Coleraine BID’s Digital Transformation Outlined In New Case Study

A six-year digital partnership between Coleraine Business Improvement District (BID) and marketing agency Triovia has been described as a “long-term transformation” of how the organisation engages with businesses and the wider public.

The collaboration, which ran from 2019 until mid-2025, has been detailed in a newly published case study outlining the strategy, delivery, and impact of the work carried out during that period.

Building a Connected Digital Approach

At the outset, Coleraine BID identified the need for a more structured and consistent approach to communication.

Rather than focusing solely on promotional activity, the partnership aimed to develop a connected digital ecosystem to support levy payers, engage the public, and strengthen the BID’s position ahead of its renewal ballot.

A multi-channel strategy was introduced, spanning social media, email marketing, content creation, and paid campaigns. Over time, this led to the development of a direct audience of more than 10,000 social media followers and close to 5,000 email subscribers.

These channels enabled the BID to communicate directly with businesses and residents, reducing reliance on third-party platforms.

Website Development and Member Engagement

As part of the work, the BID’s website was expanded to include a secure members’ portal.

The platform provided levy payers with access to updates, opportunities, and services, and was used to support engagement during the re-ballot process. The introduction of this system was intended to improve transparency and strengthen communication with member businesses.

Content and Campaign Delivery

Ongoing content production formed a central part of the strategy, with photography, video, and editorial features used to highlight businesses and town-centre activity.

This approach extended to public relations activity around major events, including the homecoming parade for Olympic rower Hannah Scott. Seasonal campaigns, particularly during the Christmas period, were also highlighted as key drivers of footfall into the town centre.

Recognition and Awards

Among the outcomes cited in the case study was Coleraine’s success in securing the High Street of the Year title in 2022.

The campaign supporting the award focused on showcasing local businesses and community involvement, supported by digital promotion at a national level.

New Initiatives Introduced

The partnership also saw the introduction of a number of initiatives described as uncommon within a BID setting.

These included the launch of a Christmas radio station, the production of an award-winning printed magazine, the use of a town-centre speaker system for business promotion, and the creation of a professionally produced video to support the BID’s re-ballot campaign.

Each initiative was designed to increase visibility and provide additional value to levy payers.

Business Support and Training

Alongside public campaigns, digital skills training and practical marketing support were delivered to local businesses.

The aim was to enable traders to improve their own online presence and marketing activity, complementing the BID’s central promotional work.

Impact and Outcomes

According to the case study, the work contributed to Coleraine BID securing a second term and helped establish what is described as one of the most digitally engaged BID audiences in Northern Ireland.

It also states that the systems and processes introduced during the partnership continue to support ongoing activity.

Partnership Comes to a Close

The partnership concluded in mid-2025 following leadership changes within Coleraine BID.

It is understood that a decision was taken not to pursue a new service level agreement at that time.

Triovia has indicated that the experience gained during the project has since been used to develop broader support models for BIDs and organisations beyond Coleraine.

Looking Ahead

While the formal partnership has ended, the case study suggests that the digital infrastructure and strategies developed between 2019 and 2025 remain in place.

The work has been described as laying a foundation for future activity, with its influence continuing to shape how the BID communicates with businesses and the public.