We were thrilled to be given the chance to work with the team at Cromford Mills in Derbyshire – a World Heritage Site right on the doorstep of Katapult HQ. As the winner of our Helping Hands Project, Cromford Mills wanted to establish their picturesque visitor attraction as a destination for families in time for the school summer holidays, in order to increase visitor numbers and revenue. This required working on their strategy, marketing footprint and raising awareness amongst a new target market.
We started by running a full site and marketing audit on Cromford Mills. Everything from their exhibition areas to their social media streams was reviewed, then provided with solutions to create a vibrant and family-friendly visitor attractions.
We then began work on Cromford Mills’ strategy in creating a buyer persona – a semi-fictional representation of their ideal customer. Using audience research tools, we identified ‘Mummy Megan’ as our chosen audience – a parent with a young family that was looking for somewhere new, educational and low cost to visit in the summer holidays.
In order to get in front of ‘Mummy Megan’, we created a family marketing strategy and assisted the team in implementing a digital marketing campaign to kickstart their new messaging to young parents. As well as creating the campaign concept, we used a combination of digital advertising techniques using Google and Facebook to get this new family audience interested in visiting.
This included the use of Facebook Canvas Ads. This advertising type ran on a small budget, yet allowed us to tell the story of what children can do, the facilities that are there, and what Mum can enjoy too – without the time-poor personas ever having to go to the website.
We also provided strategic digital marketing support throughout the three-month campaign, providing optimisation of the ads, as well as improvement advice for the Cromford Mills team to implement.
The initial marketing strategy and enhanced presence online helped make that year’s school summer holidays one of the busiest years yet for Cromford Mills. In the three month campaign, we achieved: