Bristol Harbour Festival Planning With Viper
Viper Case Study
The Brief
Bristol City Council's Events Management Team recognised the potential for saving huge expense by reducing the volume of guides printed and traditional forms of marketing needed to promote the annual Bristol Harbour Festival.
With budget cuts and yet a more demanding set of objectives for engaging with hard-to-reach communities the Council needed a cost effective and powerful method for targeting and engaging with clearly defined audiences for the 2011 event.
The Solution
Viper facilitated a number of 'cross team' planning sessions within the Council, designed to clearly prioritise the objectives and target audiences.
Key to the process was the identification of the audience needs which came through strongly when each audience was defined and given a name. The name serving as a 'common language' across the teams to quickly enable them to speak to each group in words they'd understand but vitally, using communication channels that are relevant to them.
It would be no use trying to market through social media to an audience who rarely use social networks. At the same time trying to engage with an audience who lives by social networking with traditional printed materials would similarly fail.
The Result
The outputs of the planning sessions are alignment of messages with audiences with marketing methods, each one relevant to its audience.
Facebook and social media will be used as a digital hub to engage with those for whom that's relevant and printed materials (at a fraction of their previous levels, thereby saving significant budget) for others for whom it's not.
We look forward to working with the Council's teams on further ideas for the Festival.
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