case study: Alhambra Shopping Centre

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Alhambra Shopping Centre is a town centre value retail centre with a loyal local customer base of families and older people. When John Tarrant, who has a reputation for transforming under-performing shopping centres across the UK, took over as centre manager in 2014, he had a vision to bring it into the 21st century.

A winning transformation

Two years on in 2016, John and his talented team had implemented more changes in 24 months than the centre had seen in the previous 24 years! They decided that it was time to try and gain some recognition for all their efforts and drafted us in to write a series of entries for the SCEPTRE Shopping Centre industry awards.

After carefully researching the award categories and entry criteria, we carried out in-depth informal interviews with key members of the management team and spent time experiencing the shopping centre as a customer would. Our aim was to tell the story of the transformation they had undergone in the tone of voice of the team themselves so that the entries would give the judges a human interest angle to relate to. It was important that we got to know the team’s individual personalities and company culture as well as all the necessary facts and data that would make the entries into winners.

Our pages and pages of notes then had to be distilled into just 300 words for each entry, which required clever editing with a clear focus on the stringent entry criteria without losing the best ‘soundbites’.

 

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“When we decided to enter our industry awards, we wanted to bring someone in who had a fresh perspective, particularly because two of the entries were about specific people within the business. Engage Comms took the time to find out how we had developed as an organisation and as individuals and how we were working towards our vision for the future which added a huge amount of value to the whole process. They really impressed us with their ability to get under the skin of who we are and what we do and come up with not just an engaging way of presenting our key achievements, but also a narrative that told our story and set our entries apart from the competition.”

Steph Higham, Marketing Manager
Alhambra Shopping Centre, Barnsley

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