Medway Council – marketing for The Old High Street Intra
Background
The Sun Pier to Star Hill conservation area in Medway was granted High Street Heritage Action Zone (HSHAZ) funding by Historic England in [date]. This funding supported a heritage-led regeneration initiative in the area. As part of the £95 million government-funded High Streets Heritage Action Zone program, overseen by Historic England, the HSHAZ initiative aims to unleash the potential of high streets nationwide, promoting economic, social, and cultural revival. The objective is to rejuvenate high streets for future generations and encourage greater community engagement.
The grant programme focused on supporting business owners in the area, known locally as The Old High Street Intra, with historic property restoration whilst also increasing the popularity of the high street. The goal is to enrich the character of the conservation area, sparking additional investment. Various measures were implemented to counteract the decline and revitalize the region, attracting more visitors to local businesses, all while preserving the distinctive historical charm that makes the area truly unique.
Brief
Quantum was employed by Medway Council to spearhead a campaign to improve the perception and increase awareness of the High Street Heritage Action Zone (HSHAZ) amongst the local community. This involved not only increasing it’s the area’s visibility but also reestablishing a positive image of the area. Additionally, the campaign aims to drive an influx of foot traffic within the Intra area, monitored by Medway Council. The objective is to breathe new life into the region, attracting more visitors and thereby enriching its social, cultural, and economic fabric.
Outcomes:
Quantum executed a comprehensive media relations-led campaign supported by:
- Website development
- Branding
- Print design and distribution
- Media relations
- Social media campaign including advertising
- Interviews and video case studies with local businesses
Quantum maintained a consistent line of communication through regular meetings with the client and business owners, ensuring open dialogue for feedback and streamlining of processes. We utilised local resources, aligning with the client’s terms, to maximise the use of Historic England funds within the community. This approach involved engaging the local college in various projects, collaborating with a high street printing business for marketing materials, and enlisting a local business owner to design the website.
Since the beginning of the project, footfall has increased year-on-year and the area’s online presence, encompassing the website and social media, was significantly enhanced.
