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Ferne Animal Sanctuary - Media Strategy and Brand Awareness

The Brief

Ferne Animal Sanctuary has been caring for unwanted and abandoned domestic and farm animals since World War 2 and in that time it has rehomed thousands of animals.

To help them continue this important work they approached RH for help planning all aspects of their marketing and communications. 

Our Solution

We developed a campaign that focusses on a year-round media presence, enabling them to communicate to core audiences across multiple media channels (press, radio, digital, email and social media).

We proposed advertising and organic social media activity to promote all aspects of the charity – sanctuary visits, re-homing, volunteering and fund raising appeals; and heavily weighting activity outside school holidays when visitor numbers to the sanctuary are lower. 

Ferne has enjoyed a steady increase in visitor numbers, particularly during off-peak times as well as experiencing a dramatic rise in visits to its website.

A 12-month rolling marketing and communications plan has allowed Ferne’s marketing communications to be developed and broadcast in a timelier manner, helping to increase brand awareness.

In addition, an ongoing Google Grants campaign set up and managed by RH has enabled the charity to access up to $10,000 a month in free advertising spend. 

Radio advertising voiced by actress Caroline Quentin has also helped give the Sanctuary a distinctive and fresh voice, helping the Sanctuary to reach new audiences and levels of brand awareness. 

Call us to find out what happened next...