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#SquareSmile For businesses that can directly reach Square Mile workers CAMPAIGN TOOLKIT
#SquareSmile
For businesses that can directly reach Square Mile workers
C A M PA I G N T O O L K I T
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 2
A S M I L E I S T H E U N I V E R S A L
W E L C O M EMAX EASTMAN
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 3
SECTION 01
THE CAMPAIGNSECTION 03
HOW TO GET INVOLVEDSECTION 02
AUDIENCE AND MESSAGINGABOUT THIS TOOLKIT
The City of London Corporation is committed towards the recovery of the Square Mile. As part of that commitment, we are re-energising the Square Mile with the City’s most significant campaign to date and the first to be highly targeted to workers.
This toolkit will provide messaging and assets that will help your business support and participate in the campaign, so mutually we can see the City thrive again.
We’ll continue to update the toolkit with additional assets over the coming weeks.
CAMPAIGN TOOLKIT
H O W T O U S E T H I S T O O L K I T
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 4
T H E C A M PA I G N
SECTION 01
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 5
Ensure the Square Mile is the world’s most innovative,
inclusive and sustainable eco-system, an attractive place to invest,
work, live and visit.
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 6
CAMPAIGN OBJECTIVE
The campaign will encourage workers to return to the Square Mile, not only to the office, but to the vibrant culture, restaurants and bars that make us all proud to work here. Our focus is to revitalise the leisure, retail and hospitality businesses located with the City.
TARGET AUDIENCES
1 Those whose place of work is within the City of London:
• Hybrid workers, who spend the majority of their time working from home
• City workers, who have returned to working in the office more regularly
2 Stakeholders and businesses.
TIMINGS
October 2021 to January 2022
With potential for the campaign to be extended or paused depending on government guidance regarding COVID-19.
P U T
T H E
B A C K O N
YO U R FA C E
SECTION 01: THE CAMPAIGN
C A M PA I G N O B J E C T I V E
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 7
ABOUT THE CAMPAIGN
The ‘Square Smile’ is a campaign launched by City of London Corporation, working closely with key strategic partners, to support the economic recovery of the Square Mile and the shifts in working behaviour as a result of the COVID-19 pandemic.
The campaign’s aim is to increase spend and footfall within the City of London, by targeting communications to the key audience of workers based within the Square Mile.
The campaign will seek to encourage people back to the City, to inspire them to once again share all those unmissable moments and experiences that working from home just doesn’t allow for (but, importantly, without dismissing working from home).
Our research has shown to truly motivate our workers, we need to stimulate an emotional response. To remind them of missed human connection coupled with a sense of pride and desire to want to get back into the City. To create a sense of ownership, and to be part of its future success.
And once experienced, at the end of the day, to put the Square Smile back on their face.
P U T
T H E
B A C K O N
YO U R FA C E
SECTION 01: THE CAMPAIGN
T H E C A M PA I G N
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 8
A U D I E N C E & M E S S A G I N G
SECTION 02
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 9
CITY WORKERS ARE A HUGELY IMPORTANT GROUP TO ENCOURAGE BACK TO THE CITY OF LONDON.
Before the pandemic, they accounted for over half of the Square Mile’s revenue and created the vibrancy and buzz at street level that is integral to the City’s success.
CITY WORKERS OVERALL
• Predominantly 25-44, ABC1s
• Typically working in finance, law, professional services and tech
• Diverse (27% Black, Asian and ethnically diverse) and international
HYBRID WORKERS SPECIFICALLY
• Currently predominantly based at home with 1-3 days in the office (if at all)
• Mix of within London (62%) and commuter areas (38%) to East and South and South East
EMPLOYERS AND BUSINESSES BASED WITHIN THE CITY
Large multinationals and SMEs:
• Multinationals in finance, professional services and tech
• SMEs in leisure, retail, and hospitality
SECTION 02: AUDIENCE & MESSAGING
A U D I E N C E S U M M A R Y
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 1 0
PEOPLE ARE ENJOYING HYBRID WORKING. BUT, THEY ARE MISSING THE SENSE OF BELONGING AND COMMUNITY THAT COMES FROM BEING PHYSICALLY TOGETHER.
We need to tap into this emotion and highlight the compelling reasons to get back into, and re-connect in, the City.
MOTIVATIONS
• Connection – we are social creatures who prefer to meet face-to-face, and in more informal settings
• Energy – people miss the vibrancy of City life and the office
• Variety – the possibilities and spontaneity on offer in the City, and the change of scenery away from their own ‘four walls’
• The benefits of WFH – valuing increased flexibility, more time with family and friends, and a sense of autonomy
• Potential government and employer policies
BARRIERS
• Critical mass – it’s only worth coming into the City if enough other people do
• The commute – time and money spent (alongside safety concerns)
SECTION 02: AUDIENCE & MESSAGING
M O T I VAT O R S & B A R R I E R S
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 1 1
THERE’S NOWHERE ELSE IN THE WORLD QUITE LIKE THE CITY.
And it’s the City of London’s unique offering that allows us to tap into those motivations and barriers to address a number of need states.
