Activate destination marketing boosts South Street Capital retail parks
Working across four South Street Capital-owned and Workman-managed retail parks, Activate has boosted social media engagement, and worked with the owner to support footfall, sales, and customer engagement, aiming to enhance the local visibility of the retail park.
Emma Henson, Place Marketing Manager at Activate, Workman’s Placemaking team, said: “We have seen positive outcomes over the past 18 months, and are excited to collaborate with the client and Workman property managers at South Street Capital’s retail parks to generate a consistent level of engaging content, through special promotions, seasonal offers and unique initiatives.”
South Street Capital has instructed Activate to provide destination marketing activity, which encompasses seasonal giveaways throughout the year, promotes local events and those of retailers on site, and uses updates on the parks’ social media channels to increase awareness and reach. To deliver this, the Activate team also utilises paid media to increase audience reach, resulting in a wider base for retailer content.
What’s the impact so far?
Activate’s Destination Marketing service has positively impacted the South Street Capital retail park portfolio to date, with a combined digital reach of 211,680, engagement of 20,424, and 10,190 website visits.
Broken down at each of the four sites, here’s what’s been achieved:
Reach: 31,102 people in 2023
Engagement: 974 engaged users on social media content – liking, sharing and reacting to posts.
Followers: 637 across social media channels
Website visits: users increased 66% over the past quarter and continue to rise.
Ashton Retail Park, Ashton Under Lyne
Reach: 12,000 people in 2023
Engagement: 600 engaged users on social media content – liking, sharing and reacting to posts.
Followers: 200 across social media channels
Website visits: users increased 23% over the past quarter and continue to rise.
Reach: 17,231 people in 2023
Engagement: 1,070 engaged users on social media content – liking, sharing and reacting to posts.
Followers: 135 across social media channels
Website visits: users increased 66% over the past quarter and continue to rise.
Blyth Valley Retail Park, Blyth
Reach: 17,915 people in 2023
Engagement: 1336 engaged users on social media content – liking, sharing and reacting to posts.
Followers: 181 across social media channels
Website visits: users increased 16% over the past quarter and continue to rise.
What’s next?
The Activate team have planned giveaways on social media during 2024 to raise awareness of the retail parks’ social media channels, where regular retailer content is posted to promote occupiers.
Throughout the year, one of our Activate team will be visiting each retail park, as we continue to promote local events to create community-led social media accounts, increasing our follower count and reach of occupier brands.