Park Commercial is a firm of corporate insurance brokers based in Durham, supporting clients across the local region as well as throughout the country.
The business wanted to increase brand awareness and loyalty while creating a consistent platform for discussing insurance and wider commercial topics.
Harvey & Hugo developed the ParkLife campaign, bringing together PR, social media, content, graphic design, animation and advertising under one clear theme.
Park Commercial wanted a more visible and consistent presence that would strengthen awareness of the brand and build loyalty among its audiences.
Rather than relying on isolated marketing activity, there was an opportunity to create an ownable campaign platform around ParkLife and use it consistently across channels.
There was an opportunity to:
The key to the campaign was consistent messaging. Harvey & Hugo created a six-month strategy and activity plan, running from January to June 2021, to keep delivery focused and aligned with Park Commercial’s aims.
The activity plan brought together press releases, case studies, events and ongoing digital content so that each channel reinforced the same wider ParkLife message.
The campaign was centred on:
To increase brand awareness, Harvey & Hugo regularly posted quality content on Park Commercial’s LinkedIn page and managing director David Park’s profile, including company news and industry updates.
The team was encouraged to contribute photographs of walks around the North East so the business could take part in awareness events such as National Walking Month and Walk Your Dog Month in a personal and relevant way.
To extend reach further, a LinkedIn advertising campaign was set up to boost the firm’s profile and promote its blog content.
When Park Commercial moved into a new office, Harvey & Hugo wrote and distributed a press release to North East media to announce the news and build regional visibility.
Four articles were created for the Park Commercial website, including three blogs and a thought-leadership article, alongside a monthly newsletter.
This gave the business a regular stream of useful content that could support the wider ParkLife campaign and provide material for social media promotion.
To showcase positive client feedback, Harvey & Hugo created a testimonial graphic for use across social media.
A further social media graphic linked an awareness day back to the company, while new office posters were designed to display Park Commercial’s core values.
During National Storytelling Week, Harvey & Hugo created an animation telling the Park Commercial story and showcasing the firm’s achievements over the years.
An animated advert was also created to promote the company during Sunderland Football Club matches, extending the campaign into another high-visibility channel.
The ParkLife campaign increased Park Commercial’s visibility across earned, owned and paid channels, generating media coverage, LinkedIn growth and significant digital reach.
Regional media coverage
The press release announcing Park Commercial’s new office secured coverage in:
From 2020 to June 2021, Park Commercial’s company LinkedIn page gained 149 followers, while David Park’s profile gained 49 connections.
Reach and engagement
During the campaign, total reach on LinkedIn exceeded 90,000 and engagement increased to over 1,900.
Paid social visibility
Social media advertising generated more than 131,000 views and impressions, further increasing awareness of the Park Commercial brand and its content.
“I hired Harvey & Hugo to further a professional project I had struggled to get attention for, for years.
“They certainly did that, as well as giving me training and guidance on my social media profiles, and in a straightforward and professional way.
“They were easy to communicate with and responsive too.”
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