Leading the BID industry
Leading the BID industry
Elevate your marketing expertise with the British BIDs Certificate in BID Marketing course.
This comprehensive online programme is designed specifically for BID professionals, offering in-depth training on essential marketing strategies and tools. Gain practical knowledge to attract visitors, engage local businesses and enhance community vibrancy. With expert-led sessions, interactive workshops, and real-world case studies, you'll develop the skills to drive impactful marketing campaigns. Join a network of like-minded professionals and take your BID's marketing initiatives to the next level.
Each session runs between 2-3 hours, starting at 10am. All sessions will run online.
If you are interested in completing our Certificate in BID Marketing course, please get in touch.
Unlock the secrets of successful marketing with our specialised "Marketing 101" short course! Perfect for beginners and those looking to refresh their knowledge, this course offers a solid foundation in marketing principles tailored specifically for Business Improvement Districts (BIDs). Whether you're part of a small or large team, and regardless of your budget, there are always effective strategies to implement.
This practical, and down-to-earth session will equip you with essential marketing skills to attract visitors, engage local businesses, and enhance community vibrancy. Learn to build strategies for understanding your target audience, create compelling messages, and leverage various channels to reach them effectively.
Tutor - Simon Edward
Topics will include:
The session will include examples, with brief writing tasks to help exercise the creative muscles!
Tutor - Toby Chapman-Dawe
Following on from session 1 where we covered marketing basics, we will take a look at the specifics of B2B Marketing for BIDs and also take a look at the impact and opportunities to use Artificial Intelligence (AI) in Marketing execution. We will follow this with an exclusive marketing round table, designed specifically for BID marketing professionals. As part of our comprehensive "British BIDs Certificate in Marketing" course, this interactive session offers a unique platform to exchange ideas, share experiences, and collaborate on effective strategies with fellow BID marketers and industry experts.
Deliberately scheduled for the middle of the course, this round table is your opportunity to bring your questions, challenges, and opportunities to the table. Hear and learn from others, build clarity, and set your plans in motion.
Dive into discussions that tackle real-world challenges, discover innovative solutions, and gain valuable insights to elevate your district's marketing initiatives.
Tutor - Simon Edward
This interactive session focuses on how Business Improvement Districts can make the most of digital marketing with the resources they already have. Drawing on proven approaches from working with small and medium-sized businesses, we will explore how to choose the right channels, reuse content effectively, and measure success.
You will learn:
This session will give you practical tools and confidence to plan smarter, stretch your content further, and clearly measure your results.
Tutor - Andrew Laws
During this final session we will pull together all of our learnings over the past weeks, with a practical approach to developing a Marketing Strategy for your BID. We will also use this closing session to hold a final round table to reflect on the learnings, hoover up the side discussions which have arisen and take questions.
Tutor - Simon Edward
The lead Tutor is Simon Edward. Simon is the Former Vice President and Chief Marketing Officer at IBM, and a BID Board Director. Simon is an Advisor to several marketing professional bodies, a Fellow of the Chartered Institute of Marketing, and a Chartered Marketer.
Toby Chapman-Dawe is Managing Director of Strand, a specialist copywriting agency. As a journalist for both trade magazines and national press, followed by a switch to the agency side as an advertising copywriter, Toby has been both gamekeeper and poacher. Toby also hosts The Strand Review of Books podcast, and wrote The Beekeeper’s Dictionary – available from Amazon and all good bookshops!
Andrew Laws has been using technology to grow companies for nearly 30 years. He is the founder of The Business Amplifier Skool community and Yeseo.io SEO agency. When he's not in the office helping clients grow, he can be found in the studio or on stage, making very loud noises. Andrew loves to talk about mindset, personal growth, business development, neurodiversity and odd music.
Session 1: Marketing 101
Wednesday 25th February 2026, 10am - 1pm
Session 2: Good writing and communications
Wednesday 4th March 2026, 10am - 12:30pm
Session 3: B2B vs B2C, Artificial Intelligence (AI) & Round Table BID Marketing Discussion
Wednesday 11th March 2026, 10am - 1pm
Session 4: Practical Digital Marketing for BIDs
Wednesday 18th March 2026, 10am - 12pm
Session 5: Developing a BID Marketing Strategy - plus Reflections, Questions & Closing Round Table
Wednesday 25th March 2026, 10am - 12pm
Session 1: Marketing 101
Wednesday 3rd June 2026, 10am - 1pm
Session 2: Good writing and communications
Wednesday 10th June 2026, 10am - 12:30pm
Session 3: B2B vs B2C, Artificial Intelligence (AI) & Round Table BID Marketing Discussion
Thursday 18th June 2026, 10am - 1pm
Session 4: Practical Digital Marketing for BIDs
Thursday 25th June 2026, 10am - 12pm
Session 5: Developing a BID Marketing Strategy - plus Reflections, Questions & Closing Round Table
Wednesday 1st July 2026, 10am - 12pm
The cost of the course is £1,500 for Bb members, including their 25% discount. For non-members, please get in touch.
Ben Beardmore-Gray, Newbury BID
Ben joined the Newbury BID team full-time as Marketing Manager in December 2024, after several years of account managing Newbury BID in his previous role at a leading local media company.
With extensive experience in local marketing and well-established relationships with BID businesses and suppliers, he brings valuable insight and expertise to the team and looks forward to championing all the fantastic work that local businesses already deliver throughout Newbury town centre.
His role includes managing the public-facing Visit Newbury website and social media channels, as well as contributing to the development and execution of a long-term marketing strategy as Newbury BID prepares for its re-ballot in 2027.
