The Sir Arthur Conan Doyle Center. (2020).

Tuesday Talks

Edinburgh, Scotland

Brief

Tuesday Talks is a lecture series that explores topics like consciousness, the nature of reality and the supernatural. It was attracting a pitiful audience and required an overhaul. The task was to attract bigger audiences and a higher calibre of speakers.

Execution

The new tagline, 'Open Minds, Open Minds' was the keystone of the new strategy. The message: Listen to highly respected scientists and philosophers discuss topics like the afterlife and have the chance to ask questions.

Results

  • Attendance rose from less than 10 people per month to 50 people per week.
  • About a third of attendees became loyal supporters and bought season passes.
  • Gained new audiences in America, Europe and Australia.
  • Our new brand reputation led to influential speakers contacting the Centre for a speaking slot.
  • Many speakers wished to return.
  • Audience feedback was overwhelmingly positive.

New Product Features

  • Online via ZOOM rather than in-person
  • The new season Pass allows access to all talks for a discounted price.
  • 45-minute Q&A with each speaker.

New Branding

The new logo and typeface are evocative of esotericism.

Yellow and black captures the idea of the light illuminating the dark.

Distinct branding from the organisation's other products to highlight differences.

Swipe the image for more information.

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Better Speakers

Leveraged the organisation's prestige and our Chairman's network to land the first major speaker. From there, leveraged the major speaker's reputation to entice other speakers. Got enough to do one talk a week for 12 weeks. Before it was one speaker per month.

Campaign: Awareness

Networking: Free Invitations to several academic institutions i.e. Oxford University.

Biddable Media: Targeting previous attendees and affinity audiences based on historic data.

Channel selection: News Network, Print Magazine, Meta Ads. Budget: Low.

Partnerships. Formed partnerships with similar organisations to spread awareness through each other's mailing lists.

Campaign: Consideration

Email campaign targeting those who engaged with the awareness campaign and signed up to the mailing list. CTA: Sign up to watch the free first talk.

First Talk (Free)

Campaign: Conversion

Email and print campaign targeting those who engaged with the Consideration campaign. CTA: Discounted Season Pass and Black Friday Discount 48H Discount.

Email Blast

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