CCBA exists to support Central Christchurch businesses and attract Cantabrians to work, live and play in the CBD. CCBA came to us to develop a place brand and content strategy that would re-engage their member base and bring locals back to the central city.
More member engagement: CCBA’s members were disengaged and unsure how CCBA could help their businesses. We conducted extensive research, including surveys and member focus groups, to identify barriers and develop a cohesive strategy. From this research we created a new programme to give CCBA Members a voice in the future of the central city.
Thanks to CCBA’s willingness to engage with their members and comprehensive content strategy, this delivered an 185% growth in email newsletter open rate and 5x increase in member event engagement.
More public engagement: The Central City is an exciting, evolving space, but Cantabrians - who had built new suburban shopping habits following the 2011 earthquake - didn’t know how much was on offer, and weren’t visiting the CBD. We created a new place brand and strategy for the Central City, presenting it as the "Centre Of It All." The vibrant new brand, supported by a content strategy that showcased all of the reasons to visit the Central City, drove a 93% growth in Instagram followers and 48% increase in Facebook reach. We leveraged cultural events, member-curated experiences and creative campaigns, alongside a robust social media presence, to cultivate a connected community where CCBA serves as a central voice.
More relevance: CCBA recognised the need for tailored communication for their internal and external audiences, so we revamped their online presence with two distinct websites and marketing approaches. One website, centred around the "Centre Of It All" brand, targets potential visitors to the CBD with vibrant visuals and messaging. The second website and communication strategy cater to CCBA members, focusing on fostering a sense of belonging and empowerment. Members can access resources, advocate for their interests, and engage in local business initiatives, tailored to their specific needs and objectives.
CCBA members welcomed the opportunity to engage with content that was relevant to their interests, and so did the general public. CCBA received a 114% increase in website engagement and 109% increase in YOY social media engagement.
