Acer worked closely with the Llangefni Social Enterprise board, running workshops to understand their objectives, their communications, their target audiences and what success would look like.
We engaged retailers, commencing with market research to understand what previous marketing activities had been run collectively in the town. We assessed the retailers’ perceived value in terms of increased business and footfall. We introduced a shopping scheme designed to support cross fertilisation across participating retailers and highlight the wide variety of traditional and modern products and services available in the high street. Delivery included point of sale material, and promotional posters across community venues. A social media campaign drove traffic to a website allowing people to sign up for discounts and newsletters featuring Llangefni retailers. Customers could sign up to the scheme either in-store or online. This generated valuable customer information to allow retailers, to design attractive propositions and promote at appropriate touchpoints in the customer lifecycle.
Local media coverage was generated through a series of in-town events including street entertainment to encourage footfall movement throughout the town. This was integrated with a Welsh Government high street initiative, to generate national media coverage including broadcast media. All communication was delivered in Welsh and English.