Make Your Day
Objective
Colchester Council aimed to instil confidence and a sense of community in local residents, encouraging them to return to the high street and embrace the local area post-pandemic. The “Make Your Day” campaign sought to achieve this through a compelling storytelling video, a memorable brand identity, and an extensive multi-channel marketing approach.
Strategy
Our strategy centred on crafting an engaging and creative video, complemented by a robust brand identity and a comprehensive marketing plan. The goal was to evoke emotions, instil confidence, and create a memorable and inviting campaign that resonated with the community.
Client
Colchester City Council
Year
2021
Execution
1. Storytelling Video
The heart of the campaign was an emotive storytelling video. Cinematic shots of local residents, paired with spoken word poetry, captured the essence of community and the beauty of the local area. The video aimed to inspire a sense of belonging and comfort, encouraging residents to rediscover the high street.
2. Brand Identity
We developed a memorable brand identity for the “Make Your Day” campaign. The logo and visual elements were carefully crafted to reflect the vibrancy of the community, creating a recognisable and inviting image associated with the initiative.
3. Multi-Channel Marketing
The campaign extended across various channels, including social media, key locations in the town, radio, and prominent media placements. An advertising budget was strategically allocated to maximise reach, ensuring the campaign resonated with a diverse audience.
4. Collateral Materials:
Brochures were created and strategically placed in key locations, providing residents with additional information and fostering engagement. Q&A sessions with local shopkeepers added a personal touch, humanising the campaign and strengthening the connection with the community.
5. Landing Page
A dedicated landing page served as a centralised hub, offering additional details, resources, and ways for residents to actively participate in the campaign. The landing page became a valuable resource for those seeking more information about the initiative.
6. Radio Adverts
Radio adverts were strategically aired to amplify the campaign’s reach. The combination of audio storytelling and catchy messages reinforced the campaign’s positive messaging and encouraged residents to explore the high street.
Impact
The “Make Your Day” campaign resonated strongly with the community, achieving widespread reach and engagement. The emotive storytelling video, supported by a cohesive brand identity and multi-channel marketing, successfully inspired confidence and a sense of pride in the local area.
Key Takeaways
Emotive storytelling through video can create a powerful emotional connection.
A memorable brand identity enhances campaign recognition and recall.
Multi-channel marketing ensures a broad and diverse reach.
Collateral materials, Q&A sessions, and a dedicated landing page deepen community engagement.
Positive community sentiment and increased foot traffic are indicative of a successful campaign.
