CJAM Group has been selected to launch The Society for the Protection of Ancient Buildings’ new Old House Show, which takes place Friday 7 to Saturday 8 September 2018 at the Old Royal Naval College in Greenwich, London. The two-day free-to-attend event will bring together the best of everything it does under one roof, with a full programme of expert speakers, exhibitors, technical advice and support for homeowners, craftspeople and those working with old and ancient properties.
CJAM’s brief is to develop the Old House Show’s identity, creating all supporting marketing materials including advertising and social media assets, leaflets and programmes, and also manage the PR and other communications surrounding the new event. The key objective is to establish the appeal of the show to four different target audiences and drive registration to The Old Show House, while raising awareness of The SPAB among key audiences.
CJAM has an impressive track record launching and delivering exhibitions and events, and this was a key element of The SPAB’s decision to appoint them. With four quite different target audiences, comprising period homeowners; building professionals, conservation specialists and crafts people; the next generation of conservation professionals; and other interested parties including architects and surveyors; and those with a general interest in old and ancient buildings, such as parish councils, churches, WI groups and heritage societies; CJAM’s communication strategy will position the Old House Show as a must-attend event this autumn.
Understanding the client’s objectives
CJAM’s Managing Director, Christine Joyce stated: “Working with The SPAB, the leading building conservation charity in the UK, and a vital resource for homeowners, craftspeople and building professionals working with old buildings, is an absolute privilege. This is precisely the type of project our marketing and PR teams thrive on. The SPAB’s strategic objectives will be transformed into a focused marketing campaign to launch this new essential show, that will bring together all the right people, influencers and educators, under a single roof for the first time.”