About Bee Midtown
Bee Midtown is a Business Improvement District with the mission to develop and promote the commercial profile and reputation of the Midtown area of Holborn, Bloomsbury, St. Giles, Farringdon and Clerkenwell as the destination of choice for business in London.
Currently representing approximately 400 businesses, its aim is to encourage investment and contribute to the decision making and management of street assets, public realm and public transport to drive sustainable, commercial and social growth.
Our Challenge
There was a need to increase the visibility of the organisation to increase local awareness and positive communication with their existing local business members, stakeholders, developers and external influencers during the year leading up to renewal elections for a fourth term running the BID.
There was a need to communicate the activities, aims and successes achieved by Bee Midtown during past terms and to encourage members and stakeholders to work with them in aligning the commercial development in the area with the relevant UN Sustainable Development Goals (SDG’s).
Our Strategy
We developed new brand and communications strategies setting out all the communications objectives we identified, mapped to the profiles and needs of Bee Midtown’s diverse audiences. A communications journey was created so that messaging and information was structured to attract, inform, engage and inspire – encouraging audiences to become more actively involved in meeting the targets set against the UN Global Sustainability Goals.
A multi-channel communications campaign built around the themes of Sustainable Development Goals using bold messaging, animation, film and photography was developed, including: A series of events for the Midtown Big Ideas exchange series of events to encourage innovation in business practices; branded special events, press and social media campaigns to improve public awareness and engagement, and; development of a new member’s charter designed to help increase and galvanise members.
