March 2017 saw the asset team for Castle Quarter, then called Castle Mall, appoint Toolbox Marketing to work with them as outsourced marketing on creating a vision and strategy to turnaround the performance of the centre.
Castle Quarter was then a struggling centre with many challenges: a large number of empty units; high walk-through traffic; negative perceptions; lack of fashion offer delivering critical mass; no dominant category within tenant mix; stronger retail offer available elsewhere in the city; massive competition; and the threat of the loss of major retailers with lease expirations.
However, within less than a year the new strategy has been fundamental in reversing fortunes with footfall and sales increases beating targets and bucking national trends. Perceptions have been transformed and local engagement positively increased by over 600%.
#alwaysareason is an example of how marketing can really drive value through a strong and more relevant brand that can be flexible through a period of evolution but deliver results from day one.
The how: –
- Create clear positioning: a strong personality and atmosphere together with community engagement – be something to our shoppers and the people of Norwich. To do this Toolbox created the strategic umbrella brand essence of #alwaysareason and then used this to create and communicate new and existing, inspiring reasons to visit Castle Quarter. This was all linked back to the retail offer as a strong platform from which to tell a relevant and inspiring story
- Build loyalty with our core value shopper groups (families and students) as a strong value and entertainment destination through targeted category marketing, inspiration through our #alwaysareason
- Create more and new reasons to stop at Castle Quarter among the more affluent comfortable communities by improving perceptions, highlighting the potential of the offer and offering more, better experiences
- Work with the asset team on leasing strategy to support the foregoing and to use the new casual dining area, Timberhill Terrace to start changing perceptions and behaviour
Making it measurable
|Sales increase of 2%||+2.32%||+0.32%|
|Footfall increase over +1%||+1.15%||+0.15%|
|Increase retailer engagement by 50%||+65%||+15%|
|Kastle Kids membership 100 new members per event, 14 events = 1400||1,742||+24.4%|
|Social media followers +5%||+11.7%||+6.7%|
|Social media engagement +25%||+52.2%||+27.2%|
|Average reach per month 100,000||671,408 per month||+671%|
|Annual PR EAV £25,000||£171,1236.05||