Flour Mill Unwinds
How we brought together placemaking, marketing, activation and measurement to help The Flour Mill become better known, better connected and better used.
+23% People on site | +88.2% Website traffic |
+51.6% Google Business Profile interactions | +19.3% People recognising someone in the precinct |
The Client
The Flour Mill, Summer Hill
The Flour Mill is a heritage mixed-use precinct in Summer Hill, Sydney, bringing together local businesses, residents and community spaces.
Save My Marketing worked with the Flour Mill Business Collective on a year-long program designed to strengthen the precinct's identity, increase visitation and build stronger connections between the businesses and the wider community.
The Challenge
Turning a collection of businesses into one destination.
The Flour Mill had a distinctive setting and a growing mix of businesses and community activity. The opportunity was to bring these elements together and give people more reasons to discover the precinct, visit, stay and return.
This meant looking beyond individual businesses and one-off campaigns to build awareness of The Flour Mill as a destination in its own right. It also meant being able to measure whether the work was making a difference.
The Approach
One place. One connected strategy.
We brought together the parts of placemaking that influence how people discover and experience a place.
Build recognition
We refreshed the precinct brand and developed a campaign theme to create a stronger, more consistent identity.
Create reasons to visit
We supported markets, events and other activations that brought people into the precinct and encouraged them to spend time there.
Make the precinct easier to find
We strengthened the website, SEO, Google Business Profile, social media and digital advertising, alongside local and outdoor marketing.
Build connection
We worked with businesses, community members and local partners to strengthen participation and create a greater sense of a shared precinct.
Measure what changed
Independent place audits tracked visitation, behaviour, perceptions and community connection across the year, alongside digital and business results.
What We Delivered
A coordinated program across:
Brand and campaign development
Digital marketing and paid social
Website and SEO improvements
Google Business Profile and Google Maps
Local and outdoor marketing
Events and precinct activations
Community and stakeholder engagement
Measurement and reporting
The digital campaign alone generated more than 96,000 clicks, 5.02 million impressions and 1,300 new followers across the year.
The Impact
The precinct became more visible, more active and more connected.
The Flour Mill had a distinctive setting and a growing mix of businesses and community activity. The opportunity was to bring these elements together and give people more reasons to discover the precinct, visit, stay and return.
This meant looking beyond individual businesses and one-off campaigns to build awareness of The Flour Mill as a destination in its own right. It also meant being able to measure whether the work was making a difference.
+23%
People on site - increasing from 735 to 901 average people on site per day. | +30%
People moving through the precinct, increasing from 473 to 617 on an average weekday. |
+88.2% Website traffic. | +51.6% Google Business Profile interactions. |
+51.6% Average monthly revenue reported by participating businesses over the measurement period. | +19.3% Percentage points. Visitors recognising someone else in the precinct, rising from 56.9% to 76.2%. |
In the Client's Words
“The measurement has allowed us to put real numbers on the Markets' economic benefit to businesses and sentiment/brand benefit to the community.” - Little BIG House
What We Took From It
Marketing can help make a place matter.
A strong precinct needs more than visibility. People need a reason to visit, something that makes them want to stay, and experiences that give them a reason to keep coming back.
For The Flour Mill, we brought marketing, activations and community engagement together to create more reasons for people to visit and connect with the precinct. From markets and events to community initiatives such as Loneliness Awareness Week, each activity helped build a stronger sense of place.
That's the opportunity with placemaking: creating places people notice, choose to visit and want to come back to.
Could your place do more?
Whether you're launching a new precinct, revitalising an existing one or looking to create more value from a place, we'd love to talk about what's possible.
See the full impact
Want to see the data behind the story?
Download the Flour Mill Unwinds Impact Report for the full-year results across visitation, community connection, business outcomes, digital activity and events.