Colin is certaily right that we’re indifferent at promoting “Pomona,” even though we’re out and about, pressing apples and giving juice away.

Read what he says and let’s have your thoughts, please:

Hello David,

Thank you for the interesting email. You do seem to have some challenges, not the least of which is that I never seem to see or hear of your group, despite the fact that for the last 3 years I have published a Wirral Food & Drink Trail which promotes local farmers’ markets, farm shops, artisan producers etc and cider is my daily drink of choice (I attend the Wirral Beer Festival at Hulme Hall where they have a good selection of ciders on draught, and have discovered that there are some nice ciders at the bottle shop in Oxton).

Prior to retiring I spent the majority of my career in marketing, sales and business support and can see that you have problems with your group name and identity.

1). Name

For small groups and organisations it is best to have a descriptive name as a unique “brand” name like Pomona needs more time and money to establish what it is. By all means include the goddess of fruitful abundance in a logo design, but change to a name like Wirral Apple Juice and Cider Makers Group.

2). Identity

You seem to have a number of aims and objectives and need to focus on 1 or 2 key ones to major on, so that you can communicate to people the prime targets of the group. At the moment recycling, food waste and energy costs in transport are topical so I would suggest:-

a). Recycling windfall apples into juice and cider.

b). Keeping old craft skills alive and introducing them to a new generation.

The ceilidhs and social events are very pleasant secondary outcomes and a result of achieving prime targets.

3) Grant Scheme

Below please find details of a grant scheme which could help you; I saw it in the Globe online. I don’t think you could get money for market research, but you could apply for money to design and produce marketing material (which would include rebranding/relaunch) for use at promotional events and a p.r. campaign to raise the profile of the group. You could also apply for money for equipment but I would counsel caution as any grant giving body would want to know that funding given was going to help the group develop successfully.

Deadline is tight but happy to help you produce costs for the marketing elements.

Colin Harrison

LCD Publishing, Wallasey.

p.s. To see the Wirral Food & Drink Trail 2019/20 online please go to:- www.tasteofwirral.wixsite.com/foodanddrinktrail

and to learn more about LCD Publishing services go to:- http://www.wirralwide1.wixsite.com/lcd-publishing

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