Plymouth Culture supports creatives, individuals, businesses and organisations working in the cultural sector in Plymouth.
They needed support for their digital marketing reaching two distinct audiences – people and stakeholders working in the cultural sector, alongside a more ‘consumer’ audience interested in experiencing culture in Plymouth and beyond.
We began by reviewing the functionality of Plymouth Culture’s existing website so it served the needs of its audience better – creating clear sections for users to be able to find support such as funding, opportunities and resources.
The second pillar of the website was creating sections that showed off the work being done by the organisation – the projects it’s working on improving the creative landscape in Plymouth. We created clear, easy to navigate landing pages with considered content writing brought to life with pictures and videos created by our in-house team.
The video production has included a long running series of interviews with artists and the stories behind creative projects in Plymouth that showcased the city as a creative hub.
This fed into a more ‘educational’ and informative approach to social media, making sure opportunities were posted in an engaging as well as showcasing the work being done in the sector. This included a new Instagram account branded Culture is Alive.
Bespoke social media campaigns have been created on an ongoing basis including the launch of the city’s Culture Plan – a major document that informs how the city’s creative sector will develop over the next decade.
A new monthly newsletter that collated all this activity into bitesize chunks was also launched, now with nearly 800 subscribers.
The second major work was the development of a new consumer-facing brand that promotes the events, work, places and people that made up the Plymouth cultural sector. This started with branding and design work in collaboration with James Edgar Studio and the development of a dedicated website Made in Plymouth.
Again, a clear navigation structure was created with custom post types in Wordpress supporting the different sections.
Advanced filters were created for the events, blog and venues section alongside an interactive map of cultural venues with custom filters.
That site has its own suite of social media accounts alongside a dedicated newsletter and content writing and management service for the website, working in collaboration with Plymouth Culture’s dedicated team of Community Reporters.
The Plymouth Culture website experienced a 134% rise in users in the first year of working together with pbmedia, alongside similar rises in social media reach including gaining 1,000 followers on the Culture is Alive instagram account in three months from launch. A new LinkedIn presence and strategy was also developed with more than 1,000 followers on the new LinkedIn page.
Nearly 700 creatives now subscribe to Plymouth Culture’s newsletters.
The new Made inPlymouth website continues to grow, and is regularly updated. Its established presence and reputation led to it being chosen to host the central content and events coverage for the high profile British Art Show 9 in 2022 with a dedicated subsite of Made in Plymouth developed to host all event information, blogs and listings for the internationally renowned show on its visit to Plymouth.
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