A rebrand to ignite sales and create visitor excitement

Firstsite is a stunning creative community hub in Colchester, but had experienced negative public perception. They needed an agency to help change the naysayers’ mind-set and showcase the breadth of art and supporting activities on offer. The goal was to increase footfall to reach 150,000 visitors over the year 2016-2017. A mix of marketing, creative and PR work was required quickly.

Integrated marketing, PR and social media strategy

Through initial market research Zest the Agency took a strategic integrated look at Firstsite’s current image in order to better position them. Equipped with knowledge and understanding we planned and fulfilled an impactful multi-media strategy. We designed and built a bespoke, content-rich website that emulated their artistic influence. We also designed a new ‘What’s On Guide’ in line with the fresh new look and feel.

Experiential tactics were employed to drive footfall to the Summer Studio. A PR campaign tackled the negative press and we secured features in national art publications and the local papers. We also created  content, managed and executed campaign communications across targeted social platforms.

Increase in new visitors

Over four months, we secured;

  • 18 pieces of press coverage across 14 different outlets
  • Coverage equated to an advertising value equivalency of £75,000
  • 8,000 copies of the new What’s on Guide were distributed to 159 different leisure and hospitality outlets
  • 31% increase of social media followers
  • 8% increase in new visitors to the gallery

Services Covered

  • Creative

    Creative

  • Digital

    Digital

  • Media

    Media

  • PR

    PR

  • Strategy

    Strategy

Zest Team Involved

Kirsty Budden

Kirsty Budden

Account Director

Mark Williams

Mark Williams

Senior Creative

David Gyertson

David Gyertson

Director of Digital