Henley Festival is a boutique event offering a diverse programme of music, arts and fine-dining in a quintessentially British location. Henley Festival needed to better convey the uniqueness of the event using a mix of digital channels as well as optimise the website for an improved user experience, better user tracking and increased ticket sales.
We were originally appointed by Henley Festival to build their concrete5 website. Following this, Goram & Vincent were asked to assist them with creating and deploying a digital marketing strategy and content strategy for 2017’s event.
There was a need to have a joined-up content plan targeting key periods leading up to the festival encompassing email, social media, organic search and an onsite content strategy to promote the festival, educate visitors on Henley Festival’s charitable work and boost engagement on social media, increasing revenue for this non-profit event.
Initially, the priority was to sort issues regarding tracking site visit and revenue acquisition channels in Google Analytics, due to complications linking the website with Henley Festival’s payment gateway. Once this was completed, it provided a solid base to be able to inform Henley Festival of how inbound marketing channels were performing.
Following this we designed a content and social media plan for Henley Festival, marking out key points and ensuring a range of content was being produced across channels – tailored for the various audiences and ensuring key messaging was being created. This was supplemented by paid social media advertising on Facebook to promote important content and advertise tickets to relevant audiences. We used detailed audience and location targeting, plus custom and lookalike audiences via the Facebook pixel, while continuously refining ad creative and copy, to reach as many relevant users as possible and thus maximising budget and ROI.
We created new email templates in Mailchimp and assisted with email marketing to help drive revenue and engagement. Many technical tweaks were made to the onsite SEO, which when coupled with an increase in high authority backlinks to the site, increased search engine rankings and visits.