Case Study – Coventry Business Improvement District

Marketing Outsourcing

Coventry Business Improvement District (BID) is a partnership between the businesses located within the ring road of Coventry city centre. The BID aims to promote, develop and boost the city centre to make it a great place to work and visit.

The BID has direct and indirect customers who would be defined as the BID levy payers and their end customers. Marketing, therefore, has two aims:

To promote the businesses of levy payers.

To promote the city centre as a whole to end customers.

What We Did

We work with the BID to ensure all levy paying businesses are marketed on the Coventry City Centre website and social media channels. We also communicate with the businesses using a weekly newsletter and via the Coventry BID social media channels.

In addition to the day to day work we do we also work on projects throughout the year including Coventry Cocktail Week, Back to School, Independents and Christmas.

Results & Stats

  • During the Streets of Cov Festival we had over 875k impressions across all the social media platforms.
  • On average, we generate 8 million impressions a year across all social media platforms.
  • In the last 12 months we have grown the Coventry City Centre email database by 1,500 subscribers to 3,000.
  • Increased short-form video content via Reels and TikTok to reach new audiences and improve growth.
  • Improvement of engagement rates and the perception of Business Improvement District with Independent Business Owners in the city centre via our Independent Business Campaign.

What the client said…

We have worked with Kate and Emma for several years and they have supported us with a wide variety of projects. In addition to keeping our website and social media channels up to date with current content, they have a strategic input into our marketing strategy. Piece of Cake are a friendly, efficient and fun team to work with. They really know their stuff!

Jo Glover – Director