The Rural Events Network is a project set up by The Vale of Glamorgan Council to establish an events network which aims to bring together rural event organisers from the local area to network and take advantage of information provision and sharing and the use of free stock equipment.
Equinox Communications was commissioned to work with the Rural Events Network (REN) to promote the Network to groups and organisers within the rural Vale of Glamorgan. REN asked us to create a three-month awareness campaign to promote the benefits of using the Network amongst target audiences, in order to increase member figures from 20 to 40.
EC employed a number of communications tactics to promote the Network across south Wales, including PR, online, branded merchandise and events. We created a fresh online presence for REN, by designing, building and drafting the copy for a micro-site to run off the Vale of Glamorgan Council’s website. The website, listed all the branded equipment which is available for the members to hire for events, hosts testimonials, event listings, hosts an online forum and contact details.
We also built a registration and comment functionality for the website, so enquiries can be monitored by the client. We also created a Flickr account for REN, which is linked to the website, to create an online gallery.
To build the profile of REN at events, we branded REN’s existing merchandise with the Network’s logo and new website address with the aim of highlighting and raising awareness of the Network when its equipment was used at events. EC created branded merchandise including branded hi-vis jackets, A-frames, hand wash units and gazebos.
We also created leaflets to promote the Network to potential new members. These were for distribution at members’ events, and REN socials.
To support the other communication channels we sold in and set up a series of positive PR stories and features highlighting the benefits of being a member of REN. Each feature contained a call to action to visit the website. Features were secured across print and broadcast media.
Finally we supported REN in its events programme. This involved booking appropriate guest speakers, handling the invite list and launching the new REN website at the Cowbridge Farmers Market.
During the three month campaign the following results were achieved:
– Increased members from 20 to 50. 10 more than required
– 11 pieces of print and broadcast media coverage in local and regional press, and online
– Print media coverage generated a PR value of £10,992.00 and exceeded 2,242,834 Opportunities to See
– 385 web visits in the first three months
– Increased brand awareness at events and to partner organisations