Retail marketing and placemaking
Located in the heart of the town, Rochdale Riverside is a new £80 million retail and leisure destination, developed as part of Rochdale Borough Council’s regeneration strategy.
ICG acts as the scheme’s marketing manager, providing a mix of marketing services with regular onsite visits and support. From strategy to social media, events and website content - the scheme benefits from our one-brief, one-agency approach.
Eye-catching brand identity
One of two shopping centres in the town, the centre needed a strong brand identity to cement its place as the location to meet and shop. Brand creative leads with magenta pink, taken from the scheme’s logo, and is coupled with typographic design and an eye-catching use of shapes and colour.
On-site banners, posters and digital assets change seasonally in line with the centre’s retail and promotional calendar.
Supporting the bold use of colour across marketing assets is a playful use of copy, featuring statements to capture attention.
Creating a positive impact
With a diverse local catchment and in close proximity to public transport links in the town centre, Rochdale Riverside sits at the heart of the community.
Forging relationships with local charities, community groups and organisations is a key pillar of the centre’s marketing strategy.
ICG’s marketing team has an always-on approach when it comes to researching local organisations and scanning news stories - connecting new groups with the centre for awareness events and fundraising - with one aim, to create a positive impact in the local community.
Social buzz
One of the key elements of the marketing retainer, building the centre’s social media presence. ICG manages Rochdale Riverside’s social media calendar across three channels, including content ideas, execution, reporting and community management.
With a focus on video content, we capture footage on-site and edit to create short-form fun videos, alongside on-trend topics and themes, content and audio.
We also manage paid social media ads to support key retail periods, amplifying reach and awareness in the scheme’s wider catchment area.
We’re engaged! (with retailers)
Maintaining regular communication with brand partners creates a constant stream of new content we can utilise across digital and offline channels, including press outreach.
ICG plays a vital role as part of Rochdale Riverside’s operational team, visiting the scheme every month to chat with retailers, see what’s new and capture content for social media and news posts.
The regular contact with brand partners helps to increase tenant engagement and means we’re able to act fast, often with quick turnaround for social media content, securing and posting information on store promotions and news.
See more on our Retail page