THE BEST OF BOTH
The balance of in-person and at-home as a hybrid workforce, while showing how in-person is made even better by abeing in the City.
SOCIALISING
Building and cementing relationships, whether it’s young workers starting their careers, or managers bonding their teams.
A CHANGE OF SCENERY
Making a separation between work and home life. Also, the joy of returning to old favourites, as well as the thrill of discovering new ones.
SECTION 02: AUDIENCE & MESSAGING
W H AT W O R K E R S WA N T
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 1 2
OUR CAMPAIGN IS CENTRED AROUND INSPIRING AND ENCOURAGING WORKERS TO EMBRACE ALL THAT THE CITY OF LONDON OFFERS.
Given that real-life connections are so important, people will be at the heart of the campaign, with the physical form and fabric of the City as backdrop.
OVERALL:
• Generate a sense of ownership and belonging
• Create energy and buzz through active participation
• Encourage workers to be part of the City’s future success
1 Source: The Role of Financial Services February 2021 2 Source: https://www.cityoflondon.gov.uk/things-to-do/city-gardens/target-species
MORE SPECIFICALLY:
• Reconnect and collaborate with colleagues inside and outside the office (mostly outside)
• Share ideas and make exciting, unexpected discoveries
• Be part of bringing back the energy and vibrancy (and soaking it all up)
• Support those smaller independent businesses that make up 99% of the 24,000 businesses within the City1
• Visit one of the many pubs in the Square Mile – more pubs than any other London Borough – or take a breather in one of the 376 green spaces and parks2
SECTION 02: AUDIENCE & MESSAGING
K E Y M E S S A G I N G
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 1 3
WE WANT PEOPLE TO RETURN TO THE SQUARE MILE, AND PARTICIPATE IN ITS VIBRANT OFFER, ULTIMATELY FEELING A SENSE OF PRIDE AND OWNERSHIP OF THE CITY.
Our campaign will highlight all that makes the City so special, with messaging that is consistently inspiring and uplifting.
EMOTIONS
Emotionally bonding people to the City as a place of (re-)connection, and to feel a sense of belonging.
MEMORIES
Encouraging people to recall fond memories and inspire them to create and share new ones. And, ultimately make them smile.
NEWNESS
Getting back into the City will give people the chance to make, and enjoy, exciting new discoveries.
SECTION 02: AUDIENCE & MESSAGING
H O W W E W I L L C H A N G E B E H AV I O U R S
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 1 4
H O W T O G E T I N V O LV E D
SECTION 03
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 1 5
P U T
T H E
B A C K O N
YO U R FA C E
WHEN WE WORK TOGETHER AND SPEAK TO SQUARE MILE WORKERS WITH ONE UNITED VOICE, WE ENSURE THAT YOUR EMPLOYEES KNOW THEY ARE WELCOME HERE. WE RESTORE THEIR CONFIDENCE IN RETURNING AND INSPIRE THEIR PASSIONATE, PROUD AND POSITIVE FEELINGS TOWARDS THE CITY.
We are asking you to support the campaign via your communication channels. You will be joining the City’s most significant marketing campaign to date and the first to be targeted to workers.
Through this toolkit, we will provide all the tools necessary for you to share the message with your employees, including:
• The Square Smile logo and guidelines
• Campaign photography
• Video
• Suggested messaging
SECTION 03: HOW TO GET INVOLVED
B E N E F I T S O F PA R T I C I PAT I N G
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 1 6
FROM UTILISING THE EXAMPLES INCLUDED IN THIS TOOLKIT, TO GETTING #SQUARESMILE TRENDING, THERE ARE A NUMBER OF WAYS YOU CAN BE PART OF THE SQUARE SMILE CAMPAIGN:
• Use the Square Smile logo, photography, video and messaging in your internal communication channels. This could be:
• Adding the Square Smile images and video to your intranet
• Including the campaign in emails to your employee database, so workers can be kept up to date on the campaign, and support it
• Encouraging your employees to share their experience of the Square Mile using the #SquareSmile hashtag
• Let us know if you share Square Smile on your own channels so we can reshare or interact with your content where possible
We will send a monthly update to City employers with any campaign updates, new content and upcoming events we think your employees will be interested in.
Sign up to receive our monthly updates here.
Need anything else or want to collaborate?
If you think additional content, logos or photography would help your business to further support the Square Mile recovery, or if you have an idea you wish to collaborate with us on, please get in touch via email [email protected]
If you’re a business with public-facing channels that reach Square Mile workers, for example; a Business Improvement District, coffee shop or City-specific publication – you may use any of the toolkit assets on your public-facing channels.
SECTION 03: HOW TO GET INVOLVED
F O R E M P L OY E R S
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 1 7
HERE’S HOW THE SQUARE SMILE CAMPAIGN COULD LOOK ON YOUR COMPANY INTRANET:
SECTION 03: HOW TO GET INVOLVED
I N T R A N E T E X A M P L E S
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 1 8
HERE’S HOW THE SQUARE SMILE CAMPAIGN COULD LOOK FOR EMAILS:
Headline: Put the Square Smile back on your face
Subhead: With so many places to get together or relax in, there’s nowhere else quite like the City.
