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Client Focus: Bournemouth Town Centre BID
Project

The Client

Background
  • TOWN CENTRE BUSINESSES
  • NOT-FOR-PROFIT
  • IMPROVING THE TOWN
  • SERVES FIVE YEAR TERMS
THE BOURNEMOUTH TOWN CENTRE BID AIMS TO INCREASE FOOTFALL IN THE TOWN CENTRE AND BOOST THE PROFITS OF LOCAL BUSINESSES.

The Bournemouth Town Centre BID is a not for profit company with a board of directors made up of representatives from local levy paying businesses. During its first five year term, the BID invested over £3 million in improving the town centre. In 2017 the decision to renew the BID for the a further five years was put to the local business community.

The Brief

Our Objectives
  • ENGAGE LEVY PAYERS
  • HIGHLIGHT PREVIOUS TERM
  • ENCOURGE A ‘YES’ VOTE
  • RENEW THE BID
THE BOURNEMOUTH TOWN CENTRE BID APPROACHED DARREN NORTHEAST PR DURING THEIR RENEWAL YEAR TO ASSIST WITH THEIR CAMPAIGN AND ENCOURAGE A YES VOTE FROM LOCAL BUSINESSES

To encourage a YES vote, we generated a significant amount of editorial in key local publications prior to the ballot. Regular and targeted editorial was used to reach out to the local business community. We also distributed invites (to BID funded events) to local companies, business leaders, ‘movers and shakers’ and prominent people in the local community – focussing solely on town centre businesses.

Our activities sought out decision makers in the geographical area, engaged with them and informed them of the valuable work done by the Town Centre BID over the past five years and their planned future investments.

The Results

Award-winning success
  • EXTENSIVE EDITORIAL
  • ‘YES’ MAJORITY VOTE
  • BID RENEWED FOR SECOND TERM
  • FIVE MORE YEARS OF INVESTMENTS
IN 2017 DARREN NORTHEAST PR ENCOURAGED BOURNEMOUTH’S TOWN CENTRE BUSINESSES TO COLLECTIVELY INVEST IN PROJECTS AND SERVICES WHICH WILL IMPROVE THEIR OWN TRADING ENVIRONMENT.

Following the intensive campaign, the majority of ratepayers in the BID area voted YES in favour of renewal proposals. They represented an aggregate rateable value of 89%, with the total number of YES votes standing at 78%. This resulted in the Town Centre BID being renewed for a further 5 years. They will now be investing a further £3 million to help raise the profile of Bournemouth’s Town Centre, increase footfall and bring in more customers.

The Testimonial

“I am absolutely delighted by the success of our renewal campaign. Uniting the business community, we can now bring forward a whole host of new and exciting business improvement initiatives in Bournemouth over the next five years. The work carried out by Darren Northeast PR undoubtedly contributed to our success.”
Paul Kinvig, Bournemouth Town Centre BID CEO