Advertising and Promotion with Punch!
The Suffolk Punch Trust is dedicated to preserving both the Suffolk Punch breed and the skills of the people needed to handle these wonderful horses. The team of workers and volunteers work hard to achieve the charitable aims of the Trust which are:
• Protect the future of the endangered Suffolk Punch breed
• Safeguard Suffolk’s unique rural history by conserving native plants and animal breeds
• Offer educational opportunities for people of all ages and backgrounds
• Provide an beautiful open space for everyone to enjoy
The Suffolk Punch is now an endangered animal, did you know that the Suffolk Punch is now rarer than the Giant Panda? With the charity depending on the revenue gained from visitors to their stud at Hollesley, Woodbridge and kind donations, it was important to use the limited budget available for advertising and promotion wisely.
The main brief was to increase awareness and visitors to the stud and this was achieved by putting together a combination of paid-for advertising and social media content. It had become difficult for the senior staff at the Suffolk Punch Trust to manage the advertising schedule whilst concentrating on the day to day running of the visitors centre. Following a discussion with the chosen publications, we negotiated the best rates possible to maximise the available budget. The proposal was presented to the Trust and on approval the advertising space was booked and the social media campaign was implemented.
In all twelve publications were chosen for their circulation and geographical spread with a combination of quarter and half page advertisements being used. Using a combination of new and existing images we designed an advert style that could be carried throughout the campaign. The consistent style was used to create an element of recognition with new images and text changed frequently to provide a refreshing message. Once each advert design had been completed and approved by the Trust the artwork was sent to the relevant publication to correspond with their copy dates. On publication, the final print and placement was then monitored.
In addition to the paid for advertising we also created a Facebook and Twitter campaign sending out daily posts and tweets about the various events and general news around the Trust. Based on previous visitor records we were able to target the posts and tweets at the known demographic for this attraction. Monthly reports are then created to demonstrate the reach and engagement of the campaign as well as highlighting the best performing posts.
To keep the previous visitors and “Friends of the Trust” up to date with news and forthcoming events at the Trust we worked with the Visitor Managers and Stud Manager to create a printed newsletter. Using the database of approved names and addresses we printed a four page newsletter, addressed each carrier sheet and posted the newsletters in a clear polybag.
Over the coming months the staff and volunteers at the visitor centre will begin to collect email addresses from all visitors. Using a simple form, each visitor will be encouraged to donate gift aid as well as asked for their contact detail. The new database will then be used to send out email’s promoting new events at the Trust and keep previous visitors up to date with news around the stud. It is our aim here to boost numbers at the many events throughout the year and encourage return visits.
Mid way through the 2017 season we are pleased to report that visitor numbers have increased by 50% from last year and visitor spend has increased.
What the clients says about the PRS Partnership
When it comes to marketing there are plenty of consultants that talk a good game but Paul Spalding and his team at PRS Partnership make it happen for you.
Paul has a positive can do approach and immerses himself into the company, immediately becoming a team player. He adds value by logically thinking through a concept and turning it into reality; he delivers ideas from a different angle in a respected and considered way.
PRS Partnership is always willing to go the extra mile, they are absolutely customer focused. Paul and Helen are a pleasure to work with, direct, open and honest, and gets results. Well done Paul and Helen.
Visitor Centre Manager