Social Media Campaign
Worcester Business Improvement Districtis a not-for-profit organisation geared at improving trading conditions for the 669 businesses in Worcester City Centre that contribute a BID levy in support of its initiatives. The BID delivers projects that help drive visitors to Worcester, ensuring it remains the ideal place in which to shop, eat, play and live, year-round. Suffering from severe floods in early 2014, Worcester BID needed an immediate and engaging way of communicating that, despite national media reports of being ‘on lockdown’, the city was in fact very much open for business.“Our social media specialists took the BID’s existing #open4business message and built a hard-hitting campaign around it, on and offline,” says Severn director, Sue Bown. “Over a two week period, our proactive media program countered any negative messaging by spreading the word that, come hell or high waters, Worcester BID and its member businesses were standing strong and united.” Twitter activity, including leveraging the power of #Worcestershirehour networking and taking BID Street Rangers out to take photos of business owners and staff and create rich online content, fuelled wider media coverage. “The media saw businesses harnessing the potential of Twitter to such an extent that the campaign itself became newsworthy, featuring in regional and broadcast media including Sky News, BBC Five Live, BBC Midlands Today, ITV Central News and Free Radio.” Social media shopper competitions ensured that once the flood waters had receded, shoppers were encouraged back into Worcester for the crucial weekend sales period.