To maintain excitement for Aqua Park Rutland in its third season, with objectives to increase awareness and drive sales, we were asked to manage media and influencer relations, social media content and social customer service.
spottydog provided a multi-disciplined team to deliver a responsive and proactive service. Media relations was a key part of this project, we targeted a combination of grass roots, hyperlocal, broadcast, regional and national publications. Strong relationships built over previous years and invitations to the preview day led to coverage in multiple titles across print, digital and broadcast channels by engaging our targeted audience through stories such as fun family days out. A collaboration with the Air Ambulance who attended the preview day and liaised with media provided a strong news hook, as Aqua Park Rutland’s official charity partner. The preview day was boosted by the attendance of 300 micro influencers including local football teams, radio presenters, university groups and bloggers. This led to a range of social media coverage from the influencers – a highlight was multiple posts from The Rutland Blogger.
We developed a content-led social media campaign to re-engage previous customers and reach new ones, with focus on families and young adults. Our social media strategy consisted of a three-pronged approach, with a combination of awareness, consideration and conversion. This strategy created a comprehensive campaign to drive sales. We used the World Cup as an opportunity to ‘Newsjack’, by live tweeting and developing Freestyle football video content with Guinness World Record holder Ash Randall to help highlight the aqua park as a fun fitness activity. Our creative content made the World cup more accessible to Aqua Park’s family audience and differentiated it in a saturated market. We also ran a successful competition across all channels to drive engagement. Instagram stories provided us with a great opportunity to answer some customer FAQs through the innovative Q&A feature. Paid social media advertising also played a part in our strategy with boosted posts and dark ads to drive conversion and clicks to website, and we measured the success of this through monthly analytics.
Social customer service was also key to ensuring the smooth running of operations at the park by resolving any queries customers had with a quick response time.
We achieved 74 pieces of coverage across print, broadcast and digital platforms, with- 25 being national articles, including a segment on ITV News Central. We also achieved a range of social media coverage from the 216 micro influencers who attended, reaching a total audience of 137,669.
Aqua Park Rutland’s biggest audience was on Facebook, and we achieved an average monthly engagement rate of 139%. We also achieved 1,350 average monthly engagements on Instagram, as well as growing the following across all Aqua Park’s social channels by 6,374. Paid, sales-focussed social media advertising created a return on investment of 375% (£3.75 for every £1 spent).
All social customer service enquiries were responded to within 2 hours ensuring responsive services.
As a result, we grew Aqua Park Rutland’s audience and increased engagement which led to a record number of attendees and record sales at the park for the 2018 season. An independent review also revealed Aqua Park Rutland has the maximum brand health index of 1, indicating it is a well-loved brand.