Rebranding Case Studies

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(1) Wrest Park : www.english heritage.org.uk

Need to rebrand:

  • Home to National Institute of Agricultural Engineering- machinery, research development and testing.

20 Year Plan:

  • Revitalisation: - 2006 opened, funded by Heritage Lottery Fund, 'Secret garden Reopened'
  • New Audience: Audience developemnt manager
  • Education: Discovery visits ( KS 123), free downloads ( self-led visits).
  • Volunteers: Garden guides.
  • Events: St Georges day 25-26th April, Weddings.
  • Outreach Projects: 2009 (150 school children and local artists made a giant historic map)

 

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Silsoe Census Data 2011

  • Unemployement 1.5% (35 people).......................... UK 3.5%
  • 11% deprived................ UK 13%
  • 5+ A*-C 69%.................. UK 57%

CRPE: www.cprebeds.plus.com

  • promote rights of the environment
  • pressure group
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(1) Primary Research: Silsoe

Method 1: Transect through village

  • Stakeholders: Miller homes, Bloor homes, Central Beds.
  • Traditional hpusing 16th century
  • Narrow roads: evidence of rebranding speed restrictions, praking bollards.

Housing Development:

  • EQS: 18/25
  • Sustainability rating: 8/10
  • Homes selling fast- 2 left
  • Help to buy and home exchange schemes
  • Used to be National College of engineereing
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(2) Wrest Park: www.englishheritage.org.uk

Sucess:

  • Visitors in 2011: 90,000
  • The Beeches (£250,00-350,000) www. zoopla.com
  • Social intergration

Limitations:

  • Opening times are seasonal
  • Limited employment
  • Traffic
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(2) Primary Research: Silsoe

Wrest park:

  • Stakeholders: Wrest Park Enterprise, English Heritage
  • EQS:25/25
  • Tourism Evaluation survey: 26/30 ( popular, meets the needs, positive impacts)

Interview:

  • New housing estate- new school, population strain
  • A6 diverts traffics
  • Horicultural centre
  • Wrest park attracts diveristy of visiotrs ( play area for young and restoration of rose gardens and french sculture gallery reopened for old)
  • Pre- school to promote village culture. 
  • Increased economy
  • More locally sourced food- farmers market
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