MARKETING, PROMOTION AND EVENTS
SPEND OVER 5 YEARS £365,000
There’s already a lot going on in Twickenham Town and we’re going to make the events you like bigger and better. This is our opportunity to tell more people about them, and provide you with more opportunities to get involved.
- CREATING AN IDENTITY
The BID will create an instantly recognisable Twickenham Town brand to be used in all BID projects and services. This brand will help to expand and maximise visibility, giving Twickenham Town businesses the coverage they deserve. The brand will also be pushed via direct marketing to customers both within and outside of the BID area.
- IMPROVING CURRENT EVENTS
You told us that there is already a lot going on in Twickenham, and in particular you love the Christmas Lights Switch On, the Al Fresco Dining Event in Church Street and The Twickenham Festival. The BID will contribute more funding to these events so that they can become bigger and better, allowing us to showcase and celebrate our businesses to a wider audience and create more opportunities for you to become involved.
- MANAGING THE EVENTS CALENDAR
The BID will work with all the various organisations and groups in the town to help promote and manage both existing and new events via the introduction of a comprehensive town centre events calendar.
- KEEPING SPEND LOCAL
You are concerned about the number of your customers who are shopping elsewhere instead of in Twickenham. The BID will help ensure our local residents know what is on offer on their doorstep.
In addition, we have a large number of people who work in Twickenham everyday and we’re home to a large student population. The BID will introduce new promotions targeted at these groups and will help better market existing promotions (e.g. RichmondCard) to promote our businesses to these as yet untapped customers.
Finally, in 2015 Twickenham will play host to the Rugby World Cup and we will see more visitors to the town than ever before. The BID will help all businesses work as a collective and will create targeted marketing and opportunities to bring spend into the town centre.
- INTERNET AND SOCIAL MEDIA
The BID will deliver a comprehensive website with directories listing all Twickenham businesses. You have told us that it is key to your business that customers receive relevant and up-to-date information via email, text, Twitter, Facebook, local apps and social media in general. The BID will also facilitate this.
ATTRACTIVE, SAFE & WELCOMING.
SPEND OVER 5 YEARS £325,000
You have told us that you feel the town is generally clean and safe but that there are some areas and times when a little bit something extra is needed. An attractive, welcoming and safe Twickenham Town Centre is the goal.
- INTRODUCTION Of AMBASSADORS
A team of dedicated town centre ambassadors will welcome visitors to Twickenham Town Centre and be the eyes and ears of the BID. Their role will be to communicate to business all that is going on,
to work as a quick response unit to any problems which may arise (such as graffiti and petty crime) and to enhance communication between the police, businesses and the local authority. Perhaps most importantly the ambassadors will help create a sense of community within the town centre.
- HOT SPOT CLEANING
A dedicated hot spot cleaner, funded by the BID, will provide an on-call rapid-response cleansing service for businesses in the BID area. The cleaner will also target hot spots, graffiti and high-traffic areas. This service will be in addition to current Council provision.3
- FLOWERS, BANNERS AND FLAGS
You love the hanging baskets and festive flags. The BID will ensure
these projects continue to grow over time to benefit and beautify the entire town centre.
SPEND OVER 5 YEARS £175,000
- CLARITY OF CAR PARKING INFORMATION
Throughout the consultation, it became clear that many of us do not know the car park tariffs and often are unsure of which car parks can be used. This is easily addressed.
The BID will:
• Work with the local authority to review the current car park signage and make changes and recommendations where necessary and feasible.
• Publicise which car parks are available for which purposes, and where they are located.
• Ensure that information on car park pricing is transparent and easy to find, allowing our customers to get the most out of their visit to Twickenham
• Make information available via the town centre website and also on the mobile app.
The RichmondCard, amongst other services, provides free and discounted parking offers to residents of Richmond Borough and is a great asset for the town centre. We will utilise this tool and boost marketing and promotion of it as another value-offer for shopping in Twickenham by promoting
the card more thoroughly to residents and lobbying the Council to extend the services offered to businesses.
With all the events and marketing we’re going to be doing, we need to make sure that visitors can park easily and affordably. The BID will work with the local authority and businesses to deliver parking incentives, doubling the attraction of coming into Twickenham. Other BIDs have had success with ‘Free after Three’ or ‘Alive after Five’ type promotions and the BID will work with you and our customers to ensure we find the best solutions.
CONNECTED AND REPRESENTED
SPEND OVER 5 YEARS £230,000
You told us that you are concerned about the mix of businesses in Twickenham Town Centre and the number of unattractive empty units. Further to this you have told us about the rising cost of doing business, in particular business rates as well as increased expenses for utilities, trade waste collection and the like. You want opportunities to better unite business interests and make doing business easier.
- DRIVING DOWN COSTS
The BID will provide exclusive offers to reduce business costs via centrally procured contracts on trade waste, recycling and insurance. By working together, we will be able to save money and time whilst receiving a high level of service from contractors. We will also work with independent specialists to ensure that your business rate liability is fair and at its lowest.
- SUPPORT AND ADVICE
Working with existing bodies such as the Chamber of Commerce and ROCBaSE, we will deliver a series of workshops and seminars to promote networking and business mentoring for businesses within the BID area. Additionally, we will work with incoming businesses, as well as existing businesses that want to grow, to ensure that we foster and encourage a better and higher quality operation.
- WINDOW DRESSING
Vacant units, empty storefronts, and locations undergoing renovation will be ‘dressed’ with signage promoting Twickenham Town Centre. This will help to maintain an attractive appearance, promote the Twickenham Town Centre offer, and foster a sense of civic pride in our town.
COMPETING FOR THE FUTURE OF TWICKENHAM
SPEND OVER 5 YEARS £75,000
Every town centre is changing and Twickenham is no exception, not just because of the economic climate and the way people are using town centres today, but also because of the massive redevelopment that is underway. Twickenham is about to take a significant step forward,
and we want to leverage that.
- WORKING FOR YOU
By forming a BID, we will be a collective voice of 500 strong businesses that will have representation and input into all that is happening and due to happen in Twickenham Town Centre. The BID will act as a powerful lobbying group to ensure that the needs of businesses – operational and otherwise – are represented, and that planned projects are good for the town centre and fit into its aspirations. This will be your BID, and it will work in your best interests where you need it to.
Working with local agencies, we will ensure that on ‘hot button’ issues such as car parking, licensing and policing, we can present coordinated, well researched and powerful contributions that influence positive changes.
Twickenham is the home of rugby and with that comes a significant surge of traffic and pedestrians at certain times of the year. Historically, this activity has not been well connected to the town centre offer, but we hope to change that by creating better connections between the stadium and town centre businesses to leverage the opportunity that stadium events bring. We will work constructively with the Rugby Football Union, the police and LBRuT to ensure that we develop opportunities together, and that the needs of the town centre business community are fully taken into account.