Retail marketing and placemaking
Located in the heart of the town, Rochdale Riverside is a £80m retail and leisure destination which opened in 2020 as part of Rochdale Borough Council’s regeneration strategy.
ICG works as the scheme’s Marketing Manager, overseeing all marketing activity from co-ordinating budgets and planning activity to implementation.
The scheme benefits from our one-brief, one-agency approach.
Eye-catching brand personality
Rochdale Riverside needed a strong brand to help attract local shoppers and generate interest.
With a logo already in place, we created a brand personality that was fun, bold and vibrant.
Using the magenta pink of the existing logo coupled with typographic design and an eye-catching use of shapes and colour, we have produced a variety of marketing materials.
These include a new website, on-site banners, posters and vinyls and digital assets that change seasonally in line with the retail and promotional calendar.
Supporting the use of bold colour is a playful use of copy, featuring eye-catching statements.
Creating a positive impact
With a diverse local catchment and good public transport links, Rochdale Riverside sits at the heart of the community.
Forging relationships with local charities, community groups and organisations is a key pillar in the centre’s marketing strategy.
ICG’s marketing team takes an always-on approach, partnering with local organisations and stakeholders to have a positive and active presence.
Social buzz
One of the key elements of the marketing strategy is to continually build and engage with Rochdale Riverside’s community on social media.
With a focus on video content, we capture on-site footage to create inspirational and fun short-form reels alongside content on on-trend topics and themes.
As well as community management – responding to comments, questions and engaging with stakeholders – we also manage social media ads to support key retail periods, amplifying reach and awareness in the scheme’s wider catchment area.
Regular reporting on followers, shares and engagement, ensures content is tailored to what works best.
Brand partners
Providing Rochdale Riverside’s marketing function, ICG also works closely with the scheme’s operational team.
We visit the centre every month to meet with the retailers to find out what’s new and plan for major events in the calendar.
This regular contact supports tenant engagement. It also means we are able to act fast, often with quick turnaround for social media content, securing and posting information on store promotions and news.
