The Power of Video as Marketing Tool pt 2

How a video helped win the vote

Business Improvement Districts (BIDs) are an alliance of businesses that operate within a set geographical area. They are independent and self-funded via a levy charged to member organisations. BIDs exist to support, improve and promote their area via a range of activities over a set term. Activities are agreed in advance with members and are documented in a business plan.

Services provided are separate and in addition to those provided by local councils.

At the end of each agreed term, BIDs are legally required to ballot their members to obtain approval to continue their work. Given that the BID levy can represent a significant investment to many member businesses, the argument for continuation needs to be compelling and demonstrate clear benefits and value for money.

In the case of Richmond BID (which operates under the brand name Be Richmond), a lot of good work had been done over its first term in terms of supporting businesses and promoting the town.

However, research showed that whilst first term projects had been well received, Be Richmond wasn’t always getting the credit it deserved for funding and implementing important and successful work. For example, some businesses thought that certain projects had been carried out by the council.

In order to secure a ‘Yes’ vote from members and thus be able to continue its work, it was important that Be Richmond demonstrated ownership of its achievements. To this end, CHC  developed a short, impactful video which highlighted the breadth and scale of Be Richmond’s work over its first 5 year term.

The video, which served as a key element of an overall ballot marketing campaign, also utilised a ‘Vote Yes’ call to action.

The campaign was a resounding success, with 79% of businesses agreeing to a new 5 year term.

Watch the video here: