BID Expansion
A Case Study in Strategic Leadership
Spearheading the successful Business Improvement District (BID) expansion was a multifaceted, multi-year strategic project that culminated in a decisive 74% vote in favour from the business community. This initiative demonstrates Impact(ful) Management’s ability to lead complex projects from initial concept through to a successful, quantifiable outcome.
Amanda Wellgreen’s role was to drive growth and cultivate engagement by managing all facets of this significant programme. The project began by laying the strategic groundwork, including a comprehensive data-gathering phase to build a robust database of local businesses. She then integrated the expansion into the core business plan for 2021, orchestrating a seamless process of engaging the wider community.
Key project successes
Strategic & policy compliance: Successfully navigated the complex requirements of the Auckland Council BID Policy, ensuring every objective and deadline was met. This required a strategic approach to planning and a deep understanding of governance to secure local board approval.
Integrated communications: A core pillar of the project was the creation of a comprehensive communication plan. This included digital and print campaigns, as well as leveraging events to build momentum and excitement. A key part of this strategy was the establishment of the Onehunga Women in Business network, which served as an additional powerful channel for engagement.
Stakeholder & community engagement: Lead the broad-scale effort to engage the wider business community. Our approach involved building consensus, managing diverse expectations, and preparing for the final voting process. This direct, transparent engagement was key to achieving a high level of community support. In advance of the official ballot for the BID expansion, we led over 12 hyperlocal coffee events where we directly interacted with businesses at one of their neighbour’s businesses, outlined the role of a BID and listened to what they, in turn, needed. This was an excellent way of gathering data for how we could be a successful expanded business association.
Operational oversight: Despite managing the organisation's existing workload, focused leadership was needed to ensure the project stayed on track. From event management and logistics to ensuring the integrity of the voting process, Amanda delivered hands-on operational management that was critical to the project’s success.
