Working in partnership with local authorities and businesses to regenerate Bolsover
Sneak-peek at the services we provided
Research & Strategy
Following meetings with the steering group, thorough research was carried out with many businesses in and around Bolsover to gauge feelings. Many were concerned with the lack of footfall and its impact on their business and showed real apathy towards the council. Many said they had heard it all before and that, in the past, promises had been made which never came to fruition. Gaining trust was not easy; however, our saving grace to get everyone onside was that we were not council employees, so most were happy to give their views and commitment. This research highlighted many problems, but most revolved around people's perception of Bolsover as an old-fashioned ex-mining town with little to offer. From this feedback, it was clear that the Bolsover brand needed some TLC and, once refreshed, required it to be communicated effectively.
Following weeks of research, a strategy was drawn up and implemented to raise the profile, increase footfall and provide excellent information media.
Place Branding
Bolsover is a beautiful town steeped in history with some fantastic architecture. None more so than its tremendous castle and conduit houses. Walking around the village takes you back to days gone by, and the independent shops, pubs and cafes all add to a great day out. The problem was only a few people knew about it.
When we started to look at how to get the right tone and feel for a brand that would represent this feeling, we knew we had to stay true to the town's heritage. Various ideas were thrown around, but the historical link to the castle was the recognisable landmark of the town. Working on this consensus, a simplistic visual was created for the brand that perfectly aligned with the castle owners' English Heritage. Going with the obvious message 'Visit Bolsover' was clear and concise and represented the overall goal of getting more footfall to the town. It was now time to communicate.
Online
A new website was created incorporating the new ‘Visit Bolsover’ brand, combining upcoming event information, historical facts about the town, a business directory and a plan your visit section, with ideas on what you can do in and around the area. This provided a great resource tool for anyone planning a visit and gave a platform for all local establishments and businesses to promote what they offered. Links were formed with English Heritage and the National Trust to co-promote events taking place in the Bolsover District, and this proved to be a great asset, with over 18,000 new visits in the first year, resulting in 65% engaging in further onsite activities.
Event Support & Management
Expanding the market and bringing more events into Bolsover was a massive priority from day one. Our events coordinator, Jo Taylor, worked tirelessly researching potential food, craft and artisan traders with a vision to increase the participation of the regular monthly Artisan Market. Jo initially found around six traders who were prepared to commit; resistance was mainly because low footfall made it difficult for the traders to profit. It was clear that more marketing was needed to promote the market, so a concentrated effort was made via social media and banner promotions to advertise the event. As a result, footfall steadily increased month by month, and now the market regularly attracts over fifty stall holders, all making a profit. Other events we supported or managed included the Forties Fest and the ever-popular Bolsover Winter Festival, which incorporates the Christmas Lantern Parade.
Social & PR Support
A social media strategy was created and executed to raise awareness of the new website. All new events that were planned were promoted extensively in the lead-up to the event via social channels and through local news and magazine publications. Alongside general social marketing, individual businesses and participating stallholders were selected throughout the campaigns for direct promotion, shining a spotlight on their products and services. All this contributed significantly to the overall success in bringing people into town.
Design, Print, Signage
A complete refresh of all town signage was undertaken. New designs were drawn up and produced, and a series of interpretation boards were erected at all historically interesting points throughout the town. In the lead-up to planned events, signs and promotional banners were created and erected on the periphery of Bolsover and in neighbouring areas, which proved very effective in bringing in larger audiences for each event.
Video Production
A series of animated videos were produced on social media channels, promoting the Forties Fest, the Artisan Market and the Christmas Market.
Photography
Extensive photography sessions created professional images for use across all media channels.
Goals
Place branding modernisation, making it appealing to potential visitors both locally and further afield.
To create a new website showcasing attractions in and around Bolsover. This should also promote businesses' eating establishments and accommodation providers, making it easy for potential visitors to gain information should they wish to visit.
New signage should be created, particularly around the town, incorporating more historical facts that could be used on the town's many walks.
As Bolsover was once famous for its market, this should be a point of focus and leveraged to create events around this part of the town.
Raising the profile of Bolsover via social media channels will help reach audiences both in and outside the district, increasing the potential for more visitors.
Results
Distinctive place branding that hints at the town's historical heritage instantly makes Bolsover more recognisable to its targeted audiences.
A new website delivers clear information with abundant things to do and discover. Eateries and accommodations are easily found and navigated, and a separate business directory provides an excellent platform for local companies to advertise their products and services.
From April - October, a new Artisan Market stands in the market square, attracting in excess of 50 stall holders, and this is growing year on year. This has significantly increased footfall in the town, elevating business revenues substantially.
New interpretation signage can be seen around the town, providing information on all the historic sites and places of interest. Visitors seeking historical facts can now plan a day in and around Bolsover easily, making the whole experience more visitor-centric.
Effective social media marketing has and continues to connect Visit Bolsover to a broad audience. Animated videos and topical content have increased the town's previous website reach by 229%, creating an additional 812,000 impressions and a 130% uplift in post engagements. Artisan stallholders are consistently thrilled by the increased publicity the new social posts created.
Adverts and advertorial content feature regularly in local magazines and publications, promoting events, businesses and the town in general.
As a result of our combined efforts, Bolsover is definitely on the up and bucking the nationwide downward trend. This can be seen by the increase in new businesses attracted to the town, especially from the likes of national brands like the Card Factory and Domino's.
"Following the concentrated efforts to promote the District of Bolsover, it's great to see that all your hard work is reaping the rewards.
The Artisan markets are thriving, bringing in many more stallholders and visitors alike. The area is definitely heading in the right direction, and a good portion of that success is down to Creativefive.
Thank You!
Great service"
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