Worcester Business Improvement District (2009 – present)

Elements of mix

Consumer research, marketing strategy, brand strategy and creation, communications planning, campaign development, creative design, public relations and events support, email communications, stakeholder relations, print collateral.

Summary of work

Since helping the Worcester BID (Business Improvement District) team secure sufficient local business support to launch a BID with our striking “YES” campaign, Severn has gone on to work with the Worcester BID create a cohesive and clear strategy and brand position.

Involving many months of in-depth desk and primary research, our task was to get inside the head of the city’s consumer audience and find out exactly who the audience is and what this audience thinks of the city’s offer in order to pinpoint how it might, collectively, be encouraged to re-engage with the retail and leisure aspects of Worcester.

Underpinned and informed by this research, Severn created the shop eat play | live Worcester brand positioning and has since gone on to evolve this into a clear, rational and succinct communications plan incorporating direct communications, digital, outdoor media, events and PR activity.