Case studies

Attracting new consumers

Raemoir Garden Centre Little Explorers case study
Raemoir Garden Centre Little Explorers case study
Raemoir Garden Centre Little Explorers case study
Raemoir Garden Centre Little Explorers case study

Raemoir Garden Centre
Promoting children’s in-store events with the Little Explorers’ Campaign

Challenge
This summer, Raemoir, the Aberdeenshire-based independent Garden Centre, introduced an activity programme for pre-schoolers. The programme was designed to promote children’s activities throughout the school holidays. We were tasked with raising awareness of the programme.

Insight
The target audience of the programme would be to attract parents of young children into the centre during a quieter season. It was hoped that this would encourage families to come to the centre, but also encourage footfall into other areas in the centre as well, so it was important that we removed any preconceptions of the garden centre.

Approach
We produced an integrated awareness campaign through e-newsletters, social media and in-store point of sale. This was supported with further information on their website with banners and a simple online booking process.

Results
We saw an email average open rate of 42% and click through rate of 33%, well above industry standard. The social media campaign drove increased traffic to the website and the programmes sold out. The centre booked more dates throughout the summer and October holidays which also sold out.

What the client said:
“We were extremely pleased with the results of this campaign. Spring assisted us with the design and implementation of the entire package to advertise our ‘Little Explorers’ Campaign. We ran these classes during the summer school holidays and we found by advertising via email, Facebook and promoting on our website, that the classes filled up within a matter of hours.

We were delighted with the design, layout and images that Spring Marketing chose to promote these classes, and we feel that this assisted greatly in reaching our target market.”

Client: Raemoir Garden Centre

Categories: Digital, Strategic Planning, E-newsletters, Social

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