Working directly with the manor’s events and marketing managers and the management team of Harlaxton College, we lead an in-depth evaluation of the manor’s existing branding, by conducting a review of competitors and comparators across the UK and making use of market research carried out by a third party.
We worked with the manor on a series of recommended actions, including the design of new branding and visual identities, the creation of new taglines and keyphrases, the reorganisation of social media profiles, and an overhaul of the existing website. For this, we devised new page structures and layouts and we supplied new text for every page.
We then worked with the manor to devise a PR strategy based around opening events and ‘seasons’, targeting a local and regional audience while also helping to build stronger relationships with people in the immediate area through door-to-door letterbox marketing and exclusive invitations/offers.
Meanwhile, we also supported the manor with crisis communications planning to ensure it was prepared for a broad range of possible complications and disruptions, including last-minute and on-the-day event cancellations.
Communications was then supported through pay-per-click advertising over social media and Google.
We have now supported three years of events and open seasons as part of the Opening Harlaxton project, helping the venue to attract more than 10,000 visitors each year.
Highlights of our support include appearances on BBC East Midlands Today, BBC Radio Lincolnshire, BBC Radio Nottingham, Notts TV, Grantham Journal, Leicester Mercury/Leicestershire Live and a wide range of other local newspapers and websites.
Walled Garden Project
While working on Opening Harlaxton, we also supported the Walled Garden Project, which was kept secret until plans were publicly unveiled in 2022.
We contributed to several elements of the project and worked on communications with local and international stakeholders and determined the key phrases and descriptions of the project. A crisis communications strategy we designed in case of leaks successfully avoided negative or unscheduled announcements and our press announcement generated a wide range of positive media coverage in publications including BBC East Midlands Today, BBC Radio Nottingham as well as local newspapers and websites such as Lincolnshire Live, Grantham Journal and Leicestershire Live.
Our team continues to support both of these projects as they move forward.