Cunning Plan helped Winsford Cross increase footfall by 15% during the pandemic with a comprehensive marketing plan that included a new brand, website, social media strategy and events ahead of major improvements taking place in the town centre.
Winsford Cross Shopping Centre in Cheshire, is situated in the heart of Winsford Town. It’s on the verge of a significant redevelopment thanks to help from the Future High Street Fund. Although building work is still some months away, the centre was keen to start improving the image of the scheme and connect with the local community. With a limited budget the creative and social media channels had to work hard for maximum impact.
Cunning Plan designed a new logo that was fresh, modern and stylish that could be used across a number of different channels. Although we wanted to give the brand a new look we wanted the logo to be authentic and something that local people could recognise and relate to.
Designed around the shape of a shopping tag, but incorporating local elements such as the clock face on the church and the curve or the River Weaver.
The shopping centre’s current website was very basic with no information about the tenants, using soulless stock photography.
In keeping with the new brand identity Cunning Plan designed and built a website that is attractive but also user friendly and responsive to all devices.
Imagery was a problem as the shopping centre is currently not very photogenic, so we decided to focus on the people who work within the stores and commissioned a professional photographer to take a number of profile images of the key retailers and their staff. The stunning photography was used heavily on the site and social media bringing the human element and community spirit to the centre.
Social media was non-existent and so Cunning Plan set-up new channels on Facebook, Twitter and Instagram. Regular site visits to capture content including images and video has helped to grow the following and develop an effective space to promote all of Winford Cross’ tenants.
To support tenants, increase dwell time and drive footfall over the summer holidays, Cunning Plan organised The Big Roarsome Weekend to Winsford! The dino-themed two day event saw prehistoric family fun with Tiny the 5.5m Animatronic Triceratops, fossil making activities, plus super cute baby dinos for children to meet.
In December 2021 it was time for some festive fun with our BIG Wintery Weekend! Nordic Santa was joined by the frozen princess, Frosty the Frozen Dragon and his elf friend!
As well as meeting our Christmas characters, families were encouraged to stay and listen to Santa’s stories, take part in craft activities and travel around the scheme with the snowman trail.
Visitors were incentivised to share their images of the event on social media using #WinteryWinsford driving increased awareness and followers.
people reached on social media in 12 months
impressions first month of social media launch
increase in footfall over event weekends
families took part in events
*Compared to an average Saturday pre-lockdown.