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grangetownOrder Description
The Community Gateway project is one of the five flagship engagement projects identified in the University’s The Way Forward document. The project aims to pilot initiatives and interventions through community projects linked to existing research and teaching at X University. The initial pilot is set up in Grangetown, one of the most culturally diverse and largest electoral districts in Cardiff.

There are a number of diverse independent shops in Grangetown that have been in the area for years. Being so close to the City Centre, and with more and more chain stores being established, there is greater risk that these shops will not stand the test of time. In light of the Council’s recent regeneration of a key shopping junction in Grangetown, in which businesses are having their shop-fronts replenished, local resident, Steve Duffy, would like to develop an online and ‘in person’ Business Forum to encourage businesses to collaborate, cross-promote and showcase the best of Grangetown.
Steve is a member of local Residents’ Association, Grangetown Community Action (GCA) which has a website with the potential to feature local businesses. This already has an online directory with a list of shops and businesses and some web links. GCA can also promote local business through their Twitter account and a Facebook page/group, which has been set up but currently has no-one actively running it. Steve hopes that once a Business Forum is developed, this could lead into a ‘Shop Local’ scheme. Together the Business Forum and Shop Local Campaign will aim to:
* Promote the diversity and friendliness of Grangetown as a community
* Make local business owners and the wider community aware that many shop owners live locally and therefore supporting local business is supporting your local community
* Showcase the broad range of shops on offer in Grangetown to new shoppers
* Encourage cross promotion between local businesses
* Develop new forms of promotion through the GCA website and social media

Assignment Brief Challenge:

Step 1: Research successful, community-led Business Forums and ‘shop local’ brands and evidence some market research on what may appeal to shoppers.

Step 2: Start designing a shop local brand strategy for Grangetown to highlight the benefits to businesses of getting engaged in the forum.

Step 3: Propose a marketing strategy to encourage Grangetown businesses to take part in and sign up to the Shop Local Campaign.

Step 4: Propose a strategy to market the Shop Local campaign to Cardiff Shoppers.

Format: Innovative professional report
Length: 2,000
Comments: A very wide range of sources is expected for this essay (such as news and magazine articles, market reports, journal articles as well as text books).
Research successful, community-led Business Forums and shop local brands and evidence some market research on what may appeal to shoppers.
• What are business forums (examples; showcase poster once in a month, set up website for a specific town to know all the businesses around, business owners meet up once a year and help each other with difficulties or bring guest speaker.)
• What is a shop local scheme
• Find examples of each to help explain how each one works.
Start designing a shop local brand for Grangetown and develop a pitch which highlights the benefits of getting engaged in the forum.
• Based on your research, what do you think would work in Grangetown and explain why
• What benefits could Grangetown get from implementing your ideas
Propose a strategy to encourage Grangetown businesses to take part in and sign up to the Shop Local Campaign.
• How would you go about persuading Grangetown businesses to take part
• What marketing techniques would you use • Could marketing metrics help ( how will I measure the success on my statergy).
Propose a strategy to market the Shop Local campaign to Cardiff Shoppers.
• How would you persuade shoppers to take part in the shop local scheme
• What marketing techniques could you use here
• What will be your marketing strategy
Assignment Structure
• Format: Innovative professional REPORT.
– 3rd person
– Contains images/logos
– Written for managers
– Not necessarily word document
• • Length: 2,000 words (+/- 10%)
• • Citing and Referencing: Strictly Harvard throughout (no footnotes)
• a very wide range of sources is expected for this essay (such as news and magazine articles, market reports, journal articles as well as text books)
Assignment Format
• • Introduction to the problems facing retail high streets, the Community Gateway and the specific Grangetown issues you are addressing.
( further information about community can be found here:
Website: http://www.grangetowncardiff.co.uk/ http://www.grangetown.wales
Facebook: https://www.facebook.com/GrangetownCommunityAction)

• • Market research on business forums and shop local schemes in general. ( giving real life examples)

• • Your strategy: ( this is the main part of the report )
– Your business forum and shop local idea for Grangetown
– How you will market this idea to Grangetown businesses
– How you will market this idea to shoppers
• • Conclusion, explaining how your ideas fulfil the brief.


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