Hi LDTA member,
Businesses in Lichfield City were recently awarded £50,000 High Street Innovation Funding by the government to deliver a range of projects. The funding is particularly aimed at city centres, and at boosting footfall in the high street.
As part of this, the Lichfield Town Team (set up to invest the funding) has decided to create a city map, which they plan to launch this autumn, and aims to help people navigate around the city, to shop, eat, drink and explore.
The map lists any businesses that people would go into on a day trip – so doesn’t feature hotels or accommodation or anything outside the city centre – as we promote these widely through other Visit Lichfield publications. Indeed the map will be promoted as a ‘Visit Lichfield sister publication’.
If you are a Lichfield City business, we’d love your views on the map, and also whether you’d consider stocking them in your business to help visitors to the city.
There’s a few Frequently Asked Questions about the map copied below, and the map goes to print later this week, so please contact Lizzie Thatcher firstname.lastname@example.org if you would like to look at the most recent version of the map or ask forany changes or amends.
Frequently Asked Questions
1. Why haven’t I been given the chance to advertise on the map? We advertised the opportunity to be part of the City Map on page 3 of the last issue of City Speak, which we sent to all city based businesses on our mailing list. We also included an A5 insert with a form on it, again asking people to let us know if they want to take part in the City Map. From this we received enough interest to fill the map. We have given the advertising out to these businesses on a first-come-first-served basis, which the Marketing Task Force felt was the fairest way. If you aren’t on the City Speak distribution list, please email email@example.com
2. Why don’t you make the map bigger? The Lichfield Town Team felt this type of map was the most handy size for shoppers, and to place on shop points of sales, where there is limited space available. Unfortunately the size of the map can’t be increased, and because we wanted to list every business on the back (see page 2), we had very limited space for advertising.
3. Why not include no advertising then? We either had the choice to include some advertising or none at all. We opted to include some advertising to help keep the costs down. We also think the advertising makes Lichfield look like a nicer place to visit, with lots of diversity and engaging shops/establishments. And, even if your shop isn’t advertised, there is a good spread of shops/businesses in the publication, so hopefully the map will encourage people to move around the city – especially with the added content on the shopping areas.
That said, if this map is considered successful/supported, we think there will be scope for other publications like this – a separate shopping map, a separate eating map, and a separate exploring map, so hopefully there’ll be lots of opportunities for businesses to get involved in the future.
4. I’m a city business (solicitor, hotel, lawyer, architect, recruitment firm etc) why is my business not listed? Because this is a shop, eat, drink, explore map, we have chosen to include those businesses that people would conceivably go into if they are a day tripper. That said, we could certainly do a professional services map in future. We feature hotels/B&Bs heavily in our tourism publications, which people are more likely to use to plan an overnight visit, so we feel they are well represented on these already.
5. I’m disappointed I’m not better featured We are sorry we couldn’t feature everyone on the map as an advert, but we have given every business (see above) a free listing on the back (page 2). It’s also important to view the map in line with the new website Inspiring Lichfield (under development) that will also feature every business for free (in more depth with a photo), including professional services etc.
6. How many are you printing? We are going to print 20,000 folded maps to begin with. We have committed to advertisers that we will print 40,000 print run of the first map, and the second 20,000 will be tear off pads for venues that can handle larger items (i.e. not pushed on point of sale space) such as hotels and the TIC. We won’t print these until a few months after we have started circulating the first map, so we can correct any errors that aren’t picked up at this stage.
7. Why aren’t you sending the map out to all businesses by post so they can sign it off before it goes to print? We have very limited funding, and printing and sending out items to over 500 businesses costs a lot of time and money. We are doing our best to get sign-off through our advertisers and partner networks, but know we won’t reach everyone, and we are sorry for that. We also don’t have the manpower to walk the streets and get sign off from city businesses – we are only a small team of 1! That said, this is only the first time we have done this, and we have chance to improve it as we go forwards – and we thank everyone for their understanding and help to circulate the map to shops for sign-off. As Tescos says – every little helps!
8. When are you going to print? We are going to print on Thursday 24 October, so we need all amends by Wednesday 23 October.
9. I’m a temporary business – why am I not featured? We get quite a few businesses starting up around Christmas in the city centre, and we’ve chosen not to feature these, as we don’t know how long the map will take to use up, so to speak. We don’t want it to go out of date within a few months, so we hope you’ll understand if your business isn’t permanent.
Any questions – email firstname.lastname@example.org