Marketing Strategy Action Plan: Building 17 project 1. The Derwent Valley Mills World Heritage Site (DVMWHS) Gateway (ground floor) The World Heritage Site (WHS) Gateway is intended to provide a focal point within the northern part of the DVMWHS to attract a broad spectrum of visitors, engage interest in a variety of ways, provide opportunities to learn about the heritage and signpost to key locations within Cromford and the wider World Heritage Site. The gateway will include a new auditorium, exhibition area, shop and historical interpretation including an audio visual presentation in the adjacent Building 18 (Arkwright s first mill). This idea endorses the DVMWHS Economic Development Plan principle of visitor attract and disperse arrangements that depend on the development of two key hubs or gateways : in the north at Cromford, in the south at Derby, with Belper as a possible third in the middle of the World Heritage Site. The Cromford hub is seen as having the greatest potential in its ability to attract investment and visitors, due to its proximity to the already- popular Peak District National Park and other visitor attractions. Cromford Mills is already a well- established mixed- use complex comprising tenant businesses, retail outlets, two café restaurants, conferencing and meeting room facilities. In addition to being a base for a number of tenant businesses, because of its historical significance and designation as a World Heritage Site the mills complex already receives over 100,000 visitors per annum, which is predicted to increase to 150,000 when the visitor Gateway opens its doors. Growth will also be achieved thanks to an enhanced range of heritage- related activities including educational resources and study days, an exciting new menu of guided tours, and an extensive public events programme. A marketing campaign will be launched in June 2015 with a view to a soft opening of the Gateway in October, building up to formal opening celebrations in the Spring of 2016 and the start of the new tourist season. The Marketing Strategy has been developed in line with the Derwent Valley Mills World Heritage Site Tourism Strategy 2011-2016 and Draft Visitor Development Plan for the Arkwright/Cromford Cluster (copies enclosed). Target Market Families within a 60-90 minute drive time of Cromford Mills focussing on Derby, Nottingham, Mansfield, Chesterfield, Sheffield, Stafford, Leicester.
Product The Gateway and the audio visual presentation are expected to occupy visitors for no more than 45 minutes. On exiting the Gateway visitors will be encouraged to take one of a range of tours. Guided tours, audio tours and self- guided walking tours will be available on and around the site. Guided tours vary in length but usually take around 1 hr. Likewise the events programmes is very varied and often (particularly during school holidays) there are daily events on site. Food and drink is available on site and visitors will be encouraged to eat in one of the two restaurants or purchase items from the take away outlets. There are also a number of retail outlets and an art gallery to explore. Visitors can expect to be fully entertained for at least ½ day directly on the site. The Gateway facility will encourage visitors to explore the wider area and other key sites within the World Heritage Site. Visitors can easily enjoy a full day by extending their visit to the canal (with commercial canal boat service), the Pump House and railway buildings / shop at High Peak Junction (within easy walking distance along the canal), Cromford Village, Masson Mills Museum and Shopping (within walking distance via Church Walk) and Willersley Castle. Work is currently underway to ensure that all of these locations are open as often as possible and offer a quality experience for visitors. Visitors may of course travel further afield by car or public transport to other parts of the WHS or indeed to other local attractions (Crich Tramway Village, The Heights of Abraham, The Mining Museum) all of which have the same underlying theme of industrial heritage and all of which will be promoted through the Gateway. Price Visitors coming by car will be subject to car parking fees. The entrance fee for the audio visual at Cromford Mills will be 2.50 per person or 8 for a family of 4. No concession rates will be offered. Additional charges will be made for tours. Group bookings for schools, colleges and coach companies will be available. Marketing and PR Summary Familiarisation visits Throughout October and November a series of targeted Fam Visits will be arranged for local accommodation providers, other attractions, local businesses, coach and holiday companies etc. Ambassador Scheme Working with the WHS team an ambassador scheme will be developed in Cromford to encourage local residents and businesses to promote the Mill.
Partnerships Discussions are currently underway with other local attractions to explore joint marketing and promotions 2 for 1 etc. This will be particularly relevant to other ½ day attractions including Crich Tramway, Mining Museum and Heights of Abraham. We are also working with the local public transport companies to explore travel promotions. Advertising A hard copy and digital advertisement will be created and used extensively within the targeted geographical area from November 2015. We will particularly target bedroom browsers. Promotional Material A suite of marketing material will be designed and distributed extensively within the targeted geographical area from November 2015. Attendance at Tourism and Travel Shows / Exhibitions A modular promotional travelling stand will be designed for use at events. Website A dedicated webpage will be created on the Cromford Mills website with a significant presence on the home page. Links will also be made to other associated websites, including the DVMWHS. Social Media campaign A continuous series of social media campaigns will make use of Facebook, Twitter, Instagram and other key sites to be identified. Local Destination Management Partnership Working with Visit Peak District and Derbyshire (VPDD) we will purchase a marketing package including a presence on the VPDD website, in the Destination Guide, Welcome Brochure and Peak Explorer App. PR A dedicated PR campaign will be launched late 2015 and will include press releases, editorial, media events, and awards nominations.
