Engaging audiences with relevant content
Working for the One Colchester partnership, a multi-agency group including Colchester Borough Council, and representatives from Fire, Police, Probation, Health, Education, Business, Voluntary Services and the cultural sector, KAT Marketing developed a ‘Have a Safe Night Out’ campaign, creating See You Safer as a brand and hashtag.
The See You Safer campaign was launched in Colchester before being rolled out county-wide in order to promote key messages for people looking to enjoy a great night out and understand some of the key actions that can help to keep themselves and their friends safe.
Having developed the concept for the campaign, a series of videos was created and promoted across social media. KAT built a bespoke website to host the core information relating to the #SeeYouSafer campaign and a press and media strategy was planned to ensure positive press coverage surrounded the main activities.
A programme of engagement with higher education institutions saw collaborations with Colchester Institute, Colchester Sixth Form and University of Essex involving poster campaigns, leaflet distributions and pop-up events, while the KAT team also hosted a stand in Colchester High Street to share the campaign with shoppers and also partnered with the Colchester Garrison to deliver bespoke messaging for that audience.
Meanwhile merchandise was designed and distributed to share knowledge, spark discussions and raise awareness of the importance of taking responsibility, with a positive focus on helping everyone enjoy themselves on a safe night out.
#SeeYouSafer became a hugely effective and engaging campaign across the county of Essex at a particularly important time for the local night-time economy. With a joint approach of targeted social media messaging, powerful video content and a programme of events to provide direct engagement, KAT Marketing was able to establish the See You Safer as a valued theme for people on a night out across Essex.
Merchandise provided lasting reminders of some of the key messages while the #SeeYouSafer website offered clear signposting to local resources available from key agencies connected to the One Colchester partnership.
This campaign also incorporated the roll out of Every Contact Counts, a programme of training to help those working in the night-time economy to recognise ways they can provide support and local branches of McDonalds were among the first to introduce Every Contact Counts training for staff. By delivering a positive campaign of friendship and looking out for one another, audiences freely and enthusiastically engaged with the core messages.
It has been great to work with KAT Marketing during the launch and ongoing roll out of the #SeeYouSafer campaign. The KAT team have always been supportive and on hand to provide expert advice, which has been crucial to the success of the programmes. At the heart of the campaign is an excellent video that was created by KAT and has been vital to engage key audiences. Throughout the campaign, this video content has seen exceptional reach, alongside a highly effective content plan. KAT also conducted a successful series of popular workshops and drop-in clinics for students at educational institutions, and there are already plans for their team to repeat these in the near future.
Lisa at Colchester Borough Council