November 8, 2011
Drogheda, General Marketing, Retail
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Our MD, Denise Fay posted this blog about the Local Heroes - A Town Fights Back earlier on Working Words by Denise Fay but we thought it was very much a marketing post.
Rebranding a Town….Local Heroes Style
A company’s brand is more than a logo. It’s a story; it’s a process that enables you to stand out from your competition and influence choice.
As a marketer, I firmly believe that branding is incredibly important. It is visualised as a logo but is more than that. It signifies what is unique about your business; it shows the ethos or vision of your company.
Often times a company needs to rebrand. Sometimes it’s to re-engage with the market; other times it’s to shed a negative image. But the goal of rebranding is to develop a new position in the mind of competitors, customers and it’s publics.
Rebranding involves changing the marketing strategy, the logo, the adverts, the branding strategy and maybe even the name.
It is all about communicating a new message for a company.
Rebranding a town
The same logic of branding and rebranding can apply to a town. Drogheda was selected by RTE as town in crisis. RTE created a new programme called ‘Local Heroes, A Town Fights Back’ and chose Drogheda as the town to help.
As part of the RTE public service remit, they asked a number of production companies to come with concepts that could help turn a community suffering the brunt of the recession. Animo productions won the tender and Local Heroes project was born.
One of the key projects to Drogheda’s rejuvenating project was the creation of a brand. Internationally renowned branding consultant Noel Toolan and a team of local designers and creative consultants developed a brand strategy, which is typified in a stunning new logo.
The rebranding is aimed at placing Drogheda back on the Irish tourism map. Quite rightly as Drogheda is rich in heritage, history and culture.
As I said earlier, branding is all about a story. It brings together the story of a town (in this case!). The symbol consists of elements suggesting the three pillars of Boyneside, Heritage and History and Live Culture.
Here is the logo:
A few things to note:
- The overall shape of the symbol is a uppercase ‘D’. It also forms the shape of a boat showing the sail and mast.
- The 8 pointed star is a link to Drogheda’s heritiage. The town’s oldest symbol is the Star & Cresent
- The water splash represents our relationship with the river. It is also suggestive of the arts
- The spiral represents our links to Newgrange and the Boyne Valley.
If you’re town needs rejuvenating or rebranding, here are a few steps to take:
1. Get outside help
While your locals and residents know about the beauty of your town, sometimes you need someone to come in and state it to you. The sense of pride that you have is doubled, trebled when an expert comes in and agrees with you - and suggests some improvements.
2. Get the townsfolk behind you
You need to get as many of the residents - families, business owners, school going children, community representatives, politicians - together and get them talking. I went to the ‘Ideas Summit’ that we had and I saw people turned away because the room was full to capacity. That’s a great sign (and yes, the people turned away were talked to and their contact details were captured).
3. Set up a central location
You need a physical (and virtual) place that people can visit - to pick up information, to contribute help to and talk to the organisers. A place in the centre of your town shows commitment to the general public but also acts as a hub of activity.
4. Create a brand
As mentioned above, branding is more than a logo. It’s a story - it sets you apart. Engage a branding team who will work with locals for research and designers to create the visuals. In Drogheda, we are very lucky to have fantastic designers and creatives - but so many other towns do too. Get them all together, get them to brainstorm ideas, colours, designs. It might be a busy time with so much creativity but you’re guaranteed to get the best brand created.
5. Create supporting documentation
As a marketer and copywriter, I firmly believe in creating engaging documentation. Create documentation - tourism brochures, posters, flyers, retail maps, local magazines - all with the new logo. Use positive words that engage and keep the buzz of the brand and town.
6. Organise events
In every town, there is a key group of people involved. Then there are people who are less involved but every bit as committed (just without the time element involved). Then there are people who are somewhat aware of the new initiative and then there are people who are completely unaware of what’s going on. By having different events around town as part of the rebranding, you make more people aware of what is going on. The more people who can get engaged, the better.
7. Build upon the successes
In Drogheda, there have been many activities - the Halloween festival, the re-emergence of the Bonanza festival, the new brand, the tourism documentation. It’s time to build on all that success and celebrate the success of getting so much done in such a short time. Likewise, with your town, embrace the successes and celebrate them. Sometimes things get done and it’s great but to truly celebrate them, you need to stand back and pat yourself on the back.
