A WORCESTER pub is on the up-and-up thanks to an innovative marketing scheme that encourages landlords to take control of their businesses.

The Vine, on Ombersley Road, is part of a scheme being run by pub franchising company, Inn Partnership, to help its franchisees build their businesses.

The new programme, Focus on Growth, aims to develop long-term business plans for each pub through the use of a dedicated promotions team, created especially to support franchisees.

It is the first time a long-term initiative has been launched that provides ideas, resources, financial support, and business expertise.

Inn Partnership plans to work with franchisees on a variety of schemes including creating quarterly promotions and providing tips, ideas and advice on how to get the most out of pub promotions and offers.

Charlie Sanders, landlord of The Vine, is a keen supporter of the new scheme, having taken over the pub a year ago.

He has already identified a range of activities that will help his plans for business growth.

"After discussing my business plan with my business development manager, my main area of focus for next year is re-establishing The Vine as the best pub in the local community, centring on regaining customers that have been lost to competitors," he said.

Mr Sanders said the promotions plan would involve a combination of flyers, ''bounceback'' vouchers, loyalty cards and team sponsorship.

Focus on Growth has been created to help franchisees take a structured approach to planning business growth, taking into account changes in their local market as well as competitor activity.

Inn Partnership believes that thoughtful planning and effective promotions are a key component in running a successful business.

The dedicated promotions team offers its franchisees advice on promotions including legal guidelines and advice on promotional activity, from flyers to monthly promotions.

Martin Grant, Inn Partnership's chief executive, said the pub industry was becoming increasingly competitive.

"Publicans need to concentrate on how to develop their business and to look to other ways of promoting what they have to offer," he said.

"We see Focus on Growth as a key step to running a successful pub franchisee business and we believe that time spent on planning business growth now will reap huge benefits in the future."