Marketing and Communications Strategy 2020-23

The 2020-23 Marketing and Communication Strategy shows how we will create meaningful conversations with our users, our partners, local communities and staff, and how we will prioritize the resources we do have to get the best possible results for Scottish Canals.

What does the Marketing and Communications Strategy cover?

The 2020-23 Marketing and Communications Strategy follows the success of our 2017-2020 strategy which saw Scottish Canals grow its reputation in Scotland, the UK and overseas, and it sets out how we will use the latest technology and market research to grow our customer base over the next three years.

The strategy shows how we will create meaningful conversations with our users, our partners, local communities and staff, and how we will prioritize the resources we do have to get the best possible results for Scottish Canals.

This Strategy has also been aligned with Scottish Canals’ Corporate Plan 2020-23. A detailed annual Action Plan will set out activity, aims and outputs that deliver against each year’s Business Plan and will be used for monitoring performance.

Background

Scotland’s canals have undergone significant  restoration in recent years, and they are currently experiencing an extraordinary renaissance.

The objective of 2017-20 Marketing and  Communications strategy was to raise the profile of  Scotland’s canals and who they are here for as well as the breadth and depth of activity delivered by Scottish Canals as their custodians.