Wendy King, Poole BID
Wendy is the Communications and Operations Manager at Poole BID. Since joining in 2022, she’s played a key role in helping the area recover from the challenges of the pandemic. She’s been instrumental in Poole BID earning British BIDs accreditation, a recognition that only a small number of BIDs across the UK achieve. Wendy is passionate about making Poole a great place to live, work, and visit, always looking for ways to boost the local economy and bring the community together.
Charlotte Perry, Stoke-on-Trent City Centre BID - Marketing Officer
Joining the BID from the Staffordshire University Accellerator Graduate scheme initially, Charlotte now supports with content for BID social media and website, along with events and activities promotion.
Sally Boyd, Bury BID
Sally joined Bury BID in 2023, initially as Business Liaison before becoming Marketing and Communications Manager in 2024. She leads-on the town centre’s Destination Marketing Strategy, overseeing campaign planning, budgets, PR, and digital engagement to strengthen Bury’s profile as a cultural and retail destination. Her work has included delivering high-profile initiatives such as ComicCon, the Lantern Parade, and the Bury Food & Drink Festival, all aimed at attracting new audiences and increasing footfall.
With over 15 years’ experience in marketing and communications across the arts, hospitality, and agency sectors, Sally brings a wealth of expertise to the BID. She is passionate about using creativity and collaboration to support the business community and is committed to ensuring Bury remains a vibrant, welcoming, and connected place for residents, visitors, and businesses.
Beth Bennett, Globe Business Park & Cressex Business Park BIDs
Beth joined the Globe and Cressex BID Team in February 2024 as BID Project Officer, taking responsibility for events and marketing. She played an integral role in the successful BID ballot at Globe in December 2024 and continues to work closely with local businesses and stakeholders to deliver impactful events and initiatives. Beth is committed to raising the profile of both districts, strengthening community connections, and supporting the long-term growth and success of the BID areas.
Courtney Harrison, Lincoln BIG
Courtney joined Lincoln BIG in 2024 as Marketing Coordinator and has quickly become a key part of the team, supporting the promotion of the city and everything that makes it unique. Her role focuses on highlighting the wide range of services and events delivered by the BID, while shining a spotlight on the businesses within the area to help attract footfall and celebrate their contribution to the city’s success.
Lincoln born and bred, Courtney is passionate about supporting her home city, championing all the positive things it has to offer, and helping to make Lincoln a great place to live, work, visit, and study. She particularly enjoys working on events and exploring new ideas that can be brought to the city to enhance its vibrancy as both a business hub and a tourist destination.
Nicola Wooldridge, Hemel Hempstead BID - BID Manager
Georgia O'Connell, Stratford upon Avon BID - Projects Coordinator
Jade Sandground, Wakefield BID - Marketing and Events Assistant
Marcia Greenwood, Northfield BID - Town Centre Manager
Lauren Furey, Wandsworth Town BID - Marketing and Communications Manager
Lauren Furey, Wandsworth Town BID
"Taking part in the British BIDs marketing course enabled me to gain valuable insights, not only from the experts who delivered the course but also from other marketing professionals based at BIDs up and down the country. Even if you think you know everything there is to know about marketing, there's a good chance you'll be surprised by what can be further understood, specifically, about BID marketing."
Rifat Iqbal-Khan, Slough Town Centre BID
"I feel truly honoured to have completed this course. I really appreciate the guidance provided by our wonderful tutors, whose expertise and encouragement played a vital role in my success. Graduating from the BID Marketing course has empowered me with knowledge and skills to take on new challenges in my career. Thank you British BIDs."
Suzy Dierckx, Winchester BID
"The Certificate in BID marketing provided great insights, but what really stood out for me was the collaboration and networking it encouraged. It created a fantastic space for BIDs to share ideas, learn from each other, and build connections across different districts."
Melissa Hanley, One Maidstone BID
"I thoroughly enjoyed participating in the Certificate in BID Marketing course in 2024. Each week was something I looked forward to, and I stayed engaged throughout the sessions. Although the course was entirely online, the flexibility it offered was perfect, especially considering the demanding workloads at BIDs! It was fantastic to connect with marketing and events colleagues from across the BID sector, exchanging best practices and staying connected even after the course. I've gained valuable insights that I've already implemented into our BID marketing strategy. I would highly recommend this course to anyone looking to deepen their understanding of BID marketing and expand their network with other BIDs."
Sam Murray, (formerly) Crawley Town Centre BID
Sally Boyd, Bury BID
Beth Bennett, Globe Business Park & Cressex Business Park BIDs (Groundwork)
Nicola Wooldridge, Hemel Hempstead BID
Courtney Harrison, Lincoln BIG
Ben Beardmore-Gray, Newbury BID
Marcia Greenwood, Northfield BID
Wendy King, Poole BID
Charlotte Perry, Stoke-on-Trent City Centre BID
Georgia O'Connell, Stratford upon Avon BID
Jade Sandground, Wakefield BID
Lauren Furey, Wandsworth Town BID
2024
Lois Churcher, BID Leicester
Rachael Aldridge, Central District Alliance
Ryan Mitchell, Chelmsford For You
Kate Keene, Coventry BID
Joanna Breuer, Fulham Broadway BID
Stephanie Vlamis, Huddersfield BID
Cyril Bekoe, Ilford BID
Melissa Hanley, One Maidstone BID
Rifat Khan, Slough Town Centre BID
Elaine Weir, Westside BID
Luisa Huggins, Westside BID
Suzy Dierckx, Winchester BID
