2021-2026: Planning for the future

Theme 3 – Marketing, communications and events

Communication is key. There is no point of the BID committing your levy to a range of projects if you or the consumer do not know about it. With the current restrictions in place and uncertainty for the future, it may be necessary to approach events and marketing in a slightly different way, but this will be done in consultation with levy payers, and imaginatively, to maximise success.

Promoting Watford during and immediately after the pandemic

We will:

• Create marketing and communication plans that will encourage people to come safely back into our town, venues and businesses in years one and two, then deliver high visibility consumer marketing and promotional campaigns once the new normal is established
• Continue to inform you about the latest government guidance on COVID-19 and legislation; and how to access grants and cost-savings initiatives

Communicating with levy payers

We will:

• Continue to provide regular newsletters, e-updates and visit your business to keep you informed about the latest news from the BID, and our partners
• Develop a portal on the BID website where levy payers get exclusive access to important town centre information, footfall statistics, insights into consumer data, and a message board to get in touch with other levy paying businesses
• Host meetings, social and networking events to ensure we stay in touch with you and your employees, and feel part of a business community where businesses support and understand each other. We want our businesses and their employees to be Watford’s ambassadors
• Listen to your concerns, and use your feedback to inform BID activities, local decisions, and regional and national discussions
• Utilise other available channels to share important information with you, such as the shopping centre business newsletter and Pubwatch meetings
• Invite you to our AGM, and publish and hand deliver annual reports

Reaching out to residents and beyond

We will:

• Continue our financial support of Visit Watford, and work with the Visit Watford team to promote Watford, BID events, projects and activities to consumers
• Grow our existing social media channels of a combined 18,000+ followers by sharing engaging content which encourages visitors and enhances people’s perception of Watford
• Use digital assets to capture data on who the Watford town centre user is and how to effectively reach out to them, before sharing these insights with levy payers
• Be open to new ideas and embrace change to ensure the town retains its competitive edge and use technology to both promote the town and extend our reach and engagement
• Support existing activities and events being run by our levy payers and other key partners
• Showcase examples of best practice, and shout about Watford’s success – being proud about what we have and can achieve as a town and as a BID

Events and activities to attract people to the town centre

We will:

• Look at how we effectively develop events and promotions which safely allow people to move around Watford. Previous successful promotions including the Food & Drink Week and the Watford Weekender will be reviewed for inclusion, and we will look at good examples from other large towns and cities and see how they could work in Watford
• Continue to promote Watford town centre as a wonderful Christmas destination via our Winter in Watford platform
• Continue to support the events held by other organisations, either via marketing or by sponsorship, such as the outdoor cinema, beach, Diwali and Imagine Festivals

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