Campaign: Corporate - Golden Square gets young people sorted

Campaign: Get Sorted
Client: Golden Square shopping centre
PR team: de Winter PR and Marketing
Timescale: September-November 2010
Budget: £8,000

Golden Square is Warrington's largest shopping centre with 120 high street retailers. The centre hosted an event along with the British Council of Shopping Centres designed to encourage young people to learn new skills and fulfil their potential in the jobs market.

Objectives

- To raise Golden Square's CSR profile

- To engage with a younger target audience

- To increase footfall to the shopping centre.

Strategy and plan

The PR team branded the event 'Get Sorted' and focused on recruiting organisations in a range of industries including fashion, health and beauty, armed forces, public sector, hospitality, voluntary, construction and education. The team put together an exhibition including activities and information stands as well as interactive workshops.

To launch the talent week, senior management from Golden Square held workshops at schools to relate talents and hobbies to career opportunities.

Measurement and evaluation

The campaign generated 16 items of print and online coverage, and radio coverage on local station Wire FM.

Results

The six-day event saw more than 2,000 people get involved, and increased footfall to Golden Square by 1.5 per cent year on year.

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