Opening Event A formal opening celebration will take place in 2016. A request for a Royal visitor has been lodged with Clarence House. 2. The Cromford Creative managed workspace (floors 1 to 4) Product The Creative Cluster will open in October 2015, with a total lettable space in the Creative Cluster of 744.8sqm (8,014sqft). Removable floor- to- ceiling partitions on floors one to three will enable secure workspace units to be created to suit changing tenant requirements, providing units of approximately 16 to 37 square metres (175 to 400 square feet). The fourth floor will provide space for approximately 30 workstations for people who prefer to work within an open- plan format. A manager and shared reception/administration service will provide on- site support for businesses in the workspace, including signposting to relevant business advice services and links with the University of Derby, enabling tenants to tap into the knowledge and expertise of the university as a catalyst for innovation. Added value will include networking with similar businesses and use of existing facilities at Cromford Mills; e.g. meeting, conference and catering facilities. The Marketing Strategy has been developed in line with strategic reports indicating a need for this type of facility; in particular the Derbyshire County Council Creative Industries Sites & Workspace Study 2006 (copy enclosed) which points to a significant need for flexible workspace accommodation, the lack of suitable premises within Derbyshire, and identifies Cromford Mills Building 17 as a priority site due to its location, size of premises and accessibility. Target Market The primary target market is small and medium sized businesses involved with dry creative industries. It is also intended to encourage tenants from other non- creative sectors, in response to research findings that knowledge exchange between creative and non- creative businesses results in increased levels of innovation and business success. To satisfy funding requirements, tenants will need to provide details of jobs created and new businesses accommodated by the Cromford Creative workspace, including existing businesses with offices outside the East Midlands attracted to establish an additional office within this region. The new jobs targets are 2 in 2015 and 4 in 2016. The new businesses targets are 1 in 2015 and 2 in 2016.
Price Rental charges will be set and varied based on current market rates and terms as advised by the appointed sales agent. Offices will be let on easy in/easy out terms to minimise barriers to attracting and encouraging new and expanding creative businesses and, for home- based or micro- businesses, to ease transition into an office tenancy. Marketing and PR Summary Open Days, Seminars and Networking Events Co- ordinated by the sales agent a number of awareness- raising events will take place with hospitality provided. Ambassador Scheme Working with the WHS team an ambassador scheme will be developed in Cromford to encourage local residents and businesses to promote the units at the Mill. Advertising A hard copy and digital advertisement will be created and used extensively within targeted areas and publications. Attendance at Exhibition / Property Fairs A travelling stand will be designed for use at promotional events. Promotional Material A suite of marketing material will be designed and distributed extensively. Website A dedicated webpage will be created on the Cromford Mills website, to include details of workspace tenants, with a significant presence on the home page. Links will also be made to other associated websites, including the DVMWHS. Social Media campaign A continuous series of social media campaigns will make use of Facebook, Twitter, Instagram and other key sites to be identified, including creative industries and business networks.
PR A dedicated PR campaign will be launched late 2015 and will include press releases, editorial, media events, and awards nominations. Opening Event A formal opening celebration will take place in 2016. A request for a Royal visitor has been lodged with Clarence House. 3. Press and Media Procedure All advertising, publicity and printed materials related to externally funded projects must be produced in accordance with the publicity requirements of project funders, in particular the Heritage Lottery Fund (HLF) and European Regional Development Fund (ERDF). Reference must be made to the version of the publicity guidance notes of each funder applicable at the time of designing each item of advertising, publicity or printed materials. Publicity about projects supported by ERDF shall at all times comply with: a) Articles 8 and 9 of European Regulation 1828; b) the publicity requirements and the branding guidance notes for ERDF which are contained in the ERDF Publicity Requirements published from time to time by the Secretary of State. In particular as regards ERDF, all marketing and communications materials produced as part of, or to promote ERDF projects must acknowledge the EU s support and include the following: bear the standard EU emblem reference to the European Union, reference to the European Regional Development Fund the statement Investing in Your Future Materials to display the HLF and ERDF logos and acknowledgement include, but are not limited to, press releases, billboards (where the ERDF acknowledgement shall fill a minimum 25% of overall acknowledgement space), advertisements, emails, business cards, websites, education packs, leaflets, letterheads and all external project documentation. 4. Appendices Appendix A: Derwent Valley Mills World Heritage Site Tourism Strategy 2011-2016 Appendix B: Draft Visitor Development Plan for the Arkwright/Cromford Cluster Appendix C: Derbyshire Creative Industries Workspace Development Zone: Draft Strategy: July 2008