The Brief
Westminster Venue Collection had a clear vision. Growing the membership portfolio, becoming more prominent in the industry and attracting a more diverse audience were all key goals. They were also looking to modernise their approach as a consortium and try new ways to improve community engagement.
• To grow the membership to 36 by September 2023
• To double the client’s newsletter subscriber database from 1,200 to 2,400
• Increase the frequency of engaging social media content, introduce consistent strong branded graphics
• Issue four press releases to trade media, focusing on relevant news stories to gain further exposure to event bookers
Patch was chosen on the strength of our broad industry knowledge and experience, including past successes with individual member venues, as well as our collaborative approach to the partnership.
The Campaign Execution
First, we carried out an in-depth audit of the Collection’s social media accounts, online presence, existing content and assets, using the findings to suggest actions for improving the content strategy going forward.
Working closely with the Westminster Venue Collection’s board, we agreed on the actions needed to deliver on each of the objectives.
The key deliverables included:
- Social Media
- Launching a curated content strategy, using different creative approaches and formats to optimise variety, quality and engagement – analysing performance across channels and adapting strategy as required. Engaging with both existing and potential members’ content. Increasing the frequency of shared Instagram stories.
- Newsletters
- Introducing a dedicated members’ newsletter to grow the community. Amplifying newsletters through promotion across other platforms. Curating a variety of topical and seasonal content to keep the audience engaged.
- SEO
- Creating and sharing regular posts on the Collection’s Google Business Profile to benefit local SEO. Writing and publishing monthly blogs to share educational content from the membership.
- PR
- Issuing press releases to secure coverage of pertinent news and success stories in key trade publications
The Results
During 2023, the marketing campaigns we delivered for Westminster Venue Collection exceeded all growth targets. Crucial to this success was our collaborative approach to working together and communication – keeping them regularly informed of all learnings, adaptations required to meet KPIs, and results along the way.
Our client was so happy with what we delivered and the resulting achievements that in September 2023, they renewed our contract for another year. We were thrilled to help Westminster Venue Collection exceed its ambitious targets and are excited to continue building on this success in 2024 and beyond.
In Numbers
+ 14% net followers
+ 59% impressions
+ 42% engagement
+ 122% net followers
+ 45% impressions
+ 88% engagement
Client Feedback
“The vision for growth for the Westminster Venue Collection required a fresh direction in a digital marketing partner – one that was creative, transparent, innovative and versatile to dovetail the proactive ambitions of the WVC Board – so bringing Patch in has been especially supportive of these aims and through my leadership as Chair, as reflected in the expansive results achieved.”
Paul Martins, Chair of Westminster Venue Collection
