Strategic aim B - an understanding of our customers and audiences,
and an offer that attracts and inspires them
We will develop an understanding of who uses and who does not use our facilities and
services. We will work in partnership with sporting, cultural, civic and community organisations
at a national, regional and local level to deliver a multi-layered approach to increasing
attendances, particularly by people currently least engaged in sports, arts and culture. We
recognise the different barriers to access of different demographic groups and will create
targeted initiatives to remove these barriers. We will redesign our business to align our business
processes to the needs of our customers to enable us to be efficient, responsive, competitive
and always focused on a quality experience for our customers. Our vision for ERCL is customer
focused and aims to increase the breadth, depth and quality of experiences for audiences and
participants. Connecting people with each other and with their communities will mean we will
be a hub for the regions residents and visitors.
We will: Redesign our Library Services to implement a community hub model, with a greater
degree of local control for each library cluster
Redesign our fitness offer to include a simpler pricing model, more flexible packages
and more customer friendly operating hours
Develop a Marketing and Communications Strategy which includes
a. an engagement plan for engagement with customers, funders, partners,
stakeholders, communities and groups
b. a marketing plan encompassing website, social media, press and printed media
c. an internal communications plan that will allow all staff to become ambassadors
and cross promote and sell services.
Implement Customer Service Excellence in Sports (venues and development)
Plan, develop and test new products to enrich the ERCL offering.
Review our venue programming and pricing to create a clear and coherent approach