Case study: Rookery Manor

In January of 2017, we were employed by Somerset wedding venue Rookery Manor, in order to promote their January wedding fayre.

Rookery is a 16th century manor house that has been transformed into a 4-star boutique hotel. This family-run business is one of Somerset’s best wedding venues; extremely popular with locals and several celebrity clients who have married in the award-winning grounds.

Rookery Manor have undergone a brand refresh in recent months, including creating a new website and bespoke wedding packages that couples can tailor themselves. We were tasked with publicising this ‘Rookery refresh’ alongside the promotion of the wedding fayre.

Objectives:

  • To promote the January wedding fayre
  • To increase footfall and the number of bookings at the fayre
  • To manage the Rookery Manor social media sites for a four week period
  • To arrange PR photography to promote the venue and event
  • To promote Rookery’s corporate image

Wedding Manager and partner Kim Popham with the Rookery staff – this is a PR shot be organised for them.

Strategy

Our strategy focused on creating an efficient and cohesive plan for news releases and social media management, in order to create interest in the event and also to put across the newly-invigorated branding.

Challenges included a very short time-scale, so with the event fast approaching we had to ensure that promotion was started as soon as possible. Strategic social media management helped with this, as did getting an initial news release about the wedding exhibition out to the media immediately.

We ran a competition alongside the social media campaign to create anticipation for the event and to help spread the news faster and wider.

We also attended the event, in order to post live updates on the Rookery Manor social media sites, speak to attendees and exhibitors about their experiences and gain content for our post-event news release.

The ladies at Rookery are ready to help with every aspect of your special day – this is another shot from some of the PR photography we organised.

Outcomes

Part of our contract with Rookery Manor entailed managing their Twitter and Facebook sites for the month leading up to the event. Engagement, page visits and page likes have significantly risen on both sites, as well as numbers of people actively subscribing to these pages.

The social media competition that we ran on Rookery Manor’s Facebook page achieved a reach of 33,000 and received almost 400 entries in just two weeks.

We achieved great success gaining coverage in the media for the wedding fayre, with the event and the news being published in 13 different websites and local newspapers/publications.

Whatsmore, Rookery Manor reported that their wedding fayre was their most successful to date, with over 100 brides in attendance and a record number of bookings taken on the day.

Testimonial

“We engaged the services of Plum Communications & PR in order to promote our January wedding fayre. Plum managed to find a distinctive news angle for the wedding fayre and successfully gained some excellent coverage in our target media. They also ran a competition for us on our Facebook page which had an astounding reach and hundreds of entries. Plum offered a very professional and personal level of service and the results of their work exceeded our expectations. I can most definitely see the value in PR and I’m looking forward to working with Plum on other projects again in the very near future.”

Ian Clapp, Owner at Rookery Manor.