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Southport Reporter® covering the news on Merseyside.

Date:- 05 February 2007

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Brand Guideline Course to Help Merseyside Businesses Succeed

AS WE all know, effective copywriting is critical to any successful marketing campaign and brand. Some people are a natural in the discipline, whilst others have to work at their craft. Whatever a persons’ experience, marketers in Merseyside are set to benefit by attending a bespoke workshop, entitled Copywriting - Writing and Planning Copy in Brand Guidelines, which is being run by The Chartered Institute of Marketing and will take place in Manchester on 19 April 2007.

The one day workshop will show how to plan more effective brand guidelines, with a particular emphasis on copywriting. It’s aimed at a whole range of brand professionals including those responsible for implementing brand strategies or with an active involvement in strategic positioning and planning processes, for example:- brand or senior brand managers, marketing managers and executives as well as copywriters.  Delegates will learn how to develop a clear and concise brand positioning statement that shows an understanding of its values, as well as ensuring the brand ‘speaks’ directly to its target market. It will also be demonstrated how the implementation of brand guidelines throughout an organisation will promote greater trust and less cynicism.

Other areas covered will include; how to develop a specific brand meaning and interpretation through the development of copy cognitive perceptions as well as the construction of a brand guideline document. This will enhance brand ‘touch-points’ and improve copy throughout the marketing mix, thanks to clearer and more succinct writing. Delegates will also become more confident in their understanding of the principles of good logo design and the considerations when developing brand straplines.

Jonathan Gabay, who will be running the workshop, said:- "It’s essential for businesses of all sizes to implement effective brand guidelines. The course will grab the delegates’ attention in a relevant way, and provide practical advice which can be taken and applied the very next day."

Diane Earles, regional director of The Chartered Institute in the North of England, commented:- "Every business needs a competitive edge and I’m sure the workshops will add real value to both individuals and their organisations alike."

Course Details:- "Copywriting - Writing and Planning Copy in Brand Guidelines (One Day Workshop)"  =  Course Ref:- 1308.   CPD Hours:- 7.  Price:- £449.10 + VAT CIM members (£499 + VAT non members).  Price includes morning coffee, lunch, afternoon tea and all course materials.

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Light Aircraft Crashed On Coastline

AN investigation into the crash of a single-engine, two-seater light aircraft is now underway. The Piper Warrior PA28, had been flying from Exeter to Blackpool when it ditched in the sea off the coast of Blackpool just after 1700 GMT on Saturday 3 February 2007. Six lifeboats took part in the sea search, while two coastguard rescue teams searched the shoreline with local police shortly after the plane was lost from radar screens at Blackpool Airport. The plane had been carrying Roy Halliwell aged 74 and Andrew Walker aged 26, both from Fylde in Lancashire. Search teams spotted the aircraft wreckage in the sea off Blackpool's South Promenade overnight, but poor visibility and high tide forced them to call off their search until first light. As the tide dropped, rescue workers were able to reach the smashed fuselage and lifted it away for the Air Accident Investigating Branch to inspect.

International business park to create over 1,000 jobs on Merseyside

THE Northwest Regional Development Agency (NWDA) is investing £4.6 million on infrastructure to support the development of an international business park at the former MTL bus depot and Marconi sites on Edge Lane in Liverpool. 

The site is located in the Eastern Approaches Strategic Investment Area (SIA) which has been identified as one of the city’s key business zones with significant potential for economic growth.

A package of improvements, to be delivered by Liverpool Land Development Company (LLDC), will include the creation of 3.1 hectares of fully serviced development plots. The 6.1-hectare site will also benefit from improved access, with the creation of new highways, cycle ways and improved public realm.  Ultimately the vision for the area is to attract investment and jobs from companies in the science, technology, digital, creative and IT sectors.

The project, which starts in February this year (2007)and finishes in April 2008, is expected to generate 1,000 jobs for the area as well as 150 temporary construction jobs.

The scheme, which totals £10.2 million, has also received funding from national regeneration agency English Partnerships (£1.3 million) who led the remediation of the site and the European Objective One Programme (£4.3 million) who have also given their support to the project.

Paul Lakin, NWDA Head of Development, said:- “Building on the presence of Wavertree Technology Park and Liverpool Digital this development has the potential to become a site of regional significance for the science and technology sectors. The Agency is committed to working in partnership to bring about the regeneration of the Edge Lane corridor and this project will form an important part of the wider vision for the area, helping to bring investment and jobs to Merseyside.”

David Waugh, Liverpool Land Development Company Chief Executive, added:- “The investment from the NWDA is an important boost for this scheme which is a key element in our plans to transform the Edge Lane corridor. The Edge Lane Project will improve the environment for local people, create a new high-quality gateway into Liverpool and support the drive to attract investment and jobs to the city.”

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