JUNE 2020 COMMS PLAN a communication and marketing plan for the re- launch of lower marsh market COMMS PLAN // JUNE 2020 0 2 INTRO
For many small businesses and sole traders, Covid-19 has brought about high levels of uncertainty, confusion and economic instability. Going ‘back to normal’ is not an option, and we – Lower Marsh Market - cannot simply ‘pick up where we left off’ pre-pandemic.
Lower Marsh Market has taken the decision to open its doors on Monday 15 June, with the support of Lambeth Council. We want to promote our traders, and the market at large, by informing the general public that we are back, while remaining sensitive of government guidance on public health and safety.
When promoting messages in the immediate future, we must be mindful of our audience and ensure we're targeting appropriate sectors i.e. local residents, keyworkers and retail workers. When large offices begin to reopen (September seems a wise time to reassess), we must impose a shift in our comms and promote the market as a safe, and exciting lunchtime option to office workers.
With the trading landscape everchanging and the implementation of safety measures of paramount importance, our communications strategy must walk a delicate tightrope of sharing the love, creating a buzz and acting responsibly. With the very real threat of a second wave of infection, we must remain flexible and quick to think on our feet at all times. COMMS PLAN // JUNE 2020 0 3 PHOTOGRAPHY & VIDEOGRAPHY
UPDATED IMAGE BANK (TO BE SHARED WITH TRADERS) PROMO VIDEO LSBU TO RE-VISIT THE MARKET LATE AUGUST/EARLY SEPTEMBER TO UPDATE BANK AND CREATE NEW FILM
RIGHT NOW:
Creative agency, Hudson Fuggle, will attend the market W/C 15 June to capture a variety of images of the ‘new’ market (shots to include trader set-up, safety measures, traders serving customers, plus area shots). Traders will be informed of confirmed date in advance via email, and Eshan will remind them on the day. We are aware that the market tends to be busier towards the end of the week, and so – weather permitting – we are working tentatively towards the end of the week. If traders are amenable, we would also like to create mini video clips, in which they’ll explain why they’re happy to be back/how much they have missed their customers. These will form a part of a promo video for the market.
This content will be shared with traders, and will be released across WeAreWaterloo and Lower Marsh Market streams. These updated images should serve to remind people that Lower Marsh Market is a safe place to visit, and that support for small business is vital – now more than ever. COMMS PLAN // JUNE 2020 0 4
WHAT NEXT?:
In August/September, Lower Marsh Market will proceed with pre-pandemic plans to enlist the regular assistance of London South Bank University to attend the market (quarterly) and ensure our image database is updated. We have also booked a film producer from the University to attend the market at the same time; we hope that an August/September lead time will allow us to showcase a more bustling market in the heat of London's summer.
We will regularly refer to government guidelines when instructing our external contractors, and ensure imagery and video content reflects measures in place. COMMS PLAN // JUNE 2020 0 5 SOCIAL MEDIA AND NEWSLETTERS
RESUME PRE-PANDEMIC POSTING FREQUENCY 100% INCREASE IN AD BUDGET ROLL-OUT OF REVAMPED MONTHLY NEWSLETTER RIGHT NOW:
The imagery captured by Hudson Fuggle will be shared across LMM social media channels (three posts per week across Instagram, Twitter and Facebook), with £100 per month dedicated to paid promotion. This is a 100% increase in social media advertising spend for the market. Equally, WeAreWaterloo will dedicate June and July’s rich media allocation to Lower Marsh Market (production of video), which will be shared to their channels. We will also re-allocate a portion of WeAreWaterloo's advertising budget for June and July (a total of £200) towards promoting the opening. Posts in June and July will feature a variety of trader spotlights (lockdown heroes), customer re-grams, product and area shots – we will actively ensure that we’re engaging with customer comments, and answering any queries in a timely fashion. We will also explore running an NHS discount campaign, market wide.
WHAT NEXT?
As restrictions ease, we will explore a variety of campaign ideas to encourage more and more people back to the market, including reinstating events such as LMM Lates, live music/outdoor entertainment) to feature. We will share a dedicated marketing plan for any events, which traders will be encouraged to help mould.
