Marketing and Promotions

Inward Investment Drive

We are aware of the empty retail units in the town centre, especially two or three key sites that dominate Bancroft and Hermitage Road. As a matter of some priority, we will invest time and money in seeking new start-up or “transplant” businesses that can be introduced here. Discussions with local agents and landlords are already under way and we are actively seeking to improve the situation. £10K has been allocated to support this task in year one and £5K in subsequent years.

High-impact sector marketing campaigns

A key aim is to encourage shoppers and visitors to stay longer and return to Hitchin’s specialist retailers as well as raise general customer care and confidence levels. We hope to run up to four themed events/ promotions annually throughout the term of the BID. They will include Christmas events and festivities, Sunday trading promotions, food & drink sampler weeks and a “You shop, we drop” campaign. We anticipate the cost will be around £10K for four events. This will be increased annually as each event becomes bigger and better.

Tourism and the Town Trail

Hitchin has many notable buildings and a significant history that is substantially underplayed. We feel it should be highlighted and we are proposing to generate a  way-marked tour around the town’s most interesting landmarks, historic buildings and thoroughfares.
We also wish to promote tourism by producing a more substantial Tourist/ Visitor Town Centre Guide in Year Two, including advertising and sponsorship. It will be distributed to 75,000 households throughout Hertfordshire, and available from other outlets such as the library, offices and BID office. The cost will be approximately £15-20,000 initially with renewal costs at £5K.

The total spend on Marketing, Promotion and Events for the full five years of the BID will be a minimum of £110,000