The Baytree Shopping Centre has been a crucial part of the town centre for Brentwood shoppers for a number of years, with its wide range of stores surrounding a central café hub and thriving fitness centre on the second floor.
The centre management recognised the importance of captivating the local community and wanted their shopper to have a better shopping experience, both on and offline.
Focusing on smarter marketing
In order to grow its reputation as the heart of shopping in Brentwood, the centre management team identified that, in order to achieve this, they would need to seek out a marketing agency.
OnBrand were thrilled to be appointed in January 2018 as the outsourced marketing agency for the Baytree Centre. Specialising in smart marketing using customer knowledge, OnBrand creates and delivers the Baytree Centre marketing strategy across all channels: digital, social, audio and events.
Working very closely with Dan Foley, the Baytree Centre Manager, OnBrand delivers a ‘joined-up’ approach to marketing.
Our experience-led marketing programme covers all touchpoints on the shopper journey: from poster advertising space to email marketing, PR and social media engagement, to excite customers with competitions and events.
‘We’ve seen a significant increase in our online presence, developed encouraging relationships with a number of our retailers who help support our marketing activities and held a number of successful events which received positive customer feedback’ – Dan Foley, Centre Manager
Delivering successful campaigns
Since working with the Baytree Shopping Centre, OnBrand has delivered a number of thriving community engaging campaigns with success stories across all marketing channels:
- Valentine’s Day social media saw a rise of 56% engagement during February thanks to our event, online competition and retailer offer activity
- Pre-promotion of our Mothers’ Day and Easter Activities drove April Facebook followers up by 300%, as well as increasing our reach by 150% talking to over 5,000 local shoppers
- Dedicated April Twitter activity saw page impressions grow by nearly 4,000, reaching over 17,000 in one month, an all-time high for this channel
Building the future customer experience
With exciting developments coming soon to the centre, we are delighted to be collaborating on the 2019/20 marketing strategy for the Baytree Shopping Centre. Our approach is to provide a continued balance of customer retention & customer acquisition activities, developing a whole host of new ideas to be delivered across digital, social, audio and events.
