Marketing and Communications Strategy 2017-2020

The 2017-20 Marketing and Communications Strategy shows how we will promote Scottish Canals’ achievements and ambitions to customers, partners, local communities, investors and visitors through innovative and effective brands, web, social, stakeholder engagement, media relations and events.

What does the Marketing and Communications Strategy cover?

The 2017-20 Marketing and Communications Strategy builds on the significant profile which Scottish Canals and the infrastructure themselves have benefited from over the past three years and the positive reputation Scottish Canals is garnering across the public, private and third sectors, both in Scotland and overseas. This involves refocusing our marketing and communication efforts on a smaller number of higher-profile initiatives that can deliver tangible results.

This Strategy has also been aligned with Scottish Canals’ Corporate Plan 2017-20. 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 2014-17 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.