Transforming Coleraine BID
A Digital Success Story (2019–2025)
From 2019 to 2025, Triovia worked alongside Coleraine Business Improvement District to reshape how the organisation connected with its members, businesses, and the wider community.
What began as freelance digital support evolved into a long-term strategic partnership. Many of the ideas, systems, and campaigns that still define Coleraine BID’s public presence were initiated, proposed, and delivered during this period, with a focus on practical engagement, visibility, and measurable results.
The Challenge
Coleraine BID needed more than marketing activity.
It needed a connected digital ecosystem that could:
Engage levy payers in a meaningful, ongoing way
Communicate clearly with the public and stakeholders
Support town-centre events at scale
Strengthen its position ahead of re-ballot and renewal
The objective was never short-term attention. It was long-term value.
What Was Delivered
A Complete Digital Strategy
A digital strategy was developed and implemented across social media, email, content, and paid promotion. Over time, this built an audience of more than 10,000 followers and nearly 5,000 email subscribers, giving the BID a direct and owned communication channel with businesses and the wider community.
Website and Members’ Portal
The BID website was supported and expanded with the introduction of a secure members’ area. This allowed levy payers to access exclusive updates, opportunities, and services, strengthening engagement and transparency, particularly during the re-ballot period.
Content, Photography and Video
Ongoing photography, videography, and editorial content showcased local businesses, campaigns, and town-centre activity. This consistent storytelling became central to how Coleraine was represented locally and nationally.
Public Relations and Major Events
PR activity included leading communications for major moments such as the Olympic homecoming parade for Hannah Scott, one of the largest public events in Coleraine outside Armed Forces Day. Seasonal campaigns, especially Christmas, consistently attracted thousands into the town centre and positioned Coleraine as one of Northern Ireland’s strongest festive destinations.
Award-Winning Campaigns
A defining highlight was directing the digital campaign that helped secure High Street of the Year 2022. The approach focused on real businesses, authentic stories, and community-led engagement, supported by national-level promotion.
Innovation Within a BID Environment
Several initiatives were introduced that were uncommon or new within a BID setting, including:
One of the UK’s first BID-led Christmas radio stations
A printed Coleraine BID magazine that went on to win awards
Use of the town-centre speaker system for business promotion
A professionally produced re-ballot campaign video demonstrating BID impact
Each initiative was designed to extend reach, increase visibility, and provide tangible value to levy payers.
Business Support and Digital Skills
Alongside public-facing campaigns, practical digital education and hands-on marketing support were delivered to local traders. This became part of Coleraine BID’s award-winning business support package, helping businesses improve their own digital capability rather than relying solely on central promotion.
Impact
Supported Coleraine BID in securing renewal for a second term
Built one of the most digitally engaged BID audiences in Northern Ireland
Delivered recognised, award-winning campaigns
Established systems that continued to deliver value beyond individual projects
Why the Chapter Ended
In mid-2025, following the departure of Coleraine BID’s Chief Executive, a decision was taken not to pursue a new service level agreement.
This marked a strategic shift rather than an ending.
The focus moved from delivering services for a single town to developing scalable products, frameworks, and support models designed to benefit BIDs across Northern Ireland, the wider UK, and internationally. The experience gained in Coleraine became the foundation for this next phase.
A Long-Term Vision, Delivered
While we no longer take on freelance work, we are proud to continue delivering:
Ongoing digital marketing and training support
Strategic content and engagement tools
Long-term value aligned with the 2024–2029 business plan
The work carried out between 2019 and 2025 laid a strong digital foundation. What followed was a transition from delivery to legacy, ensuring that the value created continues well beyond the original partnership.
A Legacy to Build On
Nearly six years of sustained work helped shape how Coleraine BID communicates, engages, and demonstrates value to its members. The platforms, audiences, and strategies established during that time continue to influence its direction today.
This was not a short-term contract.
It was a long-term commitment, delivered with purpose, and concluded at the right moment.