Leeds Corn Exchange Uncaged PR Campaign 2010 - 2011 Ptarmigan Academy Pitch Leeds Corn Exchange

Leeds Corn ExchangeUncaged PRCampaign 2010 - 2011Ptarmigan Academy Pitch

LeedsCornExchange

Leeds Corn ExchangeUncaged PR

The Uncaged PR Team:

Aimee ClarkClaire Thomas

Andrew DaviesNatalie Torbett


Previous Clients:


The Challenge:

To develop a three-month PR campaign for the Leeds Corn Exchange to increase footfall, reputation and online presence.

Budget:

£10,000


What’s Required:

A creative PR campaign that will restore the reputation of the Leeds Corn Exchange over a period of three months.

Key Messages:

• The Leeds Corn Exchange has been reinvigorated by the influx of some of the most unique independent traders from Yorkshire and is now ready to once again become the heartbeat of the Leeds shopping experience.

• It is not only a place to shop and eat but also a fantastic venue for cultural events.

• It has repositioned itself as one of the most fashionable places to be seen in the city.


Research:

To get an idea of where we stood, we decided to look at:

• the current online reputation;• what the people of Leeds thought of the Corn Exchange;• current PR campaign work; and• recent media coverage.

How we did it:

•Using social media, we held a number of discussions and online polls

•Face to face interviews with shoppers and shop owners


Online poll:What we asked:

What would make you visit the Leeds Corn Exchange?Voters were able to select four of ten options.

Results:

Special events e.g. Film nights, vintage fairs 74% Independent traders 64% Restaurants 64%Small bars 64%Music outlets 35%


Online poll:Further analysis of results:

High streets shops14% (4/42)

Specialist retailers e.g. Tattoo parlours, extreme sports shops14% (4/42)

For the design and architect of the building14% (4/42)


What we found:Common themes:

Confusion• The Corn Exchange is closed• It’s a food emporium now• There are no shops

Perceptions• Too expensive• No variety

Position• Too far outside main shopping arena• Teenagers hanging around outside the Corn Exchange putting off visitors


Key observations:

Although the Corn Exchange is under new management, there are still people who feel bitter about the Zurich takeover.

There are a number of negative newspaper publications and online petitions.


The Target:

20-35 year old men and woman (ABC1)

- Students- Young professionals- Affluent- Leeds traders

Location:

Our focus will be on shoppers within the Leeds community but we will also consider tourists and visitors to the city.


Campaign objectives:Short term and long term

1) To raise awareness of the Corn Exchange, as many believe the centre is closed or a food emporium.

2) To increase the footfall of shoppers and diners.

3) To improve the reputation of the Corn Exchange within the local community and local press.

4) To improve the online presence of the Corn Exchange.

We have given each objective a number so during our campaign ideas we can demonstrate how they will be executed.


What we aim to achieveTo re-launch the Corn Exchange as one of the most cultural and

fashionable places to be seen in Leeds

To achieve at least eight pieces of coverage in local and regional press titles, such as the Yorkshire Post, the Leeds Guide, Beyond Leeds and regional news/radio broadcasts during the period of the campaign

To achieve at least one piece of national coverage during the time period of the campaign

To create links and partnerships with the local Leeds community

To raise awareness among Leeds traders of the potential of trading in the Corn Exchange.


Campaign:

It’s Your Corn ExchangeA little something for everyone

Leeds Corn ExchangeUncaged PRIt’s Your Corn Exchange

Concept one:The Grand Re-opening

A grand opening to be held in early December.

What it will include:

- Carol singing service with the Leeds City Choir- Celebrity ribbon cutting- Optional sing-along with a large projector displaying the lyrics to famous Christmas carols- Shops stay open late during the service- Invite stalls from the German Market and Vintage Fair- Free gift wrapping service

‘Christmas shopping spree’ - Every ticket bought enters the buyer into a prize draw for a £200 gift voucher. Available to spend in any Corn Exchange shop or food outlet.


Concept two:Promotion/ marketing


-½ mile procession through main shopping arena ending at the corn exchange steps - a spectacle including traders as well as local dancers, musicians, actors -Distribution of vouchers allowing shoppers to collect free sample/ discount when they visit-Encourage local taxi firms and hotels to advocate the Corn Exchange to visitors and tourists-Demonstrations/ exhibitions of products and services


Concept three:Events and partnerships


- Create partnerships with local cultural organisations

- Hold a range community orientated events, such as; ‘Girl’s Nights In’, Cinema evenings and Speed Dating

- Exhibitions of work by established Leeds artists as well as new up and coming artists from local art institutions

- Historical talks held by local historians on topics related to Leeds and Yorkshire

- Preview theatrical performances


Concept four:Social Media


-Christmas jingle: Viral marketing-Develop and improve the current Facebook page-Set up Twitter - Flickr competition – invite people to take photos (professional and amateur), in and around the Corn Exchange. The winner will have their photo displayed in Leeds Art Gallery. -Encourage each shop to set up their own blog-Celebrity Endorsement


Budget: £10,000

Activities Expenses

Grand Re-opening = £2,000AV & prop hireCelebrity appearance/ Town MajorPhotographer

Promotion & Marketing = £1,000Production & printing of marketing materialsHire of promotional staff ‘Shopping Spree’ competition prize = £200

Follow-up Events & Partnerships- Film Nights x 3 = £500 (£2.50 per ticket ) = £1500-‘Girls Night In’ Event = £1000 - £10 per ticket

Grand Total = £ 5,700


Timeframe:

November

•w/c 15th •w/c 22nd •w/c 29th

December

•w/c 6th •w/c 13th •w/c 20th •w/c 27th

January

•w/c 3rd •w/c 10th •w/c 17th •w/c 24th


Evaluation techniques:

Measured increase in public awareness:- conduct surveys

Determine the increase in the number of shoppers and diners:-monitor sales over the course of the campaign -number of vouchers used/ samples claimed-number of participants in competition

Improved reputation within local press :-review media mentions in the print and online-look at content, value, circulation/reach of message


Evaluation techniques cont:

Online tracking:-monitor number of hits on website -followers on social media pages -review blogs – content and frequency

Audience attitudes:-revisit our online pole and discussions to determine how opinions/ perceptions have changed-visitor log where shoppers can leave comments about their experience

Documents

Leeds Corn Exchange Uncaged PR Campaign 2010 - 2011 Ptarmigan Academy Pitch Leeds Corn Exchange