major tourism attractions including the National Memorial Arboretum
And so, the Staffordshire Ambassadors network was born, bringing together the best and brightest from across the county. Hosted quarterly at venues including St George's Park near Burton, Wedgwood, and Keele University, they offer an opportunity for businesses and organisation to share and network. By raising awareness and excitement about local innovation, we are converting our ambassadors into a salesforce for Staffordshire.
Our strategy revolves around collaboration, activating a vision and brand everyone in Staffordshire could stand behind and be part of. We now work to increase awareness, engage business and influence stakeholders to look at and consider Staffordshire as the destination of choice to live and work, invest, visit and study. This encompasses delivering events, including a round table on the visitor economy in the House of Commons with Nick de Bois, and Sir John Peace from the Midlands Engine, alongside a marketplace featuring 20 Staffordshire businesses.
In a first for the county, we crafted an investment prospectus with our eight districts and launched it at UKREiiF – a forum aiming to drive economic growth and inclusive investment – to illustrate the range of development opportunities across the county. The place brand manager secures regular speaking slots at conferences and round tables for politicians, our university vice chancellors, and business leaders.
We always ensure our work remains grounded and focused on building civic pride within our borders, working with tourist attractions and businesses on the annual Staffordshire Day celebration and initiatives including a Christmas shop- local campaign. This collaborative effort saw We Are Staffordshire shortlisted for the 2022 City Nation Place international place brand of the year, alongside Chile, Estonia, Fiji, and Houston. Incredible company to be in so early in our journey.
Most importantly we have momentum. More than 150 ambassadors on board, a pipeline of events in the county, and speaking slots at key conferences nationwide.
Video campaigns, promoting Staffordshire as a place to live, and a feasibility study on establishing a film office, are just three of the priorities in our strategy for 2023-24. Discussions are advancing on turning the three-year pilot into a core element of our business. And our investment, tourism, and economic growth teams are working closer than ever.
We Are Staffordshire is changing perceptions. A catalyst for change, our place branding approach is amplifying our voice, raising our profile and bringing partners and stakeholders together in a way that was once unimaginable. There is so much more we will achieve.
Cristian Marcucci is the assistant director for communications at Staffordshire CC
@StaffordshireCC
