Totally Locally was the response to a brief put out by Marketing Halifax to create a campaign that would encourage people to use their local independent shops.

As with all things like this, I believe it’s about inspiring people to look up, re-assess and get excited, rather than the usual, tired “Save Our Shops” idea.

This campaign is a celebration of all that is great about independent shops and the uniqueness and service they provide. This is especially true in Calderdale (which has a rich tradition in individual shops, bars, markets & restaurants).

Crucially Totally Locally appeals to the fact that spending money in your local shops means that your town will be a nicer place, full of life, which in turn feeds back into your community.

Totally Locally has surpassed expectations many times over. In just over 6 months it has become an intrinsic part of many of the towns in the area. Press coverage has been huge (in itself providing over the return on investment) and there has been a huge change in attitude by the Calderdale people to rediscovering their local shops, with many shops reporting sizeable sales increases due to the campaign.

The return on investment from press alone is more than  2.5 - 1.

The success of Totally Locally has lead to You Are Here being commissioned to run the campaign for a further 12 months, and we now have interest from other towns across the country.

We are very chuffed about the value for money provided in this campaign!

We are also chuffed that it has helped a lot of great small businesses (which makes it a nicer place for US to live!).

Invest In Your Town - Invest In Your Future

A campaign to encourage people to use their local independent shops & restaurants.

Results have been tremendous, and the campaign is now hailed as ‘the best shop local campaign in the country’. It has attracted huge interest from other regions, and even abroad.

It has received huge coverage in national & local press, BBC TV national news, Radio 2, local radio & lots of magazines & independent publications.

WORK INCLUDES:

brand, name, design, photography, copywriting, positioning, campaign co-ordination, press, social media, web.

This is the main proposition of the whole campaign. It is the bit that really caught the imagination of the public. The philosophy of “if you want people to buy into something, make it easy for them to do so” applies here. To change your shopping habits completely would be a huge undertaking. To try to spend £5 extra is easy, and it ultimately leads to that big change anyway!

Bus advertising and posters at stations & bus stations (targeting commuters).

This statement underpins the whole campaign. If you spend your money in your local shops, your towns will thrive & be nicer places to live. Not rocket science really!

car & shop stickers

postcard

banners

Photography plays a huge part in Totally Locally

home        portfolio        what’s it all about?        photography        about        stuff         contact        friends

Website.

Features “Hidden Gems” - features about those fantastic shops that you’ve probably walked past a hundered times, but never set foot in.

Also “Total Local Heroes” - features on people who have impacted their towns by their businesses.

Competitions, news an parking information.

As the campaign has progressed the website needs have changed, so it will be added to over the summer.

Facebook Fan group.

This was mainly to keep shop owners up to date with things that were happening in the campaign (which we had found difficult to do previously).

It’s proved to work really well, especially when run alongside email newsletter and press (we tried to cover all bases!!).

FIVER FEST

A 2 week campaign that used the “spend £5” idea and showed people how easy it was to do.

We got shops to create a special £5 offer which we promoted through web, press banners, flyers and email.

As well as making it easy for the public to spend £5, it also showed them what great value the shops give.

Offers ranged from lunch for two, special gifts, meat offer, even an offer of ‘give £5 to a local charity & we’ll make it into £10’.

Great press & radio coverage and really great feedback from shops.

Due to popular demand the Fiver Fest will be repeated in Summer.

STAGE 2 OF TOTALLY LOCALLY IS NOW BEING PUT TOGETHER TO BE LAUNCHED IN EARLY JUNE.

WATCH THIS SPACE!

Part of a photographic exhibition for Todmorden, using photos of shop & restaurant owners which linked to stories written by them about their lives and businesses in the town. Displayed for 1 month at cafe 72 in January 2010