Copy: The vibrancy of every street. The open green spaces to relax and chat in. All the welcoming faces at your favourite bar, as well as the ones behind it. Every single place is there for you to enjoy - and to enjoy together.
And it’s simple - because people make this exciting and truly unique part of London what it is. Spirited, always welcoming and sociable around the clock.
Are you ready to put the #SquareSmile back on your face?
Visit our website to see what you can be enjoying right now.
SECTION 03: HOW TO GET INVOLVED
E M A I L E X A M P L E S
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 1 9
Example 1 for employer channels
In the City a few days a week? You already know how exciting it is… but there’s always more to enjoy. From vibrant eateries to welcoming shops to lively bars, they’re all here to put the #SquareSmile back on your face. @visitthecity @cityoflondon
HERE’S HOW THE SQUARE SMILE CAMPAIGN COULD LOOK ON SOCIAL CHANNELS.
Accompanying copy for each post should be as succinct as possible, referencing #SquareSmile and #VisitTheCity, tagging @VisitTheCity and @CityofLondon where applicable.
SECTION 03: HOW TO GET INVOLVED
S O C I A L C O P Y
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 2 0
Example 2 for employer channels
For when you’re in the City, there’s a lot waiting for you. An endless choice of eateries. All the open green spaces. Even the lively, buzzing bars. Come and let them put the #SquareSmile back on your face. @visitthecity @cityoflondon
HERE’S HOW THE SQUARE SMILE CAMPAIGN COULD LOOK ON SOCIAL CHANNELS.
Accompanying copy for each post should be as succinct as possible, referencing #SquareSmile and #VisitTheCity, tagging @VisitTheCity and @CityofLondon where applicable.
SECTION 03: HOW TO GET INVOLVED
S O C I A L C O P Y
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 2 1
Example for culture
Switch on your out of office. Book in to a museum. Take a seat for an inspiring talk. Grab a friend for a last-minute exhibition. The City is home to all this - and a lot more. Let it all put the #SquareSmile back on your face. @visitthecity @cityoflondon
HERE’S HOW THE SQUARE SMILE CAMPAIGN COULD LOOK ON SOCIAL CHANNELS.
Accompanying copy for each post should be as succinct as possible, referencing #SquareSmile and #VisitTheCity, tagging @VisitTheCity and @CityofLondon where applicable.
SECTION 03: HOW TO GET INVOLVED
S O C I A L C O P Y
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 2 2
Example for retail
The City isn’t just for business. Take time for a chat with the shop owner. Browse the windows on your lunchbreak. Take that shirt in blue, and pink. There’s only so much online shopping you can do - so come and do it in real life in the City. It will put the #SquareSmile back on your face. @visitthecity @cityoflondon
HERE’S HOW THE SQUARE SMILE CAMPAIGN COULD LOOK ON SOCIAL CHANNELS.
Accompanying copy for each post should be as succinct as possible, referencing #SquareSmile and #VisitTheCity, tagging @VisitTheCity and @CityofLondon where applicable.
SECTION 03: HOW TO GET INVOLVED
S O C I A L C O P Y
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 2 3
Example for food and drink
Steal yourself away from work for a perfectly made coffee. That tucked away bar. The vibrant eatery where you always grab the table in the window, if you can. You can almost taste all that the City offers. And when you do, it will put the #SquareSmile back on your face. @visitthecity @cityoflondon
HERE’S HOW THE SQUARE SMILE CAMPAIGN COULD LOOK ON SOCIAL CHANNELS.
Accompanying copy for each post should be as succinct as possible, referencing #SquareSmile and #VisitTheCity, tagging @VisitTheCity and @CityofLondon where applicable.
SECTION 03: HOW TO GET INVOLVED
S O C I A L C O P Y
C I T Y O F L O N D O N ‘ S Q U A R E S M I L E ’ C A M PA I G N T O O L K I T 2 4
DIVERSITY
This is an important component of the campaign (images and video content) as it needs to appeal to a broad range of audiences, while conveying the unique offering of the City.
MAKE IT EASY FOR YOUR AUDIENCE
We want audiences to act following exposure to the campaign, so make sure calls to action and links to websites/social channels are included.
FEATURE IDENTIFIABLE CUES
Visually, we are appealing to a range of different people, so it’s important to ensure a balance of iconic City and hidden gems (although please avoid anything that looks ‘touristy’.)
TONE OF VOICE
Do… Use language that encourages a desire to want to get back into the City by reminding your audience what’s on offer (i.e. ‘Your favourite rooftop bar’, ‘Vibrant, exciting and wholeheartedly unique.’)
Ensure copy is succinct and to the point, but always with a warm, friendly tone.
Don’t… Go into lengthy detail - we want people to interact and be curious/keen to find out more (such as visiting the website or searching #SquareSmile.)
Use language that is linked to the pandemic (i.e. ‘re-visit’, ‘come back’, ‘this is what you’ve missed’.)
SECTION 03: HOW TO GET INVOLVED
C R E AT I V E C O N S I D E R AT I O N S
