Through the power of social media, we revitalised the town’s reputation.
Rochdale has a reputation. Old, tired, worn down, and overshadowed by Manchester city centre only a few miles away. But if you take a closer look, you will find Rochdale, filled to the brim with historic locations, diverse restaurants and some of the best real ale in the country, is a truly great Manchester town that’s waiting to be rediscovered.
As part of its ‘Alive After Five’ campaign, the council needed to prove this and inspire people to head in for food and drink in the early evening, and show just why Rochdale is a real revelation.
Social media was the best way to spread the word. With people jumping on Twitter, Facebook and Instagram on their way home from work, it was the perfect platform to grab people’s attention at the right time: just when they’re ready to shake off the shackles of the working day.
We took a two-pronged approach focused on organic and paid. For the paid, we prioritised Instagram and Facebook. Pictures speak a thousand words, so the visual nature of Instagram gave us the chance to make a strong and immediate impression. Meanwhile Facebook’s broad demographics allowed us to tap into a wide audience of differing ages.
When it came to targeting, we took a few tips from our GCSE geography classes and pulled out our maps to work out the kind of catchment area we were dealing with. Would people from Milnrow want to make the effort to head into Rochdale town centre? Would the fine folks of Bury have their heads turned by another town when they have their own attractions to visit? These and many more questions were answered as we got under the skin of Rochdale’s residents.
But meticulous targeting is nothing without the right visuals. Keen to get the best photography possible, our creative team donned their DSLRs and headed into Rochdale to take pictures of everything from the town hall to the tuna melts. Once the shoot was done, we edited the pics and created colourful ‘Alive After Five’ overlays that made the town and everything in it shine. Regal Rochdale looked resplendent!
Around this creative sat copy that took a tongue-in-cheek tone of voice to reflect the typical Manucunian humour. Bright, honest and fun, it allowed us to create a brand personality that felt warm and friendly, a brand that’d invite you in for a brew and not judge if you tried to scrounge a biscuit.
In line with the goals of the ‘Alive After Five’ campaign, posts were designed to drive interest in the pubs, bars and restaurants, but we also posted trivia, history and fun facts to break up the more salesy posts and get the people of Rochdale to feel proud about who they are and where they live.
We’ve been delighted by Neon’s work in promoting the town centre’s growing offering. Best of all, their work was completed quickly and to a very high standard. We couldn’t be happier with them.
Old? Tired? Worn down? How about youthful, energetic and bursting with life? Our work helped boost followers and engagement across Twitter, Facebook and Instagram, leaving Town Centre Manager Paul Ambrose delighted.
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