Jordans Mill.jpg
Jordans Mill

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.

Objectives:

  • 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 


Results

  • 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.