Following the Cathedral Quarter's success at the Great British High Street awards at the end of last year, the BID was awarded prize money of £5,000 to spend on initiative(s) for the area. We subsequently asked businesses what you would like to spend this money on from a list of potential options. The overwhelming response was on a marketing and advertising campaign to promote the Cathedral Quarter and its businesses.
Campaign guiding principles
In conjunction with industry experts, the BID has put together a campaign based along the following guiding principles:
· Target a broader range of people who may benefit from or enjoy the Cathedral Quarter lifestyle experience;
· Go beyond the local populace and promote the area and its businesses regionally and nationally;
· Use a variety of marketing methods and mediums to reach a greater audience;
· Wherever possible, use methods which allow the BID to monitor the effectiveness of the campaign;
· Ensure coverage for all business sectors and areas of the Cathedral Quarter.
The campaign will run primarily over the course of the next month although some of the material and activities outlined below are already in circulation. The campaign will consist of the following:
· Half page article in the Visit Britain Shopping guide - out now
· Application for Visit Britain's 'Discover England' campaign in conjunction with Visitor Services at Derby City Council
· Full page case study in the Historic England 'Heritage Counts' magazine
· Double page spread in Derby Telegraph's 'Exclusive Magazine' out in October
· Four page article in the Derby Telegraph on 29 September
· Four days 'Digital Takeover' adverts on the Derby Telegraph website
· A dedicated Marketing Derby eshot going out to all bondholders
· A series of six adverts in Marketing Derby news eshots
· Digital adverts on screens at David Lloyd gym over a two week period in early October
· Extensive social media coverage through the Cathedral Quarter and Marketing Derby platforms
· Three marketing videos for use on social media and websites
· CQ literature distributed to University of Derby staff
· CQ literature door dropped to residences in and around the Cathedral Quarter
Some campaign facts
· The digital adverts placed in David Lloyd gym will be shown 420 times over a fortnight period with a potential audience of over 63,000 people
· The digital takeover on the Derby Telegraph website generated almost 270,000 impressions over the August Bank Holiday weekend
· The social media posts made by Marketing Derby and Cathedral Quarter BID have a potential audience of over 19,000 people on Twitter alone
· The Visit Britain Shopping Guide is distributed to international media and celebrates the nation's premier retail destinations
· Visit Britain's 'Discover England' campaign aims to capitilise on the growing UK demand for weekend trips and is specifically targeted at 18-34 year olds
· The BID has negotiated a significant reduction in the rate card prices for a number of the content outlined above, thereby maximising the value obtained from the Great British High Street prize money.
How you can help promote.
· Look out for our #CQisGreat social media posts on Facebook, Twitter and Instagram and share where possible.
· If posting on social media yourselves, use #CQisGreat so we can see and share the posts too.
· Display the CQ Great British High St Window stickers and posters in your stores. If you require these please contact the BID Office.
For further information on the Great British High Street marketing campaign or any other BID activities, please contact the BID office on 01332 419053 or via email.