Orchestrating Reopenings
At BrightWord we always go the extra mile for clients. Our passion and expertise lie in creating cost-effective PR and marketing campaigns that can be rolled out across multiple channels to maximise engagement and secure wide-reaching exposure for our clients. Our reopening campaigns were no exception.
Never before have we had to curate so many tumultuous campaigns for so many clients to launch all on the same day! It’s been exciting, exhilarating and exhausting. But we’re pretty proud of our achievements. Here we’ve encapsulated the highlights and shared a top-tip for each of the key elements of our clients’ campaigns.
Features and Photo Opportunities
We were delighted for our client Southend Barns to be THE wedding venue chosen to showcase the first wedding held in Sussex in 2021. Not by chance, we might add – but by advanced planning and liaising between Brightword, our client, the couple and the picture desk.
Reopening media coverage was also secured by BrightWord for our clients Weald & Downland Living Museum and The Spring Arts & Heritage Centrethanks to weeks (and in some cases months) of advance planning and communication with relevant media outlets.
Top Tip: Don’t leave securing media coverage to the last minute. Liaise with relevant media outlets well in advance and discuss with them when they need information and photography in order to give yourself the best chance of securing coverage.
Online and In-Person Customer Engagement
With the shutters down for the last 14 weeks, encouraging customer footfall was a key objective for our retail clients.
Rosie Rose, our indie fashion and homewares store client, first opened just weeks before lockdown #1. After enticing followers with lots of exciting in-store videos and pictures of what to expect on reopening, we came up with a collaborative ‘Goodie Bag’ campaign that not only created huge social media engagement and excitement but really set the tone for encouraging the public to love, support and shop local.
We collaborated with eight other local small businesses to put together a special goodie bag for the first 21 Rosie Rose customers in-store. Our engagement and reach on Instagram and Facebook for this single ‘goodie bag’ post was through the roof. Most importantly, Rosie Rose has had a wonderfully busy first week back in business and we continue to build on the incredible momentum of the campaign.
Top Tip: Seek organic collaborations that will excite your customers and help you reach new audiences.
Being an Authority – Opinion and Comment
It’s unrealistic to expect the media to cover every single business event / reopening individually, however big the wow factor. Journalists are always interested in receiving comments and opinions on important issues that affect their readers both locally and nationally, providing an alternative PR opportunity.
We secured prominent coverage for our clients Rosie Rose and Chichester BID in a front cover and double page spread feature in the Chichester Observer by providing timely press statements from both clients on the importance of the easing of lockdown restrictions.
Top Tip: Have an opinion on industry issues that support your business’ ethos and values and let your local media know about it.
A Curtain Raising Campaign
For our client Chichester BID, we have curated a 3-month reopening campaign to support BID Levy Payers to get back to business and help visitors to the city rediscover and celebrate the people, places and passions of Chichester.
As a nod to the famous festival theatre and rich cultural heritage of the city, we came up with a ‘Raising the Curtain’ campaign that will roll out in three acts as and when restrictions lift.
Act I includes a special #rediscoverchichester social media campaign that not only shines a spotlight on city centre businesses but also encourages the public to share what they love about their city. Supported with print advertising, e-marketing and news-driven media coverage, we are delighted with the applause received for Act I of the campaign from our client and their key audiences. We can’t wait to roll out Act II and III.
Top Tip: Take the time to orchestrate a campaign that has continuity, longevity and opportunity for you to use across all your marketing platforms.
If you have an event coming up and would like to discover how our approach to PR and marketing could help you please do get in touch.