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Choose Coalville

North West Leicestershire District Council is working to regenerate and build confidence in its town, Coalville. The council wanted to bring together organisations, groups and individuals in Coalville to improve what the town has to offer and help increase footfall and spend.

We worked with the Council, key stakeholders and the wider community to develop in-depth insight into the strengths, opportunities, issues and challenges. We used this understanding to develop a new campaign ‘Choose Coalville’ to help build a community-led project, with the support of the Council, to regenerate the town.

Results: We developed a new visual identity, key messages and toolkit for the Council and partners to use within all communications. Key stakeholders commented ‘What a fabulous identity. I would like to use this.’ ‘I love the branding’ and ‘I think it all looks great.’. We also developed marketing collateral to showcase the town’s activity, raise understanding and support for the project and foster engagement in future activities. This included the development of a new website which receives hundreds of visitors each month, generating thousands of pageviews (407 users and 2,123 pageviews in its first month). We revised existing and developed new social media channels, generating over 200 new followers and vastly increasing engagement. We also developed a new town guide and promotional materials such as banners and posters and supported partner activity. We produced guides and recommended activities to ensure continued momentum of the project and implemented metrics to allow for the monitoring and evaluation of activity. We also supported a number of partners’ project to help improve the town’s offer. This resulted in the first Colour Run being held in the town and selling out with 500 runners taking part.

Choose Coalville has been extremely positively received within the community to date and further activity is currently being implemented.

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