Congleton Market Quarter
Reinventing Town Centres
The Challenge
Services Used
Context
UK high streets, particularly in smaller northern market towns, are facing accelerated decline due to increased efficiencies in online shopping and out-of-town centres, leading to approximately 50,000 shop closures from 2010 to 2020 in the UK. This shift, alongside other economic factors, challenges the viability of independent retailers and the traditional high street model. In response, initiatives like ‘Levelling Up’ and ‘Prosperity Funding’ are being deployed, creating a complex challenge as market towns are compelled to adapt and innovate, stimulating local economic growth whilst maintaining community cohesion.
The Journey
With experience and passion in abundance, the Congleton Market Quarter team was well-equipped to address the small Cheshire town’s regeneration. To transform a derelict lot into a vibrant community hub, we crafted a comprehensive launch package.
The initial step involved undertaking in-depth research to gain industry specific insights, delving deep into the dynamics of modern market towns and the unique needs of their residents and shoppers. It became clear that the essence of revitalising high streets lay in showcasing local independent businesses, which offer highly personalised experiences and cater to modern conscious consumption trends.
With a well-defined understanding of the market, the project moved into brand development, aiming to craft an authentic brand that resonates with the heart of Congleton. We defined the brand as a champion for the passionately independent, operating as a non-competitive stimulus to drive the local economy. A considered CSR agenda was developed – centering on identifying and supporting community groups and influential local bodies. This included the UK’s largest grassroots high street campaign ‘Totally Locally’, run by a group of independent volunteers, that provided the framework for small businesses to collaborate.
“Embedding the Market Quarter into the fabric of Congleton, encouraging ownership and pride among residents and businesses alike.”
A visual identity suite was created, the design hierarchy was to focus on simplicity, ensuring that the independent brands operating within the space to take centre stage. Visual inclusivity was crucial, the brand should be a welcoming presence for all community segments.
Digital assets were developed in order to begin weaving the brand into the community’s digital fabric. Utilising social media and strategic online engagement, we maintained consistent communication of the brand’s core messages, establishing a valuable presence and steering the town’s narrative.
Reflecting the phased nature of physical regeneration projects, our marketing strategies were segmented. Initially, we launched a full funnel campaign to attract ‘passionately independent’ vendors and retailers. Starting with defining the target persona, we then built a content strategy focusing on the use of engaging video content and targeted regional paid media to generate inbound leads from local businesses. We ensured that inbound leads were qualified based on predefined cultural and demographic criteria, giving the internal Congleton Market Team a high relevancy of applicants.
The second full funnel campaign focused on building consumer first party data and growing the brands social media followership with a considered approach to the hyper-local target market. Growing these channels pre-launch would allow for the Congleton Market Quarter to have an earned, engaged audience, providing a solid foundation for more cost effective future marketing efforts.
A pivotal moment in the journey was the orchestration of a ‘Pre-Launch Party,’ held six weeks before the official opening. This event served as a crucial landmark in the launch package, offering a sneak peek into the emerging space, fostering early relationships between vendors and the community, and addressing any potential for negative sentiment. It marked a significant step towards embedding the Market Quarter into the fabric of Congleton, encouraging ownership and pride among residents and businesses alike.
Having consolidated town-wide awareness of the Market Quarter, the focus then shifted to further increasing momentum ready for the launch. Building on an exponential spike in digital engagement, we activated a PR and local influencer campaign, addressing customer experience expectations (e.g., “When will you be open?”, “Is there car parking nearby?”, “Is the site wheelchair accessible?”). User-generated (UGC) and Vox Pop content was then utilised for increased relevance and to ensure we’d maximise the potential of organic reach within social media algorithms. Finally, a series of emails and retargeting paid media ads were launched, incentivising customers to visit the space in readiness for the official launch.
The Results
Brand
Impressions
First-Party
Data Set
Vendor & Retailer Applications
Increase In YOY Town Centre Footfall
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