One Yorkshire Audience.

For Independents.

Built By Independents.

We need a powerful reason for Yorkshire consumers to join the audience.

That's where the first major Pride of Yorkshire campaign comes in.

Win FREE Food & Drink For A Year

Throughout December, every participating Pride of Yorkshire Member will promote the same county-wide campaign to their customers, followers and Supporters.

Every Member contributes a worthwhile FREE Food or Drink for a Year prize.

That doesn't need to mean giving away products every week.

A Member could provide four seasonal deliveries during 2027, for example:

Cheese: four seasonal cheese boxes
Coffee: four selections during the year
Bakery: four seasonal bakery boxes
Farm Shop: four hampers
Butcher: four seasonal meat boxes
Confectionery: four gift selections

The prize needs to feel worthwhile to the winner without becoming commercially unreasonable for the participating business.

Quarterly fulfilment also keeps delivery and administration manageable.

Because the prizes are only half of the campaign.

The real objective is:

Audience Building

Every Member tells their customers:

“Enter to Win FREE Food & Drink for a Year with Pride of Yorkshire.”

Those customers discover Pride of Yorkshire.

Other Members do the same.

Entrants share the competition.

More people discover the participating businesses.

And the shared audience grows.

That audience remains available for us to continue promoting and discovering Yorkshire independents long after the December competition has finished.

So every Member contributes.

Every Member promotes.

And every Member benefits.

With a flat Membership fee of £97/mo - even without the wider Pride of Yorkshire audience, consider the individual tools.

You receive:

Your own Customer VIP Club.

Your own Supporter database.

Up to four PUSH communications every month.

Your BuddyCard.

Google Reviews made easy.

App exposure.

And participation in county-wide customer acquisition campaigns.

But the biggest value will develop over time.

Because you're not simply paying £97 to access an audience that already exists.

You're helping build an audience that gets more valuable as more independents join.

December is our first major audience-building campaign.

We will measure:

How many Supporters join.

How many Members participate.

Which promotions work best.

How much traffic Members receive.

How consumers engage with the App.

And what Members tell us they want next.

For now, the objective is deliberately simple:

Bring Yorkshire independents together.

Build the audience.

Give Members useful tools to communicate with it.

We will run big quarterly campaigns rather than constantly bombarding people with competitions.

That gives Pride of Yorkshire a natural seasonal rhythm.

DECEMBER - LAUNCH CAMPAIGN

WIN FREE FOOD & DRINK FOR A YEAR 2027!

Our flagship campaign.

A prize promotion built around products, vouchers and contributions from Pride of Yorkshire merchants.

A new calendar year gives the campaign a natural reason to ask the residents of Yorkshire:

WHAT WOULD YOU LIKE TO WIN FREE FOR A YEAR?

In 2027 participation in the quarterly campaigns becomes entirely optional - those who participate will enjoy the additional visibility.

SPRING, SUMMER, AUTUMN and YEAR END campaigns with a seasonal flavour.

FOUR BIG CAMPAIGNS

We want to be completely transparent from the outset.

Pride of Yorkshire plans to use UpViral, a specialist referral and giveaway marketing platform, to help boost the quarterly campaigns.

Rather than relying only on paid advertising, UpViral allows campaigns to encourage entrants - the Pride of Yorkshire 'Supporters' - to share with Yorkshire friends and earn additional Draw entries for doing so.

That creates the potential for one Supporter to introduce another…

who introduces another…

who introduces another.

WE ARE NOT PROMISING “VIRAL” RESULTS.

No marketing platform can guarantee those.

However, UpViral has an extensive and proven track record showing how businesses and organisations have used referral-driven giveaways to grow large audiences across many different markets.

A collection of prizes with the high value perception of Win FREE Product for a Year! - with multiple chances to win and free entry - we can expect to become another successful Case Study for UpViral.

We think merchants considering Pride of Yorkshire should be able to see the technology and examples behind the strategy for themselves.

