Recent Projects
Wolverhampton Art Gallery
During 2009 I worked with Wolverhampton Art Gallery on a marketing campaign aimed at attracting local families to attend and participate in free events at the venue during the spring.
The campaign, Parents welcome too!, was a great project to work on, as I was able to put on my parent head and think about what I would want to know about the Gallery in order to encourage me to visit with my daughter. Wolverhampton Art Gallery already runs lots of free events and activities for families, so the brief to me was to enhance their family proposition and increase awareness of this offer with local family audiences, in order to gain increased footfall.
What I did
Working with Wolverhampton Art Gallery’s graphic designer we created a very strong identity and strapline for the campaign that immediately conveyed how child friendly and family orientated the Gallery is. Parents welcome too! successfully communicated this core message and had immediate appeal and resonance with family audiences.
Research showed that family audiences prefer marketing material specifically designed for them, so we generated a number of items to communicate the Parents welcome too! campaign message. This included a family events leaflet, data capture card and activity trail and map. We also advertised on a 48 sheet billboard outside Wolverhampton train station and on six bus backs on Wolverhampton routes.
Did it work?
During February half term the Gallery was extremely busy with nearly 100 children and parents attending each two hour workshop and the maps/activity trails were in constant use.
Introduction of the innovative Hippy Chick hip seats has also helped visitors with young children really explore the Gallery, with many wanting to know where they can buy their own at the end of their visit! I can’t wait to see the final results and just hope that over the next few months more families in Wolverhampton discover the amazing Gallery on their doorstep. I loved working on this campaign and will definitely be user testing with my two year old soon!
"Kerry has been a real asset to the extended team, bringing energy, enthusiasm and passion for what she does. Kerry has been able to work successfully with the internal team, getting buy-in from the key stakeholders with excellent influencing skills and has demonstrated her strong project management expertise, delivering the campaign on time and to budget".
Zoe Papiernik, Head of Marketing, Wolverhampton Arts & Museums