Tangent worked together with the Hampton Street Traders Association to create a brand from the ground up to represent and promote the Street.
As the Traders Association was newly formed there was no existing brand or street promotions in place whatsoever.
The challenge facing Hampton Street was how to respond and reinvent themselves in the face of competition from online retailers and mall megaplexes such as Southland. To bring together 322 small retailers with one common goal was daunting. It became clear the solution would lie in promoting local, promoting small and building a strong sense of community.
So from a zero baseline, Tangent worked with key stakeholders to create the identity and then to implement key touch points across different media channels and promotions. The result was a vibrant Hampton Street which engaged with both the trader constituents and the broader community.
The Hampton Street web presence provided an information source and trader directory for consumers as well as a traders resource portal with member only assets, a new social media presence provided a key mechanism to engage in dialogue with the community and the Street. Two major street events were set up, run and promoted including a street Car Show with over $25m of vehicles on display and thousands in attendance.
Where there was previously nothing, there was now a recognised brand, active marketing and promotion, street events, web presence, social media presence, engagement mechanisms and collective trader communications. Put together this meant more feet on the street, greater consumer awareness, and a direct improvement to the bottom line, viability and profitability of over 320 small businesses.
Tangent are proud to have played such a pivotal role in re-invigorating Hampton Street so it once again engaged with its community and had a voice. The success of the Hampton Street brand resulted in the Traders Association’s highest membership level ever.
Key stake holders Bayside City Council now drive the continued growth and success of Hampton Street and its street promotions... safe hands?