Case Study – City Host Recruitment

Marketing Strategy - Facebook Advertising - Email Marketing - Content Creation

About the project

We were contacted by Coventry University Student Union (CUSU) back at the start of 2021 as they had won the contract with ENV to run the volunteering programme for Coventry City of Culture 2021. The team were looking for marketing communications support for the launch of the City Host programme in February 2021 and had a target of recruiting 5000 volunteers across the city of culture year which runs from May 2021 to May 2022.

Our target was to hit 1000 registrations by the end of March 2021. We worked with the team to pull together a marketing communication strategy that reached the residents of Coventry and the wider region during the first 2 weeks of launch.

 

What We Did

We worked with the team at Phoenix Creative to photograph a range of Coventry citizens as the faces of the volunteer programme.

We pulled together a communications plan that spanned print, social media and PR.

We utilised the local Go CV database to reach 50k residents.

We capitalised on partners marketing reach and produced an asset pack to help them spread the word.

Results & Stats

  • The City Host Volunteer Programme launched on Thursday 25th February and achieved great reach and engagement across a variety of platforms.
  • 1054 Volunteers signed up within the first 24 hours.
  • By the 10th March, the number of volunteer sign-ups had risen to 1606.

What the client said…

“As part of the City Hosts programme timeline, a target of 1,000 registrations was set to be achieved by the end of March. We have already hit that target, no less than one day after the public launch.

I just wanted to say to you all how fantastic the launch has gone for us all. Great results for the first few days. It all looks and feels excellent and right on message.

A great collaborative effort to get this over the line. I know everyone has been dealing with some challenges and competing priorities but awesome work in anticipation of a great year.

Thanks all and well done”.

Matt Wall