Extend the growing season
Overview
We worked with the directors to develop the brand – addressing changes within the market, customer needs and product development. Our research suggested that an important part of the First Tunnels success would be connecting with, and creating, community spaces where knowledge of ‘grow your own’ could be openly shared.
Brand development
Good branding runs throughout a business, it’s consistent and coherent. The First Tunnels team embraced a multi-touch point customer journey.
There are many aspects to developing a brand, these include – research, strategy, testing, implementation, design development, direction, marketing, third party liaison, brand guides and internal communications, stakeholder management and liaison with third party collaborators. All of which was covered in our work for First Tunnels.
Marketing communications
We developed the First Tunnels marketing plan to follow natures seasons. Preparations in the winter, sowing in the Spring and celebrating the crops throughout Summer and Autumn.
Campaign activity included the development of national print press, weekly digital activations aligned to specific crops and other desired environmental outcomes from growing within a polytunnel. This was also expanded to connect with world events and holidays.
We were responsible for the planning, reporting, delivery/publication of the campaigns and all liaison with third party publishers, affiliates and influencers.
We developed a consistent visual seasonal look and feel, through the photographic and video style used across the business. A style that was maintained across many touch points and channels through the design and tone of voice.
Customer experience
We undertook detailed touch point research activities to ensure First Tunnels delivered a consistent, knowledgeable and human experience across all channels – digital, ecommerce, in-person, mail-order/delivery and installation services.
Digital marketing – Local SEO, Keywords/phrases and content marketing
Following our research, we developed a blog space for First Tunnels to demonstrate their knowledge with customers. This involved a programme of blog posts, themed activities, filmed ‘how-to’ guides and the sharing of general crop knowledge. The focus was on help and support for people.
Product videos
The development of ‘step-by-step’ video guides, walking both novice and expert growers through the process of constructing a polytunnel on various surfaces, with different size and door/ventilation configurations. The library of videos included a lot of information sharing, tips on maintenance and accurate guides on growing within a polytunnel.
This part of the brand development process began with a small shoot – six short films – that were very well received by customers and the wider ‘home grown’ community. It then expanded to over 50 short films.
Social media marketing including influencer marketing
It was vital to maintain the brand values, look and feel across the First Tunnels social channels. These channels were used for both research and advertising, becoming rich sources of information, which further expanded the community and engagement. Part of this expansion was selecting key influencers within the growing community.
Design
Consistent design values are central to the First Tunnels brand experience. We development a series of key visual elements that features throughout the business, from campaign ads and key publications, including books and product literature to novel print items such as a Crop wheel (card board device for sowing and growing crops) to a calendar and more.
On-going market research
The ‘home grow’ and ‘grow your own’ markets have evolved rapidly in recent years, we actively listened, watched and attended key events to ensure that First Tunnels remained well informed of trends.
Budgeting
Working with the directors at First Tunnels we produced monthly activity reports with full budget management. Campaigns were developed, scheduled and costed ahead of delivery.
Timeframe. We worked with First Tunnels for 6.5 years
Creating a buzz for your business
This page gives you a quick overview of some aspects of the work delivered for First Tunnels.
If you’d like to know more about how we can create a buzz for your business there’s a really, quick and easy way to start that conversation, simply click the talk to us button, that will connect you to our calendar. Where you can find a time that works for you.
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