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Chester city centre - the heartbeat of the CH1ChesterBID area

CH1ChesterBID

Chester's Business Improvement District (BID) Company

Objectives:

No Brainer was appointed by CH1ChesterBID to help the organisation raise its profile in Chester and the wider region and activate its business plan. This followed a successful BID ballot in the summer of 2014 when businesses in Chester had voted overwhelmingly in favour of the move to create a BID. The primary objectives were as follows:

  • Create/implement PR campaigns that align with CH1ChesterBID’s primary business objectives to drive more people into the city centre and encourage them to spend in city centre shops
  • Raise awareness of CH1ChesterBID locally, regionally and nationally, promoting its work in Chester city centre and demonstrating the execution of its five-year business plan
  • Identify and engage with a range of key influencers to help secure positive exposure for CH1ChesterBID
  • Collaborate with key stakeholders across the city to help join up the dots and deliver truly integrated communications campaigns

Implementation:

CH1ChesterBID turned to No Brainer after being frustrated with previous agencies that delivered campaigns lacking strategy, output and outcomes. No Brainer spent time absorbing CH1ChesterBID’s key business objectives before presenting a PR campaign focused on ‘quality over quantity’, aiming to win the hearts and minds of CH1ChesterBID’s 509 business members, focused on attracting more people to the city centre and, importantly, aligning communications with the five-year business plan.

Results (nine month snapshot):

  • More than 400 items of print, online and broadcast media coverage through outlets including BBC North West Tonight, ITV Granada, Daily Mirror, Daily Express, Chester Chronicle, Radio Merseyside, Capital FM and Dee 106.3
  • 59 million opportunities to see
  • 99% of coverage neutral or positive in sentiment
  • National media exposure for the award-winning Chester Unlocked heritage project, increasing footfall into Chester city centre for six consecutive months (compared to 2014 figures)
  • Successful enhancement of the CH1ChesterBID brand online and offline, providing 24/7 support when required
  • Collaboration with key local organisations and stakeholders including Chester Racecourse, Cheshire West and Chester Council, Cheshire Constabulary and Chester University to help join up the dots on communications in the interests of the city
  • Engagement with key influencers to secure positive profile for CH1ChesterBID (including key journalists, bloggers and Twitter accounts)

“Lee and Gary have been amazing in terms of shaping the perceptions not only of CH1ChesterBID but of Chester city centre itself over the past year – moving us from quantity to quality outputs that are driving some really spectacular outcomes. Their creative ideas for new campaigns are always fantastic but I also know I can depend on them and pick up the phone whenever I need to. They’ve become important partners to all of us at CH1ChesterBID – and to many of our external partners…. the city has never had so much TV and broadcast coverage!”

 

 

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