Case Studies
Guildhall Shopping Centre www.guildhallstafford.com
Summary:
- Two three month campaigns (May-August and October-December 2010)
- 12 press releases
- Featured in 22 different titles – one of every 10.6 targeted
- COVERAGE WORTH £27006
- FOOTFALL UP 6%
- Additional help: building Twitter following, gathering press cuttings
We were commissioned in April 2010 to help the Guildhall Shopping Centre raise its profile in the Staffordshire media – primarily in the Stafford Express & Star, Stafford Post and Staffordshire Newsletter, and also further afield if possible.
Centre managers wanted to attract more shoppers from Stafford and the surrounding towns and villages, and also from larger urban centres such as Stoke-on-Trent and Wolverhampton.
We were also asked to increase the centre's online presence, on social networking sites like Twitter and other websites.
We have since run two very successful campaigns, generating coverage in four newspapers, one magazine, two local radio stations and 15 websites.
This coverage has been worth £27006, in terms of the equivalent cost of advertising – more than 13 times their investment!
On Twitter we have generated a following of 277, all based in the Stafford area.
The coverage helped to increase footfall in the centre by 6% to a total of 2.61m in May, June, November and December – up from 2.46m in the same four months from 2009.
Alongside this we provided an important press cuttings service, to enable the centre to gauge how much they were being featured by the local media, both through the work we had done and the coverage organised internally.
