Case Study
Reconnecting with an Audience through Design & Marketing
The Mission
The Boogie Nite is one of the most popular events in St Ives. So when ticket sales dropped, we took a look to see where there was a chance for growth. Our mission was to use an already-developed audience and boost ticket sales.
The Impact
We redesigned the visual identity of the event from the ground up, reflecting the business, the event, and the audience. We then began producing regular flyers, posters, and social media content to promote the events.
The Outcome
Since the change of identity and increased marketing efforts, average event attendance and ticket sales increased by over 60% (pre pandemic) and brand loyalty has also seen a similar increase.
Services
- Brand Identity Design
- Marketing
- Social Media Management
- Copywriting
- Print Design
The Boogie Nite with the Starlite Roadshow is one of the most well known events in St Ives. Running regularly since 2000 the Boogie Nite brings the greatest hits from the 70s, 80s and more recently 90s and 00s to the largest dance floor in the county. The feel good music and the inclusive atmosphere that are entangled with the event mean it’s no surprise that the event has always brought in a diverse crowd.
In the mid 2010’s the Boogie Nite began to experience a steep decline in ticket sales. After seeing a number of similar events and clubs in the local area close down, the Starlite Roadshow decided enough was enough.
The first steps I took when I was tasked with bringing crowds back to the Boogie Nite was to outline what could be done. I analysed recent campaigns, social media posts to see if there was a correlation in these elements and the lower figures, and sure enough there was. Boogie Nite with the Starlite Roadshow has a huge social media presence. With over 1000 followers on Facebook the first actions became clear and I began creating social content for the next few events in an attempt to use the already large social following to the brand’s advantage.
It became clear after a little while that the futuristic-look branding for the event was not connecting with the audience. After a little competitor and audience research I got to work on creating an identity that would reflect and resonate with, not just the event and the business, but also the audience.
I began deploying the branding and social content in 2018 and almost straight away saw an increase in ticket sales. Since the change of identity and increased marketing efforts, average event attendance and ticket sales increased by over 60% (pre pandemic) and brand loyalty has also seen a similar increase.
The impact of the COVID-19 pandemic has been heavily felt by the events industry. In 2021 the business who aided with the marketing of the event stopped their marketing efforts meaning that my work on the Boogie Nite brand increased, this meant the production of posters, flyers and other print materials as well as full management of the social media platforms. We’re still trying to find new ways to reach the audience and encouraging them to come back is an ongoing challenge that we will not know the outcome of for a long time yet.
Let’s Work Together
Get in touch with us today, and let’s start the conversation. Whether you have questions, ideas, or are ready to kickstart a project, we’re here to listen, assist, and collaborate. Your success begins with a simple message.
matthew.wilson@wilsondesign.net
+44 7982 155970