Client
We Are Zest is a multi-award-winning social enterprise café in St Andrews which supports people with additional needs 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.
Campaign Objectives
Zest agreed the following objectives for the campaign:
- Increase in Revenue
- Increase brand awareness – measured by Organic Searches and Direct URL inputs leading to website
- Increase New Users on website
Tactics
A feature on Zest was successfully pitched to Living Magazine’s Tay & Allan edition for the issue published in July 2022.
A news release about how Zest was arranging a money management workshop for staff with a local financial planner as part of a range of measures to support them through the Cost of Living crisis was also sent to local print-based and broadcast media.
A feature based on that but with extra exclusive content was also agreed with FBM Update – the monthly e-magazine published by Fife Economy Partnership.
Channels
The channels used were:
- Earned – The feature was placed as an exclusive with Living and the news release was sent to local media plus regional business support organisations for publication on and after August 12 2022. The follow-up feature with FBM Update was agreed with its editor for the September 2022 issue.
- Shared – The client’s Facebook Company page was used to share media coverage gained and their posts and those by media publishing the story were shared on my social accounts. Many of the media and business support organisations shared the story on their social channels.
- Owned – The news release as posted as a blog on the client’s website and mine.
Campaign KPIs
Outputs
- Earned media coverage achieved a total potential monthly reach of 882,025 people across offline, online and broadcast channels.
- 40 Key Messages were published in the coverage gained.
Out-takes
- New Users on the Zest website increased 8% compared to the equivalent time period before it started.
- Homepage New Users increased 109%
- Menu page New Users increased 191%
- Organic Search User Acquisition increased 8% – a good metric of increased brand awareness
- Direct URL User Acquisition increased 32% – another good metric of increased brand awareness
- Organic Social User Acquisition increased 207% – fed by the reaction to media coverage gained as well as other content
Outcomes
- Transactions were Up 8% YoY in August 2022.