Digital & Social Media
At the heart of Aldershot’s town centre sits The Wellington Shopping Centre, a well-established retail destination offering a balanced mix of national brands and independent local businesses. Managed by Fidum Property Management, the centre serves everyday shoppers seeking convenience, variety, and community. With fashion, food, and essential retail all under one roof, The Wellington plays a central role in the town’s commercial and social life. However, like many high-street environments, it faced increasing competition from online retail and neighbouring destinations, making visibility and engagement more important than ever.
Following a recent change in centre management, the client required a fresh, data-driven approach to marketing that would re-energise public perception and reverse a gradual decline in footfall. AL Marketing was commissioned to undertake a comprehensive marketing audit, reviewing brand presence, audience perception, competitor positioning, and digital performance.
The audit revealed that while the centre maintained strong tenant diversity and community value, its social media channels had experienced periods of inactivity and inconsistency. Engagement levels were below potential, and the opportunity to leverage digital platforms as a driver of physical visits was largely untapped. The brief was clear: rebuild momentum, strengthen online visibility, and translate digital engagement into measurable in-centre traffic.
AL Marketing delivered a focused social media strategy to revitalise The Wellington’s online presence, increase engagement, and drive steady follower growth across Facebook and Instagram. The approach centred on consistent, high-quality visual content, clear performance tracking, and community-led messaging that positioned the centre as a convenient, all-in-one local destination. By combining structured content planning, light paid promotion, and ongoing optimisation informed by insights and competitor awareness, the strategy created a sustainable framework for long-term brand visibility and stronger connections with local shoppers.
The outcome was both measurable and commercially meaningful. From July through January, average year-on-year footfall increased by 9.3% compared with the previous year, demonstrating a clear upward trajectory following the introduction of consistent social media management. This uplift reflected not only improved visibility but stronger public engagement and renewed interest in the centre’s offerings.
Social media performance also exceeded expectations. Engagement rates remained comfortably above typical industry benchmarks, indicating that content resonated strongly with the local audience. Follower growth surpassed its KPI, achieving 13% growth within the active management period. This expansion of audience reach created a larger, more engaged community to influence future campaigns and seasonal promotions.
Beyond the numbers, the centre experienced a noticeable improvement in brand sentiment and online interaction. Comments, shares, and user-generated content increased steadily, signalling that the audience was no longer passively observing but actively participating. The combined effect was a healthier digital ecosystem supporting sustained physical visitation.
“Since AL Marketing took over our social media management in July, we’ve seen a clear and steady year-on-year increase in shopping centre footfall from August onwards. The positive trend in our annual footfall report highlights the real impact their work has had. Their contribution has been both measurable and impressive, and it’s been great to see such tangible results from their strategy and execution.”
Eva Papaoikonomou
Operations Manager – Fidum Property Management
This project demonstrated how a well-structured digital strategy can deliver tangible, offline results. Consistent content, clear performance tracking, and a strong community-first voice translated into increased footfall, sustained engagement, and meaningful follower growth. Most importantly, the collaboration reinforced trust between client and agency, proving that thoughtful social media management is not merely about visibility — it is about driving real-world impact and long-term value.