Markshall
Creative strategy and integrated marketing deliver 23% growth in footfall.
Our marketing team unpack our approach to creating and delivering an integrated ATL marketing strategy for Markshall, a visitor attraction and conservation charity in Essex.
The challenge
After a successful pitch, we were initially appointed by Markshall to develop and deliver a 12-month marketing strategy. The key objective was to increase visitor numbers and shift the estate from “hidden gem” to a name people recognised across Essex. Having successfully increased visitor numbers by 23% we were retained for a second year, with increased investment giving us more room to expand the channel mix and sharpen the creative.
Planting the seeds of success
We knew that we needed to build awareness of Markshall to potential visitors around Essex, whilst still nurturing its loyal audience of returning visitors. With this in mind, we carefully chose each digital and offline advertising channel and developed a tailored content strategy.
A refreshed look, and a new channel for 2026
Building on a strong first year, our design team refreshed the creative with new artwork and an evolved visual identity which was still recognisably Markshall but sharper and more current.
With an increased budget, we added bus advertising alongside the existing DOOH screens, radio and print ads, and social activity, putting Markshall in front of commuters and everyday travellers across Essex.
Social media kept building community, now carrying the refreshed creative and speaking more precisely to the segments we knew were engaging. Meta ads added highly targeted reach on top, helping drive ~250k impressions and nearly 300 link clicks across Facebook and Instagram with just one 2-week brand awareness campaign. Organic content performed just as strongly with 1.25 million combined views recorded across both platforms this year, up more than 60% year on year.
Radio, print ads and DOOH kept building broad awareness. Bus advertising added a layer of everyday visibility the campaign hadn’t had before resulting in a 32.5% year on year increase in footfall in January.
Reaching the right people at the right time
We identified four key audience segments to target. These consisted of two broad groups that were Markshall’s existing target audience and two niche interest groups that we introduced. To communicate effectively with each segment, every piece of content produced had at least one of the four segments in mind.
Similarly, advertising channels were chosen based on their relevance to the segments. For example, we leveraged Primary Times magazine in the lead up to school holidays for a well-timed engagement with parents.
“Fever’s dynamic team developed a comprehensive strategy with fresh thinking, tailored to drive audience and revenue growth. Fever seamlessly collaborated with Markshall’s team, delivering excellent results. You’re in safe hands with Fever!”
Dave Finkle, CEO of Markshall
