Shopping Centre Community Engagement: ‘Keel Row’s Favourite Primary Teacher Art Competition’

CallumReidOn behalf of our Client, Keel Row Shopping Centre, we held an exciting community campaign celebrating the artistic talent of local primary school children, whilst recognising the fantastic work primary school teachers do to inspire and encourage children’s educational development.
Keel Row’s Favourite Primary Teacher centred on maximising stakeholder engagement by inviting children from four local primary schools to draw a picture of their favourite teacher and provide a sentence explaining their choice.
The drawings were then displayed at the Shopping Centre making good use of an empty unit and shoppers, and parents, were invited to come into the Centre and fill in a voting slip nominating their favourite picture. Votes were also cast online via an app on the Shopping Centres Facebook page.
The campaign saw an overwhelming response with over 600 pictures entered and over 300 votes received, more than 200 of which were made in Centre which directly translated into footfall.
Footfall was also increased by 5% when the Centre hosted an award ceremony that was attended by the media, school pupils and parents and saw the winning child announced. The winner was rewarded with a selection of art supplies and other gifts and a photo opportunity took place with the Centre manager, winner and nominated teacher.

Blyth is the most densely populated locality in Northumberland with 1,891 people per km2 but it’s also one of the smallest in terms of size, resulting in a particularly close knit community. It’s essential to position Keel Row Shopping Centre at the heart of this community whilst developing relationships with other establishments that are central to the area.

This campaign was not only a perfect demonstration of how to strengthen links to key local stakeholders but it was a great way of giving back to the community and expressing the Centre’s key messages to help position it as a hub for the local area, bringing local people together.

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