DEMA Business Plan
Summary
DEMA will lead and co-ordinate the efforts of all stakeholders
to attract visitors, investors and talent to Edinburgh.
Operationally this means:
Informing stakeholdersstakeholders about market trends, target
audiences and their needs, and Edinburgh’s competitive position in
the market. DEMA will do this by:
- Pulling together existing research conducted or paid for by
stakeholders (e.g. the Anholt City Brand Index).
- Commissioning new research to fill gaps in the city’s
knowledge.
- Gathering customer intelligence through the Inspiring Capital
consumer website and CRM system.
- Analysing this research and intelligence and communicating the
findings to stakeholders to help them improve their work and
catalyse new collaborative and cross-selling activity.
Managing Edinburgh’s brand and brand collateral and the
development of a shared destination promotion strategy. DEMA will
also manage:
- The www.edinburgh-inspiringcapital.com
website which is developing the city’s brand and promoting it to
the target audiences in a consistent way.
- The capture of customer intelligence from the website and
feeding it into a new CRM database.
- The www.edinburghbrand.com website
for stakeholders.
- Ongoing PR activity to promote the city including the
development of case studies and stories.
Influencing stakeholders’ promotional and product development
activity so they are consistent with the brand and exploit
opportunities for cross-selling between the visit, invest and
talent audiences. DEMA will:
- Sign stakeholders up as Brand Adopters – securing their
commitment to supporting the brand and the shared destination
promotions strategy, and to exploit the opportunities for
cross-selling.
- Work with key stakeholders to help them develop a DEMA
Engagement Plan – outlining how they will contribute to delivering
DEMA’s aims.
Facilitating collaboration between stakeholders to enable them
to pool their resources and get a better return on their
promotional investment and a bigger impact for the city. Indicative
examples of the collaborations it might facilitate are:
- DEMA + Edinburgh Airport + Festivals + hotels +
attractions = more international visitors.
- DEMA + SDI + key sectors + universities = more investment and
talent.
- DEMA + Essential Edinburgh + attractions + Open for Business +
Visit Scotland = more off peak leisure visitors.
- DEMA + Science Triangle + ECB + Festivals = more investors and
talent.
DEMA’s role in these collaborations will vary. Sometimes
it will lead and other times it will facilitate.
