Staffordshire’s identity as one of the UK’s best places to live, learn, visit and invest is being shaped through a clear vision set out by its placemaking organisation.
We Are Staffordshire, which was formed in 2020, has gone from strength to strength in galvanising the county’s established businesses, authorities and visitor attractions to work together to make it a go-to destination.
Just some of its successes include the coordination of Staffordshire’s delegation at the top national investor event UKREiiF, brought together sector leaders at roundtable events and launched the county’s own film office – Screen Staffordshire – which is just about to celebrate its first anniversary.
Now, a new 2026-2028 Delivery Plan has been published following an independent WAS review led by international branding consultancy the Institute for Identity (Instid). This looked at the impact of the county's place marketing programme and set out recommendations to guide its development through the upcoming local government reorganisation and towards devolution. The focus is on attracting new investment, strengthening civic pride and ensuring the county remains the beating heart of the country during a period of major change and opportunity.
People can find out more on the We Are Staffordshire Vison webpage.
Since its creation, We Are Staffordshire has secured more than £250,000 of private and partnership investment, grown a network of more than 350 ambassadors, engaged over 50 schools in civic pride programmes and been shortlisted for three international awards.
The review found that We Are Staffordshire has successfully established a strong county-wide identity, created a unified voice for Staffordshire and brought together public and private sector partners, but it also highlighted opportunities to build upon those foundations in preparation for devolution.
In the coming months, work will take place to strengthen its governance, secure longer-term funding through a mix of public and private sector investment and make sure the organisation is well placed to support Staffordshire through local government reorganisation.
We Are Staffordshire will integrate with partner initiatives including Invest Staffordshire, the Local Visitor Economy Partnership (LVEP) and culture and skills programmes, under a stronger, joined-up approach to promoting the county.
Hannah Ault, Chair of the We Are Staffordshire Place Board, said:
The independent review reaffirmed what we see through our work every day: our collaborative model is effective, our narrative is compelling and our approach has real impact. As we move towards Local Government Reorganisation, We Are Staffordshire will play a vital role in providing stability, continuity and a united voice for the county. This new delivery plan gives us a clear direction to build on our success, raise Staffordshire’s profile even further and create opportunities for our residents, businesses and communities."
Hayley Coles, Staffordshire County Council’s Deputy Leader and We Are Staffordshire Place Board member, said:
Since its creation in 2020, We Are Staffordshire has achieved considerable success – bringing together a range of decision makers and sector leaders to put our county on the map and attract visitors, investment and job creation.
Building on the review findings, we can now focus on to amplifying Staffordshire’s voice, promote its opportunities with pride and work with partners, investors and communities to deliver growth that makes a real difference.
It’s an exciting time with us also marking the first anniversary of Screen Staffordshire and our recent Made in Staffordshire launch. These initiatives celebrating what makes this county special here at the beating heart of the country."