8. Acknowledge mistakes
In everything that everyone does, mistakes happen. So the same thing will happen with rejuvenating a town. With so many people involved, you don’t want to hold onto negativity. The blame game is never good. So acknowledge it, assign no blame, learn from it and move on.
9. Communicate, communicate, communicate
At the heart of every good relationship is communication. It is key that you communicate with everyone involved - use social media, use email, use the local media - but just keep communicating. Tell people what’s going on, inform them of what has happened and keep sharing the events or activities that is a direct result of the rejuvenation.
As I walked across West Street (the main thorough-fare in Drogheda) yesterday, a wave of pride swept over me. Many of the once vacant shops now have tenants. A new coffee shop, a new sweet shop, a newsagent, a flower shop, a facial skincare shop, a polish shop have all opened in the last few weeks and it’s a delight to see.
It’s Drogheda’s time to shine…and it’s sparkling beautifully.
April 8, 2010
Awards, Drogheda
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During Louth Enterprise Week, the Drogheda Chamber held the ‘Women of Worth’ Awards celebrating the achievements of business women in the Drogheda & District Area.
You can imagine my surprise when I got a phone call from Marian Caddell, Office Administrator Extraordinaire at the Chamber to congratulate me for making it to the short-list. I didn’t even know that I was nominated!
There were four categories and I was short-listed in the Professional Category along with some very strong local women:
Marion Coll Bradley, Drogheda Grammar School
Sheila Cooney, Patrick Tallan & Co Solicitors
Sharon Gilmartin, Anu Therapy
Among the other finalists were Marcella Bannon, Droichead Arts Centre Director and Orlaigh Carmody Duffy of Aerga Productions in the Creative Arts category.
Karen Devine and Marian Caddell celebrating with short-listed WOW Denise Fay and Marcella Bannon
The other finalists, in their respective categories were:
Creative Arts
- Orlaith Carmody-Duffy, Aerga Productions
- Marcella Bannon, Droichead Arts centre
- Els Borghart, Nexus Arts project
Community
- Isabel Sanroma, St. Patrick’s Day Festival
- Anne Tracey, Gary Kelly Cancer Support Centre
- Phil Conyngham, Samba Festival
Entrepreneur
- Laura Armada Buch, Labfitness
- Gemma McGuinness, Jacquis Fashion Boutique
- Carmel Riggs, Essential Magazine
- Gwen Fearon & Orlaith Callaghan, Stockwell Artisan Foods
Night of the Awards
The awards were held in the four star d Hotel and the guest speaker for the night was a woman of worth in her own right, Ms Terry Prone. Terri expressed her support for the WOW initiative in her inspiring speech.
It is not very long ago that women could be sacked from their employment simply because they were women and I have known that experience myself, it is incredibly important to acknowledge and celebrate the successes of women in business and there are some excellent examples to celebrate here tonight.”
Before announcing the winners, Chamber President Patricia Rooney congratulated each and every nominee, saying that the Chamber received an overwhelming number of nominations and the judges had a hard job whittling it down to the finalists. “The calibre of the women who were nominated was really impressive and the judges reported it was a real challenge to decide on one winner for each category from such a wealth of talented and deserving candidates.”
Even though I didn’t win, I had a great night. It is always good to get nominated and who knows what could happen over the coming year. My sincerest congratulations goes to Sheila Cooney who won in the Professional category and all the other winners on the night.
Photo: Cowley Photography
March 30, 2010
Drogheda
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Earlier in March, the Drogheda Chamber organised a public meeting and invited business owners and managers aswell as local representatives from the Drogheda & District area.
Over 240 people attended the meeting in the newly opened Barbican Centre. The meeting was chaired by Patricia Rooney, President of the Drogheda Chamber and Padraic Kierans, Finance Committee Chairperson.
The minutes of the meeting are HERE.
Prior to the meeting, the Drogheda Chamber undertook a survey and the results were announced at the meeting.
Why the Meeting was Called
Padraic Kierans informed the packed auditorium that the Drogheda Chamber had been forced to call the meeting due to the seriousness of the situation businesses in the area are currently facing. He went onto say that he noted that increasingly businesses were under severe pressure and sadly as we all knew many had disappeared in recent weeks, highlighting the difficulties for large, medium and small business have incurred since the summer of 2009 – who took on large loans to facilitate growing their businesses, or negotiated expensive leasing arrangements which are now crippling them and they are struggling to cope with these and many other cost elements weighing down their businesses but cannot escape these burdens.
