The story: Chippenham Business Improvement District (BID), which was launched in November 2014, after being approved by town centre businesses in a ballot, and Chippenham Town Council struck up a working partnership to promote the town. It is one of more than 200 BIDs across the country. The potential in Chippenham is huge but had never been promoted nationally before.
The spark: We used our ‘Essence of a Place’ process during this consultation period to define the positive aspects of Chippenham and worked closely with the BID team to position the town and its offer. First of all we conducted research and an online citizen survey along with two stakeholder groups and an analysis of findings, all undertaken by our in-house team. We then created a new place brand with a guideline toolkit for local businesses to ensure everyone worked together to promote the town. Then came campaign launch graphics, including promotional material, window stickers, rubber stamps, and bags. The launch was a huge success, with 100 people in attendance to witness the unveiling of our new brand. We also planned a social media campaign, designed to increase brand awareness, and build conversation around the changes being made in the town. This included a series of giveaways, and campaigns across multiple platforms, including Facebook, Twitter, Instagram, Snapchat, and Vine.
Result: The latest figures from the British Independent Retailers Association show that the region is experiencing the greatest increase in the number of independents of all regions across the UK.