In 2020, we launched the Scarborough Gift Card in partnership with NYLEP, The Brunswick and Scarborough Borough Council, committing to a 3 year program of promotion and marketing led by the Discover Yorkshire Coast team.
At the end of the 3 years, due to the changes with the local authority, it was proposed that we take on the scheme for a further year, and the remainder of the contributed funds that had not been spent, would be transferred back to us to run it.
Our initial investment 2020-2023: £25,200
- 3-year fee for the running of the program: £21,600
- Digital Card Add On running costs: £3,600
The amout transferred to us to continue the scheme: £19,640
We are planning to reinvest this over the next 12 months into the following:
Running cost for the physical and digital scheme: £7,200 (+£3,500 end of scheme fee)
- Social Media Budget, including card costs for competitions: £5,000
- Promotion Pre Christmas to promote purchase of the cards: £2,500
- Paid for print allocation: £1,400
We have already changed the structure of how people can purchase the cards by creating collection points throughout the town, and aim to build the social media following to increase awareness of the scheme.
To date £57,000 worth of cards have been spent back with businesses in the local area and they have been spent as follows:
Retail businesses: 1,784 transactions worth £47l
Top 3: Fashion, Beauty and Food
Leisure businesses: 12 transacations worth £346
Film
Food and drink businesses: 457 transactions worth £9,210
Top 3: Italian Restaurant, Cafe/Bar, Hotel Restaurant
If you are on the scheme and can help us promote it to your customers, please get in touch and we can send you some new assets to use.
