First step was to identify the best ways to promote Grayshott Pottery beyond its current reputation as a gift shop and to generate a wider reach outside of the catchment area. KPC’s aim was to enhance the brand as a destination and make it more relevant to a wider range of people and for a broader range of reasons.

KPC's objectives for Grayshott Pottery:

Appeal to younger audiences based on an alternative place to visit and spend time
Attract shoppers looking for individual, beautiful gifts for weddings, anniversaries, special events
Establish Grayshott Pottery as a distinctive destination, a working pottery with unique gifts and crockery items – far apart from more traditional gift shops in the area

Digital Opportunities

A new website to better display the pottery gallery and showcase all that Grayshott Pottery has to offer
A channel strategy that put them in direct contact with alternative and competitive suppliers, eg wedding gift services, days out, creative courses and even kitchen retailers and interior designers
A social strategy that opened up the Grayshott Pottery brand to new audiences, from younger mums looking for new venues, to tourists and visitors to the area, to WIs, creative groups and local interest groups
A media strategy based on Grayshott Pottery’s long heritage as one of the few working potteries supplying celebrity chefs, high street restaurants and even celebrities with crockery sets, bespoke services and high-end gifts

Planning and Delivery

This was underpinned by a comprehensive working calendar that became the foundation for all information to support a structured digital approach:

Mapped out key opportunities for the year (mothers’ day, Christmas etc)
Identified new media/PR opportunities to bring extra interest (60 year anniversary, new CEO)
Identified creative ways to ensure regular content for ‘leaner’ news months, tie-ing in to local/community events or on-line opportunities, or re-purposing existing marketing collateral for new audiences.