Lichfield
Front

Front wins major Lichfield BID project

Front – the Sheffield based creative agency – has been appointed by the Lichfield Business Improvement District (BID), working in conjunction with the Lichfield City Centre Development Partnership to undertake a full marketing and branding review of Lichfield City Centre and District.

The Lichfield BID is operated by Lichfield BID Limited, a wholly independent, non-profit distributing company limited by guarantee. It was voted in by Lichfield city businesses in the summer of 2015 and formally started on work on 1st October 2015. Its aim is to deliver £1 million investment in a range of city centre projects between 2015 and 2020.

The projects are all featured in the Lichfield BID Business Plan and are based on the ideas that businesses from across the city put forward. It has a board of directors that is made up of 14 elected members from all business sectors.

The Lichfield City Centre Development Partnership is a group of key stakeholder from across the city and area of Lichfield who are working together to deliver a strategy that aims to elevate Lichfield City and its role in the wider Lichfield District by enhancing existing attractions, delivering better and more targeted promotions, providing improved visitor facilities and ensuring visitors want to stay longer and spend more.

Front will firstly co-ordinate a series of independent consumer research workshops that will look at the perceptions of Lichfield amongst visitors and non visitors alike. These findings will then form the basis of a review into the existing suite of marketing and visitor branding materials that are currently in use. This will then be followed by the creation of a comprehensive marketing strategy that will cover all communication platforms - both on and offline.

Andy Dunn – Account Manager at Front – said: “Lichfield has a lot to offer as a destination so our job is to now help shout from the roof tops the reasons why people should come. The focus therefore has to be on bringing together a cohesive and joined up message that will boost the profile of city centre, improve the trading environment and ultimately increase footfall.“

David Tomalin at the Lichfield BID – added: “As an organisation we are passionate about Lichfield so working with Front on this exciting project is the next step in helping to raise the city’s profile and working to secure its long-term future.“

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