Positive Suggestions
This meeting was about acknowledging the situation and seeing how, as a group, positive actions could be taken. Suggestions were encouraged from the gathered business owners, almost a rising tide raises all ships.
For my end, I was delighted to see some really positive suggestions coming from the business owners of the town. I know that the Chamber is putting together an action plan and many of the suggestions are included.
If you don’t get time to read the minutes, here are the many positive suggestions:
- Busking Licence / encourage Buskers
- Survey the shoppers to see what they really want
- Write to banks and let them know the real story
- Get a central tourist office
- Clean up Battle of the Boyne site
- Free parking at certain times/ special rate / discounted rates
- Bus Park especially for Tourists
- Booklet of offers / coupons for shops and hotels
- Erect multi story car park on unused land
- Let artists use unoccupied space/windows to bring creativity into town
- Use pavement on West Street for Saturday Market - certain stalls
- Involve West Street more with Arts Festival
- Market Drogheda more to other regions – churches, historical religious monuments – Town of spires
- Enclose Food Market ala Georges Market in Belfast (6days)
- Walking tours / audio enhancements at hotels
- Reduce Letting Rates / Water Rates
- Remove Toll into Drogheda
- Motor Home park
- Package Drogheda as a place to relocate companies to – 4/5 key points to present to IDA
- Educate Drogheda people about benefits of shopping locally
- Drogheda business owners to support Drogheda Suppliers
If you are a business owner, why not suggest some actions yourself - you can either post them here or email enquiries@droghedachamber.com directly.
November 10, 2009
Drogheda, General musings
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Yesterday I had meetings in Drogheda and I met with some business owners. Well the beat on the street is certainly one of excitement.
As this is my first year as a short-listed company, I can certainly share in the excitement. And I have two clients in for awards aswell.
The Drogheda Excellence Awards will be held on Saturday night at the 4-star City North Hotel and over 300 guests will gather to celebrate the short-listed companies and winners of 10 award categories.
I spoke to five companies short-listed for various awards and the excitement of the awards coupled with the nervousness of interviews is palpable.
Today I’ll have to spend time preparing for my interview. These awards should be recognised in itself. A completely impartial judging panel of 6 judges adjudicate the written award application forms. Size does matter because the form is only four pages long with six questions asked. It doesn’t allow for long-winded answers. The form makes up 70% of the award with the interview or mystery shopper evaluation making up 30%.
Best eat that frog - and print my application form.
If anyone has any tips on how to overcome nerves in an interview talking about your company, please feel free to share them. Many, many thanks!
August 4, 2009
Drogheda, General musings
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I got talking with my friend Lindsay Browning who has been hired to fill this great position in Dundalk. Usually I don’t post job offerings like this – I tend to keep them in the ‘SMEs are still hiring‘ section of Good News Thursday.
However, it is such a good job that it might just suit some of you readers out there – so if you’re interested in finding out more or talking to Lindsay, just drop Lindsay a mail at browninglindsay (at) hotmail (dot).com
The best of luck!
Director of Ecommerce
Summary: As Director of Ecommerce you will strategically manage all online sales initiatives in order to drive profitable incremental sales while exceeding budgeted revenue and customer acquisition targets.
This position requires excellent strategic thinking in all marketing disciplines to ensure that we are investing in the areas most likely to return the highest ROI for our advertising dollar in the long term by creating and executing a fully integrated online marketing program.
This includes the ability to thoroughly understand web analytics, across multiple brands and microsites, and use those results to properly manage the total online experience including; conversion rates, check out success, Email campaigns, web promotions and rules based marketing.
You will be championing the development and deployment of a new and improved customer web experience. In this role, you will envision the strategy, define requirements, and drive process change and the rollout of the new web platform. You must create partnerships across the business, and particularly with Information Technology.
You must also continually search for new creative ways of increasing response and conversion rates for all online media and act as the National Pen online champion by always pushing to improve the overall web experience. This includes identifying external best practices for benchmarking and improving our results.
Supervisory Responsibilities:
Directly supervises the Ecommerce Department and carries out supervisory responsibilities in accordance with the organization’s policies and applicable laws. Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.
