So you Want Totally Locally in your Town?

Totally Locally is a big idea put together by a small bunch of people. If you like it, and think it would be good for your town, you can have it – for free. It won’t cost you anything. All we want from you is that you commit to it, you get a bit giddy and excited and you go for it!

We’ll help you get started, we’ll come up and talk to your town’s shop keepers and we’ll give you a website, help you set up a facebook page, and give you all the design templates and plans for the campaign, along with a suggested timetable (rough) of what works best at what time.

Why do we do it? We love our independent shops and businesses, and realised that the competition from the big multi-nationals was killing our high streets. Our background is in branding, marketing & business consultancy. We realised that what is missing from most small businesses and towns is a structured branding and marketing approach (sorry this is sounding a bit corporate but bear with us), something that everyone can get their teeth into, which is easy for the general public to buy into. And it’s proven! (We even won a couple of nice big awards on the way).

The campaign came about when our Council (Calderdale Council in West Yorkshire) put some money aside to help small shops at the start of the economic downturn. Totally Locally was our response. We built a structure that really worked, and has had a big impact on the towns of Calderdale, but more importantly has led to a change in shopping habits. How? Well it makes it easy for people to do something that will make a difference to where they live. The £5 message really hit home, and with the follow up of the rest of the campaign, Totally Locally has become a much loved brand in our area.

Then other towns asked if we could do it for them. We thought hard about it then went, yep!

Free?! Yes it is. Truly. We don’t charge, we don’t do advertising, we don’t ask for anything. If you want to give something great, but to be honest that’s not what it’s about. We are honest in the fact that in 5 years time and if this all goes the way we plan, we might make a living on the lecture circuit, but for now our day jobs pay our wages. Totally Locally is our “unreasonable passion” – and everyone should have one of those. Sometimes you know when something is just “The right thing to do”.

Totally Locally Ltd as a Social Enterprise. We love what we do, we get excited that we could possibly make a big impact on the towns of the UK, by being a bit clever, working with great people who care and playing the big boys at their own game.

What will you need?
Here’s your shopping list (no pun intended).

A starter – someone who wants this really badly.
Some supporters – a group of 3 people can change a town tremendously. 1 can make a difference, 3 can make a huge difference.
A thick skin – you’ll be told “We’ve tried stuff like this before”, it won’t work” & lots of other things. Just get on & do it, then when it works they’ll all want to be part of it.
Writers. Totally Locally has a quirky, fun tone of voice. People like it because it’s not preachy, not confrontational, and NOT corporate. There’s usually loads of people in a town who want to write, and if it’s combined with a love of their town you’re laughing. Sometimes older people are up for this, but in Calderdale we have had everyone from students to pensioners submitting stuff. Why not put a call out in the local paper, or just ask around. You’ll be surprised. We give you a structure of how to get the right tone of voice, what questions to ask for a hidden Gem and even a template for your very own Totally Locally Times if you so wish.

Photos. A big part of the campaign is great quality photos, but they must be relaxed and fun. A big comment from people who visit our site say “the photos just make me want to go to the shop right away”. It’s why they are so big on the site. They should show the shop owner and elements of the shop & products they sell. They’ve got soul!! We’ve found that 6th forms and colleges volunteer to get involved, also students looking to expand their portfolio. Or you could club together to pay for a local photographer. It’s practicing what you preach! (Also when students get involved they inevitably tell their parents and become evangelical about the campaign thmselves).

A ‘Web Master’ or 2
Don’t panic, the site is built on a really easy Content Managed system. If you can buy a book online (in case you don’t have a local bookstore of course!), send an email and attach a photo to an email you can manage the website. We’ll give you a bit of training, and you can always email us with problems.

What’s the catch?

You’ve got to keep it up. If you ignore Totally Locally it will fade. It’s long term, but in the end that’s why you got into business in the first place, to do exciting and good things. No more catches.

So if you want Totally Locally in your town, for your market, or for something you are doing to celebrate local independent businesses, shops and people – give us a call, drop us a line, contact us – we would love to help you celebrate the good things in your town.