Viper Marketing & Communications Group

Strategic Communication Changes at Quantock Hills

Viper Case Study

The Brief

Complete overhaul required. The team needed help, they knew they needed a different approach to stay relevant but didn't know where to start. Communication planning day, new website, visitor guide leaflet, mobile public information boards for car parks and importantly a Facebook page for the Quantock Hills followed.

The Solution

We knew everything would spin from the website, get this right for the visitor and everything falls into place. We also knew the public wanted to see the 'product' first, what did the Quantock Hills have to offer? Coast, heath and combe. Three simple destinations that allowed the visitor to make an informed decision instantly from the homepage. Strategically this also helped the AONB team spread the visitor load around the area by suggesting there's more to the Quantock Hills than just the heathland. The brand took shape spreading across all of the new products.

But most importantly we ran a communication planning day that defined the audiences and messages, got the whole team involved and changed the way they approached communication. By defining and naming the audience types each member of the team understood their role in the communication. They knew they had  a certain audience type to talk to because of their role; the rangers had visitors, the manager had financial parts, project officers had locals. The team embraced the concept of new audiences needing new methods of communication. Many countryside visitors aren't accessing information through traditional means. Countryside managers have to stay abreast of these developments. The first Quantock Hills Facebook page was set up.    

The Result

‘Viper provided us with a really excellent day.  It was great to have our eyes opened to the simple, practical processes we can now undertake to make sure we communicate in the most effective, efficient manner.  The whole team really enjoyed the day and are now enthusiastic and committed to the communications plan that Viper helped us to develop.  We felt Viper were professional, extremely knowledgeable and great fun!’ Georgie Grant, Quantock Hills AONB Service