Education, Experience and Skills:
B.A. in marketing or related field plus a minimum of 4-5 years of hands-on Ecommerce management experience in a highly transaction, direct response environment generating annual sales of at least €6.5m
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Strong quantitative and analytical skills with exceptional web analytics and reporting capabilities, and the desire to delve into data.
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Thorough understanding of Rules Based Marketing and customer contact strategy techniques.
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Strong creative skills with a good eye for design and copy.
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Exceptional communication skills and able to effectively communicate results, successes and improvement strategies to senior management team
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Organized with a strong sense of urgency
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Proven knowledge of site structure, navigation, page construction, content, keyword list development techniques, spiders, and link-building strategies.
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Proven track record in growing web traffic with experience developing a personalized web experience to drive higher traffic and conversion.
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Experienced with Search Engine Optimization initiatives including the management of relationships with paid search vendors and improvement of natural search through site design
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Experienced in Email Marketing including email address acquisition, determining the optimum schedule of Email campaigns, and testing email designs and offers.
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Familiar with social marketing campaigns and able to gain positive exposure on external social media sites, such as Twitter, Facebook, MySpace, etc.
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Able to manage data feed programs supporting 3rd party affiliate search engines and shopping sites with daily product, inventory, and pricing updates.
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Hands on experience maintaining pricing, images, text, and content on web sites
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Good understanding of ecommerce infrastructural technologies, web site development, reporting, email campaigning and requirements analysis. Prior experience working directly with developers.
Experience with Scene 7 imaging strongly preferred.
Why not contact Lindsay on the above email address to find out more?
July 13, 2009
Drogheda, General musings
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As a regular visitor to the Drogheda library in my early teen years, I loved the library. I loved everything about the place - the staff (Munich & Anne) with whom my sister and I spent many an hour chatting with, the books, the stories, the different lives of characters, the old shelves, the smell of new and old books.
I was transported back to this part of my life when I visited the library recently. This summer the library is hosting a ‘Quest Seekers‘ reading challenge for children which began on Wednesday, 1st July.
Quest Seekers is an imaginative and fun way to encourage children to read and is designed for children of all ages and reading abilities.
The aim of the challenge is to get children to read six books from the local library during the summer holidays….(six is needed to complete the challenge but children can read way more than that!)
All children who successfully complete the challenge will get a certificate and there is a separate area in the library for the Quest Seekers.
I’d encourage anyone who has children to pop along to Stockwell Street and visit the library. It’s free and they have a mountain of books to choose from.
My love for reading and writing was nurtured at the library - it’s a great place for creativity to start.
Full details are available at the library - call 041 98 36649.
June 8, 2009
Drogheda, Networking
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OpenCoffee Club Drogheda is off the blocks….and both Mary Carty of Spoiltchild and I are delighted. This idea started last year as we went for an evening stroll to catch up. We’ve constantly talked about it but as this the year of Innovation & Change for Achieve Marketing - taking action was the most important step.
Mary was on the ball and found out what locations had free wi-fi and were open at 9.30am! Very and far between we realised in the Drogheda area and decided on the d hotel and on a date - Friday, 26th May. Thereafter we send out the word.
A great bunch of people from many different backgrounds turned up. Our group was hard to miss with dramatic, large foam Open Coffee cups emblazoned at each table, commissioned especially for the event by Made in Hollywood.
The coffee (and scones!) and location was good and spirited conversation and networking ensued. Among the attendees, other than myself, were Alan O’Rourke, Campbell Scott, Sian Maloney, Shane Cowley, David Behan, Raul Dore and Richie Bowden.
Thanks to the trusty iPhone belonging to Alan (O’Rourke), we managed to get great photos of the event. (and thankfully he managed to grab a coffee as well!).
Check out the gallery of photos on the OCC Drogheda website.
In all, 15 entrepreneurs supported the event and made connections with others from Drogheda, Ashbourne, Skerries and surrounding areas. Hopefully in true OpenCoffee spirit, these links will continue to grow and flourish and provide us all with opportunities.
On foot of the positive feedback from those that attended, we have organised another meet up for the 26th June, 9.30am at the d Hotel. Come along and meet enthusiastic business folk for advice, support, coffee and a chat.
