The best you can hope to achieve is to fulfil the potential of what is there. Lanark and its people may well have this potential but first you must establish a compelling vision for the future and the strategies to achieve this vision.
− Nurture collective effort− Increase footfall and visitors to the town− Create a positive image for Lanark− Forge partnerships and “connectedness”− Make practical improvements to town centre
Key Objectives
“Do many small things well”
Communicate and share the vision, build understanding and buy-in. Align and inspire teams and stakeholders to act in order to fulfil the vision.
LEADERSHIP
− A Development Trust working group− Result focussed to deliver the key objectives− Part of a branded campaign such as “Lanark
Vision”− Suggested themes:• Heritage and tourism• Attractive town• Events• Marketing and communications• Business development in town centre
Team Lanark – a leadership coalition
− Lanark Vision team working with stakeholders
and investors to deliver projects− Umbrella association to inform, engage and
inspire stakeholders and wider community− Possibly supported with executive/project
manager− Potential to develop into BID
Team Lanark (cont)
Leisure & Recreation • built on Lanark’s unique and dramatic location
Lanark Live!• Because the Lanark brand has a strong
association with events
Heritage Experience• Based on Lanark’s rich history and New Lanark
Built on Lanark’s unique and dramatic location
― Nature and outdoor experience― Start of Clyde Walkway
― Enhances Lanark’s overall image
Leisure & Recreation
Because the Lanark brand has a strong
association with events
− New Lanark Arts Association− Support for arts and events from BBCS− Events calendar− Digital sign in High Street to promote events− Visual and street art project− Future Lanark Arts Centre use for Tolbooth
Lanark LIVE!
Based on Lanark’s rich history and New
Lanark
− Signage, interpretation boards, etc. to support tourist feel
− Town heritage and history trails− New Lanark link up− Visitor Centre for telling the Lanark story
Heritage Experience
A town is just a town but a town that thinks of itself as a brand and can articulate its essence and story, is a whole lot more.
− That captures the essence of the town− Branding project such as “Lanark – Historic
Heritage Town”− Branding can also support:• Lanark LIVE!• Lanark VISION, etc.
− Lanark Life website used to support strategy− Visitor information guides, etc.
Branding & Marketing
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