1. Stirling Military Show 2016
Communications Strategy

2. INTRODUCTION & OBJECTIVES
Stirling will once again host Scotland’s premier armed forces tribute at the Military Road Show in June Various military attractions will visit the city, including a military parade, which will culminate in lots of wonderful military demonstrations in King’s Park. Like 2014, when Stirling hosted the national Armed Forces Day, the city will see an increased number of visitors to the city. In order to fully capitalise on this, we will promote the event through various channels in the run up to June to maximise turnout. By effectively promoting the event, we aim to further develop Stirling’s reputation as the foremost tourist hotspot in Stirling. We will also collaborate with other tourist attractions in the city to further maximise interest in the event.

3. KEY MESSAGES
Promote the event effectively so it is a highlight of the Stirling’s social calendar
Further increase Stirling’s reputation as a national tourist destination
Collaborate with key local businesses throughout the event to stimulate Stirling’s economy

4. TARGET AUDIENCE INTEREST INFLUENCE* HIGH LOW MEDIUM Media Tourists
Public
Local businesses
*means how important audience will be to success of event

5. TARGET AUDIENCE EXPLANATION
Tourists
Bring extra business to Stirling in the accommodation, food & drink, retail sectors etc. Already invested in the event as it’s in their interest area.
Local business
Marketing opportunity for local businesses who participate in event (e.g. food stalls). Also in the interest of businesses to advertise the event as they will benefit from increased footfall to Stirling.
Local Media
Media as a target audience as how we promote the event to them e.g. how much buzz we create, will in turn affect how they promote event to their own audiences.
General public
Will not have invested interest in event so promotion to this audience via popular media like Facebook & Twitter will be key.

6. ECONOMIC AREAS OF INTEREST
Food & drink
Firstly, catering stalls that are set up at event will gain exposure to new customers. Secondly, restaurants and cafes in the area will benefit from the increased footfall the event will bring.
Tourism
Opportunity to collaborate with other tourist attractions in the Stirling area e.g. Stirling Castle, Wallace Monument to further establish Stirling as the top tourist city in Scotland.

7. METHODS
Website – content will be regularly uploaded on both Stirling Military Show website and Stirling Council website
YouTube – videos uploaded to Council YouTube channel e.g. videos of last year’s show
Facebook & Twitter – regular posts to Stirling social media channels
Leaflets – distributed to local businesses and shops for display
Press releases – sent out to local news outlets
Advertisements – to be displayed in national publications
Billboards – put up in city centre
Advertisement at Armed Forces recruitment sites

8. TIMELINE
April
Promote
May
Engage
June
Deliver

9. TIMELINE APRIL MAY JUNE
Distribution of flyers to local shops/businesses
Flyers to be distributed to tourist attractions also
Billboard to be put up in city centre
MAY
Launch of social media campaign; posts to social media accounts made fortnightly
Press releases made to local media
JUNE

10. MEASUREMENT

11. APPENDIX

12. CONTACTS
EVENT CO-ORDINATOR: JOHN SMITH COMMUNICATIONS OFFICER: SIAN LOWER LOCAL BUSINESS LIASION: CONNER MILLER