The main aim of Carswell Gould’s campaign was to ensure that the new BID had a strong, visible and enticing brand that would attract the required number of votes. Carswell Gould aimed to achieve this by creating a powerful, recognisable brand that clearly outlined the objectives of the BID, and that was easily identifiable by potential voters.
Additionally, the company aimed to design and code the website, which would be a key outlet for the brand and provide all the information about the BID in a clear and accessible way. Carswell Gould also aimed to provide expert advice on PR and communications, work with place-making consultancy, The Means, to lead a feasibility study, and produce all the collateral in a way that clearly showed off the benefits of voting yes and that was easy for people to understand.
The campaign was able to propose objectives that truly mattered to the potential voters and it was clearly communicated in their work which helped to make it easier for people to buy into it. The campaign was able to secure a yes vote from 70% of the businesses that voted, which represented a 51% majority of the total rateable value. This resulted in a total of £3.3m of funding for the BID to be invested in the city over the next 5 years.
Additionally, Carswell Gould provided expert advice on PR and communications and worked with place-making consultancy, The Means, which led a feasibility study, engaging with over 100 local businesses through face-to-face interviews and a large, well-attended event to discuss a future vision for the BID. They also made sure that all the collateral they produced clearly showed off the benefits of voting yes.
- Developing the BID project relied upon the input and support of businesses in the city centre. Amongst those who stepped up to the plate with enthusiasm was Carswell Gould, who created the brand and produced the key assets of the BID brochure and the website. Their involvement and the fact they walked the extra mile was a significant factor in achieving a successful outcome and their input was much valued.Brad Roynon, Chair, GO! Southampton BID
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