Concept and implementation of Christmas 2014 marketing campaign for Manchester Craft and Design Centre in consultation with staff and resident designers. Confirmation of campaign title and strap line/social media tags followed by liaison with media buyers, print distributors, the centre’s in house graphic designer and selected media/tourism partners. Tactics chosen against a slim budget, which was completely reviewed and adjusted from existing plans/forecasts, included digital A6 advertising spots in key Manchester city centre shopping zones, hand-to-hand print distribution on busy shopping days and competition placement in print and online in key lifestyle media.
Resident designers indicated a strong desire to encourage new visits using a piece of print given to existing customers. A ‘tear and share’ concept was devised, allowing those spending over £10 to enter a prize draw with a second, free entry allowed for a visiting friend. The tool created a significant data collection opportunity as well as encouraging an estimated 1,000 new customers.
Kate Day, Director, Manchester Craft and Design Centre: “Rob devised our Christmas campaign, drawing on ideas from our resident makers and staff team. This strategic plan included print, PR, advertising, distribution and social media. Rob’s ingenious ‘tear and share’ print design gave us intelligence on 1,000 new customers, 50% of which then joined our mailing list, and he also guided us in running our first ever Twitter advertising campaign.”
