We were pleased to be asked to attend a very special launch this week, which took place at the Hepworth Art Gallery in Wakefield on Monday morning. Along with a room full of business people we were told about a new initiative which will ask businesses to contribute a fixed fee to become part of the Bondholder, the Diamond Scheme.
Taking learnings from Hull, which has successfully implemented a similar campaign for the last ten years, Wakefield will call upon businesses to invest their money in order to create a fund which will then be used to market the city locally, regionally and beyond. As a PR agency based in Wakefield this idea was clearly of great interest to us.
Each company that chooses to take part will receive a series of benefits including marketing materials, access to an online procurement platform and special sector specific networking events and breakfast briefings. Larger companies will also benefit as this could form part of their corporate social responsible due to the very nature of the Scheme.
The reason it is more interesting than ‘just another initiative’ is that the Scheme has been developed by public and private sector business. Not only that but a panel of 12 ambassadors will manage the ‘cash pot’ and decide where the funds should be invested – providing a completely impartial and transparent procurement process.
Needless to say this creates opportunities for Wakefield based companies to support the district, raise its profile beyond the M62 and also encourage investment locally, after all these are the businesses that share a passion for the area and have first class experience of what it has to offer.
I really like this idea and am pleased at last that Wakefield as a collective are getting off their bottom and doing something to raise the profile of the district, after all it has a huge amount to offer. It will be interesting to see how many businesses come forward to support the initiative and I hope that those who have committed verbally will do so.
As a Wakefield based PR agency we talk a lot in the office about what more could be done to promote the district and we are hoping that the Bondholder, the Diamond Scheme will deliver on its promises to do just that. There is a hub of creative businesses within Wakefield and the five towns and the biggest frustration is that the area has so much potential but doesn’t shout about its success!
As always with things like this there are questions to be answered but at the very least something is happening that could just turn the tables for Wakefield and change perceptions about the city, which after all has a rich cultural, leisure, business and retail offering.
As the agency that supported the launch of this Scheme and secured coverage throughout regional media, we will be watching this Scheme closely and will provide readers of our blog with updates. I’m hoping that they will be positive and other cities will be using Wakefield as an example of best practice in the months and years to come.