Target Audience

• Focus on introducers / brokers
    – Strengthen relationships with existing customers
    – Build new relationships

• Local developers
    – For direct business
    – To give Bath & West additional credibility with brokers/introducers by demonstrating their knowledge and expertise

Strategy

• Play to your strengths (West Country focus / key staff experience)

• Create a coherent and distinct personality for Bath & West

• Focus on creating one-to-one selling opportunities and building a coherent/consistent brand for the long term

• Produce relevant content that can be used across all media channels to create a consistent narrative and which maximises the marketing value

Challenges

• Highly competitive sector

• Difficult to ‘stand out’ in the marketplace

• Difficult to compete with the big players

• Even more difficult to compete with the big players’ marketing budgets

• Risk of spending marketing budget to no effect if not correctly targeted