The Mall Blackburn is a shopping centre based in the heart of the community. Following a £66million redevelopment in 2009 management needed a PR company they could rely on to generate column inches through engaging content and unique ideas. A clear understanding of target customers, potential customers and stakeholders was imperative to the success of the campaign. Following five successful years ICG was asked to support The Mall on its social media platforms and is now solely responsible for strategy and content.
Huge investment in The Mall saw a rush of high street favourites arrive in Blackburn and ICG was tasked with spreading the word to increase awareness of everything the shopping centre has to offer.
With such a diverse range of shops, from multi-national chain stores to niche independent shops selling quality local products, there is never a shortage of stories to tell. In addition, forging and building relationships with local charities and community interest groups were also on the to do list.
The team also put in place social media objectives to create engaging content, promote retailers and events and increase followers and fans across the board.
A strategic plan to identify and meet current objectives is created each year, with emphasis on key shopping times and national events.
This was extended to include social media in 2015, which ensures a synergy in messaging online and in the media.
A regular fashion column in the Lancashire Telegraph, annual celebrity appearances at fashion extravaganzas, partnerships with stakeholders and charities, quirky campaigns to get people talking and round the clock crisis support are just a few of the elements that provide a real return on investment.
A relationship that started five years ago continues to go from strength to strength, with coverage almost every day of the year.
Strong relationships with local and regional media has seen print, radio and TV coverage increase every year and in 2014 more than £650,000 worth of cuttings were generated by ICG.
Management at The Mall were so confident in the abilities of the ICG team that they signed up for a social media contract in 2015, and follower numbers, engagement, impressions and reach has been on the up ever since.