Case Studies »
Building Community Connection
Community Social Media Strategy
Where:
Idlewells Shopping Centre, Sutton-in-Ashfield
Deliverables:
- Social media strategy & management
- Content creation & video reels
- Community engagement & audience research
- PR & local press liaison
- Event activation support
The Results
+1,100 New Social Media Followers
2.4 Million Views
12,400 Interactions
7,400 Event Attendees
The Task
Idlewells faced intense competition from e-commerce and larger regional shopping destinations, coupled with negative local forum narratives surrounding the “decline of the high street.”
Toolbox approached the challenge by conducting in-depth, on-site audience research to identify core demographics, Comfortable Seniors, Local Workers, and Striving Families, and shifting the social focus away from a “faceless landlord” corporate persona.
The primary objective was to overcome regional apathy, drive off-peak and midweek visits, and build long-term trust by establishing Facebook as the primary digital heartbeat for the local community over a six-month phase.
The Solution
Toolbox engineered a tailored, community-first social content framework built upon four local pillars: Budget & Convenience, Small Business Support, Community Engagement, and Trends on Your Doorstep.
To humanise the centre, Toolbox produced face-to-camera short reels featuring local independent traders and everyday centre staff, directly leveraging the principle that people buy from people.
We proactively invited customer feedback online to reshape the local narrative, while promoting value-led messaging around free warm spaces, family activities, and local essentials. By showcasing regional trends accessible right on the high street, Toolbox successfully drove offline footfall and built strategic connections with local stakeholders.
This approach shifted sentiment from routine queries to emotional community advocacy, evidenced by visitors praising centre staff on social media, and generated organic pick-up in local press like the Mansfield Chad.
The strategy demonstrated a direct correlation between digital activity and physical footfall, notably driving 7,400 visitors during the promoted “Roarsome Adventure” event and establishing a scalable model to relaunch Instagram in Phase 2.
