SRC Constructing Creativity Campaign

Objectives

• To create a campaign to address the changed marketplace competition i.e. large players who have entered the full production and staging arena.
• To promote the custom solutions offered by SRC for those who want a specialised custom service.
• To raise the profile of SRC in this category of staging, especially among younger Event Producers.

Strategy

• Zadro developed a campaign to target creative event producers who want to do something different and special; and advocate for the event producer profession.
• Zadro developed a campaign brand, which was an extension of the current SRC brand, and artwork for all channels including website, eNewsletters and social media.
• Zadro developed videos for use on social media and website.
• Zadro developed key messages around SRC’s custom and creative approach, and the resources available to event producers.
• Zadro wrote content for website, eNewsletters and social media.
• Zadro supported the campaign with industry-media public relations.

Results

• Achieved above average open rates for all eNewsletters.
  Strong social media engagement.
• High video view rates.
• 6 pieces of PR coverage achieved with over 100,000 estimated coverage views.
• The messaging has been integrated into SRC communications after the campaign to continue to reinforce the message.