Research shows that national perceptions of the West Midlands are weak. Those outside the region do not have a clear view of what or where the region is, or what its strengths are. However those who live and work in the region are enthusiastic. In fact, it is clear that those who visit or experience the region often become passionate advocates themselves.
The experience is clearly better than the reputation. In this increasingly competitive world we need to improve perceptions of the region in order to attract investors, visitors, workers, students and residents to build the regional economy and create wealth for the benefit of all in the region.
Business decision-makers and intermediaries likely to make, or are able to influence, location decisions on behalf of businesses in the UK and Europe.
Visitors to the region, including business visitors and leisure visitors who are considering day trips, short breaks or longer holidays.
Students at our Higher and Further Education institutions who could be influenced to stay and work in the region and emerging talented
individuals whose future work or profile has the potential to put our region on the map.
The national and international media community and specifically the London media community who we need to understand better the make-up and strengths of the region and, as a result portray the region positively and fairly.
Our regional population, specifically three groups: school children who we can educate on the history and potential future of this region; the 16-34 population group who are already enjoying the lifestyle on offer in the region and whose long-term perceptions of it can be influenced by action now; and the local, regional, and national decision-makers who belong to, and live within our regional population.