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New marketing scheme for town

By Cheadle Post and Times  |  Posted: July 26, 2014

By Abbey Buxton

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TOWN councillors have voted to adopt a new marketing strategy for Cheadle in the hope it will help boost tourism and trade.

Staffordshire Moorlands District Council has prepared the strategy which looks at strengths and weaknesses in marketing for the town and district; potential projects in Cheadle to help in the development of tourism; accommodation supply; use of social media; events development; key trends in the Staffordshire Moorlands; walking and cycling routes; Cheadle Masterplan and appropriate strategic objectives.

Speaking to the town council at its meeting on Monday, July 21, Jane Price, tourism development officer for Staffordshire Moorlands District Council and High Peak Borough Council, said: "A proposal to spend the remainder of Cheadle High Street Initiative Fund with match funding from Staffordshire Moorlands District Council was agreed in November 2013.

"It included the design, print and installation of a new street map of Cheadle to be erected in Tape Street car park, web and app marketing with Visit Peak District and Destination Staffordshire and a bespoke Totally Locally package with an additional two year support for sustainability.

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"When the project is complete we hope that the retail businesses/markets of Cheadle will have a commitment to the Totally Locally project and that teams of volunteers will use the campaign to promote the value of local shopping, celebrate their high street, create community events, and ultimately lift their local economy.

"Totally Locally is more than a shop local campaign, it's about working together to lift a whole town.

"Both the town centre street map and the marketing/advertising of Cheadle will help to promote Cheadle as a visitor destination and to capitalise on Pugin's Gem and "Discover the Secret" branding."

In the report there is an action plan which includes:

Encouraging the development of a hotel in Cheadle, ideally located in the town centre. A budget hotel is likely to be the most realistic proposition - led by Staffordshire Moorlands District Council regeneration team.

One Introduction to Twitter held in late 2013 for 11 mixed businesses with an intermediate workshop planned for February 2014 hoping to get more from Facebook and Twitter for individual businesses. Cheadle as sponsor on www.visitpeakdistrict.com Towns and Villages page, Cheadle town membership, Cheadle on Peak Explorer App - led by Cheadle Business and Tourism Group secretary Ivan Wozniak, Jane Price and UR Media Limited.

Encouraging and promoting more events - led by Cheadle Tourism/Events group.

Making every effort to support and improve the retail and catering offer of the town and ensure they are more oriented to visitors as key areas for visitors. Totally Locally - led by Marc Briand co-ordinator of Totally Locally.

Enhancing access to the area and connectivity within it including new and updated walking and cycling routes/trails. Delivery of the Churnet Valley Masterplan - led by Cheadle Tourism Group with support from Jane Price.

Jane added: "This report has shown that Cheadle has the potential and capacity to attract more visitors.

"Key to this will be the potentially transformational project of the Churnet Valley.

"This could provide significant impact on the tourism economy of the Cheadle, either in terms of direct impact and job creation or in terms of catalysing wider development.

"In addition, there are a number of support projects that would enhance and add depth to the offer of the area.

"These include enhancing its attractions and accommodation stock but also the provision of more events and the greening of the offer.

"Key to the further development of the District is the development of Cheadle as a 'tourism town', although this will need to be an going process undertaken over a number of years.

"The Churnet Valley has significant potential to be further developed as an attraction through the development of its heritage, nature based and active outdoor recreation products. "These represent its core proposition to the market place.

"The Valley will have appeal to two main market segments, described as 'Countrysiders' and Family Fun.

"These sit well with the existing marketing propositions of the Peak District and Staffordshire banners respectively."

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