CASE STUDY:

PLYMOUTH SCIENCE PARK - Content Strategy

CHALLENGE: 

To position Plymouth Science Park as a thriving hub of innovative technology, science and health companies with a local, regional, national and international impact.

SOLUTION:

Astley Media developed a marketing strategy to tell the story of Plymouth Science Park by putting existing tenants at the heart of all activities. Tenants value the support and help they receive from the park and become advocates when their work, stories, campaigns and personalities are showcased and celebrated, which in turn attracts new science and technology businesses to the site. 

 

The strategy takes a collaborative approach, encouraging partners, tenants and other key audiences including the University of Plymouth, Plymouth Health Innovation Alliance and Plymouth City Council, to get involved. 

 

The Astley Media Account Managers got to know tenants and other key partners via face to face meetings (pre-Covid) and video calls to encourage two-way communication and promotion. Successes from across the region have been shared on the Plymouth Science Park website, via the monthly newsletter and on social media channels, to help foster this collaborative approach. 

 

Astley Media works with Plymouth Science Park on a mixed marketing strategy. Activities include day to day social media management, press releases and website updates, as well as strategic digital and offline campaigns. The Park is working with Astley Media on the creation of a new website, which will effectively position the Park as high-tech, innovative and forward thinking. 

 

Covid-19 forced Plymouth Science Park to temporarily close, and change the way they interacted with tenants. Astley Media quickly embraced technology and developed an innovative series of #PlymouthcienceParkTogether webinars, delivered by tenants for tenants. The #OneGoodThing a day campaign was also launched which shared one positive news story from across Plymouth everyday, despite the challenges presented by Covid-19. 

Both campaigns have received positive feedback from tenants and the wider business community. A podcast is currently being developed which will further celebrate and showcase the innovations coming out of Plymouth.

 

OUTCOMES:

The key aim is to attract new science and technology tenants and ensure existing tenants value Plymouth Science Park’s on-going support to help their business thrive. Plymouth Science Park has seen a marked increase in media coverage and social media engagement and has strengthened relations with existing tenants who have fed back how much they have valued the Park's support.  All activities have helped to build awareness of the Park amongst the target audience and enquiries have increased.

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