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Delivering a premium placemaking brand to increase business investment into Basingstoke.

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the brief

The Brief

Basingstoke and Deane Borough Council wanted to develop a brand to form a unique identity for their marketing activity and to attract new investment to the town and surrounding areas.

challenge

The Challenge

From the outset we knew that we needed brand endorsement from the stakeholders and the business communities already operating in Basingstoke. This approach provided valuable insight and engagement at brand launch.

The insight sessions involved a series of workshops and interviews. We took all the information we gained, added some further independent research to fill the gaps and used that to influence our creative. The insight told us that Basingstoke has always been ‘built for business’.

This resulted in our ‘B’ brand; inspired by the tech and digital communication that Basingstoke endorse. The supporting #BusinessBuiltIn strapline across social media also complemented the campaign.

We were further commissioned to provide designs for a new responsive website, a central hub of activity for business in Basingstoke. Social feeds, local news and events all stream into a waterfall design, producing fresh content on a daily basis, exposing the great business benefits of Basingstoke; that it’s a serious place to do business.

Our final stage of work involved the creation of a social strategy and campaign to further engage the business community.

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Basingstoke Business Built In branding and website
results

The Results

The website and brand have have already gained good traction and positive feedback within the local community. The social strategy has provided all the tools needed for the internal team at Basingstoke and Deane Borough Council to effectively manage their own social media accounts. The strategy is formulated around their core purpose of driving businesses to Basingstoke highlighting the hidden gems of the location while connecting businesses together.

The social strategy has proved a great success, with engagement levels increasing by 655.6% on Twitter within the business community.

Skills Used

  • content
  • insight
  • website
  • interface

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