City of NorwichBenchmarking & Aspirations

Alice, Anna, Badar, Dileep, Iris

Outline

• Purpose

• Questions asked

• Research

• Findings

• Recommendations

Purpose

• To get insights from the public on Norwich city brand image.

• To study points of parity that Norwich brand has with other cities.

• To see what Norwich is capable of providing apart from what it has currently.

• To come up with recommendations on how to improve Norwich as a brand & as a city.

Questions asked

• 5 Open-ended questions• 5 Team members• Each team member asked 2 questions• (1+2), (2+3), (3+4), (4+5), (5+1)• 20 Answers for each question = More insights

Questions asked

1.We wanted to know what the people of Norwich want the city to be known for apart from what it is known for currently. This also can test whether people are aware of the city’s offerings and characteristics.

What do you want Norwich to be famous for, other than what it is known for already? Why?

Questions asked

2. Exploring the best substitute for Norwich if people wanted to move away from it, and the reason behind that. Benchmark Norwich to other cities and see if Norwich already has that to offer or not.

Where would you want to live if not in Norwich? Why?

Questions asked

3. Covering another aspect in benchmarking the city by asking people which city does Norwich remind them of, and the reason behind that.

Which city does Norwich remind you of? Why?

Questions asked

4. Asking people about what would they do if the became the Mayor of Norwich for one day allows to see what is the important change that people want.

If you are the Mayor of Norwich for one day, what would you do? Why?

Questions asked

5. Exploring the business opportunities that people are interested in opening to get an indication on what are the businesses they need in Norwich.

If you had the chance to open a business in Norwich, what would it be? Do you think it will work?

Research

50 people were interviewed.Age between 18 – 66+Norwich residents and visitorsReward for participating: Dates (the edible ones)!

Research

Tangible Intangible

Emotional

Functional

• Culture• Fashion shopping

• Business• Food• Nature & Environment• Sports• Tourism

• Diversity• Friendliness

• Innovation

I want Norwich to be famous for..

City Benchmarking (Best substitute)

BathEdinburgh

Any city where the relatives are

LondonParis

• Happy in Norwich• Similar to Norwich

• Job opportunities (functional)• In love with the city (emotional)

Insights

Norwich:• Can capitalize on being a place of emotions• Needs more jobs

City Benchmarking (Reminds me of)

BathEdinburghOxfordBirminghamLeedsReading

• Medium size• Well-known

university• History• Tourism• Good for raising

family

POP (competition)

POD

A one-day mayor

The Suggestions From the “Mayors”

Which business will you open in Norwich?

Finding from the Research

Recommendations

“Norwich - the city of culture”

Brand proposition

Brand Values

CultureTourism

EducationFriendliness

ArtLiteratureMusicCinemaEtc.

CalmnessGreeneryCoastalHeritage

Friendly PeopleEnvironment-friendlyPeaceful

Two universitiesLow Crime RateLess Distractions

Communication Strategy

CultureTourism

EducationFriendliness

Event organisers

Business investors

Norwich Residents

Rest of UK

Tour operators

Prospective students

Activities to improve “cultural” image

• Raising awareness of cultural events already happening in Norwich >> relating the communication to the city

• Norwich Festival of Culture

• Using spaces and buildings for art events

Centers of Light

• Involving the two universities in cultural activities (venues + participation)

• Promote their alumni as culture ambassadors.

First step in Norwich

Capitalizing on the Train Station as a main communication channel.

• Permanent elements: Universities, The Forum, Cathedrals, Shopping, Parks, etc.

• Temporary elements: Festivals, Concerts, Exhibitions, Offers, Campaigns, etc.

Norwich Ambassadors

NorwichCity of Culture

Other support activities

To solve the transport issue.

To enhance the environment-friendly value.

Thank you!