Letchworth Garden City BID represents businesses in Letchworth Garden City town centre. Its aim is to support the trading environment of the world’s first Garden City and attract new customers and investment.
The Letchworth Garden City Business Improvement District (BID) was established by town centre businesses and organisations with the aim of restoring and sustaining the economic vitality of the town centre. Its public brand ‘Love Letchworth’ is used to promote the work of the BID, offering free engaging family activities and events throughout the year to attract new customers and investment.
Generating a high level of attendance from both local residents and visitors from surrounding towns and villages was the key objective for the campaign. We needed to make sure that footfall to the town centre and to this popular annual event was as high or even higher than previous years.
EMSL handled all aspects of marketing for this event, both on online and offline levels including campaign planning, media booking & management, content development, design & artwork, social media management, direct marketing and print production.
Existing brand guidelines were used to create a new design concept that highlighted both the food and drink as well as the family festival element of the event. EMSL rolled out the master artwork to posters, flyers and event guides and supported in the distribution of print collateral to local businesses as well as creating and managing the print and digital advertising, campaign landing page and organic social media posts. EMSL also secured radio mentions as well as online and offline PR coverage via a press release, article and radio interview.
The campaign was a huge success, achieving excellent measurable results, examples of which include: Campaign landing page delivered 8,400 website visits, organic social media delivered over 120,000 impressions and online advertising delivered over 300,000 impressions, 2,400 website clicks and 3,400 engagements.
The Letchworth BID Awards were first introduced in 2017. The awards were launched to celebrate the hard work of the BID businesses in Letchworth town centre as well as highlight the work of the BID itself, raising the general profile of Letchworth BID and awareness of what they do.
For the 2018 awards campaign, EMSL were tasked with completely revitalising and relaunching the awards with a new set of objectives. We started from the ground up, generating a new logo and styling, writing new awards categories that were more inclusive to all BID businesses and building a completely new public online voting system.
Working to very short timescales, our team worked to create the new design concept for the awards and put together a plan and timeline for events. The awards ran for just 4 weeks from April to May 2018 and included all design work, multiple areas of bespoke web development, social media advertising, MailChimp campaigns, website landing page, printed materials, press advertising, PR, outdoor promoters and AdWords campaigns.
The awards were a great success, with improved engagement from both the BID businesses and the public compared to the previous year. A total of 4451 votes were submitted in the 4 weeks the campaign ran from 2270 unique voters.
The main campaign objectives were to raise awareness and drive footfall to the town centre from residents of Letchworth and key surrounding towns and villages.
The creative concept focused on presenting a series of designs that highlighted individual food and drink ingredients. The artwork was bold, colourful and minimalist and created a great deal of impact, interest and anticipation. To highlight the variety, different designs were applied to the print and digital material, from leaflets, flyers, posters, banners and guides to social media templates and print and digital ads. Over 2,000 flyers were also distributed to Letchworth’s primary schools.
The campaign was a huge success, achieving excellent measurable results, examples of which include: Campaign landing page delivered 5,700 website visits, organic social media delivered over 87,000 impressions and online advertising delivered over 290,000 impressions, 2,000 website clicks and 2,300 engagements.
The key objectives were to promote the Christmas Light Switch On event to generate attendance from a local audience and to capitalise on the event interest by creating awareness amongst visitors that Letchworth Town Centre retailers can offer a unique, personal Christmas shopping experience throughout December.
EMSL was responsible for all aspects of the campaign from initial concept through to execution. The ‘My Christmas in Letchworth’ concept focused on the personal elements of Christmas, creating a connection between visitors and the town centre. EMSL handled campaign planning, media booking & management, content development, design & artwork, social media management, direct marketing and print production.
The concept, master artwork and key messaging was applied to all elements of the campaign including print collateral (leaflets, event guides, posters and banners), digital advertising (Google Adwords and Facebook), traditional advertising (print), PR coverage (print and online), organic social media engagement (Facebook, Twitter and Instagram), direct marketing (local schools) and campaign web banners and landing page.
The campaign was a huge success, achieving excellent measurable results, examples of which include: Campaign landing page delivered 7,300 website visits, organic social media delivered 270,000 impressions and 2,700 engagements and online advertising delivered 790,000 impressions, 2,500 website clicks and 10,800 engagements.