There are many UpViral Case Studies to review - below are a three that are most closely aligned with Pride of Yorkshire.

Tickets for Good

Tickets for Good is based in Sheffield. They use desirable donated event tickets as the attraction and use UpViral/referral marketing to grow their audience.

One 14-day campaign brought around 2,300 new leads plus nearly 900 Facebook-group members, and after repeating the approach across campaigns they had generated 13,330+ leads.

Tasha Mayberry — Multi-Brand Giveaway

Multiple businesses contributed prizes, participating brands promoted the giveaway to their own audiences, and the combined campaign generated 4,300 direct leads + 1,579 referred leads, nearly 10,000 landing-page visits, and a 20% sales lift.

Siddharth Pal

Siddharth partnered with other businesses that supplied prizes worth around $13,000. The participating businesses also shared the giveaway through their own audiences.

The result was 4,691 leads, of which 3,713 were referred — roughly 80%. UpViral specifically attributes the success partly to mutually beneficial collaboration: prize providers received exposure and traffic while the organiser built the audience.

Pride of Yorkshire

UpViral is only part of the plan.

Imagine 50 participating Yorkshire businesses each telling their own customers and social followers:

“We're part of Pride of Yorkshire — enter to Win Yorkshire!”

Now imagine 100.

Or 500.

Every participating merchant has their own customers, email subscribers and social followers.

Instead of those audiences remaining isolated, Pride of Yorkshire gives us an opportunity to bring them together around a shared campaign.

EVERY MERCHANT ADDS TO THE AUDIENCE.

EVERY NEW ENTRANT ADDS TO THE AUDIENCE.

EVERY CAMPAIGN BUILDS ON THE LAST.

That's the bigger idea behind Pride of Yorkshire.

The giveaways attract attention.

But they're not the end goal.

The goal is to create an audience of Yorkshire consumers interested in:

Independent businesses

Yorkshire products

Local discoveries

Special offers

New merchants

Seasonal campaigns

and supporting businesses closer to home.

Over time, Pride of Yorkshire should become increasingly useful to merchants because the audience already exists.

We don't want Pride of Yorkshire to become another page containing dozens of logos that nobody visits.

We want people to:

Discover a merchant.

Read their story.

Explore their products.

Ask their Buddy a question.

Visit their online store.

Scan their QR code.

Save their BuddyCard.

Follow them.

Buy from them.

and hopefully…

KEEP BUYING FROM THEM.

Getting a new customer is valuable.

Getting that customer to come back again and again can be even more valuable.

Every Pride of Yorkshire Member receives their own Customer VIP Club App.

Customers can join using your QR code or personal link and add your branded App to their phone.

Then, once a week, you can send your VIP Members a PUSH notification.

Use it for:

• New products

• Special offers

• New menus

• Events

• Seasonal ranges

• Quiet-day offers

• New stock

• Last-minute availability

• Gift ideas

• Important announcements

One useful message every week — directly to people who have chosen to follow your business.

And unlike SMS (Text), there is no per-message charge to the merchant for each included PUSH notification.

When your customers join your VIP Club, they remain connected to your business through your branded App and your weekly PUSH notifications.

But they may also discover other independent businesses through Pride of Yorkshire.

And the same works in your favour.

Customers introduced by other Members can discover your business too.

That is the exchange at the heart of Pride of Yorkshire:

You contribute access to your audience.
Other Members contribute access to theirs.
Together, everyone gains exposure to a much larger audience.

No independent business could economically build that Yorkshire-wide audience alone.

You may share some attention. But you gain access to far more of it.

Join Pride of Yorkshire, appear within the App and benefit from the digital tools.

JOIN AS A MEMBER MERCHANT →

Can you provide your December prize to a winner anywhere in Yorkshire?”

If the answer is yes…

and you're proud of what your independent business creates or sells…

WE'D LOVE TO HAVE YOU INVOLVED.

PRIDE OF YORKSHIRE

DISCOVER YORKSHIRE. SHOP INDEPENDENT. BUY YORKSHIRE.