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Relaunching Vauxhall City Farm
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Relaunching Vauxhall City Farm

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Deck outlining 'Animal Heroes' campaign created for Vauxhall City Farm by Made In Lambeth

Deck outlining 'Animal Heroes' campaign created for Vauxhall City Farm by Made In Lambeth

Published in Self Improvement , Business
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  • 1. ANIMAL HEROES A CAMPAIGN TO PROMOTE VCF
  • 2. THE CHALLENGE PEOPLE LOVE VAUXHALL CITY FARM AS SOON AS THEY VISIT IT FOR THE FIRST TIME THE ISSUE IS NOT MANY PEOPLE KNOW THAT VAUXHALL CITY FARM IS THERE OR WHAT IT DOES THEREFORE THE CHALLENGE IS HOW DO WE RAISE AWARENESS OF THE FARM TO PEOPLE IN THE LOCAL COMMUNTIY WITHOUT BREAKING THE BANK?
  • 3. CAMPAIGN OBJECTIVES >RAISE AWARENESS • 1000 NEW TWITTER FOLLOWERS (1,200 to 2,200) • 500 NEW FACEBOOK LIKES (900 to 1,400) >INCREASE VISITORS • 200 NEW VISITORS (MEASURED VIA 100 STICKERS RECLAIMED)
  • 4. THE IDEA >ANIMAL HEROES THE ARE MANY GREAT THINGS ABOUT A DAY OUT AT VAUXHALL CITY FARM – FROM THE GARDENS, TO THE SPINNERS TO THE QUIRKY ARCHITECTURE BUT THE THING THAT IS TRULY SPECIAL ABOUT A DAY OUT AT THE FARM ARE THE ANIMALS THEY ARE THE REAL REASON PEOPLE CHOOSE TO VISIT OUR CAMPAIGN AIMS TO CELEBRATE THE HEROES OF THE FARM
  • 5. DAD MUM GRAN & GRANDAD YOUNGER KIDS (UNDER 8s) OLDER KIDS (OVER 9s) >5 TARGET AUDIENCES >5 ANIMALS ALTERNATIVE DAY OUT ETHICAL CHOICE CHILLED OUT OASIS FUN AND PLAY ADVENTURE AND EXPLORATION >5 BENEFITS OF GOING TO FARM TREVOR THE TURKEY BEN THE ALPACA JENNY THE PIG JEAN- PIERRE THE RABBIT BARNEY THE GOAT
  • 6. WHATS YOUR NAME? TREVOR THE TURKEY WHO ARE YOUR FAVOURITE VISITORS? DAD WHO ARE YOU HEROES? ZIGGY STARDUST, PINK FLOYD WHAT DO YOU LOVE THE FARM? I HAVE SUCH AN AMAZING TIME HERE, ESPECIALLY AT CHRISTMAS. I LOVE HANGING OUT WITH MY MATE WEBSTER. ITS AN ALTERNATIVE PLACE IN THE CITY TO YOUR USUAL PARKS AND PUBS PEOPLE BRING THEIR FRIENDS HERE, THEIR FAMILY IT’S GREAT. WHATS YOUR JOB AT THE FARM? I’M THE LEAD SINGER OF THE FARM BAND, THE GIZZARDS, WEBSTER’S THE BASSEST - I PLAY LEAD GUITAR AND SING. BOB THE SHEEP OCCASIONALLY DOES BACKING VOCALS. WHO IS YOUR BEST FRIEND? ONE WORD. WEBSTER. WHY WOULD YOU TELL SOMEONE TO COME AND VISIT YOU? YOU GET MEET LIKE MINDED PEOPLE AND ANIMALS, IF YOU DON’T THINK LIKE EVERYONE ELSE THIS IS A GREAT PLACE TO HANG OUT. WEBSTER AND I WILL SHOW YOU ALL THE SIGHTS.
