Happy Days North West
What They Wanted
The project was designed to make it simpler for families to plan days out in the North West of Ireland by providing all of the practical information they need in one online portal. A key feature of the project was to create a go-to brand with a strong web presence that encourages people to engage more deeply with culture in the cross border region while trying new experiences.
Derry-Londonderry City and Strabane District Council (DCSDC) in partnership with Donegal County Council (and supported by the Arts Council of Northern Ireland) needed an online directory system for cultural partners to create and maintain online listings to showcase their events, experience offerings and organisations. The website needed to be simple to use and at the same time allow comprehensive listings to be easily created, complete with images and details.
What We Did
The cultural partners and audience participation were key to the site’s success – partners needed to upload listings for families to engage with this content. We carried out detailed stakeholder engagement to ensure the process was made as simple as possible to achieve mass participation in the project by stakeholders.
The Grofuse creative team developed the brand from scratch based on detailed research carried out by the client. This process included the development of the Happy Days NW name, logo variations, colour palette, typography, voice and tone and a brand guidelines book.
The Grofuse team created a detailed website brief in close co-operation with the client to break down the details on the content and functionality of the website with the aim of making it interactive, fun and creative.
The development team created a fully functional and fast loading website. An application programming interface (API) was set up as part of the site’s development to pull content directly from the DCSDC’s existing site.
The team then implemented a third party event calendar (Tockify) for users to easily add their events under specific tags. Events are reviewed by the client and added to the list. Full training was provided to the client on how to do this by Grofuse.
Both simple and advanced search facilities were provided for the directory, allowing users to search by keyword and filter by the listing category in order to find what they need both quickly and easily. The team also implemented a ‘venue locator’ functionality where users can search for specific venues by filtering them using distance from their locations.
Social Media Set Up And Management
To attract higher volumes of website traffic and increase brand awareness, social media accounts were fully set-up by Grofuse. Accounts for Facebook, Twitter and Instagram were created to support the strategy to drive increased web traffic.
The social media strategy was aligned with the overall marketing goals. As Happy Days NW is a retained monthly client (DCSDC and DCC), our team manage the brand’s ongoing organic posts, create video and promotional content while optimising detailed paid advertising campaigns for each channel.
PR And Media
As part of the marketing campaign to launch the new portal, Grofuse’s PR department created a launch press release to raise awareness of the new service. The PR resulted in a significant media buzz around Happy Days NW, with the project enjoying widespread coverage in the region.
Happy Days NW is off to a great start as the instantly recognisable go-to brand for all of the information families will ever need to plan, book and enjoy fun-filled days out while engaging with culturally rich experiences in the region. There has been superb buy-in to the project from a wide range and large volume of experience providers in the region, and participant numbers continue to grow.
The website successfully amplifies the reach of organisations which provide family fun experiences, events and venues online while giving families in the local communities the perfect place to find, plan and enjoy their next adventure while encouraging them to tell others about their experiences in a vibrant online community.
Grofuse accomplished the project requirements and met all expectations for this application. The ongoing marketing project is working very well – with high engagement levels, reach, and cultural partner sign-ups already surpassing the original monthly targets.
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