Raising the profile of a quintessential market town
By Kathy Kyle Bonomini, Founding Partner
We were engaged by a business improvement district to help raise the profile of what the Sunday Times Travel has called the "disarmingly charming market town of Dorking."
Using online and offline channels, we helped to increase online engagement and sentiment, generate coverage in tier one media outlets (Sunday Times Travel, Condé Nast, and local media), and increase event attendance by the thousands.
Six months ago, we were engaged by the Dorking Town Partnership Business Improvement District (BID), a business-led and business-funded body, to raise the profile of the town by developing a multi-channel digital strategy (@HelloDorking), design and develop a responsive website, and manage the creative direction and launch of a promotional video. We engaged Objekt Films as producer and DOP for the film; they continue to be our partners on films.
Towns across the UK are faced with increasing challenges due to rising costs from rent, business rates, and the uncertainty of Brexit. According to accountancy specialist PwC, shops are closing at a rate of 14 per day across the nation and are in crisis. Dorking is not immune to these factors but it is a forward-thinking, innovative town and is taking steps to address the issue, to include engaging in a comprehensive digital programme.
For us it is all about putting people at the centre of our strategy. We began by focussing on our audience. We targeded two main groups: Dorking businesses and their customers (visitors and locals). Our goal was to raise the profile of the town and awareness with our audiences by creating a seamless customer journey both on and offline.
Over the past six months, with our help, the Dorking BID has received a special mention from the Great British Highstreet as a Rising Star in the Digital Category. Our organic and paid campaigns have increased engagement, reach, and positive sentiment every month. Our social media efforts increased event attendance at large scale events by the thousands.
We provided (and will continue) to provide social media training for businesses to create ‘Brand Ambassadors’ for this brilliant, thriving town. They are inventive, thoughful and engaging community. This is reflected in all of its branding, designed by the talented Zed Creative, a local creative agency.
Visit www.hellodorking.com or view the promotional video below to learn more about Dorking.
Follow them on Twitter, Facebook, and Instagram at @HelloDorking.
