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Consultation with businesses outlined that marketing and promotion remains a huge area for the BID to be involved in. You wanted more investment in promoting the city and its businesses, fewer but larger events in more streets and an increased use of social media and digital marketing.
348 Customer Service Assessments and Reports (mystery shopping) undertaken.
21% increase in footfall (week on week) during the 2014 Foodie Festival
We will have a marketing budget to allow us to utilise a wide mixture of media channels potentially including radio, press, flyers / leaflets, magazines, websites branding and guides to promote Worcester all aimed at increasing footfall and spend. It will include a marketing budget to help promote the Sunday offering in the city centre, the crucial Christmas period as well as other themed promotions.
We will run a streamlined programme of much larger events, which cover a larger geographical area within the BID with the aim of increasing footfall in the city centre than before and with greater promotion to support it. These will include the popular Motor Festival, successful Foodie Festival and a new Fashion, Health & Well Being event.
Following the successful and nationally award winning #open4business PR campaign during the floods of February 2014, we will continue to promote Worcester if it suffers a similar fate or for any other unforeseen event encouraging people back into the city.
The BID will continue to produce a ‘Uniquely Yours’ book to specifically promote independent BID businessesas part of our awareness campaign. We will also work with national organisations to help promote through their campaign work.
We will continue to run Customer Service Assessments (also known as mystery shopping exercises) and an associated Awards Night to help raise standards within the city and to celebrate and publicise success.
We will upgrade the award winning Employalty Card which promotes offers and discounts for any BID business to the 16,000 employees of these businesses to allow the Worcester BID and participating businesses to have access to the data capture of users. Applications for the card and offers will be all undertaken online with social media proving the means to promote new and existing offers from the BID business community.
We will undertake a high profile regional Christmas campaign to promote the city’s offering at this crucial time of year.
We will lead on the organisation of a Restaurant Week campaign to help raise awareness of the city’s fantastic restaurants. This could be part of the project to consider a late night shopping scheme, which extends beyond the pre Christmas build up and looks at whether retailers can start and finish their day later.
We will promote the city’s business offering at student events such as Fresher’s Fairs and Shopping Centre’s own student related events.
We will make more of our Loyal Worcester scheme, which encourages trade between fellow BID businesses.
We will encourage more coach parties to the city by offering incentives for the drivers in partnership with local food and drink BID businesses and we will also provide a meet and greet service by prior arrangement with our Street Rangers.
