Harvesting success for a wholesome cause
Brief
Supporting agricultural education and countryside learning form the roots of this client’s priorities. Their initial demands were to generate a fresh look for the promotional materials for their four annual events, ensure that ticket sales soared, and effectively communicate to the public that they are a non-profit, charity organisation.
Overview:
The Society was searching for the right fit for their organisation, and after being invited to pitch to them, PMW came out streaks ahead of the competition.
Our creative dream team continues to impress, and our relationship has since grown and blossomed.
We’ve gone on to rebrand their conference centre, deliver a website solely dedicated to their event space, and produce a brand-new website for the charity that features their seasonal shows.
Why PMW:
Our personal approach and ability to provide all the services that they needed under one roof took the strain off their marketing team, and our clear understanding of their non-profit work made it a no-brainer to put their confidence in us.
Raising awareness with inventive PR
Tasked with making it clear that they are a non-profit organisation, we use our extensive list of contacts in the media to successfully promote the organisation’s four main annual shows (Spring Live!, South of England Show, Autumn Show & Horse Trials, and Winter Fair) and free annual farming conference.
Gaining interest from the media by crafting enticing copy, we secured coverage with both local and national outlets. All events are heavily supported with promotion through a mix of event listing spaces in relevant publications, media contra deals, sponsorship, and ticket competitions across Sussex, Surrey, Kent, and Hampshire.
Our meticulous PR schedule has continued to gain momentum year after year, increasing ticket sales for the charity, and helping them to establish a prestigious reputation.
Unearthing core brand objectives for naturally dazzling designs
The PMW digital artists set to work coming up with an update that would refresh the non-profit’s existing marketing collateral and be something they could be proud to shout about.
By spending time getting to know the team and the organisation, their goals, and objectives, we were able to visually harness their spirit into fresh and eye-catching designs to publicise each of their shows and attract visitors.
To make this update and new design cohesive, variations of these designs were used across all marketing activities including social media, press, their website, posters, leaflets etc. Making the campaigns easily identifiable created cohesion across a variety of platforms and marketing touchpoints.
A thriving website formed from research and a deep understanding
We initially provided a few tweaks to the South of England Agricultural Society’s website to implement their new show creative. We were then tasked with creating a separate website specifically for their event space.
Needing to make the most of their assets to draw in funds for the non-profit organisation, we created a site to encourage venue hire and promote their other events, festivals, and concerts held on their premises.
After dedicating time to research and getting to know the client’s goals, we devised a simple sitemap and attractive design with a user-friendly structure that made the site easy for visitors to navigate and enquire about the venue. Now that it’s all up and running, we continue to monitor their site, making sure it performs seamlessly and that it’s kept up to date and secure.
Having proved ourselves time and time again, we have been trusted by SEAS to deliver a sparkly new website. We designed this complex site to perfectly showcase their incredible work and highlight their seasonal events.
Growing audience attention on the airwaves
Pair together our team of scriptwriters with our rather big black book of contacts in the world of radio, and you’ve got the grounds for success.
By targeting local radio audiences with captivating ads, we were able to generate more excitement behind the Society’s annual shows. Planting these extra touchpoints gave more opportunities for the audience to be reminded of the up-and-coming shows, resulting in flourishing ticket sales.
Sowing the seeds of success with traditional marketing
What’s the point in beautiful campaign creative if it’s not seen and shouted about from the rooftops, or, more sensibly, billboards and bus stops?
Through our well-established connections in the traditional media industry, we have access to a broad range of display spaces to promote their seasonal shows, and we know just the right mix to suggest for optimal engagement. Getting this attention-grabbing creative in front of the perfect audience sparked audience interest and, importantly, garnered those vital sales for the charity’s events.
Fortifying ticket sales with digital ads
With the events world in turmoil during the COVID pandemic, we strengthened our relationship further by proving ourselves as flexible and adaptable when we were needed the most.
The Society’s Autumn Show & Horse Trials was one of the first events permitted to go ahead during the pandemic in September 2020. Paid social media ads are always a crucial part of our marketing plan to increase ticket sales, but with social restrictions still in place, we needed to change the marketing approach to ensure we could still get the show noticed by the right audience.
By immediately halting all out-of-home, traditional advertising, and ploughing our energy into expertly targeted social ads, we successfully placed ads in front of potential visitors that were still mostly confined to their homes and secured an excellent number of ticket sales. This area of marketing keeps on growi
Recent results
52.5 million
PR media reach
17,000
Facebook followers (100% increase)
1,751,490
Ad impressions
19,205
Link Clicks
310,429
Engagements
1,337,962
Video Plays
“From the very beginning, PMW really understood our charity and the work we do. They have produced excellent work for us, on our website, in our advertising, in PR and social media, which has fitted our brief and more importantly, worked well.
They are responsive, professional and look at the big picture, as well as being flexible to our requests. We would absolutely recommend them.”
Gilly – South of England Showground
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