Objectives:
- To create a campaign to address the changed marketplace competition i.e. large players who have entered the full production and staging arena.
- To promote the custom solutions offered by SRC for those who want a specialised custom service.
- To raise the profile of SRC in this category of staging, especially among younger Event Producers.
Strategy:
- Zadro developed a campaign to target creative event producers who want to do something different and special; and advocate for the event producer profession.
- Zadro developed a campaign brand, which was an extension of the current SRC brand, and artwork for all channels including website, eNewsletters and social media.
- Zadro developed videos for use on social media and website.
- Zadro developed key messages around SRC’s custom and creative approach, and the resources available to event producers.
- Zadro wrote content for website, eNewsletters and social media.
- Zadro supported the campaign with industry-media public relations.
Results:
- Achieved above average open rates for all eNewsletters.
Strong social media engagement. - High video view rates.
- 6 pieces of PR coverage achieved with over 100,000 estimated coverage views.
- The messaging has been integrated into SRC communications after the campaign to continue to reinforce the message.
