The project has pushed the message "Shop Local, Shop Chester-le-Street". Photograph by Graham Soult
In a nutshell
Since April 2017, CannyInsights.com has been working in partnership with key stakeholders in the County Durham market town of Chester-le-Street, including local retail landlords and the town’s Business Association.
Comprising up to three days per month of our input, the work has been funded by Chester-le-Street & District Area Action Partnership (AAP) – part of Durham County Council – alongside contributions from private commercial property owners.
What we’ve done
The best way for Chester-le-Street to thrive is if businesses work together to support the town and each other.
Graham Soult
In 2018, we created the “Shop Chester-le-Street” brand to underpin our support and promotion for the town centre.
The project has gained national attention for its work in raising awareness of Chester-le-Street’s offer, developing independent retailers’ digital skills, and helping to fill vacant premises.
The campaign has been promoted via @ShopChesterleSt social channels, and has also used prominent lamppost banners across the town as a call to action.
Businesses across the town have benefited from free one-to-one marketing and mentoring support, available to any Chester-le-Street business that has paid its nominal £10 annual fee to join the Chester-le-Street Business Association.
Making support contingent on CLSBA membership has reinforced the message that the best way for Chester-le-Street to thrive is if businesses work together to support the town and each other.
In the absence of a town council or business improvement district, the volunteer-run Business Association is the main vehicle promoting this spirit of collaboration.
What impact we’ve had
We’ve helped sustain existing businesses and lay out the red carpet for new ones, by providing bespoke marketing and mentoring support that has driven awareness and footfall.
In some cases (e.g. Recyke y’Bike, Community Fitness), we have helped match up available premises with suitable tenants.
We have championed Chester-le-Street’s offer to a wider audience using a range of online channels, in order to build positive perceptions, drive footfall, and encourage further investment.
We’ve used Graham’s high profile to shares positive updates on our work in the town, and secure media coverage, raising the profile of Chester-le-Street both regionally and nationally.
We’ve regularly tracked and reported upon the occupancy/vacancy rates across more than 200 retail and leisure units in Chester-le-Street town centre, helping the AAP and Business Association to better understand and navigate the changes taking place in the town.
Can we help you?
Drop us a line if you think the kind of impact we have had in Chester-le-Street would be of value in your town.
