Announce was retained by Jordans Mill over a three year period to provide full service PR consultancy to increase visitor numbers and spend at the Bedfordshire visitor attraction. In 2016, café sales were up 20% on the previous year.
To increase traffic to the Jordans Mill website year on year
To increase social media followers and reach year on year
To increase advertising/editorial reach year on year
To increase customer database year on year
20% increase in sales in the attraction’s café in 2016 compared to 2015
9% increase in sales in the attraction’s retail outlet
35% increase in the number of functions held
Total 19% increase in spend across the site
Press advertising reached a total of 356,000 people
12% increase in website traffic in 2016 compared to 2015 with visitors staying on the site for double the time
Increase in Facebook likes by over 1,000 in 2016 compared to 2015
Total editorial reach in 2016 of 2,969,602 with print and broadcast coverage across all major regional outlets including BBC Three Counties, Bedfordshire On Sunday, Biggleswade Comet, Biggleswade Chronicle
How did we do it?
Announce developed a strategy incorporating multiple elements of the marketing and PR mix including website, online marketing, media relations, social media and events.
A full customer segmentation analysis was carried out with annual and monthly plans drawn up for each of the main marketing activities.
A content strategy was developed utilising national awareness months and days to add interest, and new photography was commissioned for each area of the visitor attraction to enhance both offline and online content.