RUG - Rugby Town Centre Marketing Plan - AWARD

The town of Rugby is growing through exciting new housing, retail, leisure and employment developments. The borough’s population is currently over 100,000 people, projected to be at over 115,000 by 2031, increasing at a significant level compared to Warwickshire as a whole.

Rugby town centre needs to adapt to changing trends in retail and increasing competition from out-of town shopping centres, with better accessibility and larger units to attract national stores.

Aim: Produce a structured marketing plan for Rugby town centre, adopting a cohesive and effective approach to place branding.

Objectives

• Review the current brands being used to promote Rugby town centre, identifying their key characteristics, target groups, strengths and weaknesses.
• Establish a single marketing approach for the town centre, showing how existing brands can support this whilst, at the same time, avoiding duplication.
• Develop a marketing mix focusing on different socio-demographic groups in the borough, with two particularly distinct target markets being those in close proximity and residents living in affluent suburbs.
• Provide recommendations on how to better collect customer data and understand the characteristics of people using the town centre.
• Produce methods and tools for the client to deliver marketing activities