  • 7. WHATS YOUR NAME? JENNY THE PIG WHO ARE YOUR FAVOURITE VISITORS? GRANDMA AND GRANDAD WHO ARE YOU HEROES? BOB MARLEY, THE CITY FARM FEEDER PERSON WHAT DO YOU LOVE THE FARM? ITS A CHILLED OUT OASIS IN THE MIDDLE OF THE CONCRETE JUNGLE. I LIKE THE PEACE AND QUIET AND THE GRASS. WHATS YOUR JOB AT THE FARM? I KEEP EVERYONE CALM AND AFTER I’VE HAD A HAIRCUT I CAN KEEP YOU WARM WITH MY FAT HA HA HA. WHO IS YOUR BEST FRIEND? MY BEST FRIEND THE DJ THE HORSE, HE PLAYS SOME REALLY CRACKING TUNES. WHY WOULD YOU TELL SOMEONE TO COME AND VISIT YOU? COME AND VISIT ME AND I’LL TELL YOU ALL ABOUT THE CALMING BENEFITS OF NATURE. I’LL SHOW YOU WHERE YOUR JUMPER CAME FROM AND I MIGHT EVEN SING YOU A SONG...BAH BAH BLACK SHEEP.
  • 8. WHATS YOUR NAME? BEN THE ALPACA WHO ARE YOUR FAVOURITE VISITORS? YUMMY MUMMIES WHO ARE YOU HEROES? ANYONE WHO LOVES ORGANIC FOOD...ALPACA WOOL (HUGH FERNELY WHITTINGSTALL) WHAT DO YOU LOVE THE FARM? I REALLY LOVE THE FARM BECAUSE THERE ISN’T A PECKING ORDER, EVERYONE GETS ON REALLY WELL. ALL ANIMALS ARE EQUAL AFTERALL! I LIKE SEEING ALL THE CHILDREN VISITING THE FARM WITH THEIR MUMS AND DADS. I LIKE THAT KIDS GET THE OPPORTUNITY TO SEE WHERE THEIR FOOD COMES FROM. WHATS YOUR JOB AT THE FARM? THE CHIEF EGG PRODUCER AND MOTHER HEN TO ALL. WHO IS YOUR BEST FRIEND? ALL THE ANIMALS, I’M NOT GOING TO PUT ALL MY EGGS IN ONE BASKET. WHY WOULD YOU TELL SOMEONE TO COME AND VISIT YOU? I’D TELL THEM TO ASK FOR ME AT THE DOOR AND I’LL TELL THEM ALL ABOUT WHERE THEIR FOOD COMES FROM, WHY IT’S IMPORTANT TO BE OUTSIDE IN NATURE AND WHAT IS THE BEST WAY TO BOIL AN EGG.
  • 9. WHATS YOUR NAME? JEAN PIERRE THE RABBIT WHO ARE YOUR FAVOURITE VISITORS? THE YOUNG KIDS WHO ARE YOU HEROES? PEPPA PIG, RASTAMOUSE WHAT DO YOU LOVE THE FARM? IT’S A VERY FRIENDLY PLACE AND NEAR AN ALLOTMENT FOR ALL MY CARROT BASED NEEDS. I LIKE PLAYING WITH THE CHILDREN WHO COME TO VISIT AND MAKING NEW FRIENDS. WHATS YOUR JOB AT THE FARM? I AM HEAD OF CUDDLES. WHO IS YOUR BEST FRIEND? I REALLY LIKE THE APLACAS, THEY’RE SO MUCH FUN AND HAVE SILLY LONG FACES. WHY WOULD YOU TELL SOMEONE TO COME AND VISIT YOU? BECAUSE ITS ALL THE FUN OF A FARM...ON A FARM. AND YOU CAN MAKE NEW FRIENDS AND LEARN NEW THINGS.
  • 10. WHATS YOUR NAME? BARNEY THE GOAT WHO ARE YOUR FAVOURITE VISITORS? KIDS WHO ARE A BIT OLDER (OVER 9) WHO ARE YOU HEROES? THE BIG HORSES! WHAT DO YOU LOVE THE FARM? IT’S ADVENTUROUS AND FUN. YOU CAN GET UP TO ALL SORTS HERE, MEETING THE ANIMALS, LOOKING AT THE WORMERY, TALKING TO TREVOR WHATS YOUR JOB AT THE FARM? BREAKING THE RULES, FINDING NEW BITS OF THE FARM, GETTING IN WITH THE BIG GUYS. WHO IS YOUR BEST FRIEND? EACH OTHER WHY WOULD YOU TELL SOMEONE TO COME AND VISIT YOU? WE KNOW THIS FARM LIKE THE BACK OF OUR HOOVES, WE’LL SHOW YOU THE BEST BITS OF THE FARM. SADDLE UP PEOPLE.
