Aim
To provide the CEO with interim marketing support as part of a strategic review and organisational development during the Covid-19 pandemic; leading on all PR and marketing activity, whilst enhancing the marketing proposition and recruiting a new in-house marketing team in order to emerge from the lockdown in a stronger than ever position.
Services related to the company’s operations, including information technology, intended for operational management, which may be different depending on the industrial sector (technology director, plant managers, operations directors, Research and Development managers), for instance COO and CTO. We have professional consultants in our team. We are also always looking for new people to join our team. Our consultants know their stuff very well. Feel free to contact us for a quote.
Story
Having won a competitive tendering process, Morledge a & Co. were appointed by The Brewhouse in January 2021 to support Amy Bere the CEO, following the departure of their in-house Marketing Manager at the time. As a result of the pandemic and the theatre being forced to close, Amy and the Board of Directors undertook a strategic review of the business and took the opportunity to restructure to strengthen the organisation.
A range of tactical marketing and PR activities were undertaken day-to-day in order to maintain the theatre’s presence online and offline over a 5-month period. Alongside this, strategic advice and counsel was given by Karen Morledge to evaluate and enhance future marketing activity, including support to commission projects for a rebrand and a subsequent replacement website, and the recruitment of internal marketing resources.
Deliverables
• Creation of an interim marketing plan to ensure regular communications during the theatre’s closure and to keep audiences engaged.
• Communications support input to an extensive public consultation exercise of on the future of The Brewhouse as a theatre and arts venue for the community.
• Copywriting of editorial articles and placement of advertising in key titles.
• Crafting press releases to local and trade media with news, including grant funding awards, consultation results, Christmas production and the re-opening of the theatre.
• Proactive media relations to ‘pitch’ topical pieces on behalf of CEO to secure broadcast (radio) interviews
• Management of social media channels, with a monthly plan for all content.
•Development of a #BackOnlineStage campaign to promote digital shows offered to audiences during lockdown.
• Supporting the recruitment of two new members of communications staff, with input to job roles and the shortlisting process.
• Writing briefs and facilitation of two procurement processes to appoint a branding consultancy for a rebrand project and subsequent website redevelopment, including interviews and selection.
• Working alongside Teapot Creative on their rebranding project for the Brewhouse to successful conclusion, implementation and ‘go live’.
• Production of a handover pack for two newly appointed in-house communications team members.
• Working alongside the Communications and Development Manager and Marketing Officer to conclude project work and also delivery of some social media training.
Outcome
The Brewhouse successfully completed its transformation project, with effective engagement and timely communications with stakeholders across a variety of channels. This resulted in significant media coverage including with the BBC, regional and industry press, and local radio interviews, alongside its own self-generated content and campaigns to maintain a brand presence and gain support.
With a dedicated in-house marketing team, a fresh and bold new brand, as well as an enhanced website, the Brewhouse emerged from the pandemic to re-open its doors and stage curtain, in a much stronger position.
“I have greatly appreciated Morledge & Co.’s experience, advice and support for the organisation, and I’m thrilled we have achieved so much together in what is a relatively short amount of time. Karen’s regional knowledge has been particularly helpful to me as a newcomer to Somerset, and I’m grateful for the time and consideration given to the Brewhouse, especially in preparation for the rebrand and in support of the recruitment of the new marketing team.”
Amy Bere, CEO of The Brewhouse