Kelso Races - Case Study
For Kelso Races we produced a new marketing campaign to inform and remind racegoers of upcoming meetings.
OTHER CASE STUDIES
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First Things First - A New Logo
The first thing we did was to bring back a logo. We took the old logo, that hadn't been used for a couple of years, and brought it up to date.
Next - A Relevant, Recognisable Campaign
Using made up horse names, we created a ‘look’ that instantly said horse racing.
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Consistent Media Booking
To make sure racegoers knew how to find out information on upcoming meetings, we booked consistent sized ads at the bottom of the same page in the local weekly newspapers, for every race meeting.
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Versatile Branding
The new, clearly identifiable branding is versatile enough to adapt to any situation. For example, this ad appeared in The Mascot, the armed services monthly magazine.
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Versatile Branding
The campaign design also allowed for use of non-horse imagery, as this poster for Ladies Day illustrates.
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Visually Consistent Marketing Literature
Next we updated the client’s marketing literature, with a suite of brochures in the same style as the advertising campaign.
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Data Collection
Now that the campaign was established we began to think about increasing the client’s database. The first step was to capture the email addresses of existing racegoers.
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Increasing Members
As the New Year drew closer, it was time to turn our attention to increasing Annual Membership subscriptions. We created some new, professional looking marketing literature.
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Increasing Members
We bribed (sorry, encouraged) existing members to recommend their friends.
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Increasing Members
And, we encourage everyone at the races that annual membership made an ideal Christmas present. This ad appeared in the racecard, a free targeted media we were now making regular use of.
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The Big Race on the Small Screen
In December 2007, we took Kelso Races onto TV for the first time. Taking advantage of local client rates and using race footage made this affordable. The ad appeared during Coronation Street, The Bill and X Factor.
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PR
We have now started to concentrate on getting more press coverage for upcoming meetings.
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Non Racedays
We are also thinking up ways of promoting the use of the racecourse on the other 351 days of the year. For example, a dedicated wedding brochure, display stands for wedding fairs and promotion of the venue on wedding websites.
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Happy Client
“Fruitful have been just that...., as well as creative, efficient and a first class stress free service. Working with Fruitful has been a trouble-free experience which has produced some wonderfully creative and solid work, delivered in a professional and efficient manner”
Caroline Oates - Marketing Manager
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