From fragmented communications to a connected ecosystem

When Okehampton’s Business Improvement District approached us, the brief wasn’t ‘marketing.’ It was something deeper. The Board needed confidence that levy funds were being used effectively, and the BID Manager needed systems that reduced pressure, not added to it. Levy payers needed to see visible, consistent value, so the challenge wasn’t visibility; it was structure.

Strategic Foundations

Building operational credibility before external promotion

The first phase focused on infrastructure — because without structure, communication becomes noise.

EspoCRM Setup & Configuration

Before implementation, member data lived across spreadsheets and inboxes. That creates risk for any organisation.

We configured an open-source CRM to centralise:

• Levy payer data
• Contact history
• Communication logs
• Segmentation for targeted messaging

Brand Development

Alongside systems, we addressed identity.

The BID had inherited a green brand from the original ballot period. It no longer reflected the ambition or energy required to engage levy payers.

We advised a reset.

Through a structured brand workshop, we clarified:

• Purpose, Mission, Vision Workshop: Two sessions where Okehampton BIDs’ identity evolved naturally into a more vibrant, authentic brand direction.

• Persona Development: Two detailed personas built from research to capture customer needs and behaviours.

  • The independent retail shopkeeper
  • The industrial estate service business
• Brand Identity: A new visual direction with a fresh logo marque  and type with a thought-through brand identity

From there, we built a strategic Message House to ensure consistency across digital, print, events, and internal communication.

Persona journeys are currently being mapped to strengthen how the BID communicates value at each stage of the levy relationship.

Creative Output

With foundations in place, creative execution became sharper and more coherent.

Tactical delivery included:

• Event branding for Edwardian Evening
• Event branding for Okehampton Business Sessions
• Ongoing social media design support
• Newsletter design and structured communication cadence
• Video storyboarding and art direction for third parties
• Talking head video production

We now provide ongoing communications support, including:

• Fortnightly newsletters (plus ad hoc campaigns)
• Event communications and surveys
• Copywriting support
• Advisory input and reporting

Creative output is no longer reactive. It is system-led.

The Impact

The BID now operates with:

• Structured member data
• Clear communication workflows
• Brand consistency
• Measurable engagement
• Reduced manual admin
• Greater strategic confidence

Most importantly, the organisation can articulate its value to levy payers with clarity and cohesion.

For community-led organisations, credibility is operational.

This project demonstrates what happens when digital infrastructure, brand clarity, and ongoing communications align.

Not noise.
Not activity.
Structure.