St Ives Shopping Village values community, connectivity and customer experience.

Seeking to establish and strengthen a meaningful connection with the local market, St Ives Shopping Village requested a retail marketing solution to encompass in-centre campaigns, branding, social media, the website and more.

How do you eclipse competitors to become the retail centre of choice?

Strategy

Commencing the project with a marketing strategy workshop, the three-part framework outlines the St Ives Shopping Village brand, its marketing foundation, and the role of promotional platforms moving forward. Key audiences and their decision-making processes are informed by previous market research, outlining the best platforms for customer conversion.

Monthly marketing plans identify opportunities to capitalise on promotions and occasions – including holidays, sales and community events. Specifying audiences and directives, all deliverables fulfil key pillars chosen in the strategy phase.

Video and Photography

Promoting a broad range of independent retailers, digital content spans food, travel, beauty and fashion. Differentiating the Village from competitors by focusing on people over products, video and photography strive to capture the genuine spirit of the centre.

Inspired by TikTok and Instagram Reel trends, fashion videos feature a well-known local model and stylist. Unique cuts, edits and transitions keep the videos diverse and interesting, while promoting the varied clothing and accessories available from centre retailers.

Branding

The It takes a Village campaign charts events at St Ives Shopping Village over retail quarters, pairing each new season with a community-focused theme and related colour. Providing parameters for the Village to create its own on-brand content throughout the year, campaign design is influenced by colours in the centre’s iconic roof.

Website

Seeking to update an outdated website design with clunky navigation, the centre knew it needed to modernise its user experience. Our clean, minimal design aligns with the sleek style established in the Village Life magazine, drawing attention to hero images and events through warm, evocative imagery.

A major addition includes the new ‘In the Village’ tab, which allows the centre to categorise and tag events and news under the key visitor interests of food, fashion, family and lifestyle. The site also simplifies the navigation process with an accessible, whole of site search function, as well as a directory that can be explored by search, category or first letter.

Marketing

Social content brings retailers to the fore, emphasising local love through personal anecdotes and interesting facts. Though individual stores appeal to different markets, all outputs – posts, Instagram stories and blogs – refer back to St Ives Shopping Village as a whole, cementing a cohesive narrative for the centre.