Looking through the minutes
of the Sheffield Moors Partnership’s Steering Group (obtained through FoI
because they are so slow at putting them online**) you can see that the focus
in these gatherings of conservation officers has been on presentation and branding.
All salesmen know that having a dodgy product means you have to work harder to
sell it so they are all keen to get the right pictures and the words and
phrases that they hope will resonate with the kind of people who they wish to
impress. So, more important than responding to important issues, which get very
little attention, they concentrate on how to present and put across their
product, the PR of the process.
Members agreed that the
masterplan was clear and concise but that the
document will needed more images and the front page needs the SMP logo
and branding adding. These can be added before issue to the public.
Branding for the Masterplan
Many ideas were put forward
during the meeting. These summarised here.
Video clips on
the website.
Artwork to be included in the final document
Images of what the various areas might look like by 2028.
Artwork to be included in the final document
Images of what the various areas might look like by 2028.
Use of SMP logo
on front page of masterplan (to be referred to NT design team for advice).
Needs to differ
from Easterm moors and not be ‘NT’ branded.
Web-based
consultation and feedback needed
Images required
for the consultation period – to use on posters.
Competition for
what the public wants the landscape to look like.
Use of QRT codes
on poster, postcards etc to link to SMP website for further information.
This leads to a predictable
surfeit of adjectivism in the draft Master Plan and there are times when you
feel you’re reading the rejected early efforts of an anti-ageing cream
commercial or perhaps a 1980s junk food ad. The intro gives us ‘amazing’ and ‘spectacular’
and ‘very rich’ and ‘wild-flower rich’ and ‘incredibly rich’ and ‘huge passion’
and tells us that the moors “can provide a true sense of wilderness”, (a slight moderation of previous statements mentioning wilderness after criticism from
here and elsewhere, using the word 'sense', though why say ‘true’ when it's demonstrably
‘false’?)
I must look back again because I’ve not yet spotted the word ‘iconic’, normally obligatory in these documents.
I must look back again because I’ve not yet spotted the word ‘iconic’, normally obligatory in these documents.
Note the buzz words too in
the aims of the partnership:
To establish a
clear vision and strategic direction, steering delivery across the sites
through integrated and holistic planning and thinking.
You might hope
that the thinking would precede the planning but you can’t have everything.
Some may be disappointed not to find to something along the lines of “This Master Plan helps
you to smell like the man every woman wants to meet”. Maybe in the final
version; it’s going that way.
Since the draft plan indicates that they intend to 'manage' the wild animals on the site, maybe we'll find that they will all be branded too with multiple ear clips and bright dye splashes or even the letters SMP branded on their sides?
Since the draft plan indicates that they intend to 'manage' the wild animals on the site, maybe we'll find that they will all be branded too with multiple ear clips and bright dye splashes or even the letters SMP branded on their sides?
** after earlier FoI's SMP said they would automatically put the Steering group minutes up online on their website. It's just that they take several months to do it.