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We have redesigned a B2C newsletter in keeping with the updated Lower Marsh Market branding designed by YoYoPop. This currently has a relatively small subscriber list (88 email addresses), with an impressive open rate of 54% - for reference, industry standard is 21.3%. Visitors can subscribe via our website: www.lowermarshmarket.com. We will promote the newsletter via social media W/C 23 June.
We will schedule these newsletters every month, and feature interesting stories such as 'LMM in the Press', welcome new traders, interviews with traders, signpost cool events taking place on the Marsh, any trader offers for that month, and importantly updates to safety restrictions (such as the reinstatement of tables and chairs).
A regular call out for content should be sent to traders at the beginning of every month by Lina Valle. COMMS PLAN // JUNE 2020 0 7 PRINTED COLLATERAL
WE'RE OPEN! POSTCARD TO LOCAL STAKEHOLDERS
RIGHT NOW
We have designed a colourful and engaging postcard reminding local residents and businesses that Lower Marsh Market is open to the public for weekday lunch.
Our temporary staff member, Natalie Day, will be tasked with popping our postcards into the letterboxes of local addresses as soon as the cards arrive (Wed 17 June).
We will order a print run of 500 to get started, as we may need to amend trading hours once restrictions ease.
WHAT'S NEXT?
We are considering designing a similar postcard with a '£1 off' voucher element that could be distributed to businesses within the BID area once we hear that staff are returning to the area, to remind them that the market is ready to welcome them. From discussions the team have had with large offices, we should revisit this option in September. We will be sure to inform traders before this is rolled out.
COMMS PLAN // JUNE 2020 0 8 ADVERTISING
WATERLOO ROAD POSTER SITE TO FEATURE LMM ADVERT
Shortly before lockdown, WeAreWaterloo secured an advertisement board outside Waterloo Station (Waterloo Road). We have received word that we able to replace the current artwork (signposting the STAR Card) with a Lower Marsh Market advert. The poster will explain that the market is now open for weekday, lunchtime trade. This will remain in situ until September, by which point we will reassess priorities. COMMS PLAN // JUNE 2020 0 9
COLOURFUL SIGNAGE
WELCOME BACK ARTWORK TO BE INSTALLED
RIGHT NOW We will be installing a 'welcome back' artwork (designed by Lois O Hara) onto hoarding in front of 'Borough Produce Cafe' to welcome back customers and traders alike. This injection of colour will say 'Welcome back, we've missed you', a warming message to remind our community that we're excited to have them return again.
COMMS PLAN // JUNE 2020 1 0
COLOURFUL BOARDS
LARGE CHALKBOARDS TO BE REVAMPED
RIGHT NOW An informative, large chalkboard will be located outside Cubana Plaza and re-designed to highlight the fact that the market is open, and that safety protocols are in place. Locations of our sanitary stations should be highlighted, requesting the public adhere to social distancing, plus revised trading hours (no Saturday market). COMMS PLAN // JUNE 2020 1 1
WEBSITE
INCREASE IN POSTING, REGULAR UPDATES
The website will be kept up-to-date by Lina Valle, and all content updates will be overseen by Harrie Notton. We will use the website content to create the newsletters, and supporting our traders and signposting events should be the focal point of this comms stream. COMMS PLAN // JUNE 2020 1 2
SUGGESTIONS AND IDEAS!
TRADER-LED IDEAS TO BE IMPLEMENTED
We must remain in constant contact with our traders, and be open to rolling out suggestions for campaigns, events, promotions and more going forward. Some ideas initially that have been put forward and are up for discussion:
- A Lower Marsh Market Marketing Hub (a bi- annual, informal, post-work meeting for traders to meet with Harrie to discuss marketing efforts for LMM) - A Lower Marsh Loyalty Card (to reinforce Lower Marsh as a destination market, and increase support for shopping small) - Lower Marsh LIVE: Mini gigs in the summer, when dwelling is encouraged
Our door is ALWAYS open, please email Harrie with any suggestion, no matter how crazy: