Galashiels Heartland of the Borders – Shop Local Campaign

Galashiels shop local campaign

Background

In response to the COVID-19 pandemic, Energise Galashiels Trust sought to support local business owners during the challenging times by promoting each business.

Purpose

To plan, implement and evaluate an overarching campaign to promote the businesses based in key Galashiels locations.

Method

Phase one focused on securing the funding required to run a comprehensive off and online marketing communications campaign. An application was written and submitted to Scotland’s Towns Partnership. The maximum level of funding was secured.

Phase two focused on creating the assets required for the campaign including graphics, photography and business owner quotes for media releases.

Phase three focused on daily social media posting of the photos of each business owner at their business premises (those who chose to take part), monthly adverts in local print media and monthly media releases sent to local press.

Impact

Anecdotal feedback from Galashiels business owners suggests their business performance was stronger than anticipated at the beginning of the Covid-19 crisis.

Awareness and engagement with Energise Galashiels Trust also significantly increased as a result of the campaign.

Find out more about our Brand Development, Project Management and PR services here.