Background

Kings Heath is a suburban village on the south side of Birmingham. It is a secondary, traditional shopping area comprising a range of independent stores, multiple outlets, cafes, restaurants and leisure facilities. Approximately 330 businesses are located in the BID area.


Brief

We were appointed to undertake a research and consultation programme to establish the views of retailers and business people within the area in order to understand the extent of their knowledge of the BID, the level of support for the BID and required/desirable actions within the BID area so as to shape the commercial future of Kings Heath for the next 10 years.


Method

The consultation programme included:

  • Six focus/discussion groups attended by 32 businesses and led by our consultants David Clarke and David Beech
  • Quantitative research through telephone, post and e-mail to every BID payer
  • Two street surveys with members of the local community in order to establish their attitude to Kings Heath particularly as a location/destination for shopping, leisure, entertainment and business services

Outcome

Our detailed report incorporated recommendations on the BID’s future communication needs, measurement and engagement. The research also informed the BID’s communications strategy and enabled the BID to concentrate its restricted budgets on elements that were likely to achieve greatest success. The research also informed a more detailed proposal on the future of Kings Heath that was subsequently incorporated in the prospectus for the next period of the BID.

Subsequently we were reappointed to undertake a comprehensive programme of support including PR, social media, website development and event support – prior to the referendum on the continuation of the bid. The outcome of the referendum was successful and the new BID period commenced April 2013.