Local Businesses Unite to Address High Street Challenges
A group of small business owners in Whitchurch, Shropshire are reportedly self-funding a collaborative marketing campaign to support their struggling high street, according to recent reports. The Whitchurch Marketing Collaborative formed after local trades noticed significant declines in footfall over the past year, with businesses hoping to launch a website and social media presence by Christmas to showcase local shops, activities, and events.
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Collaborative Approach to Town Promotion
Mark Fulton, who operates the local record shop The Vinyl Countdown, stated that the initiative focuses on promoting “the whole town, as opposed to any individual piece of the jigsaw.” The report states that six businesses are currently supporting the campaign, including lifestyle retailer Moo & Boom, health store Refill Your Boots, and restaurant Wild Shropshire. Fulton emphasized that “there’s no point one or two of us being successful – we’ve all got to be successful together,” acknowledging what analysts suggest is a common challenge facing town centers nationwide.
National Context of Town Center Decline
Sources indicate that Whitchurch’s situation reflects broader national trends affecting town centers across the UK. Fulton noted that “modern living” means there is “less of an emphasis for people to come into a town centre,” adding that it’s “very easy to order online, and therefore town centres tend to miss out.” The report states that this challenge mirrors wider economic pressures, similar to those noted in technology sector valuations and infrastructure challenges affecting various industries.
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Professional Marketing Expertise Applied Locally
Marketing agency managing director Mark Cornelius, who returned to Shropshire after working in London, stated he is applying his professional skills to help boost Whitchurch’s profile. “We will use various channels, social media, live events to tell people what’s going on in Whitchurch,” Cornelius explained. He added that the campaign would focus on different sectors, including the town’s history, food, and culture, “taking the elements of this town, making it into a story, and putting it out there for people to find and learn more about it.”
Leveraging Collective Influence
According to the report, Cornelius emphasized the power of collective action, noting that the businesses behind the marketing campaign are “influential with their own audiences.” He stated that “if they come together and tell a collective message, then that becomes very powerful” in competing with what sources describe as a tough market for independent businesses facing “out of town shopping centres, online shopping and economic pressure.” This collaborative approach contrasts with the individual security concerns highlighted in recent technology sector reports.
Unique Town Assets and Future Prospects
Cornelius described Whitchurch as having “amazing variety” with “more than 30 independent stores, our own stretch of canal, and that stunning church – all within five, ten minutes walk.” He characterized the community as “Shropshire’s biggest little town,” suggesting the campaign will leverage these unique assets. The businesses plan to coordinate their outreach through platforms including BBC Sounds and social media channels to maximize their collective impact and address the ongoing challenges facing the high street.
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