The York Narrative

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We want as many businesses, networks and groups as possible to adopt the York Narrative. It really doesn’t matter whether you are a tech start-up, a local tour guide, a museum, a resident association, an environmental group, a research lab or institute, community group, property developer, hotel chain, local B&B or a chocolate factory…. The York Narrative is here to help tell your story to your audiences.

The more partners who adopt the narrative, the more York will be known for the things that matter to us.

PUT THE YORK NARRATIVE INTO ACTION IN YOUR ORGANISATION

To keep things simple, we have created a 4-step plan to help you understand more about how the narrative was researched and developed, how to adopt it in your own organisation, how to communicate it through your work and how to evaluate its contribution to your organisation’s success.

STEP 1 – UNDERSTANDING

Become familiar with the research and evidence that led to the York Narrative. Watch an online masterclass to better understand what a place-brand is and how it can support York’s ambitions.

You can use the evidence base to help build your own investment cases.

Key Document: The York Narrative

This is a key document and useful presentation which describes the York Narrative and starts to explain thinking behind it, a history of storytelling and the supporting evidence.

Key Document: Developing the Narrative

Understand where the story comes from - how the narrative was developed and refined based on extensive research.

Key Document: Executive Summary of Research

This summary document brings together the key insights from the various research and consultation activities involving over 6000 people.

Key Document: The Research and Evidence

This report goes into detail about the full research process and evidence base sitting behind the York Narrative, including online perceptions survey, resident engagement, stakeholder engagement and sectoral performance data.

Case Study: Centre For Applied Human Rights

The University of York was founded in 1963 on the principles of excellence and opportunity for all. It is a welcoming and safe place for refugees, asylum seekers and other people who have been forced to migrate. The Centre for Applied Human Rights brings Human Rights Defenders, who risk their lives to fight global injustice and strengthen democracy, to York to share their expertise.

Find Out More

STEP 2 - ADOPTING THE YORK NARRATIVE

Start using the York Narrative to set policy and make strategic decisions in ways that help reinforce the city’s values – those things that mean the most to York’s residents and businesses. Access resources to help you make your case internally, including a place brand masterclass, workshop and a business benefits checklist. Use the narrative and values as guidelines to help understand whether your activities and plans are most likely to express what it means to be “York”. The more it does, the more York will be known for the things that are most important to it: its values.

Place Brand Masterclass

The York place brand process kicked off with a masterclass by our consultants. Watch the class to learn why the York narrative is so vital to the future of our city, and hold a session to screen it in your organisation to get everyone on board.

Brand Filter Workshop

The Brand Filter is a useful tool for hands-on place brand management. This brand filter workshop is designed to prompt group discussion to help organisations plot a course of action that will ensure their activity demonstrates York’s values – it also helps question how effectively the organisation clearly communicates the values of York.

Brand Filter Templates

Download these templates to accompany the Brand Filter Workshop

Making the Benefits Case

This document will help you make the case for adopting the York narrative in your organisation. You can use it to develop internal buy in, as well as to support you in attracting external investment.

Case Study: Festival of Ideas

The York Festival of Ideas aims to enhance York’s reputation as a city of ideas and innovation and is built on a passionate belief in the power of education and ideas to transform lives. Growing year-on-year, the Festival attracts an audience of well over 30,000 and works in partnership with more than 100 local and national organisations.

Find out more

STEP 3 - COMMUNICATING THE NARRATIVE

Whether you are presenting at an international conference, creating a recruitment pack or writing an investment pitch, the York values will help you make your case. That doesn’t mean making everything sound the same. Every organisation will have its own voice and style guide. It just means, when talk about York, we use the same framework and approach. The values behind the stories aren’t described explicitly, but communicated through how we do things and everything we say about our city. Use these resources to help you use the York Narrative to describe your work.

Guidelines: Writing

Guidelines to write about York, to help you or brief your copywriter.

Guidelines: Images

Guidelines to help you choose images and video that will help to demonstrate the York narrative.

Guidelines: PR and External Agencies

Guidelines to help you make sure the York narrative is reflected when writing a PR agency brief, or for use in your own PR team.

Guidelines: Events

A framework to help you make sure the narrative is reflected and celebrated when organising and/or hosting events.

STEP 4 - EVALUATING THE IMPACT

Monitor the impact that applying The York Narrative has on your work and share examples of good practice to help others see the difference it makes.

Guidelines: Monitoring & Evaluation

A framework to help capture the use of the York Narrative and its impact.

Get in Touch

Not sure where to start?

Make It York is the lead for tourism in York and is also co-ordinating delivery of the city's Cultural strategy. Get in touch to find out how we can help you implement the York narrative in your organisation.

The York Narrative

Toolkit

STEP 1 – UNDERSTANDING

Key Document: The York Narrative

Key Document: Developing the Narrative

Key Document: Executive Summary of Research

Key Document: The Research and Evidence

Case Study: Centre For Applied Human Rights

STEP 2 - ADOPTING THE YORK NARRATIVE

Place Brand Masterclass

Brand Filter Workshop

Brand Filter Templates

Making the Benefits Case

Case Study: Festival of Ideas

STEP 3 - COMMUNICATING THE NARRATIVE

Guidelines: Writing

Guidelines: Images

Guidelines: PR and External Agencies

Guidelines: Events

STEP 4 - EVALUATING THE IMPACT

Guidelines: Monitoring & Evaluation

Be Inspired

Science & Technology

Public Sector

Business & Commerce

Knowledge & Learning

Culture & Heritage

Tourism & Visitor

Community & Civic

Not sure where to start?

Toolkit

STEP 1 – UNDERSTANDING

Key Document: The York Narrative

Key Document: Developing the Narrative

Key Document: Executive Summary of Research

Key Document: The Research and Evidence

Case Study: Centre For Applied Human Rights

STEP 2 - ADOPTING THE YORK NARRATIVE

Place Brand Masterclass

Brand Filter Workshop

Brand Filter Templates

Making the Benefits Case

Case Study: Festival of Ideas

STEP 3 - COMMUNICATING THE NARRATIVE

Guidelines: Writing

Guidelines: Images

Guidelines: PR and External Agencies

Guidelines: Events

STEP 4 - EVALUATING THE IMPACT

Guidelines: Monitoring & Evaluation

Be Inspired

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Not sure where to start?