The Sir Arthur Conan Doyle Center. (2020/21).

A Space For You

Edinburgh, Scotland

Brief

Wellbeing brand, The Sir Arthur Conan Doyle Centre wants to increase reach and event attendance and expand into new markets. The task was to discover more about their target market and identify a suitable marketing strategy.

Execution

The Centre serves four segments that share one common trait: a desire for space. The new strategy, A Space For You provides a marketing mix for each segment whilst maintaining a single proposition.

The Centre provides a Space For You:

  • to explore your spirituality without religion (segment 1).
  • to take part in mediumship (segment 2).
  • to listen to academic lectures (segment 3).
  • to host your own event (segment 4).

Results

Events revenue generated from the new strategy was more than 240% higher than the previous year.

  • Audience numbers grew significantly (20/21) - Email (>100%); Web Traffic (>30%); Social (>25%).
  • Email Open Rates improved to 35% and Email CTR to 3%. Conversions 11-15%.
  • Improved workflow cross-functionally. For example, the Event Coordinator could now cater events to each segment.
  • The Analytics process became significantly more frictionless.
  • The value and growth of each segment could be measured more accurately.
  • Branding became a lot more coherent due to having a focused position and messaging.

Research

Analysis of historic sales cross-referenced with the email database led to audience segmentation. Each person was sorted into one of the four segments with an allowance for overlap.

The new database was used to create affinity and lookalike audiences on biddable channels.

A case study which formed my university dissertation gleaned insight into the motivations of the seeker segment.

Surveys provided insight into the motivations of the other segments and how they felt about our current positioning.

Read Research Dissertation (pdf)

Strategy

Target each segment with communications relevant to their motivations and goals. Ensure all branding and messaging reflects the new positioning strategy.

(Swipe Left For More)

Magazine

I created a new magazine, A Space For You that was distributed locally and made available online. The magazine contains content for all segments.

Read Magazine Now (pdf)

Meta Ads

  • New audiences created from each segment.
  • Lookalike Audiences created from new audiences.
  • Ads run in lead up to events.
  • Supported by cross-channel efforts (e.g email).

Email Blast (Segment 1)

Email Blast (Segment 2)

Email Blast (Segment 3)

Handy Downloads

A long version of my resume is available for download. Please feel free to share it with others if you think that I may be able to help them. If you want a version tailored to a role you have in mind, please contact me instead. You can look at my work now or you can save a handy condensed pdf version for later.

Download Portfolio (pdf) Download Resume (pdf)

Let it Happen

Get in touch if you're feeling like I'm the one to help you fulfil your digital marketing needs.

hello@scottcanevy.com