I’ve recently been helping St Sidwell’s Community Centre, Exeter to improve their public engagement – particularly attracting those living and working locally to their centre and café. Simultaneously they have been constructing some hand-carved seating: the work – hand tools only, including splitting the oak trunk into planks - being carried out by community volunteers under the supervision of a qualified craftsman. Funded as a creative opportunity to develop skills and confidence and to help to break down barriers, the benches were also to make the grounds more attractive – set back from the main thoroughfare, the former grave yard, often frequented by street drinkers, was preventing people from discovering the community centre and patronising the café.
The three benches went in two weeks ago and the unintentional ‘marketing’ impact has been remarkable – the whole ‘feel’ of the place has been transformed - the public are much less intimidated, are asking questions and walking up the path to use the centre and café, people are coming to sit on the benches and enjoy the grass and flower beds.
More over there is a new level of pride and ownership as illustrated by one regular drinker who, when asked to move, not only happily did so, but also commented that there should be more litter bins for him to put his rubbish in and help keep the place more tidy!
I would love to say that the benches were a core strand of our marketing plan, but more than any amount of branding, press releases, flyer distribution etc. these community creations have engaged the public and generated interest. Alongside our planning, clear explanations of what we do, ensuring a warm welcome, promoting forthcoming events, strong social media, etc. we should always be willing to learn, leave space for the unexpected and embrace and celebrate it when it lands in our lap.