We have created a twitter account @occdrogheda so make sure to follow us. Post a reply and let us know that you can make it next time.
On behalf of Mary and I, we’d like to thank all that attended - and I know from emails that I’ve received, there will be more new faces around on the table on Friday, 26th June.
April 28, 2009
Drogheda, Networking, Retail
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One thing for sure is that the Drogheda & District Chamber do not sit on their laurels. After organising a fantastic luncheon networking event, they are right on the button delivering events that their members need.
This time around, they are organising an information evening for all businesses that work in the retail sector.
Here are the details:
The Retail Committee of Drogheda and District Chamber in conjunction with An Garda Siochana are hosting an information evening on Security Measures and Fraud Prevention for Business on Tuesday 5th May. The event will take place at 7.00pm in the Boardroom at the Drogheda Chamber offices.
Speaking this week Chairman of the Retail Committee Jim Corcoran explained “This issue is particularly important for business. During times of economic downturn business are more susceptible to fraud and the risk of theft increases. This in turn threatens the viability of business and employment. This information evening should help business to take practical steps. We are delighted that An Garda Siochana are working closely with us on this event.”
The event is free to attend, but it is essential to register in advance by calling 041 9833544 or by e-mailing enquiries@droghedachamber.com. All are welcome.
So if you are in the Drogheda and it’s district area and you operate in the retail sector, this is an event not to be missed. You’ll get a chance to network with other businesses and learn a bit more about protecting your business.
April 7, 2009
Drogheda
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I got an email about this and thought it was a wonderful initiative. Please consider it - it’s a great initiative.
The second annual national Job Shadow initiative (JSI) will take place on Wednesday 22nd April 2009, following the tremendous success of last year’s one day event. On the 23rd April 2008 hundreds of individuals with disabilities throughout Ireland were afforded the unique opportunity to shadow a workplace mentor (employee) as they went through a normal working day within hundreds of Employment sites/Companies across the Country. Over 20 Employers in Co. Louth took part in the initiative.
Co Louth Supported Employment Partnership Ltd, who are fellow members of Drogheda and District Chamber, are finalising plans for Job Shadow day on the 22nd of April 2009. More employers are required to participate in the initiative in order to meet the target for 2009.
If you would like to participate in this innovative and fabulous project, you can find out more by calling Helen Grant of the Co. Louth Supported Employment Partnership on 087 6386885 or by emailing supportedemploymentdlk@eircom.net.The Co. Louth Supported Employment Partnership Ltd is supported by Fas and funded under the National Development Plan 2007-2013.
March 27, 2009
Drogheda, General Marketing, Good News Thursday
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Okay - so it’s Friday. But the good news is that it was mental this week so only calming myself down on this gorgeous Spring Friday. Thankfully, there are companies out there that don’t believe spending on marketing is a false economy.
Let’s get straight to some good news.
1. Recruitment is still alive & well with SMEs…..
Mor Solutions, an award winning web development agency based in Drogheda are looking for talented PHP Web Developers. Check out the recruitment page of Mor Solutions for more information.
Virgoe McInery, an award winning landscaping company (Bloom 2007 & 2008) is looking to hire experienced and qualified landscapers. Contact 01 840 7674 to learn more.
2. Baggot Street Businesses to create a ‘Cheers’ environment on street
Marketing Network, a marketing services company located on Baggot Street is hosting a Network evening in Larry Murphys Bar, at 5.45pm on 23rd April. As Roisin at Marketing Network explained “there are so many businesses on Baggot Street, so why not meet up, get to know our neighbours and maybe create business or networking opportunities with our neighbours.” Contact 01 690 9000 for more information.
3. Drogheda Chamber/Drogheda Independent launch shop local initiative
The Drogheda Chamber and Drogheda Independent launched their ‘Think Drogheda, Shop Local’ campaign. The campaign is not to tell readers of the DI or members of the Chamber where or how to spend their money - but simply asking them to Think Drogheda before they spend and consider the benefits of shopping local.
4. Strategic Alliances that are working for the benefit of SMEs…
Today more than ever, managers need to know how to lead their staff and make everyone feel part of a team. Surpass Consulting and Xtreme Ireland have teamed up to help companies build up leadership, behavioural skills and team playing abilities…outside of the boardroom.
***Ends until next week***
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