The Client
We Are Zest is a multi-award-winning social enterprise café in St Andrews which supports people with disabilities to help them learn valuable work skills in order to achieve or maintain employment.
Zest works alongside Fife Council Supported Employment, Job Centre Plus, HMP Castle Huntly to provide learning opportunities through work placements.
Zest opened in 2008 and its people work as a team to provide good-quality work training placements for people who need a helping hand into employment.
In addition to its employment philosophy, Zest believes in a great quality product served by an enthusiastic, motivated, and well-trained team.
The project
After discovering an unmet demand for a support group in North-East Fife for adults with, or suspected of having, ADHD, Zest agreed with Dundee & Angus ADHD Support Group for Zest to source funding for and organise six monthly meetings at Zest, starting 2/12/24. Zest sourced the funding from The Kinburn Trust and organised the first event.
Project Objectives
Zest agreed the following objectives for the project:
- Maximise awareness of the group, its aims and offer to people in North-East Fife with, or suspected of having, ADHD
- Make potential referrers and influencers of people in North-East Fife with, or suspected of having, ADHD aware of group and impress them enough with its offer to have them recommend attendance to relevant people
- Have at least 20 people with, or suspected of having, ADHD attend the first event
Tactics
As people with ADHD are a tricky group to influence to attend an event – because of issues with memory and distraction by other stimuli – a multi-channel approach was adopted.
Zest organised the production and distribution of a poster with information about the group, its activities and aims.
A news release was agreed – to publicise the group, its aims, offer and the launch event.
Channels
The channels used were:
- Earned – The news release was sent to local print-based and broadcast media and the regional business support agency for publication/broadcast on and after November 27 2024. Print-based media were asked to publish w/b November 25 and broadcast media agreed it was best for them to follow that up in the days before the event – as a reminder.
The poster was distributed to GP surgeries in NE Fife, supermarkets, libraries, town halls, community centres, St Andrews Bus Station, NHS community premises waiting rooms, local Rotary clubs and Madras Rugby Club. - Shared – The client’s Facebook Company page was used to share the poster and other details, and tagging relevant local groups’ Pages and the post was shared to relevant local Facebook Groups.
- Owned – The news release as posted as a blog on the client’s website and mine.
Campaign KPIs
Outputs
- Earned media coverage was achieved across offline, online and broadcast channels with a total potential monthly reach of 748,255 people
Out-takes
- There were 206 Views of the ADHD blog on the Zest website by 156 ‘Active Users’ by 2/12/24.
- 81 Web users used the QR code on posters or its shortlink to get to the ADHD blog by 2/12/24 – proving the poster and Facebook post led to awareness of the group and its event and created interest in it
Outcomes
- 25 attendees attended the launch event