Silverdale Business Association – Area Branding

Unique Selling Point:
BE LOCAL, SUPPORT LOCAL.

Justification:
Silverdale business customers are the local businesses, although they are highly visible to consumers too. Therefore, this tag line has 2 levels of rationale. Firstly, to attract foot traffic to the 6 Silverdale business precincts. Secondly, Acknowledging the 6 precincts are separated by natural geography, and this tag line is a way to overcome this by uniting everyone through a common goal.

More:

BE LOCAL BUY LOCAL
Allbrand provided the strategy, creative and design that Silverdale Business built a marcoms strategy around.
Included:
• Strategy for stakeholder approval
• Consultation for MARCOMS handover
• Production of the printed marketing tools
• Creation of the business support assets
• Business user guide to get the best out of the campaign
• Precinct signage site audits and proposals to local authorities
• Negotiation with Auckland Transport on approval to installs signs on their light poles
• Negotiation with Vector.
• Manufacture of signage and installation.

Some successes shared to Allbrand
• At day 10 of the campaign Silverdale Business reached their 50% membership mark
• Large spike in calls in support of the campaign.
• This is the first time Silverdale Business have received requests from the local business community to become more involved in the campaign and in the organization