Culver Square is an open-air shopping scheme located in the heart of Colchester town centre. Although the centre is the largest shopping centre in the town, because of its unique layout and lack of roof, it is difficult for shoppers to identify which shops form part of the shopping centre. The majority of visitors do not associate Culver Square as a shopping centre but as part of the town centre.
The challenge Toolbox Group faced was to position Culver Square as the front of mind and first choice for family shopping in Colchester through community integration, innovative events and campaigns, town centre partnerships and active retailer relations.
The idea was for Culver Square to be the number one choice for the shoppers of Colchester so developed ‘What’s on in the Square’ – the square acting as the central point/heart of Colchester where customers can shop, meet friends for a coffee and where the whole family can be entertained. Culver Square needed to be the go-to place for the trusted brands required, plus a fun experience for different members of the family. The heart of the community and central place for events taking place in Colchester town centre.
|Objective||Result 2018||Results 2019||Difference Y1||Difference Y2|
|Increase website visitors by 5% YOY||+13.16% YOY||+6.7% YOY||+8.16%||+1.7%|
|Increase social media followers by 5% YOY||+18.3% YOY||+5.2%||+13.3%||+0.2%|
|Drive social Media engagement up by 20% YOY||+71% YOY||+32%||+51%||+12%|
|Encourage over 3,000 people to engage with #inthesquare each year||3,350||5,562||+11.66%||+85%|
|Drive footfall at events increasing 5% YOY||+9% average event footfall increase||+13% average event footfall increase||+4%||+8%|