Changing perceptions using a fun festival
Photo above: Fran Scott, scientist from BBC's CBBC channel, demonstrates the 'wow' of science
Despite Stroud district being a powerhouse of manufacturing & engineering (M&E) for the past 200 years, and still employing 24% of the local population, the sector is generally hidden from public view. The end result is a serious shortage of skilled staff and an out-of-date perception that the industry is oily, smelly and noisy. Companies around the district are leading the world in new innovations and technology, including in sustainable living such as renewable energy and waterless cleaning. A partnership of 15 local companies and organisations (including charities, the local council, local universities and colleges) formed the Festomane charity which organises an annual festival celebrating the current vibrancy, the long heritage and plentiful career opportunities offered by manufacturing and engineering within Stroud’s valleys and vale.
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The Context
The week-long festival includes career workshops for teenagers, business seminars for small and medium-sized M&E enterprises, competitions for primary and secondary schools, challenges for apprentices and graduates, and a day-long public expo filled with hands-on activities, demonstrations with lots of ‘wow’, and guest appearances by science celebrities. However, as the target audience for the publicity was virtually ‘everyone’, promoting the festival on a shoestring budget was something of a challenge! |
Green Spark's...
marketing analysis identified the 6 ‘Ws’ (who, why, what, when, where and ‘wow’) for each strand of activities, and unearthed the stories that would catch the attention of journalists, specialist audiences, or the public. Our PR strategy led to excellent coverage in the local media, the distribution of leaflets and ‘save the date’ postcards, and made maximum use of the area’s networks of civic societies and business groups ensuring the publicity reached the grassroots level. We also recommended Fran Scott, the resident scientist of the BBC’s children’s channel, CBBC, as the guest star and handled the booking and arrangements for her to perform her exploding science show. |
The Result
Over 1,500 people flocked to the ‘Creation & Innovation Revealed’ exhibition to see Fran Scott perform her exploding science show, and to have a go at making robots talk, trying to smash a banana frozen in liquid nitrogen, see new cutting-edge technology such as a proto-type electric-powered plane and the latest sustainable developments, writing poetry about supply chains, talking to local companies and plenty more. The careers’ workshop was fully booked with 120 teenagers accompanied by a parent/carer learning about the many career opportunities available. More than 70 representatives from local M&E companies attended the business advisory seminar. Year 9 pupils from the six secondary level schools presented their milkshake flavour recipes for Muller’s FRijj to the Dragon’s Den panel, and eight primary schools between them designed and built a model fairground as part of the Technology Challenge.
Over 1,500 people flocked to the ‘Creation & Innovation Revealed’ exhibition to see Fran Scott perform her exploding science show, and to have a go at making robots talk, trying to smash a banana frozen in liquid nitrogen, see new cutting-edge technology such as a proto-type electric-powered plane and the latest sustainable developments, writing poetry about supply chains, talking to local companies and plenty more. The careers’ workshop was fully booked with 120 teenagers accompanied by a parent/carer learning about the many career opportunities available. More than 70 representatives from local M&E companies attended the business advisory seminar. Year 9 pupils from the six secondary level schools presented their milkshake flavour recipes for Muller’s FRijj to the Dragon’s Den panel, and eight primary schools between them designed and built a model fairground as part of the Technology Challenge.
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To find out how we can help you to achieve your goals and contribute towards making a greener world, contact us for a free, no obligation 15-minute chat on the 'phone. Ring us on 07894-663436 or email hello@greensparkmarketing.co.uk with a time when it's convenient for us to call you.