Rebranding: engendering pride, commitment and attachment through communication (4/5)

Learning materials from webinar 4 in our Transformation Routemap series - providing advice and support on high street recovery and transformation.

This webinar took place on 10 July. View the recording and related learning materials below.


The fourth webinar in the Transformation Routemap series helps place leaders to consider the effective use of communication and branding to support the transformation of high streets. It looks at how to use communication to engender pride, commitment and attachment to a place.

Polly Barnfield OBE, Founder of social analytics company Maybe*, exploring the use of social media; Nicola Grant, Executive Director of Positively Putney BID, adds a case study on using social media to support place management and marketing; Dr. Steve Millington, Director of the Institute of Place Management, examines the concept of 'placefulness'; and, Lydia Rusling, Head of Economic Growth and Development at East Lindsay District Council, shares what's happening in her local market towns.

The webinar covered:

  • The importance of excellent communication between stakeholders

  • The concept of placefulness as way of identifying what is special and valued about your place

  • How marketing and branding principles can be used to build loyalty and commitment to your place 

Learning materials

Following the webinar, place leaders are directed to the following activity to support them in applying the learning into action in their own town or city centre.

  1. Conduct a place perceptions snapshot 
    What do people think of your place? Are there common perceptions and reasons for visiting? Or, for staying away?
    This exercise provides a snapshot of recent views and relevant information that can reveal different perceptions of your place. Depending on what you find, it may reveal strengths or weaknesses in your place brand and the sense of attachment visitors have to your high street(s).

    Download the activity in powerpoint

    Download the activity in pdf

  2. Call for participants - Maybe* social media pilot (this call has now closed)
    Polly Barnfield OBE demonstrated the Maybe* platform for tracking and engaging with social media from your place and the businesses operating in it. If you'd like to be part of a 3 week pilot to trial the platform with a social media campaign or idea from your town or city, then you can sign up now. We're looking to work with around 25 places initially before a larger roll out. It's important that you're able to give 2-5 hours per week to do some training and platform use.


Webinar recording and slides

  • Download the webinar presentation slides

  • View the recording below