The York Narrative

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Just as The York Narrative was created by York businesses and residents, it is also up to all of us to share and communicate value-based stories about York – through what we say about ourselves and our city, how we say it, what we do and how we do it.

Big or small, any business, event, network, school or community group in York can play a part – and the more that do, the more quickly we will influence how others see us, so they recognise the vibrant, exciting, progressive York we are so proud of.

THE RESOURCE LIBRARY

We have created a library of downloadable resources you can use to share, communicate and implement The York Narrative in your own organisation and networks.

Resource Pack 1: The narrative, and how it was developed

Key documents including the narrative stories, concept development and baseline evidence

Key Document: The York Narrative

The narrative is the unifying story of York. This is a key document which explains the 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: National Railway Museum

As part of its £55m Vision 2025 masterplan, The National Railway Museum will open a spectacular new gallery to showcase the future of railway innovation and engineering. It will bring the story of York’s contribution to the global rail industry up to date with a focus on the future of rail, featuring award-winning technologies being researched and developed in the city.

Find out more

Resource Pack 2: Workshops and Tools

Resources designed to help you explain the York Narrative to your colleagues and partners, and to help you assess each other’s plans using the brand filter tool.

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

Guidelines: Monitoring and Evaluation

This document will help you 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.

Case Study: Transport and Place Plan

To help businesses safely reopen the city post coronavirus, the council has developed a strategy which will focus on prioritising active travel (including cycling and walking) by investing in and improving park and cycle sites, increased cycle parking and building new cycle routes. The aim is to create a people-focused city centre with an environment that is attractive and with plenty of space for social distancing.

Find out more

Resource Pack 3: Communication Guidelines

‘How-to’ guidelines to help you apply the York Narrative in your communications and activity planning.

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.

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Not sure where to start?

Make it York is the lead for tourism in York and is also coordinating 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

Resources

Resource Pack 1: The narrative, and how it was developed

Key Document: The York Narrative

Key Document: Developing the Narrative

Key Document: Executive Summary of Research

Key Document: The Research and Evidence

Case Study: National Railway Museum

Resource Pack 2: Workshops and Tools

Place Brand Masterclass

Brand Filter Workshop

Brand Filter Templates

Guidelines: Monitoring and Evaluation

Case Study: Transport and Place Plan

Resource Pack 3: Communication Guidelines

Guidelines: Writing

Guidelines: Images

Guidelines: PR and External Agencies

Guidelines: Events

Case Studies

UNESCO City of Media Arts

Festival of Ideas

Centre for Applied Human Rights

Health & Care Excellence

Phase 1 Incubator

York Tourism Strategy

Transport and Place Plan

National Railway Museum

Not sure where to start?

The York Narrative

Resources

Resource Pack 1: The narrative, and how it was developed

Key Document: The York Narrative

Key Document: Developing the Narrative

Key Document: Executive Summary of Research

Key Document: The Research and Evidence

Case Study: National Railway Museum

Resource Pack 2: Workshops and Tools

Place Brand Masterclass

Brand Filter Workshop

Brand Filter Templates

Guidelines: Monitoring and Evaluation

Case Study: Transport and Place Plan

Resource Pack 3: Communication Guidelines

Guidelines: Writing

Guidelines: Images

Guidelines: PR and External Agencies

Guidelines: Events

Case Studies

UNESCO City of Media Arts

Festival of Ideas

Centre for Applied Human Rights

Health & Care Excellence

Phase 1 Incubator

York Tourism Strategy

Transport and Place Plan

National Railway Museum

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Not sure where to start?