  • 11. 6 WEEKS SOCIAL MEDIA >TWITTER >FACEBOOK OUTDOOR >POSTERS >STICKERS >SIGNAGE
  • 12. SOCIAL MEDIA STRATEGY TWITTER @VAUXHALLFARM ANIMAL WEDNESDAY TAKEOVERS >5 ANIMALS, 5 PERSONALITIES, 5 DAYS >TAKEOVER OF @VAUXHALLFARM HANDLE, PROFILE PICTURE AND BACKGROUND >ANIMALS TWEET FROM THE PERSPECTIVE OF THEIR UNIQUE PERSONALITIES, TRAITS >EACH ANIMAL TARGETED AT ENGAGING THEIR SPECIFIC AUDIENCE >BEFORE LAUNCHING TAKEOVERS VCF SENDS TEASER TWEET THAT THE ANIMALS ARE TAKING OVER
  • 13. JENNY THE PIG BEN THE ALPACA TREVOR THE TURKEY JEAN-PIERRE THE RABBIT #PIGPARABLES#ALPACAPARTY#TURKEYTRUTHS GARY THE GOAT #RABBITING #GOATINGOFF WED 1 / DAD WED 2 / MUM WED 3 / GRAN WED 4 / <8s WED 5 / >9s DID YOU KNOW RABBITS RUN IN ZIG ZAGS? IT’S THE BEST WAY TO OUTWIT OUR PESKY PREDATORS. TRY IT YOURSELF IN THE PLAYGROUND…! BEST BEHAVIOUR AT #VAUXHALLCITYFARM PLEASE, ELSE I’LL KNOW! MY FIELD OF VISION IS 360 DEGREES SO I CAN SEE BEHIND ME WITHOUT TURNING MY HEAD! MOST OF US ANIMALS AT #VAUXHALLCITYFARM CAN SEE BETTER THAN HUMANS IN THE DARK. BUT GOAT EYES ARE RECTANGULAR – IDEAL FOR THE JOB! THE WHOLE HUMAN RACE OWES GOATS A GREAT DEBT. LITTLE KNOWN FACT THAT WE DISCOVERED COFFEE. WE’RE SMART LIKE THAT! ;) US GOATS LOVE A GOOD ADVENTURE AND ARE GREAT SWIMMERS (AND YOU THOUGHT WE JUST HUNG OUT ON MOUNTAINS!) SOME OF US HAVE CURLY TAILS. SOME OF US HAVE CURLY TALES OUR HAIR IS USED IN ARTISTS BRUSHES, DON’T YOU KNOW I PREFER TO SLEEP NOSE TO NOSE WITH MY HUSBANED BEN, NEVER TAIL TO TAIL! HELLO EVERYONE, IT'S BEN THE ALPACA HERE REPRESENTING #VAUXHALL CITY FARM ON THE TWITTERSPHERE TODAY! WHY DON'T I START MY TWITTER TENURE BY REGALING YOU ALL WITH SOME FACTS ABOUT MY SPECIES? #ALPACAS @VAUXHALLFARM ALPACAS ARE USUALLY SHORN ANNUALLY AND PRODUCE ABOUT 5- 8LBS OF FLEECE A YEAR. #ALPACAS @VAUXHALLFARM TREVOR THE TURKEY HERE. SELF- APPOINTED PRESIDENT OF THE ANIMALS AT #VAUXHALL CITY FARM. ASK ME A QUESTION AT #TURKEYTRUTHS #TURKEYTRUTHS I’M THE ONLY ANIMAL AT #VAUXHALL CITY FARM WHO CAN CHANGE HIS COLOUR. FACT I HAVE MANY FEATHERED FRIENDS AT #VAUXHALL CITY FARM – DUCKS, HENS & CHICKENS. COME VISIT US WEDS TO SUN 10AM-4PM
  • 14. TWITTER TAKEOVER
  • 15. POSTER
  • 16. STICKER CAMPAIGN “did you know I was the first animal to discover coffee beans?” #goatingoff
  • 17. OUTDOOR ADVERTISING / SIGNAGE
  • 18. #OUTTAKES
  • 19. #OUTTAKES
  • 20. #OUTTAKES
  • 21. #OUTTAKES