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The Agency Creative
St. Mary’s Studios
St. Mary’s Road
Bowdon
Manchester
WA14 2PL
Case Study
Bolton Regeneration Ltd
- Advertising and Digital Marketing
- Branding
- Design
- Web Design
Bolton Regeneration Limited is leading a proposed mixed-use redevelopment of Crompton Place Shopping Centre and Bolton Victoria Square. Bought by Bolton Council in 2019, Crompton Place is a shopping centre close to the Town’s civic and retail core. The proposals for Crompton Place lie at the heart of Bolton’s £1.5bn town centre master plan that will deliver a vibrant area that everyone in Bolton can be proud of through the delivery of economic and social value.
In line with national trends, the area had seen a huge fall in footfall that had created a situation of empty retail units. Regeneration of the area and repurposing of the space is proposed to reinvigorate the area and create a diverse, multi-use area designed to be of value well into the future. Traditionally Bolton has benefitted from economic growth generated by the textiles industry. As a town, it has a proud heritage and with consideration and investment, will have a proud future.
The Brief
The Agency’s brief was to raise the profile and awareness of these proposals which were to be shown to the public at a series of consultation events being held within Crompton Place shopping centre.
We needed to create a range of creative outcomes which included:
– A logo for Bolton Regeneration Limited
– Posters and leaflets to advertise the consultation
– Website and printed questionnaire
– Information Boards to be displayed at the public consultation
– Social Media content (pre-consultation and post-event)
– Press Release for trade and local publications
Branding
As a new entity, Bolton Regeneration Limited required a logo and relatable identity. We developed a range of logos focusing on the idea of bringing a community together through growth and identity. We created different logo concepts before BRL chose the final logo which incorporates a heart shape (for pride) but can also be interpreted as a leaf (for growth) and a fingerprint (for unique identity).
Website
Bolton Victoria Square website reflects the main information regarding the regeneration of Crompton Place. It also allows visitors to ’Have their Say’ on the proposals with 6 key questions. The website features predominantly CGI’s of proposed visions looking from Bolton Victoria Square and Bradshaw Gate. In addition to the website, we designed Have Your Say Posters, leaflets and feedback forms for local distribution prior to the events.
Consultation
The consultation was a chance for the people of Bolton to find out more about the plans for Crompton Place and share their views and opinions regarding the regeneration. The new proposals aim to restore Bolton town centre as the heart of the community and make it a vibrant place again where people want to live, work, visit, shop and socialise.
In order to support the initiative further, we attended the event to capture public engagement in photographs and video. Clips and images captured were then used on social media to generate further interest and build the momentum generated by press coverage and pre-consultation marketing activity.
Consultation Boards
The consultation boards were created to tell a story of the past of Bolton and to showcase the future plans of the regeneration. We produced the boards using a combination of foam X boards, vinyl graphics and display banners which we installed within the consultation area to create an inviting and accessible space.
Press Release
A press release was written and released by The Agency before the consultation events and received coverage in The Bolton News, Manchester Evening News and Place North West among others, which enabled considerable local and regional reach and awareness.
Have your say about exciting new proposals for the regeneration of Crompton Place
Bolton residents can have their say about the proposed vision for the future of Crompton Place Shopping Centre and the wider Victoria Square area. The proposals are for a major overhaul of the existing shopping centre, to completely revamp the whole area and kick-start the regeneration of the town centre. The development is being brought forward by Bolton Regeneration Limited, a partnership between Beijing Construction and Engineering Group International (BCEGI) and Midia.
The centre, which could be renamed ‘Bolton Victoria Square’, is a strategically important step in Bolton Council’s £1.5 billion master plan and one of five ‘intervention areas’. The public can have their say about the regeneration project later this month at sessions on 28th, 29th and 30th November.
‘Bolton Victoria Square’ is a working title and the public’s feedback will be taken into account before renaming the centre. Nationally, the retail landscape has undergone a huge change with town centres facing many challenges.
Bolton has not been immune to this, and the new proposals aim to restore Bolton town centre as the heart of the community and make it a vibrant place again where people want to live, work, visit, shop and socialise.
On show will be proposals for a new multi-use development that combines an improved retail experience with independent and local shops at its core, an enhanced public realm along with new ‘A Grade’ office space, high quality homes right in the heart of the town centre, and a hotel.
Steven Turner, Director of Bolton Regeneration Limited, comments:
“This scheme is the first key step in developing an exciting vision for a refreshed and revitalised Bolton town centre and we are incredibly excited to be driving this forward. The re-purposing of Crompton Shopping Centre will enable the creation of multi-use space that improves the access and pedestrian flows within the town centre. Importantly, the revitalisation of the area will deliver real long term economic and social benefits for the people of Bolton.”
Tony Oakman, Bolton Council’s Chief Executive, added:
“We are committed to making Bolton town centre a great place to live, work, shop and visit. The proposals for Crompton Place lie at the heart of our £1.5bn town centre master plan that will deliver a centre that everyone in Bolton can be proud of. We want the residents of Bolton to help us shape these developments which is why it is so important that as many people as possible come along to the consultation events and have their say. All the partners have worked long and hard to get to this stage to come up with these exciting plans. I’d encourage everyone with an interest in the town centre to come along.”
To have your say, come along to the former Clarks shoe shop in Crompton Place, 20-22 Hotel Street opposite M&S on the following days:
Thursday 28 November 2019, 4pm – 7pm
Friday 29th November 2019, 10am – 4pm
Saturday 30th November 2019, 9am – 12pm
Further Information and an online feedback form are available online at:
Website: www.boltonvictoriasquare.co.uk
Social Media: Twitter, Facebook, Instagram @boltonvicsquare
Email: info@boltonvictoriasquare.co.uk
Social Media
To drive awareness, engagement and participation, we set up accounts on Twitter, Instagram and Facebook @boltonvicsquare, prior to the consultation events to publicise the events and encourage people to provide their feedback online until the closing date of 6th December 2019. A sustained, integrated social plan was delivered over a two week period either side of the consultation dates.
As part of the social plan, we used paid location-based targeting on Facebook and Instagram to ensure the boosted ads reached the local Bolton demographic. This was effective in reaching the appropriate audience and spreading the word about the public consultation.
Social Media Imagery
To drive awareness, engagement and participation, The Agency Creative set up accounts on Twitter,Instagram and Facebook @boltonvicsquare, prior to the consultation to publicise the event and encourage people to provide their feedback online until the closing date of 6th December 2019. A sustained, integrated social plan was delivered over a two week period on either side of the consultation dates.
Results
The results of the consultation will be released in 2020. The next stage of the project will involve the branding of the new multi-use area for marketing purposes. The name and specification of this will be decided following analysis of the consultation results in 2020.