The challenge

The Society for the Protection of Ancient Buildings appointed CJAM Group to lead a six month marketing campaign for its inaugural Old House Show at the Old Royal Naval College, Greenwich. With the aim of promoting footfall and registrations, and increasing membership, the marketing/communications strategy implemented a 360 approach.

The work

CJAM Group branded The Old House Show and created a bespoke logo for the event, generating a creative platform to work across printed materials, press adverts, posters, web banners and signage. The approach was to keep the artwork classic and simple, building upon SPAB’s reputation with homeowners, crafts people and those working with old and ancient buildings.

CJAM created new adverts for the show and the SPAB in general, appearing in Period Living (100,196 readership), Georgian Group’s magazine, Mill News, Absolutely Homes (readership 66,000, online 225,000) and Absolutely South East (readership 170,000).

A half page advert was booked and designed for the Evening Standard (858,557 circulation) and the Metro (negotiated free of charge – 1,453,926 circulation).

Content creation played an important part of the promotional campaign, with articles for the Evening Standard and Metro, Period Living, regular e-newsletters, DPS in SPAB magazines and engaging online content. A press launch and social media strategy got people talking about the event.

The creative team designed a 24 page event programme, printing 2000 copies. Tape measures, pens and notepads were also sourced for goodie bags. CJAM undertook two site visits to advise on branding the venue and creating signage.

The result

3,200 visitors attended The Old House Show across the two days, surpassing SPAB’s projected attendance figures.

SPAB wrote: “Thank you so much for all the work CJAM put into making the show such a success. The attendee numbers over the two days was more than we’d hoped for and we’ve had some really wonderful feedback from exhibitors and delegates.”