Markshall
2025
Charity
2025
Charity
Our marketing team unpack our approach to creating and delivering a year-long marketing strategy for Markshall, a visitor attraction and conservation charity in Essex.
The challenge
After a successful pitch, we were appointed by Markshall to develop and deliver a 12-month marketing strategy. The key objective was to increase visitor numbers, as, like many other visitor attractions, Markshall had seen a slow recovery from the pandemic and needed to take action.
Planting the seeds of success
We knew that Markshall was in a state of transition. Its audience demographic was shifting and it needed to move away from being seen as a “hidden gem” to being seen as a key destination in Essex’s extensive roster of visitor attractions.
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.
In the first month of the contract, we focused on understanding how Markshall’s audience responded to different types of content and we adapted our messaging and artwork so that the content for each channel played to its strengths, whilst still contributing to a consistent overall message.
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.
Problem solving through empathetic marketing
We knew that Markshall’s content shouldn’t simply be broadcasting to its audience, it needed to listen and respond. Our community listening exercises highlighted that many regular visitors were unsure how to find the Wild Wood play area. We responded by producing a shortform video to indicate the best route from the visitor centre.
Similarly, reviews emphasised a lack of certainty around the visiting hours, so we upgraded the opening hours widget on Markshall’s website and regained access to their Google Business listing to ensure potential visitors could find accurate information.
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. Your in safe hands with Fever!
