The AvenCentral Partnership was tasked with devising a way of informing and engaging the AvenCentral community and other stakeholders in the social and economic improvement of the area.

The AvenCentral Partnership is a locally-based regeneration body within the City of Preston charged with implementing a £57 million regeneration programme for the area, which has been identified as suffering from higher than average levels of poverty, ill health and crime.

The case study summarises how, as part of the regeneration process, the Partnership was tasked with devising a way of informing and engaging the AvenCentral community and other stakeholders in the social and economic improvement of the area.

Using a budget of £117,000 over six years, a marketing and communications project was implemented. A steering group of marketing practitioners was established and an integrated marketing and communications campaign was created to ensure the regeneration activity was broadcast to as wide an audience as possible within the area.

Two key elements within the strategy were a website and newsletter which were complemented by a programme of local events and information points. As well as promoting the main thrust of the regeneration activity, the strategy also made provisions for supporting smaller funded projects with press relations, photography and advertising.

Since the start of marketing activity in 2002, nine editions of the newsletter have been delivered to 14,000 homes and businesses within the area, whilst the website is updated on a daily basis and linked to other partner sites.

To help smaller sub-projects, a publicity guidelines booklet has been produced. It is hoped that the website and newsletter will become self-financing and managed by a local community of voluntary group.

The main learning point is the need to learn from criticisms in evaluation of an earlier programme, from practice elsewhere and focusing in engaging a fragmented business and residential community.

The AvenCentral community in Preston in terms of being informed about the regeneration of their area.

Budget of £117,000 from the UK’s Single Regeneration Budget fund allied to a steering group made up of marketing practitioners.

Preston City Council
info@preston.gov.uk

//2002

case

Urban Policy > Social inclusion & integration